Storytelling is a basic fundamental when developing a marketing campaign. Many marketers use this tool to make sure consumers understand what is going, and what emotional reaction they will emit. It’s important to make sure that your audience receives that communication effectively, and accurately. In the cosmetics industry we want to tell the story of a transformation. We show that you can be yourself but glamorous you. The last image we want to give off is self-hate or being something you’re not. After reviewing many make up advertisements, I have seen were the ads becomes off putting. The ad would show a preserved “unattractive” woman walking down the street and she doesn’t get attention or is she noticed by her crush. Now because he puts on make up everyone is attracted to her. This storyline can be seemed as a self-hate advertisement. We can instead change the dynamic by showing a woman walking down the street being noticed by friendly neighbors, storefront owners, or bystanders. Now when she adds make up her natural beauty becomes enhanced. She may add mascara to enhance her eye color, or powder to remove oiliness. That storyline now becomes more effective and is about enhancement instead of replacement.
Creating a video can be the most overwhelming task we may face if were not properly prepared. You don’t need to think like Steven Spielberg, Quentin Tarantino, or Micheal Bay (explosion). Just be yourself and the ideas will start to flow in. There are three important steps you would need to take in order to get your master piece from start to finish. Número Uno, write down all your ideas on paper. Think about everything, all the possibilities your video can have, different themes, etc . Once you have completed your list, slim it down, and make sure you group like ideas together. At the end, you should have your main idea and a sure-fire
topic for your video. Step two, create a script. The script doesn’t need to be highly detailed with tons of actor dialogue. This is just a general idea or direction in which you want to go in with your video. For instance, instead of writing the exact dialogue for each character simply type in
“Character A: talks about going to the movies”. This small blurb allows you to keep control of your video while giving your actors “if you have any” freedom of creativity. Step Three, learn about cameras and video editing. Understand what lens, audio equipment, or lighting that you may need in order to make sure your video picture perfect. When it comes to editing utilize YouTube or Google to find how to guides and tutorials. Creating a video now becomes easy because you have established a step plan to help guide you along the way.
Have you ever watched an advertisement without music? How did it feel? Was it missing something? Did you, as a consumer, feel a connection to the product? Did you have any idea on what exactly was going on? Just the other day, I watched the Sony Bravia Bouncy Ball commercial without music, and I will tell you, that was the most horrifying experience I have ever received. It felt like a horror movie, the balls bouncing down the street with no sounds created a sense of unpredictability. I saw these balls as a threat, an invasion of the city. The image of a little kid hiding, a woman sheltered in her home, a dog cowering on a ledge and even a little frog trying to escape these balls gave me the impression that the balls were nothing but evil. As a marketer, this would be the last impression you want your audience to receive about your product. When developing an advertisement, we need to encourage a thought, an idea, or storyline that better connects our target audience to our product. The best way to do this is by adding music. When I watched the ball commercial again, this time with music, the dynamic changed drastically. I felt a storyline, I felt emotion, I connected better with the product. I saw the balls as a symbol of freeness, release, and they became the focal point of positivity. The balls weren’t just evil anymore, they symbolized a change into something new. That alone brought Music To My Ears.