6/09/2010

Long Format Film Based Marketing with Full Throttle Media

It was early last year and I was pitching a film based marketing plan to a business. Full Throttle Media's idea was to shoot a longer format feature segment and then edit down to multiple 2-3 minute clips for promotional purposes. The long format would be used for streaming, download, trade shows or more interactive sales situations and the short disseminated through broadcast means online. Any way, they had their hired content expert on site and all she could say was “Short format is the only thing that works. It has to be less than 30 seconds.” Sigh! I was offering direct access to the audience they most needed by means of a multimedia production communicated across multiple platforms and she was focused on print advertising. Needless to say, they could not make a decision on my proposal and eventually ended up doing nothing.

Where are they today? Nobody knows and the content expert was fired. Gee, I wonder why. This company is still in business struggling to position their brand with their target consumer. What I mean by nobody knows is that they spent "hundreds of thousands" of dollars listening to the content expert and got butkus. They are no more known today than they were a year and a half ago.

A new report from eMarketer shows continued growth in US online video viewers over the last year and projections for further growth going forward. The kernel in this report reveals that while online video viewership was increasing rapidly, the streaming and downloading of full length productions was experiencing even more dramatic growth. Internet users are moving beyond snack size clips and embracing full length features online.


Well, I have another appointment with these guys.

Share the experience, sell the dream...Full Throttle Media! FTM Seth Horne

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