FLIP-VIDEO TESTIMONIALS - - -
VANESSA HALTRECHT – VP of Production
Gone are the days of overproduced testimonials – perfectly lit subjects in their perfect homes with perfect hair. Gone are testimonials that gloat about their 6-minute workouts that give them miraculous results without breaking a sweat.
The world has changed with the onset of unsolicited online consumer reviews, and infomercial producers are just catching up! There is a growing number of consumers who will turn to the internet after viewing a television ad. They log on to YouTube and watch unscripted, unsolicited people demonstrating products and giving their opinions prior to making a purchase decision.
At Kingstar, we noticed this trend a few years ago and started to include home-shot testimonials – similar to the ones you find on YouTube – in our Infomercials and spots. This practice wasn’t common and we moved ahead with trepidation - - - but were relieved to discover that our hunch was right: our consumer response increased. This quickly became common practice, and we developed systems to acquire these raw testimonials. The added benefits quickly became apparent. Once you obtain the rights to a home shot testimonial, you can repurpose this footage for multiple channels, allowing a broader and more diverse reach.
Here is the truth: if you are marketing a good product that truly solves a problem; a product that is helping people live easier, healthier or more beautiful lives, the people who benefit will feel great about sharing their stories so that others can experience the same benefits. It’s our job as marketers to understand that if we provide a great product, offer some space and facilitate this process, people will create humorous, beautiful and truthful testimonials.