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Archive for the ‘Marketing’ Category

Video Marketing- Create and Optimize Video Content for YouTube

Monday, April 24th, 2017

Video marketing must be constant to be successful

Regardless of your business model, you always have room for more customers. Video Marketing is the most cost effective method to earn the attention of potential customers. Video marketing is not a part time activity and needs to remain constant for any business. Creating professional, informative and entertaining video content for YouTube is a very effective marketing technique. You have probably heard the saying ‘content is king’?

After producing thousands of video productions, Primeau Productions knows firsthand how to successfully create content for YouTube. YouTube video content is necessary to compete in today’s marketplace because your prospects and customers turn to YouTube for solutions. After all, YouTube is the largest search engine in the world!

Where do I begin?

One of the activities at Primeau Productions is that we help our customers design, identify, develop and execute a video production strategy that will earn them more prospects and eventually customers. We are a one stop shop for businesses that want help harnessing the power of video on YouTube.

To further exemplify the power of video on YouTube, we have a firsthand success story. A friend and client of Primeau Productions, Chip Eichelberger, recorded 30 two to three minute videos at Primeau Productions studios in Rochester Hills, Michigan. He used previously written blog posts as the starting point for the video scripts. We helped him re-work the scripts into short powerful messages for video.

We loaded the scripts into our teleprompter and completed the video recording process in a day and a half. We used two cameras to record, which helped streamline the editing process. Plus, that second camera gave us another shot to help the video’s energy. Statistics from Tubemogul reveal ‘your video may be 2 minutes in length, but made up of 8 different shots averaging 15 seconds each. I would recommend experimenting with different shot lengths to help keep your audience interested’.

We helped direct Chip’s delivery style by coaching him during the video recording process. We told him when to stop and when to try another take. Having a director and producer present during the video recording process is very important. We make sure you look good, tell you if you flubbed a word or made a mistake and help you with pacing and articulation.

The editing process

Once we identify the keeper takes, we load all digital video recordings into the editing computer. We perform any color correction or visual treatments as necessary. Primeau Productions licenses images, designs and executes motion graphics, adds music (music is like ambience). Those components, as well as Chip on camera, are design components. These components keep the video moving and the viewer engaged more effectively as opposed to having Chip on camera the whole time. This production value makes the videos more captivating. When your videos are captivating viewers will share them on social media more often. This is how you build your audience.

The final product

Here are three of our favorite YouTube marketing videos Primeau Productions produced for Chip Eichelberger. The video titled ‘How to Travel Smart: Healthy Travel Tips’ earned Chip a direct booking (sale) within 6 months after posting it.

  1. https://www.youtube.com/watch?v=d4KSKtymZWM&t=14s
  2. https://www.youtube.com/watch?v=MGpm_Ib1eX0
  3. https://www.youtube.com/watch?v=4-MoWz8sEQM

The real interesting thing is that these three videos are not directly related to Chip’s speaking topics. However, since his brand is ‘Get Switched On’ these videos fit well under that umbrella. When viewing these videos, you will see the motion graphics and images we added, as well as music that elevates the overall look and feel of the videos.

We post produced one video each month instead of post producing all 30 at once. These videos were then uploaded to YouTube and optimized with the proper title and description, as well as key words.  Chip embedded each video into his email newsletter (outbound email marketing). He also enjoyed the benefits of inbound marketing from YouTube from people looking for solutions.

Review your statistics, what is working and what is not working?

We have scientific data from YouTube analytics that show good numbers on impressions, views and comments posted. Can you do this?

Here are some of the reasons these videos did well and generated leads.

  1. The content was good and had eye appeal. Creating a video of you in your office on your tablet or laptop is mediocre and lacks sizzle. Create your message using content of interest and be creative.
  2. The videos were professionally produced. I know you probably have a desk top video publishing system but professionals have experience with creativity and success. In Chip’s case, adding the stinger up front, along with music and stock images, raised the bar and communicated perceived value.
  3. They were titled according to research performed. The descriptions were used to develop credibility with the search engines.
  4. The videos were properly posted and shared. Once the content is created, your team and followers need to be notified. If you share and nobody else shares, then the content is not as good as you think it is.

Think of ways that you can use previously published content of interest in professionally produced videos positioned on YouTube. All businesses have the ability to use content and expertise in a way that gets audiences’ attention and motivates them to view and share. If you believe you have content that can be presented or positioned in a YouTube video campaign, give us a call to discuss the process from concept to completion, as well as help you identify your content worthy of transforming into video.

Video Marketing-The Importance of Audio for Video

Friday, July 8th, 2016

Video is sight and sound

Video Marketing campaigns can be technologically complicated. Some businesses try to go it alone to save money. What eventually happens is they save money on their video production and lose time! Time is money and wasting time will not help your business grow. Our goal in this post is to help you better understand some of our perspectives and solutions on video marketing and the importance of audio for video.

Tools for better audio

Audio is complicated because it involves technology. We believe it’s not so complicated when properly planned and executed. Think about it this way next time you watch your favorite movie, television series or YouTube video. You most likely do not think about the technology or components and mechanics of the audio for video. You watch and experience the whole video production. You are either consumed with it or click onto the next viewing option. This is an extremely important focus in video marketing. The role of audio for video can best be understood when you hear a poor audio track. Videos with poor audio and high educational and entertainment value lack impact. In the post production lab, there are great tools available like iZotope RX , Adobe Audition and Pro Tools are readily available to create the supporting audio for the video experience.

Visualize the audio as well as the video

When we produce television commercials, explainer videos and professional speaker demo videos, Primeau Productions creates and visualizes the role of the audio during the creative process. As a member of Production Hub Primeau Productions is a part of the Detroit Video Production community which constantly expands and contracts. After 34 years, we have seen Detroit Video Production companies come and go. Our theory is the become complacent and unresponsive to their client needs. They lose focus on the importance of audio for video and cheep out on that portion of the creative. We stay on the bleeding edge of technology and creativity when visualizing and designing our audio for video.

Real world examples and suggestions

For example, Take professional speaker demo videos. These are videos professional speakers use to get attention to their presentation. One of the biggest problems we face when using live video recordings for video marketing is capturing the reaction sight and sound of the audience. Audience reaction, like laughter and applause, is important to video footage that will be used for marketing.  These human sounds help the viewer experience the presentation. When a prospect hears the laughter and applause in a professional speaker demo video, it adds energy. It is much more convincing than a demo video with a low volume audience reaction.

Being able to hear the audience reaction is very important for marketing purposes. Many speakers who allow filming their presentations insist on keeping the audience faces out of the video. Some companies have a policy in place to avoid potential grievances. There is a solution!

In recent months, the pricing of digital audio recorders has gone down and the quality has gone up. This observation gave me an idea. Use a portable digital audio recorder to capture the sound of the audience. This can be added to the video and improve the audio experience.

Recording the audience remotely

This Tascam DR-05 Portable Handheld Digital Audio Recorder sells for about $80.00 and records in stereo.

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Below, this Zoom H1 Ultra-Portable Digital Audio Recorder is also a great recorder and sells for about $100.00.

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My recommendation is to place this recorder on the front of the stage or in the audience and record your keynote presentation. Because the recorder is very close to the audience, it will predominately pick up the sounds of the audience reaction. It will also record your keynote presentation from the PA speakers allowing us to sync both recordings and mix the audience audio. The goal is to layer this recording onto your video recording to have an enhanced audio track. The volume can be adjusted according to your preferences.

Plus, once you own the recorder, you can use it to create audio product as both of these recorders have external microphone jacks. Purchase an additional lavalier microphone and place the recorder in your pocket when you speak to record your presentation.

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Conclusion

Competition is heating up and businesses need to up their game when it comes to video marketing and understand the role of audio for video. In the professional speaking industry, prospects have expectations when deciding on the professional speaker for their next event. This is one easy to understand example of the role of audio for video. The suggestions and solutions in this post have helped you to understand audio for video is as important and contributes to the overall experience.

 

Seven Ways to Know if Video is Right for your Business

Thursday, May 5th, 2016

handycam-1540095 (1)At Primeau Productions, we create professionally produced video content for businesses, individuals and the government, so far. We often see businesses that operate conservatively and survive without using professionally produced video. By produced we refer to the model from concept to completion.

Then there are the businesses that take risk. They believe in their business and know what they want. They just don’t know how to get it or market their business. It is not easy to see yourself as others outside your organization see you. These ‘risk takers’ succeed far greater than those that are afraid to break out of their safe sustainable routines and don’t know what they want to be when they grow up.

Investing in professional professionally produced video by a professional video production company that has decades of experience is key. When you evaluate the cost of creating a welcome video, explainer video or sizzle reel for your business website, consider this: How much business do you need to generate in order to gain a return on that investment?

We speak to prospects for professional video marketing and production regularly. Some say that professional video is too expensive. Others shop around for less than professional production which is lower in cost but also low quality.

So, how do you know if a professionally produced video is right for your business?

If you answer yes to any of the following questions then you should call us to discuss producing professional video content for your website.

  1. Do any of your competitors have video on their website?

Since video adds a high perceived value to your overall marketing efforts, businesses that have video in their marketing mix usually are giants in                     their industry and market niche.

  • Are you losing business to your competition?

If your competition is using video in their marketing mix and you do not, chances are you are losing customers.

  • Could you use more business in general?

    If your business has decreased over the last few years, it is probably because of the technological changes in marketing on the Internet

  • Would you like your company to communicate to prospects 24|7?

Video does exactly that, it acts as a 24/7 automated sales machine.

  • Would video help explain the benefits of doing business with you?

Think of the ways you could use video to promote your business. Search engines like content that helps educate their users.

  • If you sell services, could the benefits of using your business be clearer to your prospects with a professionally produced video?

    This may come in the form of an explainer video.

  • If your video sells products, would video demonstrate your products better than pictures?

    If a picture is worth a thousand words than video is worth millions.

Businesses whose websites have professionally produced video enjoy an increase in traffic, inbound calls and higher conversion rates than websites without video. Video shows up in search results and is clicked on more often than just standard search results. Weigh the advantages of having professionally produced video on your website and determine if video is the right investment for your business.

Here are samples of three videos that were created and produced by Primeau Productions. Call 800-647-4281 to speak with a live person who will help answer your questions. Or email us at Primeau@PrimeauProductions.com.

Three Lessons Primeau Productions Learned from Professional Speaker Jolene Brown

Friday, March 11th, 2016

Jolene Brown

Introduction

We have owned and operated Primeau Productions since 1984. One thing has remained constant over the years. That is the lessons we learn from our clients during our working relationship. Jolene Brown is a professional speaker with a passion for the agriculture industry and family-owned business. With her sense of humor and big heart she leaves her audiences wanting more.

History

In December of 2015, Primeau Productions had the pleasure of filming professional speaker Jolene Brown in Grand Rapids, Michigan. Our goal was to record footage over a three day period and use it in her new professional speaker demo video and DVD Product Primeau Productions produced.

She delivered the opening keynote speech, award banquet speech and a three hour seminar, all customized for her audience, over a three day period.

During our time together Jolene taught us three unforgettable lessons. If you are looking to improve as a professional speaker and grow your business in 2016, read on.

Lesson One-Being a celebrity to your market sector will get you not only word of mouth referrals, but also a consulting business and product sales in addition to your speaking fee.

Chose a niche and market sector then go deep with your marketing. Some professional speakers try to be everything to everyone which does not work. When you sharpen your pencil and laser focus on a market sector or industry, you become the celebrity. Celebrities are looked up to for advise and guidance. Nothing feels better than helping someone while practicing your passion.  Think about how additional income through consulting and product sales will increase your bottom line and be a foundation for your exit strategy.

Lesson Two-Have a Formula and be Darn Good on the Platform

Be darn good on the platform; educate as well as entertain. There are lessons all audiences need to hear. Delivering serious information from the platform must be broken up and seasoned with entertainment like humor and stories. Jolene has mastered this formula. What can you do in your presentations to add entertainment value?

Lesson Three-Thank Your Sponsors In Person

Walk the exhibit floor and thank the sponsors just like Jolene Brown did while we were working together. Chances are that their collective monies are why the association or organization had the budget to bring you in to speak. Plus, it is great karma to meet these folks and thank them for their support. They are rarely appreciated by anyone, let alone a celebrity.

In order to be on the top of the charts for your market sector, it is important to think about new ways you can add value to your presentations. Then, make sure that value comes across in all of your marketing efforts.

Any questions about this post, please contact us 

The Future of the Video Experience: Part IV – Holograms

Wednesday, April 22nd, 2015

11201436955_fa3cfbdcbb_bWe all remember that incredible night at Coachella 2012, when a holographic version of the late Tupac Shakur came on stage with Dr. Dre and Snoop Dogg like Princess Leia out of R2-D2. This technology is a staple in science fiction and future technological projections. However, we’re closer than we might think to holographic technology. Though this seems novel from the perspective of a movie buff, the holograms could change the way we interact and communicate forever.

What is it?

Most of us know the mechanics of hologram technology from the movies and TV shows we see. The purpose of this technology is to 3D-project the figure of a person with accurate shape, size, and form in real-time. Think of R2-D2’s message from Leia in A New Hope. A transmission is sent from one location to another containing a message, or in some cases, broadcast in real time. Though this sounds like a load of science fiction, researchers are coming close to making this a reality.

What does it do?

The name of the game when it comes to hologram technology is “tele-immersion.” To put it simply, tele-immersion is a combination of the use of video and telephonic technology to create a full, real-time 3D transmission of a person’s figure and speech.

If you’ve ever used a service like Skype or FaceTime to communicate via video, you already know that there are delay issues, glitch outs, and restricted visibility overall. The goal of tele-immersion is to combine that technology with the real time factor of a telephone, along with real-time motion sensing, so that someone on a video call is never out of view, and the angle you stand at effects what you see on the other side.

As opposed to having a confined view from one angle dependent on the web-cam position, video calling would be more like looking through a physical window. When you look at someone through a window, as you move left and right and change your angle of perspective, you’re able to see other things in the room more clearly that would be out of sight if you were standing directly in front of it.

What could it do?

The biggest focus when it comes to holographic technology is it’s potential in video conferencing and video based communication. However, this isn’t just in the corporate world.

Here’s an example: let’s say you have a family member who lives far away or out of state, and though they want to come home for Thanksgiving to see their family, work restrictions around that date make it impossible for them to fly home. Instead of giving them a FaceTime call or phone call to greet them for the holiday, holographic technology would allow that family member (or, a 3D real-time representation of that family member) to sit at the table with you, communicate in real time, and interact with everyone with full immersion.

In the corporate world, this would excuse travelling expenses for employees. Once holographic technology is in the hands of the average consumer, an employee here in Rochester Hills, Michigan could interact with employees of that same corporation in a completely different continent. This could absolutely change the way we handle international business.

Where is it at in development?

As of now, there is a group of researchers known as the National Tele-Immersion Initiative, which works to bring this technology to its full potential. However, universities such as the University of Pennsylvania and the University of North Carolina are actively finding results in the world of tele-immersion. Though not enough progress has been made to make this a consumer-based product, research is being done on the topic of tele-immersion every day, so we might see our own holodecks sooner than we think.

Here’s one example of interactive hologram technology, courtesy of LM3Labs’ “AirStrike”.

photo credit: Eric Prydz @ Aragon, Chicago 11/29/2013 via photopin (license)

The Future of The Video Experience – Part III: 4k

Wednesday, April 15th, 2015

screenMany people strive for the best quality in their media. We see this in how people consume media today with 4k video. Think back: When was the last time you paused or refreshed a video on YouTube because it wouldn’t stream at full 1080p? What about the last time you chose to buy a ticket to the IMAX showing of a movie instead of a regular theater because you “just had to see it in IMAX?” We like our video to be high quality, and as long as that’s the case,
we’ll always strive to increase the quality of our media.

With that said, there are people pushing the boundaries of how high they can truly go in regards to quality. This is where 4k technology comes into play. Though we’ve reached this next step in video quality, how long will this technology be relevant? What could it do to change the industry?

First, let’s get down to the basics about 4k.

What is 4K?

To put it simply, 4k is a higher video quality than that of 1080p. The entire purpose of 4k is to utilize more pixels to create a higher quality image. Higher pixel count means more detail, which, in turn, creates a more vivid and clear image for the viewer. Netflix has a line of movies and other films now available and index-able by 4k.

What does it do?

In a nutshell, 4k is just defined as more pixels. To understand this, you need a relative understanding of how modern televisions work.

A pixel, as we’ve covered in recent blog posts, is a square image of light and color that works with others to create a full picture. In the past, we have described a pixel as one of the small photos that make up a collage. All of the smaller pictures work together to forge a bigger image. Television works the same way, at a much higher and faster rate.

A 1080p display means that there it is 1080 rows of pixels tall, and 1920 columns of pixels wide. With 4k, you’re talking 4,000 pixels wide, and 2160 tall. Let’s go back to the collage analogy. The more pictures you use to create the bigger image, the higher quality the bigger image will turn out. The same applies to broadcast and cable television. As opposed to 3,000 miniature pictures, you now have 6,160 images making up the bigger picture. That’s over double the pixels! You do not have to be a genius to notice the difference. If you do not notice the difference, just wait for 6k.

What could it do?

To say the least, 4k is around to stay, to be followed shortly by 6k.

This technology will be around for a long time. We can expect a major change in the way cinematography is approached in the future. Filmmakers are already shooting films in 4k. Many models of GoPros even have 4k capabilities. Even some cell phones, such as the Samsung Galaxy Note 3, are able to achieve 4k quality!

4k and higher technologies could change the way we approach cinematography. As more pixels result in a more lush and detailed image, and with our obsession with high quality media, it’s safe to say that 4k could easily become the new standard.

Where is it at in development?

4k is already commercially available. You can purchase a 4k TV at almost any electronics store or even online these days. You can even purchase cinema cameras now that go up to 5k and 6k, such as the Sony RED, but they come with a hefty price tag. Video quality technology will always be changing and developing, so who knows how high developers will go before we reach a new standard.

Example:

Below, you’ll find a comparison between footage taken in 4k compared to footage taken in full HD (or 1080p). Can you tell the difference?

Stay tuned for more from “The Future of the Video Experience,” right here at PrimeauProductions.com

Apple Feels The Guilt from “Songs of Innocence”

Monday, October 6th, 2014

9243849984_e55bc33e62Along with the announcement of the iPhone 6 came another announcement that Apple thought would excite its customers, when in fact, it did exactly the opposite.

Apple released the new U2 album, “Songs of Innocence,” for free to all iTunes and iPhone users.

In theory, this is a great idea! It’s a win-win situation for everyone involved! Apple wins by tacking its sales onto a profitable source of human entertainment. U2 wins because, well, money, and the consumers win because they get a new U2 album absolutely free of charge (not to mention legal, considering the pirating landscape of the Internet now).

Sounds great, right? Look at how well it turned out for Jay-Z and Samsung! The phone company partnered with businessman/rapper Shawn Carter, AKA Jay-Z, with the release of their Galaxy 6 phone. The deal basically stated that Samsung would offer one million Samsung users the opportunity to download the album for free to their Samsung smartphone.

This technique is similar to what Tom Petty recently took on with his new album, Hypnotic Eye, and it seemed to work really well for him! So what went wrong with U2 and Apple?

The key difference between this tactic and U2’s route can be defined in one word: offered.

In Tom Petty’s case, the consumer could choose to not opt in, as opposed to requiring you to opt out.  Apple’s big mistake with this project is that the sense of opting in was not an option. Holding an Apple account automatically opts you in to get the album. On a certain level, this is more of an issue of digital privacy than content of music (not to say that’s not a factor either, but I’ll get back to that later).

Digital privacy is a huge controversy. This action of offering a free album and giving it to all iTunes users made some users angry. You could argue that iTunes is Apple’s jurisdiction and they did nothing wrong. iTunes is completely run by Apple, and the iTunes store is their domain to do what they please with. However, the issue arises when Apple has the ability to modify the digital contents of your personal phone.

The notification within the phone indicated that you have the opportunity to download the album from your Cloud. Apple put the album in the user’s Cloud storage. However, with the controversy regarding privacy within the Cloud, including the leaking of naked photos from hacked celebrity iCloud accounts back in August, to the controversial security potential of Apple Pay, a breach of digital “privacy” like this only scares consumers more.

This issue flared up to the point that Apple has created a mini-site dedicated to removing the U2 album. iPhone users were calling Apple support nonstop trying to figure out how to get this U2 album off of their phone. Even though it was free to them, they didn’t want it.

This came as a surprise to Apple. With a technique so apt to go viral and the beautiful promotional videos that came along with it as TV advertising, they thought it would be a smash hit. Obviously, their theory did not correspond to their execution.

This begs the question: What about U2 made users so angry to have this free album on their phone? Why not just listen to it and move on? Had a more relevant or popular artist (Frank Ocean, for example, whose highly anticipated follow-up to his debut Channel Orange is expected this year) released a free album for us to enjoy, would users be so angry?

Over the past few years amongst social sites online, such as Reddit, a trend of hate has occurred amongst certain artists. This is the reason for Nickelback’s universal disdain on the internet. This is the reason why “The Big Bang Theory” is one of the most detested television shows shows amongst the social web. There’s a trend on the Internet to hate, and unfortunately, Bono is one of those targets.

Not to mention that a big demographic of iPhone users would not even be slightly familiar with U2 and other artists of that generation. The millennials aren’t learning about older forms of rock like they used to, and it’s a risky demographic decision considering the audience of iPhone users.

Fortunately, this does not harm Bono in any way. This album, regardless of what people think of it, will go platinum. Why? Let’s go back to Jay-Z. Jay’s album, Magna Carta Holy Grail, went platinum before it even came out. This is because to offer a free album to the 213,000+ that hold Samsung Galaxy phones, they’d have to buy well over the amount of copies it takes to go platinum. The same applies to U2. This album is platinum status regardless of the outrage.

There’s no definite reason this all happened. Maybe it’s due to privacy issues. Maybe they’re marketing to a generation who isn’t familiar enough with Bono to understand why his album is suddenly next to the new Pharrell album in their phone. I think the true issue is that no one asked for this. Having the album forced upon us like this is naturally going to cause opposition, and I personally think U2 was in the wrong place at the wrong time.

photo credit: In His World via photopin (license)

What Potato Salad Can Teach Us About Viral Marketing

Tuesday, July 15th, 2014

By: Brad Finegan

11191901735_21a3c8d20bKickstarter is a great way for startups to raise some quick cash and generate interest in their ideas. It’s a community of believers, where no new idea is too far out. And with the power of that community, any dream can be realized. But, as of last week, it’s been undeniably proven that literally anything can be accomplished with the right community.

Even making potato salad.

Don’t worry – your eyes are fine. You read right: a man put up a Kickstarter page in hopes of raising money to make, (wait for it), potato salad. The Kickstarter page, posted by Denison University grad Zack Brown, had a pledged goal of $10, just enough to buy all of the ingredients to make a good potato salad. Not surprisingly, he accomplished his goal. Surprisingly, the Kickstarter campaign still has 22 days left, and as of right now, he’s made over $44,000.

That’s right, $44,000. Enough to make over 4000 potato salads. Hell, you could probably buy a modest Idaho potato farm with $44,000! Either way, this kid made a lot of money trying to raise funds for something as basic and uninteresting as potato salad.

When I brought the idea of the blog post you’re now reading to Primeau Productions founder Ed Primeau (AKA, my boss), we were baffled. We both knew that there was some sort of lesson here; that this guy had to have some sort of golden key to viral marketing. After a short and mutually confusing discussion about this, Ed told me, “I like it. Go ahead and write it.”

So here I am, writing this blog post, and even now, as I’m sitting comfortably at my desk on this gorgeous day in July, brainstorming about what it is that this miraculous endeavor is trying to teach us, frankly, I’m finding myself at a loss. Maybe it’s a lesson in simplicity in marketing? Maybe the power of dry humor in advertising? Maybe the ability to tap into a clandestine network of … potato salad enthusiasts?

Whatever the lesson, the fact still remains: a guy got over 5,000 people to back his cause to create Potato Salad (something Brown admits he’s never even made before). What’s the secret? At the end of the day, I don’t think he had a secret. There was no extensive marketing scheme, there was no hilarious video to entertain you enough to donate a few bucks, and there was no true initiative at all for anyone to contribute to this, let alone contribute to its own viral tornado.

I think what content creators should really take away from this is: the Internet is a bottomless chasm of mystery and unpredictability. The combined power of the Internet community has done things that the general population wouldn’t have ever imagined, even if that’s contributing almost $50,000 to a hungry college grad trying to make some potato salad.

Companies can use as much data, statistics, and planning as they want to, but the truth of the situation is that viral marketing does not work in a straight line. No one can ever truly predict what will and will not go viral, and we should all just learn to accept that. Once we accept that the Internet is a living, breathing organism with a mind of it’s own, we can understand that anything (even something as simple as potato salad) can become a hit amongst thousands and change the history of the Internet forever.

Some might see the absurdity of this story as discouraging, but I personally find it inspiring. I think something this unanticipated, this inexplicable, proves that any of us have the opportunity to launch a successful viral marketing campaign. But that is not for us to decide. It’s up to the community.

photo credit: Francuska salata via photopin (license)

The War Between Your Content and Your Consumers

Monday, June 9th, 2014

3981669264_8c3bec3db4As a Video Content Creator What Do You Need To Know About Your Consumer’s Viewing Habits?

Until 2007, cable was king. No one was providing entertainment quite like cable did. But something happened that changed all of that and this something has an impact on your company marketing.

The Impact of Netflix on Internet Video Viewing

Netflix changed the way viewers interact with their content.  This didn’t only change how we digest television content, but how we digest any Internet video content. Successful companies know that as video content marketers, they should become aware of these new consumption habits, and learn how to apply them to our own Internet video marketing strategy.

Take for example, the successful network FX. FX has created some very successful shows like It’s Always Sunny in Philadelphia, American Horror Story, Wilfred and Louie. The programming of that station was a hit, and considering that every program they aired generally went to Netflix and other On Demand services, the network exponentially gained popularity over the past 5 years.

Now, FX is a station that generally comes with your standard cable package. Due to its accessibility and the resulting popularity, FX became one of the only stations left where viewers actually tuned into their shows at the time during which they aired.

 

Last year, FX announced that some of their programming would migrate to a new station, FXX. Part of the reason for this decision was that their more vulgar programming could be aired with less censoring, but that privilege came with a price. FXX does not come with your basic cable programming. It is extra.

Similar to HBO, consumers would have to pay extra to access this content. Since some of it was too raunchy to be aired on basic cable, they figured that having another network with less censoring would provide FX more opportunities for publicity and programming.

Unfortunately, our digital generation did not like the idea of paying more. Hell, we don’t even want to pay for cable anymore. Since then, It’s Always Sunny in Philadelphia’s ratings have dropped substantially. Prior to this change, It’s Always Sunny was one of the highest rated comedies in history, and going in to its 10th season with two more seasons confirmed, the show is on its way to being the longest running comedy in history. So why did the ratings drop so drastically?

Because no one was watching.

No one wants to pay for FXX. As a consumer, this programming is inaccessible because we don’t want to front the extra cash for programming. Though FXX had a great idea, its execution is flawed for this generation. Had FX done this back when HBO went premiere, they may have made millions. The fact of the matter is we don’t want to pay for more TV. We don’t even want to pay for the TV we have.

We’re becoming a part of a culture where we like to binge our media. We don’t want commercials; we don’t want to sit on a cliffhanger until next week. We want to sit and watch a show as if it were a movie; uninterrupted.

This, obviously, can be attributed to all the streaming technology available today. We have the ability to binge watch shows without ads for $7 a month and we want to do that more than anything.

Companies have many lessons to learn from this business model. As content marketers, you have valuable information to share that will help ease your prospect’s pain. Your prospective viewers want to binge consume your valuable information therefore you should make sure your potential viewers are able to do this.

Content is Still King

Companies possess a body of work; information that can be shared through Internet video programming for prospective viewers. Produce multiple videos for content on your company’s YouTube or Vimeo Channels. Create playlists so viewers can easily view the videos in their necessary progression. Keeping a consistent flow of video content will keep prospective viewers watching more frequently.

Along those same lines, content marketers should remember why so many viewers turned to Netflix: it’s cheap. Unless the consumer has some serious incentive to purchase something, they won’t. With Netflix, the incentive is endless streaming media.

For your online content, generally, free is your best price. Allow your prospect viewers to check out your content whenever they want with no restrictions.

Companies need to become content marketers and create video content on a regular basis. As video is becoming the most valuable source of content, companies who market it should always remain aware of their audience’s relationship with your information.  Content is king but consumption is important to opening the door on the sale.

photo credit: netflix via photopin (license)

The Video Experience: Experiential Product Marketing

Friday, May 9th, 2014

7581040322_323cd9836cWe’ve been discussing “The Video Experience,” whereas every piece of video content that you market online should create an experience for the viewer and the audience that you’re aiming for. This lesson not only applies to video, but can be applied to product marketing as well.

On Saturday, April 19th, an event was held that has become a holiday for music enthusiasts everywhere: Record Store Day.

Record Store Day is an event that takes place every spring at record shops across the globe. It’s purpose is to celebrate music culture, support local record shops, and, arguably most importantly, the importance of the physical music medium, especially vinyl records.

You might be thinking “Who still buys vinyl records?” The answer might surprise you. Sales on vinyl records are tallied every year during record store day weekend, and vinyl record sales in 2012 were higher than they’ve been in over 20 years. Even in the world of digital music we live in, vinyl records and their collectors have created a culture all their own over the past decade, not only due to collectors’ enthusiasm, but also due to the ever-expanding sampling culture of modern hip-hop and electronic beat music.

The resurgence of vinyl records is confusing to some, but if you take the time to really analyze why vinyl records have become so popular amongst music advocates, you’ll learn that a big portion has to do with experiential marketing.

I’ve been collecting vinyl for about 5 years now, and many ask me why. For me, and potentially many other collectors, purchasing records creates an experience for us.

I’ll set the scene: It’s Tuesday (the industry standard release day for music and other media). The latest record from one of my favorite artists has just been released, and I’m ecstatic to hear the new dynamics that the artist has explored in their most recent work. You’d think that my first action would be to find a digital version, either through iTunes, Amazon, or other digital music manufacturers, since this is the most efficient medium of hearing what I want to hear. For me, I’m thinking about when I can make it to my local record shop and pick up a copy.

Many would argue that this is wasted gas, wasted money on a dead medium, and overall, just worthless. Why would you want a vinyl copy when you can get the files at the click of a mouse? This is where the experiential side of things comes into play.

For me, buying a new record the day it is released is truly an experience.

You drive to your favorite local record shop (for me, UHF Records in Royal Oak!). You dig through the bins to find the new record, and once you find it, there’s a feeling of satisfaction no digital file can ever replicate.

You finish your transaction and anxiously await your return home to experience this new album. You get home, open the packaging, study the artwork and the design, and read through the production credits, lyric books, and any other included paperwork that may be included in the record. Then, you put the record on to hear for the first time.

There’s a special feeling you get when you listen to a brand new record. The full, warm quality of the analog transcription slowly grazed by a fresh needle. It’s a really special experience for music enthusiasts.

This is why vinyl records are still so special to so many people. Having a tangible, full canvas of a favorite record provides a sense of pride and joy that a digital file just can’t provide. This is why, I believe, vinyl records will stand the test of time.

Sure, you can get any album you want by means of digital download. Aside from nit-picky quality differences, the product of the album remains the same. It’s the experience of going to the record store, opening a new record, discovering it’s design and artwork, etc. that leads music enthusiasts to purchasing a physical copy of an album they love, as opposed to just having the files stored away on your computer.

This is a very clear example of experiential marketing. If vinyl records didn’t create the experience they do, everyone would be buying digital music. But the vinyl record industry is continuing to expand and evolve, and that shows how meaningful this medium of marketing a product can be, and how important experience truly is to the world of product marketing.

photo credit: IMG_5368 Speed tracker #vinyl #record #player #turntable via photopin (license)

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