Pick any 2

Price, speed, quality, pick any 2. Huh?

I learned this adage from some friends of mine who work in the military and it applies to more areas of marketing than people are usually willing to admit. You see price, speed and quality can not exist within the same project, each of them can be excluded by the other two. You want that new marketing campaign to be high quality and lost cost? Well that will take a while to deliver. Oh, you need it in two weeks, then either cost or quality need to be adjusted. Ok, you’re on a specific budget, then quality must be adjusted.

So with that in mind what two should you advise your clients to choose? It depends, but here is something to consider next time to help you choose the best option.

Most sole entrepreneurs and business owners tend to allow cost to be the driving factor and that not necessarily a bad thing. You see cost is a great equalizer. Cost is what prevents me from being the first commercial passenger in space travel, but not from ordering chocolate from my favorite Italian chocolatier, Amedei. As marketers and advertisers we are concerned, and rightly so, with quality or effectiveness. Quality and effectiveness are the measure by which our marketing campaigns, brochures or videos are evaluated. How did it look, how did it perform, what was the conversion rate? But cost and quality aren’t exclusive, but they make speed pretty much unattainable. 

What if I told you that most of the time, your clients could have their cake and eat it too. They could receive effective high quality marketing campaigns/pieces and at a low price. This all hinges on 1 essential ingredient, planning. Planning is the reason why either a budget or a level of quality/effectiveness can’t be achieved. I have been contacted numerous times by potential clients asking for a video for a campaign and they need it ready to release asap and they only have x to spend (usually a low, but respectable budget). Now I do what I can to work with them, but most of the time, they find someone who can do it for really cheap and in 1 week.

Now it is confession time, I usually circle back to the clients website or check in via email to learn that 1 of 2 things happened. 1- the end result looks REALLY bad and/or isn’t effective (i.e. a waste of the limited budget they had to begin with) or 2 they never got the video finished (i.e. Failure), either they never started the project or the provider didn’t deliver a final piece.

Now if you find that is the case, don’t use that opportunity to say I told you so.

Instead, explain to them that next time they have a marketing need please contact me earlier than you think necessary (2-3 months before you want the project to go live) because I can deliver much higher quality than what you received at a lower cost when time isn’t as much of a factor. Why 2-3 months? Well most of the time I have found that their estimates of when they need to project to go live is way too late to be effective, so the 2-3 months earlier translates to 1-2 months to complete the project before the actual launch date and gives you as the marketer enough time (depending on the project) to deliver a high quality, cost effective piece that will blow your client’s mind. Are there cases when they have unrealistic goals? Yes, but educating your clients can often prevent or alleviate this.

So I leave you with this, never assume that your client has to choose which of the 3 ingredients to let fall by the wayside. The great equalizer isn’t cost, because with the right amount of planning any challenge can be met, assessed and conquered.

If you have any questions about your upcoming video production project, budgeting, choosing talent, etc please feel free to contact us. We are a Denver based video production company started in 2010 and have worked on all sorts of projects and would be happy to guide you through the video production process.

Toto, I’ve got a feeling we’re not in Kansas anymore.

Wise words Dorothy.

Advertising and Marketing have changed and I was again reminded of that fact only a few days ago. So I was walking by the Colorado Convention Center on Stout in Denver after finishing filming a member spotlight video for BMA Colorado.  To my right is an Embassy suites and to my left is a parking garage with a rather large billboard (it covered almost 5 floors vertically and roughly 70-80 feet horizontally). Now the billboard wasn’t what surprised me, but rather what it was promoting. A video game, but not the latest flavor of Call of Duty or the new release of Fallout 4, no an iPhone game. However this particular game is FREE to download and play, but has in app purchases. The game is Boom Beach.


Now on the surface this might not seem too unusual, but let me draw a 3 things to your attention.

First- Boom Beach is FREE. Granted the in app purchases and in game advertising are big money makers ($165,380 per day), but the actual game is free to play if you are patient enough to earn the needed resources to buy the upgraded weapons of war.

Second- This billboard is advertising a completely electronic product. So a completely electronic product is expanding its advertising arsenal to include a completely print based advertising route for gaining and retaining players. Granted this is nothing new, Microsoft has used billboards before and their main product, the Windows operating system, is entirely electronic and is now being delivered via automatic downloads to their customers. But Microsoft is an international brand that reported 93.6 billion in revenue in 2015 and 90.85% of computers use their product to work.

Third- The ad space surrounding the Boom Beach billboard advertised national brands like Chick-Fil-A. Also, the previous occupants of that exact billboard space were the American Thoracic Society (a non profit founded in 1905 that spent $720,000 on lobbying in 2015) and REI (a national sporting goods retailer founded 1938 with revenue of 2.2 Billion in 2014). So you have these two rather large ad spaces, previously held by a national retail chain earning billions of dollars per year and a non-profit that lobbies for and against bills on a national level, that is now occupied by a FREE iPhone game that you play while on break. Don’t wait for a punchline, because I don’t have one. Just wow.


Advertising and marketing are changing and have changed, not just in the number and type of channels but who is utilizing those channels. Do you have other examples? Post a comment below with your example or thoughts, I would love to hear from you!

Marketing trends and strategies to be aware of

Trends and strategies

Those are wonderful and terrifying words for marketing. With marketing things change and sometimes they happen quickly and other times slowly. When looking at marketing trends and strategies you have to be careful and thoughtful about what you use and where you take it. Certain businesses can benefit more from one marketing strategy than another business and in some cases they can be harmed by a strategy that helps another.

Take for example refrigerator magnets. Which do you think will have more success (based on ROI) with using refrigerator magnets in their marketing campaign, your local HVAC/plumbing company or a facial tissue manufacturer? Probably the plumbing company, since they are in their customers homes and businesses and can leave the magnet right where the customer will see it, when a problem or need arises in the future. That is a very focused and time appropriate strategy, since they will be in front of a customer when their service is needed. Tissue company, not so much. When you buy tissues, you probably buy the brand with the best price, the brand you always buy or the brand with packaging you like the most.

So with this talk about trends and strategies what should you consider for the coming year? Here are my picks for the most important, in no particular order, that I compiled from multiple sources (Forbes, INC.com, HuffPost and Vidooly).

Transparency and relatable brands

Brands, in order to touch the cords, are drumming the emotional connect with elan. Realising the importance of emotional connect they revive the sentimentalist aspect of a brand by humanising it. Remember the overwhelming ads by coca-cola and back home we had a successful campaign in ‘Ghar-wali Diwali’ last year by pepsiIndia.


I have been told more times than I can count that people buy from those that they know, like, and trust, KLT for short. Basically the steps for KLT are become an acquaintance, then a friend and finally a confidant or trusted advisor. When you become trusted you have reached the last step where a customer turns to you for advice and eventually for a solution, whether a product or service.


When you visit a webpage that isn’t mobile optimized you know that it can be a hassle. While it isn’t a huge inconvenience for most people it is enough to make you think about clicking away and that happens before you ever consume the content that YOU clicked on. Now if most of the content your clients and followers receive from your business isn’t mobile optimized then you can imagine their frustration when they click to consume it.

A majority of your followers and subscribers are likely to be accessing your content via mobile, and yet many businesses still aren’t creating and distributing their content with these users in mind. Considering how and where your mobile users will be reading your emails and social media posts is key…

-Kim Garst, Huffington Post

Keep it brief and simple

“It’s not OK to simply push out anything that contains a relevant keyword,” she says. “As the content landscape continues to experience exponential growth, the future will be about piecing together solutions for time-starved individuals and helping them consume and apply the insights.”

-Nadine Dietz, creator of The CMO Solutions Clubhouse

While keeping campaigns and copy short and to the point isn’t anything new, attention spans are shorter now more than ever and campaigns that are aware of that and cater to it will win. Vine and twitter are great examples of short attention spans becoming mainstream.

A widespread trend observed worldwide was to make content shorter and durable. This seems to be the need of the hour for crafting videos. For people consuming data/video on the go, mostly on mobile devices, need content which is quick and catchy in as we always playfully complain.



“With the continued evolution of technology, like wearables, companies including Chambers of Commerce need to adapt our content marketing so we can better tell our story, engage customers, and create a unique experience for them.”

-Oscar Garcia, CEO of Chamber of Commerce Mountain View

I have written on the impact and power of video testimonials before so please visit there to find out more.

Content creators are needed and user created content is more powerful than ever

“[Next year] will bring decentralized content creation programs with participants across the company (not just marketing), as well as content initiatives that rely on user-generated content in expanded and highly strategic ways,” he says. “The best source of content in most companies may be right under your nose: your employees and customers.”

-Jay Baer, president of Convince & Convert

This is where small companies can make big gains just like the large companies. Earlier this year I wrote about Shoedazzle which leveraged user generated content with great results. As a result they saw dramatic increases in website traffic and more sales.

With the young and happening lot, high on creativity brands are looking to capitalise on this chunk and encourage them by providing them forums to shoot videos and enter many such video contests to promote their brand by enticing the amateur film-makers. The recent campaign by Pepsi India on the theme of Crash the Pepsi IPL, are gaining a lot of momentum these days.


Search algorithms will change and never stop changing

Google is their own company that serves their customers (users of their search engine) and in an effort to serve up more accurate results to their users they update their search engine algorithm multiple times per year. In fact in 2014 Google made 15 major updates to their search algorithm and at the time of writing this article they have already rolled out 3 updates. As a result businesses need to update their website and SEO strategy on a consistent basis which, needless to say, can be frustrating. Moz.com has a great timeline showing the history of Google’s algorithm updates.

Smarter email marketing

Businesses who have been investing heavily in digital marketing over the past 5 years are already figuring this one out. In the past, offering a company newsletter via email was often enough to build and grow your list. But with website visitors becoming increasingly wary of handing over their email addresses, businesses need to become extremely smart about what types of email content they provide and how they promote it.

Using free eBooks or white papers that offer true value are great lead magnets that work well to entice people to join your list. As you continue to send highly relevant content to your subscribers, they recognize that you truly ‘know your stuff’, and are more likely to purchase your products or services.

-Kim Garst, Huffington Post

In some ways smarter email marketing ties back into the trends of mobile, transparency and keeping it brief and simple.

At the end of the day most of these are timeless principles that if followed, will result in increased customer engagement and eventually sales whether it is 2015 or 1950.

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