I don't know about you but with constant streams of information being thrown at me from social media, television, radio and print I find it hard to take a lot of it in. I'm not alone, as this 'always on' society struggles with the bombardment of information on a daily basis. And then something like the question 'Is the dress blue or black?' comes along and I wonder if this is the most important issue facing humanity and the best use of digital communication?
Over the past two years or so the term 'Visual Storytelling' has begun to emerge as a more effective way to approach marketing, training and sharing information. But how new is this new idea? Well if we track back a few years (or few thousand) we see that this is really just an evolution of how communication began. The basic idea that we learn through stories isn't anything new. As soon as caveman Ugg wanted to record his earlier successful hunting trip to impress caveman Ogg on the wall of his cave then visual storytelling had begun. Evolution has molded our brains to be more receptive to visual information to the point that our brain registers imagery 60,000 times faster that the written word. Try this - explain in words a colour that is midway between blue and green. How many words does it take to describe? Now hold up a turquise coloured card. How quickly does your brain register the colour? The brain is hard-wired to relate to imagery faster creating an emotional response.
CT scans show that reading stimulates two sections of the brain whereas visual imagery combined with a story stimulates seven. This forms the basis for 'Visual Storytelling' as a more effective way to approach marketing and training. Think of the last television advert that really captured your attention - chances are it has a very strong but simple storyline that created an emotional response.
If we look hard enough most marketing communications can be molded into a story and it's in this story where your business will find it's human face. People love telling and hearing stories - and how bad is it that your brand is associated with that? It's just evolution afterall.
Let us show you how we can visually tell your story and get the response you need - www.onevisiondesign.com
- Published in Industry
- Published in Industry
This is going to be a strange one. The very last person you might expect to be announcing the demise of the corporate video are the people you hopefully will hire to help market your business. Now before my bank manager rings me to call for an urgent meeting (or intervention) I better explain.
The established standard corporate video, sales movie, testimonial interview and sales promo does not fit with the current way customers consume media. Attention spans are shorter than ever meaning getting your message across is a difficult task. I won't throw endless statistics at you as I'm lucky to still have your attention as there are some really cute kitten playing the piano waiting for you on Facebook.
So what to do? Well put simply your audience needs to be entertained and informed - if these objectives form the basis of your script then you can then sell to your viewer. People can smell a corporate hard-sell a mile off and if you don't tweak their interest very quickly - no matter how amazing your product or service is they will switch over to the cute cats with the swipe of a finger. Corporate video production can be engaging, fun, interesting and focused but the standard opening shot of a CEO welcoming viewers needs to be rethought somewhat.
Video is a highly engaging medium with so many possibilities to get people's attention especially with the growth of faster internet access and smartphone technology but this comes at a cost. Anyone can shoot decent quality video and post it to social media in seconds. That's not saying all of them should of course, I won't rant... I promise. The same issue made an impact on the photography business a number of years ago. The perception that anyone could take good quality photography devalued good professional photography. There is an eye needed for photography. A knack for seeing an opportunity to tell a story in one shot. This is the time the video business has just entered now - people are not impressed with just having video on their website anymore, it needs to be informative and engaging. It doesn't help that people are being barraged with forgettable video on a constant basis. We need to stand out... but how?
Engage and entertain - don't sell. The best approach we find is to tell the story and sell in an indirect manner. Tell your story in a different manner by asking yourself these questions - "What can I tell my customers that will help them?" and "What can I teach them?". The answers to these questions will lead to a much more powerful and engaging message for your customer. The connection between the help you are delivering and your brand will be unmistakable.
Before you begin your next journey down the road of video marketing stop and think. Create something that shows your skill, value and experience without selling.
- Published in Industry
At a meeting with a client recently, while discussing a new project I found myself having to double-take the reason I was asked to produce a new movie for them. "I've a conference to attend and speak at and I can't use Powerpoint". I've produced a lot of Powerpoint content in my time and have felt for an even longer time that the software had missed a trick as a cure for insomnia. I've seen the same template designs used to demonstrate the deficit in onion producing states in Argentina to the parts list for a cold water filtration tank both sending the poor audience into a mexican wave of nodding heads.
So here was the deal - my client had five minutes to speak and would have to fit a traditional 15 minute, 30 slide presentation into a creative, engaging and upbeat movie that he would play and do a quick question and answer session after it played. Great!!! I thought, I love a challenge but I wondered - did they fully realise the change in culture this represents? I've seen speakers alter Powerpoint Decks seconds before walking up to a podium. Financial numbers that were miss calculated - important dates that were incorrect - removing a strange photo of a cat dressed as a Barack Obama that was funny at 2am when the presentation was being worked on but now... not so much. What would they do if the movie was set in stone and required re-rendering by it's designer back in Ireland when they are standing in Lima, Peru?
Like the song goes - "It's all about the prep, bout the prep... no trouble". Yes, I know that's not the song but you get the point. Preparation is key. The stress and pressure will be moved from 5 mins before you walk to the podium to two to three weeks before when you have the time to make changes. Nothing focuses the mind like a deadline I find. I just hope all of the 'Powerpoint Powerusers' can adjust.
Okay!... here we go. There are overlaps in approach to both Powerpoint design and video scripting but in essence the video must have a start, a middle and an end, a story, and get from one to the other quicker. When giving a Powerpoint based presentation the speaker can slow down and concentrate attention on certain points by introducing pauses. In video the main way of concentrating attention is to strip away the detail and making the message clearer and less cluttered. Pauses in video add to the duration and with a fixed running time that means less time for something else so that is something to be aware of. The best tool for writing a script I find? - Powerpoint. Yes the delivery method being killed off is being used to plot it's demise. Sad but through. Using the platform where the speaker is most at home on allows us to craft the story faster and you get a sense of pace and tone easier when you can accurately time going from slide to slide.
The complicated bit... the video production. I won't bore you with the details but there are many many styles and production choices you can make when deciding how to produce a video. Animated text, cartoon characters, filming real-life situations that illustrate your message, perhaps using stock video footage available from an online library. The choice seems endless but the important point to consider first is your audience. What do they need to hear and how best to deliver it to them. Too many times have I seen videos that look amazing but viewers don't have a clue what it was all about afterwards. Concentrate on who your audience is and the story you want to tell them, the rest should fit into place following the identification of both of these. Time constraints in production is also a factor - generally the fastest route is to film live action be that a speaker addressing the camera or basic shots of people acting out what is being spoke about. Animation can be time consuming however there are new tools that cut down on time needed once you get the notion of making your epic movie in the style of Pixar or Disney right out your head. Set a deadline and work back from that. I've seen amazing work created in three days. I've also seen horrendously poor work that took six months... but I have cut those ones out of my showreel.
The point? : moving out of your comfort zone is always challenging but with the help of your friendly neighbourhood video producer you can stop putting people to sleep and get your message across in an engaging and memorable way.
- Published in Industry
- Published in Industry