DataStream: VIDEO

Brandweek, July 10, 2000

(1) Video Introduces Physicians to New Skin Resurfacing Product

A company called Derma Genesis, based out of Laguna Hills, California, has chosen to introduce their new particle skin resurfacing equipment to doctors and health care experts via a nine minute direct marketing video. Derma Genesis develops, engineers, and manufactures a complete line of particle skin resurfacing (microdermabrasion) equipment that rejuvenates skin. The company also manufactures a line of patented multi-liposomal creams and lotions that enhance the procedure. Derma Genesis called upon the services of Killingsworth Presentations to develop and produce a video starring celebrity spokesmodel--and patient--Kim Alexis. Shot in an outdoor setting, complete with butterflies on cue, Alexis describes her own experiences with the procedure and how comfortable, safe, painless, and effective it was. Alexis also introduced testimonials from lay people who praised the system and procedures. The video also showed the procedure in a simulated doctor's office. Killingsworth Presentations, based in Irvine, Cal ifornia, shot the video on 35mm film over the course of three days. The video was distributed directly to plastic surgeons and dermatologists. The video served two purposes: #1) sell the product and equipment to the physicians; and 2) market it to the patient as well. The video was designed to also be played directly to the patient as a means of educating them on the new dermabrasion system. James C. Fallo, President and CEO of Derma Genesis, reports the following: "The success of the Kim Alexis video has dramatically impacted our sales. Our analysis indicates that the video has increased our overall sales in excess of 30% over the last six months. Additionally, the professional image of this video has helped us launch into international markets with far greater success than we would have anticipated. The impact to our medical distribution partner, PSS World Medical, has also been incredible. The video reshaped not only our national image, but leveraged our market position to the point that we are the #1 comp any m our medical niche." To further maximize the use of the video footage, the video has also been edited to a full infomercial length, as well as to :60 and :30 versions for spot TV. The video is also being streamed on the company's Web site and is also used as a looped video in the lobby of medical offices.

(2) LEGO Creates a Video that Combines Brand Awareness and Valuable Content Specific to Their Target Demographic

LEGO, one of the world's leading toy manufacturers, has a strong track record utilizing video in direct marketing programs. Most recently, they sponsored a video in conjunction with the Planetary Society that promoted space exploration for youth. The tape was distributed through school science programs. LEGO has now created a program directed at serving the needs of pre-school children. LEGO's new video features curriculum on child development, some of which incorporates LEGO building blocks and some of which do not. The purpose of the video is to stimulate pre-schoolers with fresh play ideas that also serve to enhance learning skills, develop character, and spark imagination and the desire to learn. The video has been distributed to day care centers around the country. In the first year of the program, nearly 8,000 videotapes were distributed. The video is watched by pre-schoolers both at the day care center and at home (videos are made available for parents to borrow and take home with them). For LEGO, this video combines valuable content with a positive brand image for LEGO that will last a lifetime. This program also replaces advertising to the 2- to 5-year-old age group.

(3) Neato Media Labeling Products Introduces Simple Video Packaging for Small and Medium-Sized Companies

If you're a small or medium-sized company and you want to take advantage of video direct marketing, you'll be happy to find a product called MediaFACE II. It's a software application that allows you to print your own video sleeves from your desktop computer. The software includes templates for full-color video packaging, in addition to templates for CD labeling and labels for various media formats, including Zip disks, DAT tapes, MiniDiscs, JAZ disks, and even the increasingly antiquated 3-1/2" floppy disk. Here's the real selling point: it's free. The MediaFACE II software is available for free download at www.neato.com and is also free with the purchase of the Neato 2000 CD Labeling Kit. Special paper stocks for video packaging are available for order and are designed to fit in standard color printers. The software includes the following features: image manipulation, clip art, stencils, layering, enhanced text, barcodes, OLE image import, TWAIN access, and a database import function. The software is already being used by over 250,000 consumers.