Marketing: Video Is The Key Strategy

Marketing:  Not long ago we blogged about creating a “how-to” video.  That type of video promotes a subtle form of marketing although it is instructional.  In this blog, we will show you another type of video that can not only create key marketing strategy but also enhance your brand.

Marketing Directors and Business Owners:  Learning the Power of Marketing with Video.

Just for a few moments, pretend you are a business owner.  You probably already know that marketing with video will supercharge sales.  Did you know that, in 2019, a video will claim 80 percent of the traffic on the web?

Startling Statistics for Marketing with Video:

Adding a video to marketing emails can boost click-through rates by 200-300%.

• “Embedding videos in landing pages can increase conversion rates by 80%.”
• 90% of customers report that product videos help them make purchasing decisions.” (This was the “how-to” style of Instructive video in one of our former blogs.)

Marketing Power for Business Owners: the “Executive Charge” Video

So, with these statistics in mind, let’s investigate another type of video that every business needs, especially at the beginning of their venture into marketing.  You see, there are at least a dozen options.

A business video can take many forms.  We think of these different types of videos as our products.  So today’s video is termed an “Executive Charge,” and you have probably seen them.

1.  This video is not like a major movie production.  Therefore, it is more like a presentation or speech.  It is known as “one of the best forms of internal communication that legitimizes an initiative.”

2.  In the executive charge video, we film the business owner or CEO while he or she addresses the viewers.  CEO or department leader is looking directly into the camera lens, getting up close and personal with viewers.  He or she addresses the viewers with an executive vision.  Likewise, this speaker motivates them to accept a task.  Alternatively, he or she charges them with a challenge.

Add a Culture Message

3.  Another way to use the Executive Charge video is to create a company culture message.  These have been popular even as commercial advertising videos.  “In order to be a thought leader, it’s crucial to showcase the insights from a company’s executive team.”

4.  This kind of Video is a marketer’s double-edged sword.  On the one hand, it allows you to display key insights from your CEO.

On the other hand, it evokes an authentic connection with the audience.  Check out Sarah Kaus, CEO of S’well.

She serves viewers with a vision of a world with no plastic water bottles and at the same time reports on her Company’s metal bottles, marketing and sales.

5.  The Executive Charge Video could show the CEO “talking about his/her experience within the company.  This is a highly impressive motivator if the CEO worked his/her way up through the ranks or if they recently joined the organization.”

6.  The Executive Charge Video also could be your company culture video.  The video could perfectly market, or we should say share, the company’s values, benefits, and opportunities for career.  The key to the best Executive Charge Videos is to have a great story.  And that means you must have a script. (Keep reading to see how to accomplish this.)

Making the Executive Charge Video

With the Executive Charge Video, Bullhorn Media paves the way for boosting your company’s brand and the message behind it.  Using voice, content, design, branding, filming, and editing, the Executive Charge video can elegantly but simply assert your brand identity.  It’s the perfect way to “make sure that your customers,” employees and recruits, know you and your brand.  But first, we need a script.

Helpful Hints for Your “Executive Charge” Video Script

Having filmed many of these, we have some preliminary suggestions that will make this project ignite.  Step-by-Step, you can develop your script.  And a script is key to getting our project started.  With a solid script, we can film and edit your script on time and on a value-based budget.  You see, hours of filming without a plan would result in expensive hours of extra editing.  So, think of your script a simply a strategic plan and check out these handy steps for your project.

1.  Research Your Own Company:

These scripts work best when you begin with your own company’s communications about you or the executive you have cast as the spokesperson for the brand.

2.  If Not You, Who?

Unless you are the talent in the video, you need to talk to the person who will be doing it.  You need to know their presentation style and what they are comfortable doing.  For example, if he or she is uncomfortable with solo speech, you could use an interview style.

3.  Figuring Our the Speaker’s Style

A bullet point list of talking points works well for some speakers.  Others need a word-for-word script.  What is your style?  Still, others will need a teleprompter.

4.  Create the message.

Simply write it down as if you were presenting it live on a stage.

5.  First Practice, 2nd Practice, and 3rd Practice.

First, perform the script for a friend or peer.  Then practice with a mirror.  Practice aloud, not just in your head.  “As you practice it out loud, revisions will emerge naturally.”  This will make your presentation more spontaneous and genuine.

6.  Time to Revise!

So, revise the copy and share it with your executive if you are not the one speaking.  Then ask for a sign-off and bring the copy to us.

7.  Now We Have Some Video Fun:  Lights, Camera, Action

We like to put your copy into a three-column script.  There we will add our production elements:

• such as camera angles,
• music choices,
• graphic elements,
• and transition styles,
• scene locations, props, wardrobe, lighting.

Then, you will get the opportunity to revise the script before production.

Finally, we produce the video and empower you to unleash your branded, executive vision with the new, invigorating power of video.