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Winter Walk of Lights: Video Profile

DCOnlineVideo produced the video below on behalf of Meadowlark Garden’s “Winter Walk of Lights”, a spectacular light show that recently completed its 2nd year in Vienna, VA. (See production credits below video clip).

The video shows the power of unscripted video, as Park Manager Keith Tomlinson, spoke with passion about the legacy of the gardens and the emotions visitors experience when walking through the show.

  • The video serves two key objectives:  To showcase the majesty of the exhibit and to encourage visitors to return to the Gardens in springtime.
  • The project audio track was pulled from an unscripted interview with the park manager, then edited to present the full story about the light show and how it overlays into Meadowlark Garden’s mission.
  • The primary sponsor, Dominion, is not mentioned by name, but instead given a visual credit in the opening.

 

Production Credits: Creative development, interviewing,  all video recording, editing, and publishing of project on YouTube. (Note: This project was finalized after the 2013-14 show closed. However, the production is expected to be incorporated into promotional campaigns for the 2014-15 season).

Online Video Chalk Talk: Invite A Partner To “Sponsor” Your Video

DCOnlineVideo’s “Chalk Talk” is a series of simple, easy-to-enact tips and “how-tos” that will improve the impact, reach, and effectiveness of your online video marketing. Today’s tip:

Elevate your video’s credibility by teaming up with a partner!

Working with a technology, marketing or other partner who you trust, utilize and want to cross-promote? Invite the partner to sponsor your online video library with a graphic, link, or 3-second pre-roll embedded into your online video clips.

Creating a billboard with the partner’s logo is a snap. Drop on the text “Brought to you by” and you’ll be all set to elevate your company’s online video professionalism. Why? If you only use your own company’s logo, the inherent appearance of self-promotion has the potential to reduce the video’s credibility.

By instead cross-promoting a partner, you not only increase the validity of the video, the tactic will showcase that yours is a company that is mature and well-connected.

(One caution: Make sure to obtain written approval prior from the partner prior to taking this step. Some are highly sensitive about how/when/where their logos and brand are seen!)

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Image Courtesy Markertek.com

How YouTube Is Vanishing Scripted Videos

Unless you’re, say, the leader of the free world who — with one unscripted comment — can cause a sell off on Wall St. or disrupt a long-burgeoning relationship with a key ally, I am not a big fan of teleprompters, or the use of a script for online video presentations.

Sure, there are exceptions; for example, when a company is in crisis communication mode and needs to directly address consumers, shareholders, or regulators with a very specific message (often reviewed/approved by lawyers).

But, in most cases, scripted video will turn off viewers rather than engage them, (the primary objective of  social media marketing).

Here are 3-reasons why:

  1. Because you’re not a blood relative of Anderson Cooper or Savannah Gutherie, it will be obvious to your audience that you are reading a script.  This quickly conveys “paid-advertisement” which takes away from the credibility and trust you want to establish.  Instead, scribble out a few queue cards (set in logical progression) of the key things you want to say and speak off the cuff as you would during a public speaking engagement.
  2. Scripted video mutes your personality and passion − the very things your viewers evaluate when making buying decisions, especially when selecting service providers.  Subconsciously or not, they are judging your smarts, likeability and reliability, all of which are difficult to convey when reading a script.
  3. Unscripted video is now the dominant standard online −and website visitors expect to see it.  You can thank YouTube for this as amateur, cellphone, Skype and webcam videos are the most consumed, i.e. watched, video clips.

Remember, people won’t follow websites. They follow people, so the more human you are, the more natural and “real” you represent your company or firm, the faster your organization will develop a loyal following and listen to what you have to say!

Video of The Day: DollarShaveClub.com

Everyday, it seems, there’s another “viral” video that goes from zero views to multimillion in a matter of hours. Usually footage of a news catastrophe, backyard sports blooper, cute baby/pet or other content recorded by amateur photographers.

The latest video to rack up 7-figure views is a TV-style commercial that you will never see on TV:  This 1:30 spot from DollarShaveClub.com.

Like the Saturday Night Live spoofs that appear after the opening monologue, this internet-only video is a hilarious parody, but it’s also a big-time, super-smart pitch that’s triggered for buzz and online marketing.

Best Practice:  Always include content sharing and syndication tools.  Direct viewers to a landing page with an call to action that benefits the viewer.  Make it easy to take action. And use humor to garner attention.  Do so and you’re not guaranteed to be on your way to 3M viewers, but the foundation will be set for measurable success.

PS:  I signed up for DollarShave.com after viewing the video!  I’ve long found the cost of razors to be ridiculously overpriced!