The Power of the Preview

They can be the source of angst, excitement, irritation or joy. In no more than two minutes, previews have the ability to make us feel an array of emotions. Video marketers  can learn a lot from a preview.

We are going to use the “Game of Thrones” as an example because our Team at Mad Bear is a big fan. The season trailers are fantastic. Sometimes – as is often the case with movie trailers- the preview is sometimes much better than the show/movie itself.  What do you mean we have to wait a year???

There is big money invested in network television and movies. Much of the success of series or a film, hinges on the handful of 1 to 2- minute movie trailers that promote them. Whenever an industry pours millions into making brief video snapshots as entertaining and persuasive as possible, we’re interested, and we think you should be too.

With that said, here are 3 things we can all learn from previews and trailers.

Make them Feel Something! Maybe its excitement, longing, sadness, desire, camaraderie – what ever it is that drives your point home — make it happen in your video. Figure out how to break down your brand narrative into a mini-story. Are you saving the world by saving customers’ time or money? Are you skyrocketing end-users to career-stardom because of how good they’ll look after buying from you? Or do you want them to feel a thrill so great that they’ll have to go and experience it for themselves? (like in the video below) Our Behind the Scenes Virtual Reality shoot gives viewers just enough of a taste of what they could go and experience for themselves to encourage them to try this new technology. Regardless if they’ve never tried VR before or if they are comfortable in a 360 world, they will be inclined to explore.

Hook ’em! Good trailers don’t open with a whimper—they start with a growl. Suspense-filled music, fog, a curious piece of dialog to spark curiosity. Do the same with your marketing videos, and do it fast. Because unlike a movie theater, marketing videos do NOT have a captive audience. If  your goal is to increase membership to an organization, think about your audience and the type of pace that appeals to them. For the the video below, our Team created a quick sizzle reel for the American Marketing Association of Tampa Bay. So we went with fast-paced and energizing.

Create Anticipation! The goal is to have viewers take action after they watch your video. A trailer hasn’t done its job if you don’t want to actually see the movie afterward. Your marketing video should similarly leave out the best part while hinting at the grand finale. Our goal in the video below was to remind families to sign up for camp and if your daughter has never been to a Girl Scout camp… the video implies “she is missing out”. You could even take it a step further and instead of waiting for your viewer to hopefully buy from you later on, capitalize with a CTA or lead form within the video itself. Any viewer who has made it that far is clearly qualified and interested and it’s time to move them forward in the epic drama of their customer journey!

Marketing lessons are everywhere. Video trailers are all about giving the audience a brief introduction to the ‘product.’ They rely on being short, relevant and engaging. And they combine voice, movement, sound and design to create an audio-visual experience which, if executed correctly, leave the viewer absolutely needing to find out more. Sounds familiar, huh?

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

The Ins and Outs of YouTube: Helpful Tips on Using the Internet’s Largest Video Platform.

Imagine you walk into a restaurant you’ve been dying to try. You’ve read the reviews. Your friends rave about it. You’re starving. Game on. You reach for the menu with palpable excitement, but it’s all over the place. Main courses mixed in with drinks. Appetizers thrown in on the dessert section… this should be simple! All of a sudden your hunger and excitement turn to anger and frustration. Next thing you know you’re walking out the door and on you’re on your way to a venue where you know what to expect.

Before you start wondering how any of this relates to video. Let me tell you, this has to do with more than video. It has to do with the way we need to think about serving up content and organization.

 

Think about it. When it comes to video, your audience is more likely to hit play, watch and take action when it’s served up in a way that’s simple and enjoyable to consume.  What sort of videos, whether it be product-based/ company or industry related depends on your specific goals. Mad Bear Productions CEO, Glenn Zimmerman says there IS a rule of thumb we can all follow when it comes to our YouTube video collection.

” How-to/demonstration videos are a great way to increase your brand awareness and develop that trust with your prospect. Entertaining videos of shareable moments or amusing experiences are also great for YouTube. While, it is important to also drive a stake in the ground with an About Us video to say this is who we are and what we stand for, a business should not expect those type of videos to get high numbers on YouTube. YouTube is all about how do I do something and entertainment. If you are using YouTube for About Us Videos then understand you are purely using YouTube as a hosting platform for your video and not as a marketing platform. There are certainly exceptions to this rule (e.g. if an About Us video is particular amusing or memorable) but for the most part this is the rule of thumb.”

Too Much of a “Tube” Thing

Too much of anything will tip the scales negatively at times. Mind you, this is NOT a knock on YouTube, but let’s face it, there is just so much content to consume. And one of the downsides is getting viewers to watch branded content has become more difficult. Think supply and demand. But there is a way to keep your videos in check. The proof is in the pudding. Your videos effectiveness lies in the metrics.

  • YouTube certainly does its part to provide useful analytics. Take note of the hard data from Google and YouTube Analytics. They will quantify which content of yours is working and lead the way for making more of it in the future.
  • Another great analytical tool from YouTube is Brand Lift. Google’s Brand Lift solution measures the moments that matter—from initial impression to final conversion—with the metrics that matter, like brand awareness, ad recall, and consideration. You’ll glean insights within a matter of a few days, so you can adjust your YouTube campaigns according to what’s working in near real time.

The Icing: Think VR

Don’t miss out on dessert. VR is the sweet spot. And if it’s any indication of how quickly Virtual Reality is sweeping the content world, YouTube is now investing in creating an awesome virtual reality (VR) platform.

VR offers an immersive way to reach your audience. Standing out with distinctive content can be difficult, but VR makes it possible. (See our blog: Virtual Reality Success for Business)

  • Health care, real estate, architecture, military and education are clear fits for VR content.
  • Industries such as entertainment, travel, automotive, beauty, fashion and consumer technology should all be thinking VR. Wherever the product or service is visual or experiential, or where the market skews younger; then VR makes sense.

VR is still relatively new  for marketers, and it presents both opportunities and pitfalls. To get the best out of VR content creation, Zimmerman says:

“Since 360 video/VR is gaining traction, it is good to also produce some “regular” video (i.e. 1080 or even 4K). So capture some memorable behind the scenes moments (heck, even use the camera on your phone) and then use that content to get people excited about the new technology. You have to educate people first before they can dive in to something different.”

Think of your Content Strategy as a restaurant would its menu. Consider your audience first and then serve up the freshest and most relevant videos. Today’s consumer is a tad spoiled, so feeding their appetite and keeping them interested requires a strategy that is always one step ahead. And THAT is a recipe for success.

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

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The Human Spirit: Stronger Than Any Storm

Often life passes quickly. One day becomes another and we notice very little about individual moments. Many times when something happens we take pause. We hear about a school shooting, a plane crash or a beloved actor passing. We have little to do but watch through a lens, like it’s a production being played out on the big stage, and the tragedy unfolds before us. Then it’s over. The curtain falls and we go back to our everyday lives.

Then all of a sudden one day YOU’RE on the stage. It’s in these moments that we find out who we really are. Many of experienced this recently, with Hurricanes Harvey and Irma. I wanted to share my personal story.

I always find that in moments of chaos time slows down just enough for me to be able to contemplate things in a way I don’t normally have the time for. Sounds strange, but it’s true. What I learned and what I hope you take away from my story is that through tragedy there is true bonding, a need to feel connected; Even if only for a moment.

Most of the country watched, as a very angry and powerful Irma swirled around in the Atlantic. The hurricane dominated all conversations whether you were at the grocery store, gym or just getting gas. Strangers felt the need to say something about it to me. I didn’t mind, made me feel like it was us verses Irma.

Mad Bear CEO, Glenn Zimmerman, helping his neighbors prep for Irma

Once the storm’s path became ominous for all of Florida, like everyone else we knew, we stocked up and took refuge in our Tampa house. Neighbors all out and about helping each other put up crazy hurricane shutters that made it look like we were preparing for the purge. We had offers for help from people we hardly knew. Irma brought out the best in many of us.

It Takes a Village! Communities coming together to help keep one another safe

We decided to ride out the storm. But, overnight everything changed. At 5’oclock in the morning we were awakened to our doorbell. It was our neighbor with whom we have never spoken. He told us they were evacuating with their two young children and that we were welcome to go with them. They have an RV. You see, Irma moved her path directly over Tampa. So, thanks to this neighbor with whom we now have a forever bond in the wee hours of September 9th, my husband, my two kids and our French Bulldog (Chewbacca) piled into our car with only our essentials and decided to evacuate. It’s crazy to how you are able to spring into action when push comes to shove. My husband and I were both overcome with gratitude to the neighbor we barely knew. It was like he became family in a split second; Funny how a hurricane can do that.

Time to go! September 9th, 2017 Escaping Hurricane Irma

Unsure of where exactly we were headed, because quite frankly Irma wasn’t sure where she was headed. We thought Jacksonville was far enough away and it’s where my Mom and Dad live. Perfect. The drive was smooth. We even got gas and donuts! So far, Hannons:1 Irma: None. As we arrived in Jacksonville I felt my anxiety lift away. My children would be safe. I am a good, smart parent. I actually felt a bit smug. We continued to keep an eye on Irma and urgently invited friends to leave Tampa. No one accepted the offer. Thank God.

As I tucked the kids into bed on Sunday night, September 10th, I reassured them that everything was ok. Jacksonville was safe and we are praying for everyone in Tampa. No one knew what the morning would bring.

Water 2 feet deep and rising fast. September 11th, 2017

What ensued in the hours of the next morning is nothing short of a nightmare; At least for me and my family. What was already a night of uneasy sleep because we could hear howling wind and pounding rain. All I could think was, “everyone said Jacksonville would be ok, but this doesn’t sound good.” It wasn’t good. The power went out overnight. At 6’clock in the morning my Dad and I started making rounds in the house. They live near the St. John’s River. But, on this particular morning, they lived IN the St. John’s River. It took our eyes moments to adjust to what we were seeing. Water was gushing into the house from the back. It’s true what they say everything does start to move in slow motion. My son was awake and started to ask way too many questions. He was scared. It was becoming clear that if we didn’t leave soon we would be trapped and we might become a lead story somewhere. The water was rising quickly in the front and there was no way to get our cars out of the garage. The brain goes into survival mode. Throw what you need in one bag. Walk through this flood water and get OUT. We could see neighbors slowly peering out and their expressions of disbelief mimicking ours.

My 6-year-old daughter looking on in disbelief at her Grandparent’s flooded neighborhood

With the help of neighbors and friends, we made it through the flood waters to safety. Everyone is alive and my kids indeed will have a story to tell. But I will say through all the feelings, the fear of harm coming to someone I love, the sadness of my immigrant parent’s losing their dream home, the guilt that I lead my family into harm’s way, the overriding feeling was shock in people’s willingness to help us. There is something about tragedy, hardship and chaos that truly bonds people. People are good. They want to connect. They want to help. It makes them feel good. It brings me a lot of hope and sheds a lot of light on some of the darkest moments. The light continues to shine as I receive updates on all the help my parents are receiving as they try to build their life again. There you have it. Tragedy, not even Irma, can dampen the human spirit.

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

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In Video We Trust for Sales

As a salesperson, no matter how long your sales cycle, one of the most important things that you need to build with your buyer is trust. You could argue that getting a deal done without trust is next to impossible. If someone doesn’t trust that you have their best intentions in mind, that you can help them solve their challenges, and that you are an expert in your field, they will not buy from you. Period.

As buyers become more sophisticated and well-researched, maintaining trust throughout your sales funnel is more important than ever. Spammy tactics can kill your credibility and it is nearly impossible to recover from that first impression. The bottom line here is this: modern buyers have higher expectations of the customer experience – they want salespeople to focus on adding value and being helpful.

Leveraging video in your sales process is a game-changing way to build trust, establish authenticity, and strengthen relationships with your buyers and prospects.

Like any relationship you have to start slow.  With a prospect, as opposed to a repeat customer, perhaps you start with social. Maybe connecting on LinkedIn, liking some content and commenting on things. And then your next step, rather than sending an email, imagine the impression a personalized video would make? It would be memorable. And that’s what you want.

Experienced buyers can smell insincerity from their inbox. That’s why our Team often recommends using real employees and no script in order to build that trust.

We call this process “back scripting” because you are really editing back to a script. When done right, you will have multiple ways of creating the “script” however with real, sincere and genuine reactions vs. canned and robotic communications.

You may be thinking: “My buyers are old-school – sending them videos will freak them out or make them feel uncomfortable. This medium won’t resonate with them.” Trust us – if you focus on being thoughtful, adding value and going the extra mile to personalize your content, the responses will be overwhelmingly positive no matter who your buyer is.

Have questions on anything we’ve shared above? Please share in the comments – we’d love to hear your feedback.

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

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360 Degree Video Macaw Flyover – Behind the Scenes

Storytelling: An Age-Old Love Affair

Ever wonder if video is part of our genetic code? It resonates so well as a communication tool. OK, so it may not be genetic, but it is 100% part of the human evolutionary story.

Since the beginning of time we have used visuals as a storytelling tool. The Egyptians’ entire language of hieroglyphics was based solely on visuals and then there were cave drawings (where do you think the Mad Bear Cave reference came from). We even use emoticons to express ourselves today. The truth is we respond strongly to visuals because the human brain has evolved that way. As lyrical as the written word can be, nothing helps tell a story better than impactful visuals.

We all simply love a good story. Does this come from thousands of years of tales being told by the village elders? Aristotle knew the deal. He outlined 7 Golden Rules of Storytelling. Stick to the basics and you can’t really go wrong. Samsung got the memo and executed it beautifully in one of their latest VR ads.


So the equation is arguably simple. Couple visuals with a great story, and it’s like candy for our brains. You’re grabbing a viewer on multiple levels: visually, intellectually and emotionally. That’s what video does and our brains crave that kind sweet engagement.

Whether it’s sharing a mission or inspiring a commitment to performance, storytelling is a powerful tool that can mean the difference between extraordinary status and being just another brand. Business communication doesn’t just have to be bullet points, simple statements, or rhetorical rants. A dose of the human element, emotions, and branded thinking can result in a memorable message. Check out what we mean and click on the video our Team just completed for a financial consulting firm. The video is not just an advertisement, it is a story of who they are and why you should care.


Just like the example above, when you use video to tell a story, you are not “talking at” the viewer, you are taking the viewer on a journey. You are generating an emotional response. When you tell a story, you shift the viewer from being “marketed to” to being entertained while simultaneously being subtly educated about a brand. So if you can saddle the power of video on the horse of a great story, you’re on the trail to developing a great bond between the viewer and your brand.

Happy storytelling!

 

What’s your story? We want to help you tell it.  Reply below and ask us how.
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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

Choosing the Right Video Platform

As video is becoming more and more essential to how businesses communicate with their audiences—whether potential customers, current customers, or employees—a video platform has become a necessary and useful tool to manage, optimize, measure content, and learn about different audiences.

Outline Your Needs First

There are many platforms from which to choose: Wistia, Vimeo, Kaltura, Brightcove, Limelight to name a few. But before you commit to one you’ve got to consider what’s important to YOU and YOUR team. Let’s consider shoes for a moment. If you’re looking for a running shoe you are going to place value on certain features that someone looking for a dress shoe won’t. Video is no different. For marketers, a few features on a Video Platform may be key, while another team may need their own unique features.

Things to Consider:

Of course there is a laundry list of things you should consider, but for brevity’s (and sanity’s) sake we’ve taken some of the bigger attributes you’re going to want to evaluate your Video Platform short list on:

  • Content Management: If this is a BIG priority, look for things like the ease with which you can upload and manage new video content. Do you have to involve IT every time? Can you upload directly from your YouTube channel? As your library grows in size and complexity of topics for different audiences, is it searchable and taggable?
  • Optimization: How high does this rank for your team? You’re always looking for ways to improve your video content so how will this Video Platform help you do that? Does it have built in optimization features like A/B split testing and insights on actual audience engagement?
  • Content Distribution: If you’re in charge of this one, ask yourself: is it a simple task to share your videos to multiple channels from within your Video Platform? And even more importantly: if changes are made to your video in the Video Platform, are they automatically updated in all locations where the video has previously been shared.
  • Reporting, Analytics & ROI: Video Platforms should be more than a place to keep all of your videos. Investigate the detailed metrics offered by a Video Platform. More than video views, look for a platform that will provide you insight on viewing behavior. What portions are people re-watching? What are they skipping? How is this viewer engagement information gathered? And as a whole, how is video contributing to new business? Can you track how a specific video may have played a roll all the way to a closed deal?
  • ScaleSproutvideoOculuBrightcoveLimelight, WistaVzaarKaltura, and Ooyala are known for their large storage space, specialized video uploading and high-bandwidth packages.  Most of these services can be great for larger companies.  You can customize the player to suit your branding, logo, and styles as well as access great tools for development and customer support.  Vidyard offers a Pay as you Go Plan at $5 a video per month with certain viewing limitations along with more structured professional plans ranging up to $499 per month.  They offer basic social media integration as well as some simple customization. However, the more uploads you have the more it’s going to cost.Vimeo Pro is a staple in offering businesses an affordable account at $199 a year.If you don’t require extra features like the customization of a player and your only goals are embedding your video on your own website, or reaching a wide and often undefined demographic, there are options for your business that don’t require monthly fees. YouTube is the most widely known free option.  YouTube allows for basic metrics such as what led your customers to your video and overall plays as well as allowing you to set up a channel and background wallpaper for collections of videos. Other popular free alternatives include Facebook Video, and Flickr.
  • Sales Enablement: The ability to privately send videos and track whether a prospect viewed it, how much they consumed, and when they did so can make a big impact on the next sales call with that lead, so look into whether or not your shortlisted Video Platforms can do that. As well, can your sales team take advantage of your video marketing content? The easier it is for them to access and send it (like directly from their email!) the easier it will be for your sales team to engage prospects with accurate and creative content, and close more deals.

Don’t forget to define success for the adoption of this new technology. If you’re embarking on this investment, you’ll want to make sure you’ve defined KPIs (Key Performance Indicators) beforehand so you can evaluate its success for your business even after you’ve made your selection.


Got a question about something you’ve read? We would love to hear from you! Just hit reply and ask us.

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.
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Virtual Reality Success for Business

Seldom has the road to fame and fortune been so well paved as it is for those businesses that will drive the VR revolution. The signs are all there. The direction is clear. A wealth of virtual reality induced business opportunities lie just ahead,

And there really are few limits. From gaming to healthcare to business meetings and beyond, virtual reality stands poised to touch every area of our lives. Let us take a look at 5 sectors that could really use VR to launch themselves into greatness.

1. Education

It doesn’t take a futurist to understand how virtual reality could transform education. From K-12 to university level and right on to continued education, there is no sector of education that cannot benefit from VR technology.

A virtual reality classroom would allow kids to fly through space to witness the formation of stars, shrink down to inspect the workings of the human body up close, and do everything in between. These are just two examples of what virtual reality in the classroom can do. Let’s be real. Learning about the Colosseum virtually, like Unimersiv has done beautifully, is likely to make more of an impression on any teenager.

The reason educational institutions will ultimately adopt VR solutions is because they will improve learning. Evidence suggests that VR-aided education increases attention by 92% and test scores by 35%. This translates into a higher quality education for students and a higher attraction rate for schools.

2. Events

Virtual reality is writing its own ticket as the new way to enjoy events. Sports, musical performances, news events, and even theater productions are being added to the list of content now available through streaming VR. Live or recorded it does not matter.

The market is diverse and any event can be streamed in VR. Businesses can monetize this through online ticket sales, sponsorships, advertising or brand building. The VR experience will bring event goers around the world without the need to leave their homes.

Here is more about the technology we use. The amazing Nokia OZO!

3. Real Estate

Those days and hours spent being carted around by your realtor could be far more focused and productive if you could walk through a property before an actual site visit.Yes, you have probably seen 360 Virtual Tours on many realtor sites, however, those images are static pictures. Imagine how much more compelling the experience would be if it felt like you were actually walking through the property?

Imagine if there was a way to walk through the property without ever leaving your desk, just think of all the great things you might accomplish with all that extra time.  For the realtor, it increases the possibility of a sale, being able to show the site to more people in more places, and to allow them to focus on more serious buyers.

The buyer is happy, the seller is happy, the realtor is very happy. Everybody wins!

Not sure you see it? Read more about the applications here.

4. Healthcare

Healthcare professionals require a vast amount of professional experience and skill, especially if they are in surgical or trauma-related sectors.

In most cases, acquiring real world experience on-the-job simply isn’t feasible, as every decision could mean the difference between life and death. With virtual reality, medical professionals are able to explore every procedure and learn how to care for patients without any risk involved. They can also participate in realistic tutorials that allow them to interact with the objects.

In essence, Virtual Reality training provides healthcare professionals with the hands-on online training they need to provide the best quality of care for their patients. This also translates into lower liability insurance costs and fewer cases of malpractice and negligence.

And this is only on the training side of things, the patient side of VR can even go well beyond what Google tried to do with Google Glass several years ago.

 

5. Hospitality / Tourism 

How many of us have used Google Earth and/or Google Maps to explore foreign destinations? Pretty cool, huh? Enter Virtual Reality. VR takes exploration to a whole new immersive level by allowing us to walk around in faraway destinations.

Travel agents can take a tour of accommodations to determine if they are recommendation-worthy, or go on an hour-long cruise around the Mediterranean before they book the real thing for their clients. Or families can check out an area’s tourist attractions before they decide where they want to go.

Visit Tampa Bay 360/VR — Behind the Scenes from Mad Bear Productions on Vimeo.

Keep in mind that these are just a few industries that can benefit from Virtual Reality training. Because of its versatility, VR technology can be used in (wait for it…) virtually every niche. If you have a question about virtual reality, reach out!

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.
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Video: The Ultimate Sales Tool

Many salespeople would love to have an assistant — a supporting team member to help them be more efficient, helpful, and effective. You know, a useful sidekick to improve their ability to connect with customers and make more sales.

That’s exactly what you get when you use video. Video enables salespeople and businesses to connect with customers in a more experiential way. Think about it. With a few clicks of a button, a custom video educates and engages customers as they go through the purchasing process.

While there’s a litany of ways that video can boost your business. Here are three proven reasons video should be your number one sales tool.

1. Higher Response Rate

According to Hubspot the average prospect receives more than 100 emails a day and opens only 23% of those and clicks on 2%. Don’t end up in the inbox vortex! Use video to help cut through all the clutter. Using video in your emails will also:

  • Boost open rates by 19%.
  • Boost click-through rates by 65%.
  • Reduce unsubscribes by 26%.
  • 2. Inspire More Action

SalesLoft recently reported that 75% of late-stage prospects that received a personalized video, closed. There’s no question that the human element involved and the time it takes to personalize a video message will show your prospect that you’re willing to go above and beyond the competition.

Jessica’s Best Part of Her Day from Mad Bear Productions on Vimeo.

If that’s not enough, here are the other ways video inspires action: In its 2017 Ultimate List of Marketing Statistics Hubspot confirms what we predicted in our last blog regarding predictions for the upcoming year:

4X as many customers would rather watch a video about a product than read about it. (Animoto, 2015)

Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016) 53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. (Google, 2015)

4 in 5 consumers believe that demo videos are helpful.

Shoppers who view video are 1.81X more likely to purchase than non-viewers. (Animoto, 2015) (Source: https://www.hubspot.com/marketing-statistics)

3. Reach the C-Suite 

Though they may not be your main point of contact, you’ve got to get the C-Suite on your side. And video is the sweet spot. According to Forbes.com :

65% of executives have visited a vendor’s site after watching a video.

51% of executives under the age of 40 reported making a purchase decision after watching a video.

WilsonHCG: Executive Search infographic from Mad Bear Productions on Vimeo.

So there you have it. Like we reported last month, Video is a must have for your business’ content strategy. If you want to sell it, tell it. Have a question about video? We can help. Just reply to this email and we will get back to you immediately.

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About the Author: Roshni Hannon Contact: roshni@madbearproductions.com Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.
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Mad Video Predictions for 2017

The future holds many unknowns. But the world of video is a different story. Gather around as we take a look into our Mad Bear Crystal Ball – which no surprise resembles our new Nokia OZO Virtual Reality camera. Take a minute or two to read Mad Bear’s predictions for the world of video in 2017.

360 Video/Virtual Reality will be THE dominant buzz technology of the Year.

3D video, mobile video and even drones have had their time in the “buzz light,” but for 2017 it will be all about 360 Video/VR.

Predictive statistics are already suggesting this will be the case. Here are just some of the resources pointing in that direction:

▪Revenues from virtual reality products (both hardware and software) are projected to increase from 90 million dollars in 2014 to 5.2 billion dollars in 2018. (Read the full Statista report here)

▪Consumer spending on VR headsets will go from 1.6 billion dollars in 2016 to 7.9 billion dollars by 2020 (CNBC)

▪Dip into CES 2017 for a sense of how dominant VR has become already in the shaping of what the word “immersive” means.(Forbes)

2.  Sorry Snapchat. Instagram It Is.

Instagram will continue to use “video stories” to take marketshare from Snapchat. The meteoric millennial monetization (yes… a three part alliteration) rise of Snapchat has come to an end, as many marketers will move away to Facebook owned Instagram (3 more “m’s”… I’m on fire). There was some writing on the wall several months ago when Instagram copied Snapchat and unveiled stories  (here is one article from AdWeek) but Instagram isn’t done yet. Look for further integration of video in their platform and look for more ways for businesses to utilize the platform to target ads (a la Facebook). There might even be some expiring video content and/or filters added. While I love your new Spectacles Snapchat. It just won’t be enough.

3.  Interactive Video Content Will Move from “Maybe” to “Must Have”

Clickable, shareable, trackable …. it is so nice marketers are ABLE to do these things without ever having to leave a video link. As viewers decreasingly jump between platforms (i.e. “If the content originates on Facebook please don’t send me to a landing page.”), interactive content become the key to keeping people engaged. Interactive in these terms can mean more social media features or even a deeper use of 360 video (see the #1 prediction above).

Here is a good overview article on interactive video from the co-founder of an interactive video company Rapt Media.

So there you have it… three predictions for 2017 … in a way all three say the same thing. Video will move deeper in the direction of consumer initiated engagement. In other words, the video creator will no longer fully control what people experience and how they experience it. Now, the creator is empowered to tell the story so that the viewer can control the experience. So give your viewer the keys, invite them into the driver seat and see where they go. If the ride is good enough, they will come back for more.


About the Author: Glenn Zimmerman

Glenn has what is best described as “Superhero Syndrome.”
His affliction began as a child and has progressed with age.
He got into extreme skiing and extreme sports before they were a thing because every superhero should try flying at least once.

While at Boston University, it was his desire to save the day that brought him to Post- Soviet Russia where he explored the emerging homeless population.

His Syndrome brought him to journalism school at Syracuse University to get his MS in Mass Communications.

He later became an award winning reporter with the number one station in Detroit (WXYZ-TV) and with NBC’s flagship station in New York (WNBC- TV). And, it was the reason he formed the video agency Mad Bear Productions.

With Mad Bear, he harnesses the power of story to help business, non-profits and events engage with their target audience. Video is his tool and he wields it mightily.

Glenn is a sought after speaker on video engagement and mass media. It is all part of his quest to help save the day, one story at a time.