Tear the Lid off Your Logo
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This document provides advice and case studies for using video marketing to simplify branding messages. It discusses defining the target audience and their interests, finding a compelling story and hero, and crafting a unique brand personality. Case studies show how F5 Networks, JayRay Communications, and Overlake used parody, community outreach, and emotional storytelling in video to achieve their goals. The document recommends starting with a content strategy, distribution plan, and budget before producing videos to connect with audiences.
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Tear the Lid off Your Logo
- 1. Tear the Lid off Your Logo
- 2. INTRODUCTIONS Jennifer Bolton, Director of Corporate Marketing, F5 Networks Shari Campbell, Partner, JayRay Communications Chris Donaldson, Executive Producer, Hand Crank Films
- 4. Video Stats 100 Million 75% 65% 90% 96% 2 Minutes
- 6. WHY?
- 8. Parody for Tech B2B
- 9. F5 Case Study - Metrics Goal Approach Cost
- 10. Simplify Your Message What’s your earworm?
- 11. Who is Your Hero? Toilet not Recommended
- 12. Your Supporting Cast? Toilet Approved
- 13. Brand Personality Make it Uniquely Yours
- 15. Response
- 18. Overlake Case Study - Metrics Goal Approach Cost
- 19. Create a Connection Emotion Drives Donations
- 20. Who is Your Hero?
- 22. The Proof!
- 24. BUILDING YOUR STORY Audience Message Approach
- 25. What You Can Do Today Define What Your Audience Wants to Hear; objective Define your Distribution Model across Verticals Think about your content strategy; how does video fit in?
- 26. What You Can Do Today Find the Story Define your Budget Define Your Approach Go!
- 27. Resources Devour Tell to Win/Start with Why ReelSEO.com Gary Vaynerchuk White Paper
- 28. Question s
- 29. The New Universe
- 30. EXIT, STAGE LEFT Thanks for Your Time J.Bolton@F5.com Scampbell@JayRay.com Chrisd@handcrankfilms.com
Editor's Notes
- We’re excited to be here because we – along with you as marketers I imagine – are passionate about one thing:
- I’ll introduce both of you here – and will want you to give a brief bio about yourself and what your company does.
- Storytelling is ingrained in out culture. We’ve been doing it ever since we sat around campfires centuries ago. The new campfire? Our mobile phones. Our smart devices. New inventions like the Apple wristwatch and Google Glass. So storytelling, not just video story telling – is more important than ever.
- Some quick video stats. 100 million videos viewed daily. Maximum average length of videos watched is 2 minutes; on a mobile device 5 minutes 75% - the percent of executives who told Forbes that they watch work-related videos at least once a week. From those 75%, 65% click through to a vendor website to learn more about a product or service. Video link in email increases click-thru rates by 96% - almost double Sources: Forbes, Forrester, Implix Within the next 2 yeas, 90% of all Internet traffic will be video based.
- Watch 1:00 HCF video: 9/11 Happened to Us All
- So the question becomes: how do we tell our story? What are the elements that make up a great story? Start with Why? What is the passion behind your company? To Jennifer and Shari : What are the basic building blocks of finding your story? Of telling your story? Can we give some concrete examples of what you are trying to achieve through your video marketing efforts?
- Jennifer Bolton – Case Study
- Watch video .(I will need to download the file for this or click to YouTube)
- Jennifer Bolton: Discuss some business metrics – what was the budget, what new business were you looking for, why did you take the approach you did, etc?
- Jennifer Bolton: Discuss the meaning of ‘Simplify Your Message’ and ‘Earworm’
- JB: Discuss the concept of Hero
- JB: Discuss the Concept of Supporting Cast – why it is important.
- JB: Discovering Your Brand Personality.
- JB: The importance of Distribution – how you did it.
- JB: What were the measurable results you can report to your CEO. New Clients, New Business, New Projects.
- Unique opportunity … Keynote speaker is Allan Mullaly Sold out event … 1/3 loyal donors, 1/3 connected to Overlake, but not necessarily loyal, 1/3 new to the table. Opportunity: Increase donation from those who know Overlake, but aren’t loyal, get some donations from people who only came to hear Mullaly
- Watch Video (I’m a little concerned about time on these – close to 10 minutes of watching videos – your thoughts?
- Shari Campbell: Cost: clients frequently focus on upfront cost, rather than back end opportunity. Convincing them to invest more is always a challenge Approach? Don’t use video to convey information or even to make the ask. Use video to convey emotion, make a powerful connection and “set the table” for the ask
- I think the real work with Overlake was convincing them of the simple truth above. How many times do clients think “information drives donations.”
- SC: So we found a hook – letters that came into Overlake written to a nurse at the hospital. From there, we found our story – and the meaning of the piece.
- SC: How this piece communicated brand and tore the lid off the logo.
- SC: Overall, donations nearly doubled. Put another way, the hospital invested an additional $15,000 to net about $200,000 in additional donations Added a quality to the brand story that wasn’t as clearly demonstrated in the past … caring, safety net, and quality demonstrated in story/quality of video Other proof points: more brand new donations, internal goodwill and PR, willingness/permission to invest more in 2013
- SC: Targeted Approach to donors.
- A Couple Things to consider at the very outset. Tenets true of most marketing and communication.
- Overlake: everyone has been to a luncheon or breakfast. I could write the agenda/formula in my sleep. Think distinct, different. Don’t use video to pack in a bunch of information. At the end of the day, too much information in a video isn’t any better than too much information on brochure, website or by a speaker.
- Don’t pack with content, pack with emotion and story *Don’t overscript
- Any cool resources to add to this list?
- Any cool resources to add to this list?
- Storytelling is ingrained in out culture. We’ve been doing it ever since we sat around campfires centuries ago. The new campfire? Our mobile phones. Our smart devices. New inventions like the Apple wristwatch and Google Glass. So storytelling, not just video story telling – is more important than ever.
- Storytelling is ingrained in out culture. We’ve been doing it ever since we sat around campfires centuries ago. The new campfire? Our mobile phones. Our smart devices. New inventions like the Apple wristwatch and Google Glass. So storytelling, not just video story telling – is more important than ever.
- Storytelling is ingrained in out culture. We’ve been doing it ever since we sat around campfires centuries ago. The new campfire? Our mobile phones. Our smart devices. New inventions like the Apple wristwatch and Google Glass. So storytelling, not just video story telling – is more important than ever.