Tag Archives: marketing video

You want to change the perception of your brand… your company? Video is the way to do it. It’s better than any other medium at changing people’s opinions.

Take the University of Southern California. The school is a frequent source of examples here. One, because I went there. Two, because the school’s leaders have a clear video strategy and they just flat-out bring it.

So… perception. USC is a private university filled with spoiled students and arrogant football players. You know what… there’s a little bit of that, but there’s so much more to the school and the football team. That’s one of the reasons for the videos they’re producing.

The latest documents a trip several football players made to Haiti. I challenge you to watch this video and walk away with the typical “perception” of USC.

This isn’t a group of a few unheard of players. Matt Barkley, Robert Woods, T.J. McDonald… these are guys who’ll be first round picks in next year’s NFL draft. This mission was clearly a priority for them, their teammates, and it comes through in the video.

If it weren’t for this production, we wouldn’t know that. Sure, we could read an article about what they did, but it’s not the same. Not even close. You can see it in their eyes and hear it in their voices. That’s what makes video unique.

Your business might not be sending anyone to Haiti, but you’re doing something. It doesn’t even have to be a charity effort. It might be a video about how you’re improving your customer’s lives in some way.

The point is to look for things you’re doing that will shake-up perception about your company. Video can do that.

–Tony Gnau

Just because you have an HD camera, doesn’t mean you can shoot good looking video. Actually, high-definition will actually shine a light on many of the things you’re doing wrong.

One of the biggest mistakes most amateurs make is not lighting interview subjects. I’ve seen a few videos like this lately, so I thought it warrants a blog post.

If you’re in a room with overhead fluorescent lights… you need to break out your light kit.

If you don’t have a light kit, get creative. Find window and use the natural light. Find a room with a lamp and figure out a way to use that.

I’m not here to post a lighting tutorial. Jump on Google and you’ll find plenty of them there. This message is simply an educator and motivator.

Don’t be lazy. Those overhead lights are terrible. Bad lighting… ugly video… no matter what kind of camera you use.

–Tony Gnau

Here’s a question I’m getting asked more and more often… can you incorporate some stuff we’ve shot on our own into the video?

The easy answer is… yes… of course we can do that. The follow-up question I then ask is… do you really want us to?

The reason for that question is simple. There’s little chance the video company X hands over to us that they’ve already shot is going to meet the same quality standards that we’ve going to provide when we shoot something.

In other words, when you watch the finished video, you’re going to see a big contrast between what the pros have shot and what Ted in the PR department or Sue in HR shot.

There are times amateur video is important to a project… like any historical video or something from a past event. We’re video professionals, but we can’t travel back in time to shoot something that’s already happened.

On the other hand, there’s really no point in handing over amateur video for something that can be shot now by the pros. Why go through the time and expense of having a video professionally shot and edited only to hand over some amateur video that’s going to make your production look partially… well… amateur-ish?

Also… a side note… I hope you find a producer who’s going to raise these issues with you. Like I mentioned, the easy answer is to say, “Yes, we can incorporate it.” But when the end result is a less-than-professional-looking video, that producer isn’t doing a good job of looking out for your interests.

Being a “yes man” is simple. Providing people with proper guidance is more difficult, but it’s also far more valuable.

–Tony Gnau

Just because you create a video intended for one venue doesn’t mean that’s the only place you can show it. Not surprisingly… I have an example for you today.

Northern Illinois Food Bank leaders are big believers in video. Last year, they asked T60 to shoot and edit a “thank you” video for donors who contributed to their new building’s capital campaign. They then showed it at a big banquet.

It was a nice little video… and yesterday they shared it via Facebook.

Many companies get fixated on videos having a specific purpose, but the truth is there are lots of ways to get it out to the public. Don’t get so focused on a video’s original intent only to lose sight of the fact that it’s content that can be shared again and again and in different arenas.

–Tony Gnau

I mean that literally. Going above and beyond the call of duty often pays off.

Sure, you can and should charge for added work you do or extra hours you spend meeting a tight deadline. You might even charge at a premium rate, but that’s not what really pays.

What pays is doing a great job for someone when they really needed it and knowing… they’ll be back.

When you go above and beyond to complete a project, you’re earning a repeat client. So while the added revenue from that project is nice, it’s all the future revenue you’re securing for your business that’s the real reward.

–Tony Gnau

Your team members are your best sales people. They might not know it, but they are.

Highlighting enthusiastic employees who buy-in to your company and are passionate about their jobs will help you make more sales.

Don’t get freaked out because they’re not in sales, marketing or the C-Suite. They’re real people who will appeal to real audiences.

Feature your team members in your videos and you’ll love how they make your company look.

–Tony Gnau

Here’s the easy answer as to why you need to have a professionally produced video at your website. I’m specifically referring to an “About Us” video.

Your reputation is on the line.

It’s amazing to me when I look at a business’ website that’s been created and crafted to meet the company’s image standard, then on that same website see an amateurish video.

Do you know how that makes a company look? Bad. Like they’re willing to spend thousands of dollars on a website, but they take the dime store route for their video.

It makes me wonder is that’s the type of effort they’re going to give me as a customer.

Don’t go through the time, effort and cash to create a website if you’re simply going to produce an “About Us” video on the cheap… because that’s how it makes you look.

–Tony Gnau

I feel like it’s just been a couple of days since I blogged about Goose Island Beer Company. Oh yeah… it has only been a couple of days.

Well, I can’t help it! They keep doing great stuff that serve as good marketing examples.

One of the things I try to remind clients is that “old” videos can continue to be shown years after their intended air date. The trick is to look for situations where it works.

Case in point… the Goose. Yesterday on Facebook, they posted about the Craft Brewers Conference taking place in San Diego… “It reminds us of a couple of years back when we hosted this party at our brewery in Chicago.”

The post links to this video from two years ago. It’s AWESOME! Possibly the best event video you’ve ever seen. Did I mention T60 produced it?

Okay, maybe that means we’re not quite objective enough to critique it, but the video really did turn out well. So from Goose Island’s perspective… why not look for an opportunity to show it again? And that’s exactly what they did.

The Goose Island party took place two years ago, but because they had the foresight to produce a video… it lives on to this day.

With all the time and money it takes to put on a special event, it only makes sense to add video to the mix. It can give you marketing value years after it’s over.

Just ask the Goose.

–Tony Gnau

Social media isn’t going anywhere, and video is going to continue to play an increasingly important role.

That’s the cliff notes on a conversation I recently had with Nader Ali-Hassan, Associate Director of Social Media at Razorfish.

Nader and I chatted about social media and video after wrapping up an interview. T60 produces videos for the American Marketing Association-Chicago Chapter to preview upcoming events. Nader is going to be a guest speaker along with Adam Lilly from Goose Island Beer Company.

Anyway, Nader is a big believer in social media video. A written post is good, but add video and now you have something really “shareable.”

He also talked with me a little about length. To sum up, shorter is better. Again, it’s all about posting things that people will be willing to share. Start producing videos over 2-minutes long, and your shareability factor starts to drop.

Both Nader and Adam have lots of good ideas and advice regarding marketing and social media. I encourage you to check out the AMA-Chicago event (sign-up here) which is open to members and non-members alike.

–Tony Gnau

It’s no secret. Goose Island Beer Company has been a frequent topic of conversation here because they’re a T60 client doing a lot of things we all can learn from. Today… another example… this one regarding social media.

Adam Lilly is the Brand Director at the Goose. We interviewed him the other day for a video separate from Goose Island. He’s participating at an event put on by the American Marketing Association-Chicago Chapter, and we shoot the organization’s event preview videos.

Anyway, Adam had a lot of great things to say about how Goose Island is using the medium to connect with customers. One of them… no surprise… is video. We’ve done more than a dozen videos for them in the past, but these days they’ve taken their video investment to a whole new level.

Goose Island is producing their social media videos in-house. They’ve bought multiple cameras, quality sound equipment, and they’re dedicated to producing video content for their social followers.

A big reason for all the video is to give people a behind-the-scenes look at the stories behind their great beers. Is it any surprise why I love these guys!?

Anyway, I won’t steal his thunder. If you want all the details on Goose Island’s social strategy, I encourage you to attend the AMA-Chicago event. Both members and non-members are welcome (sign-up here).

Tomorrow I’ll offer some thoughts on Adam’s co-presenter, Nader Ali-Hassan from Razorfish. He too thinks video is a critical component to social media.

–Tony Gnau