Keep it short, make it funny and put it on video. That is the secret sauce of an awareness campaign called Wasting Water Is Weird that succeeded in getting consumers to change their water wasting behavior. It is also the secret sauce for crafting a business video that will win customers and grow product sales.
3 Keys For Crafting A Video Consumers Will Watch
The Wasting Water Is Weird campaign was created by Shelton Group for Kohler and Lowes. In the following exclusive video interview with Suzanne Shelton CEO of Shelton Group, conducted at Sustainable Brands 2012, Shelton outlines three key insights on how to craft a video that a consumer will actually watch and then change their behavior:
1. You can’t educate them into change
“Those who know” often get trapped believing that if people just knew what to do they would do it. Wrong. People know they need to recycle, conserve water and use less energy. Educating them on what they know they should be doing will not motivate them change.
2. You can’t trick or scare them to change
If extreme storms and drought cannot motivate consumers to change then how will your video ad scare them enough to change? While we are learning the hard way through climate change that you shouldn’t fool with Mother Nature this also rings true for not trying to fool your customer. You are at great risk from a consumer backlash if you broadcast a video ad campaign profiling the crisis in polar bear habituate even though your company and product really is not creating a telling solution.
3. “Wake them up!”
What does work, as evidenced by Wasting Water Is Weird, is a short, concise and funny video with a visual description of the desired consumer behavior change. Wake them up with some humor and once you have their attention give them one thing they should do.
Bill Roth is the Founder of Earth 2017. His book The Secret Green Sauce profiles the best practices of businesses making money going green. Earth2017TV is the leading library of video interviews with business pioneers making money using smarter, healthier and greener best practices.