Episode 12: Curious About TV Advertising?

Website

Episode description:

In this week’s episode of The Video Marketing Show, Phil and Judith were joined my Selena Higgins-McCarron from Sky AdSmart and David Geary from Tank Top Media to discuss how simple TV advertising can be. If you have been considering advertising on television but think it may be out of your reach due to budget constraints, this episode is one to watch. You can watch the full episode via the link above or listen to the podcast below.

Transcript:

Welcome to the Ark Media Video Marketing Show

Phil: Hi I’m Phil Arkinstall and welcome to the Video Marketing Show. Today I’m joined by Judith Hutchinson our head of Marketing, and we’ve got two special guests today. So, they are…

David: Hi I’m David Geary, Tank Top Media, Media planning and buying agency based here in Birmingham.

Selena: Hi and I’m Selena Higgins-McCarron, I’m sales controller for Sky AdSmart for the West Midlands and East of England.

Judith: So, we’re here today to talk about all things advertising on television. We’ve asked out clients and contacts if they’ve got any questions for our guests, so we’re going to kick off with question number one which is why is TV advertising a good idea? And when isn’t it a good idea? So, I think I’m gonna pass over to David to start with answering this question first.

David: When is TV advertising a good idea. TV advertising is a great idea for companies and brands, and it does a lot of different things, so Sky AdSmart for example is a great opportunity for brands and clients to target advertisers in a low entry cost way linear TV so ITV, Channel 4, mainstream TV, it it’s like the more expensive but does a different job. So yeah, has that answered the question?

Judith: I think so and also, I think people were asking when isn’t it a good idea and I know people come to you as a media buying agency to buy you know, across digital, print, outdoor as well as TV. What would you say, I guess when you would direct somebody to other than television advertising if that makes sense?

David: Yeah, I think TV does a job for clients, it depends on a particular brief that any client would give us and its evaluated as such as part of the overall media mix. But TV offers credibility, it offers targeted capability through Sky AdSmart. It offers kudos for clients as well when they’re seen on TV you know the saying ‘as seen on TV’ sounds far greater than ‘as seen on Facebook’.

Judith: Okay question number two. What are the differences and benefits of Sky TV AdSmart? Selena can I come to you to answer that question please.

Selena: Of course you can, hi Judith. So yeah, I mean AdSmart from Sky is a new way that allows advertisers of all shapes and all sizes to advertise on TV and advertise from a really small price point as well. Because the platform advertises only to the audience you pick it means that entry level costs are from as little as £3000 but you cherry pick the households that matter to you and land the advert to them only so there’s no wastage and you’re just directing people to, directing to the households that you want to.

Judith: So that’s quite a powerful thing for marketers to know that you’ve got a minimum spend of £3000 and that £3000 is only gonna be spent getting to the people that you definitely want to get to.

Selena: Absolutely, so AdSmart from Sky it marries the big screen capability of a linear TV campaign because the quality of the programme that your advert goes out in is immense but it offers the benefits of a digital campaign so it allows you to essentially cherry pick those audiences, so whether that is a household demographic, whether that is experian mosaics or even you know we can target type of cars that people drive but because we segment the audience in a really targeted way it just means that you buy those households rather than a broad stroke brush approach when you do a linear TV campaign and that’s the main difference really.

Judith: Okay thank you. Next question, what’s the process of getting a TV advert produced and on air? I’m gonna come to you Phil to answer this question.

Phil: Yeah sure so there’s a couple of different stages when you’re producing an advert. There’s the creative stage so that’s coming up with the idea and the storyboarding and getting that all into the shape to make the final piece of work but you have to go through certain different compliance sort of areas as well, so everything that goes out on television has to go through Clearcast where they will look at the script in the first instance, they’ll feedback on any changes they expect you to make but they also ask for substantiations as well. So, then you would have the actual process of making the advert so the production of, the editing, potentially recording a voiceover, adding music, visual effects, graphics, call to action at the end of the advert. Then it would go back off to Clearcast for the approval of the final film and then beyond that you would then use a service to actually deliver the file to the broadcaster. And that’s where it’ll go through its technical processes so that’ll be checking the visuals are all okay, things like it’s been checked for epilepsy in the sense of is there too many flashes within the sort of time frames and there’s different checks that they make to make sure that it hits a really high quality standard and that’s based on the visual side and on the audio as well so they’ll check that the sound levels are consistent, this is so that one advert isn’t louder than all of the others, so there’s a sort of level playing field there. And then that would then go to the broadcaster, they would slot it into the slots that a media buyer like David would purchase in the first instance and then you would have your transmission run for however long that may be.

Judith: So Phil would it be fair to say that when you’re working with and I’m gonna get a plug in here for Ark but when you’re working with Ark Media for example as your production company, we would deal with all of the Clearcast everything such as that, it’s a case of briefing us, we produce the video and we make sure it gets on air.

Phil: Yeah.

Judith: Okay so next question moving swiftly on. What types of businesses could and should consider advertising on TV? David from Tank Top I’m coming to you.

David: I think with the low entry cost of certainly Sky AdSmart I think it opens the door to all, a lot more businesses, all businesses I was going to say but a lot of businesses now that might have considered to be local even local spending types of companies you could consider Sky AdSmart and I think that’s the important thing now is the capability of avoiding wastage out of area wastage, if you’re local area marketing is as such that you only are talking to a certain town or an audience in a certain part of the country you’re able to do that new thing Sky AdSmart in a in a really targeted, efficient that’s the important bit I think is efficiency, if you can target them in an efficient way it works it works very well for pretty much anyone who’s advertising at the moment really.

Judith: Okay so next question, how do you measure performance especially compared to linear TV? Selena can I come to you first please?

Selena: So with AdSmart because of the technology within the platform we have a really robust metrics of measuring the campaign when its gone to air so because you’re buying it on a household basis once we’ve identified those households we insure that their ads are played at generally across say a 4 week campaign you’d look at getting around 7 ads to go out across that 4 week period so that is a household times by the amount of views gives the amount of impressions or the amount of ads that serve to that particular, that part of that campaign I should say so during the campaign we give a report to the media buying agency or the client which explains how that campaigns delivering so the impressions  what days they’ve been going out, you know how the frequency is building, and then at the end of the campaign you get a full report which kind of brings into context all of those deliverables across that campaign so what happens is a lot of clients will look at that report and marry that to their google analytics and then generally you’ll be able to see that if I’ve had 10,000 ads say delivered on a Tuesday obviously they’ve had an uplift on my google analytics then hey this has obviously had an impact so that’s kind of the entry level reporting that we do as part of this but you know for slightly bigger campaigns we can offer with a data sharing agreement we can even map back as far as identifying which house was delivered that ad and you know did that house go and purchase and we’ve got some web attribution pieces that are coming through now so we can even map when the household has seen, has it gone onto that website, did it perform an action so I think you know the capabilities and the sophistication of AdSmart just really elevates the reasons why it should be on more peoples marketing strategy because it is that big screen, in your face, its delivering the trusted brand awareness like David said but its telling you exactly what happened afterwards and the action points that are delivered so yeah. Powerful stuff.

Judith: Yeah it’s a marketers dream to be so targeted and you know sort of have that the measurements there to be able to show the ROI.

Selena: Definitely, it really really is and you know I think the proof in the pudding is that as well we’ve had since launch of AdSmart we’ve had £2,400 companies that have taken a campaign with us and (erm) 75% sorry over 70% have come back to rebook and there’s nothing more powerful than that because clearly if it doesn’t work it’s not something that people will invest their marketing spend in again but we are seeing those repeat businesses, we are seeing those companies come back because they are seeing the benefit and the ROI to those campaigns as well so it’s great and one other thing to kind of land as well is that with AdSmart you only get charged as an impression if 75% of that ad is viewed so you have to watch 22 seconds of the ad before skipping or changing channel before that’s charged as an impression so again it just gives marketeers comfort that your ad is seen and its seen through to a point that that message is landing with that consumer so all good.

Judith: One question left. So, what is the minimum spend but I think we’ve already covered that.

Selena: It all depends on your target audience, the geographical area you want to target because you know with AdSmart we can literally target drop a pin and do a radius around a map or we can target by postcode, by local authority areas so it all depends on scale it depends on you know what exactly you want to achieve with that campaign.

Phil: So, David and Selena thank you very much for joining us today it’s been really insightful to find out more about what you do and how businesses can potentially use the power of television advertising. Thanks very much for joining us for this episode of the video marketing show and hope to see you again soon.

Episode 11: Multi-purpose Video

Website Thumbnail

Episode description

In this week’s episode of The Video Marketing Show, join Beth, our Marketing Executive, as she talks about different ways you can use the content in your video, from still images to blog posts, she covers all the ways that she squeezes the most out of one video.

Watch the full episode via the link above or you can listen to the podcast below.

Transcript

Welcome to The Ark Media Video Marketing Show.

Hi, I’m Beth and today I’m going to be talking about how you can multi-purpose your videos to create blogs and podcasts.

As Ark Media’s Digital marketer, I’m always looking for new content ideas to put out on our social media or website and obviously being a video production company, my first thought is always video. However, I then go on to think about what else can I create from that one video, how can I multipurpose that one piece of content to help me out in the future, but also to reach a broader audience.

To begin with there are loads of different types of video that you can use and also multipurpose that content that’s within the video. So for example, if your video is an explainer video, explaining what it is your company does or perhaps a more complicated product that your company  sells, you can take the audio from that video and create a podcast, that something that we are doing with the video marketing show all of the audio from the videos and is being used to create individual podcast episodes. A lot of people forget about how different people take in information so for example I’m very visual learner so I can watch a video and I can take that information in whereas other people they learn best through listening so that’s where we are branching out even further to reach even more audiences and educate them further both in Ark Media as a brand but also within video marketing and video production. It’s also interesting that one in eight people now listen to podcasts I’m personally I’m not one of those people I find podcasts hard to focus on because I’ve got nothing there to look at but my point here is that if you can cater to your audience needs in different styles just from one piece of content increasing that reach an increase in that brand awareness from the brands point of view it is what you want. Another example of how you could take the voice over from a video and turn it into a podcast is from training videos, again go back to learning styles it is thought that 30% of the UK population are auditory learners. So, if you have a training video, it is likely that someone who is watching the video, is going to find it hard to take in that information. Turning that audio into a podcast, could be really beneficial, but also save you as a company valuable time because that person is going to take in that information quicker and benefit from it sooner.

Another way that I multipurpose the content from video, is to create blog posts to go alongside the video again go back to the different types of learning styles some people learn best reading and writing so having a blog post to go alongside the video really helps again broaden our audience and reach more people. Sometimes the blog post might even just a transcript of the video, so what the person is saying in the video is just written down, but again it’s another form of content that I use for Ark media digital marketing, and it is also something again that we are doing with The Video Marketing, each video has a transcript and a select few have a blog on our website to go alongside them.

So once your video is complete if we have shot in 4K the picture quality is really good so this means that we can take still images from the video and you can use them as posters you can use them on your social media just as photos to put out there for example we use a lot of behind the scenes photos on our social media and these are taken from the footage that we shot throughout the day. Also, the photos are really high quality from a 4k camera, so if you want your brand or company to look really sleek and professional, you can get some really good high-quality images out of the video. What you will also find with photos from a shoot, is that they are really natural, no one is posing or looking awkward, they are natural and create a more realistic, humanised image. Now personally I prefer to see brand and companies with humans working for them, if that makes sense, I like to see the natural candid shots of people working at that company, it just gives it a more realistic image. Also, with the images that you can get from a shoot, you can take these away and create gifs or add them into presentations or even create info graphics for future content.

The final point that I will make about multipurpose a video is the use of b-roll. B-roll is basically footage that we can cut to within the main footage. So, for example, if someone is talking about a construction site, we can get footage from around the construction site to then cut to whilst they are talking, it helps to keep the audience engaged but also helps them to have a better understanding of what is happening. With b-roll you can use this to create short videos for social media, it’s said that 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. So, you want those first few seconds to really capture the attention of the viewer and draw them in straight from the off.

Just one more statistic for you, social video gets shared 1200% more than text and images combined. So, if you’re not using video on your social channels you really are missing a trick. B-roll is really good just to draw those people in and get them onto your landing or wherever it is that you want them to go or do. It’s something that we are also doing with the Video Marketing Show, creating short videos of each episode to go out almost as teasers on our social channels to then draw people back to our YouTube channel or podcast to watch or listen to the full episode.

So just recap, ways that you can multipurpose your video,

  • Take the audio and create a podcast, really simple and you’re able to reach a much broader audience
  • Blog posts to go alongside your video, again your adjusting to suit more people and also blog posts can go into a lot more detail than a video if needs be
  • High quality natural looking photos, you can use these out on social on your website, or posters anything
  • Finally, the use of b-roll really good for short social media videos to capture the attention within seconds and draw people in.

The Ark Media Video Marketing Show, bringing you powerful video marketing strategies that truly make an impact.

 

 

 

Episode 10: Video or Podcast?

Website Thumbnail

Episode Description

Video or podcast? What is better? What will suit your audience more? In this week’s episode of The Video Marketing Show, Graham and Phil give their opinions on podcasts and video and what they believe works better.

Watch the full episode above or listen to the podcast below.

Transcript

Welcome to The Ark Media Video Marketing Show.

Hi and welcome to The Video Marketing Show, my names Graham Allsopp,

And I’m Phil Arkintall.

So today we’re going to talk about the difference between consuming content on a podcast and consuming content on a video. So, let’s start off with which one you prefer?

Well obviously, I work in the video industry so it’s a bit of a clear. Yeah, it’s obviously a podcast, no, I think they have a different place but video for me has always been a powerful tool, going back to when I was young this is why I got into video, I think something like Jurassic Park inspired me because of the scope and scale of the dinosaurs, all that sort of stuff. So visually seeing things is massively important to me, I’m a visual learner I find it really really useful, however, about four or  five years ago I started consuming audiobooks, in the car, on the beach, just around the house with my headphones in and I actually find that a really great way of learning as well. So, I’m not fully reliant on having to sit and watch a video, so I think the answer is my first love is video, but actually there’s a place for both. So what about yourself?

Yeah, I agree to be honest, I like reading a book, but I’m slightly dyslexic so it takes me like three times as long to finish a book than it does a normal human being, so I think that’s where the key for audio books and podcasts come in for me is you can if you’re just on a bus or walking and stuff you can just pop them in, but I find I tend to drift, and I can hear it going in, but then I just kind of, I just miss bits. You know when you’re reading a book, and you’re kind of like did I read that chapter? But I never get that with video, and I think it’s just as you got two senses of information haven’t you, you’ve got audio and picture and for me they’re the most powerful, those together. But as modern society has moved, and everyone is in a rush, everyone’s always on the go, I think that’s where podcasts have, and audiobooks sells.

And I think podcasts at the moment are booming, I mean podcasting has become a massive industry in its own right and I think that’s only going to keep expanding, because of some of the things you were saying. Being able to consume things on your phone, you know, when you’re on a train, when you’re on a bus, you can’t do that with video in quite the same way. Also, the file sizes, that’s quite an important factor, yeah, data consumption. If you’re on a train and you’re trying to watch a film that is 3Gb, you could probably download, I don’t know, five books for 3Gb worth of data. So, it is really very useful, and it’s just, I think for me with reading, my biggest problem is if I try to read in the hours of the day perhaps when you’re a bit more relaxed, I tend to fall asleep, and it’s being very honest.

Thanks for your honesty

Yeah, yeah, but you know I think what I found really useful is having it in your ear it just gives you that extra incentive to stay awake if someone is talking to you.

What kind of things are you listening to and reading? Is it like informative like self-development books, or is it like a story?

No, I’m very much into personal development so it’s very much personal development books. 

You’d prefer to listen to personal development then watch a film.

Yeah, I think that’s fair I don’t particularly consume audio books that are actual novels, if I’m honest I don’t think I’ve ever tried to do that, so I think will try actually after todays discussion. But I just think as a learning tool, they are very powerful, but I think also what’s started to change now is you can develop experts in certain fields, that become the expert in their field, which obviously if you’re in the business market, you can increase your profile you can become a minor celebrity, in a very niche area, you know, you don’t have the constraints of having like what we’ve got here, three cameras, lighting, microphones, you literally have, you can do it on your iPhone with a microphone, you can do it on a little audio recorder. So, the actual entry level and the barriers to entry are not quite as extreme as they are with video, but again maybe there’s a market for actually a hybrid of the two. Now what we’re doing with The Video Marketing Show, is we actually turn these into podcast episodes as well, so you may be listening to this as a podcast. 

If you’re listening to it check it out.

So, you can see us in our live form, or you can just listen to us. The content is going to be the same, but actually when you have the visual version, perhaps there’s an extra layer. We’re a video production company, so we talk a lot about our work, our content that we have produced for our clients, so if you’re watching the video version of this, we might cut away to some of our work, or something that really adds that extra layer of depth of knowledge, that you can’t just get in the auditory world. So, in the podcast world, you probably have to explain things in a little more detail, and I’ve had that happen on a few audiobooks where they’re talking and referencing, go to figure four on the website, because you haven’t got it in the book. So, there are some failings to it, but it’s very much just trying to work out if you’re operating as a business, where are your audience hanging around? Are they listening to content or are they looking for videos, and that really should dictate where your audience are?

 I think as you said a minute ago, it’s almost like creating content because your audience is going to be split, they’re always going to be split aren’t they. You’re going to have people that are going to enjoy sitting down watching half hour of two people talking about an industry that they’re enjoying, or you’re going to have people that don’t have the time that want to sit on a train or walk and just listen to it. Again as you said, it’s making the most of the content that you can get

Yeah

 You know that for me is the easiest way

Definitely, and again, that does go back to the discussion video versus the podcast. You know, in a book or an audio book, you would have to write a whole page of prose to sort of say what they’re wearing, what the weather is like, you only need one image as a video, you know, you see the person straight away, you know what they look like, you know what sort of person they may well be, you know what environment they’re in. So, a picture speaks a thousand words but like I say it all comes back down to how people need to consume your content and how it works best for them.

 One hundred percent agree, it all comes down to meeting the needs of your audience isn’t it really? Everyone’s going to have personal preferences, everyone has their own life.

So actually, there’s an argument to say people who don’t want their image to be shown on screen a podcast or an audio recording

 It’s funny, it’s just one little story, I remember I was interviewing one lady, and I always say to people have you done this kind of thing before, because then you know where the expectation lies. She said yeah I’ve done it once before, but the video production company last time they only used my face for like ten seconds and they just cut to my voice the whole way through.

Yeah, yeah

 So then you automatically know that maybe they want a bit more air time of them being on camera.

Yeah, absolutely. Yeah definitely. But yeah as I say it’s very much down to focus on who your audience is and how you best get to them, if they’re going to be listening in the car on their way to work, then do a podcast. If they’re happy to watch a five to twenty-minute video on any of the social platforms or on a presentation, then video is a good way to go.

 Yeah, I agree.

Brilliant. So, thanks for joining is today and there are plenty more episodes available on our Video Marketing Show, so please join us for another episode soon.

Bye

 

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

Episode 9: How Animations Are Produced for Brands and Businesses

Website

Episode description

In this week’s episode of The Video Marketing Show, Graham & Phil talk you through the process of animation and what happens at each stage. From time frames to budget, it is all covered in this week’s episode.

Watch the full episode via the link above or listen to the podcast below.

Transcript

Welcome to the Ark Media Video Marketing Show.

Hi, welcome to The Video Marketing Show, I’m Phil Arkinstall

My names Graham Allsopp

 Now today, we wanted to talk about the process of animation. Do you want to just tell us a little bit about things like styling?

Yeah so I get asked a lot by people about the whole process, I think more so just because they’re interested by it because the process with live action is fairly simple, isn’t it? You go, you kind of do a bit of a storyboard, you film it, you bring it back edit it. With animation, it’s completely new to them. So, what we do is we always try to sit down with the client, and almost not ask for examples they’ve seen that they like, but more just trying to get out of them what they like the look of and what will work, and then we can kind of see what their business is and almost kind of meet in the middle and brainstorm an idea and a style.

 And I also think something we’ve really improved on in the last year is to help the client with the style, we provide them with other examples that we’ve produced for other clients that sort of go across the levels of animation as well, because I think sometimes people don’t fully appreciate a stick man character versus, let’s say Shrek, there’s a whole chasm in between of the time it takes, the amount of assets you need, the amount of animating it requires, and I think that’s something we try to get across early doors now to try and demystify what they’re after.

I think that always gets chosen, in my opinion, when it comes down to budget as well, which it is a shame to a certain degree because it should be tailored for what will work best for the business, but obviously you can’t expect people to have all the money in the world.

 No, but then our challenge becomes hoe do we get the best results on the budget they have, so I think actually knowing and understanding the budgetary level that the piece of work is being aimed at really gives up scope. I mean our formula basically comes down to the budget, breaking that down into day rates, and how many days of asset creation, voiceover, animation, storyboarding, how much does that generate in the amount of work they can have within their budget? So, that does, in a way, frame the level that the animation can go to. So, again if time and budget allow, you can have the Shrek experience, but we find with the majority of clients they want something that gets their message across. So, their message isn’t necessarily all wrapped up in the quality of the character and the spend on that character and that world, it’s more focused on, okay what’s my end objective, and how do we get to that, from the budget that we have?

So coming back to how we get to the end objective, the kind of next thing that we do, once we’ve had a chat with the client, sat down with them and they’ve decided on a style, is what we do is we go away and put together almost a sample of the character and backgrounds that we want and then show it to them and get their feedback, because it almost brings it to life for them in that sense, doesn’t it?

 Yeah, there’s a visual, tangible asset to see.

Yeah and obviously this is the stage just before the storyboard.

 So just following the proves through then, we’ve produced some styles, some style sheets, the clients approved what they want it to look like, so then we move into the storyboard phase. So, just tell us a little bit about the storyboard phase.

Yeah, so for me, the storyboard phase kind of fits alongside the whole scripting as well, because obviously we’d help the client with the script, and the script is fifty percent of the story isn’t it a lot of the time, and it’s how you structure a video, it’s how you structure a story. So, what we do then is we have the script there, and then we have the storyboard there, and we almost break the storyboard down into sections of maybe like 12 to 26 slides scenes almost, depending on how the video is. And that is basically a visual representation of what the animation will look like, but a still version, and that is the time that we ask for amends, because if we get the storyboard right, then all we have to do after that is animate.

 The next step then, is obviously the animation, so someone used to say the final draft of a script is the first draft of an edit and I think that’s exactly the same in the animation world, that final storyboard becomes the first draft of the animation and then from there you can continue to build, improve and modify.

Let’s just have a quick chat about time, the time frame from the start of an animation, so we’re talking about the side where we’re brainstorming, right through to the finish. Obviously, you’re going to have obstacles and hurdles in the middle of it because it’s never just a plain sail, is it? Especially when it comes down to different forms of animation, but just run me through the timeline of an animation, how long can it take? How long should it take?

These things can go on a lot longer, but also, if something’s really straight-forward, we can knock it out the park in a couple of days.

There are so many hurdles that you don’t think of, and a client wouldn’t think of. It’s like the render time, I don’t know if people are aware of what rendering is, but you basically create the assets and then it’s got to render out, and while it renders out, it’s almost like putting all those assets together. But if you want a 3D object, flying through the sky, or something like that, it can take days to render out. CGI films animation stuff takes years to create just because of that concept, you know. If you render out even just a scene and you’re not happy with a little bit, it’s just.. 

Yeah exactly, that’s right. And I think the final thing that I’d like to sort of finish on is lifespan of animations. I think it’s interesting with animation because if you take it out of the real world, it can have a longer lifespan, whereas live action is very much focused down on the here and now. So I always think you have to explain to clients that the value of the animation is very much in it’s longevity. You can also cut down social media length versions of the same project, and maybe pull different thread out of it. You could also have different campaigns that come out of an animation, so if you design a character for the animation video, you could then turn that character and stick it on the side of a billboard or whatever, because it’s part of their brand identity then, and I think that’s quite important thing to say actually, if you bring animation to life within your business, as part of the identity, then it can filter through into that whole brand package that you have, and I think it’s quite important to build that in as well. So that’s a bit of an insight into the animation process, we hope you’ve enjoyed this episode of The Video Marketing Show, please join us for other episodes that are available on YouTube.

Bye

 

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

Episode 8: How To Persuade My Senior Team

Website Thumbnail

Episode Description

In this week’s episode of The Video Marketing Show, Ark Media’s Head of Marketing, Judith Hutchinson, gives hints and tips on how you can persuade your senior team members to use video and the benefits that it can have to your marketing.

You can watch the full episode via the link above or listen to the podcast version below.

Transcript

Welcome to The Ark Media Video Marketing Show.

Hi, I’m Judith, welcome to The Video Marketing Show, and today we’re going to be talking about how you can persuade your senior team to invest in video marketing.

So, it obviously depends on what type of organisation you’re in, and how you want to use video marketing. It might be that you have to put a written business case together, it might be that you can pitch an idea verbally to your senior team, but either way, whether you are using or you want to use video for internal comms, or external communications, I think there are three key areas that you can focus on in your pitch.

So, without further ado, the first part of your business case, should be where you start with your clients, so talk about how your clients consume content whether that be on certain social platforms, on television, online ads, maybe your staff attend in-house meetings or receive e-newsletters or an intranet. Think about how your target audience consume your content, and also talk about video marketing stats, because this will help to reinforce your business case. So, for example, seventy-nine percent of people would rather watch a video than read text, if you’re looking to externally communicate with your marketing efforts, then YouTube is the second largest search engine after Google. Ninety percent of customers say that video helps them to make buying decisions, and fifty-four percent of employees expect to see videos in the workplace. You can also talk about the engagement levels on social if that is where your target audience are, you can be looking upwards of five times engagement levels with video and it might also be useful to talk about how people are spending their time on the internet, so, on average, in twenty nineteen, the average user spent six hours and forty-eight minutes watching videos online, and that was predicted to increase. In twenty twenty-two, it’s predicted that eighty two percent of global internet traffic will come from video streaming and downloads, so watching videos online, on your phone, is just becoming how we consume content. It’s also worth mentioning that for B2B marketers I know there’s an argument for human to human, but for B2B marketers, a stat that you would might like to use is that over seventy five percent of Fortune five hundred execs watch online videos, and sixty-five percent of senior execs have visited a vendors website after watching a video. So hopefully, there are a few stats there to whet their appetite, and you can easily find other video marketing stats online too.

The second thing I think you need to talk about in your pitch or in your business case to persuade your senior team to invest is how video will fit with your objectives, so whether that’s you’re wanting consistency of message, or whether you’re wanting to generate more leads, or to increase engagement rates, obviously that will depend on your organisation, but make sure that your business case is talking about the overall objectives of your organisation, and how video marketing will help you to achieve those objectives.

And then the third area I think that you should include in your pitch is the ROI that video brings, so whether you are using video for internal comms or external comms there is still ROI to be had. In terms of internal comms, it can save you on costs, well it can with external comms as well because for example, if you’re putting how to videos out there that reduce the number of calls that you’re going to get into a call centre then it’s a way of saving costs with external communications. I was thinking more in terms of your saving costs in terms of time and money, for example, we did some induction videos for a client, and that meant that staff didn’t have to travel from other offices, to induct new recruits, so that was a saving in terms of the time that staff members were spending and also saving on costs in terms of travel. The ROI as well in terms of internal communications is the consistency in message that it gives. So rather than several different members of staff communicating what they think is the same message to lots of different people, you’ve got one way, your MD for example, or Chief Exec, or whoever, communicating a message on video, possibly using animation to bring that to life, and that kind of a thing. You’ve got that consistency of message, there’s no way that that message can be misconstrued. In terms of external comms, the ROI can be in terms of lead generation so for example, video marketers say that they get on average sixty-six more qualified leads per year with video marketing. You can obviously relate it back to revenue, if you’re already recording your conversion rate, then you can give an estimate what your sales revenue would be as a result of a video campaign, and you can also talk about your engagement rates on social, the fact that a video campaign, it doesn’t have to be one video, one video can be edited for use across different social channels, it can be recycled in different ways, so if your listening to this on the podcast, for example you can also watch it on YouTube, you can recycle your content but we can also edit your videos down so that you have shorter versions for social or longer versions for social.

So those are the three key areas I think you need to use in either a written business case or a verbal pitch. So, just to recap, start with your clients, and how they consume content, talking about video marketing stats. Number two, looking at how video fits with your overall marketing objectives and your overall business objectives. And number three, the ROI that video will bring to your organisation. If you’re not sure or you’re struggling then by all means get in touch with us we offer video marketing strategy sessions, and I would be more than happy to get my mitts on your video marketing outputs. Thank you very much for listening and take care.

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

Episode 7: Where To Start With Video Marketing

Website Thumbnail

Episode Description

In this week’s episode of The Video Marketing Show, Ark Media’s Head of Marketing, Judith Hutchinson, talks about where to start with video marketing. ‘They say a picture paints a thousand words, so imagine how many words a video can paint.’ Find out in this week’s episode how you can be using video to sell, reduce costs and communicate internally with your staff.

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  info@arkmedia.co.uk, just leave us a short description of your business and we will get back in touch with you.

Make sure you are subscribed to our channel and to our newsletter here,  as we will be sharing more of our knowledge in weekly episodes of The Video Marketing Show. You can also follow us on our social channels for even more updates!

Watch this weeks episode above or listen to the podcast below!

Transcript

Welcome to The Ark Media Video Marketing Show.

Hi, I’m Judith and welcome to The Video Marketing Show. In this episode we’re going to be talking all about where you start with video marketing.

Quite a lot of marketers know that video is important, but they’re not sure where to start with any sort of plan or strategy, and if you’re not convinced by video, then I will share with you some key stats, to try and convince you that video is the way forward. So, the first stat I’ve got here is; video can communicate in seconds what might have taken multiple paragraphs to write, I know they say a picture paints a thousand words so imagine how many words a video paints. Seventy-nine percent of people would rather watch a video than read text, and ninety percent of customers say that video helps them to make buying decisions. YouTube is the second largest search engine after Google, so in terms of getting your brand found then video is a good way of doing that, and 54% of employees expect to see video in the workplace. So, in terms of internal communications as well as external communications, more and more people are expecting to see video, as a channel used for communication, whether that be for external marketing communications or internal messaging as well. Here at Ark Media, we find that our clients use video for three different reasons, they use it to sell, so that’s quite obvious, you know, product videos, raising brand profile, increase your market share, so, selling your services, your products, whatever it is, is one of the key reasons that our clients use video. Our clients also use video to reduce costs, so for example, if we had a client who made some helpful videos for their customers, which would alleviate calls into their call centre, thus reducing costs in terms of their call centre. So, it’s useful to look at video, not just in terms of selling, but also, in terms of reducing costs for your organisation as well. And the third reason that our customers by video, or the third main why our customers by video is for internal communications, so communicating key messages to your staff, maybe recording events that remote workers can’t attend, or recording training courses that you can share across different offices, rather than people having to travel to one office for a training course, if you can do it online why not, and also video for induction, for new members of staff, all these things enable you to have a consistent message to your staff and to make sure that the right message gets across. So, yeah, they’re kind of the three key reasons that clients of Ark Media use video, so selling, reducing costs and internal communications.

Lets have a think about your objectives in terms of where you’re going to start with video marketing. If you’re a marketer listening to this, then obviously you’ll have your marketing objectives in place, so I would always go back to your original marketing objectives, think about what it is that you want to achieve overall, and then think about what you want to achieve with video. I would also do that in association with your customer funnel, so thinking about all the different things you have in place at the attract stage and the engage stage and at the delight stage. It’s also useful to think about how you could use video as part of your marketing funnel, external or internal campaigns, thinking about how you convert someone, how you attract someone to your brand, how do you engage with them and delight them enough to buy. So in terms of the attract element, video empathise with your customers problems so maybe a short video showcasing your brand personality, thought leadership videos, brand films sharing your values, educational how tos that provide tips to problem solving, that sort of a thing, and then at the engage kind of level of your marketing funnel, how you can help your audience to visualise themselves using your product. So you might have video on for example a product landing page, you might use case studies, testimonials, again, how to videos, possibly webinars, product demonstrations, and I find that personalised or interactive videos could work  well here as well, and we’ll talk about interactive and personalised videos a bit later on. And then in the delight level of your marketing funnel, it’s all about referring or up-selling, so a thank you video, for example, when we finish a video project for a client, we send them a thank you video to let them know we appreciate the business that they have given to us, and it’s just a nice thing to do, it’s the feel good factor. You may also like to think of video in terms of your onboarding, depending on your brand, are they coming into some sort of community or subscribing to something, is there some sort of on boarding video, and again there’s internal communications with new staff that works well. Also, you’ve got in the delight phase, you’ve got education, so product training videos, how else you can use the product, or any add-ons that you can buy that will help them to use the product better, or videos to encourage upgrades, obviously it depends on your product or your service, but you get the idea.

So yeah, I would go back to your marketing plan, think about what it is you want to achieve overall, think about your funnel, your marketing funnel, and where you could use video in terms of attract engage and delight and now you’re at the stage where you can answer a few different questions, to start bringing together your strategy. Start off with who’s your audience, who is your target market? How do they consume content? What kind of thing entertains them? What is it that they want to be looking at? Is it short, funny meme’s or is it longer, kind of educational pieces? So really,  it’s ultimately getting to know your target audience and what it is that entertains them and how they consume content, because thinking about how they consume content will help you with your distribution strategy. So, for example if you are targeting a market who are heavily influenced, then there might be something in video in terms of influencers for example. Or if they are really into the educational element of it, then maybe a YouTube channel with lots of thought leadership content on there, it’s something that you can also turn that into a podcast as well. You also need to assume that people consume content in different ways, and the beauty of video and indeed video through thought leadership pieces, that you can turn it into a piece of content for a podcast as well. Also, as well it’s not just about content marketing, so it might be that your audience is best suited to television advertising, or advertising in the cinema, it might even be Digi boards, that kind of thing. It’s thinking about how video can reach your target market, so the better you know your potential clients, the better you can think about how you can helpfully interrupt their day with video.

The next question to think about is what’s your story and how do you want people to feel? So, thinking about what the story is, what the narrative is behind what you’re telling people, and this is something that we go into in a little bit more detail in our video strategy sessions with clients. It’s thinking about what their story is, how they want people to feel? A lot of the time it’s compelled, you want people to feel something that will drive them to be compelled to take an action. So, a great example is the charity ads you see, you know, the real tear jerking, emotive, that leave you feeling like ‘oh my goodness, that’s just so unfair.’ For a brand that’s selling products and services, the likelihood is that you’re  not necessarily going to want to upset your audience, you’re probably going to want to either entertain them or educate them. Yeah, have a think about what your story is and how you want people to feel as a result of the story, and as a result of that thinking about what you want your viewers to do, and this is whether you’re planning out a whole campaign of video or whether you’re just planning on one video there is always going to be something that you want the viewers to do, whether that’s watch another video, whether that’s to do whatever it is that your brand is selling, what do you want viewers to do as a result of the video?

Next in terms of the video strategy, is thinking about who is responsible for what, for example, who’s responsible for writing the brief, who’s recording the video, for editing the video, if you’re working with a video production company then they can obviously do all this for you, but even if you are working with a video production company, you will still need someone to liaise with that company, to write the brief and to give feedback and to have final sign off and that kind of a thing. So, in the first stages, thinking about who is responsible for what is useful.

The next thing to think about is distribution, thinking about where you’re going to distribute your videos, if you’re recording a television advert for example, it would be different to if you’re only recording videos for social media. You’ll have things like the clear cast regulations and that sort of thing to sort, and it becomes a much bigger project, but if you are recording a TV advert, it’s still worth thinking about not just the TV advert in terms of the media buying, but where else can you use that content across your social channels, do you want to use it internally for anything? Do you want to re-edit it and turn it into anything? But how can you maximise the video content that you’re recording to be able to use it in multiple ways to be able to get your messages across to your target audience. It might be as well that you’re thinking about ‘well who else can share this content for me?’ so for example if you have recorded a thought leadership piece with perhaps an influencer, can they share sort of short trailers on their social accounts? Obviously, this depends on your objectives, but thinking about the distribution of your video content is important when putting together a video strategy. Also I would think about what your budget is to dedicate to video marketing, so this can vary vastly, depending on what you’re wanting to achieve, but I would always think about the return you’re wanting to get so if you are sharing just a couple of social media videos, obviously the budget is going to be a lot smaller if you’re putting together a full on TV ad. Thinking about budget will help in terms of if you’re coming to brief a video production company, there are so many different ways of creating video content. Alternatively, if you’re not keen on being in front of the camera, or your staff aren’t keen about being in front of the camera, you might want to think about animation. And again, that’s going to need budget allocation because you know, if you’re looking at Pixar type animation, that’s going to be a lot more expensive than like an icon animation. So, thinking about what budget you’ve got to work to will helps in order to formulate the types of videos that you are able to use.

The next thing to think about it how you’re going to measure the success of your videos, and your video marketing, obviously the easy thing to look at is your original objectives, it might be that you had sales objectives, it might be that you had cost reduction objectives, other things that you might like to look at in terms of measuring your video and video marketing is the view count, play rate, social engagement, quite often we say fives times of your usual engagement level. Total watch time, video completion rate, click through rates, conversion rates, but ultimately, if video is a real part of your content marketing strategy, then looking at what your audience is enjoying is really important. So I would say they’re kind of the key things to take your pick from in terms of what you want to get out of video and video campaign.

So, we’ve looked at the marketing funnel, we’ve looked at some key questions to start formulating your marketing strategy, we’ve looked at how you can measure video. I hope you found that useful, just to give you a few pointers on where you start when putting together a video strategy, it would be wrong of me to not include a call to action, having told you about how important it is to think about what your viewers want to do. So my call to action would be if you have found this interesting, if you would like something a little bit more tailored, then by all means get in touch with Ark Media for a video strategy session.

 

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

Episode 6: What is Interactive Video?

What is Interactive Video

Episode Description:

In this week’s episode of The Video Marketing Show, Ark Media’s Head of Marketing, Judith Hutchinson, talks you through what interactive is. Who knew that your viewer could control the path of a video, making their experience with your business or brand the most personable one yet!

Watch the full episode via the link above, or alternatively listen to the podcast below.

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  info@arkmedia.co.uk, just leave us a short description of your business and we will get back in touch with you

Transcript:

Hi everybody, it’s Judith Hutchinson here from Ark Media here to talk to you today about what interactive videos are and how they are going to change video marketing. So, I thought I would start by talking you through what interactive videos are, well basically they are videos where your audience can interact and get more involved. So there are different types of interactive videos, you can get those that have hotspots within them, which can encourage people to buy something, or visit a particular landing page, so these are particularly good for retailers for example, because you can have links to your product pages that will obviously lead people to buy. You can also get branch style interactive videos where people choose how the story develops, so if you think, if you’ve watched I think Bandersnatch which was on Netflix, and more recently Boss Baby two,  if you’ve watched those programmes, it’s that kind of style where you choose the story. Those sorts of interactive video or branch style interactive videos, I think can be really useful for highlighting key messages or getting consumers to make particular chooses about certain purchases, and they’re also really good, aside from marketing, they’re really good for training as well. So, there are a few examples of branch style videos, here is one, now if you are listening to the podcast you won’t be able to see this but if you are watching the video, here is an example that Deloittes produced.

So you can see in this video there are different choices you can make along the way, if you make the right choice then the video continues, if you make kind of the wrong choice if you like, then it rewinds and encourages you to choose again and it is all about making sure that you’re values align with Deloittes values, this is a really good example of how you can apply this to different things I suppose. There is another really good interactive video that I really like, it’s actually a music video, and they have obviously recorded the same boy in the story, and the viewer can choose to flick between his  and his dream, and this, you know,  shows him the dream is living in a fabulous mansion house with loads of really fit girls and the reality is him living in his normal house with his normal sister and life is just normal, but actually the story, the narrative of the story, both the reality and the dream both get to the same result. That’s quite a cool example of an interactive video. You can also get interactive videos where, people can complete forms as part of the video, so that can be useful for client onboarding, or maybe you’re inducting new members of staff, I also think you can use them for newsletter sign ups as well. Interactive videos can also include quizzes, so you can check understanding, it can be quite good in terms of gamifying videos for your audience, and maybe highlighting which products are best for your customers. There is a lot of BuzzFeed style quizzes for example on Facebook, that get a lot of eyeballs, but imagine if they were videos or had a video element to them, sort of combining the two, a quiz and a video, I think they would get a lot of traction.

So, they’re kind of a few different examples of what interactive videos are, how are they going to change video marketing? Well, I think this just sort of, to coin a phrase I suppose, turns video up to eleven. So, interactive videos are kind of the next step up. If you can get your audience interacting with your brand, then all the better.

So how are interactive videos going to change video marketing? Well, I think there is always going to be need for static videos, but what interactive videos do, is they enable your audience to interact more with your brand, ad from a brands point of view, that can only be a good thing. What interactive videos also enable you to do, is monitor where people are clicking within the video and what they’re doing as part of the video, so it almost enables you to analyse your videos even more and almost use them, not just as a promotional tool, but also as a piece of consumer research or consumer insight. I think the more the platforms change as well, at the moment you can use, for example, videos with hotspots you can use those on the social media platforms, and I think the more the platforms are developing, you will then be able to host branch style videos within the platforms, at the moment you’d have to take people to a separate webpage for a branch style videos, but I think as the social platforms develop, we’ll see more and more social platforms be able to host branch style interactive videos, quizzes and data input and that kind of a thing. I think that given the engagement that static videos already get on social media, it’s something that the platforms are going to be developing no matter what.

So whenever I’m hosting a video strategy session with a client, interactive videos is always the area that the client will start saying ‘ooohh, right yes I can see how that would apply. I can see how I can use that.’ And invariably interactive videos are where the marketing managers can see how they would work for their audience, but also internal comms, professionals, HR professionals, they can see how it would work for training purposes, for onboarding new recruits, inhouse training as well which is interesting. So, I hope that is a useful outline of what interactive videos are and how you can use them within your organisation if this is of interest and you would like to talk a little bit more in depth about your video strategies, feel free to book on for a video strategy session. Thanks for listening guys, take care.

Episode 5: What Next For Video Production

Retrograde

Episode Description:

In this week’s episode of The Video Marketing Show, Phil & Graham will give their views and opinions on what the future of video looks like. Could the role of the camera operator become obsolete? Are we more likely to be consuming shorter content? Find this out and more in this weeks episode.

You can watch the entire episode via the link above or listen to podcast below.

Transcript

Welcome to the Ark Media Video Marketing Show

Hi and welcome to The Video Marketing Show, I’m Phil Arkinstall

My name’s Graham Allsopp.

And todays episode we’re going to talk about what’s next in the video industry, so I think to start, to set the scene, I think it’s important to see what has changed within the last few years as well. So when I set the company up eleven years ago, we were still working with VHS tape, we did have DVD’s as well, the internet was a lot slower, broadband connection, YouTube existed, but perhaps wasn’t as prevalent as now and that started to change. I mean, when you stated in your career, how have you seen it change?

Yeah, so when I first started we used to shoot on my DV tapes which were little tapes that went into the video camera, expensive, you never really, once you had filmed it you never really wanted to throw them away because it was always the case of, you know, if you overwrite them then the footage is gone if you haven’t captured it properly. That was at the very start of my career, and then as it progressed it was literally like SD cards.

Yeah and very much the industry has changed now so that you plug your SD card into the back of the computer, you can put it onto things like DropBox , for both showing to clients, but also, for storage, which we tend to use it for quite a lot now, a terabytes worth of storage that is on the cloud, it’s much better back up being backed up by massive server rooms around the world.

That’s something that we didn’t have, when I first started, the company that I first worked for, we had like a whole massive safe with just hard-drives and they were all two terabyte’s which was quite expensive then at the time. But it was like a fireproof, waterproof safe that if anything happened you would know that your footage would be protected in that safe.

So yeah,  very much when we started, you could make a three minute promotional video, you’d put it on a company’s website, it would sit on that website for about two or three years, they’d probably have a few staff leave, and then want to change it about a bit, they might have a new logo, a new brand identity, and I think that was very much how it was in the early days of Ark Media. But then when Facebook, Twitter, LinkedIn, and now Instagram and things like Tik Tok as well, now that all this evolution of the social environment has changed things, we can’t really just make a one size fits all promo.

Yeah, it’s very much the industry has changed so it dictates around what platform it sits on, so as you said before, a three minute  video two and half was perfect wasn’t it for like a promotional video, you could get everything across, all your benefits, why use us, but as social media has formed, I think social media at the start was designed for those kind of videos and people’s attention spans were fit for that, but as there was more content pushed out, more social media platforms, even the way that they have designed Facebook and Instagram, you’re literally scrolling up all the time, it’s designed for your attention span of ten seconds. That’s definitely where video has changed, in the past ten years

I think something that I found really important to pass onto clients in recent years is that if you go to the trouble to professionally produce the video, you don’t want just one output, you don’t want just one three minute film, you want that added value, you want the fifteen second clips, you want five of those from different parts of the video, you want different call to actions graphics on the end of It, you know there is so much you can do now that previously you wouldn’t do, you’d just literally focus on one product and that’s a much more powerful offering from a video production companys point of view because you’re literally saying we can go out, do a day’s filming and we can deliver you twenty different films of different durations.

Do you think it’s harder from a video production point of view, do you have to be smarter in how the sense you get across your messages and your story in that shorter time frame? Because obviously, forty-five seconds now for Instagram, really that’s all you’re going to get, especially if it’s not a very creative image.

Yeah, defiantly, I think you’ve got to get to the point a lot quicker, if you’re treating it like, say a news article, you’re ten to fifteen second social clip now, would be the headline that you see on the front page of a newspaper. If they’re grabbed by that, they might watch a longer version of the video, so actually, that’s where you can expand and open up the debate and the discussion a bit more.

Yeah, so going off that, I think people’s attention spans have moved, but I think that if you’ve got a subject that you are interested in, I’m a big football fan, so I could happily sit there and watch a five minute video on Facebook about pundits talking to each other about football. So, I think although attention spans are smaller, if there is a subject that you are interested in, then you are going to be still open to watching.

I think what you’ll probably find is that corporations will start trying to move us back to longer form, Instagram are now doing Instagram TV which is purposely built for longer form, so actually, it may well revert back to that, but that headline grabbing, social media, that banner at the top of your screen, you’ve really got to be quite clever with the content that you put out, you can’t afford a nice establisher of the building that your company is based in anymore to set the scene, you’ve just got to hit it hard and get to the crucks of what your offer is to the person who is watching it.

Do you think video? Live action filming and animation, where do you see them going forward?

I think with COVID animation has grown, particularly with what we do. What’s been interesting, within Ark Media, we have clients come to us who, they have an animation brief, but they don’t necessarily even pre-qualify ‘Oh do you do animation,’ there’s just an assumption that you’re a video production company. I think as time moves forward we’ll probably be asked for more and more animation, but I think if we are talking in terms of where the whole industry is moving in the future, there’s other formats that are coming through as well, so there is personalisation, that is where you send an individualised version of the video to a particular end user, so you can use that, particularly in animation, you could actually  make a video tailored to the demographic that its aimed at, maybe if the same video goes to a different demographic, the video could be adapted a video specifically looking like its aimed at the person could drop into their inbox or a video card format, so that it comes through the post, they open it, you know it’s a …

Where do you think that’s going to go in the next couple of years? Because I mean when I first started in video, that was kind of a new technology.

The video card?

Yeah, the video card, for people that don’t know, it’s a brochure that you get in the post, you open it up and the video is there, it plays automatically, it’s got a little speaker in there. It was revolutionary when I first started for kind of corporate video production, but I haven’t really seen them being used much

I think they’re cost prohibited, they are quite expensive, but again, as technology moves on, as they get massed produced, just like all technologies, they’ll drop in price. But again, there are other formats that will come into play as well, to sort of revolutionise the industry, so, interactive video, you can do that on Netflix programmes, there’s a couple of programmes on Netflix

Black Mirror

Black Mirror have done it, I think Bear Grylls does it with his sort of survival guides, you know do I go down the waterfall or do I go through the jungle?

It’s much different, like immersive storytelling

Yeah

It’s passing the story into the viewers hands  

Definitely and I think that will work quite well in the corporate market as well because it offers something a bit different so if you’re trying to do some training internally, you could let your staff have a choice of ‘do I choose that option or that option?’ It’s still steering them in an educational way to get them to where they need to be, but actually it passes the message in a more interactive, more engaging way than perhaps just watching a video and not having that engagement. So, there is plenty of scope there

Especially as technology goes on I think that, going back to the whole social media length of videos, I think that they’re the ones that are going to dictate where the video industry goes

Yeah, yeah

I think realistically.

But it is a cultural shift, that’s saying well okay we have got the attention spans of a gnat when it comes to consuming social content, but actually, we used to allocate a couple of hours to watch a movie, now we’re allocating, probably twelve hours to watch a ten part series or whatever it may be.

I still think that, even if they had said in cinemas now that, there was no warning about not using your phone and stuff, I think everyone would be getting their phones out halfway through

Yeah probably, yeah. But going back to the roots of video production and what we do as a business, there are a lot of changes that we are on the cusp of its just finding early adopters who are happy to use that within their campaigns, and they don’t feel scared to try something new.

How do you think it’s going to move forwards in the next five to ten years, with the concept of having it on your phone?  

Yeah so, the very much prosumer or consumer

Yeah because surely as cameras get better and as phones get better, people will start to use them for filming purposes

Yeah and I don’t have a problem with that for a certain level of content, I think to two things that they have improve are sound, you know the reality of sound recording still is if you want good sound, like we’re doing this video now, the microphone is literally a metre away from us both, it’s out of shot obviously, but it’s only a meter away. If you’ve got an iPhone and you’re filming someone across the room, the sound is adequate but not great. The second one is lighting again, they’re still not as good as the professional camera.

And again, it’s all well and good having a good camera on your phone that records good audio and that can control the light, but ultimately, there is that underlying skill level

We’re talking about evolutionary steps within media, if you imagine the technology of a drone, that flies, some drones now are the size of your hand, or even smaller, if they can find a way to make the drone quieter, so some sort of audio repression on it, sound repression, and that hovers around following you, if it then uses telemetry sort of sensors if you like to know where your eyes are, where your head is, and it knows what a good frame looks like, because we’re talking about what we know as professionals that perhaps consumers don’t know of what is a good frame, if the camera floats around because of the technology, and  it knows what a good framing is, you can almost press go on your drone camera, or your iPhone whatever it may be, iPhone twenty, you press go it flies up into the air it follows you around in exactly the sorts of shots I would consider professional, it’s got high quality sound, it’s got no problems with the background noise from the drone, it maybe even has even better lights built in, because the iPhone now has pretty decent lights built in just for

Yeah, I think you’re onto a good idea here, lets

Yeah, but you know there are layers upon layers of technology, that can make it really exciting, I still think you’re going to need a human touch because it’s all about human need, and you know, just to conclude really, I mean the evolution in picture quality over the years has been impressive, and what you’re finding now is that we’re up to 4K TVs, but they’re actually selling 8K TVs now, I read an article a few years back saying that the human eye can interpret 32K, well give them another ten, twenty years, maybe even five years I don’t know exactly if I’m honest, but within that small amount of time, the technology will be there where you’re looking at a 32K screen, and you can’t actually tell it’s not real. It’s interesting where the world is going, and I think there’s plenty of scope though really. So, I hope you’ve enjoyed this episode, there’s plenty more on our channel and hope to see you again soon!

Don’t nick our idea about the flying drone as well, that’s ours.

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

Episode 4: Top Ten Tips For Working With A Video Production Company

Retrograde

Episode Description:

In this week’s episode of The Video Marketing Show, Phill will talk you through his top ten tips to working with a video production company. Watch the full episode above on our YouTube channel, or listen to the podcast version below.

Transcript

Welcome to The Ark Media Video Marketing Show

Hi, I’m Phil Arkinstall and welcome to The Video Marketing Show, one of the questions that I get asked a lot, is ‘what can I expect when working with a video production company?’

So, what are the ten things you can expect when working with a video production company?

Number one, defining what the problem is within your business or organisation and what solution video particularly offers. There can be a whole host of reasons why a video offers a solution to a problem, it could be that you need to get a message out to a group of people that you can’t get into a training room, so it needs to be distributed digitally to get the information across. It could be that you want to create brand awareness by having a video on your website or social media clips to encourage engagement and to help build an audience to get them to buy your product or service. Or it could be that you want to educate someone about a particular topic, there’s loads of reasons why you might need a video. So, I think the first port of call is definitely define what the problem is that you’re trying to solve and how video and what type of video you need to solve it.

Number two, you can expect creativity ideas mixing the message with a visual form and style. Therein lies the power of video it’s not just visual its auditory as well, and by combining those two powerful formats, it really does open a door to creativity. Creativity can mean a lot of different things to a lot of different people, it could be that you just incorporate graphics into a video, it could be the use of music and the subtly that offers around the mood and the emotion that you’re trying to draw out of a video, or it could be that the visual storytelling is something a little bit different for you organisation. It could also show a human face through a video, it might be something that you can’t get across in a blog, it might not come across on the website or still photography, that’s really the uniqueness of video production, it offers you both those stimuli formats and they come with a whole host of creativity.

The third thing to expect is, if you’re doing a day’s filming, it’s not going to be a normal day within your week, filming brings a lot of different emotions and expectations to the surface. It could be as simple as the office needs a tidy, it could be that the person that is being filmed or people that are being filmed are pushed slightly out of their normal comfort zone, and they have to do something that is perhaps alien to them, or it could just be a little bit of extra excitement or buzz to the office. But one thing is for certain, it’s always different, every day of filming is different and that is one of the most amazing things about working within a video production company.

Number four, guidance and explanation. Any video production team will do their best to guide you through the process. The process is very complicated, there’s a lot of different layers and elements to it, if you’ve got filming involved and you’ve got people involved in that, you have questions around what are they going to wear? You also have to consider what the questions will be, how those questions will be answered, there is an education piece on how to answer a question on camera. So, the general rule of thumb is to put the question at the beginning of the answer, and things like where to stand, where to look, how to position your body. These are all things that crews will definitely help with and provide guidance and explanation.

The fifth thing, after the filming is complete, it is guiding the power of the edit. When we are putting together projects, we get a lot of material, so for a one-minute promo, we might shoot six hours’ worth of material, and the power of the edit is to distil all of that visual information, the auditory information into a short promo. Now that obviously takes a lot of editorial judgement which comes both from the client side and the production company. But the client generally knows what they are after, so it is a very collaborative process. Also, within the power of the edit is to fix mistakes, if people say uhm, erm, so, it’s a good opportunity to put that right and make their sentences more articulate than perhaps they were when they were being filmed. It also gives editorial control, so perhaps they went off on a tangent in their answer or they weren’t particularly clear, to maximise the material that you have by putting it together in lots of different ways. On top of actually editing the narrative, or the message, there is also the stylistic side to editing. There is the potential to add graphics or cutaways or shots to explain what’s being shown visually, there is also adding music that can really create mood or give the video a certain vibe that perhaps you’re trying to create in the mind of the person watching it. Editing acts as a buffer, it’s not live, so effectively you can film a lot of material, and then at a slower pace than if it was a live broadcast, you can piece together what that story is, you can reconstruct the messaging, you can structure it in different ways. There is a massive power to editing and video production teams, will work closely with clients to make sure that the most powerful messages come out in the final product.

The sixth thing you can expect from a video production company, is for them to ask for your branding and your identity. That might be your colour scheme, your logo, and that will help them to design any call to action graphics at the end or the beginning of the film. Potentially an animated logo or title sequence, and also name captions, perhaps with the logo embedded into it, but also using the colours of the company or organisation. This can add great value to the final product, and it’s really important to reinforce the brand identity of the company, because it means there is consistency across all channels, the graphic design, through to the website, through to the video.

The seventh thing you can expect from a video production company, is to be consulted about potential use of music within your film. It might need music, it might not need music, however, if it does have music it is then making that music work for your audience. Music is such a subjective thing, somebody will love a bit of classical music, somebody will love a bit of rock and roll, it’s very hard to please all but as a business or an organisation, it’s key to figure out with your video production company, what your end user would benefit from the most, what would make them buy your product? What would make them enquire? What will make them look at your services? Music helps to convey the emotion of your film, so it is really important to consult with your video production company, to decide what piece of music you wish to use.

The eighth thing you can expect is to work in collaborative way and get feedback on the edit notes. So, when you have the first draft of your film, invariably a video production company these days will provide a digital file using something like Dropbox or WeTransfer to allow you to watch your video and make notes on your video. We currently use Dropbox which actually allows you to put notes into Dropbox, so they are time coded to the particular part of the video you wish to change. This is a great way of collaboratively looking at the notes together and making changes. But also, face to face is important, it’s great to invite a client to the edit suit to actually sit with the editor and the director to go through the edit, to do live feedback sessions. Ultimately, it’s all about making the video as good as it can be, through collaboratively editing.

The ninth thing you can expect is support in what you are going to with the video, so what is the output. Let’s say you end up with a two-minute film, now what do you do with that? Do you put it on your website? Do you put it into a PowerPoint presentation? Do you use it on social media? Does it go to YouTube or Vimeo? The production company will help you to define where the final product should be shown.

And finally, number ten, the video production company will help you to measure the success of your video. So, at the beginning of the process, it’s important to define what success looks like, so is that viewing figures on YouTube? Is that enquires, or direct sales? Is it raising brand awareness? If it is more of an internal comms video, is it perhaps reducing accidents or reducing training times, so instead of having a face to face sessions, staff could watch a video which would cut down the amount of face to face training time required, which obviously gives a time saving. As a video production company, it is ultimately important, to make sure that the video isn’t just produced, it’s not made on a whim that we need a video, but we don’t really know how we are going to measure and use it. If everything is measured, you can really tell whether video is the right portal for you.

So that is our top ten for what to expect when working with a video production company, so just to summarise

  1. Define the problem and what solution does video offer?
  2. Working with your production company through creativity
  3. Expecting a day out of the normal
  4. Expect guidance and explanation of the production process
  5. Guidance on the power of the edit
  6. Utilise your graphics and calls to action in your campaign
  7. Maximising the emotiveness of your video through music
  8. Collaboration on the feedback
  9. Support with what channels you should utilise your video, and finally number
  10. How to measure success

Thank you for joining me for this episode of the video marketing show, see you soon.

Episode 3: Q&A On Video Marketing

Retrograde (2)

Episode Description:

In this week’s episode of The Video Marketing Show, Ark Media’s Managing Director, Phil Arkinstall, and Head of Marketing, Judith Hutchinson, have complied the questions they get asked the most about video production and video marketing. We are certain they have answered at least one of your burning questions! You can watch the full episode on out YouTube channel above, or listen to the podcast version below.

Transcript

Welcome to The Ark Media Video Marketing Show

Hi welcome to The Video Marketing Show, I’m Phil Arkinstall.

And I’m Judith Hutchinson

And today we are answering questions that have been sent in by our social media followers and our clients. So, the first question is, Judith can you explain what video marketing is in simple terms.

Yeah, so basically, video marketing is how you get your message to your target audience, with video, and that is it in simple terms.

Excellent. So, the next question is how do I integrate video into my current marketing strategy?

It’s like you would integrate any other comms channel, so you would obviously start with your marketing objectives, what is it that you want to achieve? I’m guessing that if you want to integrate video into your marketing strategy it’s because you know video works, because you know your audience are consuming video, but maybe start to think about where they’re consuming that video. So, you know, then you’ll start to get to grips with how you are going to distribute your video, so are you looking at a cinema ad? Are you looking at social media videos? If so which social media channels? Is it for a social paid campaign, or is it an organic campaign? Once you’ve answered those sorts of questions, you’ll formulate a campaign plan to be able to hit your objectives. Okay Phil, so next question can I create an overview video or promotion of my company and be done with it?

I think in this day and age that’s a bit naïve to just make a stand alone video, in the past we would’ve say, made a three minute promo that would potentially go out on a VHS tape, or in the early days of the web it would just go on the website, but actually now, with social media, and peoples habits have changed massively. So, people will consume content for a lot less time, they want more concise answers and call to actions, so actually no, the thing that we really promote with our customers is, film the material once, but then recycle it, reuse in many different ways. That way you can end up with lots of different videos, you can focus around a particular area of your business on one set of videos, but then actually go for the wider, bigger picture on something else, so it is definitely, you should definitely be making maximum use of your content.

Yeah, so you might have a sort of three- or four-minute brand video, and then you might have several thirty second shorts from the same footage for social media and that sort of thing.

Yeah, it’s picking up on threads within a part of your business or your product offering.

I think that any client that has come to us and asked for a promotional video that is for their homepage on their website, has realised how much that helps them in terms of SEO, and people staying on the page and that sort of thing, and they’ve realised the benefit of video and that they should be using it more anyway because of the return that they are getting from it.

Yeah, I agree with that. Okay, so, the next question we had was at what stage of the customer journey should I be introducing video?

So, I’m obviously biased here, but I think all of them. You’ve got your awareness at the top, so it might be you know if you’re using social, or if you’re using television advertising, anything that is going to create awareness of your brand, on more of a mass scale if you like, you can absolutely be using video there. I think further down the funnel, you could be using video at the consideration stage, you can be using video at all of the stages, but things like client testimonials, making people sort of have a keeping up with the Jones’ you know if it’s worked for them it’ll be great for me, it’s almost like thinking of the consumer buying process, so what is going to help them make the decision to buy from you? And using video along each of those different stages, and even when they are a client looking at how you can use video to up-sell, to cross sell, all of those different things.

I think that you’re absolutely right, you have to cover the whole of the sales process.

Okay, so next question Phil is how much should I budget for video in my overall marketing plan?

It’s a really interesting question because there is a massive scale here, you can go from what we call our quick edit service which is where you film yourself, we then top and tail it with graphics and take out any of the bloopers and give you a video back, that could be just a few hundred pounds. On the other end of the spectrum, it could be a cinema or television advert campaign, the thing with that is you shoot on better quality cameras because it has to be shown on a massive screen. You also have to go through the sort of compliance side of working with broadcasters and the cinema chains, there’s a lot more intricacies in the budgeting of the project there, and all the way along there is different sorts of scales to this. There’s self-generated content in the sense of making your own YouTube videos or Tik Toks or whatever it may be, they can be just as effective as spending a lot of money on a campaign. Then there is literally all the stages in-between, where it might be just a day’s filming and a couple of days to put an edit together with some graphics that can look very professional. It really depends on what you’re trying to say to your audience, if you are saying to your audience, we’re a slick professional company, you’re probably better off having a slick professional video that reflects that. If you’re saying, you know we’re talking in volume or it’s a low cost sort of product, you could put some really, quite basic content out there, still try to make it as professional as possible, you know, I’d always suggest that if you’re putting things out on YouTube, to do it horizontal, not portrait effectively, it just makes it look more like a video that you would see on the TV or on at the cinema rather than doing it the other way round, which has its place, because on social media, it lays out differently on your phone. So, there is so many variables, but it really does go back to looking at your strategy, where do you want to position yourself in the market? If you perhaps want to be at the bottom end of the market, you might do something quite low budget, again if you want to do something at the top end, John Lewis’ Christmas advert, you’re not going to do it for hundred quid, on your iPhone, you’re going to do it with a full crew, with a full cast, with scripts, you know visual effects, directors, all things that you would expect at that level of production.

Yeah, it depends on the return you want to get doesn’t it and also, it’s thinking about your video strategy as well, so it might be that you have an amalgamation of self-generated stuff, high end stuff, and also maybe user generated content as well, so videos that your customers have taken of them using your product or your service and your using that for social content.

Yeah, because ultimately the video is to engage with people, it’s to get an emotive reaction out of people. You can do that from a video that someone has shot themselves, if that emotion is in there, you know, some of the best videos you see on Twitter and Tik Tok are the ones that just connect with the audience because they are real, they are real, whereas the glossier stuff, sometimes perhaps it’s harder to get that emotional connection, and that’s why as I said about John Lewis, they spend an absolute fortune, because they are paying for that emotional connection, through the production values and the story that professional people are putting together. So, it’s a real, you know, you can go right from the top to the bottom, or the bottom to the top, it’s got so much scope in there. So, our next question is how do I market videos once they are made?

I think the secret is, or not so much of a secret, but you would have a plan before you made the video. You know, you’d put together where you wanted the videos to be seen, based on what your target audience was, you’d have some objectives in terms of, you know, if you was sharing them on social, you would have some objectives in terms of how many views you wanted them to get, what you wanted people to do as a result of your video, so is it to buy a product or a service? Is it to download something? Is it to, what feelings do you want them to evoke, what do you want to compel them to do after your video? So, you would plan all this out before you made the actual video, because I think that also will link to what the video actually is. So, yeah it’s not a case of making a video and then thinking what do I do with it, you should be thinking what do I do and then making the video based on what you want to achieve.

So, effectively what you’re saying is a video strategy in the early stages, and again that’s something that we offer, is a video strategy session to help explain to our customers, you know, figure out what their problems are, how can video help to solve that problem, and obviously with the different product ranges that we have within video, it’s working out what product goes with what problem. So, actually yeah, I think that’s definitely correct.

And thinking as well about the different types of video that you can use, because when we are doing a video strategy session, I know lots of clients, you know we will show them interactive video and they’re like ‘oh my god, I can totally see how that works, where I could use that or I could use that not just for external communications, but I could use that for internal communications,’ and it’s almost thinking of yeah, what you want to achieve, the type of video you want to produce, and thinking about your brand as well, and how a video links with your brand, so, how you can communicate your brand voice through video. But you would absolutely have a plan before you even commissioned video.

Absolutely, no that’s brilliant. So, thank you to everyone who has sent a question in today, we hope you have enjoyed this episode of The Video Marketing Show and we’ll see you next time.

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