• Testimonials Won’t Work Without This

    December 18th, 2011

    Testimonials can convince prospects whether your product or service is worth it for them.

    They’re powerful persuaders especially if they make an emotional connection with the people who watch. This one for our Kids R Kids Learning Academy client in Las Colinas worked as you’ll see below the background info.
     

    Bob Kaplitz is Senior Vice President for Content Marketing for AR&D. Unlike traditional commercials which interrupt people, content marketing pulls people in.

    That’s because the content is valuable. People learn something, don’t just get pitched.

    Posted in Multimedia Journalism, Social Media, Social Media Video | No Comments »

  • How to Get Important People to See Your Video

    December 18th, 2011

    How do you get important people to see your video? Yes, it helps if you have contacts who knows these people, but it comes down to what you’ll learn in this short video.

    Bob Kaplitz is Senior Vice President of Content Marketing for AR&D. Unlike traditional advertising which interrupts people, content marketing is what consumers want — valuable information they search for.

    Check out What You Can Learn from The Tina Patsch Story by copying this link:

    http://www.kaplitzblog.com/2011/12/10/what-you-can-learn-from-the-tina-patsch-story/

    Posted in Power Tools for TV Journalists, Social Media Video, TV news training | No Comments »

  • What You Can Learn from The Tina Patsch Story

    December 10th, 2011

    If I said you could get the president and CEO of a major American corporation to watch and personally respond to one of your videos in just a few hours, you’d likely say “No way!” And if I were to add the fact that he copied the top executives of his company in his response so they could see the video, you’d really question it.

    No, the video is not an award winner with extraordinary production values.  In fact, it was shot with an Mac’s webcam in just a few minutes.  So what’s the deal?

    It’s the Power of Story and a Savvy CEO Who Knows a Good Thing When He Sees It

    Here’s the email I received from Gerry Lopez, CEO and President of AMC Entertainment, the movie theatre company.  He was responding to my short video relating a bad experience that turned into a remarkable one.

    As you read this, consider the fact that Mr. Lopez has a myriad of issues to address, but this simple video engaged him, probably irritated him at the start, then made his holiday season:

    Dear Mr. Kaplitz,

    Thank you for reaching out, taking the time to put together the video and sharing your Tina Patsch story.  You’ve made my holiday season, that’s for sure!

    I am sorry we had an issue with your cards to begin with. But if we learn from it, and if it gives Tina a chance to shine… well, then the sting is a little less. Truth is we have in the past year introduced a core purpose at AMC.  Simply stated, we’re here to make smiles happen. Sounds like Tina did.

    Thank you for being patient with us and being so understanding.  It is rare, and we appreciate it.  Thank you, also, for your continued support of AMC.

    Have a great holiday.

    Sincerely,

    Gerry Lopez

    President and CEO AMC Entertainment

    Now here’s the very basic video which I introduced in an email saying:

    “The Tina Patsch Story won’t be coming to the big screen — but this two-thumbs up adventure had to be told!”

    Then the link to the short video.

    TAKEAWAYS

    You can be your own media company thanks to YouTube and the power of social media.

    One-to-one video storytelling can get your message across if the story is relevant.

    Be yourself, be real, as we tell our Content Marketing clients all the time.

    Find somebody or something in celebrate even for what starts out to be a bad experience.

    ———-

    You noticed that Mr. Lopez’ response wasn’t simply the standard “Thanks for your feedback.” The guy understands corporate culture, brand touch points, Brand Ambassadors who bring brand experiences to life, and what we call The Power of Story. No surprise when you look at his background. Previously, as executive vice president of Starbucks Coffee, he was responsible for “The Starbucks Experience.”

    And Gerry Lopez knows a good movie when he sees it.

    Posted in broadcast journalism, Social Media, Social Media Video, TV news training | No Comments »

  • Analytics Improves Your Chances of Success

    December 5th, 2011

    Content Marketing is based on strategy. And strategy is based on deep knowledge of how consumers respond to video — from content to production values.

    What does that mean exactly?  It means AR&D utilizes more than three decades of insights into what video and audio elements engage viewers.

    We measure engagement on a scale of zero to ten with ten representing full attention.  Viewers start at the neutral score of five, then score engagement second by second.  We conduct most of our surveys online.

    It comes down to engagement peaks and valleys.  Maximize peaks and reduce valleys, and you’re connecting with viewers.

    For example, in this case of testing a news commercial for a special report about car seat safety for kids, viewer interest was high.  But the problem was the video failed to engage viewers during the first few seconds.  If you can’t grab attention from the start, most viewers don’t stick around.

    The set-up was too long.  You must engage from the start.  In producing Content Marketing videos for our clients, immediate engagement is one of our imperatives.

    Posted in Multimedia Journalism, Social Media Video | No Comments »

  • Five Creative Ways to Use Quick Response Codes

    December 4th, 2011

    QR or Quick Response codes are like advanced bar codes. They allow your customers to scan your code with their mobile phone, and get prompted to take action.

    Here are ways you can implement QR codes into your marketing strategy:

    1.  On Your Business Cards     use your QR code to launch avideo showing you explain what sets your company apart from your competitors.  For chiropractors, dentists, and weight loss specialists, you can plunge viewers into a tour of your practice.  We can’t think of any profession that can’t benefit from a QR code launching videos.

    2. On Product Packaging: Pcture this: You’ve just tasted the most delicious wine, you scan the QR code on the bottle (or better yet, the restaurant menu!).  It takes you to the webpage of the wine, with order codes, specials, and opt ins – or specials for ordering right there and then!

    3. Window Displays: QR codes could SMS your customers a discount code, or very time limited offer to get them off the street and into your retail store now.

    4.  Direct Mail Pieces: QR codes can make phone calls, send SMS’s, direct traffic to landing pages.  Imagine flyers or letters that directly engage your prospect to take action, eliminating steps, taking them directly to your buy page on a custom mobil landing page.

    5.  Promotional Products: QR your coffee mugs, t-shirts, coasters, and all your free giveaway stuff. Imagine sending out a free coffee mug to all of your inactive customers, with a funky QR design taking them to an offer page to reconnect with you.

    AR&D’s Content Marketing division’s focus is to increase a company’s recognition, reputation, and revenue by producing authentic videos, not commercials, distributed through social media channels and emerging mobile technologies, that engages customers and clients, building brand awareness and loyalty.  We base our strategies on more than three decades of deep insight into how consumers respond to video.

    We invite you to contact us to learn more.  Check out What You Need to Know about QR Codes

    Posted in Social Media, Social Media Video | No Comments »

  • Key to Your Success: Get Real

    December 3rd, 2011

    Be yourself on camera. Authenticity sells.

    Notice how this video produced by our Content Marketing division shows business owners Thom and January as the real people they are. Videos capturing authenticity cut through, allowing you to make an emotional connection with prospects so they’ll want to buy from you.

    Posted in Multimedia Journalism, Social Media, Social Media Video | No Comments »

  • Crucial To Your Success: Know “Why You?”

    December 3rd, 2011

    Notice what sets this video we produced from many others. Our client, chiropractor Yaron Lohr, clearly communicates his competitive advantage. And he does it in an inviting way as part of a tour of his new Dallas office. This is a key element of a successful content marketing strategy along with capturing the real person so they come across as authentic.

    Many of our clients have to think a lot about what separates them from the pack. It’s something we require in the planning process. After all, if you don’t know what makes you special, how will your prospects know?

    Posted in Multimedia Journalism, Social Media, TV news training | No Comments »

  • 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 »

  • What You Need to Know about QR Codes

    October 30th, 2011

    QR codes aren’t a fad. They represent a powerful interactive marketing tool. Learn more. Scan with your intelligent phone after downloading a free app like Inigma.

     

    Posted in Social Media, Social Media Video | No Comments »

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