• 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.

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

  • 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.

    Posted in Multimedia Journalism | No Comments »

  • 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 »

  • 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 »

  • 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 »

  • 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 »

  • Before You Do Your Next Video: Five Keys to Getting Comfortable on Camera

    September 30th, 2011

    Here’s the live national webinar I conducted for a company specializing in video email marketing.  You’ll also see a a video critique I produced for one of the company’s clients.  Click on this link:

    http://www.bombbomb.com/webinar/video-tips-comfortable-on-camera.php

    We’ve recommended this company to our clients because it’s relatively inexpensive and effective for video email campaigns.  Of course, you should judge for yourself and compare to competitors.

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

  • Content Marketing 101: What is it?

    September 25th, 2011

    What is  content marketing? You may have some idea, but it’s important you enjoy a deep understanding of it because of its impact on traditional marketing.

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

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