Posts Tagged ‘event videos’

The Effectiveness of Testimonial Videos

August 18, 2014

Client headliner feedback: “The [first] video went over well at the convention! It definitely left the audience wanting more. We just did an email campaign around the [other two] videos … and our sales people love them!! The morning we launched the YouTube link announcement I got an email from a sales rep around lunch saying that it couldn’t have come at a better time because he played the videos in his presentation and they went over really well!!”

            — Marketing Manager Lauren Vellek, RICOH Americas

Beginning this summer we have been working with global technology company RICOH to produce a series of testimonial videos for their production print solutions — apparently with very promising immediate results. To fulfill the job requirements, we have been going to print shops that use RICOH production print systems to videotape owners’ feedback about the product.

Says the owner of a PIP Printing shop in northern New Jersey on camera: “When we tested the RICOH product, we brought some of our most complicated jobs. We were very, very pleasantly surprised that we got a lot more than we had anticipated with some of the extra features where we’ve been really able to put a lot more work, both black and white and color, than we ever have before because it’s just a much, much better product than we’ve had here in the past.

“… What came with it …was … a training program that didn’t only cover the uses of the equipment but also helped to foster a better business improvement program for things that we did here day in and day out for 20+ years.”

 

Says a metro Philadelphia area Sir Speedy shop owner: “The great thing with RICOH has been their service. We place a call and within in an hour or less, we get a phone call. I’m fortunate to have a fantastic technician that is assigned to this area and he goes above and beyond the call to help meet our needs and the needs of our customers.”

If these quotes stand out in written form, multiply that impression by many-fold when they appear in video. It is only common sense: seeing and listening to the sincerity and feeling behind impactful words spoken by an actual shop owner who was not obliged to make the comments goes a long way toward effectively making a sale or closing a deal.

Of course, this approach is not mutually exclusive of producing a more formal video ad for TV or online avenues using a script, actors and the type of sizable crew that such an effort requires. But in comparison to this more traditional commercial production, the budget entailed for short testimonial videos pales, and its results offer the promise of a resounding success.

Corporate Video Production: An Idea A Day: Day 13

December 15, 2011

Video Testimonial for Publications

Like so many other videos we have produced in the last few years, the one I am about to discuss happened as a footnote to the primary videotaping goal, yet ultimately has become a great tool in the box of information the client wants to market.

As discussed in yesterday’s blog, we videotaped this year’s annual Private Equity International (PEI) Investor Relations & Communications Forum (IRCF) held in New York. PEI is an independent worldwide financial information group focused on the alternative asset classes of private equity, real estate and infrastructure. In addition to organizing 24 important global conferences on topics related to PEI’s focus (like the IRCF), the organization publishes five internationally-recognized magazines and five news websites, manages extensive databases, and publishes more than 25 specialist books and directories.

The initial videotaping goal was to capture as much good footage of the event and  enough quotes from a number of participants discussing why they attend and how it stands out in the industry to produce a short video about the Forum. As the concept grew in pre-production, it was recognized that the interviewees could also discuss the value they get from subscribing to and reading PEI publications. Since there was little b-roll to use to embellish that story and complicated motion graphics were not on the agenda of this production, we ensured that we captured very succinct, thorough and articulate sound bites so that we could keep respondents’ faces on screen for most of the length of their sound bites without needing to cut minor speech insertions. We asked questions in a number of ways until we got the sound bites we wanted – in terms of content and transmission style. We made a simple motion graphic using pages of one of the organization’s magazines. Here is the final edited video:

In essence, this is a testimonial video applauding PEI’s outstanding publications. Just under one minute in length, the video stands a good chance of being watched by even the busiest of industry professionals who find it online. By separating out the message about the publications from the message about the conference, the viewer gets clear information about both subjects. And with impressive sound bites from known and respected thought leaders, PEI should be getting ready to increase its subscription base.

 

Corporate Video Production: An Idea A Day: Day 12

December 14, 2011

Video Highlights of Conferences

Conferences are very important to organizers for many reasons: They establish reputation in the industry by bringing together impressive speakers, they convey information that is appreciated by attendees, and they often bring in profit. They also cost a lot of money to execute, so producers carry a burden of ensuring the success of the objectives, which includes incentivizing attendees and others to return for future events.

Enter another benefit of corporate video production! While the presence of some photos and a few quotes on a web page lauding a forum are advisable, a video portraying real speakers and scenes can transport the viewer to the event, underscoring the value of participation in a way that no other media can accomplish.

Example: Private Equity International (PEI) prides itself in providing “alternative insight.” Through its numerous publications and global conferences and training sessions, PEI offers authoritative, informative and useful content covering issues in the alternative asset classes of private equity, infrastructure, real estate, and real assets.

One of the important conferences PEI spearheads each year is its Investor Relations & Communications Forum held in New York, which our corporate video production company Voices & Visions was asked to videotape, then edit into a production for PEI to showcase to prospective attendees via its website and other online sites. The video captured background shots of a number of sessions, the ample networking opportunities, the amiable spirit that characterized the atmosphere, and many interviews with session leaders and participants discussing the unique benefits of this event. PEI hoped the video would attract two audiences: those specifically focused on next year’s event on this topic and viewers with more general interests for whom the video can provide insight into the value of all the conferences and training sessions PEI spearheads.

In addition to posting the video on multiple online locations, PEI will need to use social media and other outlets to let its audiences know about the video and where they can access it so that it does its intended job. That aspect of the campaign goes to marketing strategies – a story for a different blog! From the corporate video production end, PEI has distinguished itself by highlighting the value that its events convey through enabling interested folks to peek into the virtual window of one of their important annual conferences.