Great Video Marketing

How to create great video marketing content

Once upon a time with Video Marketing

The rapid rise of Video Marketing has been good for Video Artisan – but this also presents its challenges. To create content for a truly-effective video marketing campaign it’s no longer sufficient just to create any old video. The novelty of video has, almost, worn off; the stakes have increased.

You’ve now got to be able to tell an amazing story in order to make your video marketing shine through. Thankfully, there’s an amazing story within any business or marketing task. Video Artisan’s role is to help you find it, wrap it in video and tell it.

A video marketing story worth telling

Quite often, finding the story is the biggest part of our challenge. But every now and then a commission comes through where there’s a really good story to tell and a client who knows that a video marketing film is the best way to tell it. The Chris Fletcher ‘Stretcher’ commission was an excellent example.

The purpose of this marketing video is to tell the story of former Royal Marine, Chris Fletcher – and how this Afghan/Iraq conflict veteran came about inventing an in-uniform stretcher system to help speed up casualty extraction and save lives. Its potential audience is wide and varied – and hopefully the film carries enough interest to captivate anyone. This includes those who are never likely to need to be extracted from a battle zone. Whilst the roots of the system are in the military field, it could be just as beneficial to those involved in any kind of rescue or emergency service.

But more importantly this marketing video’s role is to help Chris, and his investor, Jon Hunter, to tell a consistent and compelling story when presenting the system to those who are likely to adopt it.  This could be during a formal presentation or simply shared online.

A timely story

One of the challenges, especially for online video, is to compact your video marketing story into the shortest possible time. But sometimes you need to break through that magic 120-second time limit (the maximum duration Google advise for video marketing). At 5 ½ minutes the film is probably too long to be called an ‘Elevator Pitch’.  It’s actually better described as a ‘Pilot’. It sets the scene and tells their story so far, but there’s much more to come from Chris and Jon and they plan to use video marketing to tell the ongoing story too. Keep an eye on it!

The cover price of Video Marketing

Video marketing needn’t be an expensive option. This film took just four days to produce – including setting up a very basic website for the video to sit on. You’ll be able to workout the rough costs for this kind of commission by looking at our Rate Card.

If you’re ready to tell your video marketing story now – please get it touch for a no-obligation consultation and discover how little you might need to invest. Call +44 (0) 20 3602 3356 or email kevin@video-artisan.com

Facebooktwitterredditpinterestlinkedinmail

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.

Facebooktwitterredditpinterestlinkedinmail

AKM Music – Video Tutorial #02

Video tutorial number 2
Guidance on producing a video tutorial series

I completed the second video tutorial for AKM Music last week – this time on how to find the right piece of royalty free music for your films from their extensive library.

Producing a video tutorial

Commissioning a video tutorial is a great way to spread the word about your products and services – as well as supporting your existing client base. They don’t have to be complex or lengthy. In fact, the shorter the better as the YouTube generation’s attention span is becoming shorter and shorter!

Whilst the temptation is to produce an in-depth and lengthy video tutorial covering advanced techniques and processes, you should always start by covering the basics. Beginners video tutorials are far more valuable in getting your customers hooked into your brand and products from an early stage. Breaking your process down to small junks not only makes it easier to produce, but it also makes it easier for your audience to follow. Advanced users will also have a need for a video tutorial, but they are more likely to already be established customers.

Serialising your video tutorials will also help build an audience – and will give you a regular excuse for reaching out to customers with some good news. Trickle feeding a video tutorial series will also help with your search engine optimisation efforts as each video released will be indexed on search engines separately. There’s nothing search engines like more than indexing regular and relevant content – and feeding that out to a video-hungry audience.

Should I produce a DIY or a Commissioned Video Tutorial?

Whether you produce a video tutorial series in-house or commission a professional video production company to produce them for you will generally depend on three things.

Firstly, does it matter if the end result looks home-spun or polished? The answer to this will greatly depend on your brand identity and the market you are serving. If you are a premium brand, offering a premium product, then a cheap looking tutorial video is not going to give the right impression.

The second thing to consider is your return on investment. If produced correctly, how much additional revenue could a video tutorial series generate for you? This isn’t the easiest of questions to answer, but if your product or service has a substantial retail value and profit margin then it might not take many additional sales in order to pay for the production of each video tutorial. Likewise if your product or service is high volume.

The final consideration is how much value you place on your own time, or those within your organisation who would be assigned the responsibility to produce your video tutorial? Whilst the process of creating a video tutorial can be fun and creatively rewarding, the main benefit of using a professional video production company is that they should be able to do it quickly and with less drain on your resources. This is not to mention negating the need to invest in the filming and editing equipment needed to turn out a professional looking video tutorial.

If you’ve not joined the many organisations sold on the value or commissioning a video tutorial series then now’s the time. Please contact us today for a no-obligation consultation on 020 3602 3356.

Facebooktwitterredditpinterestlinkedinmail

Video Tutorials – the benefits

video tutorials title
Why should you consider commissioning video tutorials?

This week we’ve launched the first of a series of video tutorials for AKM Music – the UK’s leading producer of royalty free music for use within video and multimedia productions. These short video tutorials give guidance to newbie video producers and videographers looking to make the most of AKM Music’s vast library of royalty free music (AKA copyright-free music). The aim is to release one of these video tutorials each month, covering the technical and creative aspects of auditioning, editing and mastering the music score for video productions.

The subject is very close to home for us being regular users of AKM Music’s excellent repertoire. We also regularly review new albums for them for this blog and other print publications, so I guess producing the video tutorials was a natural progression for us.

The benefits of video tutorials

Producing video tutorials benefits all the stakeholders. The consumer benefits because video is simply the best medium in which to absorb and understand the processes being explained. Printed instructions and websites are fine, but nothing comes close to watching someone demonstrate a process on screen. Viewers can pause and repeat video tutorials as many times as they like, leaving very little to misinterpretation. Video can also be delivered easily over the internet to any viewing device – be that mobile, tablet, PC or large screen displays – and downloaded locally for playback and reference at a later date.

The commissioning company can also benefit hugely from producing video tutorials. They help build customer loyalty by adding to the customer experience of buying their product or service. Apart from educating end users and customers, video tutorials also help those within an organisation understand the products better and, probably more importantly, the customers who are buying them.

But, above all, populating your website with relevant and valuable video tutorials will help with your search engine optimisation and engage your website visitors more effectively. The longer someone spends on your website the more likely they are to identify with your brand, trust your advice and buy from you. Video tutorials are also perfect material to share via your social media channels and, if your audience sees the value too, they’ll also happily share them with others with the same interests.

If you have a product or service that could benefit from having video tutorials produced about their construction, use or maintenance – please get in touch and we can talk you through the process, costs and then develop an implementation plan to help you start benefiting from them too. Call 020 3602 3356.

Note: Type in ‘copyright-free music’ into the search box at the head of this website to see a range of reviews we’ve published on AKM Music albums.

Facebooktwitterredditpinterestlinkedinmail

Commissioning a Product Launch Video

Product Launch Video title
A quick guide to the benefits of creating a product launch video

If you’ve got something to say… say it with video! This is especially true when it comes to launching new products. As video gains more and more traction as the preferred means of absorbing information over the internet, a product launch video has become the favourite communication tool for many manufacturers and marketing professionals. And it’s not just ideal for manufacturers – but also services industries, hospitality-based businesses and all manner of professional service providers. If your offering is all shiny and new then you’ll want to show it off in the best possible way.

What’s so great about a product launch video?

The overriding benefit of product launch video is that it can communicate your message, your brand identity and the key selling points of your product or service in a few minutes or less. Your client’s attention span is becoming shorter and shorter, and with so much information available to them online they are always looking for the shortest possible way to make their purchasing decisions. They say a picture can tell a thousand words, well video has at least 25 pictures every second!

A product launch video has many more advantages though. Another significant one is that video now plays a major part in search engine optimisation. If your website doesn’t include video content then it is going to rank lower than one that does. There are also some very neat tools on platforms such as YouTube that will help your product launch video to get seen – and by the right people. These include the addition of audience-pulling metadata, product and customer-focussed tags, geographical information, subtitling and embedded links. Video has become a whole lot cleverer these days, making it the perfect platform for spreading news about your new products and services.

Tom Pellereau
Tom Pellereau – a big advocate of the product launch video

Sharing and syndicating video content has also become very popular. Social media platforms have responded to this and offer various ways to help distribute a product launch video and facilitate onward sharing by users with similar likes and interests. Whilst YouTube and Vimeo are brilliant places to start sharing your content, the likes of Facebook offer additional free and paid-for promotional tools to get your video out to those who are likely to want to see it.

Apart from your own use of your product launch video, your distributors and resellers will also appreciate the benefits of this powerful promotional aid. They too will be able to share the video via their website and through their social media platforms – ensuring your product launch video reaches the furthest corners of the market. And it doesn’t have to be limited to online delivery as Blu-ray and DVD distribution, or large-screen playback at events or exhibitions, are still great ways of getting your message out.

Planning and costing your product launch video

When you launch a new product you have a very small window of opportunity to spread the news – whilst it’s still news! The time it takes to create a product launch video can be extremely short but it is better to plan this into your initial marketing activity and leave plenty of time for your video production company to come up with the best possible creative ideas on how to get your story told.

Every video production company prefers their clients to come to them with clearly defined aim and an approximate budget for achieving it. This way the video production company can limit or expand their ideas in order to provide a treatment which ticks all of your boxes. There is no useful answer a video production company can give to the question, “how much will a product launch video cost?”. Without knowing what’s involved they simply will not know the answer. So, as soon as you’ve think that a product launch video might be right for you, get in touch so you can talk through your aims and objectives in detail.

If you’re in that place now, please give us a call on 020 3602 3356.

Notes: Read the story behind the Nipper Clipper product launch video here.

Facebooktwitterredditpinterestlinkedinmail