Video Marketing: Telling a persuasive story.
Aaron W. Hautala Creative Director RedHouseMedia About me. President Cuyuna Lakes MTB Trails Regional Leadership Advisor Midwest IMBA
Step #1 Start with what, how, and why?
Question #1: What s your goal in creating this video? What one thing do you want to happen after a target customer watches the video?
Question #2: How are we going to make that one thing happen? What s our angle? Our pitch? The strategy!
Question #3: Why should your target customers care? What s the value to them? Speak about your customers, not about you. Focus on the word target.
Why this matters: Your job is to create favoritism toward your product in the hearts and minds of your customers. They might not buy today, but when they do, they re coming to you first.
How? We need to build familiarity. We need to build trust. (Through video)
Case Study #1 The Swagger Wagon. https://www.youtube.com/watch?feature=player_detailpage&v=ql-n3f1fhw4
Case Study #1 The Swagger Wagon. Is it natural for young familes to desire a minivan as their first choice? How could that perception be changed? In a world of choices, I now have a favorite.
Step #2 Determine the type of video based on what your objective is.
Video Type #1 Viral. Outside your website Sharing is everything New Unexpected Different Goose the system :30-1:30 Video Type #2 Positioning. On your website Brand Culture Your Advantages Customer Stories :30-5:00 Video Type #3 Edutainment. On your website FAQ How to Customer Service Length depends on what you re answering
Step #3 Think. Create. Plan.
Think/Create/Plan tools Video Script (Two Column Document) - Identify A-Roll - Identify B-Roll - Identify Voice Narration
Think/Create/Plan tools Video Script (Two Column Document) - Identify A-Roll - Identify B-Roll - Identify Voice Narration Video Storyboard - Visual synopsis
Benefits of these tools: Gain buy in from decision makers Allows you to see flaws, omissions Easy to make changes on paper Creates a capture timeline, a shot list
All this talk about strategy makes me sleepy. Let s watch a video! :)
Case Study #2 The Dollar Shave Club http://www.youtube.com/watch?v=zug9qytjmsi&feature=player_profilepage
Case Study #2 The Dollar Shave Club Did it break through? Was it politically correct? Did it matter?
Step #4 The tools.
HD Video Camera The tools. Lights Audio Microphones Stabilizers Voice/Narration Music Bed / Sound fx Editing Workstation Editing Software Digital Storage Video Hosting Advil
Step #5 Video capture must-do s.
Video capture must-do s. 1) Have proper lighting 2) Use a tripod (Unless desired effect) 3) Pan at a subtle pace 4) Take it easy on the zoom 5) Use transitions in editing sparingly 6) Have good source audio 7) Capture knowing the end media
Who says video has to include video? When video animation can say it better.
Case Study #3 Odor Check - Meet Stan https://www.youtube.com/watch?v=q6lekbfjt5a&feature=player_detailpage
Case Study #3 Odor Check - Meet Stan Stan allowed us to explain the product quicker. Stan allowed us to have fun. Stan allowed us to provide brand personality
Step #6 How to convince a board or a boss, video is the right choice.
One video, many medias. Website/Intranet Facebook Twitter LinkedIn YouTube, Vimeo enewsletter Video Monitors Print via QR code Broadcast/Cable Movie Theater Blog DVD, Flash Drive
In Review. Step #1: Start with what, how, and why? Step #2: Select the type of video based on your objective. Step #3: Think. Create. Plan. Step #4: Know thy tools. Step #5: Remember the video capture must-do s.
Thank you. Presented by Aaron W. Hautala Creative Director, Owner RedHouseMedia Brainerd, MN 218-454-3210 ext 1 aaron@redhousemedia.com www.redhousemedia.com