can do it cheaper but I don’t think it’s worth scrimping; if it’s not very good you won’t want to show it.” It’s important to do your research, look for a film partner with an impressive and returning client list. Check out their work for strong strategic storytelling skills that focus on a brand’s target market and audience, and most importantly, make sure their films make you feel or want to do something at the end. This is the magic ingredient that makes a viewer buy into a brand and gets business results. Marketing experts say emotional reaction is key in delivering positive commercial outcomes as it’s the deepest driver of human behaviour. Data shows that on
FILM HAS A REALLY DEEP COMMERCIAL IMPACT AND IS THE MOST AMAZING WAY TO SHOWCASE WHO YOU REALLY ARE.
virtually any conceivable metric, emotional involvement beats rational persuasion, and film delivers far more emotion and engagement than print. There are emotive stories everywhere in BITA; in the designer who is passionate about creating taps, the landscaper who transforms a space that thousands of people will come for years to enjoy and the developer who has regenerated a rundown area and brought its historic buildings back to life. The power of emotion in advertising is not to be ignored; it changes behaviour, builds customer trust and belief and therefore long-term growth. Think about telling your brand story on film, think about shouting about all the great things you’re doing and consider the real difference film could make to your company’s business success.
Jane Gerber
BUSINESS
