For the second time when a major disaster happened, I was in a place with no access to internet or television. The first time this happened was during Hurricane Katrina, I blogged about it not that long ago (I feel a bit like a broken record on this — I tell this story so much. Obviously it had a big impact on me). In that instance I was without “visuals” by choice, relying exclusively on radio or audio from the television to relay the news. All I can say is that the full impact didn’t hit me until much later, when I actually saw visual footage of the disaster while watching a Spike Lee documentary. In this instance and audio/visual presentation helped convey the magnitude of the disaster which I didn’t fully comprehend without it.
More recently, when the tsunami hit Japan, I was again without visual coverage. It’s not that I don’t have a vivid imagination, however, often it’s the little details you don’t necessarily imagine that impress upon you the magnitude of a disaster — the endless stream of debris floating beside a car, waves hitting a sign above a display window, a before and after picture juxtaposed perfectly. I didn’t wait months this time to check out the video coverage; I wanted to be sure and understand, as completely as I could, the full extent of the devastation.
In marketing, at times, it’s all about conveying a message. Sometimes touching your audience with a “visual story” can convey exactly the impact you are looking for, and now, with the easy access to audio visual tools, the lure of visuals can be enticing. But, there is a caveat. Make sure that the images convey the level of quality desired. Just like an image can make a campaign. It can also break a campaign. Sometimes it’s worth it to splurge to make sure it’s done “right”. Other times all you need is a “man on the street” home video type footage to get the message across. Be sure to take the time to make sure your visuals convey the tone and message that’s right for your product or service.
For example, consider the photo above, in this case the video is much more impactful than the still shot. But I’ve also seen examples where a still shot works better than a video. Take the time to get it right for your product or service.
Note: Here’s a link to the American Red Cross donations page for the tsunami and earthquake victims.