Invodo creates high-quality product video content at scale and develops leading technology to implement and deliver the content to retail sites and other points of consumer influence. For manufacturers like Summit Toy, Invodo’s vast syndication network enables delivery of the custom videos to retail partners that are also selling the products. The videos drive sales and reduce returns by highlighting key features of merchandise and aiding the consumer buying decision process.
“Manufacturers are always seeking tools to help retail partners sell more merchandise, and video optimized for conversion lift makes that possible,” said Craig Wax, Invodo CEO.
Who says About Us pages need to be boring? Who says they need to be full of corporate speak and cliche filled drivel talking about "Providing cutting edge turnkey solutions for our clients" and "Friendly knowledgeable service" and "our mission is......."
Why is video especially important when marketing to women?
People vs. text - Women can see body language, facial expressions, and other emotional details text can't convey.
Scenarios vs. features - Women don't just care about features, they want to know what the features can do for them. Women look ahead to the multiple scenarios where they might use a product.
Here's an example from the Girlfriend Getaway promotion sponsored by Southern Chevy Dealers. It's a video from a woman demonstrating the Malibu docking station for her iPod. See how much more effective this video is (how much more of an emotional connection there is) than simply listing this as a feature on your website.
Online video is where it's at people. Add it to your websites and product pages and increase conversion.
I asked Sally Bjornsen that question. Sally runs Sally Bjornsen Represents where she represents a select group of photographers. Ad agencies hire these photographers to do photo-shoots for their clients. I wanted to talk to Sally for two reasons:
She has an extensive advertising background working for companies like Nike and Nordstrom as well as running her own women-focused ad agency.
With her current business, she sees firsthand what types of images agencies are looking for today.
Sally has seen some trends as to what types of images are connecting with consumers, especially female consumers.
Here are the reasons why this website does well with women.
Design - This is a clean simple design - not cluttered. The site uses softer rounded corners which is a design aesthetic women like. And the color scheme uses female friendly colors.
Images - The site features positive images of people. Women want to see not only products, but how people use/react to the product. The banners flash different occasions giving her ideas of what types of occasions/parties the product can be used for.
My test was simple -look at a painting and guess whether the artist was male or female. (Then look at the caption to see if the name was male or female). The great thing about this art show was, all the paintings were the same size - so there was some uniformity, which made the research a little easier. (Rather than trying to take size, material, etc. into consideration).
I wasn't enough of a geek to keep an actual tally of how many I got right or wrong. It was a spur of the moment idea. But it felt like my success rate was better than 50/50.