You Ought to Be In Pictures! The Process of Making a Company Video – Part 1

Why Make A Company Video?

Bank Video OptionsWith social media becoming more and more important for small businesses, company videos streaming from the web are often a very effective way to communicate with your existing and/or potential clients.  No longer are you limited to DVD or other physical media for your product marketing, events, or promotions.  The quality of online streaming video today can be absolutely stunning, light years beyond the low-resolution grainy short clips with poor sound quality that were commonplace only a few years ago.  In addition, research shows that more and more people in the workplace are turning to the Internet as their primary source for media, including news, entertainment, and general information.  Take a look at this infographic, prepared by Accredited Online Colleges, that illustrates the current trend away from traditional television and toward the Internet for media needs.

The Death of TV

Courtesy of Accredited Online Colleges

So it seems the savvy business owner of 2012 is taking advantage of this trend and creating video presentations to educate and entertain the infinite audience of the Internet.  Be careful, though!  The best intentions will be completely ignored if your video is poorly planned and produced, creating a less-than-desirable first impression of your company for the viewer … who may not give you a second chance to impress them.  And, as you may already know, once your video has entered the social media world, it can be difficult to undo it.  As much as your competition may love to have something that makes you look bad, I’m guessing that’s not something YOU want.

So how do you make a video that looks great, properly represents your company, effectively communicates with your audience, and is formatted correctly to play well on everything from a fast computer to a smart phone?  Well … that’s why I’m here, my friends … to bring clarity to a confusing process through a series of articles that I hope will help inspire you to start planning your own video projects.

In this series, we’re going to walk through the process of making a company video, from the perspective of YOU, the business owner.  We’ll look at the preliminary work you’ll need to do, how to locate and select a video production company, how to effectively communicate your plan to ensure a clear understanding of the work to be done, and some tips for keeping your video vendor on track.  Stay tuned … it’ll be fun, I promise!

Next up in the series:  Know Your Limitations!

Imagery is Worth a Thousand Milliseconds

From Wikipedia: A millisecond (from milli- and second; abbreviation: ms) is a thousandth (1/1,000) of a second.[1]

When we look at dynamic digital signage, it is vitally important that we know the standards when it comes to frames per second in the world of A/V. To create the illusion of motion, video (just as with film movies) consists of a series of images displayed in rapid succession.  Each single image is referred to as a Frame.  The number of frames displayed per second is the Frame Rate.  Ranging from 24 Frames Per Second (FPS) to more than 60, each video rendering standard has a purpose and appropriate set of applications. This is a long subject for a later post.

What is important to know is that the images on your digital display, especially those incorporating “motion” and transforming from one context to another, are relaying far more information than any set of words could ever reproduce. Why is this? It is closely linked to the nature of the left and right hemispheres of our brains.

The main theme to emerge… is that there appear to be two modes of thinking, verbal and nonverbal, represented rather separately in left and right hemispheres respectively and that our education system, … and modern society discriminate against the right hemisphere. –Roger Sperry (1973) 

 “… now that computers can emulate many of the sequential skills of the brain’s left hemisphere – the part that sees the individual trees in a forest –… it’s time for our imaginative right brain, which sees the entire forest all at once, to take center stage.”  – Dan Pink, NY Times, April 6, 2008, “Let Computers Compute. It’s the Age of the Right Brain”

You might say that we have entered the Age of Dynamic Digital Signage. Each of us, you, me, our audience, all have the capacity to absorb untold millions of bits of information in one gulp, so to speak, via our Right Brain attributes, as we look at an image, a scene, or a face. The Left Brain, on the other hand – the younger, less primal brain – needs to immediatly judge and sort, pocketing bits of data and filing each into a mental file folder based on its qualities. This entire subject comprises the material of tomes, millions of pages of research devoted to the amazing conversation and unique languages of the left and right brains.

All you need to know is that pictures really do convey a thousand words. What a boon for digital signage! The medium that is best able to convey mood, feeling, subliminal connection, brand building, and appeal to the senses is electronic digital signage! Combine music, the engaging montage of images in support of a product message, and you are finally able to hold attention, lift sales and build your brand’s appeal.

…“The era of ‘left brain’ dominance—and the Information Age it engendered —Is giving way to a new world in which ‘right brain’ qualities— inventiveness, empathy, meaning— will govern.” —Dan Pink, A Whole New Mind.

 Building Brands with Digital SignageInventiveness… empathy… meaning. These are qualities that should be imbued within your digital content design. LobbyPOP is gifted with a talented team of dedicated and creative humans who use technology – audio and visual elements – to create powerful messaging that goes far beyond what digital print alone could ever achieve. You are invited to visit the LobbyPOP YouTube channel to experience some of the magic.

“Imagination is more important than knowledge.”  — Albert Einstein

Next post: How About Color, Contrast and Brightness?

 

$13 Billion by 2010

In today’s world of digital marketing techniques, there has been a marked increase in
creative advertising to communicate core messages across a broad audience. From conference rooms to retail, digital advertising is a way of educating and engaging consumers through unique content applications on a variety of products, services and messages.Over the next three years almost half of corporate AV budgets will be spent on digital signage and videoconferencing goods and services. According to iSuppli, the U.S. digital signage industry is also expected to grow to $13 billion by 2010.

Average recall rates for digital & video out-of-home advertising networks are around 40 percent.Compare that to other traditional media recall rates like TV (32%), radio
(27%) and magazines (21%) and it’s easy to see why this medium can be very effective for marketers.

Consider becoming a digital sign expert and building on your videography or sign technology skills. LobbyPOP was here first, and will keep you ahead of the curve. Contact us through our website, www.lobbypop.com or at 1-888-LOBBYPOP [1-888-562-2976] 

And that concludes our sponsor’s message 😉   

 

Tell Your Story – Part 2

Advertising Age magazine states that the single most effective marketing campaign ever created, in terms of selling the most goods and services, first appeared in 1948. It still runs periodically today. It’s been copied and “knocked off” by countless marketers over the decades and been used to sell hard goods as well as intangibles, high-ticket items and those with a nominal cost. You’ll probably recognize it. Here’s how it starts.

Take two men. Both graduates of good universities. Both hardworking and ambitious.
Flash forward twenty years, and one is in the corner office commanding the attention and respect of hundreds. The other toils amid the legions of middle managers in a largely obscure position. Why did one ascend to great heights and the other plateau so early?

The copy goes on to suggest that the key contributing factor was that one read the Wall Street Journal and the other didn’t. This format of “Take Two People” Compare/Contrast is a highly successful marketing formula. What Advertising Age believes is the underlying reason for its success revolves around one simple fact that differentiates it from the multitudes of other marketing campaigns— it’s a story.

Can you use this concept for your dynamic digital signage? Yes, you can, if you offer a product that is educational, or allows your clients to improve their condition in some way. For sign companies – this applies to your products easily. An ad campaign built around the “haves” and “have nots” of digital signage. Simple. Effective. Validated.

Part 3 of Tell Your Story: A Little Song & Dance