Making normal wildlife LOOK AMAZING| Video Marketing Show #1

Screenshot 2021-09-07 at 11.21.20


Is that Phil?

Yeah, I’ve got a text from Phil. ‘Hi Graham, we have a challenge today. I want you and Dan to make your way to Sutton Park and begin to create a short promotional video for the park. I’ll send you three more challenges whilst you’re there’.

He’s also put, ‘forgot to add, you’ve only got one hour. Good luck’. I think we’d better get a move on.

So, we’ve just got to Sutton Park, luckily, it’s a really really nice day today. I thought, we haven’t actually got our three challenges yet, just got our overall challenge to create the promo for Sutton Park. So, I thought we’d take this opportunity, it’s quite a nice quiet area, so we will get the drone up and get some really nice aerial shots of Sutton Park, just to really set the scene and show how big it is.

So, we’re going to go up to about 80 meters, just so we can get a nice establishing shot.

I think what we’re going to do now is change the gear around, get the gimbal on so that we can be a lot more nimble and be ready in time for the next shots.

Okay, so just got another text from Phil, this is our first challenge, and he has said ‘you need to get some shots of wildlife’

Have a look

Look at this

Graham has got the gimbal out now because we want to try and add a little bit of motion to the shot, and I don’t think these guys are going to do it for us if I’m honest. We’re going to set the camera on variable frame rate as well, shooting in sixty frames per second, just to make sure we have some nice cinematic shots.

I think we’re going to throw the drone up one more time here and just try and get an aerial shot of the cows, and then I think we’ve got as many shots of cows as we can probably get.

I think we’ve probably got about ten minutes left before we get our next text so we’re going to take all the kit with us just in case we need to change lenses.

So, it’s twenty past three now and we’ve just had our second text challenge from Phil, this one simply says, ‘get shots of water’. So, luckily, I know of this lake here, in Sutton Park, I also know of some nice streams and some nice places we can go get some shots as well. Have you got any ideas of what we can do to make this creative?

Well, I think a really nice thing to do would be a lot of reveals because it adds a lot of drama to your shots. So, we’ve got a bench over here, some bushes, some nice trees that we can do reveals from. It’s a good way of making very normal objects add a good dramatic element to your scene.

We’re almost out of time on our second challenge, but there’s a little stream down here that I really want to get some nice gimbal shots of. Fingers crossed, we’ve got about five minutes, I’m just hoping we can make it in time.

We can do it

We’ve just had our third challenge sent from Phil and he wants us to get some best shots of trees that we possibly can and luckily we’re in a pretty good area for trees, so let’s give it a go.

If we get it really low, and give it almost like an Archie effect

Pretty good there, Archie

Archie, he’s the camera man by the way. Big shout out to Archie

So we’ve literally just got back to the car, with about five minutes to spare. That was actually quite challenging wasn’t it

It was a good challenge to be fair

I think it was more of the time and the distance you’ve got to travel to get your shots, but I’m quietly confident that we’ve got what we need

Yeah, we’ve got some good stuff, but we’ll find out in the edit I suppose.

Season 2 Episode 9: How Is Willmott Dixon Using Video Within The Construction Sector?

Website (1)

Episode Description 

In this episode of The Video Marketing Show, our Managing Director, Phil Arkinstall, is joined by Head of Communications, Louise Roden, from construction heavy weight Willmott Dixon. They discuss how such a large firm uses video for both internal and external communications. The benefits they have seen since using video and their future plans for video. Watch the full episode here 



Hi, I’m Phil Arkinstall from Ark Media, and this is The Video Marketing Show. Today I am joined by a special guest, it’s Louise Roden from Willmott Dixon. Today, we’re going to talk about the construction sector and how they use video. So, Louise, can you tell us a little bit about how Willmott Dixon use video.

In my role, I’m responsible for internal communications and external communications and we use video across both of those. From an internal communications perspective, we use video for virtual events, like creating pre-recorded content. We also, pre pandemic, we use video to capture business events and highlight reels for people who aren’t able to attend. For external communications, we use video to share the impact that we have on local communities, to capture unique stories from our construction projects. They’re typically quite technical so we use video to talk about that in simple terms.

Do you use your videos as part of your calendar of events, do you plan them in?

Yeah, we use video as part of our calendar of events and we schedule those in from year to year. I guess the main one that we have done recently, is our virtual Building on Better awards and these are internal awards where we recognise the efforts of our people. We had to find a way to do it virtually that would A) be engaging, B) be cost effective as well as allowing us to share the stories of those people who were being recognised. We had a theme around travel, so we picked out a theme that people would’ve missed from the past 12 moths. We captured all the stories of people that would have nominated others, then all edited together and created a really powerful piece, and the feedback we have had from within the business about that has been brilliant.

So, do you also use video for internal comms as well as a way of communication?

Yes, we do. We use video for training, sharing site stories, leadership briefings and sharing learning as well and best practice.

And what about CSR? I imagine as a large organisation you have to do quite a bit of CSR, so how do you use video in that sense?

Our CSR programme is split into two halves, and one is around sustainability and the other around social value and community engagement. From a social value perspective, we capture community stories and the work that we do with local communities. From an environmental sustainability perspective, we appreciate that what we do can be quite technical so we try to use video to explain the why, the results and the benefits of the work that we do in an easy to understand way.

So, what would you say to another comms professional that works in construction who’s perhaps thinking about using video for the first time?

It doesn’t have to be as super expensive or as time consuming as you may think, if you pick a good video production company you can really reap the benefits of it.

With Willmott Dixon being quite a large firm, what challenges do you where video can actually help to overcome a problem?

Our biggest challenge at the minute is the geographical spread of our workforce. Traditionally, reaching those teams out on sites has been a challenge, they don’t have a lot of time and they generally don’t like to read heaps and heaps of information, so we find that video really captures their attention.

Having worked with a video production company for a while now, what would you say are the best and worst things about working with a video company?

The best thing about working with a video production company is that they really challenge your thinking. You may have an idea or purpose that you’ve got in mind but by having people that are experts in storytelling and producing content you really get extra benefits.

So, finally, could you give us three tips for anyone in the construction sector who’s thinking about using video.

I’d say really define your purpose and why you are creating each piece of content. Think about the story first, focus on the B-roll afterwards. The other thing I’d say is put time into creating the brief and working closely with Ark to make sure that everyone is on the same page. Spend some time coaching some of your key speakers and key voices within your organisation to enable them to be more confident in front of the camera.

That’s brilliant, thank you Louise, that’s really good, and some real good insight there. So, thanks very much for joining us for this episode of The Video Marketing Show and hope to see you again soon.

Season 2 Episode 8: How Can Video Help Increase Employee Engagement


Episode Description 

In the weeks episode of The Video Marketing Show, join Ark Media’s Head of Marketing, Judith Hutchinson, as she talks about how video can help to keep your employees engaged. It is said that we retain 95% more information from a video compared to text and that 54% of employees now expect to see video in the workplace. Watch the full episode here to find out more.



Hi I’m Judith Hutchinson from Ark Media, so how can video help increase employee engagement?

54% of employees expect to see video in the workplace, so when you’re looking at internal comms channels, video is definitely something to consider. For larger or geographically diverse organisations, video is a great way to get a consistent message out to your workforce. Onboarding, training, education, seminars, a monthly update from the CEO or a thank you message to someone that has gone above and beyond.

Video helps to build trust as you can see and hear a real person, not only this but it is said that when we watch a video, we retain 95% of the information than when reading text. Your employees are not only more likely to be engaged with a video, but they are also more likely to retain the message as well.

Training videos can also be a big help here, staff don’t have to worry about travelling to different offices for training, the training can be brought to them. This also frees up their time and saves the business money.

Video is also a great opportunity for your employees to get more involved with your company and therefore more engaged. Get them to star in the video.

We can help you with your internal video communications, find out more by visiting our website,


Season 2 Episode 7: How Engaged Is Your Audience?


Episode Description 

How do you maintain your audience’s attention from start to finish? What are some of the methods you could use to boost their engagement? Join Phil on this week’s episode of The Video Marketing Show where he shares the best ways to keep your audience engaged. You can watch the full episode via the link above


Hi, I’m Phil from Ark Media, today I’m going to answer the question how engaged is your audience? First thing you need to think about it is your audience retention. You need to try and keep this as close to one hundred percent as you possibly can as this means that people are watching your videos all the way to the end. How do you do that? First off, something that you probably already know, but you will need to grab their attention from the very start. It is said that we have a maximum of eight seconds to grab someone’s attention, it’s even smaller on platforms like Instagram and Tik Tok. Give them a statistic or a question that you’re going to answer, give them a reason to stay. Next add in some b-roll, this is footage that isn’t just you talking to the camera, this keeps the video interesting throughout, rather than just watching the same person talking or the same clip. Have you ever considered a co-host or guest? Add in other people’s opinions and bounce off one another to create conversation that really helps to engage with people. And finally keep you content concise; answer the question your audience needs in just a few minutes, be informative and cut out any irrelevant information.

So just to recap grab their attention with stats and questions, add in some b-roll and finally be concise. For more information have a look at our website about our work at Bye for now.

Season 2 Episode 6: How Video Can Help With Your Internal Communication


Episode Description 

Has your business struggled with communication during the pandemic? Do you need to communicate messages to a great scope of people both efficiently and effectively? In this episode of The Video Marketing Show Judith and Louise share with you how video could help your business share information quickly and dynamically.


Judith – Hi everybody welcome to this episode of The Video Marketing Show, I’m Judith Hutchinson from Ark Media and today I’m joined by Louise Roden Communications Manager from Willmott Dixon. Louise is also a distant relative of Ozzy Osbourne. So today we’re going to talk all things internal communications and video. So Louise welcome, can you tell us how Willmott Dixon communicates internally please?


Louise – So being a construction business just by the nature of what we do our people are geographically quite dispersed, some working on construction sites and other people in offices. So we use a variety of internal comms channels to ensure we share our stories and messages in a multitude of ways, that A. reach the people we need to reach and B. communicate messages in ways that match peoples learning styles.


Judith – And you’ve obviously been using video, can you tell us about how it’s helped as part of your internal comms?


Louise – So particularly during the pandemic, we’ve been able to capture briefings and updates for our people from our leaders in a more personable way, giving people that visual element that we’ve all been missing out on really and helping people to connect back to the business and that bigger whole that they’re part of. We also find that video is quite a fast and dynamic way of sharing information, particularly with the service we’ve been utilising from Ark over the last 12 months regarding the editing service. I can shoot content on Teams or Zoom and then Ark edit it for us and that enables us to respond quickly. We also use video to share some of our stories from sites and projects to share what our people are doing, what’s unique and to promote the schemes that we’re developing for our customers.


Judith – What would you say has been the biggest challenge for you as an IC professional within the pandemic?


Louise – I’d say the biggest challenge that we’ve had over the past year from an internal comms perspective is communicating with our people who are two hours, three hours away and enabling them to feel connected to the business as a whole, and making sure our leaderships stay visible to our people.


Judith – So in terms of the next 12 months, taking into account what’s happened with the pandemic, what do you see as the biggest challenges for an IC professional in the next 12 months?


Louise – Our biggest challenge I think as internal comms professionals is adapting to the change and blend of workplace dynamic, a lot of people have now signed up to homeworking policies. I think it’s about ensuring that connections stay in place regardless of where people are.


Judith – And in terms of video what types of video work well for you?


Louise – I think it’s about looking at what you’re trying to achieve, the purpose and fixing the type of video you’d pick to that need. If we do an event we find that a highlights reel works particularly well, if we’re doing a virtual celebration I think animation adds an element of fun and entertainment. I wouldn’t say one size fits all it’s about really nailing down what you’re trying to achieve.


Judith – And since you’ve started to use video as part of your internal comms channels, how would you say things have changed?


Louise – Regarding our people, our happy scores last year were actually the highest in the country for Willmott Dixon and I think a lot of that is owing down to video and just ensuring that we can connect with our people quickly. I think the other benefit we’ve found is that we can benchmark what videos seem to do well and what don’t, so we’ve been looking at our hit rates on some of our social content to see how videos are performing against others.


Judith – So Louise given that there’ll be other IC professionals watching these videos what would be your top three tips for them?


Louise – The first one would be really defining your purpose and your method for internal audience and understanding who it is you’re trying to talk to. The other tip is putting time into creating the brief and ensure that everyone who’s taking part in the filming really tries to understand what you’re trying to achieve. That leads into my third point about the people that are taking part in the filming, ensure they understand their voice, spend a little bit more time with them coaching them and helping them understand what you need them to say, how they need to say it to ensure that it comes across authentic. I think it enables you to cater for people who are visual learners as well as people who digest information by text. It gives you another tool in your tool box really.


Judith – Thanks so much for appearing in this episode Louise, thanks for watching everybody, if you’d like to subscribe to the YouTube channel we’re @arkmediaproductions and we’ll see you in the next episode.

Season 2 Episode 5: How To Look Good On Camera


Episode Description 

Are you wondering how you can look your best on camera? Join Graham on this week’s episode of The Video Marketing Show as he gives you his 3 top tips – 1. Be energetic, 2. Film in good lighting and 3. Use a tripod!

Watch the full episode above.



Hi my names Graham from Ark Media, and today I’m going to be giving my top 3 tips of how to look good on camera, pretty rich coming from me, I know. Tip number one be energetic, the more enthusiasm you put into it the more your audience will be engaged. Number two always film in good lighting. Too bright and you’ll look like a ghost, too dark and we won’t see you! It’s best to position yourself by a window, that way you can use natural light to light up your face. Tip number three, always use a tripod, set it up so that the camera is in line with your eyesight. Too high and you’ll look tiny, too low and you’ll look enormous. Using a tripod to steady your shot will allow you to focus more on what you’re saying rather than holding a camera steady.

If you need help with your videos, we are always happy to help, find out more information on our website

Thank you for listening

Season 2 Episode 4: Why is video marketing so effective?


Episode description 

Why is video marketing so effective? What is it that makes people want to purchase your product or service? What impact can a video have on your marketing goals? Join Phil in this week’s episode of The Video Marketing Show where he will give several reasons as to why video marketing really is so effective. Watch the full episode via the link above.


Hello and welcome to The Video Marketing Show, I’m Phil and today, I want to answer the question, why is video marketing so effective?

Firstly I want to talk about the emotional connection that video can create, compared to text or image. Having real people talking about your product or service can help a business to build that emotional connection and relationship. Also, people expect to see video now, it’s a language that everyone understands and is now used across many platforms. 81% of businesses now use video, building that emotional connection with your customers is also really important as people buy from people. They want to understand completely what it is they are purchasing.

Secondly, I’d like to talk to you about how to save time and money using video. A perfect example of this would be, to use a short explainer video to describe a complicated product or service to your customer. This can alleviate calls to your call centre or your office, and therefore frees up your staff to do more important tasks within their day.

The final point I’d like to make is that there is an absolute range of videos out there on offer, from short social media clips to help engage your audience to fifteen-minute interactive training videos, there’s so much variety, and there will always be something to suit you and your customer’s needs. Animations a great example here, you get quite a few people who don’t like being in front of a camera and animation is a great way of potentially avoiding putting somebody in front of the camera, and bringing subjects to life as well, so perhaps something that’s not particularly visual can look a lot better in animated form than it does in live action. We also now have interactive video. This is where the viewer picks the journey that the video takes, again great for training as your staff are more likely to retain information from a video but also great for building trust in a relationship with customers due to the ease of getting to know your brand and products.

So, these are just a few of the reasons why video marketing is so effective. Positive ROIs come through using video and it’s said to be a language that everybody understands. People now expect to see video from companies, both in internal and external communications, and I think something that we are real big advocates of is having a video strategy session to find out more about how video can benefit a business and solve a business problem, that perhaps historically, video wouldn’t have been the chosen format.

Thank you for joining me on this episode of The Video Marketing Show. Please check out our other episodes on our YouTube channel and I’ll see you soon.

Season 2 Episode 3: Why Video Testimonials Work


Episode Description

In this week’s episode of The Video Marketing Show, Ark Media’s Head of Production, Graham Allsopp, gives his three top tips as to why you should be using video testimonials in your video plans. Watch the full episode via the link above.


Hi, I’m Graham from Ark Media and today I wanted to shed some light on why you should be using video testimonials. Here are my top three tips as to why video testimonials work really well.

Number one, they provide social proof. You can have a real-life person, telling your audience about their experience with your product or service. It creates trust and remember that people buy from people.

Number two, video gets shared. Across all social media channels, video gets shares 1200% more than images and text alone. That’s a lot of people you can get in front of, very easily! A Google review will work fine, but it’s not going to be shared as much as a video.

And finally, video helps people to make purchase decisions. 73% of people have said that they have purchased from a brand after watching their video. Having real life people talk about your brand helps to build emotional connections with your audience, they build trust resulting in higher sales.

These are my top three tips for why video testimonials really work. If you have clients that have given fantastic feedback, we can help capture their thoughts on camera, just email us [email protected] or visit our website to find out more

Season 2 Episode 2: How Much Budget Should Large Businesses Allocate To Video?


Episode Description

How much budget should you be allocating to video? Join Phil & Judith as they discuss the different types of video, different ways you could be using video and how this can help you decide on budgeting. Watch the full episode above.

We can also help you to define the challenges that your business may be facing and how video can help to overcome these.  You can contact one of our expert team members on  [email protected], just leave us a short description of your business and we will get back in touch with you


Judith: Hi everybody, welcome to The Video Marketing Show, I’m Judith Hutchinson

Phil: And I’m Phil Arkinstall

Judith: And in this episode we’re going to be answering the question, how much money large businesses need to be dedicating to video

Phil: Shall we start off by talking about strategy?

Judith: Yeah so first of all you have to start with your objectives, what it actually is you want to achieve, and I think it’s important to also think about that it might not just be about marketing for your organisation, it might be about internal communications as well and training so thinking about in terms of the budget you want to allocate to video are there different departments and if so do you ger economies of scale when you buy video, but predominantly organisations are looking at marketing for video because its such a good way of communicating with your customers. So think about what it is you want to achieve, what your marketing objectives are, and then I always advise clients to then think about their customers so where are they consuming that content. Obviously if you’re thinking of a television advert that’s going to be a different ballpark in terms of money to an Instagram campaign for example. Although that said, with things like Sky TV AdSmart the costs are quite comparative at the moment. And also think about your ROI as well, if you’re wanting to generate hundreds of thousands of pounds a self-shot video probably isn’t going to cut the mustard. If you’re wanting just a one-off zeitgeist piece for social then maybe a quick Facebook live will do it sort of a thing. So I think thinking about what your overall objectives are, your customers and what ROI you’re expecting as well will help to influence how you put together that budget.


Phil: So thanks so much for joining us for this episode of the Video Marketing Show and we look forward to seeing you on the next episode.

Season 2 Episode 1: Should I make a video or a podcast?


Episode Description:

Season two of The Video Marketing Show kicks off with Phil, our MD who is joined by Pete Morgan from Monkey Pants Productions. In this episode they discuss:

  • The benefits of podcasting
  • What industries are adopting podcasting
  • Does video have a place with podcasting

Watch the full episode above.


Welcome to The Video Marketing Show, I’m Phil Arkinstall and today I’ve got a special guest, Pete Morgan from Monkey Pants Productions. So, Pete could you just tell us a bit about yourself.

For thirty years I was a full-time radio presenter and producer and then in 2017 I decided to leave radio behind and fully commit myself to the company and help businesses get into podcasting.  

So, what’s the benefits of a podcast?

The benefit of a podcast, from my point of view is it’s your chance to reaffirm your expertise, and what I love about audio and podcasting is this relationship, this connection that you make with the listener. Because with podcasting it’s very much a one on one, most of the time, majority of the time, ninety-nine percent of the time, you’re just talking to one person, and that is an incredibly powerful tool for communicating who you are, what your business does and the benefits of your business, without making it a sales pitch.  

No, that’s really good and I think, obviously with a video production hat on, do you see the benefits of video and perhaps linking that with podcasting?

Absolutely, I tell all my clients there is absolutely a visual side to making a successful podcast. If you look at one of the biggest podcasts, not on of, the biggest podcast in the world, which is the Joe Rogan show, which has been bought by Spotify. He had a huge following, if not just as big a following on YouTube as he did for his podcast, so, there is absolutely a place for it depending on how you feel about being in front of a camera, and what your budget is as well.

What are you finding then in terms of the industries out there in the business world, like who’s adopting podcasting and what areas haven’t quite got in there or they’re perhaps on the cusp, or a newcomer into the marketplace?

What I’m finding is that it’s lots of SMES that are going for it, a lot of self-starters particularly during the pandemic as well and the lockdown. A lot of people have gone ‘right I’ve started this business, I’m going to start a podcast, as kind of a companion piece to go with it as well.’

So, are you finding much crossover with any of those clients where they’re using video and podcasting? Or are you finding that, perhaps, one area goes for video and one area is more focused around spoken word.

I think before the pandemic there was a definite split, that you were either podcasting or video, but what has happened since the pandemic, is that people have been doing both. This is the thing, YouTube is the third biggest way that people are finding podcasts. YouTube is becoming a bigger and bigger player in the podcasting market and it, there’s no way you can ignore it anymore. 

So, I think just to close off Pete, could you give us your sort of, top three tips for anyone who is thinking about setting up a podcast.

The first one is plan, but don’t plan to much, know what your title it going to be, know what the format is going to be and then just start. The second one is invest in a microphone, because it’s the biggest and best investment you’re going to make. And the final tip is, social media is your friend when it comes to marketing it. A successful podcast is one that is listened to outside of your network. Not, all of your connections on LiknedIn saying they like it.

 That’s brilliant, thanks very much Pete, that’s really insightful, and its always great to talk to you and thank you very much for joining us.

No, thanks very much for inviting us Phil.  

Thank you for joining The Video Marketing Show today, if you like this episode, there are further episodes available on our website and on YouTube so please have a look and look forward to seeing you next time.

The Ark Media Video Marketing Show, giving you powerful video marketing strategies to truly make an impact