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.

File_000

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!

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