THE ULTIMATE FIELD GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS

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Luke Wade
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1 THE ULTIMATE FIELD GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS

2 THE ULTIMATE GUIDE FOR CREATING FILMS THAT TABLE PRODUCE OF CONTENTS RESULTS TABLE OF CONTENTS CHAPTER I Why Film: The Statistics CHAPTER 2 Why Film: How Our Brains Absorb Information CHAPTER 3 Why Film: The Different Types of Film Available to You CHAPTER 4 Step 1: Prepare CHAPTER 5 Step 2: Plan CHAPTER 6 Step 3: Produce

3 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE INTRODUCTION RESULTS INTRODUCTION Prospects and existing clients frequently ask the Cross & Crown team the following question: Why should I use film on my website or in my pitch? While there are a variety of answers that could be given, we will focus on three primary reasons. This field guide is intended to give you a closer look at using film in your marketing portfolio and what you need to know to create films that not only look great, but also generate meaningful results.

4 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 1 CHAPTER I WHY FILM: THE STATISTICS

5 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 2 THE STATISTICS SAY... The answers the team could give to the introductory question, combined with the supporting analytics covering the ROI of film are voluminous. LOOK AT THE FOLLOWING STATISTICS PROVIDED BY HUBSPOT: Placing a film on a landing page can boost conversion rates by up to 80% 92% of mobile film consumers will share a film they enjoyed with others 64% of all consumers are more likely to purchase a product online after seeing a film about it 80% of film consumers can recall the specifics of a film that they ve seen within the last 30 days Film ads increase purchase intent by up to 97%, and positive brand associations by up to 139% In February, Small Business Trends reported that film is THE hottest trend for marketing in YouTube still dominates the film market, but Instagram, Facebook, Snapchat, and Periscope have joined in the film trend, and small businesses are jumping in. Small Business Trends states that: over half of marketers responding to the 2014 Film Statistics study by Invodo said that film offers a higher ROI than any other type of content.

6 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 3 CHAPTER 2 WHY FILM: HOW OUR BRAINS ABSORB INFORMATION

THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 4 OUR BRAINS ON FILM Dr. James McQuivey says the value of a 1-minute film is 1.8 million words. Film is much easier to mentally digest.

You simply watch what s shown to you. The added benefit of this mental-power-saver-mode is that your brain s processing power is freed up for emotional connections.

7 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 4 OUR BRAINS ON FILM Dr. James McQuivey says the value of a 1-minute film is 1.8 million words. Film is much easier to mentally digest. Visual information is processed up to 60,000 times faster than text. This allows the brain to mostly shut down there s no interpretation required when watching a film. You simply watch what s shown to you. The added benefit of this mental-power-saver-mode is that your brain s processing power is freed up for emotional connections. It s easier for us to connect to an image shown to us onscreen than it is when we re reading text, and that emotional connection aids a consumer when they re making a buying decision. For example, who can forget the iconic Volkswagen Passat commercial that aired during the 2011 super-bowl? (click the image below to play the film)

8 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 5 It featured a young Darth Vader attempting to levitate a variety of objects using the Force. He traveled through his Outpost (i.e., his home), using the Force unsuccessfully on unsuspecting objects such as the high-chair, a doll, and his lunch. Young Vader had almost given up on the Force when he approached his arch nemesis, the Volkswagen Passat. He stretched out his arms, willing his nemesis to power up. Much to his delight, the lights beeped and the car roared to life! (Young Vader didn t know that it was his dad in the kitchen pushing the auto-start button) Describing this film doesn t create even half the emotional connection with the VW brand as watching the film. Reading the paragraph above takes 60,000 times more mental processing power. Who wants to spend 60,000 times more energy just to be convinced to buy a car? (that process is difficult enough!) FILM IS A TYPE OF COURTESY TO YOUR VISITOR. Including film on your website, in your e-blasts, and in your other marketing campaigns says to your prospect let us make this buying journey less painful and more enjoyable for you. Film helps you tell a compelling story that engages more of the viewer s senses, it allows prospects and customers a way to digest information that is less mentally straining, and with some of the new film technology, customers can now PERHAPS A BETTER QUESTION IS, WHY NOT USE FILM? Our team has tried to answer that question for you here.

9 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 6 CHAPTER 3 WHY FILM: THE DIFFERENT TYPES AVAILABLE TO YOU

THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 7 TYPES OF FILM AVAILABLE Hopefully you are at least slightly more convinced of the power of film.

10 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 7 TYPES OF FILM AVAILABLE Hopefully you are at least slightly more convinced of the power of film. We hope you have started asking the question: Ok, film works. But what TYPE of film is most effective for my needs? Great question! Cross & Crown recommends 6 different types of films explained below that can help you grow your business. The type that is right for one season of your organization may not be the right choice for a different season. This is why discovery is important (see the next section for details). Adequate discovery at the front end of the film engagement ensures that you have chosen the right type for your organization s needs. 6 TYPES OF FILM 1. Brand Film: This type of evocative film is focused on explaining the brand of a company rather than the products that the organization sells. 2. Explainer Film: Explainer films are a fantastic way to introduce a consumer to a new or foreign concept, or emphasize on how your product is different from other products on the market. 3. Product Film: Product films are purpose-built to give consumers a better look at a product that they want to buy. Product films are centered around promoting and showing off a product its features, abilities, and special aspects that make it worth the consumer s time and money. 4. Interview Film: Interview films are essential for good storytelling. Consumers don t just want a polished look at the brand and corporate image of a small business they want to

THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 8 become more intimate with small business owners and employees, and see what makes a small business more special than their monolithic,

11 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 8 become more intimate with small business owners and employees, and see what makes a small business more special than their monolithic, corporate giant competition. 5. Testimonial Film: It s one thing to get a written review or testimonial about your product or service it s another thing entirely to produce a slick, well-made film about the experience that a consumer had with your company. 6. Event Film: Event films are somewhat more specialized, but can help you expand your audience when done well and posted on social media websites consumers like knowing that the companies they buy their products from are active in their market, and attending the events and conferences that they would be expected to. If you want to see what some of these different types of films look like, click the image to the left. It will take you to our 2016 film reel that includes a short demo of each different film type. Once you have determined that you definitely want to incorporate film into your marketing outreach, the next 3 steps outlined in this field guide will help ensure that you create a film that will grow your business or nonprofit.

12 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 9 CHAPTER 4 STEP 1: PREPARE

THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 10 PREPARING FOR YOUR FILM Benjamin Franklin once said, By failing to prepare, you are preparing to fail.

13 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 10 PREPARING FOR YOUR FILM Benjamin Franklin once said, By failing to prepare, you are preparing to fail. If you have been in business any length of time, you know the importance of preparation, discovery, and analysis in reaching your objectives. BEFORE YOU AND YOUR TEAM EVEN THINK ABOUT STARTING A FILM, DEVELOP A SET OF QUESTIONS. Use the questions as qualifiers when you sit down to talk with a film producer. Our team regularly asks the following standard questions during a discovery interview: 1. What is the purpose of your film? 2. Have you established a creative vision for your film? 3. Who do you hope to target with this film? 4. What do you want people to think, feel, or do as a result of watching your film? 5. Where will you be using the film? 6. What is your budget? 7. Do you have actors lined up for your film? 8. Have you roughed out a film script? 9. Does your film need a script? Here are some actual questions we ve received from clients that might help you as you plan your film strategy: 1. Do I have to be in these films or do you hire actors? 2. None of our staff has any acting background, will that matter? 3. Who sets the creative vision for the film? 4. Will the film be used on multiple channels? 5. Are we just going to do a talking head film, or will your firm provide something unique and memorable?

14 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 11 NEED SOME GUIDANCE? Not sure exactly what questions to ask, or where you are in the film discovery process? Take this simple needs assessment survey. Once we receive the assessment, a member of our team will call you back and provide a complimentary 30-minute call to discuss your needs and goals and help you determine what your next steps look like. There is no obligation to purchase our services. This call is free to you. 6. What film trends should we pay attention to as a business, and which should we ignore? Why? 7. Do we have a different film strategy for each of the business stages we are in? (startup, growth, expansion) And if so, should we do all the films at once so that as our business expands, we can just change out the films? 8. Can you show me some examples of films that you ve made for clients that have a good ROI? 9. How will film fit into our overall communication strategy and how can you ensure that it does? 10. Where is your research to support film works for a myriad of different generations, business sector leaders, etc.? 11. Does film impact the click-through rate, and if so, by how much? 12. Do you recommend we include film in our marketing? If so, do you have any statistics on subscriber-to-lead-conversion marketing rates with s that have film vs. those that don t have it? 13. Will you create a script for the film, or is the film all ad lib? 14. What is the formula that you use to ensure that every film you do for your clients is successful? (e.g., what is your repeatable process) 15. How long does it take to produce a film? 16. Do I get the copyright to the film? 17. What is the production process? 18. What kind of films are there? Are these like Vlogs or are these like mini-documentaries or something in between? 19. Will film slow down my site on computers? 20. Will film slow down my site on mobile devices? 21. What is the point of using film anyway? How will that help me get more leads? 22. Does having a film on my website really make that much of a difference? 23. Will film really differentiate my organization if everyone else is using it now? 24. I m a baby boomer and my clients are too -- does film really make that much of a difference for my prospects? 25. I don t have a huge budget. Can we still afford film? 26. How long should the films be? (do you have research to back this up?) 27. How much does it cost? 28. Can I shoot the film myself on my phone? It shoots in HD.

THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 12 CASE STUDY: NORTH MOUNTAIN FARMS Cross and Crown had the privilege of working with North Mountain Farms, a community of sheep and dairy

15 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 12 CASE STUDY: NORTH MOUNTAIN FARMS Cross and Crown had the privilege of working with North Mountain Farms, a community of sheep and dairy cow farms making artisan cheeses available to the consumer. THE CHALLENGE North Mountain Farms was started by two farmers who created an incredible product. The challenge was their team didn t have an online platform where they could market or sell their product. North Mountain Farms wanted to create a brand and website that showcased the quality of their product line and helped connect the consumer to their product line. To accomplish the goals North Mountain Farms presented to our team, we provided them with a full suite of services: THE OPPORTUNITY North Mountain Farms picked Cross & Crown because of our approach to storytelling and our experience with similar brands like Trickling Springs Creamery. North Mountain Farms used our full suite of services so we had the opportunity to collaborate across the entire scope of their marketing. This resulted in an engaging brand that is true to their style. The story we captured is fun to tell. It also helped that their product was exceptional (who doesn t like delicious cheese?) Branding Packaging Design Web Design & Development Product Photography Video The website provided a foundation to connect the consumer with the farmers. The video campaign generated exceptional engagement on social media immediately, drove traffic to the website and helped it generate revenue in its first month after launch.

16 T H E U LT I M AT E G U I D E F O R C R E AT I N G F I L M S T H AT P R O D U C E R E S U LT S 1 3 T H E R E S U LT S (Click to see the website live or view the video) NO R T H M O U N TA I N FA RM S STYL E G U I DE PRIMARY LOGO & IDENTITY STYLE GUID E PRI M A RY LOG O C OLOR

17 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 14 CHAPTER 5 STEP 2: PLAN

THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 15 PLANNING FOR YOUR FILM Preparing and planning are not the same thing, but it is important that you accomplish both.

18 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 15 PLANNING FOR YOUR FILM Preparing and planning are not the same thing, but it is important that you accomplish both. Preparing has to do with asking the right questions PRIOR TO selecting a film team. Planning happens once you have selected a film team and have agreed to the high-level project parameters. The most important steps for planning your film are outlined and described below. DETERMINE THE CREATIVE DIRECTION The film team and key stakeholders at your organization will jointly determine the creative direction for the film. This will vary based on the type of film you have chosen (discussed earlier). A creative vision may be metaphorical or literal, it may have many participants or only one, it may be shot in one location or only one. The creative vision can be as broad as your imagination, but must be appropriate to the overall purpose of the film. Creative Direction and concept will also determine the style and format of your film. LENGTH OF FILM In conjunction with determining the driving concept of the film, the team will establish the film length. Generally, films should not be longer than 5 minutes, as you will lose your audience s attention. The sweet spot for product, explainer, or brand film is about 1 minute. Testimonial, interview, and event films can be longer. OUTLINE THE SCRIPT At least at a high-level, the team should create an outline for the film. Don t leave what the participants will say to chance, prepare a script. A script is necessary for films with voice-over

19 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 16 narrations, hosts, and scenes with character dialogue. Parts of the script may be personalized to the participants, as long as they practice those customized sections prior to entering the filming location. DETERMINE ACTORS/PARTICIPANTS Who within your organization is great on camera? Who is a natural in front of people? You might consider them to be a part of the film. If you don t have any in-house talent, consider hiring someone, although this adds to your production cost. Not sure how any of your in-house staff might perform? Consider requiring a screen test for the key stakeholders you identify as possible actors in the film. SCOUT FILMING LOCATIONS Prior to producing the film, your team may need to scout where you will be shooting, determine the guidelines for using that location, research if there will be any conflicting events at that location during the times that you want to shoot, and arrange the necessary permissions to use that location. If your film team says, Oh, we never go to a location before we shoot there, we just wing it and rely on our creative inspiration, make sure that they have at least a high-level understanding of the location and it s rules and regulations. There are many times location scouting is not necessary or possible, so in these cases, make sure that you and your film team have had at least a discussion about the location. Once you have accomplished each of these segments of your film plan, examine the plan holistically to ensure that every aspect is on brand with your core identity.

20 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 17 CHAPTER 6 STEP 3: PRODUCE

21 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 18 VIDEO PRODUCTION CREATIVE BRIEF PRODUCING YOUR FILM PROJECT NAME DATE: CLIENT AUTHOR: PROJECT PURPOSE why? Congratulations! You have made it to the final (and most enjoyable) step of the film process the production phase. This is where you finalize a couple of logistical details with your team to ensure they are picture perfect for film day, and then turn it over to your film team and watch the magic happen! OPPORTUNITY ultimate impact? In this phase, you will need to accomplish the following prior to the actual film day. OBJECTIVE what does the project work to achieve? WRITE A CREATIVE BRIEF It is important to share a creative brief with each of your participants. It doesn t have to be long, but it does have to familiarize them with the big idea behind the film and what it is trying to achieve. Not sure how to create a creative brief for your participants? Click the link to the left to download a template. FINALIZE THE SCRIPT If you have already written the script, now is the time to fine tune it and make sure it has a green light from the key stakeholders in your organization. Each of your film participants should receive a finalized copy of the script so that they can practice their parts before their scheduled practice date (see next paragraph). PLAN PRACTICE TIMES OR DRY RUNS WITH PARTICIPANTS To ensure that your participants run through their script prior to the day of shooting, we recommend 2-3 scheduled practice times. The objective of these dry runs is to give

22 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 19 participants time with the materials so that when they get in front of the camera, they will be at ease. Dry runs should not be the first time your participants see the material. Rather, they should come to the practice time having read and memorized (if necessary) their parts. FINALIZE THE FILMING SCHEDULE WITH YOUR FILM TEAM Make sure to work closely with all the key participants in the film schedule: your actors, the film team, location sites, and any key stakeholders. Obtain advanced permission in writing from locations and participants. If the filming is going to occur outside, start watching the weather at least a week in advance and make sure to check the night before and morning of the shooting. Keep in close contact with your film team and all participants if, let s say, snowmageddon threatens to disrupt your scheduled shoot! PRODUCE THE FILM Though you will undoubtedly be on site while filming is happening, this is the point of the process where you can exhale and let your film team take the lead. You ll be there as coach and advocate, to encourage staff behind the camera, but you won t have to direct each piece. That is your filmgrapher s job at this point.

23 THE ULTIMATE GUIDE FOR CREATING FILMS THAT PRODUCE RESULTS 20 FINAL WORD PHEW! ALL THAT WORK JUST TO PRODUCE A 1-3 MINUTE FILM? Well, yes, if you want your film to turn out the best it possibly can, stay on scope and budget, and create an engaging product. The more you prepare and plan at the front end, the better your end results will be! Still have questions? Or would you like to see a sample of our work? Check out our 2016 film reel on Vimeo, or visit us online to learn more about our services, our past clients, and how we can help you add film into your business and marketing strategy. ABOUT CROSS & CROWN We strengthen the work of nonprofits, businesses, churches, and other organizations by helping them tell their stories in creative and innovative ways. Using web, film, apparel, and print, we consistently raise the bar and set new standards for relational design and development. Contact us today to see how we can help!

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