March 30th, 2013
How to Jump Start Your Reputation Online begins with knowing who you are and what you want people to think when they hear your name, says video marketing strategist Bob Kaplitz.
Take the case of Jorge Fernandez, a fledgling artist who painted this portrait and many others.
The newly-minted MBA graduate was networking at an event sponsored by the Irving Las Colinas Chamber of Commerce
Kaplitz, Senior Vice President of AR&D, is producing a series of videos on thought leaders of the business community through the Chamber, the first one featuring the president of the Chamber Chris Wallace.
Google Jorge’s name, as we did.
See how much material he’s generated for someone in his 20s.
As you watch this video (below the Google search) Florida International University’s business school produced about Jorge and his craft, notice how it drives his reputation, providing rich material for his website and social media channels.
1. Start now, even if it’s been years since you graduated, to generate material the communicates who you are. Your brand.
2. So much the better if you have tangible products — like art to show through still images, but preferably video.
3. Connect with people, impress them with your ability, so they’ll spread the word.
4. At the very least, use LinkedIn as a free starting point to define who you are and the benefits you bring to others.
This is a simple yet powerful way to manage your reputation. And even when you become highly visible and others post negative comments, the amount of material you generate will help push down what the naysayers post.
Chick-Fil-A, an Up-and-Comer Marketer, and a Bob Kaplitz Video that Grabs the Attention of Chick-Fil-A Corporate
March 27th, 2013
Chick-Fil-A, an Up-and-Comer Marketer, and a Bob Kaplitz Video that Grabs the Attention of Chick-Fil-A Corporate sounds like elements of a movie plot. In a way, they are.
Video marketing expert Bob Kaplitz was impressed by an up-and-coming marketer for Chick-Fil-A, Robbie Davis. Davis personally catered an event for the Irving Las Colinas Chamber of Commerce Ambassadors — a group that welcomes new members.
Kaplitz says: “Robbie just didn’t drop the food off like other fast food catering companies. He remained to discuss the food, answer questions about Chick-Fil-A’s catering service, and even volunteered to serve as a Chamber Ambassador.”
Kaplitz produced a short video showing the catered event and interviewed Robbie Davis who brought the Chick-Fil-A brand to life with his comments. Kaplitz, Senior VP for AR&D, posted the video on YouTube and on this blog.
Wael Salama, president of EBM and website www.ebmmm.com, a Chamber Ambassador and member of the Chamber’s board of directors, assisted with search engine optimization to ensure a high ranking for “catering lunch in Irving” — something that Chick-Fil-A isn’t known for. Until now.
Chick-Fil-A corporate spotted it on line as they’re vigilant when it comes to social media.
They called Davis, congratulating him on his comments and on the Kaplitz video. Davis was surprised and delighted, commenting:
“This video marketing works. You can make a name for yourself. I never expected to get the recognition I did.”
He was, in fact, a star at the corporate meeting in Atlanta this month. Davis shared his great fortune at a meeting of the Ambassadors.
At the end of the Chamber of Commerce Ambassador meeting in Las Colinas, Kaplitz interviewed John Luna, the Chamber liaison with the Ambassadors, about what made the Chick-Fil-A catering experience special — and Kaplitz added a twist at the end.
Look for good things to happen for Robbie Davis. Kaplitz says:
“Instead of pitching prospects — especially major firms — you must have confidence in the power of video storytelling so you can grab their attention, showing what you can do. Take an up-and-coming marketer, a strong testimonial about a high priority for Chick-Fil-A, and a touch of humor, and you’ve produced a product that can benefit Davis and his company.”
This was the original video that brought Davis attention.
March 23rd, 2013
Microsoft is Developing a Touch Screen that Will Feel Like What’s on Your Screen seems like science fiction.
But video marketing strategist Bob Kaplitz, capturing an important event for the Irving Las Colinas Chamber of Commerce, heard Paul Kimbel, Technology Center Director of Microsoft, reveal new “touch” technology that will make, for example, an image of wood feel like wood.
He spoke on a Technology Futures Panel sponsored by the Irving Las Colinas Chamber of Commerce in connection with the First Robotics Competition.
And if you’re interested in technology and the next generation of engineers, Don Schapker of Lockheed Martin talks on the Value of a major project called First Robotics at the Technology Futures Panel sponsored by the Irving Las Colinas Chamber of Commerce at Irving Convention Center.
March 21st, 2013
How to Avoid Making Mistakes with Your Online Video Marketing starts with one of the most obvious mistakes, says video marketing strategist Bob Kaplitz.
Of course, what’s obvious to video marketing experts isn’t always obvious to the companies that create the videos.
As you look at this example from the River Pools website, consider what’s missing:
What’s missing is what Jason Hughes is describing. Jason is a fine presenter who’s articulate, but viewers like to see what you’re describing. So don’t leave it to their imagination. Show it.
In fairness, River Pools has produced many videos on their own that show off their beautiful pools. And we congratulate them for their video efforts. They are trying to become their own TV channel educating consumers. And you’ll find this example informative, but imagine how much more effective their presentation would be if they showed things rather than just talked about them:
If you’re looking to improve your video marketing strategy, contact Bob Kaplitz, Senior VP of AR&D, at 214.766.4236.
March 20th, 2013
How to Make a Testimonial for Dr. Jenifer Welsh Stand Out from the Ordinary required a little research to avoid just a talking head.
Testimonials should provide helpful information to inform others about the customer or patient experience. But it’s nice if the testimonial can keep the viewer engaged. So with the help of YouTube and the doctor’s bio, video marketing expert Bob Kaplitz was able to create a short but highly visual testimonial for Dr. Jenifer Welsh of the Medical Clinic of North Texas.
What surprises many professionals, including physicians, is the lack of video comments about them and their practice. Yet it’s as easy as a person talking into their iPhone and posting it on YouTube or Vimeo with the doctor’s name. Fortunately, the doctors we’ve spoken to have no videos complaining about them. Certainly, Dr. Jenifer Welsh doesn’t.
This is the first video patients researching “Dr. Jenifer Welsh” will see following the paid search ads, which other doctors paid for. Not incidentally, people don’t find paid ads as credible as what’s called “earned search,” Bob Kaplitz says.
“It’s to your advantage to control your own reputation by either posting your own videos or encouraging your customers to post them. What Google turns up is valuable real estate that you should control — before some disgruntled client or patient spouts off.
Even a straight “talking head” of a patient or a doctor educating patients works fine — assuming Top Gun and Tom Cruise don’t fit into the testimonial as they did for Dr. Jenifer Welsh.
March 20th, 2013
How to Write Headlines that’ll Pull in Viewers requires a change of thinking, says video marketing expert Bob Kaplitz.
1. Search for your initial headline to see how many hits it gets.
2. Search for phrases you would use if you were interested in researching a subject.
3. Go with the phrase that gets the most hits.
4. Read the most popular articles so you can provide fresh and different information.
Search expert Wael Salama, president of EBM, says this is just the start because Google gives preference to social media — like Facebook and Twitter. He recommends businesses develop a strategy to take advantage of those channels.
For a complimentary evaluation of your video marketing strategy and your overall marketing, contact Bob Kaplitz at 213.766.4236.
March 19th, 2013
How to Use Testimonials Effectively to Drive More Business to You depends on the people you select and what they have to say, according to video marketing strategist Bob Kaplitz.
“We helped to pioneer testimonials for TV stations more than three decades ago,” Kaplitz says. “We found that some viewers were skeptical as they were concerned the people were paid to say nice things about the TV station. But when they saw real people speaking from the heart — not from a script — they believed them.”
Even so, Kaplitz says when it comes to how to use testimonials effective to drive more business to you, you have to keep in mind key points.
- Because of the short attention span of viewers, we recommend video clips run about a minute — even dividing a longer segment into two shorter ones if each can stand alone.
- Our research shows the most effective testimonials are from “real” believable people viewers can identify with who come across unrehearsed with specifics.
- Ideally, the specifics are relevant and important, so viewers respond “That’s exactly what I’m looking for.”
- From a strategic standpoint, the specifics are proof of performance in the form of a story, i.e. how you deliver on your brand’s promise. People remember stories.
- One thing is certain, Kaplitz says: “The testimonials you read on many companies’ websites don’t work as well as video testimonials. When you see someone you can judge if they’re sincere and credible. As one viewer said, ‘If they don’t have the guts to put their face in front of you, they may have something to hide.”
March 17th, 2013
How to Write for Web in an Engaging and Provocative Way according to video marketing expert and storyteller Bob Kaplitz.
For an analysis of your video marketing strategy, including writing, contact Bob Kaplitz, Senior VP of AR&D, at 214.766.4236.
How to Write to Inform and Engage Your Viewers, Readers According to Video Marketing Expert Bob Kaplitz
March 17th, 2013
How to Write to Inform and Engage Your Viewers, Readers comes down to clear, relevant, and even provocative writing. That’s according to video marketing expert Bob Kaplitz, who’s been a television journalist and consultant for more than three decades, learning from the best in the business — like Walter Cronkite.
“Don’t get so caught up in the video production that you miss opportunities to write in an way that pulls viewers in and holds onto them,” Kaplitz advises.
Kaplitz offers these recommendations.
1. Get attention by provoking thought when possible.
2. Make sure you’re providing valuable new information, not rehashing the old.
3. Guide viewers along with meaningful transitions like “Why?”
4. After you provoke interest, support your claim with facts — especially about your product or service.
For a complimentary analysis of your company’s video marketing strategy, contact Bob Kaplitz, Senior VP for AR&D, at 214.766.4236. Benefit from AR&D’s more than three decades of experience studying how viewers react to video marketing, including the copy points.
This article focused on part of an editorial in the Wall Street Journal. But consider the fact your marketing is essentially an editorial. You have a point of view. At least, you should if you believe in the competitive advantage of your product.
Others may disagree, but if you persuade them your product or service is more valuable than what they’re getting now, you just might make a sale.
Polish your writing: http://www.kaplitzblog.com/tags/storytelling/
March 16th, 2013
What Your 30 Second Elevator Speech is Likely Missing — But Critical is a Focus on Relevance, says video marketing expert Bob Kaplitz.
“Most pitches are too general and not relevant to the prospect,” Kaplitz says. “If you’re talking to a large group of people, consider what their common needs are,” Kaplitz suggests. “And if you’re talking to a small group, try to learn their needs before you get in front of them.”
For an analysis of your 30 second elevator speech and how effectively you’re utilizing it as part of a video marketing strategy, contact America’s foremost expert on video marketing through storytelling: Bob Kaplitz at 214.766.4236.
With more than three decades of experience in video journalism and storytelling — and having learned from the best in the business, Walter Cronkite — you’ll benefit from Kaplitz’ expertise and the insight from the ARD storytelling strategists.