Strategic Story

Strategic Storytelling-Branding 2

After yesterday’s Story-branding, I decided to look for videos that could be critiqued and even possibly improved if they were changed to a story.  It didn’t take long for me to find one.  Before I say anymore, look at this Real Estate video.

 

 

The video was published on July 20, 2017.  The message for this video was to announce a First-Time Home-buyers Seminar that was scheduled for August 16, 2017.  The message took 10-seconds.  So, first let’s go over what’s wrong with this video.

First, it should have already been taken down after Aug. 16th.   This is out dated information.

Humor is a great attention grabber IF it makes a point–this one didn’t.  This group is hosting a First-Time Home-buyers Seminar.  What will be discussed?  What do I need to know in order to buy my first home?  What will I get out of this seminar when I leave?  Of course, none of these questions were asked.  What I observed were five well-dressed RE agents doing out-of-date 1980 dancing in the lobby of their office.  Here is an alternative for a one-minute story presentation.

INT.  KITCHEN   {Wife hands a letter to her husband}

HUSBAND

                                                  What’s this?

WIFE

Our rent is being increased again

HUSBAND

[ANGRY AND FRUSTRATED]

{Reads the letter and then crumbles it up and throws it into the trash}

This is never going to stop.  If we owned a home, like our parents, we would be better off.  But I just don’t think we can afford it.

WIFE

I’m not sure if we could even qualify.  They go by credit scores and how much money you got in the bank.

HUSBAND

I’ve gone online, but there just too much information and education to figure it all out.  I just wish we knew someone we could talk to.

INT.  [CAMERA PANS TO RIGHT] TO RE AGENT BEHIND THE COUPLE.  CAMERA ZOOMS IN SLOWLY ON AGENT AS HE SPEAKS.

AGENT

Let us help you answer these and other questions you might have at our free First Time Home-buyers Seminar.  Come with your concerns and questions and you’ll leave not only with answers, but who knows, maybe with an idea where you might just buy your first home.  Let us be your guide and take you through the steps.  We’re here for you.

A window to click to reserve your free seats could have helped in getting customer information.  This group overlooked several opportunities to collect intel and future leads.

Now, let’s end with this advertisement for Ubiquity World Network.  Remember Hitchcock on the visuals setting the tone, communicating the message, and transferring the emotions.  You will find all three in this one-minute clip.  I especially enjoyed the transitions between scenes.  This is not hard to do, it just takes time to plan it out.  The story has a beginning with the architect designer, how the company differs from cable companies, and ends with a united family using the Net.

 

AfterEffects software can do both these transitions and animations.  Worth thinking about.

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