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Archive for the ‘The Video Experience’ Category

The Video Experience: Part Five – Promotion

Friday, October 3rd, 2014

9389117488_3133407f4dEvery business should have a niche. Here at the Primeau companies, our niche is professional speaking and explainer videos. Our main business activities are video production and video marketing. Most likely your company also has a niche. It is our belief that businesses have to recognize their niche and position their strength and passion toward that niche.

If you are marketing your business to the world, which you should be, no matter how large or small your niche might be, you have to keep in mind the vast differences in the cultures and populations of the world. The differences in culture translate into the differences in interests.

Now, just because your niche corresponds to an audience doesn’t mean they’ll react. Audiences need to be engaged by content. Your content has to be attention grabbing, unique, and most of all, entertaining. This circles back with the concept that your video must be creative, which will attract more attention than a bland video.

If your video is recorded with a smart phone camera, with poor audio and shaky shots, unless it is brilliantly creative, no one is going to engage. The shaky shots can cause people to become too dizzy to continue, and your audio may cause viewers to search elsewhere for the professionalism they’re looking for. You must make sure your content is clean, crisp, and visually appealing for your audience. In other words, creative!

Above all, the information communicated must be valuable. If your audience does not find value in your content, they’ll never respond to it. It’s important to keep in mind what people can learn from your business, and to cater to that with your content. The Internet is a never ending universe of useful information, and most audiences won’t waste their time if there’s not value to be taken from it. Create content that is beneficial for those who want to learn more about your niche.

Social Media Promotion

Social media provides endless opportunities for promoting your body of work. Within the past few years, social media has become a crucial part of online marketing for any industry – music, film, video, and business. Its universal platform has pushed companies like Dollar Shave Club into the spotlight.

Each social media site has its own set of characteristics, and learning those characteristics can be a great way to strategize how to utilize social media. Let’s look at the 6 biggest social media networks.


Facebook:
Facebook can provide the biggest reach for your content. With over 500 million users on Facebook, this platform can help push your content to the widest possible audience. Not only that, but Facebook has great advertising services/opportunities that coincide with niche audiences.

YouTube: Although we mentioned YouTube in our last post, we figured it needs an honorable mention in this section as well. Aside from being the #2 search engine in the world beneath Google, YouTube is also one of the strongest social environments there is. With its vast community of commenters, subscribers and likers, YouTube is a great way to build a social following, especially when relying on video.

Twitter: The beauty and the beast of Twitter is it’s instantaneous nature. Its speedy nature requires content creators to remain consistent in posting and browsing/interacting, but also creates a platform for the most recent news and stories. The name of the game with Twitter is persistence. Building your business on Twitter may take more time, but its immediacy also allows for speedy notification of an urgent product, service, or promotion.

Instagram: Instagram’s success follows the logic of blog sites such as Tumblr and Pinterest: a picture is worth a thousand words. People would rather be visually stimulated than read, and that’s where Instagram shines. Not only are you able to upload photos, but Instagram allows content creators to upload 15 second video clips. This creates another channel for video sharing, but on a more social platform. Regardless, this is another opportunity for sharing your video content.

LinkedIn: LinkedIn provides a professional network for those in any niche. Above all, LinkedIn is for making professional connections, and finding clients who are looking for your services. Though this platform may not be the best for sharing content, that doesn’t mean it can’t. Just make sure your content can conform to the business-like, professional atmosphere that LinkedIn emphasizes.

Google+: Though Google+ is the underdog in the social media world, that doesn’t mean it lacks value. The real value of Google+ lies in what it can do for SEO authoring. Those who connect their blogs/content with Google+ have the ability to be shown as the author in Google Search Results. This lends credibility to those searching, as they’re able to take a look at your content and build some sense of trust with a real mind behind it. Though it’s a little behind in the race for the top, Google+ is a very valuable social tool that still has potential to take over the market (Facebook’s reputation wasn’t built overnight; many were stubborn to join after so many years with MySpace.)

There are plenty of social media sites that can offer a platform for promotion, and new ones pop up every day, so don’t limit yourself to just a few platforms. The success of the big six, four of which started independently, shows that the right platform at the right time can do wonders for a business of any kind. Keep your options open, but also remain conscious that each of these sites offers a new opportunity for your content to gain exposure. So learn the proper techniques behind using each particular social media site, and you’ll benefit in the end from your strategy.

If you’ve made it this far and read all five parts to this Video Experience blog series, congratulations! You’ve picked up the basics of what it takes to create a successful video and video marketing campaign!

We truly hope that this blog series was useful, and that you put this knowledge to good use when designing your video marketing campaign.

If you have any questions, feedback, concerns, or further interest in video production and video marketing, feel free to give us a call, drop us an email, tweet, or Facebook post, and we’d be happy to discuss anything you’d like to learn about video marketing beyond the content in this blog series. Our contact information can be found at the bottom of the page.

photo credit: Social Media v3 via photopin (license)

The Video Experience: Part Four – Publishing

Thursday, October 2nd, 2014

image1Now that you’ve produced your video and have a vision of what your video marketing strategy will be, what do you do next? There are so many options and strategies available for your video marketing campaigns. Primeau Productions begins by publishing video content on several different platforms, such as social media and article based marketing sites, as well as video-friendly websites.

There are plenty of sites that can offer a solid platform for Video Production. From the world’s second biggest search engine, YouTube, to social video sites such as Vine and Instagram.

For now, let’s focus on the big two: Vimeo and YouTube.

Vimeo and YouTube have been around for a while now. Both are great platforms for exposure, but there are advantages and disadvantages to each. Here are some evaluations between the two.

For more exposure and advertising, YouTube is your best bet. For embedding video content in blogs and web pages, post your video content on Vimeo.

The best way I’ve heard the comparison described is by setting. YouTube is like New York City; a huge sample of our entire population covered in advertisements, where an individual can get lost amongst the chaos and lights of Times Square.

Vimeo is more like a college town. It’s much smaller, the streets aren’t as busy, and it’s much easier to find what you’re looking for. It’s harder to get lost amongst the crowd because the community is supportive and appreciative of it’s artists. Making this decision is just a matter of understanding what you are looking for.

Homepage Video

One placement strategy for your video marketing campaign is to post your video on your company’s website. Placing video content on your website homepage makes it easy for prospects to understand your company very quickly which is much easier than reading a lot of text. Homepage video can be a great way to introduce people to your products or services. Many businesses utilize these videos at the top of their homepage so that people can have a proper understanding of the benefits of doing business with your company.

Here’s an example of a home page video produced by Primeau Productions for Filsorb:

Filsorb XP80 – Oil Purifying Reagent from Primeau Productions on Vimeo.

Another content idea for home page video is client testimonials. Testimonials inform your prospects what customers and clients have received and learned from your company.

The best testimonials are sincere, genuine and honest. If the message seems forced or staged, then the connection a testimonial can make with a potential client can be severed. People like seeing raw, human emotion. You want to capture sincere honesty and genuine words about what your company has done, because people will respond to that.

Here’s an example of a testimonial from Bob Danzig about working with Primeau Productions:

Bob Danzig Primeau Productions Testimonial from Primeau Productions on Vimeo.

There are plenty of places online to publish your content. With YouTube and Vimeo’s accessibility for embedding, these videos can be distributed to virtually any platform, including Tumblr, Facebook, Reddit, and other social sites. This allows you to spread your message practically anywhere on the Internet, which allows almost anyone to pick it up. This can lead to article based sites, such as digital newspaper publications or blog sites, picking up your content.

Similarly, the ability to upload video to specific social platforms is always expanding. Social image sites such as Vine and Instagram now allow users to upload video to their easy to use platforms. Facebook is allowing direct video upload now, as well. These opportunities offer even more exposure potential for spreading your message.

So during the publishing phase of your video marketing is where the video experience begins for your company. Prospects are looking for an experience when shopping for companies to do business with. By now, you should have a basic understanding of what we mean when we use the term ‘video experience’ and have some thoughts on how you can create that for your company. If you feel stuck or lost with ideas for video content and video marketing strategy, give us a call. We would be happy to help.

The Video Experience: Part Three – Your Body of Work

Wednesday, October 1st, 2014

6084906969_28848e6a89Determining what you will record can be a challenge. Primeau Productions likes to ask our clients about their “body of work.” Your Body of Work can be defined as the published and non published knowledge and experience you and your company have gleaned over the years and the various forms of content around those experiences. Content can be in the form of articles, journals, video, film, reports, white papers and any other documentation of industry experience.

Everyone and every business has a body of work. We have helped our clients identify their body of work and applied it to their business marketing strategies. For example, if a steel manufacturing company that was founded three generations ago has information about processing steel based on their experiences; that is a piece of their body of work. There are people out there who will be interested in learning what you have learned. This learning is communicated in a video because videos are easy to share and people like to easily learn from video.

If you are a printer and have a knowledge base of experience to share, this is a valuable body of work. Those experiences are valuable to people wanting to learn about printing. This experience translates very well into a video series and video marketing strategy. Prospective customers will be interested in reading and learning about your experiences which in turn gains you visibility. That content also adds value to your business and increases your friends and fan followers in social media.

Your business may have been interviewed in the news, published an anniversary magazine and have several internal communication newsletters. Gather this information and review content for a video series. You can also have it ready for your professional video production team to help you with the video production creative process.

During the creative process, we are able to identify marketing videos for your website and video marketing based on that body of work. For example, once the creative team begins to understand the steel business, we then help create a series of videos that will be useful to potential prospects and help you successfully grow your business.

The most successful companies in the world have taken their body of work and applied it to their business, creating video content and video marketing campaigns. The idea is to identify the things that make your company shine, and then develop a video marketing campaign that supports your strengths and expertise in your video productions.

For example, Primeau client Steve Rizzo spent the first 18 years of his professional career working to become a stand-up comic, and he was very successful at it. Rizzo had Eddie Murphy, Tim Allen and Drew Carey opening for his comedy shows.

Rizzo’s body of work revolves around laughter. He has said that even early on in life, making people laugh was what he wanted to do with his life. The joy and the feeling that he felt from hearing people laugh was the reason he did what he did, and it became his passion; his body of work developed from there.

Today, Steve Rizzo is still performing, but on a different platform. Rizzo used the experience he received in standup comedy to become a professional speaker.  He took the experience and strength he acquired from being a standup comic and applied it to a medium to teach people that laughter is the key to living a stress-reduced life.

Don’t Let The Laughter Fool You – Steve Rizzo – Video Resume from Primeau Productions on Vimeo.

Now, how can you identify your body of work and develop your Internet presence using video? What makes your company really stand out? What is the strongest part of your business that you feel people could benefit and learn from? Maybe it’s the friendly, supportive, and creative environment of your workplace. Maybe it’s a product or process that can help people live better lives. Maybe it’s a source of entertainment to help people wind down from their stressful lives. You want to showcase whatever it is about your company that you think will do the most good for the audience you hope consumes it.

photo credit: 2011-08-02-14-57-21_1000000920 via photopin (license)

The Video Experience: Part Two – Three Phases of Video Production

Tuesday, September 30th, 2014

7166002682_9a1054ea27Where do you start when creating a video? First and foremost, you’ll need something to talk about in your video.  In the last post, part one of this blog series, it was discussed that in order for your content to really stand out amongst the competition you’ll need to share something your business does better than anyone else. We believe every company does something better than their competitors. You have to identify what that is with your company. This will help your professional video production company create a successful video for you.

Write down all your ideas on a sheet of paper. There is something about the power of pen and paper that really helps the creative process.

Next, is there anyone on your team who has some acting background and would make a great spokesperson? We know from experience that people buy people. That is why you see companies like American Express with Tommy Lee Jones acting in their television commercials. If you decide to create what is called a ‘talking head’ video, you will need an on-camera spokesperson.

Years ago we consulted with a local Metro Detroit area window replacement company and advised retaining a local celebrity as its spokesperson. That person is still the face of that company and all their marketing and advertising video, which is growing every year.

Three Phases of Video Production

Pre-Production is the process of planning every step of your video production and beginning to think about your video marketing campaign. With the assistance of your professional video production company, begin by collaborating on a concept or creative design for your video and a strategy for the video marketing campaign.

The beginning portion of this blog post touched on some pre-production steps and activity to take when beginning your video production process. Conception and creativity are the focus of the pre-production phase of ‘The Video Experience’.

A script and/or storyboard will help you develop your creative design for your video or series of videos.

This aspect of pre-production seems to intimidate some. Time and time again, I have heard people approach storyboarding and scriptwriting with one of the following mindsets:

A. “I’m not a writer! I can’t write a script! Screenwriting takes years of experience I don’t have!”

OR

B. “I can’t draw! I’d never be able to create an accurate storyboard.”

It’s okay! This process is all about throwing creative ideas out on the table. Just because you’re not an experienced writer or an excellent artist doesn’t mean you can’t have creative ideas! A script/storyboard is as simple or as difficult as you perceive it. Try drafting out bullet points for messages you want to convey in your script. Utilize stick figures or basic shapes to convey your message on a storyboard. You don’t have to be an expert writer or visually artistic to accomplish this, you just have to be creative.

The key is to start with a creative core, and expand that idea as far as you can go. If you still don’t feel confident in your abilities, an established production company such as Primeau Productions can assist with making your creative ideas come to life. If you come up with some ideas, a creative team will be able to collaborate with you and get to the message that you’re trying to convey with your campaign.

The production phase is when you record video content for use in your video production. This involves video recording at your location, in studio, or at another location. This is also when you design the look and feel of your images and other graphics. By now you probably know what tools you need for successful video production.

Post-Production: This phase is all about editing, motion graphics, recording any narration or voice overs and mixing music into your video and audio post production. This is the phase where your creativity, content and conception all come together.

So, now that you have an understanding about the three phases of video production, start to think about how these phases apply to your business. Continue to develop your creative muscles and write down all your creative ideas. Give us a call if you have any questions about any aspect of production.

photo credit: Clapper via photopin (license)

The Video Experience: Part One – Three Ingredients of a Successful Video

Monday, September 29th, 2014

2381055837_f8b9ef79baSo what is ‘The Video Experience’?  It is a passive 24|7 vehicle for your prospects and customers to experience the essence of your business. Video is a tool to help your prospects and customers ‘feel’ your business. I believe feeling helps motivate people more than logic. When businesses can provide a feeling or experience for their prospects and customers, they increase their chances of earning their business. 

Video is one of the most valuable tools for Internet marketing. Thousands of businesses all over the world create video content to represent their company, and with the viral nature of today’s cyber culture, video is the most effective way to generate prospects.

We have noticed over the last 30 years in the video production business that the main reason companies do not create video or implement a video marketing campaign is that they simply don’t know where to begin. They either don’t understand the process or they don’t have a relationship with a professional video production company. They may also lack the creative vision necessary to design a video campaign to position their business online through video.

At Primeau Productions, we take our clients’ video marketing campaigns seriously. We know what it takes to promote your brand through video. We want to share some of that knowledge, because we truly believe in the power of creativity. Learning how to creatively convey your message is the single most important ingredient in a successful video. That is the purpose of this five part blog series: to help you understand where to begin with a video marketing campaign.

From time to time, with the help of my team, I create video of me speaking about some aspect of audio and video production.  I am about to record the second iteration of videos that reinforce our brand we like to call ‘The Three Ps of video marketing,’ Produce, Publish, and Promote. The Three Please help our clients begin to visualize the video marketing process. At Primeau Productions, we live by these three steps and guide our clients through each one, taking their businesses to heights that basic Internet marketing cannot accomplish.

Where to Begin?

It is a proven fact that video is the most powerful marketing tool available for businesses today. Video is the best method of sharing information about your company.  But how do you get started creating video content and creating a video marketing campaign?

Have you looked around on the Internet to learn what your competitors are doing with video? This can always be a helpful step. We advise our clients to review if or how their competitors are utilizing video before the creative process begins.

We suggest you think about creating video that helps your viewers solve a problem. Try to stay away from video that is self-serving and over the top, bragging about the success of your company. Rather, share useful information that will position your company as an expert in your field.

Three Ingredients in Successful Video

Professional video production companies who possess the three ingredients are worth their weight in gold. They charge accordingly for their services based on three components: creativity, equipment, and talent. The first and most important ingredient is creativity. Creativity is the invaluable ingredient responsible for the success of any video.

I polled my team regarding where they felt creativity came from. Some said that they have to be in a creative ‘mood.’ When you work with a professional production company like Primeau Productions, plan on 30 to 60 days production time to complete your video and marketing strategy. Creativity cannot be rushed.

My creative team also said that location can impact a creative flow. For example, some said that they get ideas in the shower. I suspect many of you reading this can relate. Personally, I believe that one of the controllable ingredients in creativity is to quiet your mind in order to let creative thoughts in.

My team will also use different websites to aid them in their creative process. Stumble Upon or Pinterest are great sites to generate ideas from.

Another comment was that creativity cannot be quantified. Simply put, creativity cannot be measured.

I feel that the following video makes a statement about creativity. It is very motivating and a great example of how creativity ‘works.’ This man started a business and is very creative in his designs and this video.

Ugmonk by Jeff Sheldon from Ugmonk on Vimeo.

The second ingredient of a successful video is modern equipment. Professional video production companies keep their equipment well maintained and up to date. It’s nearly impossible for amateur video content creators to keep up with the trends in video technology, nor for them to have the capital to invest in the equipment necessary to produce professional video.

There are cameras, lighting instruments, green screens, microphones, monitors, headphones, speakers and software programs that must be state-of-the-art in order to produce professional video.

For those that create video with their smart phone – there is no comparison between such a video and a professionally produced video.

Do not use your smart phone to create company video content. It will not help your company at all! What you could use your smart phone for would be client testimonials or brief video clips to use in conjunction with professionally recorded video content.

If you were to buy all the equipment you need to create professional video, then you have to learn how to operate it. Ask yourself this question, “Do we want to make money doing what we do best or do we want to get into the video production business?”

Let’s say you decide to get into the video production business and buy all the right gear to get started. You take the time to learn how to use that gear. What guarantee will you have that you will create a video that builds your fans and followers and eventually prospects? We have learned through 30 years of experience that it’s a good idea to bring in an outside company to help develop your video marketing content rather than do it yourself. An outside professional can identify strengths and benefits about your company that you may overlook.

As for the equipment that you decide to purchase, make sure that it is from a reputable company and that it has features that will benefit your business. Primeau Productions uses Canon DSLR cameras.

DSLR HD video cameras are sleek and portable, making them easy to transport for remote location video recording, as well as quick to set up for in-studio video recording.

Also, the relatively small size of the DSLR camera is much less intimidating to clients who may be a little camera shy. We find that many people confronted with a big camera feel uncomfortable and nervous. The DSLR’s diminutive design can really put your on-camera talent at ease.

However, the camera alone cannot make a shot look great during production. Each shot must be expertly lit using professional lighting instruments. You’ll never know what a modern DSLR camera can really do until you see it used with professional lighting. And lighting means more than illumination; surrounding the subject with bright lights is just as bad as no lighting at all. Key lights, fill lights, soft lights, back lights and spot lights are used to create a mood with light that complements your message and brings out the best features of the subject or products on camera.

An established video production company like Primeau Productions not only has all the equipment necessary to create professional quality video, we will also collaborate with you on a creative design for your video, as well as take you through the three phases of production that we have outlined as Produce, Publish and Promote.

The third ingredient in successful video is talent. Professional video production companies have people on their teams who are very talented. Talent is both learned and developed. Talented people have a passion for their work, and they work hard to build their creative muscles. Talented teams create amazing videos that generate interest and are viewed by a lot of people. Talent is not learned by gaining proficiency with video editing programs. Talent is developed after software programs are mastered. Talent comes from experience.

So where do you begin your video marketing campaign? Begin with a great video production strategy. Think about the ways you can flex your creativity muscles. Also, think about the one thing that differentiates your company from all the other companies considered to be your competitors.

Write down some ideas and then join us for part two of this five part blog series, ‘The Video Experience.’

photo credit: _GGB2017 via photopin (license)

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