The first time people look at any given ad, they don’t even see it

By Nigel TempleNo Comments
In 1885, Thomas Smith wrote a guide called Successful Advertising. He wrote: The first time people look at any given ad, they don't even see it. The second time, they don't notice it. The third time, they are aware that it is there. The fourth time, they have a fleeting sense that they've seen it somewhere before. The fifth time, they actually read the ad. The sixth time they thumb their nose at it. The seventh time, they start to get a little irritated with it. The eighth time, they start to think, "Here's that confounded ad again." The ninth time, they start to wonder if they're missing out on something. The tenth time, they ask their friends and neighbors if they've tried it. The eleventh time, they wonder how the company is paying for all these ads. The twelfth time, they start to think that it must be a good product. The thirteenth time, they start to feel the product has value. The fourteenth time, they start to remember wanting a product exactly like...
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Marketing video tips – part 6

By David StrelitzNo Comments
In this 6th and final part of marketing video tips, here are some general points to tidy up. Allow plenty of time for any video shoot you are involved in. Generally, it will take a lot longer to get things right and that’s before you start working with the things that move, AKA the talent. Horror stories abound where the super efficient PA to the CEO has graciously allocated 10 minutes to film a 5 minute piece, of which CEO has barely had sight of or it is being rewritten and not even ready for the tele-prompter or the talent insists they will do it on the fly... and then like a recent keynote political speech, their most important point gets forgotten. Agree any costs and specs to carry out all work to completion. Make sure you know what likely extras have not been agreed,  i.e. music licensing, stock footage and specialised animated graphics. This will upset many pros but if you...
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Marketing video tips part 5 – audio and graphics

By David StrelitzNo Comments
In this 5th part of marketing Video Tips, we will “listen” to our audio and “look” at our graphics. Audio. Good audio is so important. If you are making your own video don’t rely on just a camera microphone. For the simplest Pieces to Camera, even an inexpensive tie clip mic from Maplin etc will give better sound by being closer in proximity and will eliminate “boomy” sound. HOWEVER, there is always a however… pros will often use mics costing several hundred pounds to get the characteristics and extra audio quality required as well as having a selection of different types for different situations, so there will always be limitations as to what quality can be achieved for "thirty quid". For narrations / voiceovers a microphone (even a camera mic, placed 12-18 inches from the “voice” will sound so much better than being four feet away. Whatever audio you record, LISTEN to it with headphones and make sure it is not distorting....
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Marketing video tips 4 – appearance and locations

By David StrelitzNo Comments
We are now ready to shoot our video, so in this 4th part of the marketing Video Tips let’s look at appearance and locations. Appearance. If you are appearing in front of the camera, even if you are just doing a testimonial for another business, do think about your dress attire. From a technical viewpoint, do not wear check or polka dot shirts / blouses etc as the camera will produce moiré patterns. Appropriate clothing will vary depending on the content, trade, profession and just like going to meetings you can never get it totally right. Clean and smart, is mandatory, even if you are a car mechanic! From an aesthetic viewpoint, dare I say ...and I will anyway – hairy chests, ample cleavages and tattoos should not appear within a business orientated video, so keep them covered up...unless of course you are a hairy cleavage tattooist then I suppose it may be the way ahead! I have to just mention make-up. The...
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Marketing video tips – 3

By David Strelitz3 Comments
In this third part of a series of marketing video tips, let’s 'focus' on content and staying legal. Content can be your footage or still images, (professionally shot footage or images), library footage or images, (purchased, usually online from a stock library) or simply graphics and text. This maybe supplemented with some music and a voiceover. First off: stay legal. There are plenty of stock libraries to buy still images and video that you may need, i.e Shutterstock. You try before you buy with a watermarked version and then replace with a purchased high quality version when you are ready. 'Borrow' them from Google Images at your peril! Music licensing is a minefield of confusion best described as a total mess! You cannot simply use copyrighted music (except specific library music) legally without hideous expense not to mention dealing with MCPS and PRS. So NO, you cannot use anything you just fancy without at best risking your video being taken down from YouTube, Vimeo etc...
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Experiential marketing: the integrated approach

By The Events StructureNo Comments
Since the explosion of digital marketing, a universe of new possibilities have become available to 21st century businesses. The rise of innumerable new communication channels mean that getting the word out about your product or service has never been easier - and any company failing to utilise the array of new and innovative marketing tools at their disposable is quite simply missing out on new business. The marketing revolution is on the horizon and the future is in experiential marketing. The ‘Experience’ Factor Event marketing is by no means a new concept, but it’s certainly one that’s experienced a metamorphosis since the digital boom. The detached and impersonal practices associated with old-school marketing lack the engagement aspect of live events - where prospective customers and clients can get to know your brand and your product up close and personal. Live demonstrations, seminars and face-to-face networking are just some of experiential marketing’s many assets, bringing new and valuable dimensions to your marketing efforts. Traditional...
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Marketing video tips – script and presentation – Part 2

By David StrelitzNo Comments
Here is the second part of a series of marketing video tips, which deals with script and presentation. Whether this is a simple presentation to camera, or a full blown corporate video – don’t rely on what was on a brochure or flyer. It may be too wordy and may well be boring when spoken on camera or as a voiceover. Make it more conversational without being too informal, in order to engage with your viewer. Expand the ideas from the bullet points (mentioned in business video tips part 1) until you have something resembling a script and then refine it. Less is often more. On very rare occasions, I have made promos with no voiceover at all but only where the pictures are so powerful that they tell the story, reinforced by short informative captions. However that is not the norm. When you write the script, don’t forget to include a “call to action” at the end. As a minimum,...
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Marketing video tips – Part 1

By David StrelitzNo Comments
I was asked to put some marketing video tips together for The Marketing Compass. Requirements could range from a first web presence to updating or creating a corporate video, so with that in mind, here are the first two areas for consideration. Just because you shoot a mean holiday video doesn’t mean it is right for your business. It is your company’s image you are promoting. Get it wrong and it may damage, not enhance, your business. Check out what a professional will do with a wealth of experience and kit. I’m not a fan of testimonials shot on a phone in glorious “wobblevision”. If you must do them, be mindful of eye lines. Eyes should be in the top third of the screen. (If in doubt, look at any TV news presenter). There are some amazing “Phone video’s” on the web, but usually they are shot by experienced pros, sometimes with ancillary equipment and lots of experience. Self made...
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Local PR tips and ideas

By Karin RidgersNo Comments
Why not pick up the phone and call your local papers?  You will be surprised that not many people do this now – it’s all email! Why not ask them to lunch (and treat them to it) or for a coffee and chat about what they would like in a news story or feature.  Building good relationships with local newspapers, magazines and radio stations pays off in many ways. For example,  several journalists that I knew locally are now in the national media. In addition, it is not unusual for the national press to pick up local stories. The first step is to have your local newspaper delivered, so that you never miss an issue. Make a note of which journalists write stories which are relevant to you, i.e. do they have a Business Editor? Start listening to your local radio station (search on the internet for them).  Study their websites.  Send them a brief, friendly, introductory email about yourself and your...
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YouTube meta data and SEO

By David StrelitzNo Comments
It wasn’t so long ago that what was known as 'web video' tended to be simple graphics messages, or single person presentations to camera with or without some extra enhancements. The image size you saw was quite small, by today's standards. However, the advent of higher speed broadband and sophisticated servers, that allow more data to be delivered to our devices, means that today nothing is off limits, with even Hollywood movies being delivered on the web. At one time, YouTube was only for Skateboarding Cats - but now household name companies not only use YouTube for announcements, promotions and product demonstrations, but they also reinforce their brand by producing short instructional 'How To' programmes. Ironically, just as I was writing this, an email came in from Machine Mart promoting their web videos on a range of products. With YouTube offering the same opportunities for inserting meta data (i.e. Tags) as can be used within a website and being part of Google,...
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