Tag Archives: marketing

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

Packed house for yesterday’s American Marketing Association-Chicago Chapter seminar on social media. Adam Lilly from Goose Island Beer Company talked about their social strategy and Nader Ali-Hassan from Razorfish talk about social’s future and how to measure its impact.

One of the big takeaways I hope everyone got was the importance of storytelling. Adam talked a lot about what the Goose is doing to tell its story and how it’s building a following using social media.

He also talked about how the company gets everyone involved. Marketing works with all departments to find stories that might interest their followers. They also use those people in the videos. Gone are the days of a single company spokesperson. If an employee has an interesting story… they’re in!

This is how you serve an audience. Focus on content that they will be interested in and feature real people.

–Tony Gnau

Big event today for the American Marketing Association-Chicago Chapter. They’re bringing together social media experts from Razorfish and Goose Island Beer Company to talk about where the medium is headed.

Here’s a tease straight from the AMA…

Facebook. Twitter. Tumblr. Google +. Pinterest.  Just when you master one platform another pops up. Where do savvy marketers invest their companies’ time, money and resources?  What strategies are used to engage customers and build loyal, active followers?  How does a company handle social media during a crisis to create an interactive dialogue that generates positive results and reviews?

The program starts at 3:00 p.m. today and there will be a networking opportunity afterwards. If you want to learn more/register, check out their website and by all means… watch the video!

–Tony Gnau

Another book to read. I feel like my list never gets any shorter. This time it’s courtesy Gini Dietrich.

Gini is a marketing and public relations pro, and she may very well work 25-hours a day. She apparently wrote this book on weekends. Can you say, “overachiever!?”

Actually, she’s pretty awesome. We’ve only known each other for a little over a year, but she’s taught me a lot. My PR/marketing education started by reading her hugely success blog (spinsucks.com), continued with our occasional get-togethers, and will move forward when I download the Kindle version of Marketing in the Round.

She and her co-author Geoff Livingston are breaking down corporate silos and sharing their marketing strategies with all of us. T60 shot a video for the book launch today, and we hope to roll it out soon.

Bottom line, these two know what they’re talking about. They’re big time, and you should probably add their book to your must-read list as well.

–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