Tag Archives: Corporate video

Storytelling is the name of the game. Sure, you have a marketing message… of course, you have a PR purpose… and it might all be part of a sales strategy, but storytelling is the way to make sure people watch and listen.

Otherwise, it’s just information.

Pure information won’t get anyone’s attention and hold it. You have to find a way to touch their spirit.

Luck for you, video can grab someone’s attention. Add a great story and you have a vehicle that can elicit emotion and drive people to action.

–Tony Gnau

Okay, I typically hate critiquing other videos, but this one represents a terrific cautionary tale.

A Southwest Airlines video about the company taking part in Meals On Wheels popped-up last week on my Facebook wall. I love that Southwest participates in giving back to the community. I love that they want to share it with us in a video. The execution… not so good.

First, the Facebook text above the video read…

A sea of blue t-shirts made up of 500 Southwest Airlines Employees just wrapped up delivering more than 1,800 meals in this year’s Meals On Wheels Association of America blitz to serve Dallas families.

Then you click on the video and the first on-screen graphic reads, “June 8, 2010.” Read the Facebook text again. They “just wrapped up”… “this year’s Meals On Wheels.”

The next on-screen graphic reads, “400 Southwest Employees.” Back to the Facebook text, “500 Southwest Airlines Employees.”

Seriously? If you’re going to show us last year’s video, just tell us it’s last year’s video. Don’t use the text to make it sound like it’s from this year.

Next, the sound bite they chose is extremely confusing. Who is the speaker addressing? I assume it’s the Southwest employees making the deliveries.

Also, the on-screen title threw me off. It reads, “Brit Carpenter, President & CEO Visiting Nurse Association,” but he’s standing in front of Southwest banner. By the time I looked at him, the banner, and then the on-screen title, the title was already coming down. All I caught was President & CEO.

I assumed he was the Southwest Airlines president, but then what he said in the sound bite didn’t make sense. I had to re-watch the sound bite a few times before I figured out he leads the Visiting Nurse Association, which I imagine is associated with Meals On Wheels, but that isn’t explained later.

Why do I point this out? It’s a great example of why business leaders need to hire storytellers. I can only imagine that this video was put together by someone at Southwest who has technical expertise, but not a storytelling background.

If you’re going to create a video and share it with the world, make sure you’re telling a story that people will understand. The video will only help your organization if the audience walks away feeling good about your company… not confused.

–Tony Gnau

VIDEO: Southwest Airlines and Meals On Wheels

I read something recently from Chick-fil-A founder S. Truett Cathy that’s a good lesson for all of us who are doing PR or marketing work.

It’s in his book ,“Eat More Chickin: Inspire More People” and it’s about doing business the Chick-fil-A way.

His company’s corporate purpose is “To have a positive influence on all who come in contact with Chick-fil-A.”

Isn’t that the help we provide our clients? I’ve never thought about it in those terms before, but that’s what I hope our videos do.

Video provides an excellent opportunity to create a good first impression. It also gives businesses a chance to have a positive influence on customers time and time again.

I like that… and now I’m going to think about it more often.

–Tony Gnau

Will a video tease help businesses?

I watched a promotional video via Facebook for Jeremy Clarkson’s new DVD, and it was basically a tease that got me thinking.

If you’re not aware, Clarkson stars in the BBC’s mega-hit TV show, “Top Gear.” I love the show, you should check it out. It’s a car show, but you don’t need to be a gear head to enjoy it.

Anyway, the promotion showed a portion of the video, but it held back on revealing the outcome of a car race. We’ll have to buy the DVD is see the result.

I started wondering if this might be a good technique for other businesses’ marketing videos?

On the other hand, it might just irritate viewers. Any thoughts?

–Tony Gnau

I hope everyone had a nice long weekend. Around here we got to watch the Chicago Marathon. It has really become a huge event, and year-in and year-out I really love their marketing videos.

Marathon officials capitalize on something business leaders should think about… passion. Runners are a dedicated bunch, and their passion comes across so well.

That’s what corporate video needs to be about. Companies need to find the passionate people who work at their organizations and make sure they’re the ones who are being featured in the PR/marketing videos.

–Tony Gnau

VIDEO: Chicago Marathon Inspiration Videos

Photo Courtesy: Apple

I don’t really know too much about Steve Jobs. Sure, I’ve read the basics over the years, but I don’t know much about the man himself.  What I do know is that he ran a company that’s done a lot to make video accessible, and for that… I’m grateful.

Over the last decade, we’ve experienced a revolution in how people can acquire, watch, and share video. It’s driven down costs to the point where just about anyone can harness the power of video.

What’s next for Apple now that he’s gone? I hope they continue to innovate, but this video revolution flywheel is spinning now. All we need to do is keep it moving.

–Tony Gnau

We’re putting our money where our keyboard is. T60 is in the midst of producing its own video series. We figured I’ve been blogging about the concept so much lately, we should do one of our own.

The production started this week, and it’s a process that’ll take us several months. I’m going to wait to reveal the subject matter for the series, but we’ll debut it here at the blog so stay tuned.

Each segment will feature a T60 client, and I’m already finding that these interviews are going to provide us with more than just a PR/marketing benefit.

We shot a segment yesterday with the marketing director for the Glenwood School for Boys and Girls. She’s awesome. I can’t wait for you to meet her in the video.

Anyway, shooting her segment gave me an opportunity to talk with her about our business relationship, and why they’ve been with us now for three years (Glenwood’s 2010 video). She gave me an interesting response.

She said we’re not condescending. She appreciates that we’re willing to listen to her ideas and build on them instead of taking the attitude that her ideas stink and we know it all.

I certainly appreciated the compliment, but it definitely wasn’t what I expected. Our creative expertise is our biggest asset, and that goes for piecing together a project from the ground up or expanding on our clients’ existing plans. I guess I had never thought about it that way until speaking with her.

I think this video series is going to give us a lot of insight into what we’re doing right as a company, and what we need to improve upon.

–Tony Gnau

VIDEO: Glenwood School for Boys and Girls

One of our clients did something note-worthy yesterday, so I’m happy to point it out.

We have produced a few videos for DuPage Habitat for Humanity, and one of them happens to be the “About Us” video. We’re very proud of that particular video. It turned out so well that it earned a Telly Award.

Anyway, the video was produced last year, but it popped-up yesterday on the organization’s Facebook page. Bravo!

If you go through the time and expense of producing a quality video… don’t be afraid to show it multiple times. Your video doesn’t have to be a one-time social media post.

Now, I’m not saying you should post it ten times a day, but develop a strategy. Maybe the first week you’re posting it you do it Monday morning, Tuesday afternoon, Wednesday morning… et cetera.

Also, don’t just limit it to the first week your video comes out. Post it periodically every few months. People aren’t monitoring your social media posts at all times, not to mention you’re hopefully continuing to pick up new followers.

Not everyone has seen your video, so why not continue to share it?

–Tony Gnau

VIDEO: DuPage Habitat for Humanity

My friend Chris Knight, who’s a talented news videographer at WLWT-TV in Cincinnati, posted this video on his Facebook wall.  It features the Ohio University football team and its reaction to getting new jerseys.

Stick with me here, there’s a great PR/marketing lesson to be learned from this “football” video.

I love it for a couple of reasons…

1. enthusiasm breeds enthusiasm. I didn’t go to Ohio University, could care less what jerseys they wear, and yet there I was watching the video and getting excited for those players right along with them.
2. it gives fans a real behind the scenes look at this team. This wasn’t some well-orchestrated, use-the-talking-points PR video. It was pure and unfiltered joy. What a great thing to share with their fans. Now those fans are in on a special moment with the team they cheer for and they have video and social media to thank.

Are you reading between the lines here? PR/marketing pros… you can do this for your clients. Business leaders… you can do this for your company.

I’m not expecting the same kind of over-the-top enthusiasm from a company’s staff, but you’re doing things right now that they’re excited about. Let them share that enthusiasm with your customers… your prospects. Give the rest of the world a look behind the curtain at your company.

The power of video is a wonderful thing.

–Tony Gnau

p.s. the Bobcats won the game. They beat Marshall 44-7.

VIDEO: Ohio University Black Jerseys Reaction

My wife is coming up with so many blog topics lately I’m going to have to start giving her a writing credit. She spotted the following video at designmom.com and thought I might have some ideas about it.

As usual… she was right.

The video is titled, 50 People, 1 Question-Chicago. The question… what’s your favorite memory?

The video looks great, sounds great, and it does what video does well… it touches an emotional cord.

This is the type of video businesses should be doing. The options are seemingly endless. Ask a number of employees what they like best about working at your company. Ask a bunch of customers how your business has helped them.

Ask a question and let a skilled video producer bring the answers to life.

–Tony Gnau

VIDEO: 50 People, 1 Question-Chicago