Brand video production deck 8 2014

DO’S & DON’TS OF BRAND VIDEO
Copyright © 2013 by IQ Agency
!!
IQ Agency
August 2014
www.iqagency.com

CONTENT IS THE RUBBER
Content is what sells, persuades
and influences.
!
Fresh content is also what gets you
ranked on Google.
!
Everything else is just the
mechanics of getting it to the
consumer.
!
Copyright © 2014 by IQ Agency 2

NOW EVERYONE WANTS VIDEO
!
Cheap broadband has made high-quality video
accessible.
People prefer video because it’s engaging and easy
to consume.
Even 56% of business people say they prefer
watching video to reading*
!
*Forbes Insights

THERE’S NEVER ENOUGH
People have an insatiable appetite for content,
especially video.
It’s how you buy attention. But it needs to stay
fresh.
Like Chinese food, 20 minutes later they want
more.

UH OH, LOOK OUT!
We’re already submerged in a tsunami of video.
According to Cisco, 86% of web traffic will be video by 2016.
The majority of it is User Generated vs. made by Brands.
Most of it is pretty bad.

STAND OUT OR STAY OUT
Only the best brand videos will cut through the clutter.
That means being engaging and relevant.
Bad video will harm a brand more than it helps.

Click to Play
Originality differentiates your brand and gets you noticed. Often,
however, it’s not just what you do, but how you do it that matters, as in
this example.

BEFORE YOU START

DEVELOP A STRATEGY
You need a content strategy.
It tells you who, what, when, where and most
important why.
Content strategy is informed by marketing strategy.
Hopefully you have one.
Copyright © 2014 by IQ Agency 9 * McKinsey & Co

CREATE PERSONAS
Identify your target audience.
Create personas (profiles) for the key segments.

MAP THE JOURNEY
Map the Consumer Decision Journey* for each
persona.
Define the needs for each persona at each critical
touch-point on the journey.
Translate those needs into an engagement plan.
This will focus what you have to accomplish with your
content.
* McKinsey & Co

ID CONSUMERS
The objective is to deliver the right content at the
right moment to the right person.
Build a system that will identify where the consumer
is on the path to purchase.

UNDERSTAND CONTEXT
The context of each touch-point dictates the style of
communication.
Is a video right for where the content will be viewed?
What type of screen will it be viewed on?
What’s the optimum length?

DEFINE SUCCESS
Know what success looks like.
Set Key Performance Indicators (KPIs)
Track and measure the metrics.
Then analyze.

MAKE SURE THEY COME
Before you make your video do you have a plan for
exposing it?
Where will it be shown?
Why will people want to share it?
Identify opportunities to spread the video beyond
your “owned” media.

DEFINE THE MISSION !
!
What do you want them to believe?
What do you need them to remember?
What do you want them to do?

Click to Play
In this web video the mission was to get people to believe in and
remember a new way to workout from Under Armour.

EXAMINE THE IDEA

DOES IT FIT
THE MISSION?
What’s the right balance between education and
entertainment?
19

Click to Play
In this video for iShares, the job was to educate the viewer. But first we
had to keep their attention, so visual metaphors make an otherwise dry
subject engaging.

DOES IT FIT THE
BRAND PERSONALITY?
The personality of your brand should influence the style of your
creative approach.

Click to Play
Banks, for example, need to be very conscious about how the style of
their communication affects their brand perception.

DOES IT FIT THE
AUDIENCE’S TASTE?
Understand the spectrum of cultural
acceptability of your audience.
!
Personas of your audience segments
will give you insights.

Click to Play
While UPS tends to be a more conservative brand, racing fans are pretty
loose. So in this video the style and feel are designed to fit the audience.

DOES IT FIT THE BUDGET?
Making videos is like building a house.
You need a budget before you start.

Click to Play
It doesn’t take heaps of money to do good work. In this instance animation
was a cost saving route for a series of videos for the Intercontinental
Hotels rewards program.

NOW TELL A STORY
It can be simple or complex, but must
accomplish the mission.
Align it with the content strategy.
Keep it simple and focused.
Less is more.

Click to Play
People are programmed for stories. So even with a brand video, like
this one, tell a story.

AWESOME TALENT MAKE
AWESOME VIDEOS
Just because someone in the office has a nice
camera doesn’t mean they are ready for prime time.
!
Good equipment is easy to come by. Good creative
people, who know what they’re doing, are not.
!

Click to Play
Talent not money made this video to introduce “My Health Info” for
Microsoft. A well-executed idea doesn’t have to be costly.

AVOID THE DEADLY SINS
There’s no excuse for:
Bad quality sound.
Poor video quality - unless it fits the concept.
Being boring or amateurish - bad on purpose is
usually just bad.

THE COST CONUNDRUM
Most agencies are used to making TV commercials.
The agency/TV commercial approach is usually too
expensive.
!
So how do you produce a steady stream of
high quality videos at low cost?
!
!

HAPPY TO ANSWER THE QUESTION……
!
!
Call Patrick Falvey 404-932-1932 patrick@iqagency.com
!
!
!
IQ is a full service marketing agency with digital at it’s core. Our script to screen content
creation capabilities include all phases of content strategy, in-house live-action and
animation studios. editing, sound design, music composition, and more.
!
To see more of IQ’s video work visit www.iqagency.com/work and click video/content
!
!

Brand video production deck 8 2014

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Brand video production deck 8 2014