If you’re under pressure to spend wisely, this will come as good news. You can be receiving up to 9X greater value from your budget when your agency thinks holistically and applies the 80/20 rule.
The 80/20 spotlights the fact that most of the value in a given system can be attributed to a small proportion of the input. If you came up through Sales, you’ve probably heard “80% of your sales come from 20% of your prescribers.” In video, 80% of your success comes from the way you write your script. It’s the critical 20% that creates all the leverage.
How To Leverage The 20%
You intentionally design your content to work as a whole or as the sum of its parts. You intentionally create visuals designed to work both on the big screen and the tiny real estate of a mobile device. And you do it all using change management techniques that are designed from the ground up to please Legal & Regulatory review teams.
Example: Medical Education Video
Take a hypothetical medical education video designed for inclusion on one page of your existing branded website. Let’s say it runs 7-minutes, and you don’t want to ever turn a website visitor away out of frustration or technical shortsightedness. Your script would yield:
(1) Full length version for desktop / laptop viewing
(3) Short versions, each running approximately 2-3 minutes and each covering one key learning point from the full length title. These short modules are designed to keep the impatient website visitor or the one who “knows what he wants” on your site
(4) Mobile Versions – as many as half of your website visitors will be accessing your site via mobile devices. But popular Apple devices like the iPhone and iPad won’t play Flash video. Our intelligent code detects the kind of device your website visitor is using and matches it to the appropriate video format.
(1) DVD optimized for traditional television sets
That’s a total of 9 deliverables created from one concept and one budget. Its value is in addressing all audiences – both mobile and desktop — in the format and time frame they want. All without proprietary code or lock-ins. Only video can do that for you.