1. Interview with: Gavin Banks,
Creative Director, Good Eye Deer
Pty Ltd
“Video is the most powerful tool in a
marketer’s toolbox. It can connect with
an audience and bring a brand to life in
a way that static images cannot,”
according to Gavin Banks, Creative
Director, Good Eye Deer Pty Ltd.
Good Eye Deer Pty Ltd is a sponsor
company at the marcus evans CMO
Summit 2016, in the Gold Coast,
Queensland, 15 - 17 August.
How does video content help
engage audiences?
We all engage with films, videos and
stories all the time. With accessibility of
the internet and being able to broadcast
message 24/7, video has become the
most powerful tool, but it cannot be just
any video. Many people mistakingly
believe that any video about their brand
will be great. There are 25 images a
second in a video, and every image
must work towards furthering
your story. Quality stories that are
designed with business objectives and
the target market in mind are the most
powerful.
How can organisations find their
story? How should CMOs project it?
Every brand has a story. Consumers
have a desire to connect and learn,
which creates an amazing opportunity
for companies to put stories out there.
In an age where we are bombarded by
stories, it is important that messages
are relevant.
A video has the capacity to gain
emotional engagement and that is
where its power lies. Whether people
laugh, cry or anything in between, once
we have a connection with their heart,
we can then appeal to their intellect.
How do you appeal to their intel-
lect? Why isn’t it enough to get
them emotional?
We ask companies what their business
objectives are, who their audience is,
where they will engage with the media
and what their message is.
Then, we come up with an idea and a
way to present it, a certain camera or
editing style, a visual look that the
audience would find appealing. The
video must connect with the audience,
but if we want people to act on their
emotions, we have to present an
argument or rationale. We have to draw
them in with a story, in order to achieve
a particular outcome.
How can visual stories help
companies get their message across
better than other ways?
A well-made film develops a personality
of its own and brings a brand to life. We
see this with great photography. Video
just takes it to another level, but it has
to be thought about like a film. People
constantly tell us videos have to be
short otherwise people will not watch
them, but the fact is people regularly go
to the cinema to watch two hour
movies. If the story is good enough,
people will watch it.
If people are not watching your film,
you have to ask yourself whether it is
good enough, if you are putting enough
money and time to make it worth your
while.
What marketing trends should we
expect in the next few years?
Where do videos fit in?
Video is vital to marketing in this
century. YouTube is the second largest
search engine today, so people are
actually searching it to find answers to
their questions. For any supplier of
products or services to ignore that
market would be dangerous. Video
creates an amazing return on invest-
ment. It increases the amount of time
people spend on websites, improves
SEO, and people love sharing videos. It
is the fastest growing segment of online
advertising.
Video is
vital to
marketing
in this
century
Why Video is the Most Powerful
Tool in a Marketer’s Toolbox

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 2016
The seventh 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, 15 - 17 August 2016, the Summit includes
presentations on measuring engagement, leveraging sales and marketing best
practices, merging traditional and digital marketing channels, and creating a
streamlined marketing automation system.
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 and international-grade video / branded content in a timely manner.
We exist to connect brands with their audiences through powerful, visual stories that matter. We thrive on creating emotive films
that engage audiences, deliver your message in a clever way, and serve your business objectives. We produce commercials (for
broadcast and online), promotional videos, educational films and training videos.
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
To view the web version of this interview, please click here:
http://events.marcusevans-events.com/cmo-2016-gavin-banks