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.

Lost at Sea, the value of planning

Always have a backup plan and consider the possible outcomes.

So why am I talking about this? Well, because I didn’t during a recent shoot and almost lost video footage and a camera. Let me bring you up to speed.

I was filming a documentary project in Scotland. The project required 2 weeks of filming in the magical land of kilted men, painted blue warriors and William Wallace (Braveheart is the movie if you want to learn more about him). We filmed 1 week in the Lowlands, primarily in Edinburgh and surrounding cities, and 1 week in the Highlands, the landscapes you see in Braveheart. Anyways, it was the second to last day of filming. We were on the island of Iona in Mull on a beach on the north end of the island (here is a link to view the beach https://goo.gl/maps/5kNhw1z8aYn). To make the best use of the time I set up a GoPro, that we had been using throughout the day to film B and C camera angles, to capture a timelapse of the tide coming in and eventually washing over the camera. Don’t worry, the camera was in a very waterproof case.

After setting up the GoPro I continued filming b-roll with the director, Colin Gunn. After about 5-10 minutes I turned back around to see that the gopro was gone. I looked frantically where I had put it and couldn’t find it. Thinking perhaps it had washed into the ever rising tide Colin and I waded out into the water and began searching through the waist and chest deep water to find it. After 45 minutes of wading, getting very wet, cold, offering silent prayers and Colin getting knocked over by a particularly vicious wave we gave up. Walking back to the primary camera which had been placed a very safe distance from the waves I looked down and saw the handle to the GoPro sticking out of the sand. Pulling it out of the sand I let loose a few yells and screams worthy of a war movie.

Lost GoPro

So why tell you this? In business and marketing you always need to have a backup plan for the important things from a physical backup of business files to an alternative ad idea in case the one you spent hours on isn’t well received by the target market. Also, consider what might happen if not everything goes according to plan. Basically do what I didn’t do, consider as many of the possible outcomes as you can, have a backup plan and don’t think that everything will go according to plan. Like I learned, almost the hard way, the sea does what it will no matter our plans.

Cheers, Corey
Provident Media Group
Creative video production is the new show and tell.
providentmediagroup.com

The Power of Video Testimonials

Video testimonials are a powerful tool for your marketing arsenal.

Whether you live here in Denver, CO or elsewhere, you have probably heard the above statement before. But I want to show you some evidence for why video, video production and especially video testimonials are a powerful tool in your marketing arsenal. I have four points to illustrate this, so let’s get started.

  • First, lets start with video in general. According to the Social Science Research Network, 65% of people are visual learners, 30% learn by hearing and the remaining 5% learn by doing. So right off the bat video pretty much covers 95% of learning styles in that it combines visual and audible learning.
  • Second, lets address testimonials in general. Entrepreneur.com posted an article by Derek Gehl, an internet marketing expert with years of experience, on how to effectively use testimonials. Derek laid out the three reasons why testimonials are so effective. Testimonials build trust, aren’t “salesy” and most importantly they overcome skepticism. You have probably heard the phrase “People will buy from those that they know, like and trust”. When you can overcome skepticism, build trust and do so in a way that doesn’t sound like a sales pitch, you will have a stronger relationship with your clients and customers.
  • Third, Kim Kardashian uses them. Ok, not exactly Kim, but the company that she, Brian Lee (co-founder of legalzoom.com and The Honest Company), Robert Shapiro (co-founder of legalzoom.com) and M. J. Eng launched in March of 2009 called ShoeDazzle. ShoeDazzle is a shoe delivery service that for only $39.95 per month ships high fashion shoes, bags and accessories to women monthly. ShoeDazzle solicited it’s most loyal customers via Facebook and email to submit a video about what surprised them the most about ShoeDazzle. The results were pretty incredible, with over 70,000 videos being viewed online, leading to 1,000 member sign-ups (FYI, that is a gross of $39,950) and their website traffic in the month of March following the campaign increased to 2.4 million monthly visitors compared to 956,000 only two months prior.  You can read more about this from the original article by Inc.com
  • Fourth, they just work. A personal recommendation from a current or past customer is extremely powerful. Watch the below video and you will see what I mean.

 

Thanks for reading! Feel free to share your reasons for using video testimonials and any other comments below!