Posts Tagged ‘testimonial video’

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.

Video Field Production at Manhattan’s Second Avenue Subway

February 6, 2012

The past number of blogs in this column have focused on end video productions. Some upcoming ones will highlight parts of the process that lead to that goal, shining light on those steps as they unfold.

Last week Voices & Visions had the opportunity to videotape a snippet of the construction of Manhattan’s new Second Avenue subway line with our client Moretrench, a geotechnical contractor specializing in the engineering and implementation of solutions for a spectrum of underground construction challenges in diverse conditions.  A few of the areas of the company’s expertise are dewatering and groundwater control, temporary earth retention, excavation support, deep foundation applications, and environmental remediation. Excelling in its service offerings, Moretrench is interested in having marketing videos created for its website to give browsers a visual peek into the thoroughness and quality of its services.

Curt always says that everyday is a field trip for us, and yesterday was a great example. Moretrench was a subcontractor, and their job was jack grouting,  with the goal of forming several seven foot-diameter columns underground so close that they form a retention wall. Advance preparation (pre-production) is useful, but being on the site personally, standing on street level, to witness the construction of an underground facility is awesome! I love the NYC subways, but rarely when I have waited on station platforms or zoomed through its maze of tunnels have I thought about the detailed, complex work that was involved in ensuring that the East River (for example) does not suddenly swallow up the tracks!

Our field production job was to translate our awe of the operation and its orchestration into elements that will speak to the target audience. Our client directed us to the site supervisor, who we asked to walk us through every step of the process, breaking down the information into sound bites that are comprehensible both for audiences in the industry and those who are newbies but are interested in the services of Moretrench. That’s my MO: Asking the interview questions that lead to more questions that lead to more questions, always with a smile and with the goal of total comprehension. I figure if I get, so will audience rookies.

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Not only that: The general contractor, for which Moretrench was the subcontractor, was on site and happy to say a few very complementary comments about the company which we can edit into a testimonial video for the web.

By the end of the shoot, we had collected what was transcribed into 20 pages of factual information, wonderful visuals, and a bunch of ideas regarding ways of cutting the material to be useful to the client.

Keep checking in for the video that will be created!

PS: Photos by Chris Ponnwitz, Marketing Coordinator, Moretrench

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.