Local video production

Local Video Production

Hear how Video Artisan is demonstrating the power of local video production as an effective marketing tool.

What is the benefit of using a local video production company?  The answer, pre-COVID, was, “not a lot, really!”.  We were all used to travelling, casting our marketing nets further and looking beyond our local business community for business and services.  I dare say some of this was price driven.  We all believed we could, “get it cheaper elsewhere”, and that “elsewhere” could be many miles away. 

I think it was deeper than that though.  We had all broadened our horizons and travelling habits.  We had become entrepreneurial globetrotters – and loved it! Then COVID lockdown hit and our world collapsed. Many companies in our industry were, and still are, extremely nervous and could not see a future for local video production.  Now we must.

No hiding away – Local Video Production is here to stay!

I will mention this now as it must be mentioned. There are many businesspeople that see it as poor publicity to even mention the word ‘COVID’ in any marketing material or conversation.  It is a bit like Harry Potter’s Voldemort – ‘He Who Must Not Be Named’.  Well, here you go… COVID, COVID, COVID!  Writing about it and talking about it is not going to make you get it. It is a fact of life that we must deal with.  The alternative is to roll over and play dead – and we are not going to do that.

I too was a bit in shock for a while after seeing about 80% of our business disappear almost overnight.  Our two main areas of income were derived from the corporate events industry and large-scale military exercises.  Both gone – in the stroke of a pen.  We soon realised it was time to go back to our roots and serve the demand for local video production services. It is there; you just have shorten your sights.

Local video production in Kenya
Filming in Kenya – A while off yet!

Moving back home

When we started Video Artisan back in 2012, I spent some time looking at what businesses were in my local town – Loughton in Essex.  I trawled through local business directories, drove around all the local business parks and commercial zones noting down address and company names (both physically and virtually using Google street view) and built up a database of local marketing targets.  I drafted a letter, addressed to ‘The Busiest Person in the Company’, because I didn’t have an actual name, and posted out about 250 letters announcing the offerings of my new local video production company. 

Within a couple of days, I had picked up a handful of clients that kept the business going through the first three years.  I am not claiming to be any kind of marketing guru, but that one single activity got me through what are often the most challenging years for any new business.  It was my ‘zero-to-hero’ moment and the COVID crisis has brought my focus back to my local community today.

Local films for local firms

Within a few weeks of lockdown we was starting to plan our return into the local business community.  Of course, we had never really left it but all our marketing efforts up until then been on a much wider scale.  That made sense pre-COVID, but like any marketing the wider you spread your message the thinner it becomes.  Local video production marketing is a lot more intimate and directed – and relatable to your intended targets on an otherwise difficult to achieve level.

Our first task was to make sure all our online efforts had a strong element of “local” about them.  In practice this means you’ve got to make sure your website content is location centric.  In the longer term, when we are all dashing about the globe again, this will not be wasted effort as your location is still an important part of your business make up. 

We also made sure our Social Media content and connections were inline with our local targeting. If you are selling local video production services, you want to make sure any search engine results include you when the term “near me” is typed in by a user (a very common thing users type into Google… “XYZ near me”).  Google My Business settings, the Facebook and LinkedIn Groups you belong to etc all should reflect your local ambitions and interests.

Local Video Production Show and tell

We then needed a piece of marketing collateral to hang our ‘local video production’ message on and the only logical medium we could use was a short video entitled ‘Local films for local firms’.  We had to put our money where our mouth was, and it was less than 24-hrs after releasing this through Facebook, LinkedIn, YouTube, and Twitter that we had three strong enquiries. 

At the time of writing this blog two of those enquiries have been converted into completed films (turned around in a week).  The first was for a local retailer, and the second a local structured cabling company (see two videos below).  The third (a prospectus for a local school) starts in production at the beginning of July.

And this success has not stopped there.  We are now talking to a further three companies about their local video production requirements. 

Your turn to look more closely at Local Video Production

If your business is local to Loughton – or anywhere within Epping Forest and the surrounding areas – and want to explore ways we can help you to raise your profile through video, please get in touch.  We are sure we can introduce ideas into your marketing that will help you do more business locally too.  See our showreel here.

Please contact Kevin Cook on 020 3602 3356 – or email kevin@video-artisan.com

Key benefits to doing business locally

1 – Supporting local business helps the local economy, creating healthier financial surroundings for your own business to trade in.  What goes round, comes round!

2 – Supporting local business means less travel pollution and is kinder to the environment. Full stop!

3 – Local businesses will understand many of your business challenges more intimately.

4 – Local businesses form networks with other local businesses are more likely to trade with their connections. Get yourself connected too!

5 – Working with local businesses promotes and develops business intelligence for future employment.

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Video Artisan – more than just Marketing Films

SliceStoppa marketing films title
Its not just marketing films now from Video Artisan

SliceStoppa box design
SliceStoppa box design

We’ve recently launched a series of short marketing films produced for SliceStoppa – but this project extended way beyond our usual sphere of film and video production. SliceStoppa’s Managing Director, Ian Joyce and fellow product designer, Gary Cant, approached us whilst the product was still in the design stage and engaged us to create the SliceStoppa logo, packaging, business stationery, photography and, in association with my colleague, Martin Baker, the company’s eCommerce website.

Like many companies, SliceStoppa knew that marketing films would play a vitally important role in getting their amazing golf training aid to market. Not only do marketing films lend themselves perfectly to demonstrating the unique selling features of products like SliceStoppa, but they also play a vital role in search engine optimisation. Producing a series of marketing films was therefore uppermost in their minds from day one. Furthermore, apart from direct sales from their own website (www.SliceStoppa.co.uk) the company also knew that wholesalers and retailers of their product would demand marketing films to include on their own websites.

Whilst Video Artisan regularly creates graphics and animated logo sequences for marketing films, this is the first time that we have been commissioned to design an original logo and branding for a business from scratch. The benefit of this was that we could design a logo that would work equally well on paper, online and on video from the outset. The benefit for SliceStoppa was that they could work with one local agency and know that there wouldn’t be any conflicts between differing agencies or design objectives.

SliceStoppa explained

SliceStoppa is a golf training aid that helps golfers to develop the perfect golf swing and approach to the golf ball. It can also be used for a number of other training drills to help with chipping, putting and removing leg slide on the downward swing. It can be used equally well on the driving range, practice tee, golf course or at home – and is suited to both left and right-handed golfers.

SliceStoppa in use
SliceStoppa – stills taken from marketing films

SliceStoppa is compact, impact resistant and incredibly easy to set up and use. Within minutes of introducing SliceStoppa to your regular golf practice you’ll see a vast improvement in your golf swing and will start hitting your golf ball further and straighter. It is available now direct from the SliceStoppa website at only £29.99.

The three SliceStoppa marketing films

The three marketing films were produced primarily for delivery from SliceStoppa’s website and are hosted on their YouTube channel (and also Video Artisan’s Vimeo channel). These consist of a general introduction to SliceStoppa, a short ‘teaser’ promo and a short film that explains what a golf slice is and how SliceStoppa helps golfers remove slicing and hooking from their game.

Introducing SliceStoppa

What is a Slice?

SliceStoppa Teaser

These marketing films were shot at three locations, including Topgolf at Chigwell, Ilford Golf Club and also outside the Video Artisan studio here in Loughton, Essex. Filming took around two days to complete and around three days to edit. Apart from one Action Camera shot on the teaser film, all material was shot using a Canon 5D DSLR. This is also the first instance where we have voiced the video ourselves too – but not until after the client had auditioned a number of voiceover artists.

Further Marketing Films

Within a week of being launched the initial interest in the product has been excellent and it has already been taken up by Groupon where it is selling really well. The website has also attracted interest from other golf retailers, golf professional and other specialist retailers. Once product sales increase SliceStoppa have plans to produce further marketing films to demonstrate the additional drills which the product can be used for.

If you have new or existing products that could benefit from marketing films, or you would like to hear about our complete marketing services, please do not hesitate to contact us.Facebooktwitterredditpinterestlinkedinmail