Archive for the ‘Recommended Post’ Category

by Bea Fields, Certified Guerrilla Marketing Coach , author of Millennial Leaders and President of Bea Fields Companies, Inc.

Loreal has done an incredible thing…they have me now buying their products and services.

I recall seeing a jar of Loreal night cream on my grandmother’s night stand. So…I have always thought of Loreal as a cosmetics company designed for the more mature woman.

Boy…was I wrong.

In 2007, Loreal made a very smart move. They launched the Loreal Brandstorm Competition. In order to apply to be a contestant, you have to be a college student, and you are required to apply in teams of 3. The campaign attracted over 17,000 college students from over 170 campuses. The program is designed to give emerging business leaders the opportunity to live as a Loreal Brand Manager, spending days designing marketing strategies and advertising campaigns for Loreal.

Loreal knows something that all savvy business owners know…that to stay alive, you HAVE to be willing to reach a younger market. So….they did it, and guess what? I have made the switch! I started using Loreal cosmetics in December of 2007, and I had been using a very expensive, top of the line brand. And guess what…I LOVE Loreal products. They are great on my skin, they smell great and they are affordable.

Of course, Loreal is also getting students involved all over the internet. They are visible on Facebook and MySpace, and they are using their flash website to draw folks in.

So…maybe it’s time to look at this competition approach to your marketing. It’s certainly working for Loreal and for FOX (American Idol and So You Think You Can Dance are 2 of the top ranked shows in the world right now).

Also…just check out Loreal’s website…this aint your grandmother’s company any longer!

How to turn your website into a TV channel with video blogs

by Lou Bortone

Online video, video blogs, vlogs or vodcasts are all different names for the same basic concept: Using the Internet to broadcast a video message. As an advertising and promotion tool, online video continues to explode in popularity. Putting video on your Web site or blog is a low-cost way to get in on the “Online Video Revolution” and differentiate your product or service. And it’s never been easier or less expensive! There are several ways you can use your own “TV channel” on the web:

• Tape a personal introduction or welcome message for your website
• Publicize or highlight a special product offer or company promotion
• Share company news, updates or executive briefings with your customers
• Use your video for product demos or training
• Videotape customer testimonials to generate new business

Shooting: Of course, before you can jump into Online Video, you have to have a video! Fortunately, this has never been easier. What you use to shoot your video depends on your goals, budget and available equipment. Since your video is headed to the web, quality is less of an issue than if the final product was for TV. Web video can be shot with a standard consumer camcorder or, you can even capture your video using an inexpensive webcam. Remember, your final product is only going to be as good as your raw footage, so shoot more footage than you think you’ll need and get several different takes and angles.

Digitizing: Next, you’ve got to get your footage into your computer in order to format it for uploading to the Internet. In most cases, you can just connect your camcorder directly to your computer and transfer the footage right into your editing program. Then, get your video Internet-ready with the editing/movie software that came with your computer, such as iMovie on the Mac and Windows Movie Maker for the PC. For a more professional product, you could upgrade to Final Cut Pro for the Mac or Adobe Premiere for the PC. Once the footage is “digitized” in your editing system, you can optimize it by saving the file as a QuickTime movie or an MPEG-4 video file. (Some systems will give you additional options, such as saving your video as a Flash file).

Vlogging: Although you can post your video on free video hosting sites, you’ll need to set up a blog account if you want to create your very own video blog. You can set up a free blog very easily at Blogger.com. Other blog platforms include Movable Type, TypePad and WordPress. Once you’ve got your blog platform, you’ll be able to create posts – including video.

Bringing it home (to your website!): Most online video hosting sites also allow you to copy the HTML code and “embed” the video into your own blog or web page. Take the video you’ve posted on YouTube or Blip.tv, for example, and just cut and paste the HTML code they provide for your video right into your blog’s HTML editor. There are more advanced methods, but using “embed” codes is fast and free!

Tips &Tactics:

Finally, here are a few special considerations for web video:

• Since your screen is typically much smaller on the web, avoid wide shots with a lot of people in them. It just doesn’t translate well on the Internet.
• Avoid pans and zooms. Rapid movement is harder to watch on a smaller screen.
• Keep it simple. Don’t go crazy with a lot of titles and graphics. They may be too small to be effective.
• Keep it short – Less is more on the “short-attention-span” Internet!

For a quick-start demo of uploading video to YouTube in under three minutes, check out this brief Camtasia video at: http://onlinevideoguy.wordpress.com/2007/05/26/video-upload-demo/ Then just experiment by posting your own video online and you’ll soon see how easy it can be. I look forward to seeing you online!

© 2007 Lou BortoneLou Bortone is an award-winning writer, marketer and television producer who spent over 20 years in the television industry, including several years as Senior Vice President of Marketing & Advertising for Fox Family Worldwide in
L.A. Today, Lou specializes in helping entrepreneurs create breakthrough video for the Internet. Email Lou at lou@theonlinevideoguy.com or visit http://www.theonlinevideoguy.com