• Behind the Scenes of a Web Video Shoot

    April 28th, 2012

    Great producing and coaching make for great video storytelling.

    Regent Ducas, AR&D’s President of our content marketing division, is one of the best. Watch Regent in action during this shoot for the Aztec Grill which is sold to upscale restaurants. And the testimonial toward the end is done with Executive Chef Chad Ward of the Mercury Grill, who’s prepared food at the White House.

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

  • Snooze and You Lose

    February 7th, 2012

    Most business owners we met see the need to change.  They come to us to guide them — especially for a video marketing strategy using social media.

    Others wants to hold onto the past, thinking they have little to risk.  For example, “We’re not ready for this.”  Or “We haven’t budgeted for this new stuff.”

    Actually, they risk a lot.  The message is simple:  Don’t get left behind.  If money is an issue, see how you can re-allocate your marketing mix.  Just a print ad including a Quick Response code can bring your company and people to life.

    Posted in Multimedia Journalism, Social Media, Social Media Video | 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 »

  • How a QR Code Works

    July 25th, 2011

    Download a free app like Scan Life or Red Laser, and you’ll see some brochures and ads come to life.

    Don’t get left behind while others take advantage of this valuable tool that leaves the traditional text advertising behind.

     

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

  • Use Video to Demystify and Reassure

    July 21st, 2011

    “Do I have to take my clothes off?” That’s one question and concern and many for prospects considering entering a weight loss program.

    The answer from our client Medi Weightloss Clinics is “No.” Even better, Medi and AR&D’s Content Marketing division developed a strategy involving a series of educational videos so people would know what to expect during their first visit. We also wanted to ensure the messaging included a major competitive advantage: This program is supervised by an MD.

    AR&D’s Content Marketing Division shot this video for our client’s website, branded YouTube channel, and other social media channels. Plus, a most basic use. When someone calls, asking “What’s the first visit like,” they can now see and hear for themselves.

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

  • Lose Weight and Build Your Business

    July 21st, 2011

    Just about every day you’re hit with a barrage of ads for weight loss programs.  So how how can a weight loss clinic set itself apart?  No matter your business, the marketing concept is the same.

    For Medi-Weightloss Clinics, we’re creating a series of videos for a branded YouTube channel, social media channels like Facebook, and the company’s website.  It’s part of our strategy to leverage what we call “content marketing.”  

    Regent Ducas, Senior Vice President of Content Marketing, and I have produced and shot a series of videos.  They include helpful information to serve consumers Googling this type of information.  The idea is to showcase the clinic’s expertise.

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

  • Avoid this Mistake

    July 9th, 2011

    This is one of those things that’s obvious to viewers but not to many videographers.  What’s wrong with the shot in the still frame?

    The problem:  The person trying to connect with viewers avoids looking at them.  In this case, it’s a testimonial aimed at convincing visitors to this website that this email marketing service is the one for them.

    You probably know what viewers say when the person talking with them looks to the side.  ”What are they trying to hide?” or “Why can’t they look right at me?”

    This vendor paid good money to get these produced, but they fall short in the opinion of my colleague Regent Ducas and myself.

    As part of our content marketing strategy, we ask people to look directly at their audience.  Yes, it takes some coaching to get them to look directly at the camera, but it makes a big difference.

    For example, click on this link, then see the difference.  Two Shot Power

    Also, you’ll notice a lot of wasted space in this small screen.  It’s better for the person trying to connect with viewers to fill most of the screen — especially when the video frame is small or viewers are watching on a cell phone.

    IN ALL FAIRNESS

    We don’t mean these comments to suggest this company wasn’t trying to do its best with the information it had.  But with our more than three decades of TV video experience and deep knowledge of viewers, we’ve become trusted advisors to help our clients avoid these mistakes.

     

    Posted in content marketing, Power Tools for TV Journalists, Web 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 »

  • Video on Landing Page is a Winner

    June 21st, 2011

    Companies placing video on their top pages of their website get more hits.

    So take advantage of your video.  Even better, videos.

    Make sure the content is relevant for website visitors and helps communicate what makes your brand uniquely valuable.   Otherwise, it’s a missed opportunity.

    You’re not just generating videos.  You’re delivering on your web video strategy.

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

  • What You Can Learn from This Investment Video

    June 21st, 2011

    Clients not only want to know “Best Practices,” but but web video approaches to avoid. When you watch this short video from Putnam Investments’ website, you’ll quickly see several “don’ts.” Obvious to us because this is our specialty based on years of viewer research.

    In fairness, they are experts in investing, but obviously new to web video. In fact, give them credit for getting into the game. Better to be generating web videos based on a strategy than to wait on the sidelines.

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