Brand video production deck 8 2014

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Marketers have woken up to the need for great content to influence today’s savvy consumer, they have also recognized that a lot of it has to be video. Not just commercials once or twice a year, but a steady stream of compelling, relevant, valuable videos. That’s a pretty tall order, which is why this primer for making brand videos is so useful.

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Brand video production deck 8 2014

  1. 1. DO’S & DON’TS OF BRAND VIDEO Copyright © 2013 by IQ Agency !! IQ Agency August 2014 www.iqagency.com
  2. 2. CONTENT IS THE RUBBER Content is what sells, persuades and influences. ! Fresh content is also what gets you ranked on Google. ! Everything else is just the mechanics of getting it to the consumer. ! Copyright © 2014 by IQ Agency 2
  3. 3. NOW EVERYONE WANTS VIDEO ! Cheap broadband has made high-quality video accessible. People prefer video because it’s engaging and easy to consume. Even 56% of business people say they prefer watching video to reading* Copyright © 2014 by IQ Agency 3 ! *Forbes Insights
  4. 4. THERE’S NEVER ENOUGH People have an insatiable appetite for content, especially video. It’s how you buy attention. But it needs to stay fresh. Like Chinese food, 20 minutes later they want more. Copyright © 2014 by IQ Agency 4
  5. 5. UH OH, LOOK OUT! We’re already submerged in a tsunami of video. According to Cisco, 86% of web traffic will be video by 2016. The majority of it is User Generated vs. made by Brands. Most of it is pretty bad. Copyright © 2014 by IQ Agency 5
  6. 6. STAND OUT OR STAY OUT Only the best brand videos will cut through the clutter. That means being engaging and relevant. Bad video will harm a brand more than it helps. Copyright © 2014 by IQ Agency 6
  7. 7. Click to Play Originality differentiates your brand and gets you noticed. Often, however, it’s not just what you do, but how you do it that matters, as in this example. Copyright © 2014 by IQ Agency 7
  8. 8. BEFORE YOU START Copyright © 2013 by IQ Agency 8
  9. 9. DEVELOP A STRATEGY You need a content strategy. It tells you who, what, when, where and most important why. Content strategy is informed by marketing strategy. Hopefully you have one. Copyright © 2014 by IQ Agency 9 * McKinsey & Co
  10. 10. CREATE PERSONAS Identify your target audience. Create personas (profiles) for the key segments. Copyright © 2014 by IQ Agency 10
  11. 11. MAP THE JOURNEY Map the Consumer Decision Journey* for each persona. Define the needs for each persona at each critical touch-point on the journey. Translate those needs into an engagement plan. This will focus what you have to accomplish with your content. Copyright © 2014 by IQ Agency 11 * McKinsey & Co
  12. 12. ID CONSUMERS The objective is to deliver the right content at the right moment to the right person. Build a system that will identify where the consumer is on the path to purchase. Copyright © 2014 by IQ Agency 12
  13. 13. UNDERSTAND CONTEXT The context of each touch-point dictates the style of communication. Is a video right for where the content will be viewed? What type of screen will it be viewed on? What’s the optimum length? Copyright © 2014 by IQ Agency 13
  14. 14. DEFINE SUCCESS Know what success looks like. Set Key Performance Indicators (KPIs) Track and measure the metrics. Then analyze. Copyright © 2014 by IQ Agency 14
  15. 15. MAKE SURE THEY COME Before you make your video do you have a plan for exposing it? Where will it be shown? Why will people want to share it? Identify opportunities to spread the video beyond your “owned” media. Copyright © 2014 by IQ Agency 15
  16. 16. DEFINE THE MISSION ! ! What do you want them to believe? What do you need them to remember? What do you want them to do? Copyright © 2014 by IQ Agency 16
  17. 17. Click to Play In this web video the mission was to get people to believe in and remember a new way to workout from Under Armour. Copyright © 2014 by IQ Agency 17
  18. 18. EXAMINE THE IDEA Copyright © 2014 by IQ Agency 18
  19. 19. DOES IT FIT THE MISSION? What’s the right balance between education and entertainment? Copyright © 2014 by IQ Agency 19
  20. 20. Click to Play In this video for iShares, the job was to educate the viewer. But first we had to keep their attention, so visual metaphors make an otherwise dry subject engaging. Copyright © 2014 by IQ Agency 20
  21. 21. DOES IT FIT THE BRAND PERSONALITY? The personality of your brand should influence the style of your creative approach. Copyright © 2014 by IQ Agency 21
  22. 22. Click to Play Banks, for example, need to be very conscious about how the style of their communication affects their brand perception. Copyright © 2014 by IQ Agency 22
  23. 23. DOES IT FIT THE AUDIENCE’S TASTE? Understand the spectrum of cultural acceptability of your audience. ! Personas of your audience segments will give you insights. Copyright © 2014 by IQ Agency 23
  24. 24. Click to Play While UPS tends to be a more conservative brand, racing fans are pretty loose. So in this video the style and feel are designed to fit the audience. Copyright © 2014 by IQ Agency 24
  25. 25. DOES IT FIT THE BUDGET? Making videos is like building a house. You need a budget before you start. Copyright © 2014 by IQ Agency 25
  26. 26. Click to Play It doesn’t take heaps of money to do good work. In this instance animation was a cost saving route for a series of videos for the Intercontinental Hotels rewards program. Copyright © 2014 by IQ Agency 26
  27. 27. NOW TELL A STORY It can be simple or complex, but must accomplish the mission. Align it with the content strategy. Keep it simple and focused. Less is more. Copyright © 2014 by IQ Agency 27
  28. 28. Click to Play People are programmed for stories. So even with a brand video, like this one, tell a story. Copyright © 2014 by IQ Agency 28
  29. 29. AWESOME TALENT MAKE AWESOME VIDEOS Just because someone in the office has a nice camera doesn’t mean they are ready for prime time. ! Good equipment is easy to come by. Good creative people, who know what they’re doing, are not. ! Copyright © 2014 by IQ Agency 29
  30. 30. Click to Play Talent not money made this video to introduce “My Health Info” for Microsoft. A well-executed idea doesn’t have to be costly. Copyright © 2014 by IQ Agency 30
  31. 31. AVOID THE DEADLY SINS There’s no excuse for: Bad quality sound. Poor video quality - unless it fits the concept. Being boring or amateurish - bad on purpose is usually just bad. Copyright © 2014 by IQ Agency 31
  32. 32. THE COST CONUNDRUM Most agencies are used to making TV commercials. The agency/TV commercial approach is usually too expensive. ! So how do you produce a steady stream of high quality videos at low cost? ! ! Copyright © 2014 by IQ Agency 32
  33. 33. HAPPY TO ANSWER THE QUESTION…… ! ! Call Patrick Falvey 404-932-1932 patrick@iqagency.com ! ! ! IQ is a full service marketing agency with digital at it’s core. Our script to screen content creation capabilities include all phases of content strategy, in-house live-action and animation studios. editing, sound design, music composition, and more. ! To see more of IQ’s video work visit www.iqagency.com/work and click video/content ! ! Copyright © 2014 by IQ Agency

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