How does one introduce themselves in a corporate society where your audience has 2.7 minutes of spare time between tasks?
When I think back to when I first got into corporate media , I am amazed at how the marketing mission has evolved.
Time with a client through video was a true wonder. Customers were thrilled to be entertained through a 1-hour video in a sales world riddled with business cards and folded brochures (sort of like in high school when the teacher broke out a movie in class. Who cared if it was just a film about stick bugs getting it on?).
But throw on a 1-hour video in front of a perspective client these days and you’ll lose them in the first few seconds. No one has the time, let alone the attention span.
Yet, you have to have some form of moving media today or you’re not grabbing a client’s attention. So I’ve formed this helpful list in dealing with our A.D.D Corporate Society:
The “MARKETING GUIDE FOR OUR A.D.D WORLD”:
- Video: watch the run time. Stick around the 2 minute mark OR LESS.
- Video: use subtitles. People scrolling through social media sites may not be able to use volume at their desks. Subtitles also catch the eye in a scrolling feed.
- Printed materials: keep the text to a minimum. People don’t read anything that looks like a commitment.
- If you have to convey a lot of information, do so in a secondary media piece: a data stick, a website, a booklet (once you have them asking for more).
- Consider moveable images such as animated “cinemagraphs” on websites, static pages, etc. You’re competing visually, not just productively.
- Entertain. The internet offers freebies all the time: information, amusement, images. If you’re putting your media out there, make it worth the client’s while in a visually stimulating way.
- Ephemeral Content: As in short-lived media content that is transitory. Instead of a long video, break up the same marketing budget into many 15-second videos, uploading them in intervals to stay current.
Side Note: Stick Bugs have sex for 2 months straight. How’s that for attention span!