Bowdon Media - Whitepaper
VFRs: Product Promotion for the 21st Century
Internet Videostreams for Retail, or VFRs, are not TV commercials, (nor do they come with TV commercial budgets). They are simple, professionally produced video clips of products for sale.
The clips can be downloaded either from the internet or via video-on-demand television systems. VFRs are formatted a variety of ways, for viewing on computers, televisions, in-store kiosks, cell phones, iPods, Treos, Blackberries or other mobile devices.
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Product-Specific VFRs have some or all of the following features:
- Product for sale is shown from many angles
- Product is shown in use, with important features demonstrated on-camera
- Product is shown in different types, sizes, colors or configurations
- Voice-over narration describes product's uses/features/advantages
And perhaps most importantly, an VFR needs a specific style:
- An VFR tone is informational; it is not overproduced or “high concept.” The reason is simple: Marketers shouldn’t communicate the same way to consumers requesting information as they would to a TV viewer whose attention needs to be grabbed.
Which Products Need VFR the Most?
The illustrative nature of video is more important for some kinds of products than others. Products that benefit most from VFRs are:
- Products where the look or style is integral to the sale
Example: Apparel
- Products with features that could benefit from narrative explanation
Example: Electronics
- Products that can move or make sounds
Example: Toys
- When Product “Personality” Matters
Example: Author Interviews, Magazine Subscriptions
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© 2006 Bowdon Media