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.com

Your videos don’t matter unless they engage viewers. One way AR&D has accomplished this is through the knowledge of more than three decades of research into what viewers like and dislike. What keeps them watching and what bores them.

An example of exceptional engagement as measured by YouTube’s analytics is this highly paced video for The Four Seasons Resort & Club. Notice the above average scores until the end when the pitch comes to join.

Click on the second video image below to watch the actual video.

Because we targeted this video for the under 30 crowd, we added music and ensured the cuts were tight. Also, we believe the couple we selected to shoot also helped engage.

Producers: Regent Ducas and Bob Kaplitz
Videographer: Bob Kaplitz
Video Editor: Bob Kaplitz

Develop a video marketing strategy to make the phone ring for your company. Contact Bob Kaplitz, Senior VP, at 214.766.4236

And the video that follows is part of an AR&D video marketing strategy that launches videos from packages. Scan them — they’re called Quick Response codes — with a downloaded free app like “I-nigma” and the video brings the tips to life.

If you’re stuck marketing the old way with just text and pictures, contact us for smart solutions that are part of a video marketing strategy. Bob Kaplitz 214.766.4236

In collaborating with Jo Ann Goin, owner of Glory House, on a video marketing strategy for the Irving Las Colinas Chamber of Commerce mixer, we underscored those points. Jo Ann, chairwoman of the Chamber, delivered on them, and you’ll notice we kept the reference to sponsors at the end. We didn’t want to lose viewers up front.

Drive up your attendance and your revenue. Contact us for affordable video marketing strategies for your business.

Bob Kaplitz 214 766 4236

So no matter what service or product you sell, commit to educating prospects. Tell them something they don’t know. That’s why when prospects research companies on Google, you’ll increase the chance they’ll find you. But educate, don’t just pitch.

Here’s an example my colleague Regent Ducas produced for one of our clients.

Contact us for solutions for your marketing challenges, using the power of video and storytelling.

Bob Kaplitz 214.766.4236

People singing your praises doesn’t always work. Consumers are skeptical. Here are criteria we keep in mind when creating testimonials for clients:

The person has to be credible. They can’t look like a paid performer.
Their praise must be specific.
They should point out a competitive advantage — something special that says “Why you.”
They need to get to the point.
The “point” should be important to prospects.

In interviewing Dallas Realtor Marci Barton prior to the shoot, we explored the competitive advantages of the Marci Barton Group.

To develop a video marketing strategy for a client, this is crucial. “Why you?” speaks to your point of distinction in a Sea of Sameness.

Consumers don’t purchase goods or services simply because they’re the same or as good as someone else’s. You need to stand for something.

Here’s an example captured by our videographer Tori Cornaud as part of a video marketing strategy for Marci:

Video is powerful. Turn your client success stories into persuasive marketing on your website and through a branded YouTube Channel which AR&D sets up with each video optimized for search engines. Remember the days when Realtors and companies thought all they needed for Google was a website optimized for Google!

Video can bring to life a piece of real estate. This was a prototype we created for a Realtor. It’s a long version, but she loved it. Virginia Burke, who’s in the video, says it’s the most powerful presentation she’s seen in her many years as a Realtor: “This will definitely sell the house.” Plus the owner was delighted.

Whether you’re a real estate agent, a dentist, or a plastic surgeon. you’ll benefit from the power of a video marketing strategy which leverages social media.

Bob Kaplitz, Senior Vice President
214.766.4236

Regus Office Solutions regional sales manager Schellie Mendes uses the power of video as a follow-up to office tours and discussions. When people in our video marketing workshops see this example, they want to employ the concept themselves. They wished they had thought of it.

In an informal test of the concept with business people, they say whoever uses this approach has an edge over the traditional text message.

Learn more about this innovative type of marketing by contacting us.

Bob Kaplitz, Senior VP for Content Marketing
bkaplitz@ar-d.com 214.766.4236

Many of our clients reach that conclusion quickly. It’s through a powerful video marketing strategy. Here’s an example of how Kids R Kids Learning Academy connects.

KRK Keller Missie Steve IntrWebsite Resend from Bob Kaplitz on Vimeo.

This is another example of how we deliver on our goals.

We develop powerful one to one video marketing strategies.

We build successful brands based on 30 years of audience research and development.

We create engaging stories to increase recognition, reputation, and revenue.

We distribute targeted marketing messages using social media and emerging technologies.

Bob Kaplitz
Senior VP for Content Marketing
214.766.4236

Avoid production for production sake. Instead, consider whom you’re targeting. Craft the production to connect with your audience.

In the case of our client The Four Seasons Resort and Club, they were targeting younger demos. And that’s why you’ll find tighter cuts plus music in this video launched by a Quick Response code, showing a young couple, Bryce and Meredith.

You’ll notice I shot close-ups at the start. Because QR codes launch videos on cell phones, we wanted to be sure our couple filled the small screen, increasing the impact.