Key West Video Inc - Corporate Video Production Toronto Blog: September 2015

Wednesday, September 30, 2015

Things To Consider For Your Company’s PSA

If your company wants to create a meaningful social change, a PSA might be your best bet.

What you want the world to know about a social issue, behaviour, or epidemic, is imperative. Typically, a #PSA, or Public Service Announcement (or Advertisement) should aim to raise awareness and change public behaviour towards a social issue. If you’re a not-for-profit organization or grassroots movement, you might want to consider the following when coming up with a concept for your PSA:

Know your audience

When deciding on who you want your message to directly reach, you’ll have to know who your target demographic is. Are they aged 18-35? 40-60? Of a certain ethnicity or social class? What about targeted neighbourhoods? A bit of research might go a long way when you want to know who they are. After all, this will affect:

a) how they will consume your content, making it easier to determine how to distribute your video

b) what they would actually be interested in seeing

c) what type of video production company will be best to hire when coming together to create your vision

In a previous post, we discussed Dove’s Real Beauty sketch campaign that highlighted the way women often view themselves. Naturally, this campaign resonated with its viewers, instantly becoming the most viral ad of all time. What Dove probably did not anticipate was its crossover appeal. With over 114 million views, it quickly becoming a favourite for both men and women. One of the main reasons why this campaign was so successful was because Dove knew who its target audience was: women of all ages who use their beauty products. Everyone else was just extra.

Have a strong message

One of the last things you want is to create a forgettable ad. A memorable PSA means it has a message that resonates with its viewers. Whether it is to meant to create a high emotional response or be thought provoking, it must have a point.

If, for whatever reason, the production value doesn’t go according to plan, you’ll want your audience to at least grasp what you were trying to say. If all else fails, a strong message should be your last pillar of strength.

Create powerful visuals

Most PSAs depend on a strong use of visuals. This doesn’t just mean visually-stunning shots on high-end HD cameras. This could just include heart-gripping shots of things we don’t normally see. Things that many of us ignore or have gone through in the past. Things that get our attention.

Some PSAs hardly make use of a script at all.

Make your script concise

Some of the best PSAs don’t actually say much.

What we mean is, often times the script in a PSA is minimal, while the ad or announcement depends on the visuals to tell the story.

Whether it is a voiceover, direct on-camera dialogue, or text appearing at the screen, make sure it is short and to the point.

Have an idea for a PSA? Contact Key West Video today!

The post Things To Consider For Your Company’s PSA appeared first on Corporate Video Blog.

Tuesday, September 29, 2015

The Importance of Storytelling in Corporate Video

Since the dawn of time, humans have used #storytelling as a means of communicating with each other. From the Stone Ages to the invention of the printing press, we have found ways keep #narrative alive from word of mouth to drawings, to music, to movable clay type.

With the introduction of #motion #picture in 1895, we found a more visceral way to get our stories across – #film. Finally, a medium that could accurately depict the human experience. While reenacting our daily experiences, we were able to get visual justice for #stories deserving to be told.

And even though motion picture has come a long way in the last 120 years, some fundamental elements remain the same.

The Importance of Storytelling in Corporate Video

Today, we use motion picture storytelling in a plethora of areas. Film. #Television. #Animation. Even #video #games. In the world of corporate video, storytelling is essential in representing who you are. It’s a way to simplify your company’s services or products in a way that your desired clients can understand and relate to. It can explain how your #product or #service is beneficial, or tell a story of how your product has changed someone’s life.

They can also be fun. By creating a clear, concise story around your company, it can be a great way to build a narrative that your audience can understand and share.

In a previous post, we touched on the importance of narrative in nerd culture. Some of the most poignant #comics have the best backstories, giving a character more depth. The more detailed the story, the more “meat” an audience has to work with, and the more interested they become.

Some of the reasons we at Key West Video like storytelling is because it helps our clients’ audiences picture themselves with that particular brand in their lives. We enjoy creating that #virtual #reality experience that enables us to picture ourselves doing something.

The Importance of Storytelling in Corporate Video

After all, most actions begin with #visualization, right?

Storytelling also adds a #human element to your company. Audiences want to know that there are actual people behind the #brands they buy, and how those people are more similar to them than different. How does your #company relate? Do they know what’s best for their #audiences? If so, how do they #communicate this without directly telling them what is good for them?

It’s also a great opportunity to talk about the history of your company. If we’re being frank, our clients might not care about who founded your organization, what changes have been made over the years, and how your success has grown by telling them this through text. But with the right #visuals to accompany a compelling story, you can easily hook your audience and engage them in your company culture.

Here at Key West Video, we offer top-notch video production. Have a story you want to share? Contact us today!

The post The Importance of Storytelling in Corporate Video appeared first on Corporate Video Blog.

Friday, September 25, 2015

3 Things Bojack Horseman Taught Us About Rebranding

On August 22, 2014, Netflix released what would soon become one of its most popular originals: Bojack Horseman. Bojack, a washed up actor with mild depression and acute loneliness, deals with losing all that he has. He’s not nice to be around. He hasn’t worked since his hit show in the 90’s. He drinks a lot. Parties too much. And has way too many one-night stands. Oh, and he’s a horse. But then, he is offered one last chance at redemption: an autobiographical book.

In a brilliantly blended world of humans and anthropomorphic animals, Bojack Horseman shows us what it’s like to hit our peak, crash, and try to rebuild. By no means is Horseman an archetypal hero: he’s crude, rude, and highly impersonal. Yet, we still feel sorry for him. He’s had a rough upbringing. He pushes people away so they can keep a somewhat-perfect image of him. He’s scared of close interactions. And he’s sarcastic as hell. Above all, he’s lonely and doesn’t have too many close friends (except Todd, who sleeps on his couch, and Diane, whose job it is to write his book).

As Bojack tries to make amends with his life while he prepares for his dream role as Secretariat in season two, there are a few lessons to take away as he tries to create a new self image.

1) Don’t give people something negative to talk about.

We see time and time again that Bojack is failing at life. His relationships suffer. He is constantly being yelled at by his agent. He isn’t accustomed to kindness. He lashes out on anyone who gets in his way. He makes it very easy for Diane to portray him negatively in his ghost-written book.

When dealing with your company’s brand, it is easy to misstep. With the rise of social media, big company players are given an even bigger platform than before. A single statement could tarnish your entire company’s image. Just ask Abercrombie & Fitch’s former CEO, Mike Jeffries.

2) Keep your competition close.

Sometimes, it’s just not worth acknowledging the Mr. Peanutbutters of this world. You cannot be consumed with disgust when trying to become better. It’s exhausting. And sometimes, the competition isn’t worth annihilating.

While Bojack is openly sarcastic with a Mr. Peanutbutter who simply isn’t smart enough to get it, he does end up interacting with him for publicity in season two. In fact, when Mr. Peanutbutter becomes a host on Hollywoo Stars and Celebrities: What Do They Know? Do They Know Things?? Let’s Find Out!, Bojack’s popularity skyrockets.

3 Things Bojack Horseman Taught Us About Rebranding

Bojack could’ve easily denounced any interaction with his former sitcom rival, Peanutbutter. Instead, he saw this as an opportunity to get back in the spotlight.

Keeping a close eye on what your rival company is up to (or better yet, getting an intimate look at how they’re doing it) not only keeps you in the “know”; it gives you a leg up on how you can improve your own craft. Use that opportunity to study where they might fall short so you can learn how to be better than your competition.

3) Improvement is possible.

In the first episode of season two, we see Bojack making an honest (and strenuous) effort to make positive changes in his life. He listens to motivational tapes. He attempts to jog. He expresses concern. He is kind to Peanutbutter…for about half of one episode. And he’s secured his job as Secretariat, only to blow it. Even though Bojack’s positive mindset is short-lived, it’s important to note that it is there. Despite what he – and we – believe, it is possible for him to become a better person. There is light at the end of the tunnel.

Even companies with the worst reputation are able to make this choice. We at Key West believe that there is no limit to improving self image – even if that means dismantling all that you’re known for to build anew.

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The post 3 Things Bojack Horseman Taught Us About Rebranding appeared first on Corporate Video Blog.

Wednesday, September 23, 2015

How Secretive Should You Be About Your Marketing Strategy?

Initiating a new marketing strategy can be overwhelming. There’s a lot to consider when deciding on a new launch strategy. Paid advertising. TV commercials. Social media campaigns. Radio spots. The list goes on and on.

For reference’s sake, let’s look at Apple.

Apple has a reputation of fostering a culture of secrecy within its walls and out. Former employees have stated that departments were not allowed to discuss projects with each other lest they collided. Information was received in a top-down method from a single executive group. And employees couldn’t speak to anyone outside of the company on an upcoming project without risking termination.

It’s not difficult to see how this can foster an environment of fear. But thankfully, not every company is Apple.

They’ve mastered the art of tease to build hype before a new release, making it the perfect case study when considering how much (or how little) you should tell the public.

For one, Apple has tapped into word-of-mouth promotion. The best way to gain popularity is to put out a solid product that can speak for itself. In their case, surrounding media says what they as a company don’t need to.

This has its ups and downs. Startups have a lot to prove in the realm of credibility and reliability, and obviously don’t have a breadth of experience to rely on. Knowing your core client base and how your target demographic operates online really helps with promotion.

Another tactic Apple uses is its “scarcity”. We usually hear from external gadget sources that Apple will be releasing it’s new (insert Apple product here). This effect is comparable to Black Friday on a first-come-first-serve basis.

These methods have risked backfire in the past. When avant-garding their entire new product, the Apple Watch, Apple opened itself to risk: competitors who were able to deliver a similar product for a more affordable price.

Part of Apple’s appeal is never really showing what is going on behind the scenes. Only after years of repetition do we have an idea of when the next iPhone will be released. And while this strategy may seem appealing to some, it lacks a sense of responsibility to its customers. There isn’t much of an incentive to remain loyal to a company that never really tells you when your operating system will become obsolete.

In this case, a little transparency might go a long way.

Not only does this ease the minds of a company’s employees, but maintaining a safe environment also helps with the flow of creativity. Living in constant fear of the unknown can be stifling to your company’s creative marketing strategy. And while it’s unlikely that your company would keep its own internal communication under wraps, it is important to determine who this strategy should, if at all, apply to.

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Tuesday, September 22, 2015

Why You Should Make a Video Resume, Instead

Picture this: It’s the end of 2015. Virtually no one reads. In fact, we skim content at best. Search for keywords. Some of us don’t even make it past the headlines. Kinda scary, huh?

It goes without saying that we live in a fast-paced world. And with that comes fast-paced information, technology, businesses and employer practices (or lack thereof). It’s becoming more difficult to stand out in a crowd full of applicants. Many articles online aim to help you revitalize an outdated resume to appear more attractive to forward-thinking companies. You’ve been conditioned to believe that you must focus on the little details. Choose a good font. Remember the margins. And for Pete’s sake, use spell check. Right?

Sure.

While all that is fine and dandy, this line of thinking conveniently forgets one thing: tradition. The question then becomes: is the concept of a traditional resume still relevant in today’s society? And is taking time to spell-check every word, peruse through Microsoft Word’s font tab and customize the page still worth it?

Some would argue no.

Depending on your field of work, a video resume can be the deal breaker when being considered for a job. For employers looking to hire, video resumes are great for user interaction on social networking sites such as LinkedIn, Facebook, and even Twitter. However, not all video resumes are created equal. Despite this sounding like a fresh, foolproof way to spice up your qualifications, they can be backfire, if done incorrectly.

For starters, a visual representation of your resume should reflect you in a way that a traditional resume can’t. This means that you shouldn’t just read out the contents of your CV or resume in front of a camera. Instead, focus on your strengths in a professional, attention-getting manner.

As previously mentioned, our fast-paced minds mean we are constantly on the hunt for new, exciting and quick entertainment. When making a video resume, it is ideal to keep it short and concise.

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Not every job calls for a video (with some even finding it inappropriate), but for the ones that do, video resumes do come with their set of perks. They show that you’re willing to take initiative to think outside the box. By choosing to market yourself this way, you also make it easier for employers or HR departments to remember who you are based on your video. Do you seem energetic? Are you passionate about what you do? Do your mannerisms suggest how much you’d like to work there? This may save a recruiter a lot of time when trying to find their ideal candidate. And if you’re successful, your company may even want your face on their social networks!

Video resumes also allow a company to connect with you without having met you face-to-face. Here at Key West we can help you create the perfect video resume for the employer of your dreams. Contact us today for your chance to set yourself apart from the rest on your social networks.