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Identify Your Video Advertising Competition

You’ve got to know your video advertising competition if you want to beat them.

SimpsonDOGevitiToday folks are addicted to seeing videos online. Whether these are educational videos that are amusing, humorous or serious or video advertising, most folks can’t pull themselves away from their computer screens thanks to this kind of digital technology.

In case you already know that video advertising promotions are a powerful instrument that may assist you to boost sales, congratulations. Now, it’s time to identify who you’re up against in terms of local video advertising competition.

Video promotion refers to video advertising that displays your services and products online using video representation.

Video advertising has recently acquired extreme popularity due to its simplicity and effectiveness.

Generally these days, folks would rather watch an online video than read. For this reason, smart business owners have turned to video advertising to bring customers.

The whole goal of identifying adversaries that are using video is to analyze what they’re doing too as estimate its effectiveness. Based on this particular information, you will be better equipped to create and advertise online videos that’ll crush your competition.

  1. First, check your competitors’ websites to determine if they’ve videos posted. Most companies who create on-line videos post your competitors on their sites as well as video sharing websites such as YouTube. These are the challengers you need to watch when preparation and creating videos if you locate videos on their website.
  2. Next, simply go to YouTube and kind a local key word term associated with your business in the search box. If some of your rivals have videos on YouTube, and they are correctly optimized, they need to come up as well.

Additionally pay careful attention to the of your competitors.

You could get some insight about how their videos are made, what they did to get high search result rankings, and what message they are trying to carry.

If so, keep these adversaries on your radar as well. And when you’re ready to take them on, give us a call. We’re always available to help with your online video production.

Obstacles to Video Marketing Success

Recently we read about video marketing success in a report that was published in June 2014 entitled “B2B Video Marketing: B2B Benchmarks and Best Practices.”

video marketing success as found in demand metric studyThis report was produced by Demand Metric Research Corporation in partnership with Ascend2, and it was sponsored by VidYard. The report was a study in which 398 marketing sales and business professionals worldwide were polled regarding their use and video marketing successes with B2B videos. And all of the respondents had either used video for BtoB marketing or were planning to.

There were a number of interesting findings in the study.

One included what the respondents felt were the obstacles to video marketing success. We were dismayed (but not surprised) to read that 47% of the people responding to the survey cited a lack of budget for their video has an obstacle. Fully another 45% indicated a lack of in-house resources or a problem.

I suspect strongly that these two categories are both largely the same respondents to the survey.

Creating compelling content was another major factor users said was another obstacle to video marketing success.  To us this merely underscores the fact that many of the people in the B2B marketing world do have an understanding of the need for Media Marketing, but do not have a strong comprehension of what it takes to create a successful video. In the remainder of the study, B2B marketers indicate strong understanding of the process. This indicates that they know how to what to do with the videos once they have been created.  However it did not seem that many of them on grasped what was necessary to create those videos in the first place.

As a professional video production company, our job is to lower those barriers of entry to B2B marketers who realize the need for good strong videos.

Obviously if they do not understand how to get them created efficiently and effectively, they are not going to continue with the video production process. The plain truth of the matter is that many videos are not very expensive to make and instead can be produced at a price that’s returns a great ROI. Many videos such as this one below have in the relatively simple production cycle and do not require extensive (if any) use of video cameras and the recording of video and audio on location or in the studio.

As you can see in this video we have not used a video camera to create the visual images necessary to communicate, yet it is a video marketing success. Instead we use the video editing process to merge graphics, narration and music. We also have the ability to use stock footage in video production as well, also avoiding the need to hire a camera and crew.

The primary challenge begins with the lack of an effective media strategy before beginning the video.

And as it turns out this was the fourth greatest obstacle to video marketing success as defined in the study. In fact 33% of the B2B marketers realize that they lacked an effective strategy. This indicates some awareness of the problem, however a full 26% of the of people who responded suggested that producing studio quality video was also an obstacle to video marketing success as mentioned above. Studio quality video is NOT necessary in order to effectively communicate the message and of course this is particularly important when budgets are limited. So if we may be so humble we would like to suggest that you contact us at Penrose Productions so that we can discuss with you ways in which the video production process can be effective for you and maximize your ROI.  Time after time we have seen that he budgets do not have to be nearly as high as you fear.

Testimonial Videos for Your Business

A testimonial video can help your company’s bottom line. But it can hurt your business if not done properly.

Testimonial videos can help any business out there wishing to make full use of modern tools to market their business. Video has emerged as one of the most powerful tools for communication in the modern world, and is gaining ground on text-based communication as the preferred mode of sharing information.

For a business, a testimonial video is the perfect way to engage with an audience ready to consume information.

testimonial video

To come up with a truly great testimonial video, keep in mind the following:

  • Tell a story. It’s easy to find a loyal customer to endorse the business, saying how great they appreciated the product/service. However, viewers may find it boring. However, storytelling techniques have never failed to capture the interest of the audience. Find a customer that had a unique challenge for which your business provided a solution, and you’ll be able to connect with viewers instantly.
  • Keep it real. Video is the next best thing to a face to face conversation the audience will have with your business. Keep the testimonial real at all times. Modern viewers are quite adept at spotting scripted scenes, so avoid that. Let the characters express themselves in their own words.
  • Cover everything. Sure, the whole point of the testimonial is to convey how great your business is. However, don’t jump straight into the hard sell with the video. Cover the character’s entire journey, from how they discovered the problem at hand, what led them to your business, the problem solving process, and the results.
  • Use a professional video production service. To be able to capture all these aspects in a 2 to 3 minute video, you will require expert video production and editing services. Anyone can hold the camera and record, but it’s a real professional who can identify the touching points of the video that will best convey the message.
  • Keep it short. Concentration spans are slowly reducing. Most viewers will probably have a few minutes to spare to watch the video. Having the testimonial video go on and on for half an hour is bound to go unwatched. Keep the video short and concise; 4 minutes at the most. However, don’t skip over important talking points in an effort to shorten run time.
  • Be sure to promote the video. Share it with your clients and potential clients. The video is worthless if it isn’t seen by your intended audience. This can happen in a variety of ways, and we can help you create the apparatus for these placements if needed. They include:
    1. placing your video on YouTube and maximizing its search engine power
    2. sending links in promotional emails
    3. place the videos in white papers (.pdf’s)
    4. place them on your website
    5. play them at your trade show booth

Using these tips, your next testimonial video should have customers buzzing with excitement regarding your business.

 

 

Professional Video: Do Not Try this at Home (or Work)

Professional video production doesn’t require lots of great video gear. But it helps.

When a company wants to put forth it’s best image, it’s no secret that a professional video production will help. As we’ve commented before, professional video is becoming a much greater factor in not just communicating your message, but getting your business found in the first place.

Back in 1981, we began our professional video production business and the list of equipment to accumulate was daunting, to say the least. Cameras were extremely heavy and were never built together with a recorder. This trend did not really reverse itself until about 10 years ago. In this picture from 2004, you can see us on a shoot in China using our large broadcast quality camera. The thick (somewhat twisted) cord in the lower left connects the professional video camera to a recorder, which is out of frame. The cameras seemed to weigh a ton too. 🙁

professional video

These days, cameras are becoming smaller, lighter and more compact. The recorder (whether it is in digital format or to tape) is now almost always included in the camcorder unit. And even as these professional video camcorders become tinier, they actually put out quality that is superior to that given by the cameras for which we spent 10 times as much almost 30 years ago. Even an iPhone can produce vastly superior quality to that we got in the 1980s.

Obviously, for truly professional video images it’s not the camera, but the person behind the camera that matters.

small video cameraThe tendency today is to simply whip out the camcorder and shoot, and this is reinforced by:

  • a YouTube culture that values and rewards quantity over quality, and
  • excellent quality video even becoming available on iPhones and Android devices.

But when it comes to your company image, you need real professional video services.

In addition to the knowledge and experience that comes with a professional video production company like ours, we bring a wide variety of equipment and personnel to the shoot to make the video look and sound as good as possible. Because of this additional gear, we don’t travel light, as you can see from this behind the scenes look at a professional Silicon Valley video shoot used for training.

professional video shootWe like to think that our professional videos are like just about any other professional service. You need several components to make your video a success:

  • know-how
  • experience
  • the right equipment

If you’re missing any or all of these, you’re missing your chance to create a favorable impression for your company. Call the pros at Penrose Productions.

 

Getting a Video White Balance

Getting a Video White Balance

When you’re trying to get a video white balance, this technique applies to shooting whether you are doing video production in San Francisco or elsewhere, indoors or out.  When we were shooting at NDS Surgical Imaging we captured this little nugget to show how to get a video white balance. This is important because for web video production (or any video production for that matter) the colors must be accurate, and light has different “temperatures.”  That is, light is composed of different parts of the light spectrum.  Have you ever noticed how fluorescent lights give a different cast or hue from the light you see in a living room?  Or how outdoor light can vary from one time of day to another in its hue?  Getting a video white balance tells the camera what your current light conditions are like, and the electronics can discern the color components.  White light is made up of all colors (think rainbow or prism) so by telling the camera what white looks like under your lights (or no lights) will tell it how the different colors should look.  Here’s how to get a video white balance to make sure all your colors are true. AFTER you have the final lighting setup, have the subject hold (or place at the focal point of the shot) a white card, and press the camera’s white balance switch or button.

 

Video Shooting With Chroma Key

Video Shooting With a Green Screen (or Chroma Key)

Last week I had a new potential client tell me something of interest. Someone from another video production company had told him about doing a chroma key (or green screen) shoot.  He was so impressed that he could be virtually anywhere by using this technology. He wanted to know if I had ever considered doing this. I was somewhat taken aback. That’s because we’ve been doing these chroma key shoots for years, even before we started shooting digitally. 

For someone to ask if this was possible reminded me of something I have to keep learning: just because we do something all the time, it doesn’t mean that our customers know that. We have to keep educating them about what is possible. What we take as “givens” might be brand new and innovative to the client.

We have done this before.

In the picture below are some shots from a training video we shot in 2000. The men were sitting in a boat talking about the topic being covered in the video. (I don’t remember what that was, but not important for this discussion). They were “on a lake.” In post-production we electronically eliminated the green and added footage of a mountain lake and there they were. chroma key

What is fascinating about this is that a well-done chroma key combining actual footage can convince the viewer that the subject is actually in the location we want to portray.

Another chroma key example.

These pictures are from a shoot from last year. We were able to go to the client’s office and take a portable green screen. He was placed over a futuristic TV news set background as he addressed his viewers.

chroma key

We were even using green screens in the last century. In fact, this Adecco new hire video we produced used actors and was shot as a green screen video production about 15 years ago. Then we added music and sound effects and graphics too.

In contrast to the pictures from the “fishing” chroma key above, this contains animation as the background, so we know we’re not fooling anyone about where the subjects are.

Where would you like your next shoot to appear to be?

Shooting Video Under Fluorescent Lights

Shooting Video Interview In a Local Carpet Store

When it comes to quality, it’s tough shooting video in a large area with fluorescent lighting. The color temperature of the lights will give a greenish cast to the image. If we’re just shooting the large area (like a warehouse, or in this case a flooring showroom) to capture the contents (and not people) a white balance adjustment is the only practical way to deal with the color temperature.  But even though we can white balance to get rid of some of the problems in an industrial or commercial area for shooting video, the lighting would still be unflattering for our human subjects. So here we are at Abbey Carpet Blossom Valley Interiors in San Jose getting ready to shoot a testimonial interview.


8 Ways to Doom Your Corporate Video Production – Conclusion

Mistakes That Will Ruin Your Video Production – Conclusion

With video production as with all things, the motto is “If it’s worth doing, it’s worth doing well” And this applies to your video productions.  But there are times when a large full scale production is not warranted.  Fortunately, it is no longer a matter of all or nothing when it comes to bringing professional production values to your work. 

You do not have to spend tens of thousands of dollars for a video production.

inexpensive video production

It surprises many people that are considering a video production that there is an efficient middle ground that can be used.  This can be a tremendous cost saver.  This includes hiring one or more professionals to assist.  This could be:

  • ·        a producer/director to oversee your production,
  • ·        a lighting director with equipment,
  • ·        a teleprompter operator with equipment,
  • ·        a make-up artist to make your executive look “just right”
  • ·        an editor to bring together the footage you’ve shot into a crisp, effective program,
  • ·        a graphic artist or animator to punch up your graphics,
  • ·        a duplication facility to make mass quantities of your videotape, DVD or CD

Through the use of experienced professionals in some or all areas of your next production, you can ensure that you create a program that meets your objectives in an efficient and effective way.