MarketingOC Studios

We are starting a new blog series - Marketing Nuggets. Basically, little chunks of interesting info that our existing and future clients that we think may find useful.

Today's Nugget Comes from The Online Video Insider and Chris Young:

It's clear that video content is being placed in front of captive audiences where it can be delivered -- and the advancements in technology are allowing for the content to penetrate places where it couldn't do so in years past. That said, it is critical to study advertising message delivery. Advertisers, who now more than ever have the opportunity to place video content in front of their audiences at many more points throughout the day, need to leverage a convergent, multiscreen and multiplatform distribution approach to help maximize exposure and accommodate the empowered consumer of the 21st century. Marketers need to capitalize on today's communication and content consumption habits to create the attractive reach and scale that right now is mostly achieved via television dollars.

In other words, video advertising that once required huge ad budgets for TV quality production and placement is now within reach of businesses of all sizes to reach their target audience in the environment in which they are spending time and interacting. 

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You probably don't factor in the cost of what it takes to make a rich and gooey chocolate chip cookie when you sit down with a plate of cookies and a tall cold glass of milk. You just enjoy the delightful experience of eating those cookies.

Enjoying video is a lot like enjoying your chocolate chip cookies and milk. You watch and enjoy, and you probably don't think to much about the ingredients that went into creating the video production. And while cookies are most always round, a video production should never be cookie cutter.

Of course, when it comes to your business, you are concerned with the ingredients, as it is the ingredients that help to determine cost.

So what are the ingredients (cost factors) that go into a MarketingOC Studios Orange County video production?

Here's a peak at what cost drivers we consider for each new video production and marketing production.

1. Project and production management: The overall planning and execution of the video production. While our video productions services are cutting edge, our client services are decidedly simple - you can call or email us at anytime with your ideas, needs and concerns, and we are ready to address.

2. Script Development: Every video must have a script. Often clients will write a basic outline, and we turn that outline into an engaging story. Even if it is just a 30 second commercial spot, there is a need for a story to engage viewers and motivate them to action.

3. Storyboard Development: Pairing the script to visuals is key to a smooth video production. It helps in preproduction planning, on set and in post production.

4. Talent: Getting the right talent is essential for connecting the on screen talent with the audience. So, we need to consider:

• Casting
• On-screen Actor(s)
• Voice over artist
• Extras
• Customers (Release form required)

5. Video Assets: A video production is often made of both custom and stock assets. Sometimes, it is less expensive to use stock footage, but that often comes with some trade offs such as the stock photo not being exactly how you may have envisioned, but yet, it is good enough.

• Images needed
• Stock photos (Royalty free)
• Licensed photos
• Custom photography
• Video
• Stock video (Royalty free)
• Licensed video
• Illustrations/3d elements

6. Special Effects/Animations: Motion graphics and special effects can help to create more impact by presenting text and concepts in an intriguing manner.

7. Location: The decision to shoot in our Orange County green screen video production studio or our Los Angeles video production studio or on location depends on the goals of the video production. But the basics we consider are:

• Studio rental
• Fees and permits
• Local or travel
• Building rental
• Sets
• Props

8. Music: Music adds a lot to any video and there are lots of options from stock to custom music that we consider:

• Stock music (Royalty free)
• Custom score

9. Crew: Having a strong team to executes your vision is essential. The video producition crew MarketingOC Studios may bring to your production can include:

• Director
• Director of Photography
• Camera operator(s)
• Lighting
• Sound
• Grip
• Production Assistants

10. Video Editing and Output: Bringing all the elements of the production together happens in post production where the final video is assembled.

11. Overhead: It is important to keep the lights on at MarketingOC Studios. So, we need to ensure that we provide the best equipment and operational management to serve our clients. These factors include:

• Equipment (Cameras, Lights, Sound, Studio, Computers, Software)
• Insurance (Liability and Workers Compensation)
• Rent

12. Distribution and Marketing: A video will only begin to serve its purpose if it is viewed by your target audience. MarketingOC Studios helps you to reach your audience.

• video distribution
• video marketing
• video seo
• video sem

This should give you some idea of the script to screen video production costs and services that goes into the final number you receive in a video production and marketing proposal from MarketingOC Studios.

An upcoming post will take a more streamlined approach to video production if your needs are more simple.

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In my previous post, you got to see how the power of music and U2 is trying to persuade viewers to buy a Blackberry - and as I mentioned, if there is a band / celebrity who might motivate me, it's U2.

So, today, if you haven't already seen it, I want to share with you the recent Iphone 3GS commercial. My personal test in watching this commercial, was to see if it can motivate me to want to update my current 3G Iphone for the 3Gs.  Take a look:

 

 After watching the commercial, I have to say I was pretty excited. However, I love video. In fact, providing video production in Orange County is what we do - so by all means it should thrill me. However, motivate me to upgrade from my existing Iphone at this time? Not gonna happen. 

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At one point in time, the search phrase "video production" drove the largest share of search engine traffic to our web site. Today, this search phrase has been replaced with "video marketing" as a traffic draw to our Orange County video production and video marketing services. Why? More businesses are realizing that video is not just a marketing gimmick, but a lead generation strategy that does a number of powerful things for you.

#1 - Video helps to brand you and your business as an authority.

#2 - Video builds relationships and encourages conversation - just look at the cooments on any YouTube video.

#3 - Video enables you to inform, instruct and teach mor effectively than words alone.

#4 - Video can be become viral - allowing your business to benefit from nearly free user generated marketing.

#5 - Video offers effective lead generation - there are plenty of ways to encourage viewers to provide their email address and/or phone for follow up.

#6 - Video can be optimized for search engine traffic. In fact, you can expect that video will be showing up more and more in Google's search results.

#7 - Video can sell your products, business opportunities, and services - better than your static web site alone.

#8 - Online video is easier and more affordable than ever to produce - it doesn't take a Hollywood crew to produce your video - in fact, there is a very real danger in overproducing your video.

With every dollar needing to be stretched further than ever, it's no wonder we are seeing more traffic resulting from the term "video marketing." How will your business use video marketing?

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Online video is the one marketing tool that local businesses need to be using if 2009 is going to be a year of business growth, or at least minimal loss.  Here's a report from Daisy Whitney's New Media Minute to give you the facts:

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Don't you just hate it when you get behind someone in the drive thru line at your favorite fast food restaurant, and the person in front of you is taking what seems like forever to place their order? You wait anxiously, hungry for that person to make a decision. After all, hasn't the person in front of you already been to this fast food restaurant a 100 times just like you? Don't they already know what they want before they even got there?

Maybe they are looking at the picture on the menu board, or asking the drive through cashier questions about a particular burger. Maybe they are trying to make a decision on what to eat based on the information they discover while in line, rather than their previous experience or exposure to the restaurant.  

As I recently sat in the drive thru, awaiting my turn to place my order, I had this thought about how this experience relates to visitors to a business web site and how video can make a difference?

There are many types of visitors who come to your web site, but let's just focus on two broad categories:

1. Visitors who come to your web site, already knowing exactly what they want - often times these are returning visitors.

2. Visitors who come to your web site, with an idea about what they want - often times these are visitors who come to your site as a result of a Google search etc.

How can video help each of these groups make a purchase?

Video helps to take away the indecision and uncertainty visitors to your site may face when considerng your products. If they can see the products in use, what it looks like, how to use it, see it an actual use, hear from others who have purchased the same product and was delighted - video can move the line forward, closer to the cashier (your shopping cart) to place an order. 

Unlike a drive thru line, visitors can easily get out of line, that is, leave your web site.

Even a returning visitor can benefit from an information product video on your web site, even if they already know about your products and what you offer. 

There is great opportunity to leverage quality Orange County video production  services from MarketingOC Studios to ensure that your web site visitors "have it their way."

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