No Signal Strength: Why Your Videos Fail to Communicate

no signal strengthwhy videos fail to communicate

begin at the beginning follow the trends fundamentals for great video go big or go home

begin at the beginning

the can without the brand is just soup.

website

communication begins with a purpose. obvious? look around.*

but most of us are stuck with words, the least efficient—and most persistent—form of communication.*

the leap from words all the way to video is a big one.

but imagery, charts, graphs and motion on your site are a bridge to video

follow the trends

The old media mix is breaking apart: 50% of Americans consider their computer an equal option to watching TV

(thanks, YouTube)*

and it’s not just for the young

gen Y or Millennials (18 - 34) has highest percentage using the web to watch video

but the same percentage of Gen X do so almost half of young boomers (45-54)

watch online video

1.8 Million Words

“that’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.”

http://www.videobrewery.com/blog/18-video-marketing-statistics

75%that’s the percent of executives who told Forbes that they watch work-related videos on business websites at least once a week. The results breakdown: 50% watch business-related videos on

YouTube 65% visit the marketer’s website after

viewing a video


59%according to Forbes Insight, that’s the percentage of senior executives who’d rather watch a video than read text. About 50% of those who viewed an online marketing video went on to make a purchase for their business.


200%the Forrester Marketing group surveyed businesses in 2010 and found that when marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.


51%one online marketer reported a 51% increase in subscriber-to-lead conversion rates when video was included in an email marketing campaign


more web video is inevitable but getting yours watched and remembered is not.*

so far, it’s déjà vu all over again

okay, let’s be real…1. my budget sucks2. so I hired an in-house videographer3. to capture our webinars originally4. but now we figured he/she could make

marketing videos, too5. but the result is not all that satisfying

okay, let’s be real…1. we are not invested in great video2. and all I got was “this lousy t-shirt”3. to capture our webinars originally4. but we’re starting to learn that

“marketing greatness” is a far cry from “reporting events”

5. and the result is, yeah, I know, “you get what you pay for.”

fundamentals for great video

brevity isn’t just courteous; it’s smart1

—

10 secondsthat’s how long you have to grab the attention of viewers in a video marketing clip.

according to research by Visible Measures,—20% of your viewers will click away from a video in 10 seconds or fewer.—33% of your viewers will go by 30 seconds, —45% of them by 1 minute —60% by 2 minutes


that probably means we should develop a creative driving concept to frame our videos2

formula for success:1. brand and vision2. budget3. actors4. script5. director6. editing

formula for success:1. brand and vision2. tiny budget3. employees4. preparation5. an engaged director6. editing

formula for success:1. imagination

success:1. callback ratio increased from 54% to

87%2. bleed ratio (the number rejecting

offers) decreased by 2.5%3. the firm quickly moved up the class

ranks to appeal to better-performing students

great video begins not with acamera but withideas and ascript in mind—lots of ideas that are rejected or salted away for next year

until you agree on a plan to improve on —and expand—the original idea

connect left brain to right3

be authentic…but practice4

don’t limit video to recruiting5

bring your positioning to life

https://www.youtube.com/watch?v=c2aP2VqYWQc






introduce your firm in a spirited way

explain how you approach your work

lend passion to your mission

gene for greenfield/belser

invest in video case studies

video—film, as it were—is not your only option

finish with polish6

go big or go home

six LED lights, cables and stands audio recorder, cables, headphones, microphones, adaptors,

second mic for on-camera sound two 7D cameras, extra batteries, battery chargers three lenses, four memory cards (2 16GB and 2 32GB)

external hard drive, AA Batteries, gaffer tape, make-up, memory card reader, FireWire, glider, steady-cam

Calumet monitor with extra battery extension cord, tripods for cameras, back-up camera tripods for

lights and backdrops, microphone stand, backdrops laptop with teleprompter software, if scripted cables for laptop to TV

No Signal Strength: Why Your Videos Fail to Communicate

Marketing

Transcript of No Signal Strength: Why Your Videos Fail to Communicate