Think Big: Video Marketing Campaign

by | Nov 29, 2016 | Digital Marketing

Think Big: Video Marketing Campaign

All too often we encounter businesses and non-profits that make the same mistake time and time again. They hire a video production company to produce a single marketing video promoting their product, service or brand for the entire year. This may be better than no video marketing, but it will have a short life cycle. The key to marketing is consistency. Start thinking of a campaign of videos time-released over the course of the entire year.

Budgeting Your Campaign

What messages do you want to tell your audience this year? What stories would you like to share? You can start off by figuring out your annual budget for video marketing and explore what is possible. It could be a bunch of simple videos, a few highly produced videos with basic videos in-between, etc.

Are you looking to limit your budget or testing the waters to see what’s working? I would suggest starting with many simple videos so you can get more traction through out the year. I understand if you need to get that first “About Us” video on your home page. If so, start with that and create a goal to build your campaign after. As you find whats working best you’ll begin to see the return on investment building through the year. You’ll discover what’s working and what’s not working as well. Then you decide how to grow the next year. The main idea is to follow a successful video marketing strategy that you can scale every year. The more you invest, the more business will grow.

Still not sure how effective video marketing is compared to other forms of marketing? You can simply google it or visit one of many articles that share incredible stats like this one from Video Brewery.

Basic RGB

 

Limit Your Lengths

Limit your lengths of each video. 30 second videos with a single message can be powerful. 60 second videos are great. Even 2 minute videos can deliver phenomenal response. Once you venture into the 3+ minute land, you may start to play with fire. If you produce longer videos, make sure they’re produced better with engaging stories. Here is an interesting article from ReelSEO  about how length does matter.

At Pennylane, we see the same mistake all the time. Companies try to squeeze too many messages into one video. They’re afraid that the viewer will not understand everything they need to know to become a customer. This is untrue because most viewers will never watch the entire video if there are too many messages. By spreading your messages out over multiple shorter videos, you will be able to accomplish much more:

  • Create a higher impact for each individual video
  • Show the customer how to focus on core messaging
  • Have a better retention rate on videos which helps your SEO
  • Building your library by adding videos to your annual campaign (which you need to do anyway)

So to wrap it up, simplify each video message and think of your master plan for the year, not for a single video.

Instagram Marketing Videos For Inspiration

by | Sep 9, 2016 | Social Media

Instagram Marketing Videos For Inspiration

Instagram Marketing Videos for Inspiration

If your impression of Instagram is that it’s for pictures of food and 15 second clips of cats playing the piano then it’s time to think again. Instagram marketing is changing the way businesses reach their audiences. Instagram has over 300 million daily active users.  There are 95 million photos and videos uploaded everyday and that media generates 4.2 billion likes daily.  The social media service has been allowing users to share video since 2013. In March they expanded the length of their videos from 15 seconds to sixty seconds. Most importantly for marketers Instagram is changing the way content shows up in user’s timelines.

instagram videos

Instagram is adding an algorithm that reorders pictures and videos in users’ feeds based on their interests. In addition the Facebook owned company has rolled out a “Videos You Might Like” feature that collects videos from all of its user base. Along with this comes “featured” channels which will surface creators according to the user’s likes. This is only the beginning of a big move towards a more video focused service. We’ve put together 5 of our favorite marketing videos on Instagram. These range from big budget commercials to the simplest of productions, but all of them take advantage of the power of the platform.

1. IKEA | Instagram Marketing

This ad combines a simple set up and humorous situation with a slam dunk on IKEA’s messaging. Their products make your life better.  Plus it never hurts to have a cute kid in a dinosaur costume.

2. BEN AND JERRY’S | Instagram Marketing

Simple is the name of the game here. This Ben and Jerry’s product announcement focuses on what’s important. The flavors that go into the ice cream.

We’ve taken Cookie Dough to the next level. Introducing S’wich Up! Details at link in profile. Now available in some EU countries.

A video posted by Ben & Jerry’s (@benandjerrys) on

3. GOPRO | Instagram Marketing

GoPro is a company that’s always on the cutting edge of technology. So, it’s no surprise they are going full tilt on Instagram. Here they show off the kind of extreme footage that GoPro users aspire to get. They combine that with their mysterious GoProKarma hashtag campaign.  What you get is a single shot that draws the viewer in and inspires them to seek out more.

4. REEBOK | Instagram Marketing

This is an example of more traditional marketing being brought to a new medium.  This commercial would live just as comfortably on a TV screen as it does on an Instagram feed. It’s a great example of how you don’t have to short on quality to grab a social audience.

Honor your body. Honor your days. How will you make the most of the 25,915 days you’ve been given? #HonorYourDays #BeMoreHuman

A video posted by @reebok on

5.  DOLLAR SHAVE CLUB | Instagram Marketing

Dollar Shave Club is a next level marketing company.  Just look at their “Our Blades are F***king Great” promo from 4 years ago. This little clip is oozing with humor and includes the main hook of their brand.

Things get creepy when you have to shave with an old blade. Enjoy a fresh Dollar Shave Club blade anytime for just a few bucks.

A video posted by Dollar Shave Club (@dollarshaveclub) on

 

Learn more about Pennylane Marketing

Award winning video production studio and creative marketing strategist.

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Facebook Video Marketing Trends for 2016

by | Aug 19, 2016 | Social Media

Facebook Video Marketing Trends for 2016

Facebook Video Marketing Trends for 2016

“In five years, most of [Facebook] will be video.” Mark Zuckerberg made this statement just last year, and today Facebook is generating an average of 8 billion video views a day. This includes over 100 million hours of video watched per day by over 500 million people.  Here are 3 facebook video marketing trends that can help your brand make the most of it.

the future of video on Facebook

3 facebook video marketing trends for 2016

1. 360 Video

We’ve already told you why virtual reality is vital to your marketing. Facebook video marketing isn’t waiting for VR headsets to go mass market. They rolled out their 360 video feature late last year. Since then over 150,000 videos have been uploaded.  You can view these videos on a VR headset, but that’s not the only way.  They are available on your desktop and mobile devices and the engagement numbers are huge. MediaShift did a case study where they uploaded the same video both in 360 and standard formats. The regular video received 237 views while the 360 received 13,455.

Facebook also provides content creators with new tools  for these new immersive videos. You can create what they call a “lean back” mode which allows you to guide your viewers through the experience.  They also are providing a “Heat Map” which shows you which area of your 360 video the viewer spent the most time watching.  Theses are powerful analytics that can help any marketer effectively shape their brand’s message.

National Geographic was one of the first companies to embrace 360 video.

360°: Dive Through an Oil Rig Ecosystem

Dive into an artificial ecosystem that developed beneath an aging oil rig in this incredible 360° experience.

تم نشره بواسطة ‏‎National Geographic‎‏ في 20 يوليو، 2016

Note: This video may not be viewable while using desktop with Safari and Internet Explorer browsers

2. FACEBOOK LIVE

Live videos are more personal and the perfect way to relate genuinely with your consumers. The stats back this up. According to Social Media Today viewers spend three times as long watching a live video. People are also more engaged with live video. With users commenting ten times as much on live videos than on regular videos. Facebook has noticed this trend and is investing in the platform.

They have tweaked their algorithms to surface live video above higher in people’s feeds. They are also paying $50 million to companies and stars to produce live videos. In June the Wall Street Journal reported “In May, 44% of the top 500 Facebook pages maintained by media companies posted at least one live video on Facebook, up from 11% in January.”

For a great example just look at this personal and engaging video from Callway Golf.

EXCLUSIVE: Inside Arnold Palmer's office in Latrobe, PA.

تم نشره بواسطة ‏‎Callaway Golf‎‏ في 13 يونيو، 2016

3. NATIVE VIDEO

Here is the bottom line if you are linking your YouTube content on Facebook your chance for engagement goes way down. The reason is simple. Uploading a video to Facebook will auto play in a user’s timeline. A YouTube link will not.  What good is your eye catching, well produced piece of marketing if no one is seeing it?  Imagine how much more effective you are when a potential customer who would never click on a link is drawn into your video because it happens to be playing as they scroll. Just look at the reach Tasty has had by uploading eye catching videos to Facebook.

We hope you enjoyed these 3 facebook marketing video trends. Pennylane is a video marketing consultant. If you want to learn more or consider different strategies with using video marketing, contact us today to explore ideas to grow your brand.

Social Responsibility is Building Companies

by | Aug 11, 2016 | Digital Marketing

Social Responsibility is Building Companies

Social Responsibility is Building Companies

Corporate Social Responsibility is a mindset that companies adopt as they grow larger. It’s their way of giving back and making a positive impact on the community, employees, stakeholders, investors, and the public. Sometimes public perception sees large corporations as greedy profit-hungry machines without a soul. Because of this, it’s important for large businesses to let people know that they do care. Sometimes we forget behind all companies are people.

Habitat For Humanity being helped by H2M and Riverhead Building Supply through Corporate Social Responsibility

Corporate Social Responsibility is building companies

Corporate Social Responsibility is a Win/Win

One of our core values here at Pennylane is Win/Win. This means we only do business with companies when both of us benefit. When the customer benefits and we lose, we tend to stay away in the future. When we benefit and the company loses, why should they do business with us again. We believe in long lasting relationships where we both win every time. CSR Campaigns attract us for the same reason. The community wins with the help of the business. The business wins in several ways:

  1. Better public perception which leads to long-term profits.
  2. Builds camaraderie with company employees
  3. Inspires better performance from employees
  4. Builds share holder trust
  5. Many times, it helps make the community more profitable
  6. Life has a way of paying back more than what you give

Marketing Video 1: Time Warner

We work with Time Warner every year promoting their Richard D. Parsons Award Ceremony. This is an annual gala that honors it’s own employee’s volunteerism. Many times these heroes are leading non-profits that they have created out of the passion of helping others. Time Warner makes a point to support their efforts with funding and time off from work to volunteer. Here is the 2015 awareness film that Time Warner hired us to produce.

Marketing Video 2: Dealertrack

Another great example of a Corporate Social Responsibility project we produced was for Dealertrack. Dealertrack is located in Lake Success, NY. If you’ve bought or leased a car anywhere in the United States, chances are Dealertrack’s technology was used by the dealership. Earlier this year, they donated to Make-A-Wish and hosted Julissa’s send-off party to Disney. This shows the public that Dealertrack’s efforts are making a difference. It also creates a sense a pride within the company and employees. This ties back to the local community in which Dealertrack does business too. A win/win/win for the business, the charity, and the family.

Who Are the Top Givers?

According to Reputation Institute, these are the top 10 companies in 2015 with the best Corporate Social Responsibility rating:

  1. Google
  2. BMW
  3. Walt Disney
  4. Microsoft
  5. Daimler
  6. Lego
  7. Apple
  8. Intel
  9. Rolls Royce
  10. Rolex

Marketing Video 3: H2M, Riverhead Building Supply, and Habitat For Humanity

Our last example here is a touching story about how H2M and Riverhead Building Supply contributed to Habitat For Humanity. H2M is an architectural, engineering, and environmental consulting firm located in Melville, NY. Riverhead Building Supply provides to builders, contractors, architects and homeowners. Both H2M and RBS’s charity and sweat equity help Habitat build better neighborhoods. For example, building this house (video below) increases the value of the community. It also puts a new hard-working family in a home to contribute to the community. This never-ending cycle leads to increased business in the community. It also helps all surrounding businesses be more profitable and raises the value of neighboring homes. Seems like no brainier right? Watch their story here:

Learn more about H2M’s Social Responsibility efforts

When our clients call us to produce Corporate Social Responsibility media, it’s a great feeling because we know there’s an amazing human story behind the message. These are the campaigns that truly get us excited because we know we’re part of building a better world.

The next time your company gets involved with a CSR project, let us tell your story with creative video marketing.

Watching Porn Will Change the Way You Do Business

by | Aug 5, 2016 | Business

Watching Porn Will Change the Way You Do Business

Porn has been one of the greatest trend forecasters in regards to how companies do business. Now they’ve set their sites on the next big thing…virtual reality (VR). Some critics may try to persuade you that it’s just another fad. Others may think it’s just for games. The Fact is that the world’s biggest companies have been investing billions into VR. They know something most don’t. VR is about to change the world.

Here are some facts about the porn industry. Did you know that…

  • The porn industry is the reason VHS (not BetaMax) became a household name?
  • BluRay (not HD DVD) won the war because of porn?
  • Porn (not Amazon) pioneered online payments which is now a 340 billion dollar industry?
021115-N-5862D-001 Aboard Naval Air Station (NAS) Pensacola (Nov. 15, 2002) -- Hospital Corpsman 2nd Class Tim Sudduth, from Vashowish, Wash., demonstrates the Virtual Reality (VR) parachute trainer, while Aviation Survival Equipmentman 1st Class, Jackie Hilles, from Ekland, Penn., controls the program from a computer console. Students wear the VR glasses while suspended in a parachute harness, and then learn to control their movements through a series of computer-simulated scenarios. The computer receives signals from the student as they pull on the risers that control the parachute. The VR trainer also teaches aircrew personnel how to handle a parachute in different weather conditions and during possible equipment malfunctions. Navy and Marine Corps aviators receive state of the art training at the Naval Survival Training Institute. U.S. Navy photo by Chief Photographer’s Mate Chris Desmond. (RELEASED)

Hospital Corpsman 2nd Class Tim Sudduth demonstrates the Virtual Reality (VR) parachute trainer.

The Biggest Players In Virtual Reality

  • APPLE
  • SAMSUNG
  • MICROSOFT
  • GOOGLE
  • IBM
  • INTEL
  • HP
  • FOXCONN
Man tries virtual reality for the first time at You Visit offices

Man tries virtual reality for the first time at You Visit offices

In 2014, Facebook bought virtual reality company Occulus for 2 billion dollars. CEO Mark Zuckerberg has confirmed it’s not just about gaming. Zuckerberg told the Bloomberg Business that he thinks (games are) the gateway drug for VR.” He adds that he wants “Facebook to own VR the way Apple and Google own mobile.”

The gateway drug for VR

– Mark Zuckerberg

According to Reuters over the last year the number of businesses focusing on VR has gone up by 375%. Then there is the 1.2 billion invested in just the 1st quarter of 2016. Plus the prediction of 80 billion dollars in revenue by 2025. The porn industry is not waiting for mainstream to finally catch on. Once again they are not only becoming the early adopters, they are becoming the leaders in another billion dollar industry.

Of course, along with VR there is AR. Augmented Reality is like VR on steroids. It uses the existing environment but overlays new information on top of it. If you haven’t seen it yet, this will blow your mind.

And of course companies like Leap Motion are creating radical shifts in hand tracking software with Orion. This kind of technology can be implemented in countless ways to enhance business around the world.
According to The Street these are the 5 top stocks to keep your eye on because VR is here to stay:

  1. Alphabet  (GOOGL)
  2. Facebook (FB)
  3. GoPro (GPRO)
  4. NVIDIA (NVDA)
  5. Sony (SNE)

IT’S ABOUT THE EXPERIENCE

It all comes down to how your audience engages with what you are trying to tell them. If you’re trying to dominate your market, you need to embrace technology. Those who refuse to change will be left behind.

You Visit CEO Abi Mandelbaum explains how important VR is. He compares VR today to what mobile technology was like years before it dominated the market. You Visit is one of the earlier pioneers of the VR/AR world. Their massive 360 library is changing business every day.  Learn more about them here.

Today your target audience is consumed with distraction. Cell phone rings, text messages, Facebook and Twitter notifications. Their watching your marketing video online and concentration breaks immediately. They have disengaged from your message just like that. Now imagine the same viewer in a full 360 degree world of your creation. They are immersed into your message without any distractions. You have 100% of their visual and audible attention. Imagine the power of that kind of marketing. So what are you waiting for?

Pennylane is a consultant and expert in video marketing. If you want to learn more or consider different strategies with using video marketing, contact us today.