Web-Video-Marketing & Advertising made SIMPLE!

Here is some advice I gave a friend regarding setting up a TV-Video Ad campaign for "HONDA"....

Creative, attention-grabbing ads will help you get campaign results; steps I use to help to craft effective campaigns are: The way you combine words, colors, graphics, sound, ideas and animation are critical to any campaign success.

To start, you need to define goals to plan for your campaign. Ask yourself the following questions: What do I seek to accomplish with this campaign? What action do I want online users to take when they see my ad? Once you have done this it’s time to develop your advertising message with a punch... “Remember, make it fun, exciting, sexy but with taste, given something to think about…that something to stick in their heads, that eventually will make them turn their heads and attention to your ad, product or service you are advertising.

Consider banner ads which use both graphics and text, video clip ads, images, text, sound; it is important to consider these elements. With that in mind, here are some tips to help you craft an effective ad campaign.

1. Study the competition online. “Go see what others, or competition are doing”; when designing a creative piece like a banner ad, video clip, start by identifying the best ads that you have seen. The easiest way to do this is to visit the major portals such as youtube.com and look at the different banner ads from your competition. Try to identify at least three ads that catch your attention and your interest. What, if anything, do these ads have in common? This will help you understand what techniques are effective, as well as what design style appeals to you.

2. Use clear graphics and messaging. Your main objective is to have people take a particular action after viewing your ad; a strong, clear message will help capture their interest. Clear communication requires that you understand your message, what you are selling and the benefit that you are offering potential customers. You will often want your primary message to be the strongest visual element in your ad (“like Cherry pie”) lol..lol…. no joke I’m serious, grabbing their attention is the main thing, once you done that, everything else will automatically trigger a domino effect that eventually will translate in web hits, traffic, popularity (both online and onsite), prospects, sales, happy customers, and continue revenue growth.

3. Control the file size. How many times have you had to wait on a banner ad before you could view a website? To minimize user frustration, you need to limit the file size of your ad; as a general rule a 468 x 60 pixel ad should be 12 kilobytes or less for a banner or about 2 to 3 minutes for a video, may 5 depending. The easiest way to achieve this is for a banner ad is to limit the number of colors you use and save your banner as an animated GIF file, for a video clip, need to take in consideration length of film, sound, definition, quality and effects, keep in mind not everyone has a range of wide bandwidth or high speed broadband.

4. Say it in a few words. This is especially important for a banner campaign, where you are limited to a small visual space. Using fewer words means that you can make the font size bigger, which increases the impact of your message. For example, instead of saying "You will be satisfied with the speed and reliability of our repair services," you could say "Fast, reliable, quality, repairs. Guaranteed." Sort of the same rule applies for the video clips when adding the text, sound and scripts.

5. Use powerful words. These are single words that immediately communicate a benefit. "Free," "unbelievable," "incredible," "affordable," "heartwarming" “reliable”-- a brainstorming session will help you create a list of words that are perfect for your campaign; also now there is a marketing trend mixing Spanish words with the ad campaigns, these are easy words that American know and use from time to time like “Pronto”, mas Fun… let’s TANGO…and so on….

6. Select images carefully. Adding visuals is like being a professional chef or like cooking with spices; usually everything is analyzed by the eyes of our customers; if they like what they see, they will eventually buy it. Too few will lead to a bland banner or video, while too many will destroy the desired effect. If you want to add an eye-catching graphic, royalty free stock photography is an inexpensive option. There are several websites online that offer these images as you know it. Using a drawing or chart with a limited number of colors is an effective way to catch the eye while limiting the file size; with video choose your scenery according to the ad you are creating, add the sound and effects, do not forget the script or catching monologue.

7. Contrast to capture attention. Include these elements: background colors, a bold text message, and a photograph or drawing, sound, and animated. To be effective you need to have contrast between these elements. Contrast can be achieved using different font sizes and bolds and colors. With video clips, make sure you have the correct lighting, correct shades, noise reduction, clarity, appropriate scenic, music, correct monologue, beginning, development-transition, ending.

8. Limit the fonts. When designing your ad, try to use no more than two fonts. If you do use two or more fonts be sure to select fonts from different categories. There are three main font categories: serif (which have tiny "feet" on the letters), sans serif (with no decorative "feet") and decorative (which include highly decorative and script or handwritten fonts); believe it or not this is important, but also relative to your campaign and clients wants…remember..”Wanting does not provide the same effects or results than NEEDING” and you need to balance that….

9. Don't overdo animation. If you plan to use animation in your ad, there are a few things to consider. You want the animation to draw the eye without offending the online viewer. When setting the animation speed, look for something that changes at a slow to moderate pace (like Cherry pie–ad you created before”); that was pretty excellent to be your first.., I’m impressed.. It helps to set your animations so that they stop after three cycles; some sites may insist on this.

10. Less really is more. As you create your design, remember that less cluttered messages will make a stronger impact with the online viewer. Limit the number of elements -- the colors, fonts, graphics, sounds and words -- that you use in your ad and ask yourself whether your primary message is clear and/or in within target.

Hope these shine some light in everything you are trying to do with marketing, advertising and the internet…I know that many of these you already knew, but is always good to go-back to basics and remember.

It is never easy to invent yourself, over and over, trying to come up with new things it never an easy task, but that is what keeps it interesting and fun. Audiences are very hard to please but if you keep it simple, straight to the point, fun and little sexy, I’m certain it will sell and you will be very successful and happy with the results.

Regards,

John Bisner

The Fat Boy Chronicles Movie Trailer

Here is an amazing movie with a tremendous story line and outstanding cast from which we all can learn so much.

The Basic Web Design Principles Not to Forget

Home Page (Main/Index.html): Home page should clearly indicate what the site is all about. The first page should provide a top-level navigation bar with clear display, your logo, and tell to the visitor what he/she can find and do on your web site. Your home page should be informative, and should take your visitors on action and attention. The home page is the place where the visitor decides what he will do, where he/she click on your links to move along, or leave the site. If you have a discount, or if you offer some free service in attempt to make a contact with potential customers, make sure to provide link to that service on your home page that is important.

If you decide to implement flash intro on your first page, make sure to give the user possibility to skip the flash intro. The link “skip intro” should be outside of the flash, because you will force the visitor to wait until the Flash movie is loaded. If you have music or media on your site, the user should have the option to turn it “Off” if he/she wishes.

Navigation structure: Place the navigation on the place where the people are used too look for it; Do not get creative neither experiment with the navigation! I cannot stress enough this. It is recommended to keep the navigation system same on ALL pages. Visitors are not ready to learn your site navigation system and such can discourage them and leave the site. Consistency is the most important thing here. You should focus your effort on building consistent rhythm across all pages of your site “Very Important Point”. (VIP).

Font size: Your font size should be big enough so your text can be read without almost any effort. Many people will not bother to read very small letters, which is a turn off. Do not loose your visitors because of font size. Optimal size seems to be 11-12 points. Visitors should be able to read your text easy, break big chunks of texts in paragraphs and make them easy to follow.

Line Length: The length of a line of type should be comfortable to read. The optimal line length for printed materials seems to be about 10 to 12 words, or 55 to 65 characters. Somewhat shorter lines of about 40 to 50 characters may be more appropriate for larger displays. If the line is too long, the reader must search for the beginning of it; if it is too short, it will break up words or phrases awkwardly.

Emphasis: Creating emphasis is an important and integral part of designing and typesetting. Handled with taste and good judgment it can help direct and inform the reader accordingly. When these qualities are lacking, or someone feels that every word is important and must be emphasized in some way then your web page starts to look like a battlefield and becomes difficult to read!

The Graphics: It has well known that one picture worth more than million words. This rule applies on Internet too. Do your best to show clear, attractive photos of your products. If you offer a service, find a photo that will best describe it. However, be careful about file size. Do not compress your photo to that level to not be clear, but also do not leave the photo on full quality. That will make file size too big, and will increase download time.

Gif vs. JPEG: Less experienced web designers many times use the wrong format to store their pictures. Here are few guidelines, which will help mistakes to be avoided. If your photo has small number of colors (less then 64), GIF will be better choice. Make sure however to reduce the palette size too. That is, if your image have10-15 colors only, reduce your palette on 16 or 32 colors. Also, if your image contains text, GIF format should be your choice. JPEG use loose compression method and will cause text and edges to become blurry. If you are saving a photograph – save it as JPEG. JPEG images can contain over 32 million different colors. That is much more than the human eye can see.

If you want to incorporate large text into a photographic image, JPEG may be a good format to use. While the edges may still be blurred, danger of it becoming unreadable is slim. If you think your image is more important than the text, go ahead and use the JPEG format.

Speed: Do your best to reduce the download time. We live in a busy world and people are not willing to wait for long time. Try to reduce size of your graphics as much as possible without compromising the image quality. Image (s) must look good, but size (in KB) should be as small as possible, remember that.

Run a Test before publishing: Do your homework, and do it well, save time and be smart. Your visitors will not bother to send you an e-Mail telling you some of the links on the site do not work or that some of your images do not appear or display correctly. Even if someone do so, it is quite embarrassing. Perform spell and grammar checking. Remember that in many cases, visitors will build his opinion about you or your company based on your web site. When published, the site should not contain any “under construction” or a “coming soon message”, that is a turn off for some demanding people today.

For additional assistance visit: www.bisnerconsulting.com

OUTSOURCING Y LA WEB

Construir y administrar un sitio Web exigen habilidades que lo candidatizan para ser un proyecto efectuado por outsourcing. La construcción de un sitio Web, y su mantenimiento, bien podría aplicar como elemento candidato a ser efectuado por terceros, por las dos características. Por lo general, la construcción y el mantenimiento de un sitio Web se sale del objeto del negocio, excepto de las empresas que los construyen, y además, requieren conocimientos de muchas áreas, difíciles de acopiar al interior de una empresa.

La infraestructura para colocar el sitio Web mezcla conocimientos de redes, servidores, bases de datos, servidores de aplicaciones, servidores Web, correo electrónico y muchas otras tecnologías. Aunque al interior de las empresas pueda existir este tipo de tecnologías o conocimiento, su aplicación por lo general está orientada a la operación del negocio y no a la generación de un sitio Web. Elementos como alta disponibilidad, conexión permanente a Internet, y con buen ancho de banda para atender los usuarios, son temas que están mejor administrados en un ISP, cuyo negocio es precisamente ese, que en una empresa para la cual no es su negocio.

En el caso de la infraestructura la recomendación general es efectuar el proceso con un tercero, pero no se puede suponer que al encargárselo al tercero, la responsabilidad también disminuye. Debe ser claro que es responsabilidad compartida, entre el proveedor y el cliente, la definición de procedimientos y políticas para la administración del sitio. Por ejemplo, cambios tan obvios en la parte técnica como la actualización del servidor Web, pueden dar al traste con la funcionalidad de un sitio. Este tipo de situaciones deben ser acordadas en un documento que se conoce como "acuerdo de niveles de servicio" y se estipulan las responsabilidades y criterios de medición para cada uno.

Luego viene la parte interesante del asunto, la construcción en sí del sitio Web, para lo cual se requieren tres tipos de especialistas. El ingeniero de software, que debe construir aplicaciones sobre tecnología Web, de tal manera que sean fáciles de usar, fáciles de mantener, y rápidas para ser descargadas por los visitantes. También están los diseñadores gráficos que trabajan en la distribución de cada elemento en el portal, la concepción de colorido, tamaños y tipo de letras, y muchos otros factores que intervienen en el diseño gráfico. Por último, pero no menos importante, está la generación del contenido, tanto para la primera carga, como para el mantenimiento periódico del sitio. Esta generación de contenido requiere la habilidad de "incitar a la acción" para poder que el sitio en sí tenga el efecto deseado en sus visitantes.

Estas habilidades también son difíciles de encontrar en una sola empresa, lo que hace factible la contratación de la construcción del sitio Web a través de empresas especializadas en el tema. Tal vez el único de los temas que se deberá hacer al interior de las empresas propietarias del sitio, será la generación de contenido pertinente al sitio y a su objetivo. Si es una empresa que provee servicios médicos, el contenido puede ser información de conocimiento general para el mejoramiento de la salud. Si la empresa vende productos de consumo masivo, la comunicación deberá ir orientada a la generación de recordación de marca. Como se puede ver de estos dos ejemplos, se requiere un conocimiento sobre el tema, además de saber comunicar.

Construir y administrar un sitio Web exigen habilidades que lo candidatizan para ser un proyecto efectuado por outsourcing. Sin embargo, eventualmente el sitio Web será tan integral a los procesos de la compañía, que será absorbido por la tecnología de la misma empresa, de la misma manera en que los costos permitieron pasar de un esquema de "service" para el procesamiento de datos, a tenerlos cada uno en nuestros propios equipos.

Great Tips for a Better Website

Just some things need to be included in every website. If you integrate these tips into your next web site project, your visitors and clients will "thank you" for it later:

1) Navigation: Keep it simple (KISS), and make sure it is consistent from page to page. No matter where you place your navigation bar -- either at the top or down the side -- always include a small text menu at the bottom of every page. If you are one of those people easily impressed with Flash, do not design your navigation with it. There are still some people who do not have or want the plug-in, so they will not be able to navigate your site. Besides, search engine spiders cannot read it, so will not be able to spider the individual pages of your site if the navigation is done in Flash. These are the little things all web designer should keep in mind, but many tend to forget or do not explain this important fact to the client and you run into minor issues later around.

2) Privacy Policy - (TOS): With all of the concern over privacy on the Web today, if you collect any type of information from your visitors (even if it is just an email address) you need to include a privacy policy and a terms of service (tos). Many online templates will help you to create one easily. Once made, post a link to it on every page of your site to inform your visitors.

3) Contact Information: Nothing drives me more insane, nuts, and crazy than having to search through an entire website just to send the owner an email. Post your contact information at the bottom of every page of your site, along with your email address and keep it simple.

4) Logos & Graphics: Please keep your graphics down to a reasonable size. No one wants to wait two minutes while your huge, beautiful logo loads onto the screen. If you must use many graphics to get your point across, I have one word for you: Compression. For help with Logo-Graphic Design Click HERE

5) Fonts: Remember if you stray from using the standard, font (s) that everyone has installed on their computers (such as Arial, Verdana, Times New Roman) the viewer will not see your fonts as intended. Your users' computers will display your site in their default fonts. Stick to standards. If you must have a certain font used you will have to turn it into a graphic to maintain its look.

6) Make It Sticky: Include interactive features if possible, such as live news feeds, RSS or XML. Check out http://www.moreover.com for some news feed topics you can paste into your site free. Use chat rooms, discussion boards, forums etc. You want to create a sense of community where people will want to return.

7) Newsletter: If you are going to have a website, you need to offer a newsletter, even if it is strictly going to be about sale items, specials or site updates. You need to start collecting a list of your visitors' email addresses so you can keep in touch with them. Ezines help to keep your site fresh in the client's mind and helps to establish trust and credibility. For more on how to start your own ezine see http://www.ezineuniversity.com or consult with us we can help you.

8) Browsers: You would be amazed at how differently your website appears in different browsers. Make sure you peek at your site in Netscape, FireFox and Internet Explorer. Recent stats show IE has about 80% of the market share, but you will still want to make sure the other 20% can view your site without any problems.

9) Resolution: This is a highly debatable subject. "What resolution should I design for?" The norm these days seems to be 800X600 although there are still a small number of people limping along in 640X480. Look at your site in different resolutions to get an idea of what I am talking about. If you do not mind letting the small majority scroll right and left, I say go with 800X600 (that is what I do) and it still looks acceptable to those surfing in mega resolutions of 1024 and higher.

10) Index Page: This may seem like a given, but I must mention it anyway. On the very first page of your site (the homepage), the first paragraph should answer the "5 W's"; telling them who you are and what you are offering. You would be amazed at the numbers of websites that leave this out; and I wonder, "What do these people do, and what's in it for me?" You need to answer these questions and do it fast. Surfers are a very impatient group of people these days. The correct thing to do would be stop them before they click away and you loose a valuable client or visitor.

If you can remember the above 10 pointers when putting together your next website, you will create a winning site that visitors will want to return to, and not run away from in frustration.

For additional help visit: http://www.bisnerconsulting.com

Smart Ways to Promote a New Designed Web Site

Is not it great when you just finish designing the perfect web site? Regardless of how great it looks, it may not help your business unless people know it is available on the web. Here are some smart ways to promote and expose your site to potential visitors and future clients.

A) It is important to make sure your URL is easy to remember, spell and is descriptive of your industry or business. No matter how good the content is, few will visit it if they cannot remember or spell the name. Remember to choose an URL that is representative of your company's name, an abbreviation of your company's name, or a description of your product or services. People who use the web frequently seem to favor short, to the point descriptions. Keep that in mind when registering you company’s domain name. At Bisner Consulting Services, we can help you to process your domain registration, hosting, design and promote your business Identity on the web.

B) Include your web site information in as many search engines as possible to allow your web site address to come up during category and subject searches (SEO). Most search engines have instructions for submitting your URL, but if you cannot find them, use the "help" feature. Submission services such as "Add Me!” (www.addme.com) make listing your web site a snap by automatically sending information to the search engines with a few clicks of the mouse. Most of these are free or have a nominal charge. Remember though, that many search engines do not immediately update their files, so you may have to wait from a few hours to several weeks to have your web site added to their lists. Once you have added your URL to the search engines, make sure to check your email regularly to see if there are any follow-up instructions. Several search engines require a confirmation from you or they will not list your web address.

C) Another way to help people find your web site is to add your web site address to all of your promotional and print media materials including business cards, letterhead, brochures, 4x6 post cards and other marketing materials. Today people want to know more about you NOW. Make it easier for them by adding a signature line to your email with your company's name, tag line/slogan and web site address. It is a terrific marketing technique! One quick click and people have access to your site. Consumers can quickly access more information about you and your services if you remember to add your web site address.

D) Make sure that your current clients know about your web site. Send out a specially designed direct mail piece, a postcard for instance, announcing your web site and offering a brief overview of the contents and features. Current customers can be a great source of referrals and may even be willing to add a link to your site on their own web site if they are impressed with your services. Make sure to ask your clients to recommend your web site, and therefore your services, to others. Incentives are not a bad idea either. If you get a call based on your web site, and a current client made the referral, do not forget to send a thank you in the form of a discount on services or small gift. These personal recommendations can be powerful and extremely profitable.

E) If you are part of an industry that is represented by an association, professional or trade group, find out if they host a "circle" or link exchange program. A circle is a group of web sites comprised of common subjects that are linked together. Being part of this marketing tool is a great way to attract customers searching in a particular category or subject area. Potential clients may discover that you have just the service they are looking for! In addition, you may be able to collaborate your services with another company who needs your skill and expertise.
Promoting a new web site is not easy. It requires a lot of hard work, hours on the computer and ingenuity to attract potential customers and it cost money, “Time is Money” Be creative, because this is the age of the Internet. The rewards can be enormous if you do your homework and partner with the right team; “The BCS-LLC Team”.

There you have: Smart Ways to Promote a New Designed Web Site MR.B.

LIMPIE EL DISCO DURO DE SU PC

Situación

En la medida en que se usa el PC, vamos dejando rastros de nuestros actos en el disco duro. Esto sólo nos hace desperdiciar espacio, que con cada programa que montamos nos damos cuenta qué pequeño es el disco duro (¡de cualquier tamaño!). Es importante entonces efectuar procesos de limpieza frecuentes.

Recomendación

Se recomienda atacar dos depósitos de basura del PC - La Papelera de Reciclaje (Recycle Bin) y los archivos temporales de su browser.

Bote la Basura
Por más que envíe los archivos que ya no usa a la papelera de reciclaje, estos no abandonarán el disco de su PC hasta que no vacíe la papelera de reciclaje. Para hacer esto, haga presione el botón derecho de su ratón sobre el icono del cesto de basura, y seleccione "Vaciar Papelera de Reciclaje" (Empty the Recycle Bin).

Vacíe el Cache
Todos los visores (Browsers) tiran archivos a su disco duro a medida que usted navega de sitio en sitio por el Web. El problema es que los dejan ahí en su disco en una carpeta o grupos de carpetas llamados Cache. Usted puede tener miles de archivos en su disco que realmente le sirven para poco o nada. Con su browser activado, siga las siguientes instrucciones para vaciar el cache

Internet Explorer 3.x: Seleccione Ver/Opciones (View/Options). Bajo la lengüeta "Avanzado" ubique "Archivos Temporales de Internet" y haga seleccione "Configuración". En el dialogo que aparece, pulse "Vaciar Carpeta".

Internet Explorer 4.0. Seleccione Ver/Opciones Internet. En el diálogo que aparece, presione el botón "Borrar Archivos" bajo "Archivos Temporales de Internet" en la lengüeta General.

Netscape Navigator 3.X. Seleccione Opciones/Preferencias de Red (Options/Network Preferences). En el dialogo de Preferencias (Preferences) que aparece, haga presione el botón del ratón en "Limpiar Cache de Disco Ahora" (Clear Disk Cache Now)

Netscape Communicator: Seleccione Editar/Preferencias (Edit/ Preferences) para desplegar las opciones de Preferencias. Bajo Avanzado, seleccione Cache y haga clic en "Limpie el Cache de Disco" (Clear Disk Cache)

Situación

En la medida en que avanza la tecnología, cada vez más aumenta el uso del disco que hacen los programas que montamos. Algunos de los archivos que se trasladan a nuestro disco duro nunca los vemos, o solo se ven en la primera instalación del equipo o del programa Es importante entonces efectuar procesos de depuración de VIDEOS que ocupan una tajada considerable del disco, y no los utilizamos.

Recomendación

Los archivos con extensiones .avi y .mov son los que mayor espacio consumen en su disco. Una instalación estándar de Windows/Office97 puede dejarle alrededor de 2MB de vídeo. Siga los siguientes pasos para buscar y eliminar los videos que no utilice.
Use el explorador de Windows (presione el botón derecho del ratón cuando el cursor esté sobre el icono de MI PC, y seleccione EXPLORAR.

Inicie el buscador de archivos en HERRAMIENTAS – BUSCAR – ARCHIVOS O CARPETAS

En La casilla que aparece, introduzca "*.avi" (ó "*.mov" sin las comillas) para buscar los tipos de archivos respectivos. Haga doble clic sobre cada uno de los archivos para ver de qué se trata (debe poder ver el vídeo) Decida si lo quiere mantener o lo puede borrar. Para borrarlo, arrástrelo hasta la papelera de reciclaje (No olvide vaciar la papelera!)

NOTA: Se incluyen algunas traducciones para cubrir versiones que no se especifican aquí.

Para informacion adicional visite: www.bisnerconsulting.com