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Thankful for Video

Some of the best stories are told around the dinner table. So with Thanksgiving upon us, it’s only fitting that our Team of Storytellers take a moment to reflect on all the ways in which life has been particularly kind to us.

Mad Bear Productions is thankful for so many things: our dynamic clients and their stories, our awesome Team, and ever-evolving technology. But, we are ultimately thankful for video. It might seem a bit abstract – but once you read our reasons why, you might just agree!

Video Boosts Conversions and Sales

First things first. We love using videos to help businesses make some serious money. And who isn’t thankful for that? Research shows that nearly 75% of users who watched an explainer-video about a product ended up buying it. Not only that, but video shows great ROI,  video builds trust, it’s mobile friendly and it’s engaging. So what are you waiting for!  In the video below Mad Bear’s CEO, Glenn Zimmerman, tells us exactly how thankful video can make all of us.

Immersive Experiences

If you’ve experienced virtual reality and/or 360 video then you already know why we are thankful for them. Virtual reality and 360 technology have changed the meaning of experiential.  It’s not just about travel anymore. Virtual reality and 360 video can and have become the tickets to success for businesses and education. Let’s face it. It’s all about the experience and it doesn’t get much better than an immersive one. You can experience our recent VR project with Busch Gardens of Tampa Bay and Visit Tampa Bay. It was recently picked up by VeeR, a Global Virtual Reality platform, and the video earned the most views for the month of October on the entire platform.

Interactivity and Connection

We’re thankful for the emotional and interactive nature of video. It’s not just about consumption. Think about it more often than not, you’re conferencing, FaceTime-ing, or reacting in real-time to a live video feed. We are all so much more connected. Any time you’re able to make a connection that’s a great thing. These trends then amount to converting viewers from passive consumers, to active participants. Videos prompt people to take action.

Emotion

Video has the power to engage and delight viewers like no other medium. It can put a smile on your face, or a tear in your eye. We are thankful for the ability to touch emotions in our viewers. People remember what they feel. Our Team takes pride in that. We know that an emotional response to a video makes you memorable. And when you’re memorable you’re successful. See and just like that- now you are thankful too. We recently produced a longer-form video for Habitat for Humanity that strikes a range of emotions. Check it out below.

Anticipation

What is better than the thrill of the unknown? Video has progressed so far in such a short amount of time. It’s changing at every step of the production process. At Mad Bear Productions we’re thankful for the idea and promise of what might come next as it’s an opportunity to better tell YOUR story. From our Team to yours, have a very Happy Thanksgiving!

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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 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.

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.

A Feeling I Get

Not too long ago I pulled off the impossible. A surprise party. Months and months of covert planning, secret phone calls and shady behavior all came together for one purpose: A Reaction. It was priceless. Watching raw emotion and excitement unravel as a result of something you had a hand in, is in a word: AWESOME. I’ll remember that moment always.

 

I get the same feeling when I sit in an audience and watch a room full of people react to a video our Team produced. My heart skips a beat. I love nothing more than hearing people laugh at all the right places, take pause when it counts and rise to their feet, and clap at the end. It’s like watching someone unwrap a present that you know they will love, and then watching them freak out when they see it for the first time. We recently produced a series of videos for the Girl Scouts of West Central Florida’s annual “Women of Distinction” event. To sit amongst hundreds of people – including the women and their families- and watch them react, was a feeling I won’t forget.

We are all hardwired to remember events that are more emotionally charged. Good marketers know how to leverage this fact. You need to help people feel an emotional connection towards your brand, and there’s no medium more emotional than video. It lets you convey so much more than words. Facial expressions show people your excitement, tone of voice tells a compelling story, and sometimes music alone can get people fired up about your product. Like this one we produced for BMW of Freehold.

Look for different ways to leverage this emotional opportunity. If your support team is interacting with customers via email, phone, and support ticketing, use a video to introduce those team members in a new way. You can even create an emotional connection to your product. If you use case studies as part of your marketing mix, try a video case study. Here’s an example from Wilson HCG.

Emotional connections are important because they help people remember you. The goal is to make people feel inspired, delighted, or joyful when they see your content. In remembering you positively, they’re more likely to buy from you, come back as a repeat customer, and even recommend you to someone else. An emotional connection will help you stay memorable and drive more sales your way.


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 Power of Music in Video

The importance of music in video is indisputable. It is the subtle guide that commands an audience to sit up and pay attention. The right music can make your video memorable and moving. On the flipside, a mistaken choice of soundtrack can give the wrong impression about a brand, confuse a message and/or simply leave the story flat.

Mad Bear’s Co-founder and creative genius Julian Williams, Knock it Out Music’s Executive Producer/ Composer Ryan Nach and Mark Malekpour with Beat Suite share some tips to help choose the perfect tunes for your next video marketing project.

1. Think about how you want your audience to feel

You know what I am talking about. You get a text from a family member and it says “Stop what you’re doing and watch this video.” A distraction from work sounds nice right about now, so you take the bait. A minute later, you’re holding back tears because the video you just watched was that good. And when a colleague stops by your desk to ask what’s wrong, you lie and say “My allergies are just awful today.” Try watching that video on mute; you probably won’t need those tissues this time. Nach says “the power of music to elicit emotional reactions is one of the reasons why it’s often referred to as the language of emotion – and it’s vital you get it right.” Malekpour adds “if you’re producing content that has a high tempo and is a visual feast, you need music that compliments that and carries the energy and tempo of the content… the music is used to keep the attention of the audience, maintain the flow of the video and help it along so that a 2 or 3 minute video doesn’t seem like a long, drawn out watch.” Remember, the music is a main ingredient that pulls them in, pricks their ears and grabs their interest.

2. Pick the right mood

The mood of a piece of music is one of the most important elements to consider when choosing a track for your video. “If I had to pick one of (Mad Bear’s) videos where the music set a mood and a pace it would be a video we did for Attorney Paul Edelstein. Right away the music sets a mood and a pace. And when it changes, it still drives the timing and edits under the voice over. It’s a great example of how music sets mood and determines the pace of a video.” How about music and sports? ESPN’s Monday Night promo for the Giants and Dolphins is a terrific example of how music and image complement each other…especially the first few bars of the Lil Wayne track.

3. Use budget wisely

Budget will obviously factor in when it comes to the quality of what you can afford, but a small budget doesn’t mean your video has to appear cheap. “Production music catalogues offer a cost-effective alternative to expensive specially-composed or commercial tracks” says Nach. The internet has also made music more available. “There’s a common thought that if you can license music for next to nothing, then you shouldn’t be paying much more for it. However, you get what you pay for with music, just as you would with any other professional industry…the quality of the writer and composition of the music track, where it builds, where it breaks… the quality of the instruments… the quality of a drum can ruin a music track.” Williams adds that “music and images complement each other. Powerful images can stand alone but they are enhanced with music. And good music with some editing can enhance average images.” Check out how the music takes a fairly simple subject like “How to Choose a Lawyer” and turns it into something sexy.

So I think we would all agree. When chosen well, music sets the stage and allows your video to shine.

Our thanks to Ryan from Knock it Out Music and Mark at Beat Suite for their contributions to this blog. You can check them out at www.knockitoutmusic.com and www.beatsuite.com.


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.