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Who is David Smith?
President and founder of MarketingDepartmentLV.com, and NetworkLasVegas.com.
Over 15 years providing digital, content marketing and relationship networking services.
Marketing Challenges Faced by Businesses:
1. Locate the best marketing vendors.
2. Manage the marketing vendors.
3. Coordinate the work of the marketing vendors.
If unsuccessful:
The result is mediocre marketing activity performance along with continually restarting marketing programs (new website, new
social media approach…etc.).
MarketingDepartmentLV Mission:
To ensure that Las Vegas businesses spend less effort on their marketing while getting better results through outsourcing their
marketing department.
Are you a hiking enthusiast in the Las Vegas area? View David’s website: LasVegasAreaTrails.com
Webinar Schedule: 1st & 3rd Tuesday 9-10am
Oct 1: Business Systems and
Automation | Gordon Jones
Sept 17:Take control of your
relationship marketing. | Katia Di
Egidio
Aug 20: The Power of an Effective
Brand Image | David Smith
Aug 6, 2019: The Low Hanging
Fruit, Tactics to Fit your Strategy |
David Smith & Katia Di Egidio
Nov 5: How to create or update a
video marketing strategy for your
business. | Richard De Paso
Oct 15: The 5-Step Online Review
System for Business Growth | Debbie
Kluska
Sept 3: Creating Multiple Income
Streams – Low Hanging Fruit | Stan
Shields
Nov 19: 5 ways to fully integrate
your website into your marketing
process. | Tori Jones
Dec 3: Creating a Positive, Engaging
Team Culture | Shermara Walker
Dec 17: Designing a Social Media
Marketing Strategy | Katie Waechter
Jan 7, 2020: Leveraging the Power
of Media for Business Growth | Guy
Dawson
Jan 21: Social Justice – When It
Does/Doesn’t Make Sense | Ed
Faruolo
Who Is Richard DePaso?
MANAGING DIRECTOR – AARDVARK VIDEO
• OVER 25 YEARS MANAGING IN WHAT IS NOW VERIZON IN NEW YORK MANAGING COMPANY
WIDE; WORKING WITH CORPORATE AGENDAS AND UNDERSTANDING CORPORATE CULTURES –
GETTING RESULTS!
• OVER 30 YEARS PRODUCING VIDEO FOR BUSINESS; STARTED IN 1987
• CREATIVITY PLUS UNDERSTANDING BUSINESS GOALS AND ACHIEVING CLIENT OBJECTIVES
• 55 YEARS MANAGING - HOW DOES THAT MATH WORK!!!
• WHY LAS VEGAS?
• OUR CLIENTS INCLUDE: MICROSOFT, IBM, PANASONIC, SAMSUNG, CASIO, OWENS CORNING,
STATES OF NV AND NY, AND HUNDREDS MORE LOCAL AND NATIONWIDE LARGE AND SMALL
Low Hanging Fruit
Tactics to Fit Your Strategy
David Smith & Richard DePaso
You Can’t Steer Something That’s Not in
Motion!
• Put yourself and your business in motion. This is the most
important aspect: Make the decision and deal with the
outcome.
• Don’t worry about wrong decisions in the past;
• PLAN WHAT TO DO BETTER IN THE FUTURE – AND DO IT!
Get in Motion!
Utilize Low Hanging Fruits
And we hope after watching this webinar, if you aren’t using
it already, you’ll be convinced VIDEO should be in your
business growth plans
Marketing Trends
• FIRST THERE WAS PRINT
• YELLOW PAGES
• MAILERS, NEWSPAPERS, ETC.
• THEN… THERE WAS EMAIL
• THEN TEXTING
• IS IT JUST ME OR ARE THESE NOT AS EFFECTIVE AS THEY USED
TO BE ? WHY?
• WHAT IS NOT EFFECTIVE ABOUT THESE? – TARGET AUDIENCE DIDN’T ASK TO BE
CONTACTED AND MAY NOT BE INTERESTED
• But VIDEO is effective because people look for information from
video content, with proper SEO you can be found, and with a
message that gives the viewer what they want, they come to you
Let’s look at Marketing Statistics & Trends which show how the use of
video is effective and growing . . . .
Marketing Trends
Video Marketing-
Creating
Video Content
That Generates
Qualified Leads
And Achieves
Objectives
Daily Video Consumption
5 Billion Videos 100 Million Hours
https://www.socialmediatoday.com/news/40-video-marketing-
statistics-for-2019-infographic/545887/
Mobile Video Exploding
Smart Phone
Video Streaming
+379%
Increase
In 6 Years
2018 2024
Monthly
Video
3.4gb 16.3gb
% of Total
Mobile
Usage
60% 74%
Video & Brand Awareness
•95% retain information
from video
•10% retain information
from reading
Social Video - Consumers Engage
DAILY With Branded Videos
https://www.webfx.com/blog/general/why-video-matters-to-
marketing/
49%
32%
24%
22%
Building Trust with Testimonial Videos
Digital Video Advertising
https://www.iab.com/wp-content/uploads/2019/05/Full-Year-
2018-IAB-Internet-Advertising-Revenue-Report.pdf
• Surpassed $100B in 2018
• $20B Increase Over 2017
• 30% of Total Digital Display Ad Spend
Video Content Marketing Strategy
Video - Most Preferred
Communication Method for Brand
& Marketing
Video - Most Memorable Content
Video - Most Engaging Content
• 45% of Consumers
• 56% of Millennials Brightcove 2018 Video Study
ROI - Video Lifts All Boats
Vidyard
Website/
Landing
Pages
SEO
Bookings/
Sales
Email
Marketing
Banner Ads
PROFESSIONAL VIDEO PRODUCTON
“The way we do
anything is the way we
do everything.”
Martha Beck
The quality of your video is
indicative of the quality of
everything you do
A shameless plug for us!!!!
We at “Aardvark Video” produce professional video
People don’t want to read anymore – They want to see/hear
Search Engine SEO – You saw the statistics
Online 24/7 able to extend reach of your message and exposure
People look for want and expect to see video on your website
When you search online do you prefer to read or see/hear?
TODAY WE’LL TALK ABOUT HOW TO GROW YOUR BUSINESS WITH VIDEO
Why Use Video?
Marketing Trends
•Video Is the “Low Hanging Fruit”
•The Most “Bang For The Buck”
Marketing Trends
• People want video – They look for it; it generates inbound
traffic to your website, YouTube channel, etc.
• WHY PUT ALL YOUR MONEY TOWARDS PRINT OR OTHER
ADVERTISING THAT PEOPLE TRY TO SELL YOU?
• Learn from the statistics we showed and profit from the
trend reaching more people than any other medium
• And. . Just to prove how video is more effective and
interesting than print, try reading this text and then look at
the Kickstarter video we produced to see the difference
Let me tell you a little bit about this intelligent
device. By providing time and safety in the
event of an emergency Smoke Shield protects
you and your loved ones. If escape becomes
impossible during a fire, Smoke Shield
essentially turns a closet or small room into a
safe room. If provides clean, breathable
oxygen; more time to provide a safe escape and
it shows emergency responders where your
loved ones are in the home. The system allows
up to an hour of breathable air to allow time
for a rescue
Marketing Trends
Marketing Trends
Often, I’ll go to an event and when
someone asks what I do, I say “we
produce video” and they say, “oh
weddings”
I CRINGE because they have no concept
of the way video can help their business
Market showing your “VALUE PROPOSITION” – what’s in it for the viewer
“Engage Viewers” and “Convert to Buyers” when they are ready
Build “Brand Awareness” brand recognition – Social Media
Train Effectively – your employees and buyers – same correct message
DIY Video has a place and can be very effective
Professional Video Production – provides a better message
GENERAL CATEGORIES OF BUSINESS VIDEO?
Some Video Types & Uses
… And We’ve Only Scratched the Surface!
Video Types
• Interviews/Testimonials
• Product Demos
• Company News
• Blogs
• Events
• Presentations
• Internal and External Training
• Client Training
• Kickstarter Campaigns
• Tutorials
• Vlogs
• Webinars
• Live Streaming
• Infomercials
• Commercials – online/TV
• Reviews
• Continuing Education
• Surveys
• Sports
• Fund Raising
• Drone Coverage
• Website Headers
• Non-Profit Fund Raising
Social Media
• YouTube videos
• Facebook videos
• Facebook Live
• Facebook stories
• Instagram stories
• IGTV, Rokio and
other online
channels
• Twitter videos
• Linkedin videos
• Live Streaming
• Real Estate
• Entertainment
• Email Marketing
Business “Value Proposition”
what do you do that a viewer
wants; ”What’s in it for them”
and what differentiates you
from the competition
”Engagement” staying on the
radar and being recognized as
the source/expert for when a
viewer is ready to buy
Training Internal/External
”Live Streaming” presenting
something live, anywhere
Some Video Success Stories
Business “Value Proposition”
what do you do that a viewer
wants; ”What’s in it for them”
and what differentiates you
from the competition
”Engagement” staying on the
radar and being recognized as
the source/expert for when a
viewer is ready to buy
Training Internal/External
”Live Streaming” presenting
something live, anywhere
• Las Vegas Window Tinting – 30% to
60% close rate
• Top Chef – Video Resume
Tripled Income
• Bracelet Buddy
• Sold thousands on QVC
• The State of NY
• The State of Nevada Training
• Molycorp
• CME – Rincon –Kone, many more
• $30k spent = $300k earned
• Lion Habitat Ranch Fund Raising
• Smoke Shield
• And hundreds more large and small
Marketing Trends
There is a well know statement,
“A picture is worth a thousand words”
And if that is the case, a video is worth
over a million.
LET’S SHOW SOME EXAMPLES
. . . And as you watch the examples, think about what category or
categories the video falls into and how it shows solving
problems/satisfying needs, engaging, training or a combination
which will motivate a viewer to take the action you want:
•Value Proposition
•Engagement
•Brand Awareness
•Training
•Or something else
Market showing your “VALUE PROPOSITION” – what’s in it for the viewer
“Engage Viewers” and “Convert to Buyers” when they are ready
Build “Brand Awareness” brand recognition
Train Effectively – your employees and buyers
DIY Video has a place and can be very effective
Professional Video Production adds more
GENERAL CATEGORIES OF VIDEO
DIY – Do it Yourself Video
• If you have time time to plan and have some equipment, it can
be very effective in getting your message out.
• With everyone having a smartphone, you can record anytime,
almost any place to gather footage and you should
• You can post to Social Media instantly
• You can get good results as you practice more
DIY – Common Mistakes
• Terrible Sound – get a wireless or wired mic and get a camera app like
“MoviePro” that lets you monitor sound with headphones or buds
• Exposure and color – use a camera app that lets you adjust easily
• Too much motion – start recording 5 seconds before and hold your shot 5
seconds after the action. Don’t pan rapidly all over the place.
• No pre-planning and lack of continuity shot to shot
• No end goal for what you want the viewer to do and/or call to action
Testimonial Video
Testimonials are a potent convincer because it shows satisfaction with your product
or service and helps people identify being in the same situation with the same
problems or needs
• You see this all the time on TV but it may not have sunk in. There are two general
positions for an interviewee to be facing:
• Facing the camera when talking directly “to” the audience. Like asking them to do
something, “ie: “call me today”
• Facing to the side when talking “about” the subject to an interviewer. This is called “off
camera”.
• Also, there is the “rule of thirds”. The subject should always be facing into the video frame if
looking off camera.
• It has to look “right”
• Use B-roll to make your message more understandable “say it, show it”
Testimonial Video
Proper Placement of Subject
Looks “correct” for a video image
talking to camera, facing into frame
but “incorrect” on this PPT image
because he should be facing into PPT
slide
Looks ”correct” speaking to camera Looks “ correct” talking to an
interviewer off camera and also
looks correct for this PPT frame
looking into the frame.
Testimonial Video
• Preparing your subject’s appearance
• Sometimes an interview may be spontaneous and you don’t have the chance,
but you should try to be certain your subject is neat and presentable
• If possible, have your interviewee clean up by giving them a chance to look in a mirror. If
a woman, give them a chance to adjust their makeup.
• That means being certain hair isn’t messed; use hairspray if you can
• Be certain clothes are not askew
• Faces are not greasy – just blot with tissue or if possible and you are serious about doing
a good job, have powder
Testimonial Video
• Have your subject paraphrase the question in the answer.
• For example, if you are an interviewer not being recorded and you ask if they
like your product, you don’t want them to answer just with saying “Yes”
because the audience will have no idea what they are talking about
• Cue your subject when to begin speaking so they know the camera is
recording.
• Use an external microphone, a lavaliere, handheld or boom mic, to
get good sound
• Light the subject if you can
Top 10 Simple Strategies for SEO Optimizing Your Video
David Smith
Top 10 Simple Strategies for SEO Optimizing Your Video
David Smith
Top 10 Simple Strategies for SEO Optimizing Your Video
David Smith
Top 10 Simple Strategies for SEO Optimizing Your Video
David Smith
Top 10 Simple Strategies for SEO Optimizing Your Video
David Smith
Top 10 Simple Strategies for SEO Optimizing Your Video
David Smith
Top 10 Simple Strategies for SEO Optimizing Your Video
1)Optimize Title (Use focus keyword)
2)Optimize Description (Start with focus keyword)
3)Optimize Tags (Use Popular Keywords)
4)Find Video Keywords (Get ideas from competitor’s keywords)
5)Upload a Custom Thumbnail
Top 10 Simple Strategies for SEO Optimizing Your Video
6) Step Up Production Value and Improve Content
7) Share on Social Media
8) Send to Your Email List
9) Review Watch Time and Increase – Add suspense (left menu
> analytics)
10)Encourage People to Subscribe
Optimizing a YouTube Video
1. Find video keywords
2. Optimize your video title
3. Optimize your tags
4. Invite people to comment
5. Encourage people to subscribe
6. Step up the production value
7. Make an eye-catching thumbnail
8. Add closed captions
9. Edit your filename
10. Build links to your channel, not just
your videos
11. Share on social media
12. Send an email to your list
13. Embed your video
14. Get ideas from your competitor’s keywords
15. Start your description with your focus keyword
16. Use YouTube’s search bar for keyword research
17. Increase your watch time
18. Review your watch time report in the YouTube
Analytics (on your channel’s left menu)
19. Look at your audience retention report
20. Use engagement reports
21. Add some suspense
22. Create keyword rich
playlists
23. Get featured on another
channel
24. Get interviewed
25. Find your optimal video
length (Top 10 most popular
YouTube videos average 4.5
minutes with good content –
most people’s attention span
2-3 minutes)
26. Improve your content
Market showing your “VALUE PROPOSITION” – what’s in it for the viewer
“Engage Viewers” and “Convert to Buyers” when they are ready
Build “Brand Awareness” brand recognition
Train Effectively – your employees and buyers
DIY Video has a place and can be very effective
Professional Video Production adds more
Why Use Video?
Professional Video Production
Business “Value Proposition”
what do you do that a viewer
wants; ”What’s in it for them”
and what differentiates you
from the competition
”Engagement” staying on the
radar and being recognized as
the source/expert for when a
viewer is ready to buy
Training Internal/External
”Live Streaming” presenting
something live, anywhere
Working with a video professional is like
working with a “business consultant” who
will see things you don’t, can offer input and
be able to help you design a message to
motivate the viewer to take the action you
want!
A Video Production Company provides:
• Planning
• Supervision
• Execution
• Follow –up
When just hiring a Freelancer, they are basically a technician
The 3 Phases of Video Production
•For Even A Short Three-minute Video,
Between Planning, Shooting And Editing,
It Can Take Many, Many, Man-hours that
you may not realize till you work with a
professional crew.
The 3 Phases of Video Production
•Pre-Production (planning & prep)
•Production – (shooting)
•Post-Production – (editing)
The 3 Phases of Video Production
Pre-Production
•This Is The Most Important Phase Where
Everything Is Planned Out Ahead Of Time.
•It Usually Takes The Most Time because
here is where the plan for the project is
developed
The 3 Phases of Video Production
Pre-Production
• What Message Are You Trying To Get Across To What
Specific Audience?
• What Type Of Problems Does The Video Solve Or What
Needs Does It Satisfy For The Viewer?
Otherwise Why Would They Be Interested?
The 3 Phases of Video Production
Pre-Production
• Figure Out All The Necessary Resources Required To Assure The Video Will Accomplish Your Goals.
• Determining Objective
• Location Scouting
• Actor Prepping
• Lighting
• Sound
• Cameras
• Approximate Length Of End-product
These Are Some Examples Of What Must Be Thought Out Ahead Of Time.
Does The Project Require A Script?
The 3 Phases of Video Production
The Production Phase
• Once You’ve Answered All Required Questions, The Actual Camera Work
Begins.
On A Professional Shoot, There’ll Be
Crew Members Responsible For
• Camera Operations
• Lighting equipment
• Sound
• Make-up
• Directing The Action To Be Certain Any Planned Scenes Transition Properly
(continuity).
The 3 Phases of Video Production
The Production Phase
• Someone May Also Be Keeping Track Of Which Shots
Will Be Used (Best Shots For Editing Purposes) And
Referring To The Script To Be Sure All Required Shots
Are Recorded (continuity).
• If There Are Action Takes Involved, No Matter How
Simple, Numerous Takes May Be Required Till The
Proper Shot And Timing Is Accomplished.
The 3 Phases of Video Production
The Production Phase
Depending On The Type Of Shoot Planned, Many Other
Options may be needed:
• Teleprompters
• Drones
• Jibs
• Dollies
• Specialized Lighting
• Etc.
The 3 Phases of Video Production
Post-Production
•This is the editing phase.
•Selected takes are digitized, trimmed, and put
together on a timeline within editing software.
•Animations, graphics, voiceovers, music, color
correction etc. are put into place.
The 3 Phases of Video Production
•5 - minute
video =
over 800
video and
audio
items
Play Ashbury Video from Shot Show
DavidSmith@MarketingDepartmentLV.com
(503) 816-9665
David Smith
info@aardvarkvideolasvegas.com
aardvarkvideo@gmail.com
https://aardvarkvideolasvegas.com
(702) 897-4477
Richard DePaso
If you have a video not performing well
give us a call and perhaps, we can help
that video bring you better results.
If you have an idea for a video bring
that idea to us and we’ll look at how
we can create a powerful video to help
grow your business
Get Your Marketing in Motion!
Find the Low Hanging Fruit to Grow Your Business
Webinar Series by Las Vegas Marketing Department Team
9-10am, 1st & 3rd Tues Each Month August 6/19 - Feb 18/20
Create rapid
business growth
by activating
low hanging
fruit strategies
that produce
large results
with little effort.
David Smith
President,
Moderator
Katia Di Egidio
CEO
Tori Jones
Web Dev
Stan Shields
List Growth
Gordon Jones
Managed IT
Debbie Kluska
Reputation
Josh Line
Photography
Richard De Paso
Video Production
Devin Sheffield
Video Production
Katie Waechter
Social Media
Guy Dawson
PR
Ed Faruolo
Branding
Shermara Walker
HR Consulting
Each team expert
presents their
best low hanging
fruit strategy
designed to
propel your
business forward.
Next Week
Webinar Schedule: 1st & 3rd Tuesday 9-10am
Oct 1: Business Systems and
Automation | Gordon Jones
Sept 17:Take control of your
relationship marketing. | Katia Di
Egidio
Aug 20: The Power of an Effective
Brand Image | David Smith
Aug 6, 2019: The Low Hanging
Fruit, Tactics to Fit your Strategy |
David Smith & Katia Di Egidio
Nov 5: How to create or update a
video marketing strategy for your
business. | Richard De Paso
Oct 15: The 5-Step Online Review
System for Business Growth | Debbie
Kluska
Sept 3: Creating Multiple Income
Streams – Low Hanging Fruit | Stan
Shields
Nov 19: 5 ways to fully integrate
your website into your marketing
process. | Tori Jones
Dec 3: Creating a Positive, Engaging
Team Culture | Shermara Walker
Dec 17: Designing a Social Media
Marketing Strategy | Katie Waechter
Jan 7, 2020: Leveraging the Power
of Media for Business Growth | Guy
Dawson
Jan 21: Social Justice – When It
Does/Doesn’t Make Sense | Ed
Faruolo
Market showing your “VALUE PROPOSITION” – what’s in it for the viewer
“Engage Viewers” and “Convert to Buyers” when they are ready
Build “Brand Awareness” brand recognition
Train Effectively – your employees and buyers
DIY Video has a place and can be very effective
Professional Video Production adds more
Why Use Video?
People don’t want to read anymore – They want to see/hear
With Video Tell How you solve client problems and satisfy their needs
Grow Your Business With Video
When You Search for Information on Online do you want to read or see?
Systems
GROW YOUR BUSINESS WITH VIDEO
Why Use Video?
Long-Term
• Your objective:
• What are you
ultimately trying to
achieve?
Long-Term
• Your exit strategy or end
game
• Transition, valuation,
structure
Short-Term
• Planning and execution:
• How are you going to
get there?
Short-Term
• Are your tactics in line
with your strategy?
Long-term vs. Short-term
Growing solutions
Sales and Marketing Strategy and Tactics
Leads
Conversions
Transactions
Pricing
Profits
What Are Low Hanging Fruit Tactics?
1. Short-to-Immediate Time Frame
2. Low Effort Compared to Higher Return
3. Little Training or Preparation
4. Simple vs. Complex
Examples of Low Hanging Fruit Tactics
• Optimize Domain Registration
• Refine Elevator Speech
• Upsell current and past clients
• Update website content
• Manage internet reputation
• Optimize existing YouTube videos
• Give employees a party.
• Send thank you notes to clients
Longer-Term Tactics
1. Create new networking connections.
2. Create a joint venture arrangement
with another business.
3. Redesign your website.
4. Launch a marketing campaign.
5. Create a new product line.
Longer Term Tactics
How to Identify Key Low Hanging Fruit Strategies
4 Criteria
4. Fit Ready Market
Who is ready to buy
now?
3. Fit Current Inventory
What is market ready now?
2. Fit Current Budget
What can you afford to
do on this month’s
budget?
1. Fit Current Skills
List your top skills
0
2
Weeks
3
Months
1 Year
2 Years
3 Years
Long Term Long Term Short Term Long Term Short Term
The Value is in the NOW Results
• You may produce greater results in the long term, but they won’t pay this month’s bills!
• Leverage short term tactics to finance longer-term programs.
Your Toolbox
How to check that you are watering your low hanging fruits…
Profit and
Loss
Balance
Sheet
Cash Flow
Statement
Operating
Budget
Ratios and
Trends
Elevator
Pitch
Existing
Clients
Customer
Appreciation
Affiliate
Marketing
Social Media Branding Blogging
0
100
200
300
400
500
600
How to evaluate success
Know why your tactic succeeded and fits your strategy.
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Video Marketing Presentation
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Video Marketing Presentation

  • 1. Who is David Smith? President and founder of MarketingDepartmentLV.com, and NetworkLasVegas.com. Over 15 years providing digital, content marketing and relationship networking services. Marketing Challenges Faced by Businesses: 1. Locate the best marketing vendors. 2. Manage the marketing vendors. 3. Coordinate the work of the marketing vendors. If unsuccessful: The result is mediocre marketing activity performance along with continually restarting marketing programs (new website, new social media approach…etc.). MarketingDepartmentLV Mission: To ensure that Las Vegas businesses spend less effort on their marketing while getting better results through outsourcing their marketing department. Are you a hiking enthusiast in the Las Vegas area? View David’s website: LasVegasAreaTrails.com
  • 2. Webinar Schedule: 1st & 3rd Tuesday 9-10am Oct 1: Business Systems and Automation | Gordon Jones Sept 17:Take control of your relationship marketing. | Katia Di Egidio Aug 20: The Power of an Effective Brand Image | David Smith Aug 6, 2019: The Low Hanging Fruit, Tactics to Fit your Strategy | David Smith & Katia Di Egidio Nov 5: How to create or update a video marketing strategy for your business. | Richard De Paso Oct 15: The 5-Step Online Review System for Business Growth | Debbie Kluska Sept 3: Creating Multiple Income Streams – Low Hanging Fruit | Stan Shields Nov 19: 5 ways to fully integrate your website into your marketing process. | Tori Jones Dec 3: Creating a Positive, Engaging Team Culture | Shermara Walker Dec 17: Designing a Social Media Marketing Strategy | Katie Waechter Jan 7, 2020: Leveraging the Power of Media for Business Growth | Guy Dawson Jan 21: Social Justice – When It Does/Doesn’t Make Sense | Ed Faruolo
  • 3. Who Is Richard DePaso? MANAGING DIRECTOR – AARDVARK VIDEO • OVER 25 YEARS MANAGING IN WHAT IS NOW VERIZON IN NEW YORK MANAGING COMPANY WIDE; WORKING WITH CORPORATE AGENDAS AND UNDERSTANDING CORPORATE CULTURES – GETTING RESULTS! • OVER 30 YEARS PRODUCING VIDEO FOR BUSINESS; STARTED IN 1987 • CREATIVITY PLUS UNDERSTANDING BUSINESS GOALS AND ACHIEVING CLIENT OBJECTIVES • 55 YEARS MANAGING - HOW DOES THAT MATH WORK!!! • WHY LAS VEGAS? • OUR CLIENTS INCLUDE: MICROSOFT, IBM, PANASONIC, SAMSUNG, CASIO, OWENS CORNING, STATES OF NV AND NY, AND HUNDREDS MORE LOCAL AND NATIONWIDE LARGE AND SMALL
  • 4. Low Hanging Fruit Tactics to Fit Your Strategy David Smith & Richard DePaso
  • 5. You Can’t Steer Something That’s Not in Motion! • Put yourself and your business in motion. This is the most important aspect: Make the decision and deal with the outcome. • Don’t worry about wrong decisions in the past; • PLAN WHAT TO DO BETTER IN THE FUTURE – AND DO IT! Get in Motion! Utilize Low Hanging Fruits And we hope after watching this webinar, if you aren’t using it already, you’ll be convinced VIDEO should be in your business growth plans
  • 6. Marketing Trends • FIRST THERE WAS PRINT • YELLOW PAGES • MAILERS, NEWSPAPERS, ETC. • THEN… THERE WAS EMAIL • THEN TEXTING • IS IT JUST ME OR ARE THESE NOT AS EFFECTIVE AS THEY USED TO BE ? WHY? • WHAT IS NOT EFFECTIVE ABOUT THESE? – TARGET AUDIENCE DIDN’T ASK TO BE CONTACTED AND MAY NOT BE INTERESTED • But VIDEO is effective because people look for information from video content, with proper SEO you can be found, and with a message that gives the viewer what they want, they come to you Let’s look at Marketing Statistics & Trends which show how the use of video is effective and growing . . . .
  • 8. Video Marketing- Creating Video Content That Generates Qualified Leads And Achieves Objectives
  • 9. Daily Video Consumption 5 Billion Videos 100 Million Hours https://www.socialmediatoday.com/news/40-video-marketing- statistics-for-2019-infographic/545887/
  • 10. Mobile Video Exploding Smart Phone Video Streaming +379% Increase In 6 Years 2018 2024 Monthly Video 3.4gb 16.3gb % of Total Mobile Usage 60% 74%
  • 11. Video & Brand Awareness •95% retain information from video •10% retain information from reading
  • 12. Social Video - Consumers Engage DAILY With Branded Videos https://www.webfx.com/blog/general/why-video-matters-to- marketing/ 49% 32% 24% 22%
  • 13. Building Trust with Testimonial Videos
  • 14. Digital Video Advertising https://www.iab.com/wp-content/uploads/2019/05/Full-Year- 2018-IAB-Internet-Advertising-Revenue-Report.pdf • Surpassed $100B in 2018 • $20B Increase Over 2017 • 30% of Total Digital Display Ad Spend
  • 15. Video Content Marketing Strategy Video - Most Preferred Communication Method for Brand & Marketing Video - Most Memorable Content Video - Most Engaging Content • 45% of Consumers • 56% of Millennials Brightcove 2018 Video Study
  • 16. ROI - Video Lifts All Boats Vidyard Website/ Landing Pages SEO Bookings/ Sales Email Marketing Banner Ads
  • 17. PROFESSIONAL VIDEO PRODUCTON “The way we do anything is the way we do everything.” Martha Beck The quality of your video is indicative of the quality of everything you do A shameless plug for us!!!! We at “Aardvark Video” produce professional video
  • 18. People don’t want to read anymore – They want to see/hear Search Engine SEO – You saw the statistics Online 24/7 able to extend reach of your message and exposure People look for want and expect to see video on your website When you search online do you prefer to read or see/hear? TODAY WE’LL TALK ABOUT HOW TO GROW YOUR BUSINESS WITH VIDEO Why Use Video?
  • 19. Marketing Trends •Video Is the “Low Hanging Fruit” •The Most “Bang For The Buck”
  • 20. Marketing Trends • People want video – They look for it; it generates inbound traffic to your website, YouTube channel, etc. • WHY PUT ALL YOUR MONEY TOWARDS PRINT OR OTHER ADVERTISING THAT PEOPLE TRY TO SELL YOU? • Learn from the statistics we showed and profit from the trend reaching more people than any other medium • And. . Just to prove how video is more effective and interesting than print, try reading this text and then look at the Kickstarter video we produced to see the difference
  • 21. Let me tell you a little bit about this intelligent device. By providing time and safety in the event of an emergency Smoke Shield protects you and your loved ones. If escape becomes impossible during a fire, Smoke Shield essentially turns a closet or small room into a safe room. If provides clean, breathable oxygen; more time to provide a safe escape and it shows emergency responders where your loved ones are in the home. The system allows up to an hour of breathable air to allow time for a rescue
  • 23. Marketing Trends Often, I’ll go to an event and when someone asks what I do, I say “we produce video” and they say, “oh weddings” I CRINGE because they have no concept of the way video can help their business
  • 24. Market showing your “VALUE PROPOSITION” – what’s in it for the viewer “Engage Viewers” and “Convert to Buyers” when they are ready Build “Brand Awareness” brand recognition – Social Media Train Effectively – your employees and buyers – same correct message DIY Video has a place and can be very effective Professional Video Production – provides a better message GENERAL CATEGORIES OF BUSINESS VIDEO?
  • 25. Some Video Types & Uses … And We’ve Only Scratched the Surface! Video Types • Interviews/Testimonials • Product Demos • Company News • Blogs • Events • Presentations • Internal and External Training • Client Training • Kickstarter Campaigns • Tutorials • Vlogs • Webinars • Live Streaming • Infomercials • Commercials – online/TV • Reviews • Continuing Education • Surveys • Sports • Fund Raising • Drone Coverage • Website Headers • Non-Profit Fund Raising Social Media • YouTube videos • Facebook videos • Facebook Live • Facebook stories • Instagram stories • IGTV, Rokio and other online channels • Twitter videos • Linkedin videos • Live Streaming • Real Estate • Entertainment • Email Marketing Business “Value Proposition” what do you do that a viewer wants; ”What’s in it for them” and what differentiates you from the competition ”Engagement” staying on the radar and being recognized as the source/expert for when a viewer is ready to buy Training Internal/External ”Live Streaming” presenting something live, anywhere
  • 26. Some Video Success Stories Business “Value Proposition” what do you do that a viewer wants; ”What’s in it for them” and what differentiates you from the competition ”Engagement” staying on the radar and being recognized as the source/expert for when a viewer is ready to buy Training Internal/External ”Live Streaming” presenting something live, anywhere • Las Vegas Window Tinting – 30% to 60% close rate • Top Chef – Video Resume Tripled Income • Bracelet Buddy • Sold thousands on QVC • The State of NY • The State of Nevada Training • Molycorp • CME – Rincon –Kone, many more • $30k spent = $300k earned • Lion Habitat Ranch Fund Raising • Smoke Shield • And hundreds more large and small
  • 27. Marketing Trends There is a well know statement, “A picture is worth a thousand words” And if that is the case, a video is worth over a million. LET’S SHOW SOME EXAMPLES
  • 28. . . . And as you watch the examples, think about what category or categories the video falls into and how it shows solving problems/satisfying needs, engaging, training or a combination which will motivate a viewer to take the action you want: •Value Proposition •Engagement •Brand Awareness •Training •Or something else
  • 29. Market showing your “VALUE PROPOSITION” – what’s in it for the viewer “Engage Viewers” and “Convert to Buyers” when they are ready Build “Brand Awareness” brand recognition Train Effectively – your employees and buyers DIY Video has a place and can be very effective Professional Video Production adds more GENERAL CATEGORIES OF VIDEO
  • 30. DIY – Do it Yourself Video • If you have time time to plan and have some equipment, it can be very effective in getting your message out. • With everyone having a smartphone, you can record anytime, almost any place to gather footage and you should • You can post to Social Media instantly • You can get good results as you practice more
  • 31. DIY – Common Mistakes • Terrible Sound – get a wireless or wired mic and get a camera app like “MoviePro” that lets you monitor sound with headphones or buds • Exposure and color – use a camera app that lets you adjust easily • Too much motion – start recording 5 seconds before and hold your shot 5 seconds after the action. Don’t pan rapidly all over the place. • No pre-planning and lack of continuity shot to shot • No end goal for what you want the viewer to do and/or call to action
  • 32. Testimonial Video Testimonials are a potent convincer because it shows satisfaction with your product or service and helps people identify being in the same situation with the same problems or needs • You see this all the time on TV but it may not have sunk in. There are two general positions for an interviewee to be facing: • Facing the camera when talking directly “to” the audience. Like asking them to do something, “ie: “call me today” • Facing to the side when talking “about” the subject to an interviewer. This is called “off camera”. • Also, there is the “rule of thirds”. The subject should always be facing into the video frame if looking off camera. • It has to look “right” • Use B-roll to make your message more understandable “say it, show it”
  • 33. Testimonial Video Proper Placement of Subject Looks “correct” for a video image talking to camera, facing into frame but “incorrect” on this PPT image because he should be facing into PPT slide Looks ”correct” speaking to camera Looks “ correct” talking to an interviewer off camera and also looks correct for this PPT frame looking into the frame.
  • 34. Testimonial Video • Preparing your subject’s appearance • Sometimes an interview may be spontaneous and you don’t have the chance, but you should try to be certain your subject is neat and presentable • If possible, have your interviewee clean up by giving them a chance to look in a mirror. If a woman, give them a chance to adjust their makeup. • That means being certain hair isn’t messed; use hairspray if you can • Be certain clothes are not askew • Faces are not greasy – just blot with tissue or if possible and you are serious about doing a good job, have powder
  • 35. Testimonial Video • Have your subject paraphrase the question in the answer. • For example, if you are an interviewer not being recorded and you ask if they like your product, you don’t want them to answer just with saying “Yes” because the audience will have no idea what they are talking about • Cue your subject when to begin speaking so they know the camera is recording. • Use an external microphone, a lavaliere, handheld or boom mic, to get good sound • Light the subject if you can
  • 36. Top 10 Simple Strategies for SEO Optimizing Your Video David Smith Top 10 Simple Strategies for SEO Optimizing Your Video David Smith Top 10 Simple Strategies for SEO Optimizing Your Video David Smith Top 10 Simple Strategies for SEO Optimizing Your Video David Smith Top 10 Simple Strategies for SEO Optimizing Your Video David Smith Top 10 Simple Strategies for SEO Optimizing Your Video David Smith
  • 37. Top 10 Simple Strategies for SEO Optimizing Your Video 1)Optimize Title (Use focus keyword) 2)Optimize Description (Start with focus keyword) 3)Optimize Tags (Use Popular Keywords) 4)Find Video Keywords (Get ideas from competitor’s keywords) 5)Upload a Custom Thumbnail
  • 38. Top 10 Simple Strategies for SEO Optimizing Your Video 6) Step Up Production Value and Improve Content 7) Share on Social Media 8) Send to Your Email List 9) Review Watch Time and Increase – Add suspense (left menu > analytics) 10)Encourage People to Subscribe
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  • 40. Optimizing a YouTube Video 1. Find video keywords 2. Optimize your video title 3. Optimize your tags 4. Invite people to comment 5. Encourage people to subscribe 6. Step up the production value 7. Make an eye-catching thumbnail 8. Add closed captions 9. Edit your filename 10. Build links to your channel, not just your videos 11. Share on social media 12. Send an email to your list 13. Embed your video 14. Get ideas from your competitor’s keywords 15. Start your description with your focus keyword 16. Use YouTube’s search bar for keyword research 17. Increase your watch time 18. Review your watch time report in the YouTube Analytics (on your channel’s left menu) 19. Look at your audience retention report 20. Use engagement reports 21. Add some suspense 22. Create keyword rich playlists 23. Get featured on another channel 24. Get interviewed 25. Find your optimal video length (Top 10 most popular YouTube videos average 4.5 minutes with good content – most people’s attention span 2-3 minutes) 26. Improve your content
  • 41. Market showing your “VALUE PROPOSITION” – what’s in it for the viewer “Engage Viewers” and “Convert to Buyers” when they are ready Build “Brand Awareness” brand recognition Train Effectively – your employees and buyers DIY Video has a place and can be very effective Professional Video Production adds more Why Use Video?
  • 42. Professional Video Production Business “Value Proposition” what do you do that a viewer wants; ”What’s in it for them” and what differentiates you from the competition ”Engagement” staying on the radar and being recognized as the source/expert for when a viewer is ready to buy Training Internal/External ”Live Streaming” presenting something live, anywhere Working with a video professional is like working with a “business consultant” who will see things you don’t, can offer input and be able to help you design a message to motivate the viewer to take the action you want! A Video Production Company provides: • Planning • Supervision • Execution • Follow –up When just hiring a Freelancer, they are basically a technician
  • 43. The 3 Phases of Video Production •For Even A Short Three-minute Video, Between Planning, Shooting And Editing, It Can Take Many, Many, Man-hours that you may not realize till you work with a professional crew.
  • 44. The 3 Phases of Video Production •Pre-Production (planning & prep) •Production – (shooting) •Post-Production – (editing)
  • 45. The 3 Phases of Video Production Pre-Production •This Is The Most Important Phase Where Everything Is Planned Out Ahead Of Time. •It Usually Takes The Most Time because here is where the plan for the project is developed
  • 46. The 3 Phases of Video Production Pre-Production • What Message Are You Trying To Get Across To What Specific Audience? • What Type Of Problems Does The Video Solve Or What Needs Does It Satisfy For The Viewer? Otherwise Why Would They Be Interested?
  • 47. The 3 Phases of Video Production Pre-Production • Figure Out All The Necessary Resources Required To Assure The Video Will Accomplish Your Goals. • Determining Objective • Location Scouting • Actor Prepping • Lighting • Sound • Cameras • Approximate Length Of End-product These Are Some Examples Of What Must Be Thought Out Ahead Of Time. Does The Project Require A Script?
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  • 49. The 3 Phases of Video Production The Production Phase • Once You’ve Answered All Required Questions, The Actual Camera Work Begins. On A Professional Shoot, There’ll Be Crew Members Responsible For • Camera Operations • Lighting equipment • Sound • Make-up • Directing The Action To Be Certain Any Planned Scenes Transition Properly (continuity).
  • 50. The 3 Phases of Video Production The Production Phase • Someone May Also Be Keeping Track Of Which Shots Will Be Used (Best Shots For Editing Purposes) And Referring To The Script To Be Sure All Required Shots Are Recorded (continuity). • If There Are Action Takes Involved, No Matter How Simple, Numerous Takes May Be Required Till The Proper Shot And Timing Is Accomplished.
  • 51. The 3 Phases of Video Production The Production Phase Depending On The Type Of Shoot Planned, Many Other Options may be needed: • Teleprompters • Drones • Jibs • Dollies • Specialized Lighting • Etc.
  • 52. The 3 Phases of Video Production Post-Production •This is the editing phase. •Selected takes are digitized, trimmed, and put together on a timeline within editing software. •Animations, graphics, voiceovers, music, color correction etc. are put into place.
  • 53. The 3 Phases of Video Production •5 - minute video = over 800 video and audio items
  • 54. Play Ashbury Video from Shot Show
  • 55. DavidSmith@MarketingDepartmentLV.com (503) 816-9665 David Smith info@aardvarkvideolasvegas.com aardvarkvideo@gmail.com https://aardvarkvideolasvegas.com (702) 897-4477 Richard DePaso If you have a video not performing well give us a call and perhaps, we can help that video bring you better results. If you have an idea for a video bring that idea to us and we’ll look at how we can create a powerful video to help grow your business
  • 56. Get Your Marketing in Motion! Find the Low Hanging Fruit to Grow Your Business Webinar Series by Las Vegas Marketing Department Team 9-10am, 1st & 3rd Tues Each Month August 6/19 - Feb 18/20 Create rapid business growth by activating low hanging fruit strategies that produce large results with little effort. David Smith President, Moderator Katia Di Egidio CEO Tori Jones Web Dev Stan Shields List Growth Gordon Jones Managed IT Debbie Kluska Reputation Josh Line Photography
  • 57. Richard De Paso Video Production Devin Sheffield Video Production Katie Waechter Social Media Guy Dawson PR Ed Faruolo Branding Shermara Walker HR Consulting Each team expert presents their best low hanging fruit strategy designed to propel your business forward.
  • 59. Webinar Schedule: 1st & 3rd Tuesday 9-10am Oct 1: Business Systems and Automation | Gordon Jones Sept 17:Take control of your relationship marketing. | Katia Di Egidio Aug 20: The Power of an Effective Brand Image | David Smith Aug 6, 2019: The Low Hanging Fruit, Tactics to Fit your Strategy | David Smith & Katia Di Egidio Nov 5: How to create or update a video marketing strategy for your business. | Richard De Paso Oct 15: The 5-Step Online Review System for Business Growth | Debbie Kluska Sept 3: Creating Multiple Income Streams – Low Hanging Fruit | Stan Shields Nov 19: 5 ways to fully integrate your website into your marketing process. | Tori Jones Dec 3: Creating a Positive, Engaging Team Culture | Shermara Walker Dec 17: Designing a Social Media Marketing Strategy | Katie Waechter Jan 7, 2020: Leveraging the Power of Media for Business Growth | Guy Dawson Jan 21: Social Justice – When It Does/Doesn’t Make Sense | Ed Faruolo
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  • 62. Market showing your “VALUE PROPOSITION” – what’s in it for the viewer “Engage Viewers” and “Convert to Buyers” when they are ready Build “Brand Awareness” brand recognition Train Effectively – your employees and buyers DIY Video has a place and can be very effective Professional Video Production adds more Why Use Video?
  • 63. People don’t want to read anymore – They want to see/hear With Video Tell How you solve client problems and satisfy their needs Grow Your Business With Video When You Search for Information on Online do you want to read or see? Systems GROW YOUR BUSINESS WITH VIDEO Why Use Video?
  • 64. Long-Term • Your objective: • What are you ultimately trying to achieve? Long-Term • Your exit strategy or end game • Transition, valuation, structure Short-Term • Planning and execution: • How are you going to get there? Short-Term • Are your tactics in line with your strategy? Long-term vs. Short-term
  • 65. Growing solutions Sales and Marketing Strategy and Tactics Leads Conversions Transactions Pricing Profits
  • 66. What Are Low Hanging Fruit Tactics? 1. Short-to-Immediate Time Frame 2. Low Effort Compared to Higher Return 3. Little Training or Preparation 4. Simple vs. Complex
  • 67. Examples of Low Hanging Fruit Tactics • Optimize Domain Registration • Refine Elevator Speech • Upsell current and past clients • Update website content • Manage internet reputation • Optimize existing YouTube videos • Give employees a party. • Send thank you notes to clients
  • 68. Longer-Term Tactics 1. Create new networking connections. 2. Create a joint venture arrangement with another business. 3. Redesign your website. 4. Launch a marketing campaign. 5. Create a new product line. Longer Term Tactics
  • 69. How to Identify Key Low Hanging Fruit Strategies 4 Criteria 4. Fit Ready Market Who is ready to buy now? 3. Fit Current Inventory What is market ready now? 2. Fit Current Budget What can you afford to do on this month’s budget? 1. Fit Current Skills List your top skills
  • 70. 0 2 Weeks 3 Months 1 Year 2 Years 3 Years Long Term Long Term Short Term Long Term Short Term The Value is in the NOW Results • You may produce greater results in the long term, but they won’t pay this month’s bills! • Leverage short term tactics to finance longer-term programs.
  • 71. Your Toolbox How to check that you are watering your low hanging fruits… Profit and Loss Balance Sheet Cash Flow Statement Operating Budget Ratios and Trends
  • 72. Elevator Pitch Existing Clients Customer Appreciation Affiliate Marketing Social Media Branding Blogging 0 100 200 300 400 500 600 How to evaluate success Know why your tactic succeeded and fits your strategy.