The Importance of Multi-platform Sharing
Pop quiz — What is the number one goal of your newly produced video? The answer – to be viewed by your audience! We’ve found that some companies will spend the time, effort, and budget dollars on producing great media, only to see it receive minimal viewership, and therefore not accomplishing its goal.
When considering your next Testimonial-Based program, here are a few questions to ask yourself before starting:
Who is going to be in your video? If possible, it’s best to pre-interview them to make sure they are a good candidate – articulate, friendly, and comfortable doing a testimonial. At this time work with them to craft their testimonial to get maximum impact.
What story do you want them to tell? A specific example of how your product or service saved the day would be best, but even, in general, the right words from a customer can be worth their weight in gold.
Where and When would you Ideally like to film? Location can play a large part in your narrative. A Contextual location like a factory is great when interviewing a worker – it provides credibility and atmosphere. A green screen set up can have limitless potential for motion graphics, text, charts, or acting as a Neutral backdrop. Also, consider logistical issues such as extraneous noise and possible time limits on the space.
Finally, Why is their story important? This is the most relevant aspect when selecting a person. Most times it will be obvious because they have a compelling story to tell about your company. However if there are multiple testimonials make sure their stories align and keep the focus on your product or service.
These, 5 W’s – Who, What, Where, When, and Why that we all learned in grade school, are still essential to great storytelling.
There are particular pitfalls to avoid. If possible, provide the questions to your interviewee beforehand and instruct them not to write out responses that they will attempt to memorize. Unless you are using a teleprompter, memorized responses usually are wooden and insincere. Make sure you’re not rushed. It typically takes 30 to 40 minutes for a video crew to set up for each testimonial interview (not including travel time), so make sure you schedule ample time.
It’s important to note; an interview is not an interrogation it’s a conversation. Most people are not comfortable with cameras, lights, and a microphone hidden in their shirt. Give them time to adjust and feel free to start a casual conversation before the cameras start rolling. Don’t appear flustered if things start out rough – you’re all there for the same reason, so engage in the Conversation and be patient.
Testimonial-Based programs are a powerful tool that can have a tremendous impact on the success of your next campaign. Make sure you’re asking the right questions to get the most out of every interview, and every dollar spent.
In our experience creating something that appears simple, is actually quite hard.
The example above demonstrates on paper something complicated, however if translated into a video it becomes engaging, dynamic and more relevant.
Hensel Phelps hired us to create a program to communicate their unique process referred to as “The Hensel Phelps Way.” This expression was not the brainchild of an expensive marketing agency but instead originated from their customers – especially repeat customers. If you know nothing about construction, and the scale of construction Hensel Phelps develops, know it’s complicated. Extremely complicated. So is telling an engaging story about a multifaceted complex process – so, we did it the“Advanced Media Way.”
First, we learned as much as we could about the company and their amazing process. Then we used their core values to build the foundation of our story: People – Process – Partnership – Technology. Next the fun part – using the power of motion media and visual storytelling to bring it all together? We crafted a visual theme based on construction planning boards. The planning board provided us with the visual tool needed to break down this complex process into small bite-sized morsels. This approach allowed us to show how Hensel Phelps has crafted a highly efficient process that’s propelled them to incredible success.
In the end, we produced two programs, the first being a 2-minute program providing a brief overview of the “The Hensel Phelps Way”. The second program ran a little under 5 minutes and allowed us to tell the entire story for how they do it.
Video has the power to engage viewers through a visceral medium created through sound, imagination and moving pictures. More ideas can be conveyed in seconds than any other media. Contact us today to learn how we can turn your story into an engaging and entertaining program.
Sometimes learning from what not to do can give you a clear path on common pitfalls and drastic mistakes in your video marketing campaign. It may be shocking to learn – this video was designed originally as a training program for a Canadian retail company. Yes, I trawled the internet with the intent to find the most slap-together, unfortunate, and just plain sad examples of corporate video productions gone horribly wrong – because discovering what not to do is an excellent way to learn how to do something right.
I’m not sure this video achieves its intended purpose. It never clearly states what “service is selling” means even though it’s repeated dozens of times. It doesn’t help that the whole video is so funny it’s nearly impossible to concentrate on their actual message.
Here are some key takeaways to remember: First express your message clearly. Although there are many different ways to achieve this, whether direct of subtle – this should be clarified during the creative concept process before you start filming.
Secondly, know your audience. This video is a classic example of the disconnect between the people shooting the video thinking it’s funny and light-hearted while the audience cares not – or if so for the wrong reasons (laughing at you, not with you. It’s hard to look away from a car crash). Always remember you are making your corporate videos for your audience, not yourself.
Finally, your image matters. Bad execution on any marketing front including corporate videos big or small can have grave repercussions.
I believe no one sets out with the intention to make a bad video including the staff involved with “service is selling”- it’s hard work to make any video, no matter the results.
Concerning your next corporate video remember some basics: Know your message and have a clear objective before you start production. Know your audience, so you can appeal to their perspective and engage them in your content. Remember, execution is critical, your Image and Brand Identity is paramount, so present yourself and your company in the best light always. If you’re at all concerned, don’t be afraid to hire professionals to help develop and execute your vision – it’s usually money well spent.
There is nothing to learn from this video below – so watch and enjoy the train wreck. It’s a fantastic reminder never to do something like this…EVER.
The concept of “Brand Confidence” or “Trust” is essential in today’s marketplace. With ever growing choices, customers rely heavily on brand confidence to ensure piece-of-mind. Remember, marketing your products and business is more than selling your product and business, it’s about connecting with your audience.
Most of us are not medical professionals, but we trust surgeons when we need an operation. We have confidence that these men and women cutting us open and holding our life in their hands will succeed. This trust is built on expectations, image, and mystery. You have expectations walking in, and results you would like to achieve. The institutions of modern medicine create an image we trust – white coats, clean rooms, gloves, etc. , and we have faith in the mystery of medical procedures we don’t fully understand – because we’re not doctors and have not held the scalpel. This level of trust is ideal for any brand.
Video Marketing is a great platform to build this level of trust in your brand and personally connect with your audience. Creating expectations that you can deliver on stimulates an image of trustworthiness. That image is what you can discuss, educate, and inform your audience about through video marketing. Whether it’s a product release, PR campaign, or lifestyle program all can reinforce trust in your brand, and reach the widest audience possible. Enjoy an example of this idea below:
Our goal while partnering with Hensel Phelps was to communicate a unique complex system that delivers amazing construction results locally, across the nation, and globally. Meeting the people behind the buildings creates an immediate transparency while still acknowledging the mystery – this reiterates the surgeon concept; were not contractors. With this video, we reinforce the fact that Hensel Phelps knows how to build landmark developments.
Building trust in your brand is pivotal in this every-changing-climate, and video marketing is a fantastic tool to help achieve this goal. We all desire to trust the brands we utilize, and through deliverable expectations, brand image, and calculated mystery that can become a reality.
Take 60 seconds to learn about the power of camera movement and how it can help separate you from the crowd!
- Add Depth and Perspective to a shot
- Captivate and engage your audience through motivated movement
- Highlight or reveal an object or person
- Motorized options create smooth and steady shots (ideal for time-lapse footage)
- Create broad sweeping camera moves
- Add context to an environment
- Reveal environments or objects with dynamic flare
- Shoot anywhere with portable variable length jibs
While conceptualizing your next video project consider the creative and engaging capabilities of camera movement. Jibs and sliders could be just the right tools to elevate your next project above the competition.
According to Facebook ads containing a video led to a 46% increase in converted customers compared to text based ads. 55% of all online consumer traffic is video related, including more than one-third of all online ad spending incorporates video marketing.
Arguably video is the most effective media to reach your audience. Not only is it enjoyable to watch, it allows you to engage and motivate your audience converting them from passive prospects to valuable customers. Now with the ability to track analytics, embed links, and follow subscribers you have the tools to quantify the effect video marketing has on your target audience.
Video also excels in customer service & training. Envision your top customer support or product experts providing critical information to customers at a moments notice. Only video media can provide this level of customer service 24 – 7.
Furthermore video can connect on an emotional level, a visceral level, and can help deliver a concise message directly to your audience – on a national and global scale.
When you next conceive of marketing your product or services, consider the power of video for the largest impact concerning your budget dollars spent.
Below a few examples of dollars well spent.
As we start the year anew, we marketers are tasked with planning the year’s initiatives and content. Everyone knows the power and reach of web-based video content, but how do you create a program that accomplishes your goals and becomes a business asset?
The ONE thing that your corporate video must do is CONNECT with your audience. It must sell your product, a service, or an idea. This does not mean that your video has to feel like a sales video, but it must effectively communicate your message. Finally, it must demonstrate measurable analytics that usher your prospect further along the buying cycle to becoming a customer.
So how do you craft a video that CONNECTS with your audience?
Know your audience. If your audience doesn’t feel like you are speaking to their needs or goals, they are going to click away. Get a clear picture of your target audience, their aspirations and their unmet needs before you begin production; you will more easily tap into their emotional core in the video.
Show them, don’t tell them.. When people are shown things rather than told things, they are more likely to remember and connect to it. Well-produced videos are far more likely to be watched the whole way through than a whole page of text is likely to be read. So from the very beginning show your audience, don’t tell the audience – craft a story that communicates visually.
Tell a simple story. Since the dawn of humankind we have used basic storytelling techniques to connect with audiences. Stories with a beginning, middle and end are far more engaging and successful. Maybe your beginning is showing a problem your audience has – and maybe they don’t even know they have a problem. The middle could be expanding on why this is a problem, or introducing your service or technology. The end, of course is providing the solution to their problem. Don’t forget to end with a call to action! Your audience will need to know the next steps to reach a solution.