Tag Archives: Corporate video

Earlier this week I blogged about a recent video Hyatt posted on Facebook. The theme of the post was about how Hyatt understands the power of social media video content, but I also mentioned that I would have done some things differently.

I didn’t get into what I would have done differently, but since then I’ve received a few questions about that so I thought I’d dive-in now.

FINDING THE VIDEO: to see the Hyatt video, visit their Facebook page, scroll down the Wall a bit and look for the video entitled, “Hyatt Thrive.”

First and foremost, I’m not here to rip other video producers. I mentioned in the previous post that the video is a solid effort. Most of the things I would have done differently revolve around style, so I’m not even going to get into those. Every producer has their own artistic style, and as far as I’m concerned it’s not a subject up for criticism.

My main complaint with the video is its length… 4-minutes. It’s way too long. I’m a big believer that if you’re producing something for social media, it better be short and sweet… 2-minutes or less for sure. In this particular case, I would have recommended to my client to aim for 1-minute, maybe 1-minute 30-seconds.

Web video is all about attention spans, which aren’t very long. Especially when the audience has the ability to simply point-and-click to leave. That’s something clients need to know going in to the project. It’s a delicate balance. Finding a way to provide information in an effient and entertaining way.

Now, it’s entirely possible the video was produced for a different purpose, and then shared on the web as well. If that’s the case, then no big deal. We produce videos meant for captive corporate audiences all the time that are then also shared via social media. Might as well, right?

However, if your main intent is to produce something for the web, especially your social media, keep it short and to the point.

–Tony Gnau

Courtesy: K-SWISS

K-SWISS has an interesting internet video campaign going on right now advertising its new athletic shoes. It features Kenny Powers… the lead character from the HBO show Eastbound & Down.

Let’s just say he’s a colorful character. There’s actually an uncensored version of the campaign’s main video floating around out there where he uses the F-word… a lot.

Normally, I love this kind of stuff. It’s great seeing a company take some risks instead of playing it safe, but in this case it just didn’t do anything for me. I snickered at one thing, but I never actually laughed at any of the jokes.

The campaign will probably get a lot of hits based entirely on its unique character. It’ll be interesting to see if it translates to shoe sales.

–Tony Gnau

As a semi-frequent business traveler, Hyatt is T60’s hotel brand of choice. Hyatt Regency McCormick Place also happens to be a client, so no surprise I follow Hyatt on Facebook and was excited yesterday to see them post a video (read below on how to find it).

It’s not a T60 video. I presume this was something produced by their corporate office, but it’s clear Hyatt “gets” video content. The video features the company’s volunteering efforts, and it serves as a great example of how employees give back to the community.

I have a few things I would have done differently with the video itself, but it’s a solid effort. More importantly, this is the type of thing all businesses should be doing.

If your company is involved in its community, there isn’t any reason you shouldn’t be sharing the news with your social networks… and there isn’t a better way to do than producing a video.

–Tony Gnau

FINDING THE VIDEO: to see the Hyatt video, visit their Facebook page, scroll down the Wall a bit and look for the video entitled, “Hyatt Thrive.”

Some props today for public relations expert and blogging maven Gini Dietrich. She wrote about how all businesses these days have become media companies… and she’s right.

Thanks to social media, from Facebook to YouTube, business leaders need to realize they’re now a part of the media industry so they need to start thinking that way.

The number one thing to consider… why is our content relevant? Why should someone watch our videos? If your answer is simply… because they should be interested in our product or service… you probably don’t have many people paying attention to you.

Start focusing your content on the audience. Make it relevant to them and they’ll start showing up in greater numbers.

–Tony Gnau

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