eLocal, always a step ahead of the competition in the Local Search market, has pioneered the use of the generic mini web videos for business promotion. I call them generic, because each of the 10-15 second online videos can be used by any business in the profession for which the video is made. eLocal markets them as “custom” web videos because each one is made for one particular profession.

The mini videos are appropriate for mounting on a web page or landing page, and have adapted well to eLocal’s local search marketing strategies for the small businessman. It is interesting to examine the videos, and see what content eLocal is using to attract customers.

At http://www.youtube.com/elocalvideoexamples#p/u/1/HCbsWFgCPE0 you can see eLocals #1 auto body repair video. The video depicts cars riding down a country road. It is a bright sunny day, a pleasant day to be out on the road. Along comes a convertible sports car, with a driver in a driving cap, only one little detail is out of kilter. While sports cars are always small, this one is so small the driver can’t fit into the driver’s seat. So he sits on the back of the car, feet inside, and leans over to guide the steering wheel, as he plods along the road.

The background music for the video is a modern jazz guitar piece. The chords obviously contain discordant 6s and 7s, jazz chords, which add notes that are not in the normal 1,3,5 progression. The chords serve to amplify the theme of things not fitting into place. On a grander scale, the old open air sportscar riding down a country lane is reminiscent of earlier days in the automobile revolution, when cars still did not quite fit into roads meant for the horse and buggy. The video caption reads, “Having car troubles?” As the clip ends, the music fades out.

The caption and part of the scene are out of focus. This may have been deliberate. It might have been the intention of the videographer to liken the out of focus caption and out of focus video with the out of kilter car. [/spin Nevertheless, the lack of focus detracts from the professionalism of the video.
[spin]This video , which takes place in the bright of day, contrasts with eLocal’s other autobody repair video that shows a car breaking down on a dark deserted freeway, at night. While that video focuses on a common emotion of fear, which motorists can identify with, this video attempts to downplay the fear and panic element often associated with a car breakdown. The soothing music invites viewers to calm down and take a stoic look at their car troubles. It seeks to minister to the victim of a malfunctioning vehicle, and in this way to attract them to make contact and use the services of the advertising company.

What do the two videos have in common? They address the emotions related to car problems. In this way the online video attracts the customer, who can feel that this company understands how he feels.

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Filed under: Video Marketing

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