Tag Archives: corporate communication

Southwest Airlines happens to be a frequent topic here because they provide some great examples… both good and bad… of how to use PR and marketing videos.

Today, we add another… the mediocre.

Here’s a nice example of a company that “gets” it, but falls a little short. Southwest recently posted this video about its new line of 737-800 airplanes. I think it’s great when business leaders let us know about the innovations and investments they’re making on behalf of their customers. This particular video is professionally shot and edited, but the story falls a little short.

It’s great to highlight the new planes’ arrival, but here’s the deal… they don’t really say much about how it’s going to impact travelers. There’s a couple of things mentioned like more storage and comfortable lighting, but I need more.

If this video was produced for Southwest staff, than it makes more sense. Kind of a rah-rah for the rank and file. On the other hand, if it was produced for the public, the impact on travelers needs to be the focus.

It all comes back to the audience. When you’re producing a video, always keep them in mind. Ask yourself… why should they care?… why should they watch the video?… what are they getting out of it?

That’s your focus.

–Tony Gnau

Video is a terrific tool because it has many uses. I think a lot of people simply press the default button… which happens to be PR and marketing.

Video is GREAT for those things, but businesses shouldn’t limit themselves to just those applications. Once a company has some success with a marketing video, I often recommend for them to start thinking of other ways video can benefit the organization.

Do you have a recruiting video? Sure, tons of people are looking for jobs, but it’s critical for companies to attract the best candidates… not just lots of candidates. Using video to highlight your company culture is a good way to show job seekers what it’s like working for you.

Once you have those great employees in-house, how are you communicating with them? If you  have a small company, this isn’t a problem. On the other hand, if there are hundreds of people at the company, it’s a little more difficult to get them up to speed on what’s happening with the business.

Training videos are an obvious tool… the video newsletter… not so much. It’s a favorite of mine. Produce short videos about what’s happening at the company,  feature your employees on-camera, and post everything on the intranet. It’s the type of thing that they’ll look forward to seeing and act as a great morale booster.

–Tony Gnau

We just started doing some production work for the Chicago chapter of the American Marketing Association, and I can only hope our experience is as good moving forward as it has been working on the first video.

We’re going to be producing preview videos for upcoming events. This first one is for a presentation that will be given by Prophet’s Andy Stephanovich. He’ll be talking about the link between inspiration and innovation.

Watch the video, and if you’re looking to re-inspire your team… I’ll see you at the event.

–Tony Gnau

Before the camera ever rolls, maybe the most important step to creating a great video is picking the person who’s going to produce it.

Make no mistake about it, you’re not selecting an ordinary contractor to work for your business. You’re hiring an artist.

Every producer has a different style, a different vision. That’s why I think it’s important for you to meet with the person who’s actually going to produce the video and not just a salesperson.

Look at their work. Let them talk about their vision. Is it a good match for your company’s style? Will they work well with your team? Do they fit your culture?

All good questions to ask yourself.

–Tony Gnau

Ahhhh… Spring Training has begun. I live and work about a mile from Wrigley Field, and hope springs eternal in these parts. I love baseball and came across a nice baseball-video analogy yesterday.

It comes via Jeremy Scott over at Reel SEO. He urged businesses producing videos not to swing for the fences. Please feel free to read his take, but I’d like to expand on that idea.

Video marketing is indeed a “small ball” strategy. Instead of trying to hit a home run every time at bat, swing for singles to move the runners along.

Not following me? Instead of producing one long video designed to make a big splash, opt for shorter videos that build and cultivate an audience over time.

Here’s why… producing one video might capture some attention, but once a viewer has seen it they probably won’t continue to re-watch it over and over. Producing a series of short videos released over time gives you repeated exposure to the audience. The more they see from you, the better they get to know you and your brand.

Hitting a single every month will always score more runs than a grand slam.

–Tony Gnau

Here’s what I love about the Oscars… the retrospective videos. The look back at classic films we all know and love.

Why? Because they give me an emotional jolt. Last night when Star Wars popped-up, and I heard Obi-Wan say, “Use the Force Luke,” I gasped.

That’s the power of video. If I had read a story about classic films and saw that quote within the text, I wouldn’t have reacted the same way.

This is why businesses need to be producing videos. They can reach your customers, prospects, and employees on an emotional level that the text on your website can’t.

You might not produce Oscar-worthy videos that will touch the lives of millions, but you can can produce great work that will impact your audience.

–Tony Gnau

You don’t need to find inspiration for your corporate videos in other corporate videos. I was reminded of this yesterday when I was posting a few things to our Pinterest board.

This is my favorite video from last football season. It was produced by the University of Southern California, and it’s an inspirational speech delivered by the Trojans’ defensive line coach Ed Orgeron prior to defeating the 4th ranked Oregon Ducks.

Don’t look at this as a football video. It’s simply an inspirational message. He’s trying to motivate his players, and the video was meant to fire up fans leading into the game. These are things I hope our business leaders are doing everyday.

Give your employees a pep talk. Fire up your customers. Be an industry leader.

Video is your way to deliver those messages.

–Tony Gnau

Has authenticity become cliché? Creating authentic content is the mantra for a lot of social media experts, but I’ve been hearing more and more about some feelings that “authentic” has become an overused word.

Seriously? Authenticity isn’t going out of style. I don’t care how many people use the term. The reason it’s being used is because it accurately describes how businesses need to conduct themselves online.

It’s especially true when creating videos. Audiences can sense right away when a message isn’t genuine. Keeping it “real” is crucial if you want to connect with viewers.

Once they sense you’re trying to pull a fast one… you’ve lost them forever.

–Tony Gnau

You don’t know it all. Seriously. You don’t know it all and neither do I. That’s why it’s important to surround yourself with people you admire.

These are people who can point you in the right direction when you need help. I try to surround myself with people like this in multiple areas, and I’m never surprised with how it pays dividends.

The most important person is my wife, Katie. She’s flat-out the best. I turn to her for advice on pretty much everything.

When I need some shooting, editing, or storytelling advice, I turn to a pair of videographers… Murrow Award-winner Jeremy Nichols and Emmy-winner Mike Loomis.

Finally, when it comes to marketing and public relations, Gini Dietrich, Stephanie Krol, and Dyana Flanigan.

I started thinking about this after lunch last week with Gini. Her blog spinsucks.com is a must read, but as good as she is in cyberspace she’s even better in person.

An hour later, I left with my head spinning… all sorts of great ideas! It really made me appreciate all the great people in my life who are willing to help.

–Tony Gnau

If you want to create content and drive engagement, you have to realize something. You’re a media company now.

I know… “We’re not a media company. We make widgets. We provide a service.”

That’s right, but you’re also a media company. That is… if you’re interested in using social media to help your business.

Don’t believe me? Check out what major corporations are doing these days. They’re creating tons of videos, and not just talk-to-the-FlipCam videos. Highly produced, professional videos that tell great stories.

Their YouTube channels are just that… channels that they’re programming the way a TV station does. Companies are producing videos that will appeal to their specific audience.

Is it worth the money? Every business leader has to decide that for themselves, but Fortune 500 companies… corporations that rarely do anything unless ROI is involved.. are out there producing quality video content right now.

Are you ready to join them?

–Tony Gnau