Video: The Rug That Holds the Room Together Brian Maschler, Chief Creative Officer, Bulldog Solutions

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Bulldog is a modern marketing agency exclusively focused on complex B2B.

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The  Situa*on

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We’ve Got a Situation.

•  Today’s creative marketing planning is broken

•  Inadequate to plan integrated, omnichannel marketing programs

•  Video is an afterthought

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The Creative Planning Gap Branding Guidelines

Campaign Planning

•  Logo

•  Colors

•  Fonts

•  Web Guide

•  Tone of Voice

•  Advertising and Social Media

•  Personas

•  Customer Journey

•  Why Change?

•  Why Now?

•  Why Us?

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•  Historical approach doesn’t fit today. Older marketing orgs still work this way

•  Universities still teach this way

It’s a Vicious Cycle

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Thinking  Differently

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Video Has Evolved

•  One-­‐way,  single  screen  •  Cap2ve  audiences  •  Brand  messages  

2000  

•  Be8er  tech:  massive  increase  in  video  consump2on  •  Higher  standard  for  storytelling  •  Interac2ve  video  

TODAY  

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“Above the Fold”

Evolving Vocabulary

“Storyboard”

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To  avoid  making  video  an  a-erthought,  incorporate  it  earlier  with  a  sense  of  purpose.

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•  Branding Guide

Key Planning Ingredients

•  Persona(s) •  Journey Map(s)

Strategy Brief

Campaign Theme

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“It seems to be one of the paradoxes of creativity that in order to think originally, we must familiarize ourselves with the ideas of others.” — George Kneller

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Planning  from  a  Journey  Map

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Goal:    Educate  wirehouse  advisors  about  the  opportuni*es  to  break  away  &  become  an  independent  advisor.  TDAI  is  a  partner  that  will  guide  you  through  the  process. Approach:  P2P  content  strategy  using  customer  advocates

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Bob  Rall

Research   Custodian  Search  

Nego>a>on   Implementa>on   New  Fron>er  

Growth   Advocacy  Triggers  

What  Triggered  My  Move  

My  Best  Advice  Life  AJer  My  Move  

Making  the  Move  

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Planning  from  Personas (Customer  Insights)  

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Goal:    Educate  IT  professionals  about  the  importance  of  resilience.  The  survival  of  your  company  (and  job)  is  dependent  on  the  survival  of  your  data. Approach:  Video  strategy  to  promote  deeper  learning  materials

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Simpler version: Example of Modern Video Campaign Theme

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Holiday  Survival  Guide The  “IT  Survivalist”

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Beyond Video

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Planning  from  Customer  Insights (Personas)  

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MarrioN:   “Two  Bellmen” Over  13M  views

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Volvo:  a  story  of  precision  &  grace Over  85M  views

(Many  parodies  over  1M)

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Intel:    “If  Cables  Were  People”

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Burberry  London:  the  founder’s  story  as  a  movie  trailer

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Chipolte. The  Scarecrow  • Video • Mobile  game:  educa*on,  engagement,  rewards  within  the  game  for  actual  food

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Long  form  content:  Lego  Movie  

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PuZng  Video  at  the  Center  of  Your  Planning

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DIY Campaign Planning

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•  Drop your business card at booth – or email us directly

•  Presentation, strategy brief and theme templates

Everyone Likes Free Stuff

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@brianmaschler

bmaschler@bulldogsolutions.com

bulldogsolutions.com

Thank you.