A Simple Upsell for Corporate Clients

I did this a while ago and just noticed that I forgot to make the 60 second one public.

So I made it public and thought I’d make a short point:

If you’re going to do a 2 or 3 minute corporate video, it’s quite simple to also produce a 60 second version for Instagram or Facebook (or for an email attachment).

This first one below was the 2 minute or so corporate video for Belvoir Castle.

Since the Duchess has a 20-something Marketing Executive, Instagram is now the big thing. Not sure what it’s doing for them since the Instgram public is not necessarily the big-spending public that the castle is after, but hey, it’s pretty simple to do a 60 second version once you have the main one.

Just pick a fitting piece of music that’s 60 seconds long, drop your longer timeline onto it, and start deleting footage down to the essentials and fit it to the music. Add some graphics and you’re done. I know it could be fancier, but does it really need to be?

Spin a 60 Second Instagram Version off Your Corporate Video

Some of you may have seen a few of the videos I’ve been doing for the Duchess of Rutland. She got the video bug all of a sudden about 6 months months ago after realising that shoot video I did for them was bringing in big spending foreigners to the Belvoir shoot.

She also got a 20-something Marketing Director in who got her all jazzed up on social media, particularly Instagram and they have a successful account going there.

So now I’m having to make 60 second versions, and sometimes exclusively a 60 second video for their Instagram account.

For their website, however, I produce longer, more informative videos on their main subjects or services (weddings, corporate events, Gardens and one on Capability Brown–England’s most famous landscape architect) whose last design happened to be for Belvoir Castle, a fact only discovered in the Belvoir Castle archives a few years ago.

Anyway, I was busy doing the usual corporate style videos for the website (Gardens and Corporate), and was asked by the Marketing Director to do an Instagram version.

In two cases I just chose some appropriate music and condensed the B roll into a 60 second edit because there was no way to edit down the narrative to 60 seconds.

In one case, I was able to make a sensible narrative in the 60 second time limit, so now I’ve done both.

I then wrote the Managing Director of another marketing company that uses me exclusively for videos and showed him what I’m about to show you–suggesting that for future contracts, we add in the offering of a 60 second version for any company that also has an Instagram account. And charge them for it, of course.

He thought it was a good idea and I’m passing it on to you, hoping that I’m not teaching my grandmother to suck eggs in the process.

So here’s the usual corporate video:

And the Instagram version:

And by the way, if anyone is reading this far:

Shot on the Sony PXW X70

All hand-held, except for sit-down interview, of course. Stabilised as necessary with FCPX.

Edited and Graded in FCPX (following Denver Riddle’s excellent video on using FCPX’s new color tools)

And, something new! I bought Izotope’s RX6 Advanced when there was a recent offer, paying only a few hundred for an upgrade from RX6 Standard (hey, I’m not rich and the price for Advanced is usually over $1000).

My oh my! I used it on the Duchess interview to handle room echo and clothes rustle. The former was not my fault, the latter was.

One click and less than a minute of processing for the entire interview and you’re listening to the otherwise UNMIXED result. (I normally–even with RX6 Standard) spend a lot of time mixing to get the sound good. The RX6 Advanced result was so good I just left it as it was. Presence, warmth, clarity.

RX6 Advanced is lightyears better than anything else and even worth the $1000 price tag to have it in your FCPX toolbox. For anyone interested, my last blog was all about that with reference to the same video above (but you can hear the before and after there.)

 

Using Local Talent vs. Actors in Corporate Videos

I was doing a little maintenance on the Video Whisperer website and found an article I had written that somehow didn’t make it into the Run and Gun Videography book. The basic idea was written into the book in other ways, but in seeing this I felt it was quite well written and informative and worth sharing on the blog. Here it is:

Using Local Talent vs. Actors in Corporate Videos

Most of the business/corporate videos on this site were done with local talent–specifically, the actual people who work at the business, including owners, directors and regular staff.

Heavyweight Air Express was a medium-sized, but global company venturing into the video realm. They immediately thought to hire a professional actor to do their video. I advised against it, and whilst my opinion, when I told them why, they decided to go with their own talent.

In the case of Heavyweight Air Express, it wasn’t that they couldn’t afford to hire a pro for the job. In the case of smaller businesses, the additional cost may indeed be an important factor, and could even be the reason for not even considering having a video done due to perceived high cost.

The good news is that a high quality impactful business video is quite affordable, notwithstanding the fact that it should rapidly pay for itself.

As to pro actor versus local talent, here is my opinion and essentially what I told Heavyweight.

Firstly, think about those big companies who use professional talent on TV commercials. We know they’re actors and we know they’re paid and we know they’re reading script. The only reason that doesn’t bother us is that we ALREADY KNOW the company, its products and services, precisely because they’re already big.

Now let’s consider we were watching a commercial for a company we never heard of and that a professional actor was presenting. Well, we can tell at once that he or she is a professional actor, and we know that they’re being paid and reading script.  Suddenly those factors that didn’t bother us with the company we already know come into play in a different way with the company we never heard of. To a certain degree we suspect that is it just “hype”. Afterall, it’s a professional actor reading a script with perfect hair and all the right hand gestures.

Now let’s take that same company and use it’s actual president, CEO or owner.  First off, we can tell it’s not a polished pro. We can tell this is the real guy and that he’s putting his reputation on the line. So what he has to say–if it’s a subject we’re interested in–has a little more credibility. And we tend to give him a chance. We listen. We don’t just toss him off as a bit of marketing hype.

Secondly, people who work for the company and believe in it and its products and services are emotionally attached. They know what they’re talking about. They’ve dealt with the products, services and the customers who use them. And we can tell that too.

So the question becomes, how does one get a “regular guy” to come off well in front of the camera.

That’s pretty simple and is something a director is trained to do. But in terms of content (how we get them to say what we want them to say), here is where the Video Whisperer differs from most other video production companies. We don’t try to script it. “Remembering script” or “remembering what to say” is the downfall of any attempt to produce a marketing piece for a business, because people who are not trained actors have trouble with that sort of thing–and you can tell.

Instead we do it on an interview basis. We have an informal chat–interview if you like– with the camera rolling. Sure there are plenty of bobbles and mis-starts and all else that is part of normal human conversation. But as soon as we start talking about a subject that they KNOW SOMETHING ABOUT or have a particular EMOTIONAL CONTACT with, they suddenly start sounding quite natural and start coming off quite professionally–having completely forgotten about the camera.

Such interviews may last 20-40 minutes or more. And from that, the job of the editor is to distill from all the footage the essence of what we want to impart to the potential customer or client. That means there are a lot of “cuts” and that means often things are put together in a sequence differing from how it actually came off in the interview. That doesn’t matter. What matters is that, in the end, they provided the material necessary to being able to put together a marketing piece for the company just as if it had been scripted to begin with. And the best part is: Some of the things that come up in an interview one would never have thought to script!

When The Interview Is Just Too Good

I covered pretty extensively in the book Run ‘n  Gun Videography–The Lone Shooter’s Survival Guide the secret of interviews and how to edit them.

The problem, of course, is that most of the people you’ll be interviewing have either never been interviewed before or they’re marketing people who have tons of ‘talking points’ stacked up in their heads that they just roll out when a questions seems somehow vaguely related.

In the first case, if you don’t handle it right, they will come off weak and unconvincing because the person is introverted and not speaking from the heart.

In the second case they will come off weak and unconvincing because the viewer will instantly recognise the marketing hype, immediately reject it and go to the ‘user review’ section to find out what real customers think about the product or service.

In either case, editing becomes the task of creating a narrative that best forwards the marketing message. And in both cases, this is achievable–sometimes better than other times.

Anyway, we ran into an unusual situation recently.

For starters, the production executive in charge of the multi-million dollar installation was surprisingly young. He was also very well spoken.

The 25 minute interview for the 3 minute video was almost 100% usable just as he said it.

What to do?!!

First off, this was a testimonial-driven corporate video as most of mine are. In other words, we are interviewing the client’s client. The video is for Company A who have produced a product or service for Company B. We don’t bother interviewing Company A (the producer) because of course they are going to say their product or service is wonderful. But is it really? Let’s ask their customer–and that’s the strength of corporate videos based on customer reviews. The viewer doesn’t have to scroll on down to the user review section because this video IS a customer review.

Anyway, turns out it was very difficult to cut this one down to 3 minutes. There were so many options.

Usually I have bits in there at the beginning and end talking about the producer of the product or service (our client). And in the middle a bit about the actual product or service.

Every version of the edit using that template was just too long.

In the end I opted to have the interview only talk about the producer (our client), not what they produced (and industrial automated conveyance and sorting system).  Even that was hard to get down to 3 minutes.

This does pose a small problem: Normally the B roll in the edit should roughly correspond to what is being said. That’s integrated story-telling and easy to follow.

In this case, while he talked about the company that provided the service, I had no choice but to show in the B roll the actual system that was produced. Of course the two are related, but he’s not talking about what I’m showing.

Marketing Viewpoint

In an upcoming update of the Run and Gun videography book mentioned above there will be a few more chapters that I wrote a few months ago. One of them is called ‘Marketing Viewpoint’. In essence, one has to assume the viewpoint of the eventual target audience you are selling to. It’s what they want to know that’s important, not necessarily what the video client wants to say. The video is for future customers, not the board room executives.

In the case of this video we knew that the potential customer for a multi-million dollar automation system would well know what such a system looks like and does. He’ll have done his research. So he’ll be far more interested in what an actual user thinks about the product than having the system explained. The purpose of the video is to get him to contact our client for more information. It is then that he can ask more questions or arrange a meeting. Job done as far as the video goes.

As you, reader of this blog, are probably not in the market for warehouse automation, most of this might go over your head. So you might have to watch it twice. First listen. Then watch. You’ll find, in both cases, that the video showcases our client’s service, but it is the narrative that is doing the real hard-sell.

The following videos were directed and produced by Leapfrog Marketing (Alan Myers – 0116 278 7788) in association with The Video Whisperer.

2fer

(Two for the price of…)

After the shoot the client requested of Leapfrog that I send them the raw GoPro footage unedited. I did.

They like it so much they asked for an edit (you know, take out a few of the bobbles and add some titles).

I decided to take my chances and do something a bit different, so I crossed my fingers and we sent them this:

 

A Great Cartoon Program from FCPX Effects.com

Apologies for being quiet lately.

Anyway, I recently had an interesting project. Kind of a hybrid ‘white board video’ but using live action.

In this case, the client wanted, in part, to show off their new facility–an innovation center where new clients can come in and be advised on specialised packaging using multi-functional computer screens, 3D printing, small scale models–and just about anything they’d need to determine the precise packaging they will require for their products.

As this would be the sort of video that would play on a loop in reception (in addition to being a sales tool), it was decided to have no spoken audio track.

Instead the ‘actors’ would more or less pantomime while white-board-style hands would write on captions and the speech content would be in cartoon ‘talk bubbles’.

Not being a fan of pure ‘white board’ videos, I thought this was an interesting challenge.

It was my thought that to come off it should have a bit of a cartoon aspect to the live action, so I tried some existing programs I had from Pixel Film Studios, but found they were limited in parameter controls.

Eventually I found a great company with lots of cool FCPX programs that are very rich in parameter control: FCPX Effects.com.

I bought and tried out their ‘Cartooner’ program and submitted a version.

The company opted for the version without the effect, so I’ll show the full approved version first, followed by a short sample of the same video with the cartooner effect for info as I think some of you may find this useful either for production purposes or just for a bit of fun.

The following video was directed and produced by Leapfrog Marketing (Alan Myers – 0116 278 7788) in association with The Video Whisperer.

Cartooner Effect Test

 

Upselling

tcc-grab

Giving a Client More Bang for the Buck

Many months ago I recall making mention of a project I was working on with Leapfrog Marketing that was particularly rewarding. But I wasn’t able to share it or any of the additional videos that resulted at the time because their public release was predicated on the culmination of a marketing strategy, including a new website.

On a hunch, I checked their website tonight (having done so several times over the past few months to no avail), and viola!  Their new website is now up with a couple of the videos embedded on the home page that played very nicely. I was impressed. After a quick check I saw that all 9 videos were on the site.

So now that they’re public, it’s fair game and I’ll share them with you here.

As most of you who follow me probably know, I’m a video guy firstly. Marketing is not actually my strong suit. But since video is all about MESSAGE and marketing is all about MESSAGE, it is inevitable that even I can turn one video commission into multiple ones.

So I called this post ‘Upselling’.

Honestly, it’s something any sales person would do in almost any circumstance. And many of us find that quite annoying.

But this is really about educating a client who may not fully realise how unique or valuable his product or service is and offering him a way to maximise the value of a video commission. It’s a win-win situation.

In this case, the client wasn’t actually my own. It was the client of a marketing firm, Leapfrog Marketing, that uses my services. But no matter if it’s my client or the client of a Marketing firm, (and I do this in both cases) if the initial brief for video services indicates to me that multiple properties can be obtained from the main shoot for the benefit of the client, I would be remiss to not mention it and the potential economy and benefits in doing so right at the outset.

In my experience, in most cases, the client goes for it.

The math is simple.

One shoot day, one video.

Or one shoot day, 3 videos obtained from the same original shoot material at a considerable discount.

It requires planning, and the additional cost of the additional editing, but offered up front as a package discount, suddenly your one video becomes 3 and your $2000 becomes $3000 for an additional two days work. (Those numbers are completely arbitrary, but give you the idea…)

In this case, with Leapfrog’s client Total Community Care, it became evident to me almost immediately that their brief had the potential of multiple video products from the requested shoot of a single video that would be to THEIR benefit.

I don’t remember if I mentioned this straight off, but certainly once I shot the initial video (several interviews and relevant B roll), it became evident to me that at least 3 more testimonial videos could be edited from the same material.

They agreed.

So one video became 4.

They were so pleased they requested a second video; this time at their corporate headquarters featuring the executives.

This time I noted that they had enough material from the executives for the initial video they requested PLUS 4 more videos from those same interviews that answered Frequently Asked Questions (FAQS).

They agreed.

One video commission grew into 9 videos.

So that’s it on how to increase your income.

Now back to ‘video guy’.

The reason this project was so enjoyable was because the people were so interesting, and interesting people make for an interesting story.

As in almost all my videos, they are interview driven.

I (or we, in the case of Leapfrog Marketing) go there with no preconceptions of what should be said and we just interview the people.

It is my job to take the hours of interview and distill them down into the marketing story.

These videos were mainly about a Care Company that specialises in caring for paralysed patients with spinal or brain injuries.

My only opportunity for B roll was to shoot as much footage as I could of the interviewees whenever I could in the limited time they were there. That was made slightly difficult since they were often arriving during another interview (and all I could really shoot was arrivals, departures and whatever activity occurred in the lounge when I was not shooting an interview). So whenever I was between interviews I ran around like a banshee shooting whatever I could. In the end, I used every last scrap of it.

The primary video (the original one asked for) was 7 minutes long.

Might seem a bit long, but here’s where you just don’t get stuck on some arbitrary time limit like you read about on internet forums? Consider your intended audience.

If you’re paralysed and are looking for a care company, the length of a video has absolutely NO BEARING on whether you are going to watch it or not. It’s the content that matters. You have nothing but time.

It’s not that I made it unnecessarily long. I feel I made it long enough to get the point across with clarity, conviction and emotional impact. I made it for the potential new client for Total Community Care.

Marketing is a subject designed to CREATE WANT. Time (‘videos must be 2 minutes or less due to attention span, blah, blah, blah’) is irrelevant.

Make up your own mind. If you were paralysed and unable to get out of bed or go to the toilet without assistance, much less go shopping or go to the pub, would you watch this?

Primary Commission video

All of the following videos were directed and produced by Leapfrog Marketing (Alan Myers – 0116 278 7788) in association with The Video Whisperer.

(Shot on Sony PXW X70/Sony HXR NX30, Edited on FCPX, with Color Finale)

 

And the videos derived from the two shoots:

Testimonials

2nd Shoot, TCC Execs

And the FAQ videos derived from that shoot

Confessions of a Run and Gunner

The Ritz

 

Warning: This is an 11 minute video. The  subject is St. James’s Square, London, one of the most historical and prestigious districts of London.  All of the following will be of no value at all if you don’t plan on watching it. This is for those of you who plan to.

This video is not typical of what I do, but I treated it like any other that I do. And all that is covered in the book Run ‘n Gun Videography–The Lone Shooter’s Survival Guide.

It wasn’t typical, because it is long (11 minutes).

In the book I talk about how to do and edit interviews. Up until now, I’d say for an hour of interviews, I cut out on average about 50% or more. That means all of my questions and all of the answers that I know I won’t use. What’s left is what I use to construct the narrative.

In this case, I had just over an hour of interview, and with my questions cut out, over 95% of is was totally usable. That’s never happened before.

This was a case of a very educated, experienced and articulate Brit. There are many like him. I just never got to interview one. And I’ve done over 1000 interviews.

I already knew I was going to produce multiple properties from his interview, but when it came to the first one–an overview of the St. James’s Conservation Trust, when I got it reduced down to about 11 minutes, I felt I couldn’t cut it down any more without losing.

Sure, he didn’t say it all in the order your hear it, but in crafting an overview and knowing that it’s first showing would be to a prestigious event in St. James Park attended by a lot of very important people, I felt I just had to work with that 11 minutes and make it as visually interesting as possible.

That was what was different about it.

As to the rest, it was all hand-held, except for the interview of course.

Why is that worth bringing up?

Well try going around St. James Square and in the vicinity of a working palace and other important clubs and high-end shops in the heart of historic London with a big camera and a tripod and see how far you get.  The client was even concerned that I get all the right ‘permissions’. I told him, “don’t worry about it”.

All that B roll was shot with my teeny weenie Sony HXR NX30 hand-held.

The interview was shot with my Sony PXW X70. And guess what? I somehow screwed that up, inadvertently shooting with high gain.

Though we were in the offices of the Ritz Hotel, we weren’t able to get a suite in the Hotel for the shoot. I was your typical white room. So to get that interview look I had to 1) apply Neat Video de-noiser to it, 2) use Color Finale to get the best separation from subject to background (after doing my best with foil to keep spill lights off the back wall) and , 3) Used the vignette tool from Digital Rebellion (it’s awesome–much better than the FCPX tool, because you can manipulate it on all axises, control its shape, ctc.)

TIP: When using Neat video, get your look, then disable it. It’s very processor intensive and whenever you change an edit it will want to re-render again. So get your look, disable it, and when you’re all done, re-enable it and let it render everything one time.

The other regular practices were shooting tons of B roll and how I found a stock music piece that worked (two in this case) and made them seem like they were written for the video. Seriously, if you manage to watch it once through, try again and just listen to how the music plays to and enhances the narrative. It was pretty magical–considering it’s stock.

B roll:  As much as I preach about shooting TONS of B roll to cover your edits, even I, in this case, did not shoot enough. In fact I made 3 trips to London in all. And still didn’t shoot enough. There was just SO MUCH covered in more than an hour of interview, I was lucky to scrape by in order to produce this one (and the next one I’m working on now). More properties will probably develop from this, and when that happens I’ll edit the narrative first and then get back on a train to London with a list…

Shooting handheld:  Shooting hand-held is one thing. You should also know that for almost all of these hand-held shots I applied 50% slow mo. And in most cases ALSO added stabilisation. Some from FCPX and some using CoreMelt’s ‘Lock and Load”.  Also (did you know?) that once you apply any kind of speed change in FCPX, you can then select a video standard of either ‘frame blending’ or ‘optical flow’. I used optical flow which smooths it out just a little bit more. Also, in some case (shooting those wall plaques), I shot them both as stills (on the NX30) and as slow zooms. In the edit I wound up animating the stills rather than using the zooms. And finally, (as dictated by the edit and conformity with surrounding shots, i.e. continuity), I also often applied manual key-framed zooms to my shots.

Marketing yourself: Also covered in the book. Relevant here is this: Sometimes you do something for cheap with malice aforethought. I had done another video for an organisation that had often asked but never hired me. Finally I did a birthday video for the daughter’s 18th. That was so well received I was asked to do one for the organisation–for cheap. I did it because I knew their upscale clientele would see it and it would likely get me more business. It got me two commissions worth £6000, including this one.

Now you know all my secrets.

Ok, so this is run’n gun. As covered in the book, it ain’t perfect. It won’t stand up to the scrutiny of the various film geeks out there. But it does the job and the stuff that the geeks will gleefully point out won’t be the things that the intended audience will ever see or concern themselves with.

The test is, does it get the message across with clarity and impact.

 

%d bloggers like this: