Yesterday’s post discussed why companies might want to consider updating their videos and how they can do it on a budget. Today I’m showing you an example.

The Warrenville Police Department had a recruiting video produced this past winter. The shoot happened to take place not only with snow on the ground, but during an actual snowfall. The video was needed right away, so the shoot went forward but with an eye on updating it once summer hit.

Instead of shooting a brand new video, the decision was made to simply replace the winter scenes with summer shots. In this case, a nearly shot-for-shot replacement was accomplished.

It meant a half-day shoot instead of a full-day, a few hours editing instead of a day or two, and it all added up to big savings.

Same great video, only updated.

–Tony Gnau

VIDEO– Warrenville Police Video Splitscreen

Newborn baby in… house. Not… getting… enough… sleep.

Create videos focused on the audience. Zzzzzz.

–Tony Gnau

A friend of mine and I were talking about yesterday’s blog post (Unscripted, Authentic PR And Marketing Videos) and he gave me a challenge.

Say it, prove it. It’s actually one of my favorite expressions I learned as a TV news reporter. If you make a claim in a story, back it up with video or a sound bite proving your point.

My challenge for today was to provide an unscripted PR/marketing video with an authentic voice that still carries a corporate message. Easy. I like to think all of T60’s videos do that, but one we produced for Goose Island Beer Company stands out.

VIDEO– 312, Chicago’s Beer

No script, all passion.

–Tony Gnau

Make sure your videos are authentic. Viewers these days can spot something disingenuous a mile away.

That’s one of the reasons I prefer PR and marketing videos that don’t follow a script. Let the people involved tell the story in their own words.

That’s an authentic voice.

–Tony Gnau

Video is a crucial aspect in any public relations or marketing plan these days, and chances are it isn’t going to be the least expensive part. Production prices have come down a lot, but that doesn’t mean you can’t do even better.

One way is to keep your eye on the future while you’re producing your current video. Think about ways you might be able to easily update the video down the line.

It might be something as simple as paying attention to the raw video that’s being shot. Is it material that will be easy to swap out in a year or two with fresh material?

If so, you could end-up saving big money. Instead of shooting a whole new video to replace the old one, you may be able to shoot some new raw video and drop it into the current video.

–Tony Gnau

All week we’ve been reviewing the video series that Hyatt Regency McCormick Place had us produce. It’s worth examining because it highlights a marketing idea more businesses should consider.

Producing a video these days is a no-brainer. Between company websites and social media platforms, it’s important to let potential clients know what a business does and video is a terrific way to communicate.

The problem is some businesses produce a single video and leave it at that. In many cases this is fine, but if a company offers multiple products or services they could be doing themselves, or worse, their customers a disservice.

Instead of a single video that tries to be all things to all audiences, they may be better off producing a series of short videos allowing viewers to pick and choose which ones interest them. It saves customers precious time, and it also ensures companies get a motivated audience.

The Hyatt Regency McCormick Place sales and marketing staff wanted videos highlighting the hotel itself, the hotel ballroom, the McCormick Place Grand Ballroom, and finally McCormick Place’s West Building.

FEATURED VIDEO– Hyatt Regency McCormick Place: the West Building

Now the hotel’s potential clients can simply choose to learn about the venues that make sense for them.

–Tony Gnau

It’s day three of looking at Hyatt Regency McCormick Place’s video series, and today is when the whole concept really comes into focus.

The hotel’s sales and marketing staff opted for a series instead of a single video to give viewers options. They understand that each of their potential clients has different needs, so they wanted them to be able to choose the videos that best apply to their unique situation.

Hyatt Regency McCormick Place is Chicago’s convention hotel. It’s attached to the city’s convention center, McCormick Place, and that fact allows them incredible flexibility in dealing with meeting planners and corporate clients.

I have already shown you videos on the hotel itself and the hotel’s ballroom, but the videos I’ll show today and tomorrow are great examples of why giving clients viewing options is a nice way to go.

Working from the perspective of a client who needs to host a HUGE event… I’ve stayed at Hyatt hotels in the past, so I don’t feel like I need to watch the hotel video. My event is way too big to host at a hotel ballroom, so I know I don’t need to watch that video. I look at the video lineup a little further and see options for McCormick Place’s Grand Ballroom and West Building… now those are videos I’m interested in!

VIDEO– Hyatt Regency McCormick Place: the Grand Ballroom at McCormick Place

No need to waste valuable time watching a single video that includes every aspect of what the hotel complex has to offer. The client can simply jump to the one that interests them.

Tomorrow, we’ll wrap-up the series with a look at the West Building.

–Tony Gnau

We’re continuing our look this week at the Hyatt Regency McCormick Place video series.

The sales department made a smart move by avoiding a single video trying to be all things to all audiences. Instead, hotel leaders opted for a series so potential customers can pick and choose to watch the videos relevant to their needs.

Today’s video features the hotel’s ballroom. The sales staff wanted to emphasize its versatility and all the options available for breakout rooms.

VIDEO– Hyatt Regency McCormick Place: the Regency Ballroom

This is a great example of why the series is a good move. The hotel is attached to Chicago’s convention center, McCormick Place, but has more to offer than just accommodating the convention crowds.

Non-convention customers don’t have to waste their time learning about those facilities. They have their own standalone video focused on their interests.

–Tony Gnau

All this week we’re featuring a series we completed for Hyatt Regency McCormick Place. The hotel is Chicago’s convention hotel… no doubt about it. It’s attached to the city’s convention center, McCormick Place, but the sales staff isn’t content to rely on that fact alone.

They’ve been creating their own videos for a while, and customers have responded well so they decided to kick it up a notch with a professional production.

However, instead of having a single video produced that includes a little bit of everything, they decided to create a series. This way potential clients can watch the video that’s most relevant to them, and not have to watch content that doesn’t apply to their needs.

Today’s video is the first of four and simply features the hotel itself. The sales staff wanted to highlight that the hotel is modern, good for networking, and has a bunch of dining options.

VIDEO– Hyatt Regency McCormick Place: the hotel

–Tony Gnau

Coutresy: Hyatt Regency McCormick Place

Producing a video is all about the audience. What’s going to interest them? Why should they care about your content? How does your content help them?

These are just a few things your videos should address, which is why it’s crucial to keep them focused and on-point. In many cases, breaking things down into separate videos makes a lot of sense.

We recently had a client who did a great job with this. The Hyatt Regency McCormick Place sales and marketing staff wanted to show clients why their meeting space is top-notch. Instead of packing everything into a single video, they decided to break things down into a series of shorter videos.  Now potential clients can focus on the areas that are relevant to them.

Starting Monday we’ll share each video and a behind-the-scenes story.

–Tony Gnau