The Business Exchange’s CEO and founder Pamela Labelle talks about her experience working with Keywest Video.
The Business Exchange Testimonial
Friday, January 31, 2014
Thursday, January 30, 2014
Google Analytics: Innovative Marketing
Google Analytics has recently created a humorous marketing campaign to raise awareness about the online shopping experience.
The series of videos illustrates what a consumer’s everyday shopping experience in real life would look like if it were handled in the same way that we shop online. #GoogleAnalytics created the innovative campaign in order to illustrate to businesses exactly where they were losing/deterring their very own customers within the online shopping experience. The campaign is designed to help businesses realize that their website and digital marketing may not be up to par, thereby costing them greatly in the long run.
Google Analytics came up with an innovative and especially humorous way to demonstrate exactly how missteps on the digital shelf would play out in real-life scenarios. The campaign not only clearly illustrates the errors being made, it also entertains the viewers by depicting highly relatable scenarios that almost all of us have been a part of. Take a look at the three videos below.
Optimizing your website’s landing page is key since you always want to make sure that your ad text leads to a matching page. Google Analytics suggests that many consumers are being led astray by other pages or products when searching for what they want. Ultimately, they’ll end up not finding what it is they came for and leave your site completely. In this video, Nick is distracted by other (unrelated) products on his quest for olives, only to find out that the olives weren’t even where he thought they’d be in the first place.
Shopping online is meant to be easy. Find out where your customers are being led astray.
Optimizing your website’s search functionality can be especially helpful when customers are looking for a specific product or service. Google Analytics suggests that it is important to categorize your products accordingly so that consumers are able to find what they are looking for quickly, easily, and in a logical manner. In this video, Oli is forced to jump through hoops in his search for semi-skimmed milk only to find out that he should have been searching for “milk, semi-skimmed” to avoid all of the hassle.
Shopping online is meant to be easy. Discover what your customers are looking for.
When optimizing a website where purchases are made, it is important to find out when it is your customers are “checking out” – not in the literal sense, but more in terms of where are your customers getting fed up and leaving your site. Google Analytics helps you understand your website flow process and identifies ways in which to better optimize your customer’s buying process.
Shopping online is meant to be easy. Find out where your customers are checking out.
Tell Keywest what you thought of the Google Analytics in Real Life campaign.
Google Analytics: Innovative Marketing
Wednesday, January 29, 2014
How To Videos: Why They Work
‘How To’ Videos Can be a Great Way to Promote Your Product in These Top 3 Circumstances
So, you have a new fabulous product and you need to promote it to your target market. You ask yourself what the best way to get this new product out into the public sphere is, and you don’t quite know the answer. There are a variety of avenues to choose when it comes to creating a promotional video for your new product, but some options are better than others. When is a ‘How To’ style of video relevant and engaging, and therefore the right choice? Here are our choices for the top 3 reasons your product would work well with a ‘How To’ video.
1) Complicated Product
If you have a product that you cannot simply explain in under thirty seconds, then a ‘How To’ video could be the best route for your promotional video. The attention span of consumers is decreasingly short with so many different products and services now saturating the markets. Therefore, you don’t want your product to loose its value just because someone doesn’t take the time to understand the great benefits it can have for them.
In this case, by providing your potential consumers with a video which lays out the facts, and benefits of your product, you can be converting those viewers into purchasers instead of letting them slip away. You can show them how the product works, and therefore explain why they need it in their lives.
2) Older Demographic
When the target market for your product is over the age of 50, then a ‘How To’ style of video could be a great choice. The baby boomer demographic are more technical than their parents generation, yet still far behind the millennial babies of today. Individuals in their later years have less patience to figure out just what your product does and why it can be a benefit to them, and thus are easily distracted into buying into the most simple products on the market.
Technology is now such a major part of our lives, that everything from the automobiles, to watches to toasters, are now how-tech. If your product is tech-heavy, has a lot of bells & whistles or has a variety of different features, it could be lost on an older market. Which is why providing a video in conjunction with your product, which explains how it can simplify consumers lives instead of making them more confusing, can go a long way.
3) Do It Yourself Element
Products that rely heavily on the consumer constructing, setting-up or assembling things themselves in any capacity, would be a great candidate for a ‘How To’ video. This is the most obvious choice which warrants this type of descriptive video. In order to get consumers to purchase your product with a DIY element, you need to convince and show them just how easy it is.
Not in all cases though, is this DIY element refer solely to building or assembling something. In certain cases, it may just mean purchasers need to understand that the DIY element is simple for people to understand right off the bat. For instance, Keywest Video recently produced a video for a new tech product in the real estate market. The video was meant to showcase that the digital window sign was easy to use, quick and effective in enticing passersby to interact with the sign and its features. In this case study, we highlight just how effective this style of video was for them.
So when you are looking to promote your product, consider utilizing a ‘how to’ video to highlight it’s features, and showcase just how simple and easy to use your product really is.
How To Videos: Why They Work
Tuesday, January 28, 2014
Canon 5D Mark III
The Canon 5D Mark III is one of our favourite cameras to use here at Keywest.
With supercharged EOS performance and stunning full frame, high-resolution image capture, the Canon 5D Mark III is designed to perform. Here are 3 main reasons why we love shooting with the Canon 5D Mark III:
1. Depth of Field
We just adore the Canon 5D’s shallow depth of field when shooting most of our footage. The camera allows us to really focus on a subject in the foreground, while maintaining a beautifully out of focus background. In many cases, it enables us to smoothly shift focus
between foreground and background, for a more aesthetically pleasing look.
2. Low Light Conditions
We sometimes encounter situations in which we aren’t able to create the ideal lighting setup, be it within an office, boardroom, etc. The Canon 5D is a remarkable asset in these conditions as its low light capabilities are absolutely out of this world.
3. Easy to Handle
Unlike many large, bulky video cameras, the Canon 5D is an excellent camera when you’re on the go. Since, it’s a DSLR, it’s significantly smaller than a video camera and has a great deal of user-friendly features that allow us to capture amazing video.
Did you know?
It recently came to our attention that the Canon 5D was even used to shoot an entire episode of the television series House.
The 5D allowed the production team to work in very tight spots in a collapsed parking garage with minimal lighting. They used Canon prime lenses along with the 24-70mm and
70-200mm zooms and they didn’t even use an image stabilization rig for any of the non-tripod shots. They even used 300mm lenses, only using the built-in image stabilizer feature, something Gale Tattersall (director of photography) referred to as “…a Steadicam in the palm of your hand.” Tattersall used the 5D Mark II to film the newborn baby scenes for “Lockdown” in Season 6. He eventually convinced the producers of the show to film the whole finale episode with them, and even brought back the Canon 5D Mark II for the entire Season 7 of House, making it the first network television season filmed entirely on an DSLR. http://canon5d.wonderhowto.com/inspiration/canons-5d-mark-ii-invades-hollywood-0129387/
Canon 5D Mark III
Monday, January 27, 2014
Old Spice Commercial: Behind the Scenes
Ever Wonder, How Do They Do That? Let’s Take a Look Behind The Scenes Footage From an Old Spice Commercial to Find Out!
Old Spice rocked back into the modern age, with their now infamous “The Man Your Man Could Smell Like” commercials in 2010. The ad agency Wieden+Kennedy were the masterminds behind this devilishly clever advertisement. The ads targeted female purchasers, who were shown to be the decision makers when it came to buying hygiene products for their male counterparts.
The initial commercial was an instant success. As the title implies, the copy poked at the fact that anything is possible… just as long as your man smells like Old Spice. The concept was simple, clever, and reached into every woman’s fantasy. If you have been living under a rock and have yet to see it, check it out below.
Senior social media and marketing manager for Cisco Systems, Tim Washer once stated,
“Humor, when executed properly, helps cut through the noise and helps you stand out. If you can make someone laugh, there is an emotional connection with them. And anything you say beyond that is going to be more meaningful.”
There are many elements that made this commercial, and all the others made in a similar vein to come, as popular as they are. Arguably, in addition to the handsome actor who stars in all of the ad spots, the great direction provided by Tom Kuntz, and of course the concept itself which can make even the most cold-hearted grinch laugh, it is most importantly the way it was flawlessly executed, which make the advertisement such a masterpiece.
After the success of the original spot, and the subsequent ones to follow, the team who created these ads allowed us to go behind the scenes in one of their shoots. In another stroke of genius, they allowed viewers to really understand just how they were able to pull off their hilarious, and very technical commercial. In the video below you will be given a behind the scenes glimpse into the set, the crew, and the way that it was all pulled together.
http://www.wimp.com/behindscenes/
This was a great technique to allow viewers behind the scenes, to see how it was all created. It gives audiences a sense of importance and privilege in order to be allowed to view their secret formula for success. In addition, Old Spice went even further asking viewers to provide questions for the star of these commercials, in which he then responded with a series of youtube videos furthering the brands reach. Stan Schroeder from Mashable wrote,
“His answers were a key mix of coolness and the stuff Internet memes are made of. The actual brand — Old Spice — was never shoved down viewers’ throats. Most importantly, all of it was incredibly fun to watch.”
And that is the key to the success of these videos, and the brands overall marketing strategy.
Old Spice Commercial: Behind the Scenes
Friday, January 24, 2014
Stock Footage Uses Video Blog
Stock Footage: What is it and how do you use it?
Stock footage simply put, is footage that can be used in multiple videos. When a production company shoots a video for a client, that footage is most often used for the sole purpose of that video. But sometimes, when the time or money is not available, producers will utilize footage that was shot previously, not with their specific project in mind. This footage, is stock footage.
Stock footage is therefore mostly of general things, with no specific branding, so it can be utilized in various productions. Things like nature, landscapes, and general office settings are very common.
Stock footage is beneficial, because it can save on the resources required to film certain shots. For example, the costs involved in filming an aerial shot of the CN tower can be quite substantial. So you can save on these costs by purchasing from an online library, where the price would be more affordable.
At Keywest, over the past year we have been actively filming, and building up our own library of stock footage. The reason for this being, it will aid our clients in cutting down costs for their own video projects. We usually film with a theme in mind, and have now done several shoots focusing on getting nice shots of downtown Toronto, nature, wildlife, and even some shots of our film and office equipment. Then, when we see a need in one of our client’s videos, we will be able to utilize footage that we have already shot, thereby saving time and money for our client.
This is just one of the avenues Keywest is actively pursuing in order to make sure our clients are getting the most for their money!
Stock Footage Uses Video Blog
Wednesday, January 22, 2014
Promotion Techniques for Your Corporate Video
Top 10 Online Promotion Techniques For Your Corporate Video
Having video at your disposal is a great way to get your company noticed, and share the great work that you do. However, if few people are actually watching the video then its purpose is lost. We want to share with you some interesting, and some very straightforward, techniques on how to promote your corporate video online.
1. Optimize for SEO Once your video is created and your are about to put it out for the world to see, you need to focus on ensuring that it is easy for individuals to find. An important tool to aid in this process, is optimizing your video for search engine marketing purposes. Everything from the title of the video, to the little description underneath the video needs to be scrutinized. Use keywords which relate to your video’s content and audience. Adding a link to your website or blog at the top of the description is beneficial as it ushers the viewers to more relevant content of your company’s. Another important aspect in regards to SEO is closed captioning. It provided content for Google’s spiders to crawl in order to figure out search rankings, and can thus aid in providing you with more relevant searches of your video. Lastly, you should include several targeted tags for your video. Jenny Dean of Problogger explains,
“Tags are your keywords, and they are critically important to being found. Include any relevant tags. Then, check back in a month or two to see how that particular video is being found—and change out some of the tags that are insignificant.”
2. Promote it on your website
It may seem like common knowledge, but many business owners think a promotional video is only for social media purposes or to be put on a certain page on their website. Depending on the content of the video, it can be placed in numerous spots on your website in order to gain more viewers, as well as to promote the content within it. If it is a testimonial video for example, it can be under your ‘clients’ section of your website, as well as on your home page. Every view helps spread your message further, so why not use all of the resources at your disposal.
3. Email it to your clients
There is no harm or foul in actively pursuing audiences who may be interested in your video. Your clients, family & friends, and even potential clients you are in contact with are all viable and potentially interested parties. If your video is highlighting your company in general, a new product or service, or the great work that your team has been up to, it is always nice to share with those who have been along for the ride, and those that are interested in learning more. An email blast can provide lots of great views and potentially more work/new customers.
4. Share it everywhere
Just like with an email blast, there is no shame in finding innovative, or alternatively very common places, where you can gain a new audience for your video. In Gareth Davies ebook Videotastic, he outlines 17 ways to market your video online. In it he states,
“One of the great benefits of video is that it’s possible to share your creation with an audience that may never have heard of you before – by using video-sharing websites.”
This statement can’t be more true. That is why video is so powerful and can draw attention to your company in such a rapid and fantastic way. Because if the video is well produced, and the content is rich with information that people are looking for, then it can explode and a viral video may be formed. Of course, this isn’t always the case, but it’s always best to set yourself up so your video at least has the potential to reach that goal. Some examples of great places to share your video include; Youtube, Vimeo, Pintrest, Facebook, Twitter, LinkedIn, Instagram, DailyMotion, and really any other social or niche site that allows for the upload and sharing of video.
5. Contact Bloggers
Bloggers, especially those with a significant following, can be a great thought leader in which certain communities listen to, and take advice from. Getting in touch with a blogger from your company’s niche field, is a great way to get help promoting your product or service. Reach out to them, share your video with them, and explain why you believe their audience would find it interesting or informative.
6. Write your own blog post about it
Instead of waiting for someone else to promote your video through their blog, make sure you also write about it yourself. Think about what you believe your readers would find interesting. Maybe discuss the process you took to create the video, or discuss what happened behind the scenes. You can relate your video back to other blog posts you have written, and discuss why it was important for you to create the video in order to highlight a new aspect of your company or focus more on your marketing efforts.
7. Share with your affiliates
Another great way to get your video out to viewers who you don’t have direct contact to, is by encouraging your vendors or affiliates to utilize your video for their own means. As a video highlighting your product/service may be beneficial for others to showcase their own work as well. Gareth Davies again shares his wisdom by saying,
“If your promotional videos are good quality and easy to embed, there’s a good chance your affiliates will want to use them [on their website]. Videos can boost web conversions, which is good news for both you and your affiliates.”
8. Link to your video in your email signature
By linking to your video in your email signature you are able to simply and easily promote your video, without pressuring anyone to watch it, or shoving it down someone’s throat. It is also enticing as no one is telling your email contacts to watch the video, it is just there for viewing if they choose so. In market research it has been proven that if you give individuals the choice to watch a video instead of just starting the video for them, they will always pay more attention and watch longer when they make the active decision to watch the video themselves.
9. Write a press release about it
In an article in Entrepreneur, Jason R. Rich expresses his tip for online video promotion.
“Use public relations techniques, such as using press releases to contact bloggers, editors, reporters and producers in order to generate free media coverage for your videos in mainstream media, as well as in blogs that cater to your target audience.”
This technique is good for a variety of purposes. Not only are press releases a great way to draw attention to your video, but they are very useful for SEO purposes as well. They help create links to your website, and provide an authority approved source for information about your company.
10. Create a campaign around it
One of the best ways to promote your video in the online sphere is to center your video around a larger campaign. This can mean coming up with a promotional contest, and base it around watching and/or interacting with your video. Or it can mean making the video part of a larger branding campaign, where online ads, social media efforts and the video all correlate to express the same message to your audience. Video is a great tool, but it is even more powerful when used in conjunction with larger efforts that attract viewership and entice your customers to engage with your brand.
I hope some of these promotion techniques for your corporate video are useful for you, and provide you with a starting off point in order to gain a wider base of viewers for your video. If you are interested in getting a corporate video produced, or need help promoting a preexisting video, contact Keywest Video today!
Promotion Techniques for Your Corporate Video
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