The Power of Film

NO LONGER A NICE-TO-HAVE; FILM IS A MUST HAVE

Take a quick look at any successful company’s website or social media and film content will usually be playing a big role. In these times of constant, direct communication between brand, customer and B2B, film is an essential marketing tool which helps businesses stay ahead of the competition.

Up to 95% of film messaging is retained by viewers compared to only 10% with static text. That’s a powerful statistic. Whether it’s announcing a product launch or CSR initiative, promoting corporate training or raising investment, brands are using film as an engaging, motivational communication tool for a wide audience, both external (clients, press, partners) and internal (employees, international franchisees, suppliers).

Advocates of film say that it can save time and money, as well as have an incredible impact at an event or presentation. In most cases, it does all of this within 1-3 minutes on a screen, laptop, tablet or phone.

However, management teams can be dubious about investing in film. It’s expensive and the return on investment can be difficult to quantify; it’s very difficult to track sales to a specific sales tool, and when it comes to intangibles like reputation, it can be nearly impossible.

John Vincent, CEO of Leon Restaurants, is a believer. “I see people go through exactly the same process where they move from “I’d like to do a film but I’m not sure it’s going to do me any good” to “That film is so amazing, it’s my idea!”. They’ll usually end up saying that they “can’t believe what a positive commercial impact that film has had”. John would know, his healthy fast food chain has grown from just a few stores in London, to having a presence across the world; success he attributed in part at least, to the power of film.

Back in 2014, John invested in a film that told the story of his company and what it does, explaining its culture, vision and values. He believes that his investment has been paid back many times over, by securing investors for international expansion. Leon global franchisees have used the film to tell the Leon story to their suppliers and partners without having to travel to the UK, and it’s also used as a training tool for new recruits.

John firmly believes in the power of film and is still using this initial investment for social media and point of sale purposes today. “When you’re running a business there is always calls on the cash. Film has really deep commercial impact and is the most amazing way to showcase who you really are, tell people what you do and excite them about it”.

Choosing a quality film partner who can deliver the goods ensures your return on investment, but as demand for films has grown, so has the number of suppliers, some of whom sacrifice quality for cost.

“For me, film is not something that can be done on the cheap” says John. “Everyone has a mate who 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 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.