MARKETING VIDEO PRODUCTION SERVICES
"They had to showcase our services in a completely different way
to anything else in the marketplace."
One Call Hire
Lights ... camera ... action ... watch our showreel!
Yes, but it’s not dying fast enough.
Our own customer enquiry data reveals the majority of video enquirers are still asking “can you make me a video like this one I’ve seen on youtube?”
Well, it’s easy to be visually impressed by a nice video seen online. We all enjoy it.
But ask yourself honestly: “Would you plan an advertising campaign based on copying someone else’s ad copy?”
No. You’d use Adwords data to write a dozen snippets, split test them, and then harness Google’s AI to assess the best performing combination of words to create a more effective ROI ad.
So why is video content any different? And where do you start when analysing video marketing data?
We’ve been doing this for a while now. Write in and share your problem. We’ll be glad to shed some insight into your existing data, whether you’re long established or a startup with a new site.
Data-driven decision-making is more than a new digital marketing mantra. It’s a new way of life.
Yet many marketers break this rule when deciding their video content & look.
When deciding what their new video should look like and what it should say, too much emphasis is placed on impulse and intuition.
Relying solely on impulse & intuition ends up as:
“I already know what I want to say. I already know how my video should look. Let’s get cracking!”
Analysis of our video customer enquiries confirms this, week in, week out. The available data is too often ignored, so there’s no opportunity to challenge video content ideas or test them.
What is the available data?
Here’s a list to get you started.
- User keyword intent for the video landing page. Why are they on your page? What brought them to you?
- Position of viewer in the sales funnel (AIDA) at the actual point of viewing. Where are they in the sales cycle? What do they need next to keep them motivated?
- Readiness to buy in the context of customer awareness/consideration/evaluation/purchase. Again, consider their position in the sales cycle. Are they discovering, or evaluating?
- Information-gain content vs me-too content. What are you saying that’s new?
- Competitors & differentiation. What are their videos saying? How do you stand out?
- Detailed customer personae or profiles of your target audience. Who are you trying to appeal to? An early adopter or a tired manager?
- Vertical market focus vs a general catch-all appeal. Who’s buying and why and what for?
All the above can be researched. The data will help confirm the most effective script message points.
Your scriptwriter can easily develop from here.
If a research-driven script interests you, write and tell us what it is you’re trying to achieve.
Getting great design to go with your script is straightforward process. It’s achieved in 4 steps.
You should expect the following method whether you’re working with:
- freelance designers & animators
- your in-house marketing team
- or using a full service video production company
Let’s assume you already have your research-driven script ready. All it needs is the visuals.
The goal is to develop a storyboard, an illustrated book of the movie, ready for the animator to animate,
- while giving you the confidence the Look & Style you’ve agreed on will have maximum appeal to all segments of your marketplace.
1: Start with a Mood Board
A Mood Board is a collection of related images pasted into a word doc, or Pinterest board.
As a marketer you’re trying to discover which image styles are popular, the visual language that’s current in your industry sector right now. You’re not copying here, you’re researching.
It also ensures you don’t agree on a visual style that’s somehow unsuitable, that might underperform or undersell.
It’s critical your visual ideas are liked by all. Your own visual taste counts here, but it’s only part of the picture.
So how’s it done?
Let’s say you sell “business efficiency savings software”.
Use “business efficiency savings software” as a search term in Google images, Shutterstock library, Pinterest and Youtube (you can screen capture still frames from any video).
Scan through the images in your various searches.
As soon as you see something you like, pin it to your Mood Board. Be impulsive. Don’t overthink it, and very quickly you’ll have a big collage.
Now start deleting anything that doesn’t inspire you, stands out as wrong, or doesn’t fit the mood somehow.
Keep deleting until you’re left with images that you think represent the overall style, the look & feel of your brand, website, company and product needs.
Look for consistency when accepting or rejecting images. For example, don’t mix 2d and 3d images. Try to get images in similar styles.
You should be left with a small collection of connected images you can use as a visual starting point
- that your team also agree are suitable
- and your designer will understand and be inspired by.
Also compare them to what your competitors are doing, especially with their videos, so there’s no noticeable overlap.
You’ve now researched the look of your video.
2: Create a quirk
Quirky is good. It shows something a bit different so you tastefully stand out.
For example, everyone wearing bright pants, or have tiny heads, or big feet, or use a light or dark tone everywhere, or maybe a big hairstyle, or even a cute android-like avatar character who watches everything. Imagination counts here.
A great quirk will make you stand out in a good way.
Be sure your quirk promotes the storyline and doesn’t merely distract.
3: Develop sample images - Style Frames
Getting down to business, you need to show your Mood Board of approved curated images to your graphic designer.
They’ll appreciate this more than you know. They’ll be able to draw up a couple of sample characters & scenes for you, confident you’ll like their ideas.
Soon you’ll have image samples in the character style that’s best for your audience - complete with a suitable quirk.
These sample images, or Style Frames, are the essential groundwork for your storyboard, the final part of the design process.
4: Produce a storyboard
Your designer or design team can now confidently develop the storyboard visuals for your video in detail, based on your approved Style Frames.
Boords storyboard software tool is recommended for storyboarding.
The deliverable is a detailed illustrated storyboard ready for your animator to bring to life and win more potential customers.
Importantly you’ll have eliminated the guesswork, because your ideas will have been carefully researched and curated, with Style Frames agreed, complete with a quirk that makes you stand out from the rest of the marketplace.
The result is the right video design for your audience while delivering on your video strategy.
WHO ARE WE - FULL SERVICE VIDEO COMPANY
Studio Rossiter are a world class video production company producing powerful compelling video designed to engage your target customers from the 1st moment they watch right through to the last frame.
As a long time videographer we offer a full service from pre-production to image acquisition to studio post production, and we can do this anywhere in the world for you, whether filmed or animated, working closely with your marketing team using advanced cloud-driven collaboration tools.
VIDEO PRODUCTION SERVICES
We offer a full marketing video production service, both animated and filmed, with everything researched & designed to beat your competitors and dominate your chosen business sector, inc:
- MARKET RESEARCH
- CONCEPT DEVELOPMENT
- MARKETING SCRIPTING
- ILLUSTRATED CONCEPTS & STORYBOARDING
- SHOOT PLANNING
- LOCATION FILMING
- POST PRODUCTION
- VIDEO EDITING
- MOTION GRAPHICS
- 2D & 3D ANIMATION
- PROJECT MANAGEMENT
- MUSIC & SOUND EDITING
- INFOGRAPHIC & ARTWORK DESIGN
- CASTING & TALENT
- DELIVERY AS 4K, 1080 HD AND SQUARE FOR MOBILE/CELL
We've produced marketing, promotional and product video for 260 companies & organisations, often filming around the World, with 50% of our work UK-based and 50% USA and international, collecting 11 awards on the way.
This has involved filming on location, shooting drama, and interviewing everybody from Times 1000 & Fortune 500 CEOs and line managers, to using presenters, talent, customers and the general public.
In animation we provide visual concepts & designs, both character driven and motion graphic, all ready for multichannel distribution.
Got a pressing business video question - just ask You'll get a prompt, intelligent reply
Measuring your video’s effectiveness as ROI
How do you know if your promotional video works or not? Or if it's working as well as your video production agency promised?
It all depends on your marketing goals and how you measure them.
Typically a B2B marketing video will have one or more of these 4 goals:
1: To increase subscriptions. Increasingly SAAS is the preferred strategy for software companies. You want more subscriptions, more users, and you know more video will deliver this.
2: To increase leads either as online consultancy discussions, or as requests for a demo, survey or audit. You want more leads from your video.
3: To increase awareness of a special feature of your proposition the customer needs to understand prior to purchase. You need to engage more people with video.
4: To increase awareness of your brand by being seen in more places by your targeted audience. You need to be perceived as the market leader by a wider audience through multichannel video distribution.
What to measure?
Always start with enquiry form completions or new user subscriptions. These are the hard metrics that reveal immediate video effectiveness.
For example, if your company increases its leads by 10% with video, and you know that you have a 4:1 lead close ratio, then your video ROI quickly becomes obvious. These calculations form the basis of starting or increasing an Adwords campaign, or increasing bid spend. You can quickly relate video spend to company profit, or other divisional hard metric.
The obvious example is SAAS companies who can simply measure their increase in subscriptions.
What if you can’t sell on 1st visit?
The above hard metric methods aren’t always so relevant when you sell big stuff, like plant machinery, or an enterprise scale application, or a sophisticated service solution. All these have longer sales cycles which makes connecting a new video to end user purchases tricky to say the least.
Alternative video ROI measurements
Start with Google Analytics. Look at the Bounce Rate for the page where your new video is located. It may be your Home Page, or a Product page.
Regardless, if a video brings your Bounce Rate down by 10% this is great as it delivers 2 things:
1: 10% more people are engaged enough to explore your site who wouldn’t otherwise. This is gold for vendors with longer sales cycles. It’ll push more traffic towards your gated downloads or email newsletter subscription offers, growing your list.
Even if your traffic is just 1,000 visitors per month, an extra 10% traffic equates to 100 extra visitors who take an interest in your proposition. And if 10% of these new visitors are genuine potential buyers that’s almost like having 10 new leads delivered to your door. Once engaged, it only remains for the rest of your site to do its job and close them.
2: Google sees your page is 10% more effective and will send you more free traffic through SERPS. This is important and often overlooked. Google rewards success, and they use Bounce Rate to measure your success.
Think like a football manager: Reducing Bounce Rate won’t immediately win you the league cup, but it can win next Saturday’s match for you.
Bounce Rate measurement works equally well when increased brand awareness is your goal, as website engagement goes up and wasted visits go down.
Setting more goals you can measure
To measure the quality of your traffic before and after video, go into Google Analytics and set more goals for your Landing Pages.
So as well as measuring Bounce Rate, you can also measure:
- Time on site, eg, more than 2 minutes
- Pages per visit, eg, 3 pages per visit
- Contact form page visits
- Contact form completions
- Pricing page visits, or another crucial page in your sales funnel.
Having all this information at your fingertips, on demand, will give you a better picture of your general website health & well being, as well as help measure & evaluate video performance.
There are other ways to measure video ROI, but the above are great places to start.
SAMPLES OF OUR CORPORATE VIDEO PRODUCTION WORK
Technology launch video using animated stills, captions and stock footage with voiceover
Animated stills, captions and stock clips set to music, produced as part of a launch campaign
For the 4th year running, Auriga wanted a short animated video to be displayed on various different screens at the annual ATMIA Exhibition.
Their message had to be clear even without voiceover in the noisy exhibition environment.
Taking their brand artwork as a starting point, we developed the video design using animated captions and further images, with added light & motion effects so it looked hi-tech and glossy.
The result was produced in both horizontal and vertical HD video, as well as 4:3 to play on an actual ATM.
They were very pleased with the result, and have asked us to produce this year's video too.
MARKETING VIDEO TYPES
Marketing videos all have one thing in common - they aim to win through increasing sales & awareness, whether with a softly-softly, tell-not-sell approach suitable for high value B2B contracts, or a 60 second sizzler designed to generate immediate sales enquiries from your webpage.
The 20 main types of marketing video we produce
- PROMOTIONAL VIDEO
- ANIMATION VIDEOS
- WEB VIDEO
- CORPORATE VIDEO
- TELL-NOT-SELL VIDEO
- BRAND AWARENESS VIDEO
- EXPLAINER VIDEOS
- CEO COMMUNICATION VIDEO
- RECRUITMENT VIDEOS
- 60 SECOND HOMEPAGE SIZZLER VIDEO
- CONFERENCES & EVENTS VIDEO
- PUBLIC INFORMATION VIDEO
- 30 SECOND WEB OR VIDEO MARKETING AD
- PRODUCT OR SERVICE LAUNCH VIDEO
- TENDER PRESENTATION VIDEO
- COMPANY VALUES VIDEO
- TESTIMONIAL VIDEO
- FOREIGN LANGUAGE VIDEO
- BUSINESS PRESENTATION VIDEO
- TECHNICAL PRESENTATION VIDEO
- POWERPOINT REPLACEMENT VIDEO
- FACEBOOK, YOUTUBE, TWITTER & SOCIAL MEDIA MARKETING VIDEO
MARKETS WE SPECIALISE IN
If you're looking for creativity and guide prices
GETTING THE RIGHT FILMED IMAGES FOR YOUR BRAND
Your video style ultimately hinges on the type of images you can acquire. For example, you may need to decide whether to use fresh filmed material from a live shoot, or alternatively, download a selection of lower cost stills or video clips from a professional image library like Shutterstock or Fotolia. We put considerable time & effort in helping you find the right images.
Acquisition plays a major role in defining the style of your promotional video, which is often defined by your available budget.
Here are the main sources we acquire from, whether for filmed or animated video, high or low cost.
WHERE WE SOURCE IMAGES FOR YOUR PROMO VIDEO
- LOCATION FILMING
- RECYCLING YOUR EXISTING VIDEO ASSETS
- LIBRARY STOCK
- YOUR EXISTING STILL PHOTOGRAPHS
- LIBRARY STOCK STILLS
- LIBRARY ILLUSTRATIONS & ARTWORK
- CUSTOM DESIGNED ILLUSTRATIONS & ARTWORK
- YOUR EXISTING ASSETS & MATERIALS
- LOCATION PHOTOGRAPHY
- GOOGLE SEARCH
GETTING THE RIGHT IMAGES
FOR YOUR BRAND
PROMOTIONAL VIDEO STYLES WE PRODUCE
Ideal for interviews, demonstrations, show & tell, testimonials, presenter green screen, drama, CEO address, or filming any place where you need the audience to see what's actually happening. We have a full complement of shooting equipment for 1, 2 or more cameras, inc 5m crane, glidetracks, gopro, steadicam, timelapse, a licenced drone, cool lights, ultra wide angle and telescopic lenses, remote audio and more. All backed up by a lead-the-eye editing style.
ANIMATED EXPLAINER VIDEO
We help you develop a visual language to communicate with your carefully targeted audience, using animated design & infographics - like icons, text and art images to tell the story. You can use animated characters equally well. This style of promotional video production works well for technology services and other service-based organizations, or when you need a fresh, imaginative approach in your video marketing strategy.
DIGITAL HYBRID VIDEO
Telling a professional video story may need a combination of video footage & photographs, plus a mix of design images, animation and infographics. Digital hybrid video blends the best of graphics and real world when you need to portray real people with real feelings & reactions, while avoiding the high cost of a cast of actors.
3D ANIMATED VIDEO
3D animation is the best way to show how a construction project will look when it's built. Or to see inside a machine or product to show its components, or any occasion when real life needs deconstructing for the customer to understand & visualise what's actually going on inside.
People like cartoons. This style encompasses everything from a chunky South Park look, right through to sophisticated near-real characters who actually look & sound like your directors, a Celeb, or a regular customer.
PRESENTERS, ACTORS & GREEN SCREEN
Hiring professional talent to tell your story has always worked. We can film them in any location you choose, or film them against green screen, where the only limit is your imagination.
Your marketing video may need localizing to a non-English speaking market. We offer a comprehensive service from simple subcaptions to 100% localization, so your video looks as if it was produced locally in the country of your choice.
Got a pressing business video question - just ask You'll get a prompt, intelligent reply
HOW WE COMMUNICATE
How we work & communicate together is central, as it's too easy for your video vision to be misinterpreted in the course of production.
Our collaborative process uses cloud-based apps throughout, keeping every production element visible to you on demand, wherever you are.
Your whole team participates as & when needed. The result is marketing video without mistakes and delays.
How's it done? Each part of the production process needs to be approved by you, complete with amends, before moving to the next stage.
This allows you to stay on top of what we're doing, ensuring we deliver exactly what you want.
OUR COMMUNICATION CHANNELS WITH YOU
- ONLINE PRODUCTION SCHEDULE
- ONLINE SCRIPT WITH INLINE COMMENTS
- SKYPE OR GOOGLE MEETINGS VIDEO CONFERENCING, EMAIL, CHAT, AND FACE TO FACE MEETINGS
- ONLINE ILLUSTRATED STORYBOARD WITH INLINE COMMENTS
- ONLINE VIDEO PROOFS WITH INLINE LIVE COMMENTS. THINK TAP-TAP
- REMOTE COLLEAGUE ACCESS THROUGHOUT
The outcome is timely delivery of exactly what you expect to see
We deliver your video ready for youtube, vimeo, facebook, mobile/cell phone, website, laptop, tablet, ipad, video wall, email, kiosk, 4K ultra HD widescreen or cinema in any language you choose.
Social media videos with your latest news & gossip keep the conversation going, feeding the community you're trying to build & grow, and bringing you to a wider audience.
If you're a relative beginner, we don't think you need to outsource a video marketing service studio for this type of video. Yet.
There are many DIY packages that you or your in-house team can quickly learn and start using immediately.
For example we like Lumen5 as it's unfussy, and uses AI to make the production quicker. It's great for short, less than a minute videos. If the topic is longer than a minute, then make 2 shorter ones for release on different days. It also works for user testimonial quick quotes.
You can also use it to boost a content marketing site, so long as the messages are kept short.
For social media advertising, a quickly made low cost video ad works well as you can keep split testing it day after day, and amending it until you find the right message formula for the product or service you're promoting
- without carrying a big video marketing agency overhead while you find your feet.
Here's a big list of DIY video packages recently curated by Capterra complete with user ratings and links.
They all offer wide, square and vertical video formats.
Trying out a few DIY videos first is a good way to get started before embarking on a full social media marketing campaign and all its attendant risks.
THE ONE CALL HIRE STORY
One Call Hire's tall order was to produce a marketing video to showcase their plant hire services in a completely different way to anything else in the marketplace - without any narration, virtually nil captions - and still take under a minute to watch.
Immediately all the usual clichés went out of the window.
We had to re-imagine a whole new concept showcasing iconic public places constructed using the client’s equipment - a living testimonial to the power of their brand.