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.
Today, much of your consumers’ buying process takes place online – and most of that research takes place on Google and Youtube. And as our smartphones become smarter, mobile is replacing traditional desktops and laptops as the most common platform for access to the web. Video is the fastest-growing ad format in the marketplace, especially considering its significance in social media marketing and in SEO best-practices for Google search results. Video is, quite simply, the most engaging and versatile content format in your arsenal today.
But you already knew all of that, so you’ve decided to incorporate video into your content marketing strategy. If you’ve never managed a video project before, it can be difficult to know where to start. But I’m here to tell you that there is really only one rule to video marketing (and you can use this in other marketing arenas as well):
Demonstrate Value to your Customer.
Pretty simple, right? Let’s talk about some of the ways you can provide value with your next marketing video.
Know Your Audience
You should invest the time to target your audience. Do you want to be talking to the C-Suite, or are your target customers product managers? Only you can decide who you want to hear your message. Then, craft your message to that specific audience. How does that provide value? Your contact list sees a video that feels like it was meant for them. In other words, your customer comes first! This is a Customer-centric business philosophy that is of utmost importance to marketers, sales people, and customer service providers.
Keep It Simple
The good ole’ KISS principle – applicable in nearly every facet of our lives, and video marketing is no exception. Here’s the scoop; watching a video is a time investment in a world where our time has become ever more valuable and scarce. Your audience is a group of very busy people, so value your audience’s time! As well, our attention spans are growing shorter with our “plugged-in” lifestyles, so when it comes to your marketing video keep it short, concise, and entertaining. You only have a few seconds to capture your viewers’ attention and then hold it long enough for them to hear your message.
Let’s have a chat about content. It’s not about a sales pitch anymore, alright? It’s about providing your audience with valuable information and/or solutions to problems. If a person is watching your video, chances are they were actively searching for information about your business or your products/services in the first place. A sales pitch right off the bat is not what that prospect needs; they need information that helps them make a decision. With that in mind, you know your customer and you know how you can provide valuable information and solutions to their problems. The content of your video should provide relevant information to your prospects and suggest a next step for them to take, which leads me to…
Strong Call to Action
Engage with your customers. Give your prospects a little nudge. Tell them what they should do next for more information. If your video has given them relevant information and they are interested in taking a closer look at your offering, where should they go to do that? This could be a phone number to contact a sales person. It could be a certain hashtag to use on Twitter or Instagram to find more information about your products. It could be a landing page with an information form, or it could simply be your website. The questions you should ask yourself are, “Where do I want to drive traffic and how can I engage with my prospects?”
Track Your Results
Now you may be thinking, “How does tracking my analytics provide value to my prospects?” Let’s think ahead for a minute. Sure, you’ve already been in touch with your prospects once in order to have any analytics to track. But you’re not done there, right? You’ll contact them again soon, and the data you receive from your analytics may be very helpful in how you contact your prospects next time! Maybe there’s a certain time of day that you should target to contact them. Maybe a certain demographic of your target prospects really liked your video, but didn’t like your whitepaper or infographics (or vice versa). Use your analytics as a discovery tool to see how you can better provide useful, relevant information to your prospects.
Whether this is your first video project or you just needed a quick refresher, you’re now well-equipped to produce an effective marketing video that grabs attention, entertains and engages your prospects, and drives sales for your business. And don’t forget to have fun along the way!
Recently, we had the opportunity with New Belgium Brewing to produce a couple of videos centered around their annual bike and beer (and bemusement!) festival, Tour de Fat. The event drew 25,000 participants and raised $90,000 for local non-profits and charities.
We were tasked with filming the event to produce two different videos. Now, if you’re not very familiar with video production, this kind of shoot can be a tricky proposition. The way video footage is shot depends on the style and feel of the end product. When you have multiple videos with a different target audience and a different goal for the video, you’ve got to keep both of those in mind as you capture footage.
The first program was a highly stylized “beer culture” video targeting Gen-Xer’s (see below). The second program was for community organizations throughout the US that would be good candidates to partner with New Belgium on Tour de Fat. So our challenge was to capture footage for two totally different program at the same huge event – the same day!
On the day of the Tour, we loaded up with 5 cameras and operators to capture a long list of shots. Some of our cameras would be solely focused on B-Roll. Others would be capturing interviews with coordinators, performers, and participants. And one camera we set up prior to the event to capture a very specific stylized look for the cultural piece (you’ll see it when you watch the video). Over the course of the next 12 hours, we captured the shots we knew we needed and as much extra footage as possible.
In fact, we captured so much footage that we were able to produce a third video from that footage which wasn’t even on the table until months after the event. See all three videos below!
First, a general overview of Tour de Fat Shenanigans featuring comedian/musician Reggie Watts! We had no idea we were going to create this video until about 6 months after the event. Lots of fun!
Second, a video targeted to prospective local community sponsors in cities into which New Belgium would like to expand this event. Think about how different this video looks and feels compared to the first, and then think about who the intended audience is.
Finally, the cultural piece targeted towards those Generation X’ers who might be unfamiliar with Tour de Fat or craft beer in general. Notice the look and feel compared to the other videos.
So how can you leverage your video shoots for multiple markets?
- Have A Plan
- You need to have a goal in mind for the videos you want to produce, and have a pretty good idea of how it will look. Make storyboards and shot lists!
- B – Roll
- Capture as much B-Roll as possible. You’ll need it!
- Find the Story
- Every piece tells a story that serves as the backbone of the video. The interviews with Reggie Watts and event coordinators provided the narrative for the Fundraiser piece.
- Music Selection
- The music of a piece drives the pace of the story and gives it energy. How do you want your video to feel? Pick music that supports the feeling you want to convey.
- Creative Approach
- Have fun and be creative! New Belgium wanted a very specific feel and look for the Generation Y video, and what we came up with has a very cool “Alice In Wonderland” feel to open the piece.
If you are like most companies, you spend a great deal of time and resources on training. Training can be both internal and external: training new employees to get them up and running, training a new process or procedure to existing employees, mandatory safety training, or training customers on how to use your product or service.
No matter what kind of training needs your business has, a video training program can benefit your company in a variety of ways.
- Customer Service Experience
- Efficient Use of Resources
- Cost-Effective Solutions
- Increase Employee Productivity
- Ensure Compliance and Minimize Risk
Customer Service Experience
When it comes down to it, what matters most to consumers is customer service. A video training program can allow you to give your clients a high quality, focused customer service experience that your competitors may not provide. When you sell your product to a client, imagine the sigh of relief when you say “Come on over and watch this video, it will show you everything you need to know to get up and running!” How much easier and more satisfying is that for a customer than trudging through a thick technical manual? How appreciative is the shift manager whose employees you have just trained for him?
Efficient Use of Resources
Now, I don’t mean to bash Users’ Manuals. There’s a lot of technical solutions to common problems that clients find useful. But what about those problems that require an experts’ knowledge?
If you have an engaging, informative training program available for your product, you don’t have to use your experts’ valuable time answering questions or giving demonstrations for common problems that can be covered in a video. Now you can focus your experts on your best clients, and on problems that require your technical experts on-site to solve. Save time and money by answering frequently asked questions and addressing common issues in your training video program.
Cost Effective Solutions
A video training program allows your trainer to always have a great day. With a great script, you can hit every highlight and stress every important facet of a given training program. Once your program is ready, your instructor is never tired. He never forgets to cover a topic. He always teaches the same way, every time. It allows you to train every employee or every customer consistently every day of the week, every week of the year.
No matter where your audience is, you can reach them with a video training program located on your business’ or your product’s webpage! In this way, your audience can always find your training program. Accessibility is key to satisfied clients and employees.
Increase Employee Productivity
When you hire a new employee and begin the training process, it’s common for those new employees to feel a little unsure of what to expect. A video training program is the perfect way to introduce your business to new employees, educate them on what is expected of them, and equip them with the knowledge to succeed in your business. With a set of concrete goals and expectations, new employees are more productive – eager to meet your expectations – and more satisfied.
Ensure Compliance and Minimize Risk
Does your business require employees to know standard safety procedures? Do you need to comply with government oversight agencies like OSHA or MSHA and their safety standards?
You can minimize your risk and ensure compliance across your organization with a safety training video program! An easily accessible, high quality safety training program allows you to ensure that each employee meets safety requirements. A video allows you compress a lot of – let’s face it – dull information into a short, engaging, memorable training program that will quickly and efficiently have your entire workforce compliant.
Training Video Tips
- Make it engaging! It doesn’t have to be boring.
- Make a series of short videos if you have a lot of information to cover.
- Include your peers! Who doesn’t want to be in a movie?
- Add simple graphics to supplement the narration.
- Use two cameras: multiple points of view holds attention longer.
Some time ago, some people predicted the death of the graphic arts industry when desktop publishing software became affordable and widespread. Anybody with a computer could produce their own graphics, newsletters, logos, etc. It soon became clear, however, that it took something more than cool software to produce effective graphics, and the graphic arts industry is still alive and well today.
The same can be said about the video production business. Digital video cameras and non-linear, computer-based editing systems are now within financial reach of most consumers. So why spend more money to have a video produced when you can do it yourself? If you’ve tried producing your own video project, you no-doubt already know the answer.Read More
Newsletters have long been used to share information about an organization, new services and products, and information to assist customers. With today’s blogs and plethora of web technologies, many companies have turned to web-based versions allowing both customers and employees to access critical information and the latest news. Email newsletters offer many benefits beyond a printed form and can reach out to both your current customer base and potential new customers.
Email newsletters create an atmosphere to…
Make you an expert.
By allowing readers to learn about the latest trends in the industry, your customers can enjoy keeping up to date with emerging technologies. You can write up a brief summary or report about a particular news item for delivery each week or month and it’s a great way to position your company as a market leader or industry expert – even a guru.
Teach your customers how to do something new.
How-to articles are well received when they can provide helpful information to your customers about your products and services.
Spend less money on marketing.
No matter what your marketing budget may be, email newsletters are a simple and low-cost way to create an immediate impact. Many email newsletter programs are also equipped with tracking services that let you see how many newsletters were opened and which links were clicked.
Promote your brand.
The more consistently you deliver your newsletter, the easier it will be to promote your brand and raise brand awareness. Your logo, colors, and theme can be incorporated into almost all email newsletter templates and encourages the mind-connection with your customers.
Build web traffic.
Direct links to articles, blog posts, or just your website can be included in each email newsletter and make it easy for readers to simply click to your site. Google loves this type of activity and it will have a positive impact on your Search Engine visibility.
- Write out its purpose
- Use the same layout and features each issue
- Use compelling subject lines
- Serve your readers
- Show some personality
- Publish like clockwork