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TABLE OF CONTENTS

1. From Snake Oil to YouTube: The Power of the Personal Pitch

· Make It Personal

· In-Person to Online

· But Wait! There‟s More!

· YouTube Democracy: Free But Not Easy

2. Viral Video: Powerful Marketing for Pennies a View

· Social Media: Electronic Word-of-Mouth

· Secrets to Viral Video Marketing

3. Marketing in Moving Pictures: How to Use Video Marketing

· Demonstrations

· Testimonials

· Personality

· Entertainment

· Training

4. Is Video Marketing Right for You?

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5. Movie Making for Video Marketing: What You Need to Know Before You Start

· 5 Questions/5 Answers – Save Money, Save Face

· Budget: What‟s a Must

· Script: Framework for Success

· How Long: Teaser or Epic

· Images on a Budget: Photography and Stock

· Production Value: Polished or Plain – and Why

· Music: Necessary or Nuisance

· DIY v Production Company

· Buy One – Get Three “Free”

6. Big Screen, Small Screen – In Between

· Website

· YouTube

· Digital Video Screens

· Digital Video Billboards

· Cable/Internet TV

7. Video Marketing: Capturing Point of View

8. Resources and Guidelines

· Hiring a Production Company

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From Snake Oil to YouTube:

The Power of the Personal Pitch

“It‟s a degreaser. It‟s a window cleaner. It kills athlete‟s foot. Oh, and you can drink it.”1

Sounds

like a snake oil salesman‟s claim from a Wild West traveling medicine show. It‟s not. But, like

the days of old, it hooks you with intriguing, outrageously provocative and irresistible claims.

The original “live” infomercial, the medicine show mixed a little musical and comedic

entertainment with hyperbolic demonstrations of, and testimonials for, miracle elixirs to cure a

variety of ailments. Admission to the show was free, so performers made their money selling the

cure-alls.

And it still works, today. Direct-selling on television, via infomercials and shopping channels,

generates billions – and YouTube exposure worldwide is in the millions. Communications

technologies are dynamic and mobile – people seek moving images instead of static ones –

making video marketing an indispensable modern sales tool.

That degreaser, window cleaner, athlete‟s foot cure: a mixture of table salt and tap water whose

ions have been mixed up by an electric current – powerful enough to kill anthrax spores without

hurting people, according to the research. In a demonstration to the hospitality industry for an

effective, non-toxic cleaning alternative, the salesman took a swig of the treated water before

mopping the floor with it.

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Make it Personal

The formula is simple: a unique, easy-to-demonstrate product, an engaging pitch, and a high-

visibility venue. It generated a weekly cash income, double the average monthly income in the

1950‟s, for an enterprising young man selling kitchen gadgets in front of Woolworth‟s. Face-to-

face with customers, he learned what they liked – and didn‟t – about his products, so he could

sell more effectively.

Using what he learned on the street, he paved the way to immense wealth for himself – and

others – using an innovative technology to reach a wider audience, the video marketing

precursor: television. 3.

Ron Popeil, one of television‟s most memorable pitch men, developed and refined his sales

technique on Chicago city sidewalks and at county fairs in his teens. At the age of 21, Popeil

made his selling debut in the intriguing new medium of television.

TV sales of his father‟s invention - Chop-O-Matic - had the company scrambling to keep up with

demand. But, it was as the in-person pitch man for the Veg-O-Matic, sold on television in the

1960‟s, that he became famous – and rich. Over the last 40 years, Popeil has single-handedly

retailed almost $1 billion worth of product. Currently, the Showtime Rotisserie and BBQ –

which he invented – is selling in the thousands every week.

In-Person to Online

Popeil‟s time-tested formula has been making millions for others, too. From the 20-second spot,

to 60-minute infomercials, to 24-hour shopping channels, direct sales marketing is big business.

But not by itself.

While more ad dollars are going to Direct Marketing TV (DRTV), instead of traditional TV2, “as

many as a third of DRTV product sales happen online, not through the 800 number.”3

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But Wait! There’s More!

The new medium capturing television viewers: the internet. Thanks to broadband, the quality of

the internet‟s free, “on-demand” entertainment - including television and original programming,

music and gaming – provides options that suit a viewer‟s schedule and interests.

According to IDC, a subsidiary of IDG, the largest technology media company in the world,

people spend twice as much time surfing the web as watching TV. That means over 250 million

in America and over 1.7 billion worldwide.3

In a medium that is still virtually “free” – capturing the attention of just 1/100th

of American

internet viewers via video marketing could mean exposure to over a quarter of a million potential

customers – for a fraction of the cost of traditional media or DRTV.

YouTube Democracy: Free But Not Easy

A billion visitors to the largest online video community in the world watch hundreds of millions

of videos, and upload hundreds of thousands of videos every day – and it‟s all free. Eye-popping

potential – but the challenge is: how do you get your video marketing seen?

Marrying the success model of the personal sale with the anytime-accessibility and reach of the

internet makes video marketing an important, cost-effective, strategic tool - worth the investment

of learning to use well.

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Viral Video: Powerful

Marketing for Pennies a View

“Can viral video clips drive traffic?”

5 That‟s what MarketingExperiments™, a research

laboratory in Jacksonville Beach, FL – whose mission is to find out what really works in

optimization – wanted to know.

Here‟s what they did:

1. Created a series of amateur videos, from 15 seconds to 8 minutes long, which any

individual could shoot and edit himself.

2. Made the videos humorous, without a sales pitch and, when possible, provided a link on

the video back to the website.

3. Posted them via YouTube and Google Video to the categories

a. Personal Blogs

b. Comedy

4. Ran videos in August/September 2007 and counted views, click-throughs to site and sign-

up.

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The result: In 60 days the videos had 324,000 views and 1.49% conversion rate at no cost.

AUGUST SEPTEMBER 60 DAYS

Views 88,589 235,601 324,000

Click-Throughs to Site 732 3,430 4,162

Click-Through Rate .88% 1.46% 1.28%

Conversion Rate 1.49%

A projected rate of views for October was 382,444, with no additional effort or cost.

In the context of the cost to achieve the same results with Pay Per Click (PPC) advertising, the

cost would have been about $20 per subscriber.

60 DAYS VIDEO PPC HYPOTHETICAL

Views 324,000 324,000

Click-Throughs 4,162 4,162

Estimated Cost NA .30

Click-Through Rate 1.28% 1.28%

Conversion Rate 1.49% 1.49%

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Advertising Cost $0 $1,248.60

Cost Per Subscriber $0 $ 20.14

Viral video marketing can deliver a huge audience cheaply, instantly and residually. Large

advertisers like Coca-Cola, T-Mobile, and Nike love it. They can afford to stage costly

productions, because getting the message out costs nothing.

BUT - just because you produce a video – even good video marketing – doesn‟t guarantee it will

go viral. The biggest “cost” of viral video marketing is not in dollars and cents to make it

available to viewers – it‟s in time spent working to get it seen: know how, connections and hard

work.

Social Media Optimization: Electronic Word-of-Mouth

Ever notice how the juiciest rumors spread the fastest? Likewise, electronic gossip travels around

the world instantaneously via blogs and forums, on Facebook and MySpace pages, in emails and

Twitter. That‟s the world wide wave that helps take video marketing viral.

It‟s the cyber-schmooze: initiate dialogue, invite interaction, make your video easy to find and

share among targeted online social networks by adding links to your video site, to look

something like this:

Add to: YouTube | blinklist | del.cio.us | digg | yahoo! | furl

You want prompt, proper placement – where it will catch on fast – to propel your video onto

YouTube‟s Most Viewed Page. There, you have a chance of capturing 1/20th

of the clicks on that

page. (remember, YouTube gets 1 billion visitors a day)

Secrets to Viral Video Marketing

Once you‟ve made it onto YouTube‟s Most Viewed Page – how do you get visitors to click on

your video to keep up the count – and defend your position?

· Catchy Title – make it sensational, exclusive and relevant; change the title every

couple of days to keep it fresh and interesting for returning visitors

· Provocative Thumbnail – use alluring images in your video. YouTube gives three

choices for thumbnails, one of which is always taken from the middle of the video

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(keep that in mind when editing); thumbnails with people or faces draw attention;

again, stay fresh in viewer‟s eye by changing the images frequently

· Controversial Commentary – give them drama. Create a comments dialogue, a little

verbal sparring, that makes viewers curious to watch the video to find out what all the

fuss is about … and, hopefully, make their own contributions to the debate

Launching a viral video marketing effort doesn‟t happen naturally – it‟s engineered. There are

companies who specialize in making video marketing go viral. However, anyone who takes the

time to understand how social networks and social media technologies function can make a well-

executed video marketing campaign accomplish a lot on a relatively small budget.

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Marketing in Moving Pictures:

How to Use Video Marketing

Not all video marketing is meant to be viral. If one picture speaks a thousand words, then

moving pictures convey volumes. People want to see moving pictures. Google, always ahead of

the curve, recognized that - and bought one-year-old, not-yet-profitable YouTube for $1.65

billion dollars. It is now the leader in online video.

Give them what they want. With one billion viewers seeking out videos online everyday – video

marketing makes sense. In video, you can personalize, entertain and demonstrate your product

and services in ways that cannot be achieved in print alone (Some people would rather be “read

to” than read, and this expands opportunities to appeal to non-readers.).

Remember kids saying, “take a picture, it lasts longer”? – that‟s what video marketing is all

about. Marketing messages especially well-suited to video include:

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Demonstrations

Before-and-after is the most effective video marketing demonstration. Side-by-side images yield

visible “proof” that a product really works, and make compelling advertising. Cosmetics, skin

care, beauty and cleaning supplies have sold millions of units using this technique. It‟s why

being “demonstrable” is required for infomercial products, and an important feature of shopping

channel presentations.

Easy-to-use is another demonstration technique that works well in video marketing. No more

drudgery, hauling floor cleaning appliances on stairs or around furniture. Lightweight, powerful

new appliances show how you can do better, faster cleaning – without breaking a sweat. Same

goes for pet grooming: trimming their nails, combing thick coats; or people grooming:

smoothing feet, getting rid of toxins. Show and tell delivers a powerful video marketing

message.

Never-before-seen products or technologies are best introduced in audio/video presentations.

These can be “how-to” video marketing tools, with step-by-step instructions and images that

make a concept easy to grasp. Fitness machines, workouts and diet programs are explained

through staged talk show formats, man-on-the-street product testing and testimonials, or groups

of students in a class setting. Question-and-answer exchanges between show host and guests, or

teacher and student, reveal the product‟s features and benefits in a soft-sell format.

Testimonials

Possibly the best video marketing tool is the testimonial. Couple it with before-and-after photos,

when possible, and the result is almost irresistible. A series of satisfied customers,

enthusiastically sharing how your goods or services solved a problem for them, makes

compelling pick-up-the-phone-and-call advertising. Dramatic, life-changing results affecting

health and well-being are especially effective narratives.

Entertainment

Entertainment is the supreme realm of viral video marketing. Typically, there is no marketing

message within the video itself – only a brand-identifying tag at the end, with a link to a

company website.

T-Mobile – the fourth place mobile communications provider in the UK (and outspent by the top

3 competitors: 02, Vodaphone, Orange) – demonstrated the power of viral video marketing to

gain worldwide attention, on a relatively small budget, in January 2009.

On a busy weekday in London‟s Liverpool Street station, three hundred dancers broke out into a

choreographed performance. The surprised reactions of the public – with some joining in to

dance - were filmed, perfectly capturing the essence of the T-Mobile tag line: “Life‟s for

sharing.”

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Within one week, the two-and-a-half minute film generated 7 million views on YouTube, with

11,500 people giving it an average rating of 5 stars. In a David & Goliath triumph, compared to

the last ad released by brand leader 02, which got 14,000 views, T-Mobile‟s video marketing

effort generated 500% more views.7

Nine months later, it had garnered a total of almost 19.5 million views, 3980 blog posts, 18,433

comments, 980 tweets – and 6 more videos were produced in different public venues.8

Personality

Whether it‟s a Ron Popeil/Billy Mays-type spokesperson or celebrity endorser, a video

marketing campaign built on a personality, to present and promote your product, can win

customer trust. Via personal charisma or professional credibility – this video marketing approach

engages your audience in a kind of dialogue with the spokesperson, who is talking directly to

your customer: including and encouraging them to discover the benefits of your product – just

like the spokesperson already has.

Can‟t afford a movie star, celebrity stylist or Oprah? Look for local, high-profile personalities

(newscaster, socialite, popular leader) or someone within your company who embodies the

character and qualities you want to project in your video marketing message. Make sure they are

comfortable on camera and in the public eye; credible, enthusiastic and likable.

Training

Perhaps the least glamorous, yet the most functional, use of video marketing is the training tool.

Used as an audio/visual User’s Manual, a video shows how to accomplish complex processes,

assemblies, repairs, and how to find specific parts of a machine. Available online 24/7, it is easy

to update and it eliminates the expense of printed instructions and manuals.

Training remote and telecommuting staff, with 24/7 online access, removes time zone

restrictions, eliminates travel and associated expenses, and reduces labor costs paid to trainers

conducting multiple trainings - while providing complete, consistent and standardized

instruction. Again, there is no printing expense.

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Is Video Marketing Right for You?

In light of new media trends and technologies, video marketing makes sense for a lot of

businesses. Affordable, dynamic, interesting – and relatively new – video marketing is a trend

that may become a must-have marketing standard. Are you ready?

You could benefit from video marketing if:

1. You can demonstrate your product‟s benefits:

a. How it works

b. How it‟s different

c. How it‟s better

2. You have customer testimonials – especially with

a. Before-and-after images

b. Dramatic results

c. Moving, life-changing stories

3. You want to personalize your marketing message

a. Feature a celebrity spokesperson

b. Feature a company owner or spokesperson

4. Your product or service is entertaining – or you can show different ways to use it

a. Decorating ideas

b. Craft demonstrations

c. Recipes

d. In-the-field applications

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5. You can simplify instructions or parts identification with a demonstration

a. User‟s manual assembly or troubleshooting

b. Remote personnel training

6. You want to make your website

a. More interesting to attract potential and existing customers

b. Rank higher on browser searches filtering for video

7. You want to expand brand awareness via

a. New digital video marketing media: advertising screens and billboards

b. Viral video campaigns

c. Cable or internet TV advertising

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Movie Making for Video Marketing:

What You Need to Know Before You

Start

How hard can it be? Today‟s video cameras are engineered with auto irises, zoom features and

pretty good optics, to produce nice images for amateurs with simple point-and-click skills. True.

That‟s great for capturing memories – baby‟s first step, 50th

anniversary, surprise birthday – but

not necessarily for video marketing.

Video production is a complex process. You‟re dealing with moving pictures, audio (scripted

voice talent, music, sound effects), a narrative message with a beginning-middle-end, maybe

graphics. Are you familiar with continuity, time coding, lighting, microphones, color balancing?

If not, you‟ll need a professional who does.

The better you plan, the fewer mistakes you make, the more money you save.

5 Questions/5 Answers – Save Money, Save Face

Whether you‟re using a professional production company or renting equipment to shoot your

own video, the most expensive part of shooting a video marketing piece is the assembly of hired

labor and equipment. Imagine you‟ve got a 3-man crew, an actor, lights, camera and sound at a

combined cost of $1,000 per hour. You‟ll want to work efficiently and quickly, and that means

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being prepared: preproduction is the key to a well-executed video marketing campaign. Expect

the unexpected - that‟s why you‟ll have a “contingency” line item in your budget. Make a check

list, starting with the basics:

1. Who. Who is the audience for this video? Think about basic demographics: gender, age,

education, lifestyle, income. Be very specific. To whom are you targeting your video

marketing – it will influence the language you use, the actors you cast, the location you

choose. Is it for prospective customers, existing customers, sales reps, staff? Knowing to

whom you are communicating gives shape and tone to your message.

2. What. What will you tell your audience about your goods, services, company? Video is a

visual medium – if you can‟t convey your message in pictures (supported by audio and

graphics), then choose another medium – or another message.

3. When. When is your video marketing message relevant – a project which is “time-

sensitive” (e.g., a holiday promotion or event) makes lead time for media purchases and

production critical: does it require a year‟s advance notice or is two weeks enough?

Scheduling early will protect your investment.

4. Where. Where will your video marketing be seen – television, home computer, digital

billboards? Knowing the delivery medium is vital to understanding technical

requirements: for production and the final piece. A low-resolution video that plays all

right on YouTube is useless for cable television. A costly special effect is wasted when

viewed via a slow speed internet signal. Knowing where you will display your video

marketing – now and in the future – helps you make cost-effective choices before the

cameras start rolling.

5. Why. Why video marketing – why not print advertising? Is your product or service better

understood when it‟s seen in action, rather than talked about? Are your customers mobile,

on-the-go types who may not sit still long enough to read? Know why you are choosing

video to know how to make the best use of it.

6. How. In “How to Use Video Marketing”, above, you learned different approaches to

presenting your marketing message. Will you demonstrate, entertain or offer

testimonials?

Take the time to answer these questions for yourself. Knowing what you want from your video

marketing project will help focus on realistic expectations. If you decide to hire a production

company, you will already be prepared to provide the information they‟ll need to give you an

accurate estimate of the costs.

Budget: What’s a Must

What‟s it going to cost? There are two ways to approach the budget issue:

1) Spend what you have – know how much can you afford to spend

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2) Spend what it takes – know what you want to do, then learn the cost

Spend What You Have

What you can - or are willing to - spend on your video marketing, determines what you can – and

cannot – do. A video can be cheap (and look it), affordable, or breathtakingly expensive. Like

Goldilocks, stumbling upon the Three Bears‟ belongings, you‟ll want to find out what‟s “just

right” for you. This manuscript is written for the absolute beginner, so let‟s start with budget

basics: what will be in every video budget.

A no-frills video budget should always include:

Production

Equipment & Labor

1. Video camera & video tape

2. Audio – cheapest solution is the microphone in the video camera

3. Camera operator

Post Production

Equipment & Labor

1. Editing suite or software

2. Editor

As you can see, all it takes is a video camera with a built-in microphone to capture image and

sound. Unless you shoot in sequence, you will need a way to edit – you can rent equipment, buy

software, or hire someone who has the skills and equipment you lack. Much of what you see on

YouTube is shot and produced this way. Is this how you want to present your company, goods

and services?

Spend What It Takes

Video production is involved. An experienced video marketing producer can

make the most of a modest budget, working with his proven team and reliable equipment. A

professional looking video can be very affordable, so request bids from local production

companies to get a realistic range of costs for your project.

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All the details, like permits and releases, should be included. Be sure to look for that in your

contract or ask to have it included. A package typically includes script, crew, equipment and

editing. What you “save” on a production package, you can now spend on “frills” – the extras

that give your video marketing message oomph.

The frills:

Preproduction

1. Professional Scriptwriter – make your video marketing investment meaningful: start with

a good script – it‟s worth it

2. Talent – the script may call for actors or voice over talent to give your production a

polished, credible look. This means a casting session. Non-union talent may negotiate

fees by hourly or day rates. If they‟re still building a portfolio of work, you can offer a

copy of the final video as part of their compensation. Union talent – like all union labor –

has set fees and expectations. Be sure to get a signed release, if you‟re attempting to

produce your video marketing in-house.

3. Location – indoors/outdoors, private/public space. Where you shoot your video

influences other decisions and possible expenses to consider.

a. Indoors – you‟ll need lighting, attention to acoustics in the space

b. Outdoors – what‟s the weather forecast, extension cords and access to electrical

power, possibly fill lights, noise control

c. Private/Public – permission to shoot, signed releases from passers-by whose face

may be on your video, signed releases from owners if their storefronts are shown

Production: Equipment

Camera, audio, lighting, power supplies/cords, transportation, videotape, props, set pieces

Production: Labor

Camera operator, audio technician, lighting technician, grips (helpers); actors

Regardless of the budget, you have to start with a message: a story to tell in moving pictures.

You need a script.

Script: Framework for Success

At first glance, the final script looks deceptively simple. A minute-long script averages about 120

words. Some scripts may have no words at all – except, perhaps, a tag line at the end. Mostly, the

video script relies on a sequence of images.

Unless you are confident in writing for moving pictures, it is recommended you hire a

professional to prepare a script. Either way, you will need to provide answers to the five

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questions, above, and an approach: to entertain, to demonstrate, to train, or a combination. A

viral video takes a distinctly different tack than a straightforward video marketing approach.

Know which direction you are going.

A new study by Dynamic Logic, a Web market research firm, offers some guidelines for creating

effective online ads9, to factor into your script.

· Make every frame count – even as a standalone – to deliver the brand‟s image and

benefits. It has to work in the blink of an eye – that‟s all the time you may get.

· Cut to the chase – don‟t be too clever or coy: show your product at the beginning of

your video. Capture “your” audience immediately, by showing them something that

interests them. If they don‟t know what you‟re selling from the start, you may lose

their attention completely. The only time a “delayed reveal” can work, is if your

video is entertaining enough to keep a viewer engaged until the end.

· Say it simply – limit your video marketing message to two ideas – tops. If you‟ve got

more to say, produce a series of videos. If you do it right, viewers will look forward

to every one.

· Show people – appeal to the voyeur in viewers - people are people-watchers; include

people images.

How Long: Teaser or Epic

Budget and placement will help you answer the question of how long to make your video. The

longer it is, the more it costs – both in production and air time. Television advertising is sold in

10-, 15-, 30- and 60-second increments – unless you are doing a mini infomercial. What you can

afford, can dictate how long your video will be.

Quick & Easy

Video marketing displayed on the internet – either on a company website, YouTube or email – is

best kept under two minutes … unless the content is very engaging. While you‟re not paying for

air time (in this scenario), what you paid to produce your video marketing is wasted - unless your

video is viewed all the way through, by a lot of people. Most people will give you a minute of

their time, so give them something worth watching.

Train Without Travel

Training videos are a smart, cost-effective way to teach a remote sales staff how to demonstrate

and sell your products. This is especially useful for independent consultants in network – or

multilevel marketing – sales. Even though your audience wants – and needs – the information,

make your video concise (one to two topics) and under five minutes.

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Epic Infomercial

The epic form of video marketing is the infomercial, typically 30-60 minutes long, and extremely

costly to produce. The formula often includes a celebrity host, “live” demonstrations, and

scientific or market statistics. Companies specializing in this form of video marketing, already

have a sophisticated team of writers, researchers, producers and media outlets to create an

infomercial video marketing campaign. They accept submissions from manufacturers who want

to sell their products in a venue that can sell millions of units – if the price is right.

Images on a Budget: Flash Animation and Stock

Movement without moving pictures – that‟s what flash animation offers when your video

marketing budget can‟t cover the cost of a video production crew. Flash animation applies

camera moves – zoom in, zoom out, pan right or left – to a still photograph, to give a sense of

movement.

Integrate flash animation with video footage to stretch a video marketing budget. Need an

exterior shot of your storefront – but you‟re making your video in the dead of winter? Get out the

still photograph you took of your building exterior last May (when you put in new landscaping),

apply a little flash animation, and voila!

Can‟t afford a video crew, models or custom professional photography? Invest in a good script,

well-chosen royalty-free stock photography, flash/graphic artist, and an excellent editor to

assemble a video marketing piece for your website or email distribution.

Production Value: Polished or Plain – and Why

Dress up or dress down? Production value refers to the quality of the details that contribute to

your video marketing piece‟s finished look. It is revealed by choices in lighting, voice-over

talent, sound quality, composition, scripting, editing, graphics.

Naturally, businesses prefer to present themselves with the professional polish that gets them

taken seriously. Good production values need not be extravagant or necessarily costly.

Experienced technicians and solid preproduction planning are key factors to producing a well-

executed video – on time and on budget.

Sometimes stark simplicity makes more sense than a full blown production. A short, personal

communication, regularly updated, can be effective and practical with minimal production. It can

be a weekly, sixty-second motivational thought by the company president, or a daily Tip-of-the-

Day by a spokesperson. The focus, then, is on the person speaking directly to the viewer with a

useful piece of information – no selling. It‟s a one-camera shot, a short message, and a personal

delivery.

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Music: Necessary or Nuisance

What do you hear when you think of music for “Star Wars”, “Jaws”, “The

Godfather”, “The Big Chill”. What comes to mind musically for California raisins or Burger

King? A video soundtrack sets a mood, targets a demographic, and creates an emotional

association with your message. It is powerful when properly used, and highly recommended.

Using popular published music requires a licensing fee, determined by how much and where it is

used. Producers often own a “needle drop” library – royalty-free music they make available to

you as part of a production package – with different music styles, tempos and instruments to suit

a variety of moods. Or, if you are musical or know someone who is – you can personalize your

video soundtrack – fee free.

If you can‟t find suitable music – do without.

Do It Yourself vs. Production Company

Doing it yourself is not necessarily cheaper than hiring a professional. Ask any plumber who‟s

been called out to “rescue” a homeowner from his weekend DIY fix-it disaster. Mathematically,

buying a $50 part and installing it yourself looks like a savings – compared to the plumber‟s

$200 estimate – until you strip the threads, drill into a pipe, or find out too late that wasn‟t the

problem, after all. Now you‟ve lost your weekend, your patience and use of your plumbing. The

cost to repair your mistakes: $500.

But some DIY‟ers aren‟t trying to save money: they like noodling around the house and learning

how to fix things. A mistake represents an increased challenge, and eventually they do figure it

out. It might cost more now, but it pays off for them in the long run.

When it comes to video marketing, which is right for you? The chart, below, addresses some

simple things to take into account:

DIY PRODUCTION CO.

1. You have a deadline x

2. You have a budget x x

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3. You‟re making only one video x

4. You‟re not interested in “getting into” video x

Video Marketing: Maybe

Everyone says you should do it – video marketing, that is. You‟re open to the idea, and

somewhat skeptical, but you‟re willing to give it a try. If your video will be placed in paid media,

or you need it for a time-sensitive (or holiday) promotion, it‟s best to hire experienced help. If

you‟re paying for air time, you can‟t afford to miss your deadline or err on technicalities that

render your piece useless.

Video Marketing: Definitely

You‟ve seen it work and you‟re ready to try something new. While you‟re enthusiastic about

video marketing, you have no idea where or how to start. You want someone to help you, guide

you, and make a video. Start by hiring experienced help. They‟ve done it before, so you‟ll learn

the process start-to-finish.

A couple of things can happen: 1) you find you like the results, and are glad someone else knows

what they‟re doing, so you can rely on them to produce your videos, while you concentrate on

your business, or 2) you really like the results, see the potential in making video marketing the

cornerstone of your marketing strategy, and consider “doing it yourself”.

Video Marketing: DIY Considerations

Video equipment is not cheap. Producing your own quality videos requires an investment in

other equipment: lighting, audio, editing software – and knowledgeable operators. It can make

sense to create an in-house production office if:

1. Money is no object – if your company can afford the investment without hardship, and

you will be generating a lot of video marketing materials – training, instructional manual,

and promotional series videos

2. You have good, stable talent – you have a family member or someone who comes highly

recommended, that you trust to build the department, including writers/producers, able

technicians and managers

3. You have short lead times – if you‟re using videos associated with product development

or processes that require quick turnaround, you will need reliable, responsive services.

Using an outside vendor puts you at risk for needing something when their schedule is

already booked.

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Perhaps you will be generating a lot of video marketing materials, but you have neither the

resources nor the manpower to support an in-house production facility – talk to production

companies to contract their time and facilities for x-number of hours a year. This can yield

preferential pricing and scheduling priority, plus the perks of a consistent look and quality to

your video marketing campaign.

Buy One – Get Three “Free”

Pay for the first business card, get the next 999 free. In the printing industry, the primary cost of

a job is set-up. It is also valid for video production. If you already have a crew, equipment, and

talent assembled on location – depending on how well you have scripted and planned your video

marketing campaign – you could shoot multiple videos in one production package.

Maybe, at this time, you can only afford a 15-second cable TV ad. If you can afford to spend a

little more now on production, plan to shoot the extra footage needed to make a 30- and 60-

second version, which you can use later - when your video marketing campaign is generating

more business. Meanwhile, you can post the longer version on your website, where you‟re not

paying for media time.

Shooting extra footage is an economical way to get material to remix several versions of your

marketing message. The key to making the most of your budget: solid preproduction planning

based on a series of well thought-out scripts.

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Big Screen, Small Screen – In Between

According to a 2007 Dynamic Logic study, “television, magazines and online work best when

used together”, with television and online driving brand awareness and magazines contributing

to brand favorability and purchase intent.10

Video marketing placement can be free or paid, accessible at home (computer and television) or

in public (digital display screens and billboards). Here is a mix of opportunities for every

budget.

Website - FREE

Naturally, your website should be home to all your video marketing. But there‟s a bonus to

having video on your site: soon, video will factor into search engine results pages (Google has

already begun), ranking your website higher in a search results.11

Get ahead of your competition

– post your web video sooner, rank higher.

YouTube - FREE

YouTube represents an opportunity to be “found”. If you‟re not attempting a viral video

marketing campaign, try smart tags or captions to attract viewers and – hopefully – get them to

your site.

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Digital Video Screens – PAID

They‟re everywhere – malls, waiting rooms, delis, sports bars, gyms – and spreading. High foot-

traffic venues are sprouting flat screen displays with a series of 10-15 second digital video

marketing messages, alongside information of general interest (news-traffic-weather) or relevant

to the location (health tips in doctor‟s waiting room; daily specials in restaurants; gift ideas in

retail stores).

To be non-intrusive, typically these are flash messages without audio – and practically

irresistible to a viewer in waiting or browsing mode. Ideal for point-of-sale advertising, brand-

building exposure, geographic targeting, and tight budgets, a single-location placement – with

10,000+ monthly visitors - can cost as little as $60 month.

Digital Video Billboards - PAID

Targeting a younger, more affluent demographic for brand awareness – an emerging venue for

video marketing is the digital billboard. Giant LCD screens display a 6-10 second message, in

rotation with 6-10 other advertisers. Because it is still relatively new – there are about 900 across

the U.S., with a projected addition of about 200 each year – costs are higher than traditional

billboards. But, keep an eye on this video marketing opportunity – here‟s why:

· Lower Production Costs – compared with pricey printing on vinyl at $1.50-$2.00 per

square foot, the only production cost for video billboards is design, layout and

PhotoShop. Some outdoor companies offer the service for free.

· Dynamic Placement – schedule ads to appear during certain time slots or rotate

different messages; if something‟s not working, it‟s quick and easy to replace.

· Immediacy – capitalize on sudden changes: sold out a concert and adding a late-night

show? Create an ad, email it to the outdoor company, and get it on the schedule to run

immediately.

Cable/Internet TV - PAID

Less costly than traditional network television advertising, cable and internet TV video

marketing is – more importantly – cost effective for local and web-based advertisers. Cable

advertising is geographically segmented, so a regional retailer or service provider can buy

viewership specifically targeted to their service area.

Capture an internet TV viewer with your video ad, and they can easily click to your site in a

separate tab after the show.

Both require broadcast quality production, so plan to hire professionals.

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Video Marketing: Capturing Point of

View

The written word leaves much to a reader‟s imagination: tone, rhythm, pace … nuance. A skilled

reader finds pleasure in reading (and rereading) every word.

However, the readers lacking attention, vocabulary or reading comprehension skills may totally

miss the meaning of, or information contained in, a written piece – or skip it altogether. This

reader puts down the book, scrolls past your message, or simply clicks to another page.

A movie, on the other hand, is captivating. Like getting on a roller coaster, once the ride starts,

you cannot get off until it stops. If your video is well-done, this is its effect. You create an

experience that a viewer wants to watch to the very end – then watch again and again … and,

hopefully, share (for that “viral” effect).

Using a vocabulary of images and sounds, you control rhythm, pace, tone – and point of view.

Transcend language barriers and reading disabilities with universal images and evocative music,

to stir emotions – a powerful influence on purchasing decisions.

Ultimately, this is the true power of video marketing - its appeal to an international and universal

audience, speaking the language of human nature and the heart. Video marketing‟s “mini

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movies” make people laugh, be amazed, spur curiosity, and let them feel good – about

themselves … and your company brand.

Thanks to broadband, electronic technologies, emerging digital media, and the internet, more

businesses can now use the power of video marketing to reach a broader audience in more

venues than just television advertising.

If you‟re not yet using video marketing … you will be. Good luck and enjoy!

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Resources and Guidelines

A step-by-step guideline for hiring a production company prepares you to interview and evaluate

prospective video production vendors. The resource directory puts you on track to deepen your

understanding of the various aspects of video marketing.

HIRING A PRODUCTION COMPANY

First, know what you want to do. Review the “5 Questions/5 Answers”, above; have a ballpark

figure in mind of what you know you can afford, and an idea of what kind of video you‟d like to

make: demonstration, testimonial, entertainment, etc.

1. Put your plan in writing.

Write down the “5 Answers” and the kind of video you want to make. Indicate if there‟s a

timeframe – it could be due to weather (shooting your landscaping before it snows), a

seasonal promotion you want to feature, or a scheduling conflict, because your facility

shuts down for a month of inventory. When you ask for proposals, make sure all

estimates are based on the same specifications.

2. Prepare a script or outline.

Your video will be based on a shooting script. If you don‟t have one, be very specific

about the elements you want included (e.g., an on camera spokesperson or a voice-over,

moving or static shots, etc.). Include a script fee in your specification list, or hire a writer

directly. To be fair, you want to get apples-to-apples pricing.

3. Ask for referrals to reputable production companies. Do your research.

Start with people you know personally. Find out their experiences, so you know what to

expect – or learn who to avoid – and why.

If you don‟t know anyone who has done any video production, do your research. Google

“video production” with your zip code. Visit company websites to learn more about the

companies that interest you. Google them to see if there are any complaints against them.

Check with the Better Business Bureau. When you have a list of at least 3, and not more

than 5, candidates, you‟re ready to interview.

4. Conduct in-person interviews.

You can either have producers come to your office, or you can go to theirs. If they come

to you, assuming you‟ll do some shooting at your place of business, they can survey the

space and logistics of your location to figure into their estimate.

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· Ask them to bring a reel of their work. You want to see the quality of work they do.

Ask for references. Call them.

· Make note of the questions they ask you. Not only will it help you anticipate the

questions you can expect in successive interviews with other producers, it will give

you an idea how they are thinking about approaching your project. Good questions

are a good thing.

· If they ask you what your budget is, give them a range, rather than a set number.

· How do they communicate with you? Do they answer your questions thoroughly and

graciously? Are they helpful in offering guidance or do they only speak their industry

lingo? Chemistry is key to any working relationship – especially if you‟ll be paying

hundreds of dollars an hour.

· If you learn a service you‟ll need, that was not on your original plan, add it – again,

so estimates will all be based on the same specifications.

If you choose to visit a company at its office, you gain an insight into their

“housekeeping” – is the space well-kept, organized, inviting? It can reveal their work

habits and the condition of the equipment they‟ll be using.

Some companies will not have a formal office. That‟s ok, too. If the majority of their

work is done on location, there‟s no need to carry the overhead of an office – that can

mean a better price for you.

5. Review the estimates all together.

Have the estimates arrive at your office on the same day or within 24 hours of each other.

If they stagger in – since it‟s your first time doing this – you could spend more time

reviewing the early arrivals. Rightly or wrongly, whichever one you look at first may set

the standard for what you will expect to see from the rest.

If the first comes in low, by comparison, the next one may seem too high. If the first one

comes in high, you‟ll start to sweat the decision to pursue video marketing … until you

see a price that falls within the budget for which you were prepared.

Ideally, the estimates should be very close – within hundreds of dollars. If not, look at the

line items to find out why. Look at how many crew members, lights, microphones and

other equipment are in their package. Even though you gave each company the same

specs for what you want to accomplish, the proposals show how each company proposes

to fulfill your requirements.

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6. Compare Terms and Conditions.

In particular, look for how your price is affected, if you run over time or want to make

any editing changes. There is often flexibility, with a couple of changes included. You

want to know the tolerance – and the charges – for change, just in case.

Know how many days after shooting you can expect your edited video to be delivered,

the cost for extra copies, and what your recourse is if you are unhappy with the final

product. You want your edited masters and raw footage, in case you want to re-edit your

video.

7. Sign the contract.

If there is one company with whom you feel most comfortable, and their price is

acceptable, then that is probably the company you should choose. If they have won your

confidence, it is worth something to feel at ease throughout the process.

If, however, you like the companies equally well and there are big discrepancies in price,

find out why. Is one low-balling the price on a slim set of services? Is the other padding

their pricing, because you‟re new to the video game and they‟re building in a cushion for

mistakes?

In the end, make sure everything is in writing – to protect both parties.

ReelSEO

Online video marketing guide – News, Tips & Trends

http://www.reelseo.com/

Dynamic Logic

Marketing effectiveness research

http://dynamiclogic.com/na/#

YouTube Report 2009

http://youtubereport2009.com/

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Find Local Talent

Always try to find a referral to copywriters, video producers and technicians. Copywriting

services, available online, provide professional writers at reasonable fees. Failing these, or other

Google resources, check out nearby colleges and universities with programs in marketing, video

production and information technologies programs. Professors can recommend senior students

who are knowledgeable and accomplished in the skills you seek – at an affordable rate.

DIRECT RESPONSE TELEVISION (DRTV) - Infomercials

Learn about DRTV best practices from industry trade professionals to know what to expect, what

to ask, and how to know if this marketing path is right for you. Google “DRTV companies” or

“DRTV productions” to find companies who can help you make an infomercial.

Response Magazine

201 Sandpointe Ave., Suite 500

Santa Ana, CA 92707

714.338.6700 or 800.371.6897

DRTV Best Practices Primer: Choosing a Marketing Partner: Consultants and Agencies

http://www.responsemagazine.com/response-magazine/drtv-best-practices-primer-choosing-a-

marketing-partner-cons-441

DRTV Resources Online http://www.google.com/adwords/tvads/index.html#subid=general-

unbranded

Direct Response Academy

Austin, TX

512.301.5900

Direct Response Marketing & Management: Boot Camp

http://www.directresponseacademy.com/drtv_manage.htm

Google TV Ads

http://www.google.com/adwords/tvads/index.html#subid=general-unbranded

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TELEVISION SHOPPING NETWORKS

Direct submissions are accepted by the individual shopping channels. Research their shows and

guidelines to find out which venue is the best match for your product. The costs, terms and

conditions vary. This can be a price-sensitive distribution channel.

QVC Product Search

1200 Wilson Drive

Mail Code: 128

West Chester, PA 19380

Vendor_Relations@qvc.com

http://www.qvcproductsearch.com/index.htm?rewrite=no&cm_re=FOOTER-_-QCORPORATE-

_-VENDORRELATIONS&cm_sp=FOOTER-_-QCORPORATE-_-VENDORRELATIONS

Home Shopping Network (HSN)

http://www.hsn.com/become-a-hsn-vendor_at-4682_xa.aspx?nolnav=1

Guthy-Renker

41-550 Eclectic Street, Suite 200

Palm Desert, CA 92260

760.773.9022

productsubmissions@guthy-renker.com

http://www.guthy-renker.com/

Houston Inventors Association

Companies Looking for New Products

http://www.inventors.org/productscouts.html

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REFERENCES

1 Los Angeles Times; “Simple Elixir Called Miracle Fluid”, Marla Dickerson, February 23, 2009

http://74.125.95.132/search?q=cache:i0BQ5CVrLeEJ:articles.latimes.com/2009/feb/23/business/

fi-magicwater23+miracle+elixir&cd=5&hl=en&ct=clnk&gl=us

2 Adweek; “New Clients Embrace DRTV as Sales Soar”, Steve McClellan, August 25, 2008

http://www.adweek.com/aw/content_display/news/media/e3i67f2ad037eba0dd65ebe4d10ef0c47

6a

3 DRTV Media Buying; “People Switching From TVs to PCs”, Peter Koeppel, September 4,

2009 http://drtvbuyer.blogspot.com/

4 Internet World Stats; http://www.internetworldstats.com/stats2.htm

5 Marketing Experiments; “Can Viral Video Clips Drive Traffic?”; Nick Usborne, November 14,

2006 http://www.marketingexperiments.com/improving-website-conversion/viral-video-clips-

targeted-traffic.html

6 TechCrunch; “The Secret Strategies Behind Many „Viral‟ Videos”, Dan Greenberg, November

22, 2007 http://www.techcrunch.com/2007/11/22/the-secret-strategies-behind-many-viral-

videos/

7 BrandGymBlog; http://wheresthesausage.typepad.com/my_weblog/2009/01/httpwwwt-

mobilecoukhttpukyoutubecomuserlifesforsharingfilmhttpukyoutubecomwatchvvq3d3kigpqmnr1

object-w.html

8 Viral Video Chart;

http://viralvideochart.unrulymedia.com/youtube/the_tmobile_dance?id=VQ3d3KigPQM

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9 Media Post News; “Dynamic Logic Study Offers Ad Creative Rules”, Mark Walsh, October 21,

2009 http://www.mediapost.com/publications/?art_aid=115891&fa=Articles.showArticle

10 DynamicLogic.com; “Media Work Best Together, Playing Different Roles in Driving

Consumer Purchase Process”, October 2007

http://dynamiclogic.com/na/research/WhatsInTheMix/Oct2007.html

11 Professional.getlegal.com; “5 Advantages of Using Video on Your Website”, Stan Black

http://professional.getlegal.com/marketing/video-services/advantages-of-video