Commercial Video Presentation 9/18/2020
Emotion: Comfort, Confidence and Happiness
The main idea behind each video is to convey a singular message:
Develop Trust About Our Health
On An Ongoing Basis.
A video, or set of videos (it is anticipated that there will be a “master” edit with all characters and smaller edits with one character each).
This video series highlights the brand position and the features and benefits of the ConfirmedHealth Wearable.
- Child(ren) who use the wearable at home/school
- One parent who uses the wearable at work
- One parent who uses the wearable at home
- Grandparent who uses the wearable for a hobby (gardening, woodworking)
Docu-Style Case Study Video
An actual case-study recorded on video. The wearables will be offered free-of-charge to a group for testing the technology.
Ideally, the casting process will identify test subjects that can demonstrate use of the device in various settings:
- Family – use in home-life, school and recreation
- Work – the family should be part of small business – one whose employees can also use the device
- Social – member(s) of the family will demonstrate use of the device in social settings (hiking or playing a card game)
As part of our preparation for this presentation, we did a keyword audit on ConfirmedHealth, based on the early conversations we had and the information we were able to pull from your website. There is a full analysis you can do, of course, with this data, but for the purposes of this presentation we are only going to look at the top searches.
|heart rate monitor||52||35000||16722|
This keyword analysis is fundamental to our method for marketing videos. We emphasize that we create “Media That Works” by researching potential uses of the media to make sure that we are helping create content that your marketing team can exploit effectively.
The above table shows the keywords we reviewed that had a U.S. Monthly Search Volume of more that 20K searches. The difficulty is on a scale (1-100). Anything over 40 is most likely going to be pretty expensive to exploit because it suggests that those keywords have a lot of saturation online from other marketing and content.
You will also see how many of those searches yield actual clicks.
Based on this data, the best bang-for-buck can be achieved by focusing on the following keywords. We will be happy to customize the content to fit these keywords, if you feel they also hit the key goals of ConfirmedHealth:
- Pulse Oximeter
- Cardiac Output
- Stroke Volume
- Pulse Pressure
- Heart Monitor
We also researched one of your perceived competitors, BioBeats as part of a competitive analysis. They have been engaging in some marketing around their brand name, but not enough to dominate the category. This suggests that potentially doing a comparative content piece, may be effective. They also are doing some work on the following keywords, so you may consider creating content that can outrank them here:
- PPG Medical
- Smart Monitoring