Learn Three Storytelling Tips from “The Girl with the Dragon Tattoo”

January 1st, 2012

Thrillers like “The Girl with the Dragon Tattoo” keep movie goers on the edge of their seats because of powerful storytelling.

You can learn so much from analyzing even less than a minute of a movie trailer, so that’s just what I did:

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New Years’ Wishes

January 1st, 2012

New Year’s wishes to help you soar in 2012.

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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.com

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Rabile Family Dentistry Video Marketing Review

December 31st, 2011

Where does this website video hit the mark and miss the mark?

Those were questions we answered based on our more than three decades of experience studying how viewers react to video.

That said, we applaud efforts to get into video. But unless practices identify their unique advantages, they won’t stand out. It comes down to the question of “With all the choices I have, why YOU?”

If you have questions, contact us. We’re eager to help with a video marketing strategy to make your phone ring.

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

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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.

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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.com

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The Power of Web Videos

December 28th, 2011

Ever have a great experience and want others to know?

That’s how I felt, so I shot a short video and emailed it to the top guy, the CEO of Regus Office Solutions. What’s curious about web videos is the fact if you upload them to YouTube, they’ll make an impact even before the top brass sees them.

Here’s the “no production” video I shot on a laptop webcam followed by a few of my comments (on a non active link).

Bob Kaplitz is Vice President of Content Marketing for AR&D. You can reach him at bkaplitz@ar-d.com for ways to use the power of a video marketing strategy to make your phone ring.

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Does This Belong with “The Walking Dead”?

December 20th, 2011

I’m not sure to laugh or cry about this.

It’s curious how the web takes your material, putting it in environments you’d never expect. In this case, “The Tina Patsch Story” video. It’s my quickly put together webcam video celebrating an unassuming employee who didn’t let anything get in the way of solving a consumer’s problem. Mine.

But when you see my video, I certainly hope you don’t think it belongs with “The Walking Dead” in India or anywhere. Since the video has been downloaded hundreds of time, it reinforces the power of video and the opportunity you have to recognize brand ambassadors like Tina.

Here’s the original story I wrote. Click on link:

What You Can Learn from The Tina Patsch Story

Here’s the latest thanks to an email from AMC’s President and CEO Gerry Lopez:

I thought we should let you know…. at our holiday party this past Friday, we surprised Tina with a nice gift certificate, and more importantly, by playing you video in front of our entire 400+ people HQ staff, in one of our big movie screens.
Thank you again for sharing your Tina Patsch story. It added a smile to our holiday cheer.
————
The fact that a CEO shows this much attention to building the culture and celebrating wins is admirable. But what also impresses me is how he incorporates a major AMC initiative — adding smiles — seamlessly and meaningfully into the email.

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Bringing a Story to Life through Video

December 19th, 2011

Watch this example, and you’ll see why we aim to produce videos with simple messages that come to life through the power of video and the power of words — the messaging.

Yes, this is more like a commercial produced by a U.K. agency, but the simplicity and emotional hook can come through when we help you tell your story.

Bob Kaplitz is Senior Vice President for Content Marketing for AR&D. Content marketing uses the Power of Story to get your message across in a compelling way, driving your revenue and your brand. Content Marketing is the art of communicating with consumers and prospects without direct selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes a consumer more intelligent.

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How Can a Picture Build Your Brand?

December 19th, 2011

If you saw the movie Jerry McGuire with Tom Cruise in the starring role, you have some idea of the powerful brand of sports agent Leigh Steinberg whom the movie was based on.

That was then during the days of representing high profile players like Troy Aikman, but Leigh Steinberg has been out of the limelight.  However, he’s still a savvy agent with remarkable character and a trailblazer — and he needs to reinvigorate his brand.

In connection with a branding project for Leigh, I wanted to capture a memorable moment showing the admiration of tennis star Serena Williams, Leigh’s first tennis client and a guest at his Superbowl party in Dallas.  She was going to tell me in an interview that she admired Leigh when I questioned Serena about it, but I wanted to show it in her eyes.   Did it show?  Judge for yourself and see the video clip. 

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