Archive for the ‘Video’s Future’ Category

Quote of the Day

Saturday, November 21st, 2009

“Great ideas arise in the strangest ways and are blended from the oddest ingredients.  What goes into the recipes often bears no resemblance to the finished dish.”

This is from my friends’ Robert and Michele Root-Bernstein’s wonderful book, Sparks of Genius.  Well, the idea that the future of internet marketing lies in website video is certainly not “great.”  The ingredients – rapidly advancing web technology mixed with primal behavior – are not all that “odd.”  But the idea that what has “gone into the recipe” of our way of making website video “bears no resemblance to the finished dish” is proven truer every day.  When we started three years ago, the notion was to make high-quality marketing videos of every kind, from training films to corporate videos to TV commercials to point of sale loops.  In that time, it’s simmered and bubbled and steamed, distilling the concept to what we sell today – that the visitor to your site doesn’t need to be told what you do, nor much of how you do it.  That visitor needs to know only two things – who you are and that you’re for real.  So now we’re focused on a specific job – to write, direct, produce, edit, and deliver the website video which will accomplish these goals.  By the quality of the videos, the visitor knows you’re for real.  By their content, they know who you are.

We believe that’s the recipe which will make your website – which is, after all, a call to action – the most effective marketing tool it can be.

The Meeting Business

Monday, November 16th, 2009

It was a fascinating phone call.

Well, a very simple, common one, really, at least under normal circumstances.

As you know, I’ve been in the website video arena for over three years.  I’ve created marketing videos here in Los Angeles for clients all over Southern California and elsewhere.  In fact, the last few months have been the best I’ve ever had, with website videos for companies and sole practitioners in Santa Monica, Los Angeles, Beverly Hills, even Downey.  But through it all, the most telling validation of what I’m peddling to small and medium-sized business owners came on a Friday, a week and a half ago.  I was working on a marketing angle for an upcoming video, when I received this call (identifiers are left out to protect the innocent):

“Hi, I stumbled across your website…”

Of course, no one “stumbles” across a website.  She was looking for a website video guy.  Nonetheless…

“… and I really enjoyed meeting you.”

There was more, of course, about her company and video marketing needs.  But what’s so telling is that I’d never met this woman.  Never.  Not in person, not by phone, not even by email.  She had come to my website, seen my videos (of me) and had exactly the reaction I tell others will occur.  Just by going to the site, she had “really enjoyed meeting” me.

Now, let me ask.  When someone comes to your website, wouldn’t you like to have a video which immediately causes that potential client to feel he or she is “meeting” you?  Or would you rather have that person simply read about you?

If you’d prefer the former, make sure to get in contact with someone who, apparently like me, is in the meeting business.

The Migrant Speaks

Friday, September 4th, 2009

Firstly, let me say that I’m not a digital native.  Yes, I create website videos, but the thought process is not a website video process.  It’s a film process.  There’s an increasingly archaic term for you.  Film.  You know, that stuff on reels with actual frames you can see when you hold it up to the light.  Here I am dealing with marketing videos and corporate videos shot in HD, widescreen, Cinemascope aspect ratio – and yet it wasn’t all that long ago (less than 20 years, in fact) that I was peering over the shoulder of my editor, trying to view the spread image of my first 16:9 film which was being cut using a Moviola.  Next to him was his splicer, with a glue bottle beside it.  To my right was a trim bin – a real canvas bin with hooks above it holding authentic trims of film.  It was a slow, tactile world, in which you could literally get the “feel” of your film as you labored through it.  Of course, as opposed to these streaming website video days, you’d also forgo trying a whole bunch of things you kind of thought might not work.  Just too difficult, too time-consuming.  And, undoubtedly, many millions of edits which should have been made to make many thousands of films that much better never were.  And never will be.

It’s been a true migration.  Film to 2-inch quad videotape to 1-inch tape to BetaCam to Mini-DV to the digital world, with things like U-Matic cassettes, BetaMax, and VHS Adapters mixed in.  But those of us who have experienced the process on a film-making level, will never let go of the primal values of the art.  Life before language.  Close-ups.  Single-shot masters.  Eyelight.  Rim light.  Effective pauses.  Pace.  Playing opposites.  No matter which form of film-making is taking our attention, even if it’s website videos for marketing purposes, all of those precepts come into play.  And when they do, it’s understandable why a digital “migrant” – even with his lack of technical savvy – produces far more powerful work than the digital “native.”