Video Production For Foodservice During Challenging Times
In this week’s interview, we catch up with Nick Clancy, PR Account Director at Jellybean Creative Solutions, to discuss video marketing approaches to foodservice brands in the pandemic.
Nick shared some candid thoughts on the massive impact of the Coronavirus, but also how the situation presents an opportunity to connect with previously difficult to reach customers online.
He also gave us an insight into the types of video content that he thinks work best in the here and now – and how we have to be ready for this to change in the future. Enjoy!
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3 More Top Tips For How To Look Good For Video Conferences
We all know where to put the camera and how to light ourselves for a decent looking video call these days (and if we don’t, check out our earlier vlog), but now that everyone is used to meeting online, we’ve noticed some of the more subtle traps that people are falling into.
In this update, Dead Ready Director, Chris Tongue, takes us through his top tips to make sure you come across perfectly in your web conferences.
Here’s the transcript for fun:
Hello! Back at the beginning of the lockdown I posted a tips video on how to look good in video calls. Since then, we’ve recorded hours of interviews for several clients over the web and have noticed a few extra traps people can fall into, so thought I’d post a short update with a few more tips.
Extra Tip #1
Be mindful of reflective surfaces and how they have a habit of giving away ugly or embarrassing things in the rest of the room. This applies not only to windows and mirrors in the background, but also to those who wear glasses – a bored attendee may choose to make your window full screen, where it might be obvious through reflections that the discussion doesn’t have your undivided attention… (I’ll then zoom in on my glasses which will show that I’m playing solitaire or minesweeper).
Extra Tip #2
Remember to keep eye contact. This doesn’t mean that you have to look at the camera, just that you should keep looking at the people you are talking to on screen.
It can be tempting to look away while you form your responses, but you’ll lose your audience’s attention if you don’t appear to be talking to them. This counts double if you’re being interviewed or are delivering a presentation as you’re on screen for much longer.
If it helps, have your notes on screen, it’ll keep your focus in roughly the right place.
Extra Tip #3
Value your production values. If you’re being filmed taking part in an interview or you’re a guest speaker at a virtual conference – remember that your video quality reflects whoever is posting the video, so getting your setup correct is more than just a vanity exercise and can affect whether or not you’re invited back.
Good luck out there and thanks for watching!
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How Med Comms Brands Can Use Video In The Pandemic
Continuing our interview series exploring the impact of Coronavirus on marketing and content generation, this week we catch up with Gary Nolan, Deputy MD of Scientific Education Support.
Gary is refreshingly upbeat about the way his business has adapted to substantive change and he takes us through the way he’s not only been able to sustain effective communications, but actually improve them through the use of video.
He also has an interesting perspective on how he feels marketeers will have to embrace producing quick, dirty content for the short term, but to be ready to get back to producing high quality content soon.
How To Plan Promo Videos For Maximum Engagement
Promo videos often have a lot of information to deliver. Whether you’re using them to launch a product or to promote your business as a whole, you’re probably under pressure to pack in lots of brand messaging and the risk is that you fall into the trap of talking AT your audience.
This severely undermines engagement, so the way to avoid it and to keep the audience focussed on your content, is to not only think about what you’re saying, but HOW you’re saying it.
Here are a few approaches to make sure you’re not only delivering your messaging, but that you’re giving your audience what they want.
Be Slick
Being slick isn’t about being too clever, its about disciplined execution. Cut down on any unnecessary repetitions, pauses or hesitations to keep up the pace of your video and make sure you give it the required rehearsal time.
Consider adding a visual hook which delivers pretty standard corporate messaging, while the one-shot approach takes the audience a visual ride.
Be Impressive
Video is an innovative area of technology and new production approaches are popping up all the time, many of which are available to relatively low production budgets.
If you move fast you can take advantage of the novelty value of augmented reality, 360 filming or aerial footage to to wow your audience with something they’ve not seen before.
Make Us Feel Something
There’s research that suggests that marketing on functions and features can increase the perceived benefits of your brand by 21% which isn’t bad, but if you tap into something emotive, the bump could be more like 42%.
Whether you’re making your audience laugh or tugging at the heartstrings, emotive scripts benefit from having a focussed creative vision.
So, assign script writing responsibility to your most talented writer (or engage a pro script-writer), give them plenty of rope and protect them from interference from elsewhere in the business.
Embrace Metaphors
Finally, I wanted to share an example of a promo video we produced for software platform Jaggaer One.
Knowing the complexity of their product would be difficult to explain literally in a few short minutes, the client embraced the idea of featuring a visual metaphor to quickly communicate the value of the platform.
Presenting the gymnast on the pommel horse at the beginning gave the audience something unexpected to kick off the video and kept them engaged, before easing them into the specific benefits of the product.
The key to a successful promo is to excite your audience; inspire them with a vision of how their future could be if they were to reap the benefits of your offering. If you know your customer and you never lose site of what they want, you can’t go wrong. Good luck!
If you would like to discuss how Dead Ready Productions could help you to further enjoy the benefits of video for your business, please get in touch via the button below or by calling +44 (0)208 339 6139.
