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Download Green Buzz Agency Selling Your Story The Importance of Video
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@GreenBuzzAgency Tod Plotkin Clara Ritger Principal @Plotkint [email protected] Assistant Producer @clararitger [email protected] Selling Your Story: THE IMPORTANCE OF VIDEO MARKETING Today’s Session • • • • • • • Why Should You Invest In Marketing? Marketing 101 Why Video? Stats About The Online Video Marketing Explosion Video Marketing for Budgets of All Sizes What You Need to Know Before Making Your First Video How Documentary Style Video Can Sell Your Home’s Story • Tips for Capturing Documentary Interviews @greenbuzzagency @plotkint The Basics MARKETING 101 Why Should You Invest In Marketing? • You can’t expect to grow unless you spend money to bring growth. • Marketing creates the human connection between your business and your customers. • Even successful brands still market. Why do you think Cheerios still runs ads? • Marketing is like health care. Preventative measures will save you money in the long run. Don’t wait until you lose customers to market. Don’t be reactive. Where You Can Market • • • • • Print Ads TV Radio Online Company Website • • • • Social Media Billboards Events Newsletters Basic Marketing 101 • Potential customers need to know your business exists. • To advertise, you need to know where your potential customers – your target audience – is. • Conducting market research will help you identify who your likely customers are and what they know or don’t know about your brand. • Understanding what messages about your company will speak to your potential customers is critical to converting them into actual customers. Basic Marketing 101 • Check out your competition. What are they doing to market themselves? • Set goals for your marketing efforts. • Know your brand – what makes you unique – and your brand’s story. Creating Your Brand’s Story • Stories are how people will remember you. • Your story should – create an image of your brand in the customer’s mind. – create the perception that you are the best. – convey important facts about your brand. – invoke feeling and emotion. • There are lots of ways you can tell your brand’s story. In 2016, VIDEO is an important one. Why Video? THE STATISTICS DON’T LIE Video Tops All Other Forms of Communication • Video is the only medium that allows customers to see and hear your brand’s story. • 93% of marketers used video in 2015. (Content Standard) • Video are 12x more likely to be shared than text and links combined. (Mbooth) • In 2017, video will make up 69% of all consumer internet traffic. (Cisco) Regional TV Ads/Radio Ads • TV ads develop brand familiarity and trust with customers. “I trust this company because I’ve seen them on TV” mentality. • A well-run TV ad campaign can produce between 300 and 500 percent ROI. (Chief Marketer) • On average, every $1 spent on radio ads leads to $6 in revenue. (Nielsen) • Combining TV and radio advertising increases ROI by 21% on average. (Commercial Radio) Online Video: Why The Explosion • More Bandwidth/Better Compression = More Accessible/Quicker to Load • Larger mobile phone w/ higher resolution = Better Quality • Lower Cost for Production = More Possibilities to Experiment • More Content Flexibility (Not just a 30 sec. TV spot) @greenbuzzagency @plotkint Online Video Framework: It Works • 96% of consumers say online videos are helpful when making purchasing decisions. (Animoto) • 73% of consumers said they are more likely to make a purchase after watching a video. (Animoto) • 71% say watching online video content leaves them with a positive impression of the brand, service or company. (Animoto) @greenbuzzagency @plotkint Online Video Framework: Advertising • 51.9% of marketing professionals worldwide cite video as the type of content with the best ROI. (eMarketer) • Click through rates are 40x higher using videos versus text. (B2B Marketing) @greenbuzzagency @plotkint Online Video Framework: Mobile • 64% of Americans now own smartphones, and 75% of them watch videos on their phones. Among users, 26% of them watch a video at least once a day. (Pew) • Among young people, the numbers are even higher. 81% of 18 to 34 year-olds own a smartphone, 98% of whom use their phone to watch videos every day. (NextAdvisor) @greenbuzzagency @plotkint Online Video Framework: YouTube • On Youtube, 50% of all content is watched on smartphones. (YouTube Statistics) • More than one billion unique users visit YouTube each month. (YouTube Blog) • 80% of YouTube traffic comes from outside the U.S. (ReelSEO) • YouTube reaches more US adults aged 18-34 than any cable network. (ReelSEO) @greenbuzzagency @plotkint Online Video Framework: Social Media • More than 50% of Facebook's daily users watch at least one video per day. (Techcrunch) • The rise of video on social platforms means that marketers need to look for the human story behind their product or company. (360i) • It is estimated that marketers will spend $8.3 billion on social advertising in 2015. (BIA/Kelsey’s) @greenbuzzagency @plotkint Video Marketing FOR BUDGETS OF ALL SIZES Video Marketing Is Cheaper Than Ever • Prices have come way down on Cameras: DSLRs • Templated Motion Graphics: Revostock, Videohive • Shoot Vine/Instagram Video – A branded Vine video is four-times more likely to be seen than a regular branded video (7th Chamber) Tight Budget? Create a Game Plan • If you handle the pre-production, you’ll save money when you hire a video partner • Know the content of your video – Documentary style? Create questions that you think your customers would ask. Make that the meat of the video. – Scripted? Plan your key themes/marketing messages • Keep the video short and sweet: 1 to 3 minutes • Limit the number of days you shoot, and the number of locations you shoot in Bigger Budget? Make It Look Like Hollywood • Slow-motion (Change your frame rate) • Timelapses (GoPro) • Photo lenses Motion: Steadicam, Jibs, Sliders, Dollys Motion: Ronin, MoVI, Drones Motion Sample • Green Buzz Agency Demo Reel • https://vimeo.com/87894488 What you should know before CREATING YOUR FIRST VIDEO Questions Video Pros Want to Know • There are many variables that go into how your video is created. • These variables greatly influence the strategy that is used to produce the video as well as the cost to produce the video. • So what are these variables? @greenbuzzagency @plotkint Communicate with Video Professionals: • • • • • Platform Audience Themes Style Concepts • • • • Turnaround Time Length Budget Goal @greenbuzzagency @plotkint Platform What is the final primary platform for the video? • Web/Online • Live Event • DVD • Television • Film • Mobile @greenbuzzagency @plotkint Who is the Primary Audience for this Video? • External: Clients • Internal: Employees Are they people that already know your brand? Are there multiple audiences? @greenbuzzagency @plotkint What Major Themes Should the Video Convey? • What makes you unique from competition? • Why should people care? • You’ll want to focus on 1 to 3 major themes. @greenbuzzagency @plotkint When do you need the final video delivered? • ASAP!!! • When a certain campaign is launched. • To run at a specific event. Common Requests • 2 weeks – 3 months Typical Life Cycle • 6 Weeks from contract being signed. @greenbuzzagency @plotkint How Long Should the Video Be? Short Format: Over half of the video ads in 2014 were less than 20 seconds. After 10 seconds, 20% of users will leave a video. Videos that were 15 seconds or less were shared 37% more often than those that were longer. (Opera Media, Visible Measures, Idea Machine Studio) Long Format: Wieden & Kennedy: Old Spice How much time would you prefer to have you client’s attention? @greenbuzzagency @plotkint Goal • • • • Viral versus Engaging. Keeping the attention of the viewer. Content that saturates your target audience. A story that makes people remember you. @greenbuzzagency @plotkint The Style of the Video? • • • • • • Narrative Documentary Motion Graphics Animation Scripted Voiceover Blend of two or more of above @greenbuzzagency @plotkint Why the Documentary Format • • • • • Cost Accessibility Authenticity Expertise Series versus singular video Documentary Sample #1 • Lawyers Serving Warriors is a program at that partners disabled veterans with law firms to help them get medical benefits from the government. • They partnered with Green Buzz Agency to create a video that would communicate their story. • https://vimeo.com/148136866 Documentary Sample #2 • The Make-A-Wish Foundation creates memorable experiences for kids with life-threatening medical conditions. • They partnered with Green Buzz Agency to create a video that would communicate the story of one wish kid, in the hopes of inspiring donors to give. • https://vimeo.com/127774489 5 Key Takeaways • Marketing creates brand trust and helps your potential customers remember you. • Your brand story should convey facts and invoke emotion. • Video marketing works. 73% of consumers said they are more likely to make a purchase after watching a video. • Advancements in video technology are bringing costs down and making corporate videos more competitive with content on TV and in film. • Documentary videos allow your customers to be part of your brand story. @greenbuzzagency @plotkint @GreenBuzzAgency Tod Plotkin Clara Ritger Principal @Plotkint [email protected] Assistant Producer @clararitger [email protected]
