• 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 »

  • 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 »

  • 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.com

    Posted in Bob Kaplitz video, content marketing, Social Media Video, Web Video | No Comments »

  • 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 »

  • How QR Codes Can Make Your Phone Ring

    September 5th, 2011

    So called QR or “quick response” codes are becoming more popular every day. And we’re creating them for many clients, including Texas Meatpackers, which is using QR on food labels to launch our videos. The president of the company, John Pieper, appears on the videos at our suggestion. As the top person, he’s in the best position to connect with consumers on subjects ranging from recipes to best ways to serve meat.

    Content Marketing is the art of communicating with prospects and clients without selling. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent – a wiser consumer. We hope you’ll be wiser from watching this video, starting with how to use a QR code:

    AR&D creates customized web marketing solutions for clients essentially enabling you to become your own TV station.

    There’s no better way to tell your story than by creating authentic, real videos that educate, engage and add value to the consumer.

    AR&D combines video story telling with customized QR codes to provide smartphone visitors/consumers with a rich, state-of-the-art mobile experience that drives traffic to your videos, website, promotions and more.

    Posted in Bob Kaplitz video, Social Media, Social Media Video | No Comments »

  • Heavy Up on Show and Tell

    June 26th, 2011

    Find someone to show and tell, so you can shoot it.  In this case, Faith Cherry, a visitor to the Four Seasons Resort to watch part of the HP Byron Nelson Golf Tournament, is trying a so-called “QR” code.  She scans the code with her iPhone, then a video optimized for mobile pops up about a new promotion.

    The sequence is straight forward, starting with the scan, then reaction shot, then showing viewers the start of the video Faith sees.


     

     

     

     

    My colleague Regent Ducas and I are developing QR codes and videos for clients like the Four Seasons Resort because they…

    • Target the demos they want.
    • Play to the considerable power of video storytelling over text.
    • Can create a buzz as many people are curious about them.

     

    Posted in Bob Kaplitz video, Social Media, TV news training, Web Video | No Comments »

  • “No Pictures, Please”

    June 26th, 2011

    How do you shoot a person when you can’t show anybody else in the picture?  We often get this question when, for example, a multimedia journalist has permission to shoot one student in a classroom or gym but nobody else.

    First, prepare to pass up on some of your best shots.  It seems there’s always someone in the background.  So you have to consider your best options:

    • Shoot up, although sometimes these shots aren’t flattering.  Bottom left example below.
    • Shoot tight or tight enough so the people in the background are out of focus.  Bottom right example below.
    • Shoot down by holding the camera over your subject.  Bottom example.
    • Invite the subject of your shoot to move to an area where nobody is in the background.
    • Schedule the shoot when nobody else is around, but that didn’t work in this base because the idea was to capture the energy of the workout class.

    The client, The Four Seasons Resort, was happy with the results my colleague Regent Ducas and I produced and shot for this web video showing Sports Club member Meredith Johnston.  Nobody else working out was even remotely concerned about the video shoot, which was the goal.

    Posted in Bob Kaplitz video, Multimedia Journalism, Power Tools for TV Journalists, Uncategorized, Web Video | No Comments »

  • Vital Video Web Stats

    June 23rd, 2011

    Some companies still are stuck on text on their websites, missing out on the marketing power of video. Here are two statistics that scream:   Make video an integral part of your interactive marketing strategy.

     

    Posted in Bob Kaplitz video, Power Tools for TV Journalists, Web Video | No Comments »

  • What You Can Learn from a Merrill Lynch Video

    June 19th, 2011

    You can learn alot from this video appearing on Merrill Lynch’s website. Rather than the expected commercial, the investment firm tells a story focusing on a couple’s financial challenges.  You’ll see how cleverly the role of the Merrill Lynch adviser weaves through the story.

     

     

    More and more companies are unleashing the power of web videos distributed via social media to build their brands. Using our knowledge, we’re shooting videos and developing a social media video marketing strategy to spread the word.

    Posted in Bob Kaplitz video, Multimedia Journalism, Power Tools for TV Journalists, Social Media | No Comments »

  • Strong Example of Investigative Follow-Up

    June 18th, 2011

    Ask the tough questions, and keep on asking. Even if you don’t get answers to all your questions, viewers appreciate your extra efforts.

    Here’s a strong follow-up from ABC News to an investigative report about how much tax money goes to a deeply discounted gym for U.S. Senators and Congressmen.

     

    Posted in Bob Kaplitz video, Power Tools for TV Journalists, TV news training | No Comments »

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