How Smart Brands Tackle Video Content

Copyright © 2013 by IQ Agency
HOWSMARTBRANDSTACKLE
VIDEOCONTENT!
!
IQ Agency
March 2014
www.iqagency.com

Copyright © 2014 by IQ Agency 2
…thatmeetstheroad
CONTENTISTHERUBBER
Content is what sells, persuades
and influences.
!
Fresh content is also what gets you
ranked on Google.
!
Everything else is just the
mechanics of getting it to the
consumer.
!

Cheap broadband has made high-quality video
accessible.
People prefer video because it’s engaging and easy
to consume.
Even 56% of business people say they prefer
watching video to reading*
!
NOWEVERYONEWANTS
VIDEO
*Forbes Insights

There’sneverenough
People have an insatiable appetite for content,
especially video.
It’s how you buy attention. But it needs to stay
fresh.
Like Chinese food, 20 minutes later they want
more.

UHOH,LOOKOUT!
We’re already submerged in a tsunami of video.
According to Cisco, 86% of web traffic will be video by 2016.
The majority of it is User Generated vs. made by Brands.
Most of it is pretty bad.

STANDOUTORSTAYOUT
Only the best brand videos will cut through the clutter.
That means being engaging and relevant.
Bad video will harm a brand more than it helps.

Originality differentiates your brand and gets you noticed. Often,
however, it’s not just what you do, but how you do it that matters, as in
this example.
Click to Play

BEFOREYOUSTART

Copyright © 2014 by IQ Agency 9 * McKinsey & Co
DEVELOPASTRATEGY
You need a content strategy.
It tells you who, what, when, where and most
important why.
Content strategy is informed by marketing strategy.
Hopefully you have one.

CREATEPERSONAS
Identify your target audience.
Create personas (profiles) for the key segments.

MAPTHEJOURNEY
Map the Consumer Decision Journey* for each
persona.
Define the needs for each persona at each critical
touch-point on the journey.
Translate those needs into an engagement plan.
This will focus what you have to accomplish with your
content.
* McKinsey & Co

IDCONSUMERS
The objective is to deliver the right content at the
right moment to the right person.
Build a system that will identify where the consumer
is on the path to purchase.

UNDERSTANDCONTEXT
The context of each touch-point dictates the style of
communication.
Is a video right for where the content will be viewed?
What type of screen will it be viewed on?
What’s the optimum length?

DEFINESUCCESS
Know what success looks like.
Set Key Performance Indicators (KPIs)
Track and measure the metrics.
Then analyze.

MAKESURETHEYCOME
Before you make your video do you have a plan for
exposing it?
Where will it be shown?
Why will people want to share it?
Identify opportunities to spread the video beyond
your “owned” media.

DEFINETHEMISSION!
!
What do you want them to believe?
What do you need them to remember?
What do you want them to do?

In this web video the mission was to create awareness for “Combine 360”
a new way to workout from Under Armour.
Click to Play

EXAMINETHEIDEA

DOESITFIT
THEMISSION?
What’s the right balance between education and
entertainment?
19

For this video for iShares, our job was to educate the viewer. But first
we had to keep their attention, so we developed visual metaphors to
make an otherwise dry subject engaging.
Click to Play

DOESITFITTHE
BRANDPERSONALITY?
The personality of your brand should influence the style of your
creative approach.

A bank like Suntrust needs to be very conscious about how the style of
it’s communication affects it’s brand perception.
Click to Play

DOESITFITTHE
AUDIENCE’STASTE?
Understand the spectrum of cultural
acceptability of your audience.
!
Personas of your audience segments
will give you insights.

While UPS tends to be a more conservative brand, racing fans are pretty
loose. So in this video the style and feel are designed to fit the audience.
Click to Play

DOESITFITTHEBUDGET?
Making videos is like building a house.
You need a budget before you start.

It doesn’t take heaps of money to do good work. In this instance animation
was a cost saving route for a series of videos for the Intercontinental
Hotels rewards program.
Click to Play

NOWTELLASTORY
It can be simple or complex, but must
accomplish the mission.
Align it with the content strategy.
Keep it simple and focused.
Less is more.

People are programmed for stories. So even with a brand video, like
this one, we are looking to create the feel of a story.
Click to Play

AWESOMETALENTMAKE
AWESOMEVIDEOS
Just because someone in the office has a nice
camera doesn’t mean you are ready for prime time.
!
Good equipment is easy to come by. Creative people
who know what they’re doing are not.
!

We made this video to introduce the concept behind “My Health
Info” for Microsoft. A well-executed idea doesn’t have to be costly.
Click to Play

AVOIDTHEDEADLYSINS
There’s no excuse for:
Bad quality sound.
Poor video quality - unless it fits the concept.
Being boring or amateurish - bad on purpose is
usually just bad.

THECOSTCONUNDRUM
Most agencies are used to making TV commercials.
The agency/TV commercial approach is often too
expensive.
!
So how do you produce a steady stream of high
quality videos at low cost?
!

THANKYOU!
!
For more information contact Patrick Falvey 404-932-1932 patrick@iqagency.com
!
!
!
IQ is a full service agency with digital at it’s core. Our script to
screen content creation capabilities include all phases of content
strategy, in-house live-action and animation studios. editing, sound
design, music composition, and more.
!
To see more of IQ’s video work visit www.iqagency.com/work and click video/content

How Smart Brands Tackle Video Content

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How Smart Brands Tackle Video Content