A little tribute to Howard Cosell and the days of ABC’s Wide World of Sports.
A beautiful day in DC today, and the Cherry Blossoms are in peak blossom. The crowds were out early to take in the beautiful scene. There’s always a little jockeying for position involved–especially in the hotspots. The scene isn’t as majestic as some of the photos might make it seem.
Likewise, Pawpro is enjoying a full bloom of projects. In the hopper I have projects with Griffith Properties, LLC, a Boston-based commercial real estate company, Langley High School’s Girl’s Lacrosse, and RDB Running. April also has Pawpro preparing a stroke prevention and awareness video featuring Dr. Eric Eskioglu of Physicians Regional of Naples, FL. This is a topic near and dear to me since my mother has suffered two strokes.
There is a lot of information and advice online about choosing a media company and whether to go large or small. My take on it is there’s plenty of room for several levels of video production quality. There is an entire industry of do-it-yourself (DIY) video production material which is truly effective. Some video veterans are critical of new media because new technology has made it possible for novices to create high quality material, perceived as a threat to longtime media experts. What’s humorous to me is that bad video is now an actual genre. A, make it bad, so it get’s noticed, approach which is the ultimate contradiction by mainstream media.
The truth of the matter is that a video professional should always provide good quality audio and video. If you’re DIY then that’s not necessarily possible because of budget restraints. The most important thing is the goal. Marketing is about perceptions, impressions, and sometimes education. I can show many examples of effective videos that have horrible audio or camera work. For most business video content, striving for viral success really shouldn’t be the goal, nor the barometer for success. A video should compliment and coordinate with other marketing efforts, and it should strive for the best video and audio possible. The best videos are usually well-thought out and planned, not haphazard. I’ve certainly watched videos and thought, “Shoddy video, shoddy company.” Might not be true, but that’s the impression communicated. Conversely, I’ve seen $20,000 videos that could have achieved the same for less. Similar to house painting, most of the work is in the prep. The goal of the video should never be compromised by “the plan”. If it is, then think again.
Video testimonials are a great way to utilize the draw of video on a Website, and they are especially effective when a product is demonstrated in the process.
Here’s a testimonial I put together for 2012 Race Across America (RAAM) competitor, Len Forkas and RecoFit, a compression gear company, that sponsored him. This is an appealling use of video because it’s not only visually compelling, but it effectively shows the product in action without being verbose or overly produced. It also serves as a substantial cross marketing tool because Forkas was able to both thank his sponsor, while communicating with his social media audience as he pedaled across country raising money for his charity, Hopecam. The end result is great marketing material for RecoFit, Forkas and Hopcam, which was utilized across multiple social marketing platforms simultaneously.
It’s also important to mention that this was produced in constant motion. I shot and edited 24/7 as I followed Forkas in his 12 day trek across the U.S., and the production quality remained high. Relatively speaking, this is a very economical and effective use of video. Just another example of how video doesn’t have to cost a ton to get the marketing job done. In other words, it didn’t take a large production house or a big budget to create this media.