[WMD 2016] Harmon Brothers, Daniel Harmon "Create videos that don't just go viral, they drive sales"

TL;DR

Harmon Brothers combines branded advertising with infomercials to create branded conversion videos that emotionally connect with viewers and drive sales.

Transcript

hi everybody happy to be here yeah so I'm just gonna don't jump right in I'm creative director with Harmon brothers and we have kind of a focus where do I point this thing to make it go there we go maybe it's gonna go like three frames down no it's not we have kind of a saying within our company in sales first art second but it's a close second and... Read More

Key Insights

• 🎮 Harmon Brothers focuses on creating videos that can sell, rather than just aiming for viral success.
• 🫵 They combine branded advertising with infomercial tactics to create branded conversion videos that emotionally resonate with viewers and effectively communicate the product or concept.
• 💪 Having a strong product is essential for successful video marketing campaigns.
• 🎮 The company recommends studying successful crowdfunding videos to learn effective video marketing strategies.
• 🫵 Clear and engaging content, along with a compelling call to action, are important elements in driving viewer engagement and conversions.
• ✍️ Harmon Brothers advises startups to focus their budget on writing and editing, as these areas can significantly impact the success of the video.
• 🎮 The company emphasizes the importance of testing, iterating, and continuously improving videos to achieve the desired results.

Questions & Answers

Q: How does Harmon Brothers combine branded advertising and infomercials in their videos?

Harmon Brothers create branded conversion videos that emotionally resonate with viewers while also effectively explaining the product or concept being sold. This combination of emotional attachment and informative content helps drive sales.

Q: How can small startups create attention-grabbing videos on a limited budget?

Small startups can shoot videos using their smartphones and free editing software. They can study successful Kickstarter and IndieGoGo videos to reverse-engineer the principles that make them effective and focus on creating clear and engaging content.

Q: Have all of Harmon Brothers' videos been successful?

While not all of their videos have been successful, they have learned from their failures and have found that having a solid product is crucial. They have seen significant success when the video and product are well-matched.

Q: How important is a call to action in videos?

A clear call to action is crucial in videos as it can make a significant difference in viewer engagement and conversions. Harmon Brothers emphasizes the importance of including a call to action in their videos.

Summary & Key Takeaways

• Harmon Brothers believes in sales first, art second approach when creating videos, focusing on creating videos that can sell rather than just going viral.

• They have successfully combined branded advertising with infomercials to create branded conversion videos, such as Squatty Potty and Poo-Pourri, which both emotionally resonate with viewers and drive sales.

• The company has a strong background in sales and uses this expertise to help clients sell their products through videos.