Wednesday, February 19, 2014
Wednesday, June 17, 2009
Why Video
As the owner of a video production company in Charlotte, NC I love it when a client says “We need a video!” I love it even more when clients know why they need a video. Because a video is successful in helping you reach your communication goals ONLY when you know what those goals are.
Thinking about, and being able to clearly articulate an objective for the video is a key component of the effectiveness of that video. This gives purpose to the project and helps everyone to understand why you’re producing the video. For example, your objective may be to:
· Attract good employees
· Educate and build skills of current employees
· Comply with the with workplace rules or regulations
· Motivate employees to embrace change, be more productive and/or live a healthier lifestyle
· Sell more products and services
You may have multiple objectives. The point is that you are clear about your objectives from the very start so that the video has the greatest chance of achieving the desired result.
Once the overall objectives have been determined, what message do you want to communicate? For example, if your objective is to attract good employees, then you may want to communicate that your company has a family friendly culture, or that there are many paths to career advancement at your firm.
Who will see the video? Your target audience will influence how you deliver your message including who appears in your video, the language they use, the pace of the action and the graphical style.
When, where and how the video will be viewed also affect how it should be produced. A video that will be viewed as a continuous-loop big screen image above a trade show booth, visible from anywhere in a busy exhibit area may silently project brand images, product information and applications, thus making effective messaging, text and graphics critical. Alternatively, an online video delivering the same message must be produced with the knowledge that it is probably being viewed by an individual in an office or home environment as they are quickly searching for relevant information. So it will be shorter, with appropriate images, sound and verbiage to attract and hold attention on the Web.
Do you plan to use the video in multiple ways? This is something else that needs to be decided up front. With proper planning, you can maximize your budget by creating different versions for your Web site, e-mail campaigns, landing pages, paid ads and tradeshows, and by producing a “How To,” “Safety,” “Orientation,” or “FAQ” video, all utilizing the same footage.
For instance, a national construction supply company wanted to create multiple “How To” videos for their Web site and trade shows. The videos gave visitors to their trade show booth great information about lesser known products and applications, generating a lot of interest. The videos were then used to support contractors out in the field with helpful information about how they could best utilize the products. The videos were also distributed to multiple video Web sites to enhance the optimization of their main Web site and attract new business.
The objective, the message, the audience, the viewing environment and the end-usage of your video will determine how it should be produced. It will influence everything from who appears in the video, the voice used to provide narration, the production process, the aspect ratio, and even the equipment used. The best return on your video investment will occur when you take the time to answer the question “why video?”
Thinking about, and being able to clearly articulate an objective for the video is a key component of the effectiveness of that video. This gives purpose to the project and helps everyone to understand why you’re producing the video. For example, your objective may be to:
· Attract good employees
· Educate and build skills of current employees
· Comply with the with workplace rules or regulations
· Motivate employees to embrace change, be more productive and/or live a healthier lifestyle
· Sell more products and services
You may have multiple objectives. The point is that you are clear about your objectives from the very start so that the video has the greatest chance of achieving the desired result.
Once the overall objectives have been determined, what message do you want to communicate? For example, if your objective is to attract good employees, then you may want to communicate that your company has a family friendly culture, or that there are many paths to career advancement at your firm.
Who will see the video? Your target audience will influence how you deliver your message including who appears in your video, the language they use, the pace of the action and the graphical style.
When, where and how the video will be viewed also affect how it should be produced. A video that will be viewed as a continuous-loop big screen image above a trade show booth, visible from anywhere in a busy exhibit area may silently project brand images, product information and applications, thus making effective messaging, text and graphics critical. Alternatively, an online video delivering the same message must be produced with the knowledge that it is probably being viewed by an individual in an office or home environment as they are quickly searching for relevant information. So it will be shorter, with appropriate images, sound and verbiage to attract and hold attention on the Web.
Do you plan to use the video in multiple ways? This is something else that needs to be decided up front. With proper planning, you can maximize your budget by creating different versions for your Web site, e-mail campaigns, landing pages, paid ads and tradeshows, and by producing a “How To,” “Safety,” “Orientation,” or “FAQ” video, all utilizing the same footage.
For instance, a national construction supply company wanted to create multiple “How To” videos for their Web site and trade shows. The videos gave visitors to their trade show booth great information about lesser known products and applications, generating a lot of interest. The videos were then used to support contractors out in the field with helpful information about how they could best utilize the products. The videos were also distributed to multiple video Web sites to enhance the optimization of their main Web site and attract new business.
The objective, the message, the audience, the viewing environment and the end-usage of your video will determine how it should be produced. It will influence everything from who appears in the video, the voice used to provide narration, the production process, the aspect ratio, and even the equipment used. The best return on your video investment will occur when you take the time to answer the question “why video?”
Sunday, November 16, 2008
Providing Value to Your Customers
The principle of value in business is determined by evaluating the quality, ability or significance of a product or service rendered. Companies look for solutions that capture opportunities and help strengthen their business. When you perform a service or provide a product, you are providing merit to that company if you are helping improve their operation efficiency or helping to improve their bottom line. By providing value, you will boost your customer relationships, increase your sales and offer opportunities for growth.
Three important traits lead to increasing your value to a customer.
Build relationships
Forget about the sale and focus on building your relationships first. In the current economic times, relationships are critical. People do business with people they know and trust and value equates to trust. If you want your customers to appreciate what you offer, you must demonstrate that you value them. If you put your sales hat aside and focus on solutions and opportunities for your customer, the sale will naturally follow.
Provide value
Here is the question that we should create in every buyer’s mind: “If I’m getting this much value just from this meeting, what would I get if I hired this person?”
Adding personal worth can be simple and costs very little. In fact, it can be as simple as an emotional value-added benefit. Be genuine while showing interest in a customer's well being. Communicating with your customers and remembering what they tell you demonstrates that you care. If they have a sick child, ask them on a subsequent visit how they are doing. Relationships are a value-adding benefit for people – similar to saving them money.
Ensuring your product or service’s value is also critical. For instance, say you produced a new Web site for a company. The Web site you developed even wins an award. The customer is pleased and you move on. While you provided a great product, did you really add value to this relationship?
When you started the relationship did a strategy exist to ensure that the Web site would generate new business and could be found when potential customers search for their product or service? If not, then while this Web site may have won an award, it doesn’t contribute to the bottom line of the company and the chances are great that they could move onto another company that can provide real long-term value in the future.
Become part of the team
As mentioned earlier, when you meet with a potential customer, forget about the sale and focus on creating value. Develop a strategy that provides solutions and moves that company forward. Look for ways to become part of their team instead of just providing your product and service and then moving on. By creating an overall strategy, the client is more likely to continue to do business with you in order to maximize their investment.
Be creative in your attempts to add value to your clients. If they perceive your product or service as a value-adding resource in their business, they will not easily replace you. Your relationship will also give them a reason to keep using your product or service. Providing value to your customers isn’t simply something you should do, but it’s also a principle you need to drive your own business.
Lou Amico is the presidenand founder ot L.A. Management Company a video production and marketing firm in Charlotte, NC
Three important traits lead to increasing your value to a customer.
Build relationships
Forget about the sale and focus on building your relationships first. In the current economic times, relationships are critical. People do business with people they know and trust and value equates to trust. If you want your customers to appreciate what you offer, you must demonstrate that you value them. If you put your sales hat aside and focus on solutions and opportunities for your customer, the sale will naturally follow.
Provide value
Here is the question that we should create in every buyer’s mind: “If I’m getting this much value just from this meeting, what would I get if I hired this person?”
Adding personal worth can be simple and costs very little. In fact, it can be as simple as an emotional value-added benefit. Be genuine while showing interest in a customer's well being. Communicating with your customers and remembering what they tell you demonstrates that you care. If they have a sick child, ask them on a subsequent visit how they are doing. Relationships are a value-adding benefit for people – similar to saving them money.
Ensuring your product or service’s value is also critical. For instance, say you produced a new Web site for a company. The Web site you developed even wins an award. The customer is pleased and you move on. While you provided a great product, did you really add value to this relationship?
When you started the relationship did a strategy exist to ensure that the Web site would generate new business and could be found when potential customers search for their product or service? If not, then while this Web site may have won an award, it doesn’t contribute to the bottom line of the company and the chances are great that they could move onto another company that can provide real long-term value in the future.
Become part of the team
As mentioned earlier, when you meet with a potential customer, forget about the sale and focus on creating value. Develop a strategy that provides solutions and moves that company forward. Look for ways to become part of their team instead of just providing your product and service and then moving on. By creating an overall strategy, the client is more likely to continue to do business with you in order to maximize their investment.
Be creative in your attempts to add value to your clients. If they perceive your product or service as a value-adding resource in their business, they will not easily replace you. Your relationship will also give them a reason to keep using your product or service. Providing value to your customers isn’t simply something you should do, but it’s also a principle you need to drive your own business.
Lou Amico is the presidenand founder ot L.A. Management Company a video production and marketing firm in Charlotte, NC
Wednesday, May 30, 2007
Make your Web Site Work for You
By Lou Amico, president LA Management Company (www.lamanagementco.com)
It is estimated that roughly 80 percent of us use Internet search engines to find a product or service and 55 percent of us make a purchase as a result of an Internet search. Those are pretty high percentages and prove that it’s not enough just to have a Web site. You need to be able to be found during searches. This can be achieved by utilizing Web site optimization.
Web site optimization increases the visibility and position of your Web site on the major search engines, such as Google, Yahoo, AltaVista, MSN and many others. In essence, a website can be designed and positioned to be found on the first couple of pages of search engines for industry key words without paying for position.
We have found great success utilizing Web site optimization for our multimedia marketing firm LA Management Company .Our Web site is optimized to showcase our work and put our talents on the top of the list of any targeted Web search for our services. In fact, this Web presence is how our small business became an international company.
Recently, a global communications firm based in London was looking for a company to create a video for their client. The London firm performed an online search for video production companies that met specific criteria for the project. The search resulted in our web site appearing at the top of the search engine rankings thanks to our strategic positioning and website format.
The company clicked on the link to LA Management and found a complete library of our work and services. It was a perfect match for their needs. A phone call from London was made and my small company found itself with its first international client.
While we were busy doing work for clients locally, a firm in London was doing an online search and finding just what they needed 4,500 miles away. This is just one of many examples of how our company Web site has proven itself as a sales force for our business, working for us to generate leads and deliver customers.
How do you go about making your Web site work for you? One way is to submit your site to search engines and directories. We used specialized software to submit all the pages of our Web site to hundreds of search engines and directories automatically. We also utilize software that provides us with site ranking reports on what page and position our Web site is located for specific keywords on any search engine.
Another way to make your Web site work for you is to update code on your site and improve content so that it is friendlier to search engine spiders. Your Web site should say exactly what it is you do and include words that people would use to search for your company, product or service.
Whether you want to reach an international audience or local customers, it is well worth the effort to optimize your Web site to attract visitors and increase your business.
Lou Amico is founder and president of LA Management Company, a multi-media marketing firm based in Denver, North Carolina. He can be reached at 704-560-6274 or visit http://www.lamanagementco.com/ for more information
It is estimated that roughly 80 percent of us use Internet search engines to find a product or service and 55 percent of us make a purchase as a result of an Internet search. Those are pretty high percentages and prove that it’s not enough just to have a Web site. You need to be able to be found during searches. This can be achieved by utilizing Web site optimization.
Web site optimization increases the visibility and position of your Web site on the major search engines, such as Google, Yahoo, AltaVista, MSN and many others. In essence, a website can be designed and positioned to be found on the first couple of pages of search engines for industry key words without paying for position.
We have found great success utilizing Web site optimization for our multimedia marketing firm LA Management Company .Our Web site is optimized to showcase our work and put our talents on the top of the list of any targeted Web search for our services. In fact, this Web presence is how our small business became an international company.
Recently, a global communications firm based in London was looking for a company to create a video for their client. The London firm performed an online search for video production companies that met specific criteria for the project. The search resulted in our web site appearing at the top of the search engine rankings thanks to our strategic positioning and website format.
The company clicked on the link to LA Management and found a complete library of our work and services. It was a perfect match for their needs. A phone call from London was made and my small company found itself with its first international client.
While we were busy doing work for clients locally, a firm in London was doing an online search and finding just what they needed 4,500 miles away. This is just one of many examples of how our company Web site has proven itself as a sales force for our business, working for us to generate leads and deliver customers.
How do you go about making your Web site work for you? One way is to submit your site to search engines and directories. We used specialized software to submit all the pages of our Web site to hundreds of search engines and directories automatically. We also utilize software that provides us with site ranking reports on what page and position our Web site is located for specific keywords on any search engine.
Another way to make your Web site work for you is to update code on your site and improve content so that it is friendlier to search engine spiders. Your Web site should say exactly what it is you do and include words that people would use to search for your company, product or service.
Whether you want to reach an international audience or local customers, it is well worth the effort to optimize your Web site to attract visitors and increase your business.
Lou Amico is founder and president of LA Management Company, a multi-media marketing firm based in Denver, North Carolina. He can be reached at 704-560-6274 or visit http://www.lamanagementco.com/ for more information
Friday, August 04, 2006
Online Video Comes of Age
It’s no secret that people tend to remember seventy percent of what they see and hear, as opposed to a mere twenty percent of what they read. And if they are actively involved with the communication, people will retain the information for a longer period of time.
As business owners, we know this as a fact, but do we understand it as a business guideline?
Video is a powerful, interactive method of visual communication that allows you to communicate your company mission, your value proposition, demonstrate your products and train your employees with greater retention of the message. And with broadband now readily available to, and in use by businesses and consumers, the Internet has become the new broadcasting channel for effective video communication.
Whether it’s an interview with your company’s CEO, a demonstration of your new product, a virtual tour of your facilities, or a powerful testimonial from a satisfied client, the video content that you can now include on your website can add to the successful communication of your company’s message. Your sales materials, your brochure, your company newsletter and other promotional communications can be converted into a single video presentation that links directly to your website. An embedded media player on your website makes it interactive in a way that gives the visitor control and keeps him or her interested.
Online video can also provide an efficient way to communicate with a work force in various locations across the nation or around the world. Employee training via online video allows learning to occur on the student’s schedule. Users can see, hear and interact with the video, resulting in higher information retention rates than text-based learning alone. Videos can be archived and easily accessed whenever the information is needed.
The opportunity for viewers to interact with online video offers unprecedented potential for mass customization of promotional and educational messages. Allowing your audience to choose scenarios in which they are interested or click on a particular product in the video to gain additional information relevant to their needs can keep them engaged longer. And the longer they are engaged on your website, the more likely they are to internalize your message.
A little goes a long way with online video. It works best when it enhances, but doesn’t overwhelm the text-based message being delivered.
Lou Amico is founder of LA Management Company and an expert in capturing the meaning and emotion of an organization’s message and transforming it into a multi-media experience. He can be reached at 704-560-6274 or visit http://www.lamanagementco.com/
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