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Using Videos in Your Marketing Mix

By Linda Sedloff Orton

Video or home movies have been part of our lives as long as most of us can remember. The medium has significantly changed over the years, but the message remains the same. Home movies help us connect or reconnect, touch our emotions and teach or remind us about times for which we may or may not have been present. Movies we see on the big screen entertain, scare, teach and transport us. Commercials on TV, and now the Internet, can amuse, build a feeling of inclusion or stimulate our senses, all the while trying to sell us a product or service. So it's reasonable to see how video is omnipresent in our lives today.

Given the all-encompassing video exposure, why do law firm videos seem so ubiquitous? Perhaps it is the newness of the industry and the lack of clarity among marketers about how video can and should be used to drive results. Perhaps it is the sticker shock that seems to accompany video production in contrast to your brother-in-law who has a degree from film school, but works in accounting, shoot your video for less than $1,000. Quite simply, perhaps law firms are so resistant to video because we are taking a form that is so familiar to us in our personal lives and trying to apply it in our professional worlds even though we don't know how to do it well.

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