Tag Archives: Video Production

Good Video is changing the way we see businesses

Here are some FACTS which may affect your current thinking on visual media. It not a sales blurb they’re just honest facts:

  • The USA is about 4-5 years ahead of Europe in leveraging visual media for sales and training
  • If your company isn’t using video to sell to your clients, either online or in person, you are losing sales
  • If you have poor quality video material to sell your products you are damaging your brand
  • If you’re using videos in the old 4:3 format you are losing sales And damaging your brand
  • If you’re paying thousands of pounds to a film school graduate to produce your corporate material you are wasting money
  • Equally if you’re paying ‘Bill from down the road’ a ‘tenner’ to film your exhibition stand “’Cus we need some video for Facebook or Twitter” then you are only proving the maxim that “A fool and their money are easily parted.”

In short, if you’re looking at your video marketing or advertising material wandering “Is it good enough?”- You already know it is not good enough!


I know all this may sound harsh and I fully understand if you want to stop reading now. But…

Avengers_Age_Of_Ultron-poster1…Before you do, please answer me one question: Were you (the reader) any less harsh on the last movie or TV series you saw?
Didn’t you look at the ‘overpaid’ actors and wonder “How much did they get for this?” Maybe you liked the special effects “But they weren’t that great were they?” And the film is “Nothing like the book is it?”

Rightly or wrongly we all judge on what we see. If what we see on screen falls short of what we expect we react to it – usually negatively. It’s unlikely that we ever give the benefit of the doubt to the video maker, so the damage is done. And as we know, bad news travels fast.

Only last week I had to contact a colleague (he runs a cutting edge tech company) and let him know his social media ‘expert’ had posted a video of his company from 4 years ago. It was like Apple running an ad campaign, today, hailing the birth of the iPad. The worst part was it made the company’s brilliant new tech look like recycled old kit. The video gave the wrong impression of the company and its products. If that old video lost just one sale, it will have cost my colleague thousands.

For me it also highlighted the underlying fact that videos themselves have changed, becoming a more fluid medium. Today’s videos and advertisements are moderated and re-evaluated by our feedback (Likes, Retweets, Reblogs) to them.

Previously an advert would be shot like a small film – once complete it was cast in stone till the next one. Not so any more. Now it’s more likely that you’ll see an advert hit the web or TV, then within two weeks, you’ll see a re-edited version of the advert run for the duration of the ad campaign. This is because the advert has been split-tested with a variety of focus groups and audiences to see which version works best. Version 1 didn’t work out but Version 3 kept the attention of the demographic, so Versions 1, 2 and 4 went in the bin.

In today’s smartphone society there is no excuse for crappy looking video. It’s not a major financial investment anymore. You have a full HD camera on the back of your phone for one thing! The real investment is the time taken to create and split test something which will have a visual appeal and deliver the right message.

EATT-GTP-Banner

I have been talking about creating media for some time and recently, after a college speaking engagement, I began developing a course for students called Smartphone Film School. I realise that that the same changes that have occurred for film students, have also opened a very positive avenue for SME’s. Well the one’s looking to create their own media anyway.

With some thought and planning you can release your inner ‘Spielberg’ and make some very nice material for yourself or your company. All that’s needed is the framework within which to create the best possible story around your products.

The Smartphone Film Studio (Corporate version) will be available on the Education and Training TV (EATT) platform mid-February. It’s all being filmed on an iPhone and tablet so you can see just how far you can go with the free film studio you carry in your pocket.


To leave on a super positive note here are three facts to get you thinking:

1.8 Million Words – That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research. That’s the equivalent of 3,600 typical web pages. If you write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video.

75% – That’s the percent of executives who told Forbes that they watch work-related videos on business websites at least once a week. The results breakdown:
• 50% watch business-related videos on YouTube
• 65% visit the marketer’s website after viewing a video

90% – The percentage of online shoppers at a major retailer’s website who said they find video helpful in making shopping and buying decisions. Retailers who provide online video to show off their products report that the products with video sell a lot more than products with no video.

Thanks to Andrew Follett at Video Brewery for his facts.


Thanks for reading and as usual any comments to Mark Alexander Todd at Guvnor Media


Is fear holding back your business?

Of all the great things I get to do as a creative person, the one thing that is always exciting is learning new stuff. Sometimes that stuff is work related, sometimes its ‘life’ related. In one of my most recent video projects I’ve learnt a lot, and also observed how reluctance to change can put business owners at a financial disadvantage. It’s this knowledge I’d like to share. [Skip to video]

ForrestGump2It sounds deep but it’s not. I’m not one of these self-styled online ‘business gurus’ who pump out Forrest Gump style quotes (Life is like a box of chocolates….) then try and sell you an exhibition stand. No… I just love it when people learn, and that education makes their life better.

Here’s a for instance: In the past 20 years the changes in my field of film and TV are quite astounding. Now it’s a pre-requisite that I keep adapting.

This rapid development means the average iPhone can push out a TV picture as acceptable as the average TV news camera. This has changed the way we all see the news, because anyone can be an ‘on the spot reporter’ when incidents happen. This has changed how our news is both captured and reported.

These changes are happening everywhere and the ‘old ways’ no longer exist. Honestly, when was the last time you wrote a cheque or used a fax? Right now, one hot news topic is the (numerous) changes to pensions, here in the UK.

I’ve recently been working on a video project with Hannah Goldsmith, and she frequently sees a refusal to change, costing business owners a lot of money. So what started off as a simple video project, has resulted in an unexpected learning curve about investments and pensions. I now feel like I took the red pill and have disappeared down the financial rabbit hole.

After many conversations and some personal research (see, more learning), I humbly submit that the whole investing ‘thing’ is closer to white collar gambling than I would like – these are my words not Hannah’s.

I say this because the reality of the investment industry is: experienced and educated brokers ‘predict’ which shares will increase in value and which will decrease. They then buy and sell accordingly for their investors. If the predictions are correct the brokers will ‘beat the market’. Otherwise, “The value of your investments can go down as well as up…” That’s painful if the investment is your pension, but on the bright side, the brokers still get their fees.

Now I know you can’t buy pensions or stocks and shares from Waitrose, so honestly, what are the options? Well, this is where advisors like Hannah come in. She is FCA registered, and can advise on what to do with your pension and investments just like the big institutions. The difference with Hannah is, she’s all about your future lifestyle, so she tweaks investment strategies to match lifestyle expectations.

As most investment strategies run for 25 years it is staggering to see how much money you can lose doing things the ‘old fashioned way’. Watch this video and you’ll see.

GFS-Video-Five-Title-card

But even more surprising than this, is people’s fear and reluctance to change, despite the enormous economic upsides.

As I say, I like my work because I learn new things. I’ve learnt that investments can be like a leaking bucket with fees slowly syphoning off my financial security. I’m just glad I met Hannah, because now I have more insight on how advisors like her can help me plug the holes. I also hope this knowledge will be useful to other business owners.


Bad Video Kills Your Brand

Is Bad Video Killing Your Brand?

Two years ago (2010), I was asked by a colleague whether he should bother to create a video for his company’s website.  At the time, there were rumours that Google was considering  ranking sites with video higher than those without, so I told him to get a camera, make something to show off his projects, and put it on the front page of his website.

In 2011, I worked with YouTube at VidCon in Los Angeles. The landscape had already changed, with a plethora of HD cameras available, video bloggers were now creating their own YouTube channels and getting out there. With minimal resources, they were creating 2-minute pieces of inventiveness, and Google had openly proclaimed that videos did indeed help websites achieve higher rankings.

So here we are, approaching the end of 2012 and wondering if the Mayans will be proved right. The reality is, whatever the outcome on 21st December, I can guarantee someone will film it, edit it, add titles and effects, then put it up on the web. Because that is what people expect now!

YouTube is now the second biggest search engine on the web. The accepted route for people researching products, services or companies is: look it up on Google, and then search for a video on YouTube. But here’s the kicker: the landscape has changed again, and the stakes are higher now. People’s expectations of what they see have risen.  If a 14 year old skateboarder is willing to spend £200 of his pocket money on an action camera that he can strap on to his helmet, so he can record an amazing amount of creative ways to break his bones, just to score an audience on YouTube…then you have to ask yourself, “Are we working hard enough to capture our target audience?”

Making a good video is not a major investment anymore, so when people see bad, uninventive company videos, they see the brand in a negative light. Believe me when I say Bad Video Kills!  The days of shaky, poorly lit and hard to hear videos are gone, and companies that continue to use them will suffer financially, as sure as MPs insult policemen.

It is a brave new Hi Definition world out there and those with vision will capture its treasures. So the next time you are struggling to stay awake during a marathon PowerPoint presentation or you find yourself squinting at a blurry product video, remember that limping skateboarder with 2 million fans.

Written by

Mark Alexander Todd,

Guvnor Media Ltd –Intelligent Marketing

 

 

 

 

 

 


%d bloggers like this: