Storytelling is and always will be the basis for creating the connection with your audience, whether it’s a B2C or B2B, there’s a person on the viewing end. And people respond to emotional connections, primarily those that show a need they can identify with. Future Merchants Productions has a proprietary approach to retail-centric video programming designed to create rapid emotional engagement and move the consumer quickly through “interest” to “intent” in the buying cycle. Make no mistake, this is NOT a simple process, and is far more than putting product on a table and spinning it with voice over.

Moreover, thought and care should be taken in the technology used to display the video content. While basic flash players are free and easy to implement, they carry no additional support features. So if your objective is simply “viewing”, then go with the basic player. However, if the objective is something marketers would recognize, such as brand message delivery, stimulate action, or some other measurable impact on business results….then the technology chosen should be appropriate for the mission and the location.