Tag Archives: marketing video

Another terrific Chicago-AMA event in the books. Wednesday morning we got to hear from Mark Achler, Senior Vice President of New Business Strategy and Innovation at movie rental giant Redbox.

As usual, T60 provided the preview video for Chicago-AMA. That means I got to pick Mark’s brain a few weeks before the event, and the thing I took away from our interview and video shoot is the same thing I got out of Wednesday’s presentation.

Simplicity

The simpler the customer experience you provide, the easier it is to earn and keep customers. Makes sense for a company renting movies, but when you think about it that theory rings true for most businesses no matter what they do.

In our case, we tell corporate stories. One of the biggest concerns for most of our new clients is that they’re going to have to sit down and create a script for us to follow. When I tell them that’s our job, it’s often followed by an instant sigh of relief.

How we keep it simple

We make the video production process easy on clients. We talk with them ahead of time to figure out what they’re trying to communicate. We conduct interviews to support that message, then we create a story that’s going to connect with their audience.

Simple.

I had never thought of it that way before meeting and talking with Mark, but now I see how simplicity is a big part of our service. It’s something I now feel like I need to highlight even more.

Is providing a simple customer experience a cornerstone of your business?

–Tony Gnau

I tend to email myself blog ideas, but occasionally they get pushed aside in the shuffle… doomed to a sad existence inside my inbox. But all is not lost! I cleaned out my email last night and found a gem.

Razorfish is a marketing giant, and I got to visit their Chicago offices early this summer (for this video). That’s why this Ad Week article last month caught my eye.

Video highlights innovation

Razorfish leaders have created a whole room dedicated to video and digital technology, helping them create demonstrations for clients. It looks pretty cool, but I like their promo video even better.

I know, me liking a video about video!? Shocker.

Anyway, the video is nice. It’s pretty flashy storytelling, but look at the subject matter… it’s flashy so the style is a good fit.

Promotion minus the sales-pitch

I just love the whole idea of a creating a video to promote things a company is doing that bring value to clients. This video is certainly about Razorfish, but it doesn’t feel that way because it’s so focused on showing how their innovations can help clients.

That’s how you do it folks. Focus on the audience. Lesson learned courtesy a marketing bigwig.

–Tony Gnau

Video can be pretty magical. First and foremost, it’s a communication tool, but maybe its most powerful ability is the way it allows your audience to emotionally connect with you.

As a young TV news reporter, I was frequently confused when people would approach me and start a conversation like we were good friends. At first, I would question myself, wondering if this was someone I had met before. After a while, I came to understand that these are people watching me every night. I’m a part of their lives, a trusted friend, even though we had never met.

You can be that to your customers, prospects and employees. The more they see and hear from you, the more they feel like they know you. The more they feel like they know you, the more trusted you become.

That’s the power of video.

–Tony Gnau

I went to log on to Facebook over the Thanksgiving holiday and received a welcome surprise.

Facebook has long featured a video on its login screen, but it’s usually some sort of motion graphics video demonstrating Facebook features. This time, however, it was some quality storytelling.

Facebook Storytelling

The social media giant has produced a segment called, Facebook Stories. It’s a series of videos highlighting some of the uses for Facebook.

I loved the first one I saw about a fish scientist (video: Speeding Up Science). The first half is all about what this guy does for a living, and then they hit you with the innovative way he’s using Facebook.

Smart plan for any business

This is something everyone can learn from. Find the people who are using your products or services, tell their stories, then how you’re helping them.

It’s “selling” without sounding like you’re selling.

That’s the power of video and storytelling.

–Tony Gnau

I watched a video over the weekend that jumped out at me. It’s for Project: Living Well.

Here’s what I liked about it. Clearly professionally done, visual storytelling and I love the way they integrated graphics.

The last part is what I’d like to focus on because we get a bunch of requests from clients wanting motion graphics videos. This is the perfect alternative.

Look for a Motion graphics alternative

I think motion graphics can be effective, but they can also be exhausting. A 1-2 minute video with all sorts of text to read and graphics zooming on and off-screen can be a bit much. A video like this one makes good use of the graphics while still telling a visual story.

Just because you want to use graphics doesn’t mean you have to scrap the idea of shooting video. The two can complement one another quite well.

–Tony Gnau

You all know how much I like the idea of a video series. Instead of producing one long video, produce a series of shorter videos. It allows audience members to pick the things they’re interested in, and it allows you to roll out the videos over a longer period of time.

FORD’S GREAT IDEA

Well, Ford recently produced a whole series of videos while they were at the 2012 SEMA Show. According to the SEMA website, the show is “the premier automotive specialty products trade event in the world.”

I love that Ford produced a series there. They uploaded over 20 videos from the show. This is a great idea for any company participating in a trade show. It allows your customers and prospects to attend the show, even if they can’t get there in person.

Ford’s lousy execution

The only problem is Ford fell flat. The videos stink. There’s barely any production value at all. The camera work is weak, the lighting is bad, audio on most of the videos is terrible, we get minimal editing and worst of all… zero attempt at storytelling.

Some of the videos feature a woman doing interviews, but they’re totally lame. Again, no creativity or effort put into them at all.

Could have been soooo much better

Now listen… if you’re a smaller company and this is the only type of thing you can afford to do, okay, I get it. But this isn’t just any business… it’s Ford! How many millions of dollars do you think Ford spends on marketing!? How much do you think they spent on participating in this event alone?

I’m not saying they should have thrown money hand over fist at this video series, but for $5,000-$10,000 they could have put together some great content. These videos got thousands of hits. Imagine what viewership could have been if they had made an effort. If they had made videos those viewers wanted to share with friends.

On top of that, let me raise another issue. As a business leader, why would you ever condone putting something out for the world to see that represents your brand if it looks like crap?

The Ford video series was a GREAT idea, but it was poorly executed. I hate that.

If you think a videos series is worth doing, then it should be worth doing it right.

–Tony Gnau

I frequently preach something to clients and prospects and occasionally here as well. Produce video content that serves your audience instead of your ego.

The first video most businesses want to produce is the “about us” video. That’s fine. I think you should do that too, but that’s only a jumping off place. From there, businesses need to produce content that audience members can benefit from. That often means setting aside the instinct to make all your videos about you.

Alternatively, pick subjects you and your audience are passionate about and share your opinion and/or expertise.

Practice what we preach

Easy for me to say, right? Well, I practice what I preach. As a BrandSmart conference sponsor, T60 was permitted to email all the attendees. Instead of sending out a mass sales pitch, I offered links to my blog posts regarding the event, as well as a couple of videos from our “why our clients use video” series.

None of the content was about T60, but all of it afforded us the opportunity to display our expertise and provide conference attendees with information that could benefit them.

While we were all at the same event, I looked at it through my video “lens” and offered a perspective they might not have received. The videos are something else entirely. Two T60 clients offering their thoughts on why and how they use video as part of their marketing strategy.

Content is king.

–Tony Gnau

Anyone out there a fan of Pockets? It’s a Chicagoland sandwich chain and it’s one of my favorites. I follow them on Facebook and noticed a video they posted yesterday.

It promotes that the chain is now making pizzas and provides a promo code for $5 off an online order.

Okay, there’s nothing earth-shattering here. The video really isn’t anything interesting, but here’s what’s important… I watched.

Video works

How many Pockets Facebook posts do you think I’ve blown through and not even noticed? I’m sure a ton, but I stopped when I saw video.

Not because I was Facebook-mining for blog material (yup, I occasionally do that). No, it was because the video icon caught my eye and I was curious to learn more about their pizzas.

Video does a good job if catching our attention. It’s just one of the many reasons why it’s a great way to promote your business or brand.

Mmmmm… pizza.

–Tony Gnau

We just recently completed our fourth annual video for Glenwood Academy, and something really stood out this year that anyone planning an event can learn from.

First, some background, the school is a non-profit in Chicago’s south suburbs. It’s a great school for good kids growing up in bad neighborhoods.

School leaders hold a fundraising luncheon every year before Thanksgiving. It’s a big deal. They hold it in the main ballroom at the Hilton Chicago. It’s about as swag an event space as you’re going to find.

This is the first year I’ve been able to attend, and I was impressed… big time. The school’s most generous donors and the kids from the school, all sitting at tables together mingling. There’s a live auction for some big-ticket items, and then an opportunity for people to make scholarship donations.

video’s role at the event

Before the scholarship donations, school leaders show a video. This is where we come in. The task we’re given every year is to bring to life Glenwood’s students and help people see and feel how their donations make a difference.

Video– learn more about Glenwood’s video philosophy

The theme behind this year’s video was “a day in the life” of Glenwood’s students. I was happy to hear the audience give it a big ovation.

What you can learn from Glenwood

Here’s what everyone can learn from Glenwood. First, they spend the money to produce a quality video. This is a big-time event with important people, and they want a video to match the event. Glenwood may be a non-profit, but they understand the power of video and clearly believe they’re getting a return on their investment.

Second, they know how to stage things. The video came in a little more than half-way through the program. Just when people’s interest or attention might be fading, they hit them with a video. It perked up everyone and got them ready to open their wallets for the main part of the fundraising.

Folks… their leaders “get” it. Video has the power to grab an audience’s attention and get them pumped-up about the subject at hand.

You need video at your corporate events.

–Tony Gnau

I really thought I’d write more about political videos, but this is only my second post on the subject. Guess I’m just election-ed out… and I don’t even live in a battleground state.

Anyway, PR and marketing pros, the c-suite, business owners… everyone can learn from our political leaders in at least one way. They produce some darn good videos, and the main lesson is a frequent topic here.

Important Lesson

Video isn’t about facts and figures. It’s about emotion.

The presidential campaigns know this which is why their videos are aimed at pushing our buttons. Forget the negative ads. Chances are you’re not going to create a video with the express purpose of trashing your competitors. Instead, take a look at how the campaigns try to inspire enthusiasm.

• Obama Video– The Final Push: It’s On Us
• Romney Video– Red Rocks

I love both these videos. Inspiring speeches set to inspiring music and covered with inspiring images. It’s all an effort to get you pumped up about each candidate.

Video works

If you support President Obama, look at that video and try to tell me it doesn’t get you fired up.

Mitt Romney supporters, take a look at his video. I’ll bet you sprint to the polls today.

Companies can do this too. You may not inspire so much enthusiasm you’ll have people chanting your name, but it might make a sale a little easier.

–Tony Gnau