VIDEO PRODUCTION: Soup to Nuts - files.ctctcdn.comfiles.ctctcdn.com/1f7d8003101/67608f82-4ffe-445b... · • Lead generation • Deeper relationships • Decreasing deal time •

VIDEO PRODUCTION: Soup to Nuts Getting the most from your video assets.

November 17, 2015

Video works

70% of marketers say

video drives better

conversions

66% Like Video

From Brands

2X Click Through Rates

41% Higher Click

Throughs With Search 80% Increase in

Page Conversions 2 Mins Longer

on Websites

97% Increase in

Purchase Intent

20% Lower

Cost Per Lead

Courtesy of Vidyard

Next to face-to-face meetings, video is the most successful

medium to build relationships. “

” Sourabh Kothari Head of Rich Media Marketing at Cisco

• Brand awareness & lift

• Thought leadership

• Insights & Market updates

• Lead generation

• Deeper relationships

• Decreasing deal time

• Client onboarding

• Onboarding

• Product training

• Customer testimonials

MARKETING SALES SUCCESS / SUPPORT

Video across the enterprise Connecting your customers across the entire journey

• Employee conferences

• Executive communications

INTERNAL COMMUNICATIONS

Distribution matters!

Main learning points

• It starts with storytelling

• Content matters – every time

• Managing compliance

• Distribution

“What if we made a video?”

Who would make it?

Where would they watch it?

What would I

say?

Who would watch it?

What is success?

Stories engage. Monologues bore.

https://www.fidelity.com/learning-center/investment-products/fixed-income-bonds/muni-bonds-illustrated-video

Know your audience. Understand their attitudes.

https://vimeo.com/unitedcp/finlife

Know your audience. Appeal to emotion.

https://vimeo.com/44461594

Working with Compliance: an asset managers point of view

http://www.videolinktv.com/resources/videos/#how-to-manage-the-challenge-of-compliance

Compliance is your friend

• Engage compliance early and often

• Broad topics for website; specific topics for other platforms

• Keep video approval process consistent with current processes

• Ensure vendors understand processes and time frames

• Disclosure for lowest common denominator

Compliance & distribution

Distribution strategy as important as the content.

Distribution matters

• Know where your audience lives

• It’s iterative – test and experiment

• Multi-media, multi-platform campaigns

• Different regions, channels, firms

Distribution: Experiment & Analyze

Contemporary Relevant

Know your audience

1. Create conversations

2. Emotion is powerful

3. Authenticity matters

4. Consistent messaging

Best practices

http://www.videolinktv.com/resources/videos/#customer-buying-journey

Video and the customer buying journey: Video creates stronger relationships with customers

“Let’s make that video!”

Workflow & production process

• Streamline the process

• Create video content calendars

• Leverage time-sensitive responses

• Capture your storytellers whenever possible

Create thought leadership video | Produce more short-form video | Access remote storytellers

Workflow process examples

http://www.nuveen.com/Commentary/Video/EconomicMarket.aspx

HD Sony camera, professional lighting and audio, teleprompter, backdrop and recording options

Time, resources and savings streamlined

workflows

1. Consistency in branding values, delivering higher production values

2. Estimated 67% savings per finished, single-camera video

3. More efficient and productive video staff

4. One - two day turn-around vs. two weeks

5. Better video and audio production quality control

Marianne Rocco Director of Marketing @mwrocco | Marianne.Rocco@videolinktv.com

Deb Wetherbee VP of Business Development Deb.Wetherbee@assettv.com