Marketing is about positioning and communicating your unique value to a very specific audience. Your product or service won’t appeal to everyone. You have to ensure that you craft a message that is tailored to the specific concerns of a very well defined audience. That sounds risky because if you narrow the focus of your message you have to leave stuff out. The only thing riskier than that is leaving everything in. This is also where your video length is established, so keep in mind that 60 seconds of video equates to a script length of about 150 words.
Your customer is the focus, not you.
Your customer wants to know how you can solve their problems – that’s what matters to them. They really don’t care much about your history or your processes. And yet the vast majority of corporate videos today are still not written from the client’s perspective. Most businesses continue to create videos that talk about themselves. You should be putting yourself in the shoes of your customer. What do they care about? What are their problems? Then position your company as the obvious and unique solution to those specific problems. Give the people watching your video something they can relate to, something that let’s them see themselves in your video.
Tell a great story that makes an emotional connection.
Our conscious mind would like us to believe that we make rational decisions. Our sub-conscious mind knows better. Virtually all purchase decisions are emotional decisions. Your lubricant may be 25% more viscous than your competitors, but the fact that the local fire-department uses it is going to be the idea that people relate to and remember. Most corporate video productions today are recitations of facts, features and benefits. Most viewers never get to the end of these videos. If you want your viewer to watch and remember your message then you have to connect with them on an emotional level.
A style frame is a still image showing what a specific portion of your video will look like. This gets our vision out of our heads and into a tangible form for your feedback. Once we have agreed on a visual style, we move onto storyboards. A storyboard is a visual representation of your video, told through a series of still frames that showcase major moments in the video. These steps lay out the look and feel and overall flow of your video. It is also where we find the location for the filming
Show me, don’t tell me.
Video is by far the fastest growing marketing tactic in use today because it informs and persuades better than any other media type. Video is a visceral experience that engages the audience both visually and orally. Why just explain how your product works when you can actually show people using and benefiting from that product? Video is gaining popularity because it is the best means of conveying a great deal of information quickly to an attention-deficit plagued audience. Video is particularly effective when you need to showcase the more intangible benefits of a product. Imagine trying to promote a perfume solely on the merits of that particular fragrance. You couldn’t. You sell perfume by creating imagery that suggests the “promise” of that perfume.
When all the pre-production work is complete it's time to actually hop into making the video. For animation, this usually means working in After Effects to add motion to the style frame assets created earlier in the process. For a live action video, this means actually shooting the footage, on location or in the studio using the storyboard as a guide.
Share what you believe, not just what you do.
Today, a high level of transparency is expected in business. This is new for most companies. Getting people’s attention is just the first step. Somewhere along the buying cycle you’re likely going to have to give up a bit more of yourself than you’d like. What do you believe? What are your core values? Why should I care about you when I have a huge number of undifferentiated options in front of me? This never really used to matter. Today it does. Include a call to action in your video. Make sure you employ smart SEO practices in naming, placing and promoting your video’; and ‘Distribution is everything’ are all smart tactics to ensure that your video gets seen by it’s intended audience.
Most videos deliver a good portion of the content through a professional voiceover. Generally, using a voiceover allows a viewer to absorb information faster than having to read text onscreen. We have a wide variety of voices for you to choose from. When the animation and editing is finish, We then make the sound design - adds sound effects and music to bring the video to life. When it’s ready, we’ll upload it and ask for your comments and feedback. Upon final approval, we’ll send over the completed video in the file type of your choice (typically .mov or .mp4). We keep all of the files on hand in case you want to revise or update your video in the future.