How to Make Great Brand Videos

Before digital, there wasn't a need to produce content much beyond traditional media. Now companies must produce a steady stream of digital content including more and more video; a tall order for most brands. Learn tactics, strategy, and best practice for producing a steady stream of branded content from this presentation.

Transcript

1. Copyright © 2013 by IQ Agency HOW TO MAKE GREAT BRAND VIDEOS IQ Agency March 2013 www.iqagency.com
2. Copyright © 2013 by IQ Agency 2 There’s never enough content People have an insatiable appetite for content. It’s how you buy attention. Like Chinese food, 20 minutes later you want more.
3. Copyright © 2013 by IQ Agency 3 …that meets the road CONTENT IS THE RUBBER Content is what sells, persuades and influences. Everything else is just the mechanics of getting it to the consumer.
4. Copyright © 2013 by IQ Agency 4 Cheap broadband has made video accessible. People prefer video because it’s engaging and easy to consume. Even 56% of business people say they prefer watching video to reading* NOW EVERYONE WANTS VIDEO *Forbes Insights
5. Copyright © 2013 by IQ Agency 5 UH OH, LOOK OUT! We’re already submerged in a tsunami of video. According to Cisco, 86% of web traffic will be video by 2016. The majority of it is User Generated vs. made by Brands. Most of it is pretty bad.
6. Copyright © 2013 by IQ Agency 6 STAND OUT OR STAY OUT Only the best brand videos will cut through the clutter. That means being engaging and relevant. Bad video will harm a brand more than it helps.
7. Copyright © 2013 by IQ Agency 7 Originality differentiates your brand and gets you noticed. Often, however, it’s not just what you do, but how you do it that matters, as in this example. Click to Play
8. Copyright © 2013 by IQ Agency 8 BEFORE YOU START
9. Copyright © 2013 by IQ Agency 9 * McKinsey & Co DEVELOP A STRATEGY You need a content strategy. It tells you who, what, when, where and most important why. Content strategy is informed by marketing strategy. Hopefully you have one.
10. Copyright © 2013 by IQ Agency 10 CREATE PERSONAS Identify your target audience. Create personas (profiles) for the key segments.
11. Copyright © 2013 by IQ Agency 11 MAP THE JOURNEY Map the Consumer Decision Journey* for each persona. Define the needs for each persona at each critical touch-point. Translate those needs into an engagement plan. This will clarify what you have to accomplish with your content. * McKinsey & Co
12. Copyright © 2013 by IQ Agency 12 ID CONSUMERS The objective is to deliver the right content at the right moment to the right person. Build a system that will identify where the consumer is on the path to purchase.
13. Copyright © 2013 by IQ Agency 13 UNDERSTAND CONTEXT The context of each touch-point dictates the style of communication. Is a video right for where the content will be viewed? What type of screen will it be viewed on? What’s the optimum length?
14. Copyright © 2013 by IQ Agency 14 DEFINE SUCCESS Know what success looks like. Set Key Performance Indicators (KPIs) Measure the metrics and analyze.
15. Copyright © 2013 by IQ Agency 15 MAKE SURE THEY COME Before you make your video do you have a plan for exposing it? Where will it be shown? Why will people want to share it? Identify opportunities to spread the video beyond your “owned” media.
16. Copyright © 2013 by IQ Agency 16 DEFINE THE MISSION What do you want them to believe? What do you need them to remember? What do you want them to do?
17. Copyright © 2013 by IQ Agency 17 In this web video the mission was to create awareness for “Combine 360” a new way to workout from Under Armour. Click to Play
18. Copyright © 2013 by IQ Agency 18 EXAMINE THE IDEA
19. Copyright © 2013 by IQ Agency DOES IT FIT THE MISSION? What’s the right balance between education and entertainment? 19
20. Copyright © 2013 by IQ Agency 20 For this video for iShares, our job was to educate the viewer. But first we had to keep their attention, so we developed visual metaphors to make an otherwise dry subject engaging. Click to Play
21. Copyright © 2013 by IQ Agency 21 DOES IT FIT THE BRAND PERSONALITY? The personality of your brand should influence the style of your creative approach.
22. Copyright © 2013 by IQ Agency 22 A bank like Suntrust needs to be very conscious about how the style of its communication affects it’s brand perception. Click to Play
23. Copyright © 2013 by IQ Agency 23 DOES IT FIT THE AUDIENCE’S TASTE? Understand the spectrum of cultural acceptability of your audience Personas of your audience segments will give you insights
24. Copyright © 2013 by IQ Agency 24 While UPS tends to be a more conservative brand, racing fans are pretty loose. So in this video the style and feel are designed to fit the audience. Click to Play
25. Copyright © 2013 by IQ Agency 25 DOES IT FIT THE BUDGET? Making videos is like building a house. You need a budget before you start.
26. Copyright © 2013 by IQ Agency 26 It doesn’t take heaps of money to do good work. In this instance animation was a cost saving route for a series of videos for the Intercontinental Hotels rewards program. Click to Play
27. Copyright © 2013 by IQ Agency 27 NOW TELL A STORY It can be simple or complex, but must accomplish the mission. Align it with the content strategy. Keep it simple and focused. Less is more.
28. Copyright © 2013 by IQ Agency 28 People are programmed for stories. So even with a brand video, like this one, we are looking to create the feel of a story. Click to Play
29. Copyright © 2013 by IQ Agency 29 AWESOME TALENT MAKE AWESOME VIDEOS Good equipment is easy to come by, but creative people who know what they’re doing are not.
30. Copyright © 2013 by IQ Agency 30 We made this video to introduce the concept behind “My Health Info” for Microsoft. A well-executed idea doesn’t have to be costly. Click to Play
31. Copyright © 2013 by IQ Agency 31 AVOID THE DEADLY SINS There’s no excuse for: Bad quality sound Poor video quality - unless it fits the concept Being boring or amateurish - bad on purpose is usually just bad.
32. Copyright © 2013 by IQ Agency 32 THE COST CONUNDRUM The agency/TV commercial approach is often too expensive. So how do you produce a steady stream of high quality videos at low cost?
33. Copyright © 2013 by IQ Agency THANK YOU For more production tips and insights, go to www.iqagency.com/ or contact John Woodbridge 678-449-2010 john.woodbridge@iqagency.com IQ’s script to screen digital content creation capabilities include content strategy, in-house live-action and animation studios. editing, sound design, music composition, and more.