What goes into a successful video and video marketing campaign?
Marketing, among small businesses, is one of the least understood subjects and often receives the least focus if any. Worse, they don't feel it deserves much if any time or money. That word-of-mouth referrals is quite enough to keep the business solvent. Not true.
There are thousands of marketing methodologies out there---slick suits selling their latest book or software where “just one click” makes you a millionaire.
Sure it's possible. But it's a pretty “one size fits all” approach to your unique needs.
Instead, let's work together to discover your particular scenario and your particular needs, and ONLY THEN can we start to formulate best strategy and solutions for your particular objectives.
How about a FREE Questionnaire to help you (and us) ask just the right questions on your overall marketing strategy?
Sure! Who wouldn't want that? We want to know (and so do you...):
Sure, we'd like to do a video for you (and well we can)... But really that's just one piece of the entire promotional campaign and branding that is your public company image and your overall marketing message to your target public.
Remember, you only get one chance to make a first impression.
Contact us today for this valuable FREE marketing questionnaire and interview.
What's your basic basic Concept?
“Great tasting hamburgers!” or “Amusement Park that's fun for the whole family!” or “Insurance that's affordable with peace of mind.” or “Lose weight fast and keep the weight off!” or perhaps “Cars that are built to last.”
Examples are many, but that needs to be identified and isolated into a clear and memorable marketing communication, both conceptually and visually---even audibly.
It's not limited to consistent eye-candy graphics and a catchy slogan...
A Creative Director (or Artistic Director) has a vital role in the product/service development process and marketing them effectively.
He's a Designer---the lead Designer. And he does his research homework and designs based on certain criteria and testing, such that the company, the products and services are easily recognized, and buyers trust in the experience of buying and using those products or services. Guiding the “style” into established Style Guides, that are proven workable and sell well.
That can and should include predictable human interaction and buyer preferences, adaptability and digital ergonomics, recognizable visual and graphics design, recognizable music, and all other senses.
With videos, sure it's visual layout; But it's also brainstorming right from the conceptual inception, thru copy writing, and on down to packaging.
We believe a recognizable and appealing campaign makes for confidence of reliability in the eyes of the buyer.
Let us know your basic Concept, and we'll show you our creativity.
Don’t waste time and money trying to sell ice to the Eskimos!
What do people need? In short, products and services should fulfill the needs of the buyer, and their marketing should be based on adequate survey of the typical target buyers.
Imagine; A waitress brings over some coffee to the table. But no one at that table drinks coffee.
Stupid example perhaps, but when you multiply that over thousands of advertising/manufacturing dollars or perhaps a lot more, you're talking about a lot of wasted coffee, and unhappy buyers that were hoping for a decent cup of tea, no return business, ruined public relations, and incalculable lost income.
The ultra-simple survey would go “Coffee anyone?” And voila! Now the waitress knows:
We always try to base our marketing campaign, including videos, on well-surveyed public, and dial in the “hot buttons” and “call to action” phrases based on research and survey results, if at all possible.
Here again, asking the RIGHT questions in research and surveys, makes all the difference in the world for the accurate results of your public and whether your product or service will succeed in the market.
Our advice is to broadcast your message to an audience that's actually LISTENING.
Research and surveys are the only answer.
Contact us today for a consultation.
This is a huge subject, but let's cover a few important highlights for video production.
Content is king:
We feel that Videos should be well-written, informative, inviting and truly answer buyer-requested inquiries with the expected results. And better sales/marketing videos are indeed. The facts should be present, and arguments should be compelling and convincing. Buyers are very savvy these days, and they want to be accurately informed, advised of features/benefits and important differences, notified of public Reviews, and inspired to confidence, as well as desirably entertained! Hype and empty claims have no place in contemporary marketing. Further, one need not SHOCK buyers into buying. Marketing that attempts to frighten buyers into buying under duress, doesn’t make for repeat buyers and loyal consumers.
So we endeavor to leave out the baloney, and get the real-deal facts, and captivate viewers with good info as well as good writing and truly nice graphics. This can include research, client interviews, presenting graphic visual aids such as chart, graphs and diagrams, and real-people giving real testimonials if at all possible.
Format is Essential:
We believe the Script, Narration and all surrounding Content materials that go into a decent video should not only give good information about your products and services, but it should follow a logical Format. For “Explainer Videos” or most marketing/sales videos, a correct sequence of enlightenment to your buyers that explains things in a logical way, step-by-step, and doesn't jump right to the price before all else (depending on the project of course). We give the details, even in a fun and entertaining way; but only then offer the price, and call the buyer to action to contact you by the clearly displayed phone, website, email, etc.
Specific Formats may vary according to you the client and your particular project. For example:
As for the Script itself, its layout is somewhat standardized. Not so old-school, we use a more modern online shared document in spreadsheet format that contains columns for Scene, Shot, Cue, Dialogue/Narration, Visuals, Sound/Music, and other Notes. In this way any and all parties to the project can share and view the document and contribute as applicable. Shared docs are a great way to go these days.
From the Script:
Once the Script itself is fleshed out, other tasks branch off such as a Shot List for the videographer, recorded Reading for the Narration, Graphics can be worked up, and Music can be chosen and will be edited according to the Scenes/Shots. And the project flows that way.
Content Gathering Always Takes The Most Time:
Please note well, that the process of a video is not often a fast, overnight project, and that the preps---the gathering of raw Content Materials, writing of the Script, arranging for Narration Reading, etc.---are the things that are slow and take the most time (by far) of any video project. So please know this going in and have patience, allowing for these prep tasks to take their course.
The Script Is the Foundation:
All videos in their final form, are preceded by a Script which is the foundation and first essential building block. Without it, the video production inevitably becomes double and triple work, and may indeed fall way short of the intended marketing message or fail to appeal to its targeted audience.
Let us know your ideas… We’ll flesh out the Script and verbiage.
Keep it UP UP UP!
Don't settle for dry, droopy, lifeless narration, or obnoxious shallow hype from condescending know-it-all charlatans selling their latest sham! It's actually turns business away faster than you can imagine. Bla bla bla bla bla........ Yeah right. NEXT!
Videos should be UP, COMPELLING, INVITING AND CONVINCING, as well as well-written, informative, and truly answer buyer-requested inquiries. Buyers are VERY savvy these days, and they want to be motivated and inspired to confidence, as well as thoroughly informed. Even “entertained!”
It's called “elocution” and “expression.”
Elocution means the skill of clear and expressive speech, especially of distinct pronunciation and articulation.
Expressive means oral delivery of a certain ATTITUDE, conveying a thought, intention, a message, an emotion, etc., in an effective or vivid manner.
Buyers must be CONVINCED WITH CONFIDENCE of your products and services, their value to them, and equally certain of your company as better than other competitors.
If you hire a mousy stodgy librarian to do a reading on Extreme Sports Event, you might be sorely disappointed in the outcome. Whereas, you hire an enthusiastic experienced pilot, and you get him talking for hours, and other eager pilots will gobble it up and listen for hours!
You get the idea. You don't need to be or hire an expensive professional actor for an affordable reading. But you should know the difference, and imagine how your target public will receive your message, given the right Narration talent.
We get your unique message on video and/or photo.
Videography (Video Production) means capturing your live visual footage (the main material viewers see) on video. (For film movies, you would use cinematography.) Examples include video’ing:
These are just a few of the types of live subject video material that can be done, and gives you a few idea on how you might approach imparting your message to your audience.
Still photography differs from videography for the purpose of a video, but can be equally powerful in any presentation, such as a stand-alone product, angles of the house/property for sale, head-shot of a person, etc., etc.
We use still shots a lot, because the advantage is that you can place Narration and/or Annotations over a still shot and gain both the visual AND just any message you want to have that same still shot convey. The same picture really can say a thousand DIFFERENT words!
Some of our best videos actually don’t have much if any footage of live action subject, but are a collection of still shots with Narration and Annotations, and have had just as much if not more impact on buyers, and indeed plenty of sales regardless.
So contact us and we’ll send out the crew and get the footage and still shots you need.
Although this service is kind of behind-the-scenes and not a forerunner, still, it plays an important part and worth mention here.
Video cameras have many settings that can be adjusted for better quality and usability for a given purpose, and cell phones users are often unaware of their camera settings and its very low frame rate (15fps) if not set properly. Thus if usable at all, it may need conversion.
We were commissioned for a project for 30 videos in a series. The client had an amateur photographer colleague shoot the interviews as a favor. Ok fine, no problem.
We gave our recommendations. However, when we were finally given the footage, it was in but ONE FILE of many Gigabytes large (unnecessarily so), incompatible frame rate (way overkill), very poor lighting, almost unusable sound quality, and did not follow any Script or logical format of any kind. Pity too.
We had to spend many wasted hours just getting the massive file sent over, then do a series of video format conversions to even begin working with the material. Only then could we begin to slice it into usable Clips for real video editing.
And of course it cost the client a LOT more for the project as a result.
Although this example could serve for several of our services including the video shooting, at the very least, had the client followed our recommendations, he would have saved a lot of money on the project, and greatly speeded the delivery of the final videos for his already overdue campaign.
Please feel free to contact us before you have an amateur video guy cost you time and money on your project. We’ll gladly save you that time and money.
In truth, this is where we shine, and can offer your video project a great deal more than ordinary otherwise uninspiring video presentation.
A weatherman gets up and tells you there’s a huge cold front coming in from the northwest, BUT SHOWS YOU NOTHING visually. You would feel there’s something missing, absolutely.
Whereas, the nice big map in the background SHOWING the cold front in bold blue color looks as it should. You think to yourself “oh there it is, I can see that. Wow, that IS a huge cold front!”
See? You expect the video presentation to SHOW YOU the subject matter and convey the message visually, so you can SEE the concepts with your own eyes. Indeed today’s audience have come to expect a quality VISUAL experience to accompany any spoken word and/or typed text. If not, one could hardly call it a video at all!!
Over 25 Years of World-Class Graphics:
Well you’re in luck; We come with over 25 years of world-class graphic design in over 2000 major successful campaigns, and we’re not afraid to use that expertise on your video!
Graphics and graphic elements can be used in limitless ways to far better convey your message.
Annotations / Diagrams / Charts / Graphs / Etc.:
Added to any video there can be an infinite number of possible visual aids that help convey the message.
An example might be if the main shot is of a product such as sunscreen cream lotion to protect against the burning Sun… Well the graphic might show a nice graphic diagram of the Sun’s harmful UV waves blocked or reflected off the sensitive skin.
In video, a cutaway shot is the brief display of another shot followed by the return to the original first shot. It is typically related information and used to help convey the further detail of the main subject action.
An example might be of a product such as toothpaste to whiten your teeth, where the main shot is of a pretty girl brushing… Well the “cutaway” shot might show a nice graphic shot of the plaque and tartar coming off, and then cut back the pretty girl with big smile showing perfect white teeth. Not original, but quite effective.
Examples are infinite. But the virtue is that the result is a better commentary to the original scene, and viewers understand your message better because they can SEE it with their own eyes.
Purely GRAPHICS Videos:
You might think of these as a Presentation or Slideshow made into a motion video, where the main visual is a combination of text and graphic elements communicating the message, and not any person.
There are many truly great videos that contain no live footage, no live subject, no photos of real world at all. And yet they often have great success! Punchy, dynamic and energetic videos can be done with Graphic Elements alone, captivating the audience equally if not a LOT more so than some boring talking head video.
We offer high-end custom graphics for your video project, and guaranty it will greatly add to the quality and appeal of your video, and your video being understood by its audience, no matter its subject.
Editing as an Art Form:
Editing is an art form just much as any art. It’s the “invisible art.” It can and does make or break a video.
An editor takes raw footage, selects shots, and combines them into logical sequences according to a well-written Script to create a finished video.
However, with video editing we don’t merely dispassionately put Clips together in the hopes of a no-so-ragged final video, or worse, regurgitate low-res YouTube car-crash videos and slap some non-sequitur music over the top with some silly online editor made for Elementary/Middle school kids.
Ugly and unprofessional.
In the contrary, we creatively work with the spirit of the original well-written Script, layers of footage and images, the mood of the story, the keywords of the narration, the interaction of the speaker’s dialogue, the arrangement and cadence of the music, the pacing, the placement and flow of the graphic elements, the nuances of special effects and ALL the key principles of marketing to effectively craft all components into a cohesive whole video that has continuity, conveys the message and inspires buyer confidence.
The final video has mood, pace, inspiration, marketing message, impact, and is memorable. THAT’S a video.
Music Track creates the Mood - Makes the Video
Ever watch these news casters come on with their live feed of the latest shocking bad news---with no other music or sounds? Feels incomplete. Dry. Lifeless. 2 dimensional. No mood. Just insensate calamity.
Now compare that to a decent horror film where there’s nice scary dissonant music while camera simply rolls down the hallway anticipating what’s about to pop out around the next corner and scare the pants off the already petrified audience. Or perhaps the epic music that plays behind the victorious hero who fights the grand battle and then lays waste to the evil villain and rescues the damsel in distress, and the audience cheers and girls cry tears of joy.
That’s all the difference in the world. And the music track does that.
Music for film and video (any audio/visual presentation) is an art as much as any other.
Although we don’t offer film industry level music scoring---music composition and arranging custom for film, TV, etc.,---we do however come with that background experience, and artistically we know what goes into it.
We can take a given music piece (generally instrumental without vocals), made up of various sections and hooks---intro, verse, chorus, bridge, breakdown, etc., and edit it such that it’s seamless and plays along the video as if it was written custom for and played for that video it’s featured in.
Length is not a barrier either, and even a melodic piece of music of over 5 minutes can be strategically edited down, and laid over a video of under a minute, and never feel truncated. Or vice versa, and even a short musical loop of a minute or so can be edited and strategically lengthened, then laid over a video of over 5 full minutes, and never feel repetitive.
Indeed, the Music Track deserves an entire section of description all for itself. But just know that to slap some non-sequitur music over the top of your video means video death-by-music.
So now you have a great video, but what are you going to do with it?
Publish it, of course. And we can help you establish and populate your online video channels.
Videos play an essential role in today’s Search Engine Results:
Did you know videos are listed very quickly by Google in search results? It’s true.
Video marketing is not only on the rise, it IS today’s marketing. Videos are THE single most important strategy in marketing of today. Facebook, Twitter, Snapchat, Youtube, Vimeo, and many more. The content you must be thinking about and marketing on all social channels for your business is VIDEO. That’s just the fact.
Regardless of what product or service you offer, no matter what your company does, if you don’t have a video marketing strategy, you are not able to compete in your field or industry. Buyers will visit your website and visit your videos many times before they ever commit to spend money with you.
Exactly which social channel is best is the subject for a consultation, but to mention a few:
These are just a very few of the channels open to us today, and play an essential role in how we promote.
Contact us for a full consultation.