Marketing and advertising dollars are a precious resource to be spent wisely. Traditional methods of marketing such as direct mailers, billboards, newspaper and TV ads for local professional services have diminished in their effectiveness.
Why? Because the internet has changed everything.
Remember the yellow pages? It was just a few short years ago that we let our fingers do the walking. Now our fingers do the typing in Google and YouTube search bars.
Marketing has become a science of keywords, search terms, content, PPC, rankings and relevance. To complicate matters, the formulas and the rules change frequently giving marketers yet another metric to monitor.
So, what is a thought leader?
Google defines a thought leader as:
“One whose views on a subject are taken to be authoritative and influential.”
Forbes added a few more words, and describes it in two parts. Part One here:
“A thought leader is an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognize as one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise.”
Not bad. Actually it sounds pretty good, right?
A thought leader invites interest by not only demonstrating but sharing their expertise with a defined target audience. A thought leader video goes one step further by creating visual engagement.
Old-school marketing shouts – buy from me, I sell what you want, I’m the one you want. The problem is, they shout out to a wide and generalized audience in the hopes that the one who needs them is both in range, and more importantly, in need.
For example, let’s pretend you are a lawyer. You do general practice stuff like real estate closings, trusts and bankruptcies, but you want to do more wills. There are many print and online publications that target the folks who are looking for those services – and you can place advertising. But, so can every other firm who is looking to do the same thing.
With thought leader marketing, and more specifically, with a thought leader video, you hit the target audience that is looking for the exact service you provide, when they are looking.
How? By standing out from the crowd.
Provide the audience with helpful information about wills such as; How to Choose an Executor, or the Responsibilities of an Executor, or even, 5 Reasons Why You Need a Will, even if you are not a rock star.
When that potential client is searching, with proper keyword and online placement, they find you, the expert in their area of interest. They learn something from you, and are directed to your website where they find even more information.
And they call you.
So, what’s better; an expensive ad shouting to the masses, or a well-produced video that demonstrates that you are an expert, and the right choice?
Creating thought leader videos need not be a daunting or expensive task, yet they should not be done with an iPhone. Work with an experienced video producer who can tell your story through interview with you, or who can help you refine your message delivered through the camera lens.
Graphics can enhance your video, making it even more instructive and understandable. Your company or personal branding should be clear and consistent across many segments, and there is strength in numbers. Plan to produce several videos at once for production economy.
Consider producing a six-pack of videos all on the same day. Spend some time planning your subjects, drafting your content and preparing for your close up. Think of all the time you waste in initial consultations with prospective clients. If you can provide all that detail in a video, you save non-billable time for making the more personal connection that closes the deal.
Great topics for thought leadership also include success stories, case studies and even client testimonials.
When you create several videos at once, you can choose to deliver content over time and align release with your marketing goals.
Finally, back to Forbes and Part Two of their definition:
A thought leader is an individual or firm that significantly profits from being recognized as such.
Profits – that’s the bottom line is it not?Read more
A high caliber project deserves high caliber coverage and that’s exactly how Stantec sees it. Upon completion of the Barclays Center Station at Atlantic Yards, Stantec collaborated with Geomatrix Productions to create a video highlighting the benefits this project has brought to Brooklyn and the City of New York.
Stantec’s objective was to showcase the teamwork involved in the design and construction of a new subway entrance and their goal of improving the flow of people coming from the subway up to the Barclay Center. Geomatrix took this idea and ran with it.
“The biggest piece that really makes the video special is the animation Geomatrix created. Everybody just loved it and it really helped them understand the benefit we brought to the station design. This project greatly improves people flow and the idea to add the animation just captured that perfectly.” Alison Smith, Public Relations Manager, US Northeast, Stantec
Not only did Geomatrix introduce the idea for the animation, they also helped structure the interviews Stantec wanted to include in a way that enhanced the video.
“We knew the general story we wanted to tell, and we knew the people who were going to be in the video. There was someone from Stantec, one of our clients, and the general contractor who worked on the project. We had prepared some overview questions, but Geomatrix was really great on the fly and able to expand on them provoking comments that worked really well for the video,” said Smith.
There were many challenges faced by both Geomatrix and Stantec in the production of this video. Between freezing 8-degree weather, loud background city noise, and security issues with filming in a New York City subway station, just shooting this project was a feat in itself.
“Watching the video, you wouldn’t even be able to tell the challenges we faced. It is truly a testament to how easy it is to work with Geomatrix,” said Smith.
Stantec’s strategic use of video has allowed the design firm to truly separate itself from the competition. Instead of simply featuring projects with photos and text, Stantec uses video to tell stories about their people and projects, highlight their diverse creative range, and artfully display the different types of projects they produce. “It allows us to differentiate ourselves,” said Smith.
In addition to using video to feature projects, Stantec also creates videos for coverage of community service work they do throughout North America. In this way, Stantec has become a thought leader in their industry, showing their commitment to not only bettering themselves but also the community.
“We tend to focus a lot of video on our people and community service work, which Geomatrix has done for us as well. We have an annual company volunteer day and make a video every year for that. It tells a great story; it’s always visual and people oriented,” said Smith.
Stantec’s Atlantic Yards web feature is a great example of how quality marketing is just as important as the quality of your work.Read more
by Geomatrix Productions in Corporate Video
You have aced “The Top 5 Questions to Answer Before Scripting.”
You have done “The Top 5 Things to Do Before the Camera Rolls.”
You have collected a killer wardrobe that tops “The Top 10 Wardrobe-Malfunction-Preventers.”
So now, you are finally ready to roll — yes?
As long as the team that is capturing all this hard work has the experience and know-how to make it all happen for you. Don’t think your iPhone can do the trick. You need good lighting, proper microphones and a skilled camera person.
Hire a video production company that knows how important this is. Choose a company that has a great portfolio of work that proves they can showcase yours.
A crew made up of professionals who listen when you speak. Pros who understand what you want, and deliver, on time and on budget.
How important is this? You decide. Your image and your reputation are at stake.Read more
by Geomatrix Productions in Corporate Video
You have studied our previous blogs, looked deep into your business and answered, “The Top 5 Questions to Answer Before Scripting.”
You have created a bang-up plan and have completed all 5 tasks in “The Top 5 Things to Do Before the Camera Rolls.”
At last, the shoot day has arrived and you are ready to roll.
But WAIT, what should you and your team wear?
Here are the “Top 10 Wardrobe-Malfunction-Preventers.”
- Plan to bring several ironed shirts/blouses or sweaters to give the crew some choice of the color. Also, you might want to change for some of the “b-roll” shots to make it look like multiple days.
- Colors that work well include blue, green, burgundy, gray, pastels (not too pale), earth-tones. Wear solid colors. Avoid seasonal looks such as heavy turtlenecks or tank tops. Go generic, such as a soft v-neck sweaters, polo/tennis shirts, trendy blouses, or anything else you might wear to work or when meeting clients.
- Do not bring
- shirts with large patterns or geometric shapes
- clothing with tight patterns or pin stripes
- white or bright green shirts
- anything shiny or with a large logo
- Wear clothing that feels good to you in a style that suits your position. Do not wear something for the shoot that you would not ordinarily wear.
- Wear your eyeglasses if you want, but expect to be asked to tip them up slightly to avoid reflection. If they darken when the sun is out, they will darken under the lights. Avoid this.
- Women should wear their regular makeup, however avoid the highly sparkly stuff. Everyone may be asked to wear our powder to minimize shine
- If there is a company uniform- wear it!
- If there is a requirement for safety gear (PPE) – wear it!
- If there is a signature name badge or company pin – wear it!
- If it does not fit well – DON’T wear it!
Relax and have a great shoot!!!Read more
by Geomatrix Productions in Corporate Video
The Top 5 Things to Do Before the Camera Rolls
You have taken the plunge to produce a great company marketing video for your inbound social media campaign and website.
You have studied hard, looked deep into your business and answered, “The Top 5 Questions to Answer Before Scripting.”
At last, the shoot day has arrived.
But WAIT, have be sure you have done the following:
- Prepare your surroundings. If tidy matters, do this in advance of the first “action” call.
TIP: tidy matters!
- Prepare your staff. Think of the visuals that will support your message. Be prepared to put your best foot forward
TIP: not everyone is photogenic – enough said.
- Prepare yourself. If you will be interviewed, you should feel comfortable talking in a conversational tone about the business.
TIP: DO NOT rehearse. We promise you’ll be a lot happier with the results.
- Think product-placement. This is your chance to really shine – remember to put your best foot forward.
TIP: product placement should be subtle, the neon sign is never a good idea.
- Watch for distractions, such as humming lights, loud machinery, bright windows, street noise, ringing phones, thin cubicle walls, keyboard sounds, other meetings, delivery people, clueless people…..
TIP: everything is a distraction on the shoot day. Be prepared for sense-of-humor meltdowns.
Your company video is an important reflection on you and your business. The quality of the finished product relies not only on the skill of the team shooting, video editing and producing it, but the effort you put in to preparing.Read more
by Geomatrix Productions in Corporate Video
The Top 5 Questions to Answer Before Shooting.
Congratulations, you have decided to take your business to the next level and showcase it on video.
So, now what?
- Ask yourself, “What do I want the viewer to know, do or say after watching my video production?”
TIP: the answer to this question is NOT “I want everyone to say ‘wow, what a good company.’” You must provide a significant objective here.
- Answer the question, “Why should people do business with us?”
TIP: the answer here is NOT “because we are good at what we do.” You must be much more specific.
- Consider the following, “What is the unique selling proposition that sets me apart from the competition and how can I demonstrate that?
- Be certain you can answer this important question, “Who is my target audience?”
TIP: this answer needs to include the demographics of that audience.
- Consider “How much does my audience already know about my product or service?”
TIP: you don’t want to insult your audience by talking down to them, or lose them by going over their heads.
Once you take a good honest look at your business, product or service, you can prepare a great script or content outline to insure a successful marketing video production.
Do not crowd your video with too much or the message will be lost. Less is more.
If you have trouble answering these questions, ask a professional video production company such as Geomatrix!Read more
OK, we’ll admit it. Sometimes you MUST do your own recording.
Maybe the boss has asked you to capture a great client’s testimonial on video on your next trip to Hong Kong. Or maybe, just maybe there is ZERO dollars in your budget to capture the president’s farewell message to a long-time employee.
Here are some tips to getting a credible recording using your iDevice:
- Find a very quiet room.
Ambient noise such as humming equipment, piped in music or nearby conversation will be highly distracting.
- Select a plain, professionally appropriate background.
Do not sit in front of a window and avoid having windows in the shot.
- Place the iDevice on a solid level surface at about eye height.
The subject should be approximately 3 to 4 feet from the phone. The picture can be vertical and should be centered. The top of the head should be within the picture frame. It will be helpful to brace or prop the phone in place so it does not shake during the recording.
- Enlist help with the recording.
Have someone start the recording and read the questions if you do not have a speaker-phone interview. The helper should sit directly behind the iPhone, again at eye level. Speak directly to them. Do not shift your eyes around to others in the room.
- To record video, select the camera icon and slide to select video.
Start by pressing the red button. There will be a soft chime and a timer will begin counting at the top of the screen. Stop the recording by pressing the red button again.
- Import the movie into iPhoto.
The owner of the phone or tablet will need connect the device with their computer and open iPhoto to import the movie(s).
- Play and review the takes on the computer.
Once imported, the movie(s) will appear in the last import window. If there is part of a take you do not want to use, the clip can be trimmed by clicking the sprocket icon.
Good luck! Help can always be on the way…..Read more
Corporate training and team building styles have changed as much as hemlines and hairdos during our decades of video production. From video-taped bullet point lectures, to quirky sitcom take-offs to fake news shows, we have seen it all.
Rivetbourne is a veteran-owned leadership development company that draws upon the experiences of rescue aviation forces. For decades, these forces have been forged into highly effective teams through high-risk, high stakes, time-critical missions.
Rivetbourne takes this training into corporate team-building, with simulations designed to engage the audience in a very unique way.
See them in action in this corporate video we produced at Bigelow Tea. You’ll never look at team-building the same again.Read more
by Geomatrix Productions in Corporate Video
What is the objective for your company video?
In other words, why are you doing a video? What do you want people to know, do or say after watching? Be careful, this is harder than you think!
What is your vision?
Do you have any branding we need to compliment? Do you want something funny, serious?
Do you want to inform or instruct?
Do you want to entertain or inspire?
What is your call to action?
Do you envison a documentary style with interview? Will this be scripted?
Have you considered actors?
What is your budget for this video production?
There are many ways to produce a video, from low to high production value. All can be effective if done well.
Where will you use it? What is the venue in which your viewer will see the video?
What is the purpose of this marketing video?
There is a fine line between a good video and a great video. Be sure your efforts are well-spent on creating a product that does exactly what you want by meeting all your objectives.Read more
Online video powers your message. Video productions can attract an audience that may not otherwise read your story; and video communicates with intensity.
Want to produce your own video? First, read this checklist.
- Sound is everything. Without great audio your video will be unwatchable. You need to get a good, professional microphone (preferably wireless) and you need to place it correctly. Make sure it is monitored by a dedicated crew member throughout the recording.
- Lighting. Poor lighting will mark your video production as cheap and unwatchable. Professional lighting kits are a necessity when sufficient natural lighting is not available.
- Camera. In the hands of a professional, even an iPhone can be used to get decent footage. In the hands of most people, an iPhone will capture footage that looks like it was shot with an iPhone. Rent a professional video camera or hire a professional who has one, and knows how to use it.
- Stable footage. Shaky camerawork was very stylish several years ago… and it made everyone sick. For the sake of your audience, and for the sake of your compression algorithms, a steady shot is a better shot. Get a good tripod and use it.
- Video Editing. Home video editing apps are numerous and easy to come by. Take a couple of days (or weeks maybe) and learn how to use one. Or hire a professional who has years of experience and spend your time more productively.
- Choose your shooting location with care. Arrange to shoot in an appropriate location or put together an attractive set for your video shoot.
- Most self-produced videos have no scriptwriting at all. You need a script. Scriptwriters write scripts better and faster than you can.
Many businesses delay their internet video production because the process seems daunting and costly. But every day of delay means the competition is getting ahead.
Jump in and try it, at least it will be good practice. Contact an experienced video production company when you need something beyond what you can achieve in-house. Set your budget parameters, and find an online video services company that is able to work within your budget. Then, have fun with the process and enjoy the positive results of promoting your brand.Read more