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Portrait of an Artist: An Unplanned Video Story
February 20th, 2012
Stories often tell themselves. You just need to let the person talk.
When writing a community magazine article about Julie and Chris Richey, I was struck by Julie’s artistic ability. And she had stories to share. As an accomplished and award-winning mosaic artist, she’s generated a lot of copy. But no one took the time to shoot video. Until now. I didn’t plan to shoot a video like this, but Julie made it easy.
Because the florescent lights in her studio made a high frequency noise, I used a shotgun mic. And my camera was a small high def Sony. I was concerned about a few shaky movements following Julie, but viewers don’t seem to notice.
In fact, it added to the spontaneity as Julie noted when watching a video she never expected: “I think it’s fresh and spontaneous (which seems to be a great strength of yours).”
I was also able to use still images shot by others, grabbing attention at the start.
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Low Tech Greeting Approach from Children’s Dental Centre of Irving Packs a Punch
January 28th, 2012
Avoid being all high tech.
After speaking to a dental practice on the topic of Branding Inside, I was pleasantly surprised to receive this card from the staff of our client, Children’s Dental Centre of Irving.
What made it stand out is that was a thoughtful physical card signed by the entire staff. Impressive.
You might benefit from a few points from my Branding Inside presentation:
KEY POINTS
You have to know how to brand inside before you can expect anyone on the outside to appreciate your brand.
Create memorable moments that build your reputation or brand.
Ensure that those moments speak to what makes you’re brand uniquely valuable.
Use messages, i.e. key words that capture your competitive edge.
For example, if a customer calls with a problem, see it as an opportunity to go the extra step to deliver on what makes you special. A patient’s son broke his tooth, so just don’t say “The dentist will be back on Tuesday, and can see him then.”
Rather, show concern, get details, offer immediate helpful information, and promise to contact the dentist for any further advice. The appointment may still need to wait until Tuesday, but the patient will see you in a much better way.
Priscilla Vigliante-montgomery, who oversees marketing for the Children’s Dental Centre of Irving, is a rising star. Here’s just one example. During a meeting of the Women’s Alliance of the Greater Irving-Las Colinas Chamber of Commerce, a speaker asked: “What business are you in?”
Priscilla’s response grabbed everyone’s attention and respect: “Creating healthy smiles.”
What business are you in? How will you utilize a video marketing strategy to get there?
Bob Kaplitz
Senior VP- AR&D
bkaplitz@ar-d.comPosted in Bob Kaplitz video, Power Tools for TV Journalists, Social Media, Social Media Video | No Comments »
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New Years’ Wishes
January 1st, 2012
New Year’s wishes to help you soar in 2012.
Posted in Bob Kaplitz video, Multimedia Journalism, Social Media Video, TV news training | No Comments »
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Lighting Tips: Three Points
December 31st, 2011
Lighting can make you pop through the screen if done right.
If you have the time and equipment, try to use three lights. The key, fill, and backlight. Each serves a purpose. Adjust the lights to see what looks best. Normally, the key light should be about half as bright as the fill.
Reality check: While this is ideal, in reality you might just have to use one light or existing lighting. If you have one light, position yourself or your subject so you can take advantage of sunlight coming into the room so the one light isn’t harsh. Just one light can make you look like you’re being “interrogated for spy secrets” as one client joked.
I captured this from a video produced by CMP (Corporate Media Production) students at Seneca College in New York.
If you’re a multimedia journalist, see this as an ideal. If you’re looking for a video marketing strategy, we’re eager to help.
Bob Kaplitz
bkaplitz#ar-d.comPosted in Bob Kaplitz video, Power Tools for TV Journalists, TV news training | No Comments »
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A Great Experience at the Bakery
December 30th, 2011
You don’t expect employees to be very excited doing the same job day after day. But I the woman I met at Whole Food’s bakery certainly wasn’t cooker cutter.
Please go easy with me on the video, as I shot this on the fly. Yes, that explains the odd “sideway” shot you’ll see toward the end. Also, go easy on Dana Woods. She didn’t come to work thinking she’d be on a video, and didn’t even have time to put on her makeup.
But what she reveals about a new policy is relevant to every CEO and marketing executive. Listen.
Posted in Bob Kaplitz video, Multimedia Journalism, Power Tools for TV Journalists, Social Media Video | No Comments »
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Innovative Video Email Marketing: Meet Schellie Mendes of Regus Office Solutions
December 29th, 2011
It’s a simple yet powerful concept.
And it speaks for itself about the power of video. Compare this video in an email to a traditional text message. Meet Regus Office Solutions’ area director Schellie Mendes.
Although Schellie says she wasn’t comfortable on camera this first time, she’s real. She’s authentic. That’s what viewers appreciate.
Don’t be left behind when it comes to building your business or your own reputation. Contact us with questions.
Bob Kaplitz
Senior Vice President for Content Marketing
bkaplitz@ar-d.comPosted in Bob Kaplitz video, Social Media, Social Media Video | No Comments »
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Make a Personal Connection
November 30th, 2011
Although a dentist invested a lot of energy into this video promoting her practice, an important element was missing: The dentist talking directly with viewers.
Other videos include this key element, but you can’t tell prospects “You saw the wrong video.”
On the positive side, any dentist who has produced videos about their practice is a step ahead of those who limit their marketing to text and photos. Video brings you story to life. See our comments about RabileDentist.com, and contact us with questions about how Content Marketing with video can build your practice and your business.
Posted in Bob Kaplitz video, Multimedia Journalism, Social Media Video, TV news training | No Comments »
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Writing News for the Web: Ten Top Tips
November 27th, 2011
Before you write your next online story, watch this. And also learn about The New Prime Time.
Posted in Bob Kaplitz video, TV news training | No Comments »
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Content Marketing: The Power of Story
October 1st, 2011
How do you tell a visual story in a short amount of time?
For our client, The Four Seasons Resort and Club in Dallas, we profiled a couple enjoying the hotel during a major golf tournament. And enjoy they did. You’ll notice that to illustrate their experience, we edited down the soundbites as much as possible while communicating their story — and their joy.
You might consider this a combination of a testimonial and one couple’s holiday at the resort.
Learn more about the power of story through content marketing by contacting us. Bob Kaplitz, senior vice president for content marketing, bkaplitz@ar-d.comPosted in Bob Kaplitz video, content marketing, Social Media Video, Web Video | No Comments »
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Content Marketing: Capturing the Emotion without Exploiting the Victim
September 6th, 2011
Domestic violence is obviously a sensitive subject. So when my colleague Regent Ducas and I developed a messaging strategy for the non-profit Friends of the Family, we wanted to share poignant stories, but not sensationalize or exploit. We took this approach.
The success of content marketing like this depends alot on whom you interview. Working closely with Friends of the Family, we were fortunate they identified the right person. She believes in the value of the organization and is committed to getting the word out. From our perspective, “Emmi” is a role model.
Posted in Bob Kaplitz video, Social Media, Web Video | No Comments »