We Work With Everyone

[vc_row][vc_column][vc_column_text]Here at 522, we work with & conceptualize videos for industries across the board. Each comes with different and new challenges, opportunities, and clients (that’s the best part!).[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Financial Services” tab_id=”1599494823810-77ebc199-fc9f”][vc_single_image image=”5440″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084073098-948cf6f7-9271″][vc_column_text]Explaining financial services to your audience can be complicated – and even more difficult to clearly explain the types of solutions you offer to potential clients. We can help!

We know you need an effective way to connect with your viewers and to simply outline your message.

Here are some video types we like to use with our Financial Services clients:

  • Overview videos – using a mix of live action and graphics, we’ve helped financial service organization’s describe their company simply and succinctly. Here’s an animated video we created for FinServ to help them share their services via the SalesForce Appexchange.
  • Testimonial videos – establishing credibility is important to attract both clients & talent. Try testimonials to give viewers a chance to hear from real-life clients that loved working with you.
  • Recruitment videos – you want to attract top-notch talent that knows who you are and wants to work for you because of your company mission, culture and opportunities to grow. Show real employees, real day-to-day, and real initiatives that you want prospective talent to consider when making the decision to apply.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”NonProfit” tab_id=”1599494823836-25f34b58-98b0″][vc_single_image image=”5441″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590083736836-d93a3c48-4d56″][vc_column_text]Nonprofits have some of the most exciting, compelling stories to share with their audiences. Video provides a powerful way to embrace these stories and tell them in a variety of different ways, depending on what channels your audience interact with most and what kinds of content your audience engages with.

  • Short-form documentaries – provide a natural medium for sharing emotional stories that resonate with your audience.
  • Mission-focused videos – offer an opportunity to energize viewers about the work your organization performs.
  • Training videos – provide an excellent way to help your organization get the most impact out of each dollar spent.
  • Safety Videos – efficiently convey important information to a global audience.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Technology” tab_id=”1599495899400-4c7346fb-d471″][vc_single_image image=”5442″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084108217-c3d76cdc-e8b0″][vc_column_text]Technology is important. It remains one of the fastest-moving industries in the world. Technology-based companies need to focus on how they communicate with their audience to ensure their making real, authentic connections and engaging with their viewers.

Hey! We’re good at that.

Videos provide an effective way to describe new technologies, demonstrate complex systems or share technical ideas. Overview videos allow you to showcase the human side of your company, technology and show viewers how your organization, product or service can benefit them. Be genuine in your approach and clear in your organization’s mission – that’s most important to your audience.

Don’t just limit yourself to live action! Animated videos give viewers important explanatory visuals.

Here’s a video we created for Booze Allen Hamilton – Immersive Experience Capability – those graphics, though!

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Government” tab_id=”1599496349270-dc8241fc-ecbc”][vc_single_image image=”5443″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084010364-f2ae2b5c-21e3″][vc_column_text]As a federal employee, you face all sorts of challenges – from budget requirements to training objectives.

Honestly, we love the challenge of finding new and interesting ways to connect with your audience and communicate your key messages.

Over the years, we’ve produced videos that help government agencies do just that:

  • Training videos – educate internal or external audiences about changes in complex regulation
  • Safety videos – inform employees about the proper procedures and processes within your organization and express your emphasis on staff safety to your prospective clients
  • Software demos – easily explain the latest & greatest programs and services available to your clients, both new & returning.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Healthcare” tab_id=”1599496526752-1a386a9b-0ea8″][vc_single_image image=”5445″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084033657-5aa7e36a-05d0″][vc_column_text]Healthcare constantly evolves, as private sector policies are volatile to legislation and market conditions. Staying on top of that information & sharing that with your viewers can be difficult – this is where video can help!

Video offers you a powerful tool for communicating with not only external parties, but also your internal employees. Training videos enable you to effectively engage your employees to update them on policy and procedural changes. Safety videos quickly circulate important information and allow your employees and audience to easily digest what they’re learning using audio and visuals.

A short brand documentary appeals to viewers on an emotional level, showcasing how your work positively impacts lives and how your staff are dedicated to the cause each and every day. And to attract the talent to move your organization forward, create a recruitment video that reveals the most rewarding elements of your organization’s purpose.

Take a look at a brand anthem we created for American Nurses Association.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Professional services” tab_id=”1599496654668-02046b1f-2c4e”][vc_single_image image=”5444″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590083736852-a2347100-24ee”][vc_column_text]Professional Services intersects with most other industries. You need to effectively communicate with a variety of audiences and make sure that each one understands who you are, what your organization provides, and how your work can benefit them. Videos are perfect for that – especially our videos. 🙂

Here are some video types we’ve created for professional services in the past:

  • Corporate overview videos – shine a light on what makes your company unique and what separates you from the competition. They motivate potential clients to hire you and they inspire top-notch talent to apply.
  • Testimonial videos – offer an excellent way to establish trust in your organization before they pick up the phone.
  • Short documentaries – explore an interesting or emotional story behind one of your products or services and can be an extremely effective part of your communications strategy.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Real Estate” tab_id=”1599496828071-dffe0d29-b130″][vc_single_image image=”5446″ img_size=”full”][vc_column_text]In an already competitive market, it can be hard to differentiate yourself from every other business.

Whether you’re an agent, builder, developer, or architect, we’ve gathered experience over the years vetting video strategies that work in the Real Estate industry. Overview videos offer an excellent way to highlight the benefits of a new community or development – and also offer a unique opportunity to establish a strong first impression. And if you want to establish trust, testimonial videos offer an authentic way to do so with your audience.

Here’s an example of a video we did for Stanley Martin – it’s a fictional testimonial, speaking right to the realtor.

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Top Video Marketing Trends of 2020

[vc_row][vc_column][vc_column_text]We all know that video is becoming an increasingly popular medium for brands to use for authentic marketing. From short culture videos on social media, to about us videos on company websites – we’ve seen brands start to unlock the power of video for their own good. Video marketing is effective and efficient if you do it right. It can be the best way to authentically connect with your audience and carries your message via imagery and audio… the most effective combo.

While it’s awesome to see organizations utilize video and achieve new goals, it also means that they need to be one step in front of their competitors, and closer to their audiences, if they want to be seen – which is why we’ve outlined some trends we’ve seen rise in popularity and success throughout the course of 2020 so far.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Training Videos” tab_id=”1600115791822-2e51cab9-d8f8″][vc_row_inner][vc_column_inner][vc_column_text]As more people are working from home, training videos have risen in popularity and necessity across industries. Training videos can be used to onboard, instruct and inform new and current employees on updated policies, new processes, and organizational plans.

Adding an interactive element to a training video can boost engagement, and helps your audience retain the information. Things like mid-lesson questions, discussion groups, and exercises are some ways to do so.

Check out this training video about unbiasing your biases we partnered with IARPA on.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Personalized Videos” tab_id=”1600115791860-b51244ab-2e12″][vc_row_inner][vc_column_inner][vc_column_text]It’s no secret that our audiences want to feel like they’re being seen, heard, and appreciated. An effective way to engage with potential customers and audience members is to personalize your outreaches.

Think about it – if you can personalize your marketing efforts, you can start building lasting relationships with your audiences by personally connecting with them, and positioning yourself as the one that they call. They know you’re reaching out to them – and that makes them want to choose your brand over other competitors.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Curated Video” tab_id=”1600116057270-5d4bfd73-59b5″][vc_row_inner][vc_column_inner][vc_column_text]Curating video content – especially on social media – to suit each of your audiences can help position your organization as the thought leader, and the go-to-source on industry knowledge among your audience.

If you’re the source that your consumers consider most relevant and most useful, you can start reaching new people, standing out in the crowd, and boosting your brand awareness.

If you’ve seen our Social Media webinar, you’ll know what this means: Even social media videos need to be strategically and specifically tailored, crafted and distributed to your audiences. The constant messaging our audiences face on social media means that companies and organizations have to get creative and smart about curating their video marketing approach on social media – and beyond. [/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”360 Video” tab_id=”1600116168381-b115fec2-2103″][vc_row_inner][vc_column_inner][vc_column_text]As we see an increase in AR/VR, we’ve ultimately seen an increase in the use of 360 video across brands, markets, and industries.

360 video allows the viewer to be part of the scene – they can look around, see the ground, check out what’s going on behind them just as they would if they were in person.

In a crowded space, brands need their videos to stand out and 360 video could be one way to do so. This is the ultimate immersive experience for an audience member looking for something new, refreshing, and most importantly – impactful.

According to a magnifyre study on the difference in engagement between a flat frame video and a 360 video, the Click Thru Rate was substantially higher for 360 video, despite the image and copy being identica. The average percentage viewed was also higher with 360-degree video, and double the viewers watched the video all the way through.

One of our favorite 360 videos is the Discover the 360° world that inspired Filled Cupcake Flavored Oreo Cookies that Oreo created in 2016. Viewers are navigated through a magical world where they discover the new flavor of Oreo. It’s every kid’s (or kid-at-heart) dream! [/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][/vc_tta_accordion][vc_column_text]What are some trends you’ve seen in 2020? Reach out to us on Twitter to discuss![/vc_column_text][/vc_column][/vc_row]

Three Things to Consider When Creating a Social Video

[vc_row][vc_column][vc_column_text]Here’s the thing – 87% of marketers post video content on social media to attract their audiences … which means you need to consider a few things in order to cut through the noise & get your video in front of the right audience successfully.

Creating a social media video doesn’t need to be a long and complicated process – however, there are three specific elements that should be tailored to your audience, your message, and your platform of choice: goals, graphics and audio.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Consider Goals” tab_id=”1599163362029-e788a911-aea3″][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5427″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]The first and most important step when creating a social media video is to consider your goal for the video and how it supports your organizational initiatives. Are you trying to drive traffic to your website to boost sales? Are you driving awareness of your brand within your target audience? Are you recruiting potential employees? Each goal you set entails different steps to achieve it, and your video goal directly determines your strategy and the integral elements of your video.

Once you’ve considered your goal, consider your audience. Who are you speaking to? Where do they spend their time online? What do they care about?… which brings us to the message.

Your message should directly support your goal. Consider these questions: Does your message support your goal? What do you want your audience to walk away with/do after viewing? Is this message authentic? Now, you want to post a video on Instagram to encourage potential employees to apply by visiting your website. So, your message should be focused on company culture, employee growth, or company benefits. These are the points that speak to the questions your target audience would be thinking while searching for potential employers, and therefore, support your specific recruiting goal.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Consider Graphics” tab_id=”1599163362068-be00ebc3-3321″][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5428″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]Depending on the type of social video you’re creating – testimonial, culture, about us – you’ll want to consider utilizing graphics in a major way. Most social media users scroll through their feeds too quickly to consider audio. Graphics play an integral part in conveying your message (which is important because it supports your video goal) to your audience without having to depend on their ability to hear it.

Dynamic text is a great way to avoid displaying each & every word spoken on screen. Dynamic text allows you to call out the most important, key words and phrases to not only visually focus your audience, but also to clue in the viewers who prefer no sound as well as viewers who are hard of hearing.

Iconography is important for social videos – especially if you need to explain your message to your viewers. Most people are visual learners – so providing not only audio, but visuals to support your message is an effective way to engage your viewers. It also makes your video easier to share, which gives you potential to capture a new or larger audience.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Consider Audio” tab_id=”1599163569758-9e984423-595a”][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5429″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]As mentioned previously, you must consider where and how your audience will be watching your video. If your audience is most likely to watch while on the train home from work, make sure they’ll be able to comfortably and successfully watch without having to dig into their pocket for headphones.

Consider burned-in captions or captions that your audience is able to turn on and off. This way, your audience can read what the voiceover is saying. This does take away their focus from the visuals on screen, but still gives them a chance to engage with your video.

Social videos don’t always need a voiceover who reads from a script – if your message is simple enough to convey through visuals only, consider scrapping the voiceover and adding in some music to support your message. For example, you’re considering removing the voiceover from your recruiting video to simplify your message. You’re focusing on company benefits & you’ve thrown in an employee testimonial. You might consider utilizing text on screen paired with iconography & company culture photography. You’re also considering adding some spunky music to add to the tone. This way, your viewer can focus on the visuals and hopefully, feel moved enough by your video to apply.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][/vc_tta_accordion][vc_column_text]When we create social media videos here at 522, we think about these three considerations before concepting to ensure the video is strategic and has an important purpose. Check out some of our work creating social videos here![/vc_column_text][/vc_column][/vc_row]

Leverage Video Marketing Better in Today’s Environment

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[/vc_column_text][vc_column_text]Video is the only medium that can play a holistic part from sales enablement all the way down to ambassadorship – so advocacy at the “end” of the journey should be a natural step for your customers. Our CEO, Alisa Vossen, sat down with DemandLab for their Revenue Rebels podcast and shared insights like this and other examples focused on how to better leverage video in your marketing strategy. Take a listen.[/vc_column_text][vc_column_text]

No time to listen? See the full transcript below:

[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Rhoan Morgan (00:01):” tab_id=”1598901947418-b86adf59-81f5″][vc_column_text]Hey everyone. Welcome to another episode of Revenue Rebels, the podcast that brings marketing and sales rebels together to share their stories and thinking on all topics related to accelerating revenue, generating activities in the B2B world. On this show, we talk about the strategic vision of marketing-led customer experience that unleashes the combined power of technology, content and data. Are you ready to rebel? Let’s get into the show.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (00:35):” tab_id=”1598901947448-313e00bc-9e12″][vc_column_text]Hey listeners. Welcome back to another episode of Revenue Rebels. Today. We are going to talk about how to leverage video marketing in today’s environment. And I’m super excited today to have the CEO and VP of Client Services of 522 Productions Alisa Vossen joining us today. And I have to say just before I do a really quick intro that I’ll let everybody know in full transparency that we’ve actually been working with 522 now for probably a few years, maybe even a little bit longer with a really successful partnership where we’re working with them around developing really incredible videos for our clients, working with us on the strategy in terms of that content and making it truly aligned to our client’s needs in terms of, you know, the buyer journey.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (01:28):” tab_id=”1598902013226-1af39909-0044″][vc_column_text]So I’m really excited to be talking with Alisa today because we’re going to be able to share a little bit about how they approach that and how they think about video marketing. Alisa, we were actually just talking about this, that what makes 522 really unique is that you’re not just there to produce the next video, but actually really think about what is your client’s audiences needs, where are they at in the buying stage or the journey or experience, and how does that impact what you’re going to create for your clients? So I’m really excited to have you on board. So thank you for joining us today.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (02:03):” tab_id=”1598902038092-a37c85c8-f332″][vc_column_text]Thanks Rhoan. It’s really great to be here. And I’m actually really excited to talk about video marketing within the marketing parallels that we have today, because I think a lot of customers and brands out there really need to know how to adapt and being adaptable and relevant in today’s market really comes with video strategy in a kind of powerful marketing strategy that’s really going to resonate with customers.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (02:28):” tab_id=”1598902069724-151b7660-94f9″][vc_column_text]I totally agree. And when you were saying that, it made me think of the clients that we’re working with today jointly, and they’re producing the video content. And I actually see them really beating out in many, many ways their competition. Before we get started, before we dig into this very juicy and exciting topic, what I’d love to be able to do is kick off with our Rebel segment. If we can just talk a little bit about, you learn a little bit more about your background and maybe some surprising facts. But if you don’t mind, let’s start with a little share around something that you would consider a rebel act in your life during your career that maybe had some surprising outcomes.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (03:15):” tab_id=”1598902095277-ba8525f4-2aa3″][vc_column_text]I think one big surprising rebel act that we did over the last few years was we sort of pumpkin planned the business. So part of pumpkin planning is a book and I highly recommend it for anybody. And it’s so relevant not to just business, but to just any piece of your life that you really want to sort of like fix. And it comes with a lot of risk and also comes with a lot of. You have to have a stomach for it because some things will hurt and some things won’t. But when you do the pumpkin plan the gist of it is essentially if you look at your garden and you’re like, Oh my gosh, I have some great flowers, but I have all these weeds too.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (04:53):” tab_id=”1598902122729-9a85fbe5-33db”][vc_column_text]And the weeds are pulling down my flowers. I don’t have time to keep up w ith all of it. I’m being distracted by all kinds of different things. Once I do this over here, I pluck this weed I’m back over here. So the idea of the pumpkin plan is to just weed the entire garden bed and just let the flowers grow. And once you do, you will have this most vibrant and beautiful partnership with your flower garden, where there’s no weeds pulling at you, or like kind of changing the time that you’re working with stuff. And so what we ended up doing is saying, we are going to pumpkin plan 522, and we’re going to not work with everybody. And we’re only going to work with organizations that we know that we can create an impact for utilizing the skills and the expertise that we have.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (05:38):” tab_id=”1598902146445-afe88209-f494″][vc_column_text]And that is basically working with organizations who have a mission who need to change perspectives. Maybe it’s how people see them, how they see their products. It could be a financial industry where they have a bad reputation and we need to change the way that people see how they work within the industry. It could be any organization that needed a major shift in their perspective, whether it be within internal, because we also do recruiting and training videos, whether we need to shift cultures for employees. Or if it’s external, we need to shift the audience perspective. We ended up plucking all those, “Hey, we just need a video. Can you make a video for us?” To, we want to work with organizations that really need a change. And so we decided a bold act was that we put on our website, very large emboldened, said we, our mission was to rid the world of cheesy videos.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (06:33):” tab_id=”1598902171539-25c40132-6c7f”][vc_column_text]And so once we did that, people’s customers started coming to us and saying, I don’t want to choose the video really great, cause we don’t know how to make them. So if you really want like a video, a powerful video, that’s going to change your content, your digital presence, you’ll be working with us. But if you need a quick video, if you need like some iteration of you want to make this video for somebody else, a competitor, I can refer you to other people. And that took a lot. It takes a lot to turn away business and it takes a lot to say “no” to people. And it really took a lot for us to focus. But once we did, the lives that we got to be involved with, the things that we got to change, we got to work in some amazing organizations to really help them kind of evolve and make a bigger impact. It took us a while, but the outcome was really great because we were able to really focus. And I think that’s what true value means.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (07:26):” tab_id=”1598902195969-a8cb61c8-f0a6″][vc_column_text]Well, and I think that in terms of a rebel act as a business owner, that’s no small move, right? That takes some bravery and some guts to do. So it’s a pretty exciting one. And and not a lot of companies or, or, or business owners are willing to do that. So that’s very cool. Now, when you’re working with your customers, still sort of continuing with that rebel segment, you know, I’d love it if you could share with us how you’re helping customers to kind of, as you put it, you know, not, you don’t want to make any cheesy videos, how do you help them rebel against the norms when it comes to the use of their videos or even to the content of their videos? You know, do you have a success story that you can share with us really quickly?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (08:12):” tab_id=”1598902224608-0f416519-0f70″][vc_column_text]I would say for us, when customers come to us, we really have a knowledge with them and a discovery call that basically allows us to look at their business from an outsider. And when we come in as an outsider, we’re able to see things that customers aren’t able to see in the ground floor. So an example would be if we’re working with a nonprofit organization and they have a very siloed audience where they know that only certain people want to work with them and they have a certain method and a certain strategy and maybe a certain fundraising aspect, They’ll come to us and say, can you help us make a fundraising video? We politely say, we have to throw everything out, right? If need to hit a certain dollar point, then we’re going to come in and we’re going to give you a suggestion on how we’re going to get there because we know the end result.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (09:04):” tab_id=”1598902254859-74b41e11-6eb6″][vc_column_text]A really great example is over this past few months, especially in relevant times, we had a nonprofit that we worked with. We’ve worked with them for a few years and we’ve created this legacy luncheon product for them every year. And it follows a certain fundraising model. And this certain fundraising model sends the person who’s going to be attending the luncheon. They have to follow certain protocol. They have to do certain things. Then they sit down, they have lunch and they watch a video and then they donate. And so they couldn’t have it this year. And so we had to make it a virtual event, which is the first time in like their entire existence they have done this luncheon completely different. And so they try to kind of instill the same mold of the fundraising mold, but we had to come back and say, this isn’t going to work.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (09:54):” tab_id=”1598902285795-9f921c2d-fc90″][vc_column_text]Here’s why it’s not going to work, but here’s what will work. Finally, we were able to do social videos. We did cross promotion for them. We had an amazing attendance for this virtual event, which is the first time they’ve ever done it because they are, they provide elderly care senior services. And so it’s a different audience. So they saw such great success through this whole thing, but they had to be willing to adapt, but they also had to be willing to have us come in and say your current model, isn’t going to work. And so to have that mutual respect that we can work together was really, really super awesome to go through.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (10:31):” tab_id=”1598902312111-7204dfae-4089″][vc_column_text]What I was just thinking is it takes a lot of trust to be able to do that. And you know, you either, you can certainly earn that over time. But you can also earn that with your reputation. I love that example and very timely. I mean, that’s what a lot of companies are going through right now is having to shift to finding ways of doing everything virtually depending on where you’re at, especially in the world. So, okay. So let’s take a moment to shift into what I like to think about as the Dream Team, which you know, to me, you know, and to everybody at the company at any company is very, very important, but I’m really passionate about the partnership between marketing and sales. And I think that this is something that we need to highlight as much as we can, especially when there are great, great partnerships between these teams.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (11:22):” tab_id=”1598902343622-6216850c-74a7″][vc_column_text]So I’d love to be able to talk a little bit about how marketing and sales are working together in terms of video marketing. We’ve seen more and more people coming together. More and more often, we’re seeing these teams coming together to support each other. I think, especially now that as I said, and as you were just talking about things are going virtual. So I’d love it if you could tell us a little bit about who are the people that you’re typically working with, are you seeing sales kind of come into the picture more? If yes, how, if not, what do you think about that? Should they be?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (12:00):” tab_id=”1598902365768-0ccf9990-adf2″][vc_column_text]Here’s, maybe this is another rebel act, but I have a different approach to the philosophy of this kind of sales and marketing leading charge. Right. And I actually think it’s more internal than it is external. And so the idea is that it’s a whole company approach to marketing efforts because you need everybody, everybody on the same page in order for sales and marketing to be successful, if you have a sales and marketing team that is super high dense, but the internal operations and customer success teams are not on the same page, then everything that you’ve put effort towards is going to kind of just crumble to the ground. So I almost take the opposite approach that once your internal team is stable and has that rock of like a culture of care that sales and marketing, it makes their jobs so much easier because customers can feel it and they will see it in the way that they work with your team.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (13:03):” tab_id=”1598902390955-75e82380-aa10″][vc_column_text]Right? So in terms of where video comes into play is it is the only medium that can play a holistic part from sales enablement all the way down to the kind of ambassadorship, you know, so advocacy at the end, should be super easy. Where you have loyal customer evidence that allows you to even start the sales cycle all over again. So we look at more of like the whole company approach and when we actually do video content and they say, we need a sales video, I’m like, that’s awesome. Let’s do a sales video, but let’s talk about your operations first. And let’s talk about how you actually function internally so that I can understand what we’re actually selling. And then once I understand what we’re actually selling, then we can go back and create a sales pitch video, or it’s a thought leadership video, or we can recommend whether it’s a direct email with our product explainer or feature influencer generated type of video. So it’s really kind of starting from the ground floor and working your way up than it is starting at the top at awareness and working your way down to advocacy.

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Listen to previous episodes[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (14:13):” tab_id=”1598902421248-90392962-7100″][vc_column_text]Yeah, that’s interesting. So, but who is it that you’re actually working with when you’re creating the video? So a buyer comes to you, is it marketing to me and believe me, I completely agree with you. And if you look at our book “Change Agents,” which I think we wrote in 2017, it talks about everything from initial awareness, all the way down to loyalty. So I’m on the same page with you a hundred percent that it’s gotta be it’s most ideal, let’s say when it’s a whole company effort. Now that’s a little bit harder when you’re working with a Fortune 100 company and you’ve got tens and tens of thousands of people across the globe and they’re regionally based and they’ve got different, you know, drivers and motivations and that sort of thing.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (14:58):” tab_id=”1598902484215-794ad03e-309b”][vc_column_text]So I guess what I’m really asking, especially for our sales listeners is what kind of work when you sort of get down into maybe the tactics of it, rather than the higher level sort of thinking, what is it that sort of happens when you’re working with your initial buyer, who from our perspective is marketing, right? But we know we’re here to enable and support sales, ultimately video is, can be used throughout the entire journey as we have talked about. Can you share a little bit about how this sort of works at that stage and then can develop throughout the organization? I think right.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (15:40):” tab_id=”1598902508315-cab463da-2f6e”][vc_column_text]Going back to top question, which is like the “who,” right. So for us, unfortunately, the, “who” is all over the place. So we work with account directors, agency directors, CEOs, CIOs, marketing directors, marketing communications, specialists, digital content producers, creative directors, program officers, contract officers, human relationship officers. Ultimately at the end, it depends on where it fits into the ultimate business goals at the top. And so when we’re working with sales enablement, we usually starts with the marketing teams, but at the end of the day, we still are working with the front end sales associates who are working with the customers, whether it’s a pitch or not. So we will work with marketing most often, but then we will bring in, especially the CEO’s, like tell us who the customers are. You’re entrenched with your customers, you know, who is going to be buying faster, who needs more nurturing, who needs more information, who needs more education, who doesn’t, how do we get to decision faster by taking them on this journey and what that journey looks like? It’s often funny for us where our buyer is different than our actual collaborator. And I don’t know if you guys see that as well, but we tend to start with like a set of stakeholders in the beginning of the sales cycle. And then we move to a whole nother set of stakeholders.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (17:08):” tab_id=”1598902535566-f048ed5a-e12d”][vc_column_text]Yeah, I would say that we do see that in a number of cases and that’s actually, because going back to something we were talking about a few minutes ago, is that what we’re doing and what you guys also do? It reaches into many, many teams within an organization, you know, and it can impact the customer at so many different stages that we have to communicate. It’s not like a dictatorship, right? It’s not, you know, marketing comes in and says, this is how it’s going to be. Actually it’s super collaborative. Those are, those are the really important and most impressive sort of campaigns and programs that are sent out right, are those that are highly collaborative.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (17:52):” tab_id=”1598902558688-419e2f85-eb5c”][vc_column_text]I will also add that in sales enablement, we find a lot of success with customer experience because often times we ask our clients, can we actually talk to your same and your customers, can we actually hear from them the experience they had, what they liked. And didn’t like, and that’s challenging. That’s very challenging for customers to give us up their clients to talk to. But once we do, we’re able to understand and have a better insight into their sales cycle that allows us to bring a different perspective that they wouldn’t have as they’re kind of ingrained in their own business.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (18:28):” tab_id=”1598902581211-a197b2f9-b221″][vc_column_text]Totally, absolutely. Now you were just talking a little bit about sales enablement videos. Do you have an example of something that you are particularly excited about or proud of in terms of just, I mean, just that example. Then I’d love it if you could share one in terms of maybe the loyalty, as we’re thinking about the customer experience, going all the way past purchase, certainly, and into the ambassadorship. I’d love it. If you could start just by sharing maybe a fun example or an example that you think is, is interesting around sales enablement. And then we can talk about one example from the loyalty stage. Absolutely.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (19:11):” tab_id=”1598902613326-7ce4089f-c531″][vc_column_text]The one thing I’m really excited about in sales enablement is this idea of personalized sales pitches. This idea is creating custom videos for each individual salesperson that allows this relationship with the customer to come off right at the get-go so they can see humans, right? They want to know what the experience is going to be like. And in order to do that, you have to see someone’s face and make it like, look real. Oftentimes you get these emails from sales associates that are just trying to get any type of traction or just to have a conversation, but oftentimes people are going to hit delete because they’re busy and they are more educated and they have more information and more content in front of them to make decisions about what they like and don’t like. And so this idea of personalized sales pitches is something we’ve been working on for the last few months.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (20:03):” tab_id=”1598902637163-daf1e348-e015″][vc_column_text]And we’ve been testing it at 522 as well, so that we can actually show the results of them. We actually put our sales team and marketing team on video, and we send them out in direct email campaigns. And we sent them out specifically to different industries, nonprofits, private sector, technology. And each one of the videos had different messaging and they weren’t complicated. They were a very simple approach to it. So that means anybody can produce them. It’s just what type of result did they get? Those videos generated almost a 40% higher traction rate than just plain email did. And we all know that video is going to create a higher, higher impact, but at what cost does it do it? And so these personalized sales pitches really allows your sales team to connect really fast with your audience in a way that they weren’t ever able to do that starts the customer experience.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (20:56):” tab_id=”1598902660715-6ff930bf-a7df”][vc_column_text]Right? I think there was a podcast that you had one gentlemen on and he talked about the customer experience. There’s where it starts. It’s not like the sleazy sales pitch going on. You know, it’s all about being that personal. So, and then the beautiful thing about that personalization is that you can take it all the way to loyalty. And if you’re able to continue that connection, that human connection through the entire way, then your customers already feel a part of your process. You don’t have to over explain anything. They feel part of your organization. They feel the culture, they feel the people, and they want to be a part of that. They want to work with their friends. They don’t want to work with a team that’s going to make their lives harder, not easier.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (21:36):” tab_id=”1598902684815-ec50c1f3-e6fd”][vc_column_text]Absolutely. And you know, it’s funny because you reminded me of a online commercial video thing from probably nine or 10 years ago. It was quite a long time ago and it was personalized where you could type in your name and then this guy is singing a song and he keeps singing your name. And I don’t even remember the product to be honest, but he even had like your name tattooed on his bicep somehow. I wrote a blog post about it. I’d have to go back and take a look and see if we can even find what the product was, but it was really cool. But at the end of the day, it was very fun. It got a lot of attention because it was somewhat new, but it didn’t sort of pull all the way. And I think it was a consumer product anyway, but it didn’t pull all the way through into like, okay, what next, so what do you want me to do with that?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (22:19):” tab_id=”1598902715893-feb8feb9-5002″][vc_column_text]It’s great. And it definitely, you know, got a lot of buzz, but then, you know, probably it was a couple of years ago or a year ago when the COO here had signed up for some small subscription of something. I don’t remember again what that was because I wasn’t the actual buyer, but, but he showed me, he actually got a video saying welcome. And the guy wrote his name on his iPad, you know, with a pen or something and was like, “welcome Julien.” It was completely personalized. We had no idea how he did it. And we were both just standing there like that is so cool. We have to help our clients do more of that because that’s gonna get attention. You know, I think that’s very exciting to be doing. And nowadays I think it’s even more important. I would love to see that maybe you can share an example of that and we can put it in our show notes for our listeners.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (23:17):” tab_id=”1598902745617-040981a9-abd8″][vc_column_text]Let’s see, let’s talk about customer experience a little bit. I watched your latest webinar series, which was really great. It was around leveraging video to maximize change and drive growth. And we can link to that as well. I’m happy to share that with our listeners. And one of the things that stood out was how you’re incorporating video into each stage of the marketing funnel and how, and we’ve discussed this already, how important and critical you think that is? I think that really sets you guys apart as well, because you don’t see a lot of video production agencies that are kind of thinking those several steps beyond that content piece. Can you tell us a little bit about why you think or how you think video is instrumental in that customer experience with a brand? Right. So how and why is that so important? I think you’ve touched on it a bit, but then also, you know, share a story of how you can weave a single video or maybe a series throughout the entire buyer cycle or customer experience.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (24:26):” tab_id=”1598902770438-3963c119-aa00″][vc_column_text]For me, I think video is instrumental in the customer experience because it has to do three things and I call them like the three R’s. It has to be relevant, has to be respectful and it has to give results. Respect for me is a big thing because we need to respect our audience education levels. And we also need to respect our audience’s time. And so if you’re able to do that throughout the entire buyer’s journey, you’re giving them this experience of appreciation versus like an onslaught of content. And by doing it with a set of videos, not one, right, you can do all the brand videos you want for awareness and consideration, but if you fail at expansion and the advocacy phase of this without showing the client the full gamut of appreciation of why you are basically honored to have them as a client, then that’s where I feel companies really need to kind of change the perspective a little bit about marketing.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (25:29):” tab_id=”1598902800370-edab484f-c8a8″][vc_column_text]And I think it’s appreciating that holistic view. And so with video, you’re able to take a brand video, right? So as long as it’s structured well, in a sense that you’re able to hit a bunch of topics within that one video, you can cut it into multiple different areas. That way you can take them through this journey and constantly be at their, their point of information where they need it. We don’t want to keep sending them the same content over and over again. Behavioral targeting has become very kind of inundated a little bit with, okay, if I went and I’m looking at this pair of shoes, this is a simple kind of example, right. Then I keep getting, I keep getting the same type of content, like buy my shoes, buy my shoes, buy my shoes. I’m missing the why and who and how and what it’s going to do to make my life easier to change that. So that’s where we kind of lose the content a little bit. And so having a true video marketing strategy allows us to walk them through that journey and give them that experience of appreciation so that when they get to purchase, you feel a part of the brand already, you don’t need to be talked to, you can like work with if that makes sense. Absolutely.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (26:46):” tab_id=”1598902827832-21d781f7-644f”][vc_column_text]Yeah. Now I’m sure that you work with plenty of companies that haven’t developed their strategy yet. Maybe it’s their first video and they’re stepping into this. Where would you, or how do you sort of start with them? Where do you recommend… And maybe it’s even before they pick up the phone or open up their emails, is to shoot you guys a note, where should people start when they want to step into creating video for their companies?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (27:13):” tab_id=”1598902851929-12d8d799-227b”][vc_column_text]We have this tactic when we start with companies who are just getting their feet a little bit wet, we kind of go at the approach of the bleeding neck. Like, tell me what is, what is your biggest issue? Where are you bleeding the most so that we can understand the urgency and level of urgency? And maybe it’s not urgent once they start able to talk about like their issues or challenges or goals that they want to hit. Oftentimes it’s really easy to start at high level and just get as much awareness and traction as possible, but that only takes you so far. So when we’re working with a new organization, we really kind of take a little bit of a longer approach with them. We kind of expand the sales cycle and say, let us come in and have a consulting conversation with you at no cost, just so that we can see if we can actually help you.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (28:03):” tab_id=”1598902876994-392e8548-12c5″][vc_column_text]And if we can help you, we’re going to make a few recommendations. And whether it starts with a sales video that could also be on a website, or it could be brand video. Maybe it’s culture, maybe they don’t need a sales video. Maybe they need to change their culture. And then once they change their culture, they change their audience. So there’s really a lot of investigation work that comes with starting out with video, because quality does matter. Because quality is a direct reflection of your brand. And if you’re not producing quality that clients want the other customers want, our audience, sorry, wants to watch, then your brand is going to take a hit to it. So we really kind of take a holistic approach and say, okay, where’s, where’s our bleeding next? What are we trying to hit? And then we also look at longevity, right? We don’t want to produce a video that’s going to like only last a month or two months. We want to make sure that the content that we’re producing will have a duration of one to five years in its expansion, because that’s where true ROI comes. If you really have a great piece of content, you can quickly adapt that content at any point and put it anywhere in your funnel and it will still be relevant. And that’s a big challenge for some people.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (29:11):” tab_id=”1598902904774-4bf84ec5-e824″][vc_column_text]Yep. And in fact, that actually leads to the next question that I was going to ask you, which is around ROI. So many companies now they have to really, especially right now, they’re thinking, you know, they’re really thinking about their budgets and where should they be really investing to make the most of the dollars that they still have. So how do companies measure the success and ROI of video marketing?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (29:39):” tab_id=”1598902929637-149bd9ff-a93a”][vc_column_text]Yeah companies I find this fascinating. So we spend a lot of time in our outreach and distribution and really understanding what people’s metrics are. As well as customers, like where are your social metrics? Let’s see your YouTube page, let’s see where your email distribution is, show us all of the data. And what we find even more fascinating is that a lot of organizations don’t have the data. They’ve just been kind of pushing content. You know, they’ve just been pushing content and left metrics to the floor. And you’re like, well, wait a minute. That should be to me, data and decisions go hand in hand across everything. So we do find a lot that, you know, organizations may move too fast that they forgot what ROI actually is. And so we always go back to the metrics, like, are you looking for highlights?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (30:30):” tab_id=”1598902954352-56b61e89-50e8″][vc_column_text]Are you looking on social? Are you looking for high engagements? Are you look at high share, or are you looking for web traffic? Are you looking for it to be a sponsorship video ad? And if that’s the case, then we need to get them to a landing page, you know? And so we really look at ROI from the aspect of like, what result are you wanting us to produce out of this? And if it’s fundraising, we openly asked our clients, how much money does this video need to make. Right. And if it needs to make 2 million cool, I gotcha. But if it, you know, if it needs to make 10 million, they’re like, okay, well what are we working with and who is going to be our buyers? So we really have to look at metrics. It’s so very interesting to work with customers now, especially in our niche is to work with them on the outreach.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (31:15):” tab_id=”1598902979383-cca6f385-148d”][vc_column_text]Right. Because it’s oftentimes we hear, well, we put it on YouTube only. We only got six views. I’m like, okay. Yeah, I know. I will say this video. I think the misconception on video is that it’s super expensive. Yes and no. And it depends on what you’re producing, but if you’re eliciting a $5 million response from the video, depending on your metrics, then spending 50,000, right. That ROI is there. But if you don’t have that budget, which most organizations don’t, and we need to, we’re in a smaller threshold, we can still elicit that high ROI response, but it’s all based on the outcomes and the goals that we have for it. And so the misconception that video is expensive is kind of funny to me because it does not have to be what’s expensive is the thought behind it. And so being able to really think through how we’re really going to put it out is where the time and labor comes into it. Creativity is the fun part of it, where we get to like push the boundaries to get you to the ROI that you need, but you got to allow, allow for that creativity to happen.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (32:18):” tab_id=”1598903003146-a9f68cd3-24b6″][vc_column_text]I mean, I can say that the work that we’ve done with you guys, we’re definitely, you know, we see the ROI and we make sure that the client can measure that also. But you definitely see companies that have a great idea or they want to create this really cool piece of content. And you need to just take, you know, one or two steps back and say, okay, let’s make sure we’ve got it down on paper. So we’re really clear what are the outcomes that we’re looking for so that we know how we can measure the success of this. And you know, just like you guys, which is why I think we do make a great partnership is, you know, being very value-driven. So are we driving value? Are we creating value in every experience, every engagement, every project that we’re doing with a client?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (33:02):” tab_id=”1598903028401-6e725277-6091″][vc_column_text]And I know that you guys think about it the same way. And I think sometimes people do think like, wow, we can never do video. I know we’ve done, you know, larger and smaller engagements in partnership. And I love some of the, you know, the three-minute explainer videos that we’ve created that were a huge smash. I’m thinking of one client in particular. I know I’m sure you can figure it out. But that really then developed into I think a series that had a huge impact and is measurable. Like you can, you can really see that impact. So it is possible, but probably I think the core thing there is think a little bit about it beforehand and be really clear on what you want to get out of it. And then that’s, you know, once you know what you need to get out of it, then, you know what you should be able to invest.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (33:50):” tab_id=”1598903054326-3da8019c-b8e6″][vc_column_text]And I would say with the partnership, having an organization like DemandLab, being a part of that strategy is really super key because you guys have this longterm relationship, right? You’ve been able to see the successes and the challenges. And so that is easily able to translate once we start building the video products. And video itself is the point where we can work together and say, okay, cool, we’re going to do 12 videos over the course of a year for this small budget, which we can totally do. But being able to work with your team and saying, great, this is how we’re going to execute them, this is like the strategy, here’s the scripts, and this is the way… So having these special pods of team members coming together, all taking care of those elements really is what the ROI and the impact comes to because we’re all watching out for each other’s side, as well as the end goal for the customer.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (34:45):” tab_id=”1598903078398-708296f1-5adb”][vc_column_text]Exactly. I couldn’t agree more. Couldn’t agree more. And also, I think you said it, but we are really tied to the data within our clients’ systems. And so we’re pulling that stuff out and sharing that with you guys and, you know, it’s a really great positive feedback loop. All right. So, you know, this has been a very fun, I think an enlightening conversation. I really appreciate the time I’ve had such a good time talking about this and learning more. And I think there’s a lot that our listeners are going to be able to get from this.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (35:17):” tab_id=”1598903100018-fd9943ef-7e77″][vc_column_text]But before we close the show, I would love to be able to take you through our Lightning Round. And that is, you know, sort of our end of show game show, basically where I get to ask you five questions. So I’m going to pull out of a hat and you have no idea what they are. No, I actually don’t have a hat here, but I do have five questions. And would love to just be able to run through them and give us sort of the answer off the top of your head your first instinct would be great. And I think our listeners will learn something and hopefully you know, enjoy getting some interesting factoids also about you. You ready?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (35:58):” tab_id=”1598903125062-de05b9b8-e866″][vc_column_text]Let’s do it. Slightly terrified, but excited.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (36:02):” tab_id=”1598903150128-1bde783d-e688″][vc_column_text]Tell us, who is a rebel that you look to for inspiration or motivation? And they can be real, fictional, in video, in marketing, outside, you know, whatever. Who is that and why?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (36:14):” tab_id=”1598903182018-f499d83d-6af6″][vc_column_text]At the top of my head, somebody who I look for inspiration is P!nk, the pop star. There’s some songs I find, you know, I emotionally connect with some I don’t, but at the end of the day, I do really find her edge to be something that I gravitate towards, you know, especially in video. We try and push the boundaries as much as possible. And we tell our clients, we’re going to push it. Like don’t put us in a box because if you do, we’re not going to be successful at what we do. But she has this really great quote that I think really resonates with me, which is “the freedom of knowing who you are and then being it, no matter what anyone else is doing is what you need to stand for.” That’s my inspiration is to stick with who you are, be great at it, and don’t let anybody else influenced you otherwise.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (36:58):” tab_id=”1598903211408-ead17b29-9282″][vc_column_text]Well, I have to share that. In fact, P!nk has a pretty good portion of the playlist, on the Spotify playlist I made for my 10 year old daughter. Now not the explicit ones. The playlist is called Girl Power and, you know, she’s a great artist.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (37:18):” tab_id=”1598903238258-3507171c-4941″][vc_column_text]I love it. I love it.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (37:20):” tab_id=”1598903261827-51814860-c567″][vc_column_text]Cool. And speaking of ten-year-olds what was your dream job as a child?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (37:26):” tab_id=”1598903295940-59c87bb5-f966″][vc_column_text]Oh my goodness. When I was little, I wanted to be a pediatrician so bad. I was always babysitting. It was at a point when I was in college that I realized that I just could not be involved in any type of bodily fluid. That was not my thing at all. I had to quickly pivot and business came natural to me. So I realized I would never be a pediatrician. Passing out, probably an issue.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (37:54):” tab_id=”1598903324573-b694df62-8952″][vc_column_text]Alright. So what is one fun fact about you that listeners might be surprised to know?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (38:02):” tab_id=”1598903350621-a964911a-cd06″][vc_column_text]I would say, gosh, one fun fact that folks would never guess would be me, especially if he know me, that I was homecoming queen in college.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (38:11):” tab_id=”1598903377409-b5035fba-386d”][vc_column_text]Ooh. Okay. That’s exciting. On the stage and crowned, is that how that goes? I was never a homecoming queen.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (38:22):” tab_id=”1598903401639-ca8fd7f0-9f1d”][vc_column_text]It was actually at a football game in front of the entire stadium and I didn’t even invite my parents, but my sister, I have a twin sister, told them about it and I was like, why would you tell them about it? Now they’re going to come all this way up here and watch this thing and I’m never going to be crowned, then I was crowned. And my mother’s like, you know, as soon as she hugged me, she slapped me. She was like, why wouldn’t you tell me? I don’t know.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (38:42):” tab_id=”1598903426798-bca3c9bf-5e2c”][vc_column_text]That’s very cool. Okay. Two more questions. What is one piece of advice that you would give to an up and coming marketing leader or business owner, or somebody just sort of making their way or taking the next step in terms of their professional career?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (39:08):” tab_id=”1598903449052-54769f33-e8bf”][vc_column_text]I would say for everybody, because this is something that folks think they do, but they don’t do, is to take risks. And taking risks means getting a little sweaty, having a little bit of a sick stomach, you know, trying to like, Oh my God, did I make the right decision? Did I not do it? Just not overthink it. And just to try, try different things, be different and take different risks because you’ll be surprised at the opportunity and doors that open and the people that you get to connect with when you actually take risk. And some folks will say, Oh, I take risks all day long. You don’t, it’s not until you’re uncomfortable. That’s when, you know, you took a risk.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (39:51):” tab_id=”1598903473172-b33a436f-1c46″][vc_column_text]That’s one of my favorite answers I have to say. That was totally, I can connect with that. I love that. Alright. Last question. Back to sort of rebelthe rebel world that we live in, if you could do one rebel act today without any consequences, what would it be?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (40:09):” tab_id=”1598903501347-251f40eb-1378″][vc_column_text]Oh gosh. I would, I would be very disruptive in messaging. And I would not consider all the emotional ties that come with it and, or outcomes or considerations. A lot of times organizations, even us are like, okay, well, if we say this, what are the ramifications with all of these different communities? And so if I could just be disruptive with messaging and really kind of change people’s thought perspectives, change the way they see things, it would be a really fun activity, but it would come with a very high risk and a lot of backlash, as we all know. But if I was able to be, if we were able to like get buy in from organizations to be more disruptive without the backlash, I would really love to do that because I think we’re missing out on a lot of things because we’re kind of sheltering our messaging just to make sure everybody’s okay on the other end. And I think a lot of organizations struggle with this, a ton.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (41:16):” tab_id=”1598903539711-94f6ce40-8450″][vc_column_text]I agree. Really thoughtful. I appreciate that. And having on the show was just an absolute delight. I really appreciate you taking the time out to join us today. And I look forward to a future conversation. One last thing before we go, what is the best way for our listeners to reach out to you?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (41:36):” tab_id=”1598903565150-c031430a-fbe8″][vc_column_text]The best way to reach out to me is my contact information is on our website at 522productions.com. My email and my phone number as well. So feel free to call or email. Linkedin as in another great avenue. I’m constantly on LinkedIn and having conversations with different organizations and, or just individual people who have questions or want to like have just an open dialogue feel free to reach out in that capacity as well.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (42:03):” tab_id=”1598903590548-191e6ab7-747c”][vc_column_text]Great, good. And for our listeners, it is A-L-I-S-A Vossen V-O-S-S-E N and 522 Productions. So find her on LinkedIn. Thanks again. I really look forward to being able to connect again soon.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Alisa Vossen (42:18):” tab_id=”1598903620876-7f4ae340-3b1a”][vc_column_text]Thank you, Rhoan. This was a lot of fun and I appreciate being on the podcast. Yeah. Wonderful.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Rhoan Morgan (42:25):” tab_id=”1598903651541-348176d4-57ee”][vc_column_text]A big thank you to our listeners for tuning into Revenue Rebels. Remember, you can get our show notes, links, and other content related to today’s topic at demandlab.com/revenuerebels. While you’re there, let us know if there’s a leader you want to hear from or a topic you’d like to hear more about on this show. I’m your host, Rhoan Morgan. And you can find me on Twitter at @rhoanmorgan, it’s R-H-O-A-N Morgan. And of course, look us up on LinkedIn. Look up DemandLab or search, or R-H-O-A-N Morgan. And finally, only if you think we’ve earned it, please head over to Apple Podcast, Spotify or wherever you’re listening to us right now and subscribe, rate and review the show until next time. Rebels. Thank you.[/vc_column_text][/vc_tta_section][/vc_tta_accordion][/vc_column][/vc_row]

Don’t Drop The Ball After Your Event

[vc_row][vc_column][vc_column_text]After a successful virtual event, Iona Senior Services wanted to maintain those special relationships that are more easily built during in-person events. 522 collaborated on a post-event thank you video that expressed the people inside the organization and their passion for the mission and the community.

Great!

You promoted your event and drove registration – check!
You increased engagement in your community through the event – check!
You worked your butt off, measured your outcomes, celebrated your success, captured your lessons learned, and now you… wait until next year?

Ummmmm…. No.

Your organization’s hard work has built momentum with an interested and even further engaged audience. CAPITALIZE! Post-event promotions help you increase your efficiency for future events and keep the conversation going through your online content.

Now that your top of mind for your attendees, let them know you appreciate them, double down on that initial promise you made to get them to attend, and encourage ongoing interaction.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Let your audience know how grateful you are for their engagement.” tab_id=”1596748264537-555d1963-3a47″][vc_column_text]With anything online, you still can miss that human-to-human interaction. With the right video, you can at least convey the emotional part of that interaction. Show your appreciation for attendees, show the excitement the speakers or participants shared on a topic, or just play some of the funny moments that everyone can laugh at as new inside jokes for your community event.

A few different video approaches that can help you get there include:

  • Testimonials
  • Highlight reels
  • Thank you videos

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Double down on the benefits promise you made to encourage attendance” tab_id=”1596748264558-6fc09ccf-e35c”][vc_column_text]Go back to your pre-event promotional messaging. Delivering on the promises made to initially capture your audiences’ interest is key to ever getting their attention again. Of course your event was stellar and it provided all the great information that your audience wanted from it! Let’s just make that clear and easy to remember. It’s like branding – the more you hear it and see it, the more you will remember and keep it in mind.

Think about the benefits you promised.

Was it to network and engage with industry leaders around a certain topic? Share some of the event highlights, Q&A action, or thank your speakers and sponsors with the highlights.

Was it to train an audience on your platform or services? Remind them of the key success factors through a tutorial-type clip.

Was it to gather donations and build awareness for your mission? A success video can make your participants feel good about their support and possibly even share and advocate.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Encourage ongoing interaction within the community” tab_id=”1596748350187-f03d8c91-5aea”][vc_column_text]So no one is walking out of your online event with a bag of pamphlets, stress balls, selfie-sticks, pens, and water bottles. And you probably already have that post-event email scheduled (if it’s not already out) with all the attachments and follow-up material. Don’t both of those things feel kind of the same? A lot of information that you might go back to at one point, but then get too busy with what’s next to dig through the goodies again?

Remember how you initially captured the attention of your audience to get them to participate in the event? They’re still there! Through the event, you have created so much content that can be enhanced, animated, and bite-sized. Keep the conversation going and build on that.

A few different video approaches that can help you achieve this include:

  • Online Resource promo videos (landing pages, downloadable material, contact information, etc)
  • Social Series clips
  • Case Studies and Testimonials

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New Event Landscape

[vc_row el_id=”next”][vc_column][vc_column_text]The Water Environment Federation converted the largest conference for water professionals in North America, WEFTEC, to a virtual format, WEFTEC Connect. 522 collaborated with WEF to create an event teaser with one goal – drive registration among their audience. We used an approach that included imagery, music, scripting, and animation, to help remind the viewer of energy within rushing water itself.

Over the course of the year, organizations have adapted to a seemingly never-ending set of new challenges. In an effort to adapt and move their businesses forward, we’ve seen a tremendous shift in the reliance of virtual marketing, resources, and events.

For many organizations, events have served an integral role in achieving their annual strategic initiatives. Whether these events help to raise funds, build relationships, cultivate opportunities, recruit students, or share significant highlights for your communities, it’s important to consider the new event landscape and possibilities as you adapt and create new strategies to push forward through new challenges.

Below, we’ve outlined the top 5 factors to consider as your organization plans for their next event:[/vc_column_text][vc_tta_accordion][vc_tta_section title=”The Virtual Possibilities” tab_id=”1596745328754-46369906-ca10″][vc_column_text]With the increased reliance on virtual events and hybrid events (includes both virtual and live components), it’s important to understand that virtual elements (in some capacity) are here to stay. Here’s why:

  • 80% of people attend virtual events for educational purposes
  • 78% of planners are taking their events virtual
  • 1000% increase on virtual events since mid-March

The inclusion of virtual elements for events world-wide has become an immediate opportunity to engage with a larger audience (described below) and has allowed for organizations to focus on the content of the event. With in-person events, promotions often centered on the location or social components. Now, not only should you focus on the content itself but also the incentives for your audience to attend. How will they benefit from attending your event?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Facilitating Engagements” tab_id=”1596745328784-a61b7083-eb36″][vc_column_text]One of the greatest benefits to a virtual event or a hybrid event is the new ability to engage with a wider audience. With in-person only events, the registration will be dependent on schedules, travel, time-off, and other challenges that could prevent someone from attending. With virtual components of the events, such as resource libraries or online sessions, folks have more of an opportunity to work around those challenges and not only attend your event but engage through the whole process. For example, when you’re promoting your event, you should consider those that might not have been able to attend but now can be a newly engaged member of your target audience. Additionally, virtual components allow for your audience to remain engaged post-event. With videos, testimonials, resources, libraries, and more, you can keep your audience focused on your content and engaged with your brand.

Don’t forget, many people who attend in-person events are there to network with you and others in your industry. So it’s important to keep that element in mind and help facilitate those types of engagements as well![/vc_column_text][/vc_tta_section][vc_tta_section title=”Highlighting Sponsors” tab_id=”1596745421311-f9a3a5a6-8e6f”][vc_column_text]Perhaps the most daunting component of any event is recruiting and managing sponsors. Sponsors can be a truly beneficial element because they help with two very important goals. Raising funds and networking.

Ideas for how to highlight sponsors in a lucrative way through your event

  • Gamification
  • Web Page Promotion
  • Video Teasers for Session Intro/Outros
  • Video Testimonials
  • Sponsored Social After-Events
  • Logo Promotions
  • Sponsor Newsletter and Engagement Ops

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Defining Success” tab_id=”1596745490844-a878f614-3cdd”][vc_column_text]While 45% of marketers use virtual events to drive pipeline, other goals can include:

  • Build brand awareness
  • Generate leads
  • Create and accelerate sales pipeline
  • Drive revenue
  • Retain customers

Before your event, it’s critical to understand the purpose of the event and what metrics you will be using to gauge success. Because success looks different for every event, here are some metrics to consider.

  • Engage and educate prospects
  • Opportunities Created
  • Attendee Satisfaction
  • Deals Closed/Funds Raised
  • Number of Attendees
  • Stay on Budget
  • Social Media Exposure
  • Engagement Metrics

What are we trying to do with this event?
What messaging or themes should we consider?
How will this event benefit the company 3-6 months from now?
How much budget and internal resources are required to execute on this event?
Who needs to be involved in the planning/promotion process?
What agenda would appeal most to our audience?
What kind of speakers/presenters do we need? Should we consider customers?
Will this be a customer event? Prospect only? Or mix?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Maximizing ROI” tab_id=”1596745600442-10f460cc-96e9″][vc_column_text]

  • Event Registration Process
  • Appointment Scheduling
  • Video Technology
  • Pre-Recorded Events v. Live
  • Technology and Integrations
  • Event Website
  • Resources
  • Testimonials
  • Recorded Sessions
  • Desired Outcomes
  • Event Partners (ex: Video Production)

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Here’s Why Video Is The Most Powerful Medium To Share Your Brand’s Story

[vc_row][vc_column][vc_column_text]There are so many advantages to using video for brand storytelling over other marketing mediums. It comes down to a few essential factors.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Multisensory Storytelling” tab_id=”1599500640448-4c4c7ded-c5ed”][vc_column_text]A stagnant picture with text on screen that your audience has to read doesn’t sound like a very effective (or fun) way to engage with your audience and tell your brand’s story. Video, on the other hand, is a more impactful way to tell that story. Here’s why.

It’s an immersive experience – maybe not 360 degrees immersive – but the combination of sound and visuals immediately captures the attention of your viewers when they’re able to enjoy the experience you’ve provided. Video is the closest replication of your viewers being in the room with you – that’s cool.

To tell your brand’s story, you can control a few different components to construct an engaging viewing experience: music, sound effects, graphics, and if you’re using a speaker, you can control scripting, wardrobe, and setting. You have the ability to customize your concept to ensure it’s not only suitable for your audience, but also allows your story to be told in the most impactful way.

These days, most audiences are consuming video content on a daily basis – if not hourly. Via shared video content on social media, video-hosting platforms, and other company websites. Audiences want the audio and visual stimulation, and as stated before, an immersive experience.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Video Styles” tab_id=”1599500640473-7983d221-dfd8″][vc_column_text]There’s a video style for every brand. The trick is deciding what works for your particular brand’s story. What you choose depends on what your brand is trying to achieve.

It’s not a cut-and-paste process for everyone – it depends on what your desired outcome is. What will make this video successful – is it reach? Engagement? Donations? What are you trying to inspire your audience to do after watching? Are you trying to inform them? Are you trying to demonstrate something, or are you trying to inspire them to attend your virtual event?

Start by asking yourself some questions about your video’s purpose, and then think about style. Let’s say you’re making a video to train analysts about cognitive biases. Sounds like a complicated video with a ton of information, right? Where do you even begin?

Start by answering these questions:

  • Who are we trying to inform?
  • What do they care about?
  • Why do we need them to watch this video?
  • How/Where will they be consuming the content?
  • What do they already know about the subject?
  • What action are we trying to inspire them to take?
  • How do we want them to react emotionally?
  • What tone works best for presenting the information?

Questions like these begin to reveal style choices that lend themselves naturally to the way the story should be crafted. The process often ends up being more intuitive than you might expect. For example, in a case like cognitive bias, you wouldn’t likely suggest an emotional documentary because that’s not how your targeted audience will best receive the information, and the style just doesn’t match your topic. It’s not emotional and definitely too long-form for what you’re trying to achieve. You’d go with an approach that’s conducive to education, with graphics to supplement to make it a little easier to grasp the complex ideas you’re sharing.

You need to start with an understanding of what it is that you’re ultimately trying to inspire your audience to do and the overall goal of the video.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Engagement” tab_id=”1599500815472-53f207ad-a166″][vc_column_text]When it comes to engagement, a great way to inspire participation is to be open and give viewers a really easy way to interact with your brand.

Share your videos on social media where viewers can comment, like, and share your video with their follower base. The most important part is that your brand engages with your audience, too. It’s a two-way street!

Show your audience that your brand is accessible and that you acknowledge their support. It creates a sense of exclusivity for those that engage with you and shines a more human light on your organization.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Authenticity is KEY” tab_id=”1599500850066-85f56064-ce07″][vc_column_text]We’ll keep shouting this from the rooftops – AUTHENTICITY IS KEY! When a video is over-polished, it seems unrealistic and doesn’t give your audience a true chance to connect with you. You want to show your viewers who you really are – the ping pong table in the kitchen, the midday employee coffee walks – give them an inside-look. It’s so much easier for your audience to connect when what you’re sharing is relatable. Not many people can relate to a slow-motion-pan of an executive smiling against a beautifully-lit city skyline on top of a skyscraper roof deck that you don’t work in.

Transparency allows people to see themselves there – engaging with your product, service or working as an employee.[/vc_column_text][/vc_tta_section][/vc_tta_accordion][vc_single_image image=”5455″ img_size=”full”][vc_column_text]Check out our work with Allegis Global Solutions to create an authentic, brand overview video that allows viewers to hear from employees across the board, it also gives viewers real insight into the origin story using pictures and other elements pulled from the AGS archives.[/vc_column_text][/vc_column][/vc_row]

How to Use Authenticity to Make Your Video Stand Out

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When you look at the videos produced by your competition and others in your industry, what do you see? What do they look like? Do yours look the same? Say the same things? Do you truly stand out?

Just like a bad website design is enough to turn you off from buying a product or service, a bad video can be enough to turn off a potential consumer from choosing your brand over another. More than half of the buyer’s decision is made up before they ever even reach out to you. Therefore, it’s essential that your video leaves your audience with a positive feeling about your brand.

Authenticity is the key to creating any video that inspires your audience to take action. Just think of all the cheesy corporate videos you’ve seen out there. The ones that you’re more likely to make fun of than to reach out to anyone. You know the ones – the Mission videos that stay so high-level that they say nothing at all; the corporate videos that use so much industry speak that you have no idea what they are actually trying to say; or the case study videos that create scenarios so unrealistic, you immediately call bullshit.

But how exactly do you actually create authentic videos? Here are a few suggestions, for a variety of videos.

Mission Videos + Vision Videos + Overview Videos

Whatever you want to call it, the video that sets forth your company’s reason for being is the video that you want to be the most genuine and authentic in. This is the video that’s going to explain why your company exists and why someone should choose to engage with your product or service. Speak to your audience in real terms. Interview your team, especially those on the front lines. Let them explain who you are and what you do. And don’t put words in their mouths. Odds are any script read by employees will be written by a conglomerate of people with a variety of opinions… none of which express how that individual actually feels. Be bold enough to trust your employees to vocalize your company’s mission. And don’t have them recite the mission statement core values… unless yours is a company where those values are engrained in your DNA. Otherwise, they’ll look wildly uncomfortable doing so and that’s the last visual you want.

Real Life Case Studies + Customer Testimonials + Product Videos

You know you smell bullshit a mile away when you watch a commercial where it’s clear the actor has never actually used the product their hawking. Or how commercials fail when they awkwardly cram the company name or show the product far too often. These types of videos create a negative feeling and turn consumers away. This is where branded documentaries are so effective. These are micro- or mini-docs that tell positive stories about a product or service in a manner that’s more about what the product or company stands for than about the specific product itself. Yeti has done a fantastic job over the years crafting stories that resonate with consumers because they touch on feelings and emotions that they can relate to. Branded documentaries simply connect on a different level. They create a positive emotional connection with your brand, and from a sales and marketing perspective, those folks are far more likely to reach out to you.

Culture Videos + Recruitment Videos

Authentic culture videos are crucial to the sniff test. I know it sounds crazy, but to be authentic, tell true stories. Put your biggest brand advocates on camera – the one who can tell a story about how your in-depth mentor program changed the way they see financing. Or tell the story about the new employee who initiated your company’s recycling program. Culture videos are where you shouldn’t hold anything back. Let your people shine. If you have a crazy team, and you want to attract crazy people – show that. Get your team talking about how they feel, or translate their feelings into a tightly written script (under 300 words, please!). But whatever you do, don’t start saying you’re something you’re not, because you won’t be able to fake it. If you’re saying that you have a fun, laid-back atmosphere, that better be the case. Have the visuals support those claims with team members involved in a heated ping pong match or ribbing one another in the lunchroom. Don’t cut to a silent library of a common area where employees eat in silence or shame.

At the end of the day, whatever the style of video, authenticity is going to make it stand out from the crowd. If you want your viewer to care (which is the whole reason you’re willing to spend a lot of time and money developing them) then you must be authentic.

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About the Author

Chad Vossen, Chief Creative Officer and Co-Founder

Chad Vossen is the Chief Creative Officer and Co-Founder at 522. Chad’s combination of documentary filmmaking and marketing skills allows him to have a unique approach when connecting a client with what matters to their audience. Outside of work, Chad loves reading, writing, and finding cool new videos, in addition to spending time with his two daughters and his wife, Alisa.

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Authentically Connecting with Viewers

[vc_row][vc_column][vc_column_text]Businesses are placing more emphasis on the importance of expressing their mission and company values to their audiences.

A clearly articulated company culture leads to a more driven and satisfied team – which leads to a better work environment… which leads to a better company! Now more than ever, organizations need to authentically express their mission, culture, and values to their audiences.

Businesses want to attract the best talent to suit their professional needs – and once that talent steps through the door, they want to keep them. Video offers the ideal platform to authentically connect with talent and clearly articulate the company mission, vision and values through not only audio, but by utilizing the power of visuals in tandem. So, what does it take to make a solid, attractive company culture video to do that?[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Capture Your Team” tab_id=”1599499021157-e1e7ce7d-5f3a”][vc_single_image image=”5448″ img_size=”full”][vc_column_text]Let your audience hear from the people who work there. For any recruiting video, it’s good to share not only executive and leadership perspectives, but best to also include your entry-level staff. Giving viewers a chance to hear from higher up displays their potential opportunities to grow, and hearing from entry-level folks gives them a more relatable insight.

Find out what drives your team and keeps them coming back day after day. Show them collaborating with colleagues, bonding with clients, or performing their daily tasks. You might even want to highlight personal hobbies that relate to your company’s culture.

Whatever you do, try not to put words in their mouths. Ask them genuine questions that allude the company values, mission & culture – let them say it in their own words. Have them describe the challenges they face and why they stick around to find solutions. An open and honest dialogue like this will go a long way towards attracting like-minded applicants.[/vc_column_text][vc_video link=”https://www.youtube.com/watch?v=Uw1qdEevLRc”][vc_column_text]Capture their stories, their perspectives, and give them the opportunity to share real-life examples that give viewers even deeper insight into every-day company life. One of the best examples is a Clark Construction Safety video we shot in 2018. Clark Construction wanted to genuinely connect with their viewers and share how important safety is to their company. So – we used employees in various job functions to share their perspectives on how safety is incorporated into their daily work lives & displayed in the company values. Viewers hear from executive level management and site managers – the best combination.[/vc_column_text][vc_single_image image=”5450″ img_size=”full”][/vc_tta_section][vc_tta_section title=”Unify Your Brand’s Voice” tab_id=”1599499021188-6da72281-ce1f”][vc_column_text]Having a universal brand voice ensures your message is cohesive and your company can be recognizable to your audience. If your visuals are here, and your messages are there, it’s going to be hard for your audience to not only grasp what you’re trying to say, but also remember you. Streamlining your voice promotes brand awareness & helps viewers understand your message.[/vc_column_text][vc_video link=”https://www.youtube.com/watch?v=fXFOJnSX8BY”][vc_column_text]For example, Savan Group, an IT Consulting firm in VA, captured their company culture in this Brand Anthem by including visuals like company work spaces, real-life employees, and even snacks! Think about utilizing graphics to spice things up – just like Sava Group. Graphics also provide an excellent way to describe complex processes, diversify the visuals and point out important points to your audience.[/vc_column_text][vc_video link=”https://www.youtube.com/watch?v=kj4hd59W3GQ”][vc_column_text]The Mercatus Center utilized animation to clearly and effectively explain how a complex healthcare policy works in this Scope of Practice Laws video in a visually appealing way – this is one of our favorites![/vc_column_text][vc_single_image image=”5451″ img_size=”full”][/vc_tta_section][/vc_tta_accordion][vc_column_text]

At the End of the Day, Be Authentic.

Authenticity in any video marketing strategy allows your organization to genuinely appeal to your audiences and attract clients & talent that know who you are – and want to be a part of that. Employee stories and streamlined messaging are effective strategies to do so.

Reach out to us if you’re looking to authentically connect.[/vc_column_text][/vc_column][/vc_row][vc_row el_class=”aboutauthor”][vc_column width=”1/4″][vc_single_image image=”371″][/vc_column][vc_column width=”3/4″][vc_column_text]

About the Author

Chad Vossen, Chief Creative Officer and Co-Founder

Chad Vossen is the Chief Creative Officer and Co-Founder at 522. Chad’s combination of documentary filmmaking and marketing skills allows him to have a unique approach when connecting a client with what matters to their audience. Outside of work, Chad loves reading, writing, and finding cool new videos, in addition to spending time with his two daughters and his wife, Alisa.

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Using Company Culture and Vision Videos to Attract the Best Talent

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Over the past few years, businesses have placed more and more emphasis on the importance of their mission and expressing their company values. Perspectives such as those expressed by Simon Sinek are gaining more traction in the workplace. And that’s a damn good thing. Clearly articulated missions and expressed company cultures lead to a more driven and satisfied team. However, this emphasis also creates a tremendous need for organizations to clearly articulate their mission, culture, and values not just to prospective clients, but to their prospective talent as well.

In order for any business to be successful, they need to attract the best and brightest talent. And once that talent is in the door, they need to keep that talent driven and motivated to work there. Video offers the ideal platform to connect with that talent in a genuine and authentic manner. It enables companies to clearly articulate their vision. But what makes the most effective culture video?

It’s not easy to talk about how wonderful you are without sounding pompous. Describing a company’s virtues can quickly start sounding fake, fall flat and just feel downright cheesy. But because authenticity is so essential in connecting with an audience, we thought we’d explore a few approaches that can help your organization connect with viewers on a more relatable level.

Capture Your Team’s Stories

One of the strongest ways for viewers to connect with your company is to hear directly from the people who work there. While it’s certainly good to hear what leadership of an organization thinks, it can be even more effective to talk with folks who are on the front lines. Capture their stories and their perspectives about what matters most to the organization. For example, we had a ton of success capturing how essential Safety is to the culture at Clark Construction. Find out what drives your team and keeps them coming back day after day. Show them collaborating with colleagues, bonding with clients, or performing their daily tasks. You might even want to highlight their hobbies that personify what motivates them to stay driven and relate to your company’s culture. That opens up a ton of visual possibilities. But whatever you do, try not to put words in their mouths. Ask them genuine questions that drive at what you want the video to express, and let them say it in their own words. Have them describe the challenges they face and discuss what motivates them to solve your clients’ problems. An open and honest dialogue like this will go a long way towards attracting like-minded applicants.

Unify Your Brand’s Voice

But sometimes it’s a little difficult to round everyone up, or you might just be reticent to feature employees on camera. This is the perfect time to write a script and layer on moving visuals. But keep things simple. Pick one main message that you’re trying to get across. Think about a visual theme matches your message, and show – don’t tell. This means that you shouldn’t have the script try to say everything – let some of the visuals do the heavy lifting. But be authentic. For example, consulting companies may not consider themselves the right fit for video, but the Savan Group had a little fun with it and playfully captured their company culture and still kept things professional. Don’t only have executives appear on camera saying something vague like “We volunteer with a local food drive…”. Be bold. Have someone who does the actual volunteering describe why volunteering’s important to the company, and show visuals of them at the event. And if you simply don’t have the visuals, or what you do is simply too hard to capture visually, like in the technology or healthcare sector, think about using animation or motion graphics. Animation provides an excellent way to describe complex processes. This video created for the Mercatus Center explains how this complex healthcare policy, the scope of practice law, works.

Be Authentic

And make sure this sentiment feels genuine. Don’t force things in there that are stretched. That means if your company only did one company outing to give back last year, it’s probably not best to push community involvement as a core value of your organization. And be selective about what you focus on. If you’re trying to capture your company’s culture, pick just the most important areas to focus on. A great place to start is your company’s core values. Spend a brief amount of time focusing on each of those, and explain why they are so important to your organization. And keep it simple. If you try to say everything, you won’t say anything. Guernsey focused on the theme of accountability for their company’s mission video. If you try to force a ton of different thoughts into the video it will quickly lose focus and you won’t connect with your audience. Less is more. Whatever direction you take, keep the script tight – to about 200 words, or 90 seconds.

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About the Author

Chad Vossen, Chief Creative Officer and Co-Founder

Chad Vossen is the Chief Creative Officer and Co-Founder at 522. Chad’s combination of documentary filmmaking and marketing skills allows him to have a unique approach when connecting a client with what matters to their audience. Outside of work, Chad loves reading, writing, and finding cool new videos, in addition to spending time with his two daughters and his wife, Alisa.

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The Pros And Cons Of Outsourcing Video For Your Marketing Agency: Q&A with Chad Vossen of 522 Productions

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Interviewer: What we’re talking about today is the pros and cons of outsourcing video for your marketing agency. Let’s start with pros, what would be the biggest pro to outsourcing?

Chad Vossen: In the context of building an in-house video department themselves or outsourcing, one of the biggest pros is flexibility. A lot of issues with marketing teams or agencies is they have a variety of different clients who may have a variety of different needs which means they might have a need for a variety of different types of videos. One of their clients might need animated video, one of their clients might need a recruitment video and one of their clients might need a voiceover with stock footage, or whatever.

So the biggest piece of building and scaling a team when there’s a variety of different needs is that you need to understand your clients’ needs. The ability to outsource to a video production company, allows you to maintain that flexibility. You can go to an animated video production company or you can go to a company like ours where we do both, live action and animated.

Outsourcing video as an agency gives you a tremendous amount of flexibility and ability to best tailor a video for your client’s specific need. I think that’s the biggest pro. When it comes to cost, there’s a pro and a con because you’re going to pay a premium for that since you’re hiring specific talent to execute a specific need, but when you build an in-house team, you have to pay for them whether or not you’re working on a video project. In that case, you just have to hope that all of your clients need video and you have to hope that they all need the same type of video.

That’s something we found in talking with a variety of digital marketing companies, that they’ll hire somebody or they’ll try to build an in-house team then that person either gets swamped or is bored. They hear from their clients, “Oh, I need video”, but then it doesn’t go anywhere in the long run. They don’t really stop and think about what it is that they actually need in their strategy. They’re just looking at the short term. I have these six projects, but once those projects are done, what’s happening in the future?

Interviewer: Would you say that a pro to outsourcing would also be that it allows you, as an agency, to have more consistent delivery of content because of all the constant needs and changes? It seems like if you have an in-house team or person they get pulled in a thousand different directions all the time.

Chad Vossen: Yup, if you have the right relationships I think that’s an interesting point. If you can build a couple of relationships, you go with a video production company and then an animator or with a freelancer when you need to. So it does give you flexibility if you get inundated with work. You’re not piling it all on this one independent person.

When companies or larger marketing departments start building their in-house team, everybody goes to this person and a lot of times they just feel like a whirling dervish because they’re getting directions from a marketing person, the recruitment person, this person, that person, and they’re trying to feel everything and they don’t have the proper structure in place to be able to manage all these things and everybody’s a priority and it gets really complicated to field all of those requests.

I think with internal marketing departments trying to build out their own video production team, they really need to think that through. What is the hierarchy? How are they being utilized? Who is assigning the tasks and who’s ultimately responsible for saying “No recruitment team, you’re not getting a recruitment video.”? We have these ten requests over here that are due for this conference or whatever the case is.

Interviewer: So, would you also build a case for outsourcing even if you do have an in-house team in your agency?

CV: Yes. And that’s a good question because we’ve often gotten pulled into those exact situations where internal marketing or production teams are overworked or they don’t have the skill set that we do to be able to tell a cinematic documentary or create an animated video. Some of their in-house people might not understand animation. Being able to outsource gives you that flexibility. You may already have an internal team, but you may still need to outsource.

IN: Can you think of any other major pros to doing that? We’ve covered flexibility, cost, consistency of content creation, production support in general. Anything else?

CV: It enables you to deliver across a broad range of requirements. And I don’t know how to best boil that together, but somebody could come to you for a high-end, 30-second television commercial or event coverage and if you’re outsourcing, it gives you the capability to manage all of those types of requests. Where if you have an internal team, a 30-second national television commercial might be totally out of the wheelhouse. Or, if you have somebody that strongly prefers executing high-level concepts, they’re not going to want to go do event coverage. It goes both ways. It gives you flexibility in terms of the deliverables.

IN: How about some cons. What would some of the challenges of outsourcing video be?

CV: You don’t have a direct connection. You don’t have all the trust. Trust is the most important thing. You’ve got to take time and take your bumps and take your bruises. You have to find the right partner and experiment on certain things because it doesn’t take much for a video to go wrong. It’s one of those situations where it’s a well-oiled machine and if one of those cogs comes out, say, if you hire bad talent the video could fall apart. If somebody is late to a shoot, the video could fall apart. If there’s dirt on the lens… the video could fall apart.

So there are so many different intricate details in video production that you need to make sure that you trust and have faith in whoever you’re outsourcing with that they’re going to deliver on time, on budget, and that they understand what it is that you’re trying to achieve. A lot of video production companies just show up and shoot. They’re ‘Executioners’. They might make it look nice, but at the end of the day, they don’t really care. They’re not the ones with the relationship with the client. They’re just there to execute a task. So you want to make sure that whoever it is vested and has an interest in this video performing the way that your client wants them to perform.

IN: We talked about the flexibility as a pro, are there any cons related to the flexibility that comes with outsourcing?

CV: Yes, let’s say you do find that partner, and they’re awesome. If they’re awesome…  they can also get busy, they can get booked. You may have an in-house or you may have your go-to animator, but maybe he goes on vacation for two weeks and you’re like, “Damn, I really need that video for the conference.” For example, we’re talking with a marketing agency who has a large Fortune-100 client. They were working with an independent freelancer who got too busy and swamped and couldn’t handle the workloads. That provided us an opportunity because we have a more robust team. We’re 14 people, so we’re not just one person.

There’s a con to that if you go on a smaller scale, you don’t have that sort of scalability.

I think it also goes to the fact that most of our successful videos can take a while to understand. We had one government relations consultant-client who we had gotten to know and took the time to get to understand who they are and what their culture is and all those types of things. It takes a while to develop that rapport and be able to create a video that captures their personality. When we went back and did a second video, that video was that much more smooth because we understand who they are and we have that intimate relationship.

If you put a marketing company in-between us, the marketing company, rightfully so, typically gets protective about their relationship with their clients. They don’t want us necessarily going first and talking with their clients directly because they want to they want to manage that relationship. So, when we don’t get that intimacy with the end-client, it’s harder for us to wrap our heads around who they are, what they’re like, sometimes we don’t even meet some of the end clients until the day to shoot. So, we don’t have that relationship, we don’t have that rapport and it just makes it that much more challenging to have that come across in the video.

IN: Do you have any tips on overcoming some of those cons? Are there any communication tips that you could recommend or anything like that?

CV: Yes, with the marketing company and the video production company developing a relationship of trust, it all comes down to the importance of trust between the marketing company and the video production company. The more the marketing company is able to develop that relationship and trust with the video production company, that they can trust them talking with their clients. That’s fine if they always want to be there and be involved, from our perspective, we would certainly encourage that because they’re the ones who have the relationship with their client.

But it’s really sort of developing that relationship of trust and being able to provide and being open and transparent about the information about the clients themselves and the nuances of relationships, what the company is like and what the goals and objectives of the project are. And really just working together in a team to be able to execute the video that they need.

IN: You mentioned earlier that cost can be a pro and a con. Is there anything you want to say about that as a con?

CV:I think, when you’re outsourcing, the pro obviously gives you that flexibility. It’s sort of on-demand, you’re not paying for it unless you need it. But then the con to that is you’re paying the premium for it. You’re already paying premium rates for that outsourced resource because they’re not salary on your team. It’s going to take them a little longer to understand who the client is and understand things of that nature.

You’re going to have to rent equipment. You’re paying for the luxury, if you will, of not having a full-time staff at your department and you’re paying for that premium of the ad hoc performance.

IN: That’s a good point there. Would you say that overall with the cost still works out in your favor? The costs by not staffing a full in-house team and owning equipment and all of those things?

CV: That’s a great question and honestly one of the more difficult one for a marketing company to understand because if they have a lot of consistent work and not just a couple projects upfront, but, “Hey we have clients that need to do a series.” Or clients that really want to develop video plans rather than, “Hey, I just need this one off project.” Then yes, it makes sense to potentially build an internal team.

But if you’re building an internal team to execute a couple of short-term projects, then it doesn’t really make sense. From our perspective, our clients are unpredictable, we’re very project-driven and that makes it hard for us to foresee things in the future. In a way, we’re an outsource marketing video production department for a variety of marketing companies. From that perspective, we’re waiting for the phone to ring, which is no different than a marketing company would be unless they’re sitting there and promoting their strategic video plan with their direct clients.

IN: Yes. That makes a lot of sense. So doing something in-house, the benefit there would only be if you have a specific situation? Maybe you decide that with all of your clients, part of your contract is that you do a 30-second trailer or two social videos a month for example. Then you have a minimal setup and one person who is in charge of that. But that doesn’t get you anywhere near what you really need for true video production. So there’s a little bit of a compromise there. So then maybe you don’t have to outsource all those little things and you can have both ways?

CV: And then I think another thing that a marketing company should consider, is the temperament and the type of person and the type of role that you’re going to add to your video department. An issue that a lot of the marketing companies would have is they’re going to hire this guy and he’s just going to want to go out and take pretty pictures and make That person… he’s a creative or she’s a creative. They’re not necessarily thinking about the end product the same way the rest of the more… shall we say, practically-minded right brainers.  Creative need wrangling. It’s a left brain, right brain thing.

So when hiring someone to start an internal video department, their temperament has to be considered. If you’re going to put them in a monotonous, repetitive herky-jerk situation or fast turnarounds or things like that, you really need to consider the temperament of the person that you’re hiring for this position. You also need to think about how they interact with folks. Is this somebody that can talk effectively with clients and deliver on what they’re going to say? Yes, they take a lot of pretty pictures, yes, their reel looks great, but there’s more to it than just that. While there are certainly a lot of outgoing Creatives… there are probably more introverted ones who prefer working in isolation.

Think about their response times. Their ability to manage multiple projects. Their ability to effectively communicate with clients. Their ability to convey the project’s vision to the clients so they understand what’s happening throughout the entire process. That’s all those nuances why project managers or producers are so important. You need somebody who can have all of those skill sets that project managers do and still execute and deliver a creative and compelling video.

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About the Author

Chad Vossen, Chief Creative Officer and Co-Founder

Chad Vossen is the Chief Creative Officer and Co-Founder at 522. Chad’s combination of documentary filmmaking and marketing skills allows him to have a unique approach when connecting a client with what matters to their audience. Outside of work, Chad loves reading, writing, and finding cool new videos, in addition to spending time with his two daughters and his wife, Alisa.

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