Commercial property marketing presents a new and entirely different challenge from marketing residential property. Marketing a business or commercial property can quickly turn into a jumble of mundane statistics. But what goes missing is the personal perspective and that is what we wanted to put forth to viewers.
So when we took on the listing of the Bell Street Gallery and ARTBAR on Madeline Island, we came at this effort with a fresh approach to marketing the property.
We started with a brief video of the Gallery itself, not as a mere building to house works of art, but as an experience for visitors suddenly exposed to all manner of stimulation. The Gallery owners, Steve and Mary McHugh, describe this experience as "Art for the Senses". When they enter the Bell Street Gallery, visitors are greeted by art for the eyes, for the ears (live music), even art for its more tactile and subtle elements of the Gallery environment.
This initial video "commercial" was followed by five brief episodes, interviews with the owners about the concept behind the creation of the Bell Street Gallery and ARTBAR eleven years ago.
The first video episode explained what makes the Bell Street Gallery unique to the Madeline Island community among all similar arts venues.
Our second video in the series touched on the wide variety of art for sale in the Bell Street Gallery. This is a subtle and elegant way to describe a retail business' inventory, without handing prospects a boring, printed inventory list!
Our third short video in this series ("What is an Art Bar?") describes the decision made by Bell Gallery owners to add wine and beer service at the Gallery.
The fourth of this five-part series on the Bell Street Gallery explains Steve & Mary McHugh's "Art for the Senses" philosophy that has made the Gallery a success on Madeline Island.
The fifth and final video episode in this series is about "Memorable Moments in the History of the Bell Street Art Gallery". This is about the Gallery's history as part of the Madeline Island community.
This video series shows how you can take a potentially dull listing advertisement and breathe life into the final result, simply by adding a glimpse into the owner's personality, philosophy, and style. To us, this is what "humanizing" a real estate marketing piece is all about.
[Special thanks to Troy Lutz, with Big Water UAV Solutions, for the superb aerial video footage shown in this post]