VIDEO PRODUCTION: Soup to Nuts -...
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VIDEO PRODUCTION: Soup to Nuts Getting the most from your video assets. November 17, 2015
Transcript of VIDEO PRODUCTION: Soup to Nuts -...
VIDEO PRODUCTION: Soup to Nuts Getting the most from your video assets.
November 17, 2015
Video works
70% of marketers say
video drives better
conversions
66% Like Video
From Brands
2X Click Through Rates
41% Higher Click
Throughs With Search 80% Increase in
Page Conversions 2 Mins Longer
on Websites
97% Increase in
Purchase Intent
20% Lower
Cost Per Lead
Courtesy of Vidyard
Next to face-to-face meetings, video is the most successful
medium to build relationships. “
” Sourabh Kothari Head of Rich Media Marketing at Cisco
• Brand awareness & lift
• Thought leadership
• Insights & Market updates
• Lead generation
• Deeper relationships
• Decreasing deal time
• Client onboarding
• Onboarding
• Product training
• Customer testimonials
MARKETING SALES SUCCESS / SUPPORT
Video across the enterprise Connecting your customers across the entire journey
• Employee conferences
• Executive communications
INTERNAL COMMUNICATIONS
Distribution matters!
Main learning points
• It starts with storytelling
• Content matters – every time
• Managing compliance
• Distribution
“What if we made a video?”
Who would make it?
Where would they watch it?
What would I
say?
Who would watch it?
What is success?
Stories engage. Monologues bore.
https://www.fidelity.com/learning-center/investment-products/fixed-income-bonds/muni-bonds-illustrated-video
Know your audience. Understand their attitudes.
https://vimeo.com/unitedcp/finlife
Know your audience. Appeal to emotion.
Working with Compliance: an asset managers point of view
http://www.videolinktv.com/resources/videos/#how-to-manage-the-challenge-of-compliance
Compliance is your friend
• Engage compliance early and often
• Broad topics for website; specific topics for other platforms
• Keep video approval process consistent with current processes
• Ensure vendors understand processes and time frames
• Disclosure for lowest common denominator
Compliance & distribution
Distribution strategy as important as the content.
Distribution matters
• Know where your audience lives
• It’s iterative – test and experiment
• Multi-media, multi-platform campaigns
• Different regions, channels, firms
Distribution: Experiment & Analyze
Contemporary Relevant
Know your audience
1. Create conversations
2. Emotion is powerful
3. Authenticity matters
4. Consistent messaging
Best practices
http://www.videolinktv.com/resources/videos/#customer-buying-journey
Video and the customer buying journey: Video creates stronger relationships with customers
“Let’s make that video!”
Workflow & production process
• Streamline the process
• Create video content calendars
• Leverage time-sensitive responses
• Capture your storytellers whenever possible
Create thought leadership video | Produce more short-form video | Access remote storytellers
Workflow process examples
http://www.nuveen.com/Commentary/Video/EconomicMarket.aspx
HD Sony camera, professional lighting and audio, teleprompter, backdrop and recording options
Time, resources and savings streamlined
workflows
1. Consistency in branding values, delivering higher production values
2. Estimated 67% savings per finished, single-camera video
3. More efficient and productive video staff
4. One - two day turn-around vs. two weeks
5. Better video and audio production quality control
Marianne Rocco Director of Marketing @mwrocco | [email protected]
Deb Wetherbee VP of Business Development [email protected]
