If you're that person in the office fighting for video marketing, then everyone should be listening to you. But if you constantly get "No one watches that stuff..." (oh yes, they do) and "I don't know if it's worth it..." (oh, but it is) in reply, allow me to make your job a little bit easier. Here are some of the most convincing reasons, complete with data backed by studies and other science, why your organization needs video marketing.Read More
A group of nature-loving friends from outside NYC had a pretty amazing idea: create a subscription-based rental service for outdoor gear to make it easier for people to enjoy the outdoors. They knew they were on to something great, so they formed a start up, The Outdoor Exchange, and planned to launch a crowd funding campaign through Indiegogo. But to do that, they needed a great crowd funding video to go with it.
They contacted Motus Video Design and we sent them the "JIM" concept right away, which they loved. Over the next week, we storyboarded four different videos targeting different customer markets - single 20/30 somethings, families, deal seekers, investors, etc., and filmed everything in one (very rainy) day up in New Jersey.
The first video, "JIM" (played by one of the founders), appeals to the typical single guy in his 20s who fancies himself a thrill-seeking, Outdoor Adventure Man, but doesn't have the money to buy, or space to store, outdoor gear. The OX, as it is affectionately called, would solve Jim's problems. We took a modern approach to the 1950s public service announcement style for this video - over acting and thumbs up included.
We can break down this video into 5 parts:
1) Establish the Character - Who is this guy/gal we're watching?
2) Establish his/her Challenges - What are his/her problems?
3) Product Rescue - How does this product solve his/her problems?
4) The Results - How did life improve after he/she used the product?
5) The Information - How can you, the viewer, get in on this too?
Once you have these components nailed down, the best places for comedy or entertaining scenes begin to reveal themselves. The comedy will often naturally come in when showing the challenges, because we all know how hilarious it is to watch someone try to do something and epically fail. :) We had a good time shooting what came to be known as "the shower scene" ("Jim" had a bathing suit on - control yourself) and trying to fit a 3 man kayak into a small bathroom to show Jim's lack of storage. The other obvious spot for entertaining scenes is in the results. Depending on who your character is, you can have a lot of fun showing how unbelievably great this person's life is now that he/she has this product - and also show how they still run into other unrelated challenges because that's just who they are (which is what we went for with the double meaning of "adventures" and showing Jim running away from a skunk). People have flaws, so your character should too. Make him or her relatable.
The company's crowd funding campaign reached 25% fulfillment just 3 days after the launch, so we're sure you'll be hearing more about The Outdoor Exchange. More videos to come! Check out their Indiegogo page to see their progress: indiegogo.com/projects/the-outdoor-exchange-never-buy-outdoor-gear-again-spend-less-do-more#home
Video marketing is like swimming: some are too afraid of the water to try, and some just dive right in and hope they float. Diving in without any planning (or swimmies) is a big risk, but being intimidated leaves you missing out on the fun. So if your organization is thinking about taking the plunge into the video marketing waters, don't be afraid, just be prepared. Have the answers to these 5 questions nailed down before setting out to make a splash.
1) WHO IS OUR TARGET AUDIENCE?
You have probably asked this question a million times before for other efforts and usually come to the same answer, but that may not be the case when you're talking about online video content. For example, maybe your product or service is for the elderly. Are the majority of your online viewers going to be from that 70+ demographic? Unlikely. But what about their adult children and/or those who provide other complimentary services for the elderly? If so, you now have a whole new audience who needs a different messaging strategy and different information than those you were targeting before. You may find that your video audience is exactly same, or perhaps even larger, but it's important to ask this question and make sure you have the answer before you begin developing video content.
2) IS OUR MESSAGE ABLE TO BE CONVEYED VISUALLY?
This is a tough one. Creativity and thinking outside the box really come into play here. For some products and services, visual media is the obvious choice and you instantly know what you'll show. But for others, how to take your value or mission to the screen won't be as simple. Take time to brainstorm and write down the visual aspects of your organization and quick "one liners" about what it does or what it offers. What are the images that come to mind when you think of your company? How do you describe your organization when you tell friends and family what you do? Is there an analogy that is frequently used? What are the common misconceptions surrounding your organization and can they be dispelled or clarified visually? If you're stuck or feel you're too close to the issue, reach out for an outside opinion.
3) WHAT DO WE WANT TO ACCOMPLISH?
It's great that you want your organization to have online video content, but if the reason is only "because everyone else is doing it," you won't get the most out of your efforts. As with most things, it's important to go into it knowing what you want out of it. What are the things that you haven't been getting through traditional ads (online or print), media mentions, digital outreach, etc? Are you looking to get an emotional response that can translate into donations or engagement? Or are you hoping to go viral with something really entertaining or unique? Or both? Do you want a simple and short way to communicate who you are and what you do in an easily digestible format? Or do you just want increased traffic to your website? Whatever the answer is, it will drive your video content planning and set expectations for the eventual results.
4) HOW WILL WE TRACK AND MEASURE SUCCESS?
We all report to someone, and that someone will inevitably want a quantitative report on the impact and impressions from your video/s. The answer to this question will partly be determined by where your video will be (YouTube, Vimeo, website, newsletter, email outreach campaign, etc). Once you know your outlet/s, have a plan to track views and click-throughs (for example, to your homepage or donation page) for each outlet hosting your video. Set primary goals ahead of time (example: 300+ views in the first 7 days) that are reasonable and attainable and decide how you will go about pushing the video to make that happen - this is key! Then, keeping in mind your answer to Question #3, link those new goals to appropriate, larger organization goals (example: Increase average number of donations for the month of April). You can use Google Analytics, or a number of other tracking tools, to create a custom campaign for the video/s you launch to help manage this data and easily find the connections between video views and your organization's goals.
5) WHAT CAN WE AFFORD?
It's always a shame when someone has a fantastic idea, but when looked at more closely it would blow the budget. That's going to happen (a lot) when talking about your video content. But it's okay! Sometimes you can take those Hollywood ideas and break them down or change certain things to make them affordable options. For example, you want a helicopter view of your city as your opening shot. Yea...that's a bit pricey. Instead, how about finding a really tall office building or apartment building downtown and asking if you can do a 360 degree shot from their roof? Suddenly, you have your shot for the price of a question and a smile. Even if you don't have the budget for filming original content, you still have options. One of them is talking to us here at Motus Video Design. We specialize in taking the media you already have on hand and turning it into a professional and engaging video that helps you meet your goals and your budget (end of shameless plug...). When you set your budget early, you reduce the risk of crushing expectations later in the process and can spend more of your time focusing on doing the most with what you have. Constraints often inspire some amazing creativity.
It sounds like a lot, but you'll be happy you did the prep work. Having all of these answers figured out before talking to a video production company will save you time and money, as well as play a critical role in helping determine your next steps, and lessons learned, after your first video launch.
What do you do when you have an important message, but it's 45 minutes long? You get Motus Video Design. During the Chesapeake Climate Action Network's "Maryland Crossroads 2013" tour, director Mike Tidwell laid out the alarming case against Dominion Resources' $3.8 billion proposal to build a massive facility to liquefy and export fracked gas, right on the Chesapeake Bay, in Cove Point, Maryland. Tidwell doesn't just point out how the Cove Point proposal will harm the state and our planet, he takes things a step further by offering effective and economically beneficial plans for clean energy alternatives. The original powerful and fact-filled speech (which I was lucky enough to hear in person) was 45 minutes long, with an accompanying slide presentation. Motus Video Design took the recording of that 45 min speech and the slides and edited it down to a digestible, but still impactful, 8 minute piece of video content that could more easily hold the attention of an online audience and be shared via social media channels. With over 400 views in the first 3 weeks, this short video has become a critical part of CCAN's "Stop Cove Point" campaign and has even been shown to legislators to encourage them to get onboard with the campaign's efforts without taking up too much of their hard-to-get time. To learn more about this campaign, please go to StopCovePoint.org. To watch this video on CCAN's YouTube channel, visit http://www.youtube.com/watch?v=tjJ3e8Dpa08. To see the speech in its entirety, visit http://www.youtube.com/watch?v=EHsZQkfudgM.
My amazing grandmother turned 90 years old in 2011 and I made this video to be shown at her big party in Savannah, GA. She is creeping up on 93 now and is still the most active and involved person I know! She has been a professional stage actress all of her life, a published writer, and was an English teacher. She couldn't part with many of her acting photos long enough for me to scan them, unfortunately. Though she said her performance last fall was her final acting role, she is still directing plays! She is an amazing, open minded, intelligent woman and I want to be just like her - just hope I got those genes! <3
I also will do personal videos like this. Please contact me for more information!