1. Interview with: Gavin Banks,
Managing Director, Good Eye Deer
Pty Ltd
“There is no better way to engage your
audience emotionally than through a
well-made film,” according to Gavin
Banks, Managing Director, Good Eye
Deer Pty Ltd. “Consumers today are
bombarded with messages on social
media and TV. The best way to cut
through the noise is a combination of
colour, movement and a story that
resonates. The medium of video, be it a
commercial, brand film or other video
content, offers Chief Marketing
Officers (CMOs) the potential to get
audiences to make an emotional
investment in their brand,” he adds.
Good Eye Deer Pty Ltd is a sponsor
company at the marcus evans CMO
Summit 2017, taking place in the Gold
Coast, Australia, 14 - 16 August.
How do videos allow CMOs to better
engage with an audience?
Like film, the true power of video lies in
its capacity to impact audiences at an
emotional level. If you are not
leveraging that, your brand is missing
out on the most powerful marketing tool
available.
While the power of emotive photogra-
phy has long been valued in advertising,
many brands underestimate the power
of a well-crafted video. In a very real
sense it offers the potential to bring
your brand to life: video can create a
brand personality that lives and
breathes, has colour, texture and feeling
and works for you 24/7.
Now, more than ever, video is more
accessible. It is also on the way to
becoming the most popular source of
information, education and entertain-
ment available. YouTube is now the
second largest search engine in the
world – and growing.
Posts on social that include video have a
50 percent higher take-up than posts
that do not.
How can CMOs ensure a video is
designed with business objectives
in mind?
To effectively promote a brand a video
needs to be informed by your core
brand values. Visually and stylistically it
needs to reflect them. It also has to
speak with a voice and language that
your audience can understand.
To create a video that supports your
business objectives we recommend
starting a conversation around four
essential questions: 1) What does your
brand stand for? (your video needs to
reflect these), 2) Who is your audience?
(your video needs to resonate with
them), 3) What is your message? (your
video needs to be relevant), 4) Where /
How will your audience engage with the
media? (your video needs to be
assessable).
The answers to these questions need to
inform everything from the narrative of
your story to the way the content is
filmed.
What mistakes do you see often?
What do CMOs overlook?
Brands often try to create videos that
outline the “What, How and Why” of
everything they do. They try to tick all
the boxes (better served by the copy of
a website) but end up missing the
chance to emotionally engage an
audience, and, therefore, get any buy-
in.
We think a better use of time and
resources is to focus on creating content
that will give the customer a sense of
how they will feel when experiencing the
product or service. If we consider the
things that stay with us – that we hold
as memories – we remember moments
charged with emotion. The same can be
said of content we view. We remember
things that make us feel something. As
such, we would recommend starting by
trying to meet an emotional need
through your film – to excite, inspire,
entertain, reassure.
There is real value in CMOs making
conscious choices around the quality,
style and content of their videos. If
brands fail to look at these in depth
marketers are missing out on significant
gains. But if you get it right the return
on investment will not disappoint.
There is
real value in
CMOs making
conscious
choices around
the quality,
style and
content of
their videos
Emotionally Engaging Your
Audience with Video

2. The Marketing Network –
marcus evans Summits group
delivers peer-to-peer information
on strategic matters, professional
t r e n d s a n d b r e a k t h r o u g h
innovations.
Please note that the Summit is a
closed business event and the
number of participants strictly
limited.
About the CMO Summit 2017
The eight annual CMO Summit is the premium forum bringing elite buyers and
sellers together. The Summit offers chief marketing executives and agencies and
consultants an intimate environment for a focused discussion of the key new drivers
shaping the marketing agenda. Taking place at the RACV Royal Pines Resort, Gold
Coast, Queensland, Australia, 14 - 16 August 2017, the Summit includes
presentations on capturing actionable insights from data analytics to create
opportunities for personalisation and customer retention, resolving skills gaps,
enhancing the customer journey, and combining traditional and digital platforms to
heighten the customer experience and generate higher ROI.
www.cmoanzsummit.com
Contact
Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com
All rights reserved. The above content may be republished or reproduced. Kindly
inform us by sending an email to press@marcusevanscy.com
About Good Eye Deer Pty Ltd
Good Eye Deer is an internationally recognised, multi award-winning video production company with studios in Newcastle and
Sydney. Established in 1998 our company is small enough to get you the personal attention you deserve while being big enough to
deliver national campaigns and video content in a timely manner.
We exist to connect brands with their audiences through powerful, visual stories that matter. We thrive on creating emotive
campaigns, brand films and commercials that engage audiences, deliver your message in a clever way, and serve your business
objectives.
www.goodeyedeer.com.au
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings.
For more information, please visit: www.marcusevans.com
Upcoming Events
CMO Asia Summit - www.cmoasiasummit.com
Latin CMO Summit - http://latincmo.marcusevans-summits.com
Marketing Leadership Forum - http://marketingleadership.marcusevansforums.com
To view the web version of this interview, please click here:
http://events.marcusevans-events.com/cmo2017-gavin-banks