One of the great things about a PR or marketing video is that it can serve so many purposes, and in some cases it can even surprise those who produce it… providing multiple marketing video benefits.

This is the first in new series of blog posts. I’m going to start sharing case studies featuring our clients. I’m consistently impressed with their marketing strategies, and I think getting some behind-the-scenes insights will help others as well.

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We’ll start with Savor…Chicago. That’s the catering company for Chicago’s convention center, McCormick Place. If you’re unfamiliar with the complex, McCormick Place is North America’s largest convention center and Savor is in charge of feeding the millions of people who pass through it every year.

General Manager Connie Chambers asked us to produce a video highlighting some of the company’s green efforts regarding sustainable foods, trash disposal, and cleaning supplies.

“We thought it would be a great thing for employees to use as an orientation and for customers to see what we’re doing,” said Chambers.

I love that they knew in advance that this video could be used both internally and externally. A lot of business leaders get tunnel vision. Someone has an idea to produce a marketing video, so the assumption is only prospects and customers will watch.

The reality is once a business produces a PR or marketing video, it’s going to find its way in front of team members. In many cases, they’ll seek it out purely because they’re curious.

Savor’s leaders decided early on that both customers and their own employees could benefit from watching the video. As a matter of fact, they’re showing it not only to existing employees, but new people joining the team as well. It’s a culture thing. They want everyone to feel pride around what the company is doing and the role each of them are playing. There’s also an added advantage.

“(Video is) a great way to educate employees and to help generate ideas,” said Chambers. “They become our sales people.”

Did you catch that? They become your sales people. Think of video as a way to turn each and every team member into a sales person.

RELATED CONTENT: How-To Use Videos To Inspire Team Members

Once you show them the video and they’ll start doing something magical. They’ll share the video online with their friends and family. When asked about what they do for a living, they’ll talk about working for your company and share tidbits from the video.

Your videos become an educational tool for your “sales force.”

That’s tends to be an unexpected benefit when business leaders produce their first video. In Savor’s case, they planned for it all along. What they didn’t expect was some of the feedback they received from both audiences.

Savor uses the video to highlight cutting-edge technology used to produce their own green cleaning chemicals, and there’s also a rooftop garden to provide farm to table fresh food. Some of their current customers and team members were unaware of these things.

Company leaders knew the video would be a great way to educate people new to Savor, but they had no idea how valuable it could be to people who already knew about them.

“They’re still learning about us by watching the video,” said Chambers. “Business is always changing, and it’s a great way to keep people up to date on what we’re doing.”

Another unexpected benefit? “We sent (the video) to corporate and they loved it. They thanked us for putting it together,” said Chambers.

Video is a great way to show a parent company what you’re up to and get corporate leaders and other stakeholders excited. It’s one thing going over reports and reading a balance sheet. It’s something else getting to see how teams are operating and what they’re proud of.

On top of everything, you still get the marketing video benefits you were planning for all along. Educating your intended audience… tapping their emotions… leaving them feeling good about your business.

That’s the power of video.

–Tony Gnau

If you’re going to produce a marketing video this year, there’s an important fact to keep in mind. You aren’t buying a widget. You’re buying art.

Don’t worry… I’m not going to get all self-important on you, but it’s true. You might be buying a product that fulfills a marketing tactic, but a good marketing video has far more in common with a piece of art than something like a CRM app. Important to note since there’s more to hiring a video producer than looking at the price.

Video vs. widget purchasing difference

Not distinguishing between the two is a mistake I see a lot of business people, marketers, and PR experts fall into. Video, to them, is just another widget they need to complete their overall business strategy. They forget to look at it as a creative endeavor designed to capture hearts and minds.

That’s what a great piece of art can do… and so can a good marketing video.

The Art behind Your marketing video

The obvious part of the “art” can be seen on-screen. Someone behind the camera has squeezed their creative juices to provide a pleasurable viewing experience. From composing beautiful shots to creating an interesting story to editing it all together seamlessly.

It should be easy to grasp how that can be art, but there’s more to the art of video than what’s on the screen.

There are all sorts of behind-the-scenes things that require artists as well. In some cases, coordinating a shoot can be an art. Managing the resources needed is another. However, maybe one of the most important arts to video creation is getting non-actors to feel comfortable on-camera and drawing out their story.

I don’t know how else to describe this ability besides “art.” It takes a real talent to get people to relax. It takes a lot of skill to talk with people in a way that encourages them to share their thoughts. Doing both in a way that produces an authentic and genuine-sounding marketing video? Like I said… it’s an art.

Balance your price-to-art ratio

So… if you plan on hiring a video producer this year, of course consider your budget, but also consider the artist. Some are worth more than others when purchasing marketing videos. Watch their videos. Listen for passion in their voice. They’re worth a little more in the long run.

–Tony Gnau

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It’s been a busy year… but a good one! We tweaked our content strategy for 2014 based on insights from the likes of Gini Dietrich and Andy Crestodina and they paid-off big time. We hope to continue to provide you with valuable content on marketing and video production into the New Year.

So… Merry Christmas and Happy New Year from T60 Productions!

Top 5 Blog Posts of 2014

• How-To Figure Out Video Production Costs
• Experts Pick 5 “About Us” Video Mistakes
• How Storytelling Sold My Beat-Up Mazda
• Corporate Event Video Ideas Everyone Can Do
• Our Debt-Free Scream With Dave Ramsey

–Tony Gnau

It’s the conversation I have with virtually every client. I say the same line over and over, and I’ve written it time and time again here at our blog. It’s maybe the toughest concept for business leaders to accept about their marketing videos.

The fact about facts

“Video isn’t about facts and figures. Video is about emotion.”

It’s a crucial thing to understand about video. Too often, executives want to pack their videos with all sorts of information. Those videos often run like a visual version of the company’s website or a marketing brochure or worse… a text book.

When someone packs too much information into a video, they aren’t taking advantage of it’s best atributes. Video can tap into people’s emotions. If you use video to tell a good story, you can build a bond with your audience. Vlog: How-to Help Tell Your Company’s Story

That’s a big deal

Connecting with viewers is a powerful asset. The stronger the connection, the more they trust you. The more they trust you, the more willing they’ll be to buy from you… or donate to your cause… or attend your event… it can help you achieve whatever your goal might be.

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Case Study: how to ruin a marketing video

I’m going to do something I’ve never done before. I’m going to purposely ruin one of my favorite videos… one of our Telly Award winners. Okay, not literally… just theoretically.

It’s a video we produced for Goose Island Beer Company. Goose Island leaders wanted a video to demonstrate to wholesalers the company’s commitment to marketing the 312 brand (Goose Island’s most popular beer)… which would in-turn encourage the wholesalers to push the beer to their retail clients because the marketing should make it easier to sell.

The plan was to shoot various events throughout the summer where 312 was a sponsor. We named a few of the events in the video, but the video wasn’t about those specific events. The story was about 312’s commitment to sponsorship and getting out into the community.

Now… how would we go about ruining this video? If I were to fall prey to the classic mistake of adding too much information, here’s what I would add:

• listing all of the events 312 sponsors
• give stats on how many beers were served at the events
• the number of banners hung
• how many ads were taken out

I could go on, but you get the point.

Oh… I almost forgot! Not only would I include that information, I would create graphics for them and put them on the screen. Excess graphics are a great way to ruin a video!

Why? Graphics force your audience to work. They’re no longer sitting back, letting the story come to them. You interrupt the flow and force them to read. That little bit of effort is an emotion killer.

Wrapping Up

I’m fine with facts and figures, as long as you put them in their proper place. That’s what a company website is for. As a matter of fact, you can insert a call to action at the end of a video directing viewers to a website to see those facts and figures.

But when it comes to video… stick to good, emotional stories that connect with audiences.

–Tony Gnau

This might be the biggest corporate video mistake business leaders make when they produce a corporate video. They create a video that’s all about the things they want to hear without giving any regard for their audience. Executives who don’t hesitate to preach “put the customer first” often fail to put their viewers first.

Why Should Viewers Care?

Which is why it’s worth a little reminder here. The viewer has to be top of mind as you work on different video projects. Anytime I’m faced with including something in a video, I ask myself… why would viewers care? If I can’t come up with a good answer, that material ends-up on the cutting room floor.

It’s a hard process for some to go through. I get it. People are passionate about their companies. They want to shout from the rooftop about all the great things they’re doing. Many times they want to include all of it in their videos… whether it makes any difference to the audience or not.

Click… there go your viewers

This is a critical mistake. Why? Because as soon as you start pounding your chest about something the audience doesn’t care about… CLICK!… they’re gone. They move on to another video.

It doesn’t have anything to do with attention spans. It’s all about relevance. If a video is going on about something that doesn’t effect them, they’ll just watch something else. Or if they’re a captive audience… for example, at an event… they’ll just mentally tune it out, which is just as bad.

Corporate Video Case Study

I’m actually working on a current project for Savor… Chicago that serves as a good example. We’re producing a video for them that’s highlighting many of the green efforts the company is making as the catering company at Chicago’s convention center, McCormick Place.

The list of things they’re doing goes on and on, and it’s all pretty impressive. During our interviews, they also highlighted some programs that are off-shoots to their sustainable practices. However, I didn’t include any of them in the script we presented before the video editing began.

I would have loved to put in the information, but I asked myself that question… why would viewers care? The audience has tuned in to watch a video about sustainability and environmentally-friendly procedures. The other programs they highlighted didn’t deal with those things. They weren’t on topic. That’s enough for me… the information doesn’t make the cut.

To their general manager’s credit, she didn’t so much as raise an eyebrow. I was expecting to have to explain myself, but she didn’t question it at all. She gets it. Focus on the audience and its needs.

Putting viewers first is an essential mindset for any video project.

–Tony Gnau

‘Tis the season to plan next year’s marketing budget, and if you want to create the best content possible you better include video.

It’s not just me… your friendly-neighborhood video producer.. saying that. A growing number of PR and marketing professionals say if you aren’t producing video content… you’re committing a social media crime (see #2).

Now that you’re on board, what are your next steps?

• Talk to a video pro: this might sound a little self-serving, but in this case it isn’t. At this stage of the game you can use most video professionals as a free idea bank. What? Did I just say free? Yup. Most of us are more than happy to brainstorm video ideas and talk about budgets… and it won’t cost you a thing.
• Pick your video producer(s): this is a natural progression from step one. There are many benefits to hiring a video pro, especially if you’re interested in quality content. So as you talk with producers for ideas… who catches your attention? Listen to their suggestions. Watch their sample videos. Evaluate how helpful they are and consider other tips for picking a video company. Doing so now will speed-up the process next year when you’re ready to start your video projects.
• Decide on your video budget now: the cardinal sin of video content creation might be deciding to create a video during the middle of a marketing campaign. Why? Cost becomes a limiting factor. Since you didn’t plan for it in the original budget, you might not have enough left over to create what you’re hoping for. That’s why as you’re talking with video professionals, make sure to ask each one about ballpark budget estimates. It will help you in planning for next year.

Not ready to talk with a video pro but want to get some sense of what they charge? How-to figure out video production cost. 

Planning a video budget is… well… just smart planning at this point. Video has moved from a luxury item to something just about every campaign needs to include. And here’s the thing, if you or your client decides you don’t want a video… you’ll simply come in under budget.

Better to be in that position than to realize you left something out.

–Tony Gnau

A couple of weeks ago, I was asked by the smart folks at Spin Sucks to write a few things about the benefits of hiring a video professional. I made some good points, if I do say so myself, but there’s one I left out.

Perspective

When you hire a video pro, you’re getting someone who sees the world differently. Where most people might just see people sitting at desks or products being produced, a video professional is seeing shadows, potential camera angles, opportunities for interviews… the list goes on and on.

They also “see” story ideas all around them. Story ideas that are right in front of most people but go unnoticed.
When I walk around a company for the first time, these are the things I’m seeing. My clients are often pleasantly surprised by the video(s) they get back because they’re so used to seeing what’s around their business they sometimes forget what it looks like to fresh eyes. That’s what a video pro brings to the table.

A Walk In The Park

One of the things I do to reinvigorate my perspective is… well… I walk.

I love to walk. I live in a big city where walking is a practical way to get from place to place. As a matter of fact, I walk to work everyday. It’s something I have really grown to love.

It’s good from an activity standpoint, it saves on gas, and besides the occasional polar vortex… it’s a nice way to enjoy the outdoors on a regular basis.

The fresh air, the sights, the sounds… I love it. Walking puts your senses on high alert… a good thing for a video producer. But even a walk to work can become routine, until you shake it up.

Path Less Traveled

Two weeks ago I traveled to San Francisco to shoot a video series for The Marine Mammal Center. It was a fun shoot, but one of the best parts was I got to live in the Golden Gate National Recreation Area for a week (the Marin Headlands) and I got to walk to work.

You want to talk about an awesome walk to work! Surrounded by wildlife, listening to the Pacific Ocean surf crashing on the shore… pretty awesome stuff. It was a welcome break from the norm.

Hiring A Professional Video Producer With Fresh Eyes

Having been back for over a week now, my usual walks to work are refreshed. I’m looking at the same houses in a different way. I’m noticing little changes to landscaping.  In short, I’m seeing things differently. I’m seeing them with fresh eyes.

Hiring a video pro is like taking a new way into work. It’s like walking a different path around the office cubicles. Only you don’t need to think about it… it’s just one of the benefits your video pro will bring.

–Tony Gnau

Photos from my walk to work in the Marin Headlands

 

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DIY video production is something that makes a lot of video producers cringe. Sure, it means less business for us, but I think the biggest reason is we just hate seeing people/businesses struggle through it.

It takes them a lot of time… time away from other tasks they need to accomplish… and at the end of it all they have a finished video that usually isn’t very good.

Having said that, there are times I think it’s okay for businesses to produce their own videos. But in most cases… it’s important to go with a pro. Watch the vlog to find out why.

–Tony Gnau

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A company video hits the web. A few people watch. They share it with their friends and colleagues. Then, those people share it, and so on and so forth. Next thing you know it’s getting millions of views. Awesome, right? I’m sure that just about every business leader would love a viral video.

You know what, though?

I’m not a fan of executives setting out with that sort of goal in mind.

Forget the Viral Video

As a video producer, I’ve been approached on several occasions by business owners and executives who were looking for someone to produce a viral video for them.

If only it were that easy.

I’d love to produce a viral video. It would be great for our client, and it would be great for my company. The problem I have with viral videos is that I have very little control over whether or not a video goes viral. I do have some control over earning viewers’ trust, but I’ll get to that later.

You can certainly brainstorm video ideas that might catch-hold of an audience. You can even execute one of those ideas flawlessly, but there’s no guarantee people will watch and share it on a mass scale.

YouTube estimates 100 hours of video are uploaded to the site every minute. How many of those videos go on to viral success? I’d venture to say hardly any. As a matter of fact, some say you have a better chance of winning the lottery.

Viral Doesn’t Always Equal Profit

Let’s say a business strikes gold and has a viral hit. It doesn’t necessarily mean they’ll profit from the success – and here lies another problem.

This past winter I attended an event and heard a speech by the marketing executive who helped create the Blentec awesome series, Will it blend? He talked about how the videos have generated millions of dollars in sales, which is exactly what you’d expect.

On the other hand, take a look at the viral video for 2013 remake of the movie, Carrie. Telekinetic Coffee Shop Surprise has over 55-million views on YouTube, but the movie has only earned an estimated $30-million according to IMBD.com.

The marketing video – a runaway hit. The movie itself – a major box office flop.

This means that even if a company beats the odds and gets its millions of views, it still might not be enough make a profit if the product or service doesn’t live up to the hype.

Alternative for Video Success

All is not lost, though. Video marketing is alive and well, and it’s helping plenty of businesses reach their customers. Business leaders just need to get past the viral video dream and look at video in a more realistic way.

Video is one of the most effective content marketing tactics a company can employ.

Using an About Us video to tell the story of the business, producing a series on a product or service, promoting a corporate event… these are all highly shareable pieces of content. More than half of social media users report sharing online video, and that number soars for anyone younger than 35.

It’s also a great way to reach business-to-business clients. Seventy-five percent of executives say they watch work-related online videos on a weekly basis and 65 percent say the have visited a vendor’s website after watching a video.

What corporate leaders need to do is make video part of their overall, long-term content marketing strategy.

Video is great content because it allows viewers to get to know the people behind a business. The more they see, the more connected they feel. The more connected they feel, the more they begin to trust that company.

And we all know that we buy from people we trust.

Feel free to shoot for a viral video, but manage your expectations. If you’re looking for a better bet, a long-term content strategy is the slow steady road to video success.

–Tony Gnau

This content was originally posted at spinsucks.com… the best darn PR blog around.