Apr 18, 2014

Archive for the ‘online marketing strategy’ Category

ON LOCATION : NYC

Friday, September 20th, 2013

 

NYC-6089

Blue Marble recently completed a corporate image film for Manhattan Associates called, Revolution. We had a short deadline, so we very quickly had to get two guerilla-style crews to NYC for three days of intense shooting. Our goal was to capture as much symbolic and iconic b-roll as we could. Not so much to paint a portrait of New York City, but to create a backdrop for a bold, global message about commerce. (Check out the finished piece.)

NYC Blog Compilation_blacklines

 Five of us hit the streets to attempt what might otherwise have been impossible without the help of our secret weapon — and this is a biggie — two cars with two local drivers. They knew the streets, they knew the short cuts … it seemed they could park just about anywhere they wanted … and they were always right where we left them when we returned to the car (with trunk open ready to stow our gear). We’d hop into our air-conditioned production office, say, “Roosevelt Island, and step on it”, check our shot list, and off we’d go. It was truly the only way to get the shots we wanted in the time we had.

So, with Cara Barineau, Ben Barineau, Michael Pietrobon, Sam Young, and Danny Corey we had some long and productive days. We shot with Canon DSLRs and of course, a Go Pro. The weather was great, the city looked great, the shots looked great. Oh, and the crew looked great too.

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Blue Marble Media Brings Home the Gold (and the Platinum and Silver)

Tuesday, November 20th, 2012

Georgia Department of Economic Development

As we reach the end of 2012 and look back on all we’ve done, we’re pretty proud of our work, but we’re especially excited about the work recently recognized by not one, but two major award competitions.

First up, the 2012 Davey Awards, a prestigious international awards competition, presided over by leaders from top firms in advertising, marketing and media.  This year, competition was fierce with over 4,000 entries from across the US and around the world.  So, we were more than a little excited to have won gold in the Film and Video Sales category for a piece we produced for MergerMarket.  Using motion graphics, we distilled a complex message about the company’s unique software program into a simple story aimed at potential clients.

In the category of Fundraising, our work landed a silver for a video we produced for the HealthStore Foundation.  Shot on location in Kenya, the film introduces investors to the idea of franchised healthcare clinics.  If successful, this sustainable business model has the potential to deliver life saving medical care to underserved children in Kenya and other parts of the world.

Next up, the 2012 Marcom Awards.  The international creative competition for marketing and communication professionals has become one of the largest of its kind in the world, receiving over 6000 entries this year.  We won the highly coveted platinum award in the category of Government Film for Area I, the first video in a series we’re producing for the Georgia Department of Economic Development.  The piece highlights the important work being done by the state’s Center of Innovation for Aerospace .

And, ahem, in the category of Most Ironic, we picked up yet another award – this time a GOLD — for the HealthStore Foundation video, thus proving the Marcom judges just may know a little something the Davey judges don’t!  (Just kidding, we’re proud of all our awards!)

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Is video production value still relevant? Glad you asked!

Wednesday, October 13th, 2010

Yesterday I was perusing one of my thrice daily emails from HARO (Help A Reporter Out) which lists all kinds of queries from reporters looking for sources for stories they’re working on. One that I found particularly intriguing was a reporter asking for opinions on what is acceptable when it comes to the production value of online video.

Here was my response:

I’ve been in the advertising/marketing industry for nearly 30 years. For the last 15 of those, I’ve owned a video production and web site design firm that services a wide variety of corporate clients.

Don’t let my resume fool you though — I actually DON’T think all online video has to meet the same levels of production value. For instance, some of the best viral videos have worked partly because their production values were so low. Often low production value adds a level of credibility to a video that purports to be “bystander video” of an actual event caught in the moment. For spoofs, low-brow comedy and even promotional videos and web-ads where it’s hip to be grungy — low production value can be cool.

However, audiences today are more sophisticated than ever about the quality of what they see on screen — regardless of whether that screen is attached to a computer, mobile phone or their home entertainment system. Even kids know good lighting, editing and acting when they see it — or more to the point — when they DON’T see it. They may not have the vocabulary to express it — but they definitely notice and make a judgment call.

To me, the best way to decide how much production value is required for your video is to start by thinking about who your desired audience is. If it’s hipsters and 20-somethings looking for something fun — that requires one kind of approach. If, on the other hand, you’re hoping to sell thousands of dollars of software to medium-size businesses — that’s a completely different message that needs to be presented in a very different way.

Gary Vaynerchuk is a great example of someone who successfully used low production value video. His goal? Grow business for his parents’ wine store. His target (and this is what made his approach make sense) was younger audiences who knew nothing about wine — and maybe even felt a little intimidated by snobby “wine culture.” Gary’s personal style is irreverent, fun, and “in your face”. Yet, he really does know wine. He’s just not afraid to be enthusiastic, profane, rough edged, etc., in his wine reviews. I’ve heard him tell his audience that a particular wine is so bad its aroma reminds him of the smell of a county fair men’s room. His Wine Library videos were massively popular with exactly the crowd he was aiming for. His parents’ business sky rocketed.

But Gary will also tell you that he knows his style of presentation is a complete turn-off to older, more conservative audiences who have money to spend and are interested in wine. That bothers him, but not enough to compromise his focus on the young, hip market that connects with him.

What plagues me is all the discussion going on in chat rooms and on blog postings about how no business should ever have to worry about production value. Don’t hire that expensive production company — just set up your camera and go for it. Really? It’s one thing for hipsters to be drawn to a hand-held Flip video production about a new brand of jeans. It’s a completely different story for the CIO of a corporation to watch your cheaply produced, rambling video and decide to spend $10,000 on a software license with your company.

The point is, the audience makes the decision. There are just some things that I want to buy from a professional, solid-looking company. No passes for being on-line. On-line is your business’ number one way of connecting with me. That’s where you get to make your first, best and in many cases, ONLY impression. If your video looks amateurish — guess what? That’s now the impression I have of your company.

Think about it. Haven’t you ever seen one of those awful, locally produced TV spots for say, a tire company or furniture store and thought — “I will NEVER shop there. That Mom and Pop operation can’t even make a good commercial.”

The same thing applies to web sites. You know you’ve landed on a site that was so poorly designed that you thought “these people have to be working out of their basement”.

I could go on and on — and maybe I already have. Thanks for exploring this topic — it’s important.

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