| Al Galbraith and Associates, a real estate | | | | contrast, imagine the costof producing and |
| marketer who turns dyingindustry towns into | | | | delivering 30,000 videotapes around the |
| thriving recreational and retirement | | | | world. |
| communities,commissioned a promotional video | | | | |
| as an added feature for hiscompany's website. | | | | STREAMING VIDEO POSITIONS YOU AS LEADING |
| The video has been down loaded 30,000 times | | | | EDGE. Many customers see acompany's |
| by | | | | innovation as evidence of its ability to be |
| | | | creative andeffective. Taking the |
| Internet users. In fact, Galbraith's Internet | | | | technological lead in your sector may give |
| campaigns to sell homesfrom Tumbler Ridge, | | | | alead in sales. |
| British Columbia to Plattsburgh, New York are | | | | |
| sosuccessful, the company has cut back its | | | | >From a public relations perspective, |
| traditional advertising. | | | | however, there are a few thingsto remember to |
| | | | ensure your video does what you want it to. |
| Here's how streaming video promotes your | | | | |
| organization online. | | | | THE HEAVY SELL MUST BE KEPT TO A MINIMUM. |
| | | | Despite appearances, yourstreaming video is |
| IT IS A GREAT USE OF INTERNET TECHNOLOGY. | | | | not a commercial. At least it shouldn't be a |
| Greater numbers of webusers have the | | | | hard-selling pitch for business. The Internet |
| capability of downloading video and find it a | | | | is still an environmentwhere overt |
| novelty. | | | | commercialism is frowned upon. Take a |
| | | | journalisticapproach and create a video in |
| Short videos of less than five minutes can be | | | | the style of a news or documentaryitem that |
| downloaded in a shorttime, depending on | | | | might play on the six o'clock news. Users |
| bandwidth. | | | | want informationand won't take kindly to |
| | | | downloading hype. |
| YOU CAN TRANSPORT POTENTIAL CLIENTS TO YOUR | | | | |
| PRODUCT. As a customers,you don't need to fly | | | | THE PRODUCTION QUALITY MUST BE HIGH. This not |
| across the country to see real estate when | | | | the time to bring outthe family video cam and |
| youcan get a 3-D perspective on the homes, | | | | become a filmmaker. Hire video producers |
| the community and thegeography as well as | | | | whoknow what they are doing. And a word about |
| meeting residents and buyers from an | | | | budget. You need not spendtens of thousands |
| onlinevideo. | | | | of dollars for the finished product |
| | | | especially ifyou take the journalistic |
| VIDEO IS PERSUASIVE. Because video can | | | | approach mentioned above. |
| incorporate the spoken word,music, maps, | | | | |
| digital effects and moving images, the user | | | | Through streaming video, Galbraith reaches |
| experienceis much more intense and when, well | | | | customers he might notthrough traditional |
| designed, very compelling. | | | | advertising and he touches them in ways |
| | | | abrochure could never do. His streaming |
| Testimonials have more punch when spoken by | | | | videos do all the talking and,for the price |
| the happy customers. | | | | of a single full-page ad in the local daily |
| | | | paper, hehas produced a tool that can close |
| THE COST OF DISTRIBUTION IS NEGLIGIBLE. In | | | | the sale all by itself. |