A Guide to using video production within your Marketing Mix

Marketing Mix
Where does video fit into your Marketing Mix?

In recent months there’s been a noticeable increase in the number of companies seeking quotes for video production services to use within their marketing mix. These have been extremely varied – and reflect the many ways in which video can play a key role in a wide range of marketing activities.

Most successful businesses do not reply on just one marketing method but rather spread their resources over a number of activities – what is referred to as a ‘marketing mix’.  This mix will be different from business to business – and it’s very rare to find two businesses using exactly the same marketing mix of ingredients in the same proportions.

What can go into a Marketing Mix?

There are many different and distinct marketing activities (the marketing mix ingredients).  Not all lend themselves to video production but many of them do.  This article will examine some of the common marketing activities in which video can feature – or become the main vessel for delivering your marketing message.

Content Marketing

Content Marketing is all about educating your target market about a specific subject and, at the same time, linking the subject to your business/brand and the services/products you offer.  Presenting your business as a reliable source of information will build trust in your brand and influence your audience without using hard-sell sales techniques.

Example: An estate agent might commission a film about a specific town or location which informs the viewer about local resources and features – to be of interest to anyone thinking of buying or renting a property in that area. Sharing information on local schools, shopping, transport and other community facilities would demonstrate the estate agent’s local knowledgeable and understanding of the needs of the community – and develop their reputation as a trusted source of information. See another example below of a Content Marketing film produced for Air Products.

Undercover Marketing

Undercover Marketing is about creating “teaser” content about forthcoming products and services to generate buzz and market interest.   A bit like a movie trailer, the aim is to give your audience a privileged insight into what’s coming up.  Not only will it help develop interest in your product/service, it can also help you to refine products/services and your final sales pitch prior to launch through customer feedback.

Example:  An event organiser might commission an event documentary highlighting its success through the eyes of attendees and exhibitors.  The aim would be to attract interest amongst attendees and also exhibitors in future events – without actually presenting any firm propositions.  See teaser film edited for Cash from your Camcorder.   

Product Placement

This is very similar to Content Marketing, but the marketing message is delivered more subtly through the placement of your product or service within the content.   Also referred to as Brand Integration, the content can often purely be a lifestyle piece which is geared towards your target market and the connection to your brand made through use of your products or services within it.  By exclusively hosting or promoting the content through a dedicated online video channel you can develop a community of potential customers and create a valuable root to market.

Example:  An outdoor clothing manufacturer might commission a travelogue documentary to an interesting and challenging destination – with the participants all wearing their apparel.  This could also be created as a collaborative piece with other organisations such as airlines, destination tourist boards and other non-competitive sponsors.  This collaborative approach is also known as Alliance Marketing or Affinity Marketing.

Seasonal & Event Marketing

An obvious one really, this includes any marketing activity that takes advantage of the key seasonal milestones or their pending arrival (Christmas/Summer/Easter/New Year…).  In addition, this includes any marketing activity which is triggered by other date-specific events – such as the passing of a decade or century – or dates and events specific to the industry or market you are promoting to.  For instance, this could include milestones of the invention of technology such as the Internet. The benefit of this type of marketing activity is that your target audience will already have the event in mind – enabling your marketing activity to gain additional traction.

Example: A kitchenware manufacturer might commission an infomercial with a chef giving their top tips for saving time and creating the perfect Christmas dinner – showcasing the latest cookware and accessories.  Again, this could be co-sponsored by a food supplier or other non-competitive companies.  

Relationship, Evangelism & Viral Marketing

Customers do not always want to feel like you are trying to sell them something, so many businesses try to invest in future sales with marketing activities which set out to create a relationship with customers.  Remember, a large part of the aim of marketing is making potential customers aware of your existence – and any future business is easier once a relationship has been established.

Once the relationship is established you are far more likely to move into the areas of evangelism and viral marketing whereby your customers will start to spread your brand messages for you.

Example: A marque car dealership commissions a film about the top ten used-car investments – sharing information on the best cars to purchase for investment purposes, how to store and look after them and include some customer stories about cars they’ve owned and sold.  This could be broken down into price categories – enabling the dealer to develop targeted databases for their future sales from subscribers to the video content.  It could also be updated on a regular or annual basis – creating a sense of anticipation amongst their target audience.  See below film sponsored by Supadance on a very special dance festival – viewed more than 100,000 times!    

Newsletter Marketing

Whilst Newsletter Marketing is more appropriate to businesses with a mature database of customers, it’s a marketing method which can be useful to both B2B and B2C marketers. A newsletter with various sections and news stories can be a great way to give customers greater detail about products or services than can be covered in an advert or flyer – enabling the customer to pick and choose what they read into from well-structured layout.  This can include multiple sections – including company news, product information, competitions, diary events, special offers, new appointments and any other section that one might find in a mainstream publication. Using digital flip-book creation tools and distribution platforms, these newsletters can now include rich media content – including video.

Example: A manufacturer of plumbing products could produce a newsletter monthly or quarterly, with clearly defined sections for professional plumbers and DIY users – plus additional sections on corporate news about the business.  The video content could include a general foreword-type introduction by its editor highlighting this issue’s contents.  Additional video content could contain how-to type content providing visual demonstrations of the company’s products in use – with beginner and advanced levels for the range of readership.  The newsletter could also include 3rd party content from plumbing product manufacturers.    

Tradeshow & Exhibition Marketing

Using video as part of your tradeshow marketing is probably one of the longest established forms of video marketing.  Whilst many businesses these days purely trade off internet pages, there are many who cannot replace that face-to-face customer experience.  In fact, there are many products that customers simply would not invest in without actually seeing and testing the product out first hand.  A video can play an important part in tradeshow marketing in ensuring the company’s stand is visually attractive and helps to pre-qualify stand visitors by showing relevant and eye-catching content.  Indeed, with the advances in video projection and large screen technology, video could be used to create almost all visual design aspects of an exhibition stand design.


Example: A firm of architects designs a tradeshow stand which includes a floor to ceiling video wall as its backdrop – showcasing the many large residential and commercial developments it has designed around the world.  The video will be created using animated photography of their developments, architect drawings and combined with archive footage from the locations to demonstrate the breadth of their experience and innovations in design.

The complete Marketing Mix

Of course, many companies are just looking for a straightforward corporate or promotional video to fulfill the transactional marketing element of their marketing mix. Any why not?  Adding video to your website will dramatically improve your search engine visibility (YouTube is now the second most popular search engine!).  Not only will video help with your search engine visibility, it will also help you improve your bounce and click-through rates.

I’ve also intentionally not given Social Media Marketing its own heading in this article.  The reason for this is that it will be a core means of delivering the marketing mix methods above.  In fact, all of the above activities can be solely delivered or promoted through Social Media channels.  And as we all know through our own use of Social Media, video content very much floats to the top of platforms such as Facebook and Twitter.  Without video it’s just not going to shine – and much less likely to be shared.

Contact us

I hope this article gives you a much clearer idea of how video can fit into your marketing mix – and the inspiration of how you can start to take advantage of it.  If you’d like to talk your ideas through with someone who can add greater depth to your ideas, please give Video Artisan a call on +44 (0) 20 3602 3356 or email kevin@video-artisan.com


Video Production Services Showreel

Video Production Services Showreel Title
Watch our latest Video Production Services Showreel

And, relax!  Having just got to the end of a very busy run I’ve finally had time to put together a short video production services showreel – and to write another blog! To be honest, I even surprised myself with the range of video production works we’ve completed in recent years.

It is very rare that we get two jobs exactly the same – so when a client says, “Could you show me something similar you’ve done to what we are looking for?”, it can be quite a challenge to demonstrate this in a video production services showreel.  However, we feel that it is much more important to be able to demonstrate that we understand what our clients are trying to achieve – and to be able to offer creative solutions that enable us to exceed their expectations.

Video Artisan – a ‘can-do’ company

So far we’ve never had to say no when a client has asked, “Can you do XYZ?”.  Apart from our own in-house resources and expertise we have an extensive range of industry contacts and specialists who we can call upon to deliver any video-related product or service for our clients.  This also means we can cope with multiple assignments at the same time – yet still manage the process and output to ensure every client receives the level of service they’ve come to expect from Video Artisan.  No project is too big – and nothing is considered too small.

We’re about to head into another busy spell – with the production of training films for a major US-based manufacturer starting in a couple of weeks.  Filming will be carried out in Essex for this, but we’ll also be heading overseas shortly after for assignments in Canada, France and Italy.  I’ll keep you posted on these.

How to feature on our next Video Production Services Showreel

I hope you enjoy our video production services showreel.  If you are looking for a different kind of video production service that’s not featured – please ask as we’d love to be able to add it to our next video production services showreel.

For more information on our corporate video services click here – or call us on +44 (0)20 3602 3356.


Filming Awards Ceremonies – The 2016 M&IT Awards

M&IT Awards
Another M&IT Awards Ceremony completed

More for M&IT

Last month saw us filming at the 2016 M&IT Awards (Meetings & Incentive Travel magazine) at Battersea Evolution where more than 1,300 guests were celebrating the very best within the corporate events industry. With nineteen main categories, and a host of special awards and charity fundraising, this spectacular event showcases the very best in corporate travel, venues, catering and agencies aimed at the corporate meetings and incentive travel industry.

As in previous years our brief from M&IT was twofold. Firstly, we was commissioned to create a short highlights film that captured the mood and scale of the event to be used as a promotional tool in generating future sponsorship and ticket sales.  In addition to this we also filmed short interviews with category winners as they exited the stage after their presentation. M&IT then sell these short films to the winners post-event to enable them to promote their success at the awards.

Other M&IT Commissions

The filming of the M&IT Awards is just one of three video production services provided to the company by Video Artisan each year. We also film their Masterclass Seminars which are aimed at event professionals and include subjects such as Data Protection, Health & Safety, Contract Law and Social Media. These videos are made available to their readers on a pay-per-view basis.

We also produce a short event documentary of their very successful M&IT Agency Challenge networking events – with the next one taking place in July at The Lensbury Hotel in Teddington. In addition to the short documentary, Video Artisan also delivers a team-building exercise for delegates at the event which sees them creating their own short film.

M&IT winning with video

M&IT are an excellent example of a business which uses video to its full potential, clocking up many thousands of minutes of viewing through social media and video delivery platforms such as YouTube and Vimeo.

If you would like to discover how your business can start to benefit from using our many video production services, please contact us today on +44 (0) 20 3602 3356.


A guide to Filming Masterclasses

Filming Masterclasses for M&IT…
Over the next couple of months we’re filming masterclasses for CAT Publications at The Mermaid on the banks of the Thames at London Blackfriars. These M&IT (Meetings & Incentive Travel) Masterclasses cover various subjects aimed at the event industry as part of their continual professional development – and our video production services are now helping to bring them to a much wider audience.

Filming Masterclass - a guide

Filming masterclasses… what’s the point?

Due to their popularity and high level of interaction, spaces on the M&IT Masterclasses are limited to ensure that each delegate comes away better informed and more capable in their role. Filming masterclasses not only provides CAT Publications with a permanent record of these events but, more importantly, also enables them to distribute the segmented films throughout the year on a pay-per-view basis for those unable to attend in person.

Of the many other benefits to filming masterclasses, the two which are most highly valued by Video Artisan’s clients are video’s consistency and ease of use. Once recorded and edited, a video will deliver exactly the same content, and impart the same knowledge, every time it is watched – regardless of the performance of the trainers. This leaves little room for misinterpretation and ensures viewers are only receiving correct and valuable information.

The wide acceptance of video as a communication medium, and the variety of platforms on which it can be delivered, also make it ideal for any business or organisation to incorporate video into their training material output. This includes CAT Publication’s pay-per-view model – but is equally suitable for delivery over private intranets, open platforms such as YouTube (paid or free) or by direct release on physical media such as DVD or USB drives.

Filming Masterclasses – DIY or Hire-in?

Creating a video recording of your training event can be very straightforward and virtually cost-free if you choose to go down the DIY route. However, producing highly-valued content which is easy for your audience to watch and hear is a lot more challenging – and if it fails in these respects then it’s effectiveness as a training tool is very much depleted.

At the very least your presenters will need to be properly mic’d up – with additional microphones used to capture audience interaction and feedback. Whilst one main camera is fine for single-presenter seminars, using additional cameras will help to show audience reaction, achieve continuity when editing and ultimately make your content a more professional and easy to watch.

Filming Masterclasses - a safe wide
Two cameras are better than on when filming masterclasses

Your audience will also expect to see any slides, charts, illustrations or PowerPoint presentations full-screen, so any DIY effort will have to include the ability to insert these into the live video content, add captions and finally output the programme to a format which can easily be delivered to your audience.

The challenges of filming masterclasses are various but by using an experienced video production company you can create compelling learning material with the minimal amount of investment and virtually no special adaptations to your training materials. In this instance, Video Artisan have been able to offer a very competitive solution using a ‘two-camera single-operator’ set-up coupled with a fast post production turnaround – enabling CAT Publications to release their films to market in the most profitable and efficient way.

Could you benefit from filming masterclasses?

Filming masterclasses can be highly profitable for their producers. If you think your masterclasses, seminars or workshops would benefit from being filmed and released on video, please contact us today on 020 3602 3356 or by emial to kevin@video-artisan.com 

A bit more about M&IT Masterclasses

CAT Publications are renowned for putting on highly-focussed seminars and workshops aimed at Corporate, Association, Agency Event Organisers and Event Suppliers and on key subjects including Data Protection, Health & Safety, Venue Contracts and Social Media. The M&IT Masterclasses are delivered by a team of specialist presenters who share their knowledge of relevant legislation and best-practices within the event industry.  See a list of their upcoming events here.

Video Artisan work with CAT Publications on a number of events throughout the year including producing the highlights films for the M&IT Awards and the M&IT Agency Challenge.


UHD video production – the true benefits


UHD Video Production Title
UHD Video Production Guide

UHD video production – is it worth it?

This is something that I’ve already answered for myself but it’s a question that a lot of videographers are asking themselves right now – “Am I going to benefit from UHD video production?” Actually, that’s the wrong question. What you should be asking is, “Are my customers going to benefit from UHD video production?”. I think so – and the five key-reasons for me are:

  1. UHD Video Production for the price of HD
    (And maybe even less!)
  2. Greater Creativity
    (Large sensor creativity – produced even quicker)
  3. Resolution Choice
    (HD delivery from a UHD video production workflow)
  4. Future-Proofed Footage
    (UHD Masters – even if you don’t need them now!)
  5. Faster Turnaround
    (Multi-camera look from single-camera filming)

What is UHD?

UHD Video Production - UHD logoIt’s hard to talk about this subject without getting technical but I’m going to try and keep it as light as possible as I’ve got a lot of readers who are not technical at all. UHD (Ultra High Definition) is a high resolution video format. Simplistically, this means it gives you (potentially) a lot more detail in the picture. To give you a comparison High Definition (HD) video has a maximum resolution of 1920 x 1080 pixels. Ultra HD, or 4K as it’s also known, gives you 3840 x 2160 pixels (and a touch more in it’s native and ultra-wide variants). If you want to dig deeper and get all techie then read this Wiki page.

OK – that’s all the really techie bits out of the way – almost. Now let’s look at why I’ve taken the plunge and opted for JVC’s 4K offering, the GY-LS300 and how I think UHD video production will start to benefit my customers.

Creativity with Ease

I’ve been shooting video with HD DSLRs (digital stills cameras that shoot video too) for about 6-years now and quickly grew to love the DSLR look. Even with all of their shortcomings, impracticalities and oodles of accessories needed to make them useful as a video production tool – I soon became a DSLR-er. Whilst they’ve come on leaps and bounds, and still have a place in my tool box, DSLRs simply weren’t the right tool for every job. For instance, I still think it’s bonkers shooting anything long-form with them such as conferences and business presentations.

What differentiated DSLRs from traditional video cameras was their shallow depth of field look (or Bokeh) and their pin-sharp and colourful imagery which is achieved through utilising their large image sensors. These were not just desirable features to me – they turned out to be both inspirational and educational. Like many other videographers, traditional video cameras (with their fixed zoom lenses) took away the need for me to understand about lens features and mechanics, the impact of sensor sizes and how to operate a camera manually. You switched them on and pointed them in the general direction of the action – and in “auto-everything” mode you’d be pretty unlucky to get something that wasn’t useful.

Whiz on a few years and everyone started talking about UHD video production and it was a relatively easy step for manufacturers to create DSLRs capable of these higher resolution pictures with their already large-enough image sensor size (most traditional video cameras have puny image chips in them by comparison). I was tempted, but the ergonomics and struggles associated with DSLR filming kept me from putting my hand in my pocket. Photography and videography are two distinctly separate fields of image capture which have very different design and use requirements. DSLRs are essentially just stills cameras that can shoot video.

These were soon followed by a wave of traditional video cameras with large sensors capable of UHD video production – most with interchangeable lenses but, more importantly, they were designed with the videographer and cinematographer in mind. Not only were the ergonomics more familiar but they also handled audio in the same way with professional connections and controls where a videographer would expect to find them.

So now we have a properly designed offering of video cameras capable of UHD video production and the same sumptuous shallow depth of field that we’ve all grown used to seeing. Now my only quandary was which one?

UHD video production with JVC’s GY-LS300

Apart from being a total JVC tart, a large part of the reasoning behind me investing in JVC’s GY-LS300 was down to its ability to work with a range of lens types. Other choices of camera would have required reinvestment in glass which would have had to be reflected in my charges to customers. In today’s competitive world, anything that enables you to maintain your rate card whilst improving your output has got to be good for customers.

UHD video production with JVC's GY-LS300
UHD video production with JVC’s GY-LS300

The combination of the LS300’s Super 35mm sensor and its MTF (Micro Four Thirds) lens mount means you can attach pretty much any lens with the right adapter. Not only does this allow me to use my existing range of DSLR lenses (modern full-frame lenses, cropped sensor lenses and vintage 35mm lenses), but it can also utilise cinema-grade, cheap photographic and even really old (but optically brilliant) 16mm film lenses should the need arise. JVC cleverly achieve this by adjusting the sensor crop within the camera’s VSM setting (Variable Scan Mapping).

My decision was cemented when the latest firmware was announced for the LS300. This brought in a unique ‘Prime Zoom’ function which basically gives you a short but lossless digital zoom when using prime lenses. The range of zoom depends on the recording format the camera is set to, but when filming in HD mode this can give you up to 2.3x zoom on a prime lens (1.25x in 4K mode).

The other additions introduced in the latest firmware included ‘J Log’ mode which enables you to record a wide latitude and high dynamic range similar to that found on film cameras. Whilst this requires additional time in post production to grade the picture to your desired look, it does give you access to a much higher contrast ratio providing detail within highlights and shadows. This, coupled with exposure histogram, spot metering and other picture level adjustments, will allow me to fine-tune the pictures to my heart’s content.

On top of this the LS300 is extremely compact and light. This is particularly important to me and my customers as much of my work these days is overseas so this should help me to keep shipping costs to an absolute minimum.

HD delivery from UHD video production

Whilst UHD playback TVs and projectors are now widely available, in the near future the vast majority of time I will be creating content for HD delivery. However, shooting in UHD will enable me to make some creative decisions and changes in framing in post. With all that additional resolution to play with it’s easy, and non-destructive, to zoom into the UHD picture without any appreciable loss.

In practical terms (and how UHD video production might save my customers money), this also means I could film a talking-head interview as a single wide shot and then zoom-in or cut-in for close-ups. This negates the need for using two cameras and reduces the time needed on a shoot – both of which are good news for customers.

And whilst I will be editing and delivering predominantly in HD, retaining the original UHD masters will enable my clients to re-purpose material in the future when UHD delivery becomes the norm – without loss in resolution.

My first UHD video production

I’m currently putting the camera and lens configurations through testing to make sure I can give my customers the full benefits of UHD video production. However, I’ve already got some projects in my diary where the LS300 will be my first choice of camera. It’s ideally suited to interview filming and also any scenario where my customers want the added benefits that UHD video production can bring – as well as “lush” pictures and unhindered creativity.

Keep an eye on my blog in the next couple of months and you’ll see exactly what UHD video production is all about. If you can’t wait to find out, and what to be one of our first UHD customers, then please give me a call on 020 3602 3356.