Why Localizing Corporate Videos In Marketing Matters

There was a time when companies didn’t care to localize their content.

But now with a cross-national market, localizing your content is of the utmost importance.

What do we mean by that? Well generally, localizing just means making your content specific to the region you’re trying to market to. Not all marketing messages translate well to different areas. What’s written in English might not make sense in Spanish. What speaks to a younger generation might be gibberish to senior. What reaches an urban community might not be understood by rural, less populated areas.

For example, in 2002, the California Milk Processor Board launched it’s ‘Got Milk?’ campaign. In Spanish. While the exact (rough) Spanish version was translated as ‘Tienes Leche?’ (intended to mean ‘Are You In Possession of the Popular Beverage Known as Milk?’) it actually translated to ‘Are You Lactating?‘. An embarrassing (but memorable) mistakes, this is just one of the many ways in which a failure to localize content can cause a marketing catastrophe.

Clearly, your goal should be to create content that is universal. This means a clear, poignant message that can be easily understood in different cultures, traditions, and languages. Animations work well. Silent film also works. Moving stills (for PSAs) send strong messages across the board. Something that elicits awe and inspiration works well across the board and succeeds in getting a message across – no matter who the audience is. It also avoids the potentiality of drawing on harmful stereotypes when attempting to reach a different culture.

Photo credit: cogdogblog via Foter.com / CC BY

If your video contains any sort of conversation with a character, it might be worth looking into dubbing. To avoid making mistakes like the ‘Got Milk’ campaign, consider hiring someone who can not just translate, but also interpret your message.

Another option is subtitling. In the past, we’ve highlighted some of the benefits to both voice dubbing and subtitling. Depending on the length and pace of the video, subtitling can be an excellent tool to get your message across. It also provides the added benefit of reaching an audience who might be hard of hearing.

Here at Key West Video, we specialize in making video content that matters to everyone. For more information on the services we provide, visit our website today!

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TIFF And Its Relationship With Corporate Video Production

It’s that time of year again when the city is filled with lights, camera, and action. It’s TIFF season.

And like most of the city, we’re also excited about all the hoopla that comes with TIFF.

A few years ago, Key West Video had the pleasure of taking it to the streets. We interviewed TIFF-goers on what the buzz was!

But what we noticed was something interesting: TIFF films with high-ranked actors/celebrities tended to generate the most buzz. From well-known directors to A-list celebrities/actors, we realized that people tended to gravitate more towards those films. It didn’t really matter what the subject matter was or how enticing the trailers were – people were going simply because others would be there.

This made us think.

What if corporate video could emulate this same formula. Would it issue the same response?

Well, perhaps.

Some of our most memorable corporate video commercials featured celebrities in them. Old Spice knew this all too well with the casting of actor and former NFL wide receiver Isaiah Amir Mustafa, also known as the ‘Old Spice Guy‘.

Assuming a client has it well within their budget, why not feature a well-known face to add to the corporate video campaign? Depending on the nature of the project (e.g. video marketing), a popular subject might add increased visibility to your corporate video and potentially lead to added sales. In 2010, former NFLer Troy Polamalu was the face of Head and Shoulder’s hair commercial. Proactive would also get proactive with its marketing, casting everyone from Adam Levine to Jessica Simpson to Katy Perry.

Photo credit: JeepersMedia via Foter.com / CC BY

Another added benefit is influence. Not only does this method increase visibility, it also increases reach. What’s the difference, you ask? Well, while visibility is great for getting your brand out there, reach pertains more to how directly you are able to interact with your audience. Will you feature a call to action? Will your audience feel compelled to visit your website? How will your campaign be memorable? These are all questions to consider while deciphering the TIFF method.

Here at Key West Video, we work with our clients to ensure that their vision is seen and their message is heard. Visit our website for more information on the services we provide today!

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How Corporate Video Production Affects Your Engagement

One of the most important things to keep in mind when conceptualizing corporate video is audience engagement.

Retention, interest, and engagement are all things that most companies compete for.

In fact, it’s what drives the competition. With so many competitors in multiple sectors and industries, how on earth do you grab a hold of a piece of the pie?

Well, for one, you’ve got to really understanding who they are and how they consume content. This means investing in ample research to find where your audience is at, what channels they go through, and what trends they might hop on next.

To take it even further, it’s worth investigating their engagement.

What’s that, you ask?

According to Business 2 Community, there is no “one size fits all” formula when it comes to setting up tried-and-true engagement methods. It’s even harder to define what ‘engagement’ means in the first place. For the purposes of corporate video, perhaps it can be described as:

• content that promotes direct user interaction with the product, brand or service
• content that users/viewers find helpful in their search for information

To some, it’s less about what message the brand wants to send, and more about what the audience takes away from it. A user who reads a product description or watches an informative video may find it of value, though there sometimes isn’t a tangible way of knowing this.

Business 2 Community defines engagement as “something that successfully inspires the action it was designed to instigate.”

In a previous post, we highlighted how video stimulates our senses. By having a visceral reaction to a visual, we’re more prompted to respond to information presented to us.

How will your corporate video engage your audience?

Here at Key West Video, we specialize in creating content for optimal audience engagement. For more information on the services we provide, visit our website today!

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Stopped by the @GeorgiaAquarium while shooting in #Atlanta, this little guy is a juvenile #AfricanPenguin! :D #Penguin #Aquarium #Canon #AnimalsOfInstagram #BirdsOfInstagram #Picoftheday #IGMood #Instagood #Photography #Videography

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Should You Use Corporate Video As A Recruiting Tool?

Sometimes, a company with a tough position to fill might find the recruiting process a little difficult.

And sometimes HR might need a little help finding interest during their recruiting process.

Visual content has become an integral part of the recruitment process. Candidates in search of a new job are more likely to gloss over your job description – no matter how eloquent it may be.

Interested candidates may want to know more about the faces behind your brand. This means creating content that will give them a sense of not only what the job entails, but also who they’d be working with. A corporate video is an excellent way to showcase your corporate culture.

A corporate video is an excellent way to showcase your corporate culture.

Companies can leverage this opportunity to their advantage by creating different types of corporate recruiting videos. For example, a company may use a recruiting video to explain why a candidate should want to work with them. Traditional companies with outdated job descriptions might fail to keep a candidate’s attention. Videos, on the other hand, give a potential employee a first-hand look at what they can expect from the job.

It’s important to think about what information a video can convey that cannot be described via text. If you’re iffy about investing into a corporate video, consider alternative ways to best portray your corporate climate visually.

We’ve found that many clients lean towards corporate recruitment videos for the sole purpose of garnering attention. Some of the most prominent and effective videos inform us, engage us, and make us want to be involved in some capacity.

Here at Key West Video, we provide a plethora of services including corporate recruitment videos. For more information on the services we provide, visit our website today!

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7 Expensive Corporate Video Production Mistakes To Avoid

Take it from us – corporate video production can be exhaustive work. But in the end, mapping out every minor detail of your video can help avoid expensive mistakes.

And some mistakes can be fatal to your production company. After all, your goal is to make money from the production, not run into additional last-minute costs due to a lack of preparation.

It happens to the best of us. Sometimes we leave the production house with everything checked off, only to realize minutes into the shoot that we’ve forgotten a vital piece of equipment. Or maybe we’ve charged our batteries and cleared our SD cards only to find them fried or faulty. Whatever the case may be, we’ve listed some of the top, most expensive corporate video production mistakes that we’ve learned to avoid – the hard way.

1. Casting Mix-ups

There’s nothing worse than having a cast that doesn’t reflect their headshots. From background talent/extras to principal actors, each face that will be on camera should be at least somewhat reminiscent of their headshot. This means early casting and (if your budget permits) wardrobe.

2. Technical Difficulties

Test, test, test. You’d be surprised at how many freelance videographers don’t test their equipment before stepping out onto a set. This not only impedes a production shoot – it also screams unprofessionalism. While some technical difficulties (typically on set) are unavoidable, you should aim to minimize any technological risks as soon as possible.

3. Sufficient Crew

An important thing to remember is that no matter how much fancy equipment your production crew may have, you still have to have the skills to operate the equipment. A wise filmmaker once said, “Just because you have the tools doesn’t mean you have the craft.” No truer words have been spoken.

4. Parking

Another important (but often forgotten about) aspect is parking. The last thing you want is to shoot in a location that has no parking. You run the risk of having to park far away from your shooting location (which can be a pain when it comes to loading and unloading equipment), or parking illegally, resulting in potential fines.

5. Permits

Make sure you’ve designated someone to look into the permits necessary for shooting. This means all locations should be secured prior to stepping out on set. Otherwise, you run the risk of being shut down or potentially fined.

6. Proper Art Direction

Make sure you’re hiring someone who is qualified for the job. This means someone who knows the ropes and has ample experience in communicating information to set designers and/or art department. The last thing you need is people who don’t stick to the shooting schedule or run the production efficiently.

7. Post-Production

“We’ll fix it in post” is a problematic phrase that we’ve heard all too often.

Avoid it all costs.

This phrase is thrown around when the crew has either given up or doesn’t know how to fix a problem. Something that could take just a few minutes to adjust on set could save hours in an editing suite.

Here at Key West Video, we prioritize the needs of our clients to take care in how we prepare for shoots. For more info on our services (or our portfolio) visit our website today!

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