Super Bowl Commercials: How to Win Big in the Online Marketing Game

This afternoon, Super Bowl 46 will be held in Indianapolis between the New England Patriots and New York Giants, re-igniting a fierce rivalry between the two teams. And while many people tune in to catch the touchdowns or the half-time show, a highlight of the game every year for many is the commercials. Thousands of people tune in to see what creative and interesting ways companies will promote themselves in 30 second slots throughout the game. The best and most memorable commercials will stay in the media conscious for weeks to come, and be talked about around water coolers across the nation. A Super Bowl commercial even revived the acting career of Golden Girl Betty White, who starred in an advertisement for Snickers and has since appeared in movies, hosted SNL, and even has her own television show.

Buying a Super Bowl ad isn’t cheap; it costs 3.5 million dollars for a 30 second time slot during the big game. This means that companies have to make the most of their airtime, and so a method has been perfected to create the most effective commercials. Many of the tools used by these big corporations can be applied to your business, especially in online video marketing. Here are a few things Super Bowl commercials do that you should consider in social video marketing for your company:

Keep it Short: 30 seconds doesn’t seem like a lot of time, but a good commercial tells a complete story and gives the audience an understanding of the product in only half a minute. An online video doesn’t need to be quite this short, but somewhere between one and a half and two minutes is recommended. This gives you enough time to introduce your business to prospective customers, but is short enough to ensure that they watch the video until the end.

Be Selective With Your Information: The purpose of an online video, like a commercial, is to provide enough information about your company or product so that a viewer is interested in learning more. But avoid too many fine details, long winded speeches, or an overwhelming amount of text, as it can be off putting to a viewer.

Make it Engaging: No matter how wonderful your product is, if people forget your advertisement, you’ve wasted your time and money. And with $3.5 million on the line, the marketing experts behind Super Bowl commercials know how important it is to make it engaging. For your social video marketing, the keys to keeping it interesting include a high level of technical skill, quality video production, and showcasing your product or services in a unique way. Many viewers are drawn to humor if it’s done well, but this isn’t the answer for every business video.

Use the Internet to its Full Extent- This year, every Super Bowl commercial is linked to a Facebook page, Youtube account, or Twitter feed. Even with a viewing audience of 111 million, companies know there are still millions more that can be reached online. This dedication to getting their brand out there is exactly what your company needs to be thinking about. Having video on one website isn’t enough; think about linking it to your Facebook, Google +, website homepage, or Youtube account to get the most of your social video marketing.

So whoever wins the big game today, watch the commercials. Pay attention to how this year’s commercials adhere to tools and suggestions in this post, and see if you can use any of their creative solutions for your business needs.

SVG Shoots Two Marketing Videos for Arch Painting

This week, Skillman Video Group shot two online promotional videos for for Arch Painting, a Boston area company providing quality painting and wallcovering throughout New England. Wednesday’s shoot showcased Arch Painting’s superior craftsmanship in residential home painting, and on Thursday the shoot was based around the company’s quality work for commercial clients. Skillman Video used a combination of client testimonials, footage of the professional painting crew in action, and a voiceover outlining Arch Painting’s capacities as a company.

Making two videos was essential to the success of Arch Painting’s marketing campaign. Commercial and residential clients are looking for very different capabilities from a painting company. A residential home may be concerned about the painters’ cleanliness and friendly attitude, where a business may need the painting to be done quickly and for the paint crew to work seamlessly within the space while business continues as usual. Combining these specific needs into one video would force the company to leave out important information that could, in turn, lead to missing out on important clients.

If your company’s client base is broad, sometimes one video for your website or social media pages isn’t enough. If you try to reach every group of customers in one clip, trying to include all the necessary information will lead to the video being too long. Online customers are not the most patient people, and probably won’t wait through a 15-minute video to learn what they need to know about your company. On the other hand, if you cut out too much information to shorten the video, you risk viewers not learning enough about how wonderful your company is. By breaking the information down into several shorter videos aimed at specific clients, the information they need is presented in a simplified way, making it more likely they will learn about all the advantages of your business.

If your business has a broad client base, talk to Skillman Video Group, and we’ll work to find the best way for you to reach each and every one of them.

Coming Soon: Skillman Video’s Newest Social Marketing Video

I have been an Intern here at Skillman Video Group since November, and in that time I have learned a lot about online marketing, and in particular the benefits of a successful Social Video Marketing campaign. Now, it’s time for me to put these skills to use, producing a short video for online distribution. I have written a script and made some design and costume choices already, and I will be starring in the video when we shoot it. I’m very excited to see this video come to fruition, and to talk about some of the stylistic and technical choices I made to maximize the videos success online. I wanted to share these tips with you when thinking about your own Social Video Marketing strategies.

1. Keep it short: The final video will be around two minutes in length, which is a good length for what I wanted to do with the video; introduce SVG as a company. While it can sometimes be frustrating to limit yourself to a short video, in the long run it will be beneficial to the success of the campaign. People are more likely to retain the information from a short video and seek out more about the company on their own, rather than get lost or bored while watching a long, in-depth video showcasing every detail of a company.

2. Make it engaging: It is important you find a way to keep viewers interested and leave them wanting to know more. For my video, I decided to capitalize on something very relevant and almost universally recognized; superheroes. The central character of my video will be “Skillman Video Girl” a crime fighter with the capacity to fix any business online marketing blunders.  Superhero movies have dominated movie theaters for the last decade or so, with reboots of Spiderman, X-Men, Batman, and a ton of others. By working with this pop culture phenomenon, viewers online will recognize the motifs and can automatically associate with the video.

Also, the piece doesn’t take itself too seriously, with a few tongue-in-cheek jokes aimed at the major themes present in these movies. By playing with comedy within the superhero genre, the video is engaging and entertaining, keeping viewers tuned in an interested in learning more about Skillman Video Group.

3. Focus on what you want to say: Since you only have a few minutes, you need to know exactly what elements of your company you want to focus on. SVG offers a variety of different video marketing ideas, from how-to-videos to videomercials, and each of these categories has its benefits. Pay close attention to what you want customers to come away with. Do you want them to have a better sense of what your company does? Or do you want to showcase your beautifully crafted products? Once you figured out what your focus is, SVG can help you choose what style of Social Video Marketing best supports your goals.

For my video, I wanted something that would draw prospective customers in, and give them the tools to learn more about the company. The video provides enough information for clients to understand what Skillman Video Group does and who would benefit from their services, along with highlighting the name of the company to increase customer retention.  Video is an entertaining form of information gathering, and so rather than bog down the video with a lot of detailed specifics of what the company does, I decided it would be better to emphasize the most important things, to peak interest and lead people to our website.

4. Have some fun!: Remember, this is your chance to engage with potential customers. So no matter what type of video you decide to make, keeping it light and fun will help you enjoy the process, and improve the final video.

Check in soon to see the final video, and to hear more about the production!

New Years Resolution for Your Business

It’s a new year, and the time when everyone’s thoughts turn to the dreaded New Year’s resolutions. Now that the ball has dropped and we’ve sang a round of Auld Lang Syne, it’s time to focus on how to improve over the next 12 months.  SVG has some suggestions for internet marketing resolutions that will enhance your online appearance and increase traffic to your site, benefiting your business.

Get a Google+ Account:  In 2011, Google+ joined the ranks of Facebook and Twitter as a leading social media site. As we’ve mentioned before, there are a lot of benefits to being involved with Google+.  This latest member of the social media family created by the search engine Google is quickly becoming an amazing platform for finding customers and keeping clients informed, and is now open to the public, so setting up an account is easy.

Become involved in Social Video Marketing: Social Video Marketing (SVM) is a great way to enhance your online appearance. By combining interesting and engaging content with the efforts of search optimization, social media, and strategic linking, you can drive more customers to your site and increase their interest in your company.  A marketing video delivers information in a way that is easy to follow and more captivating than text, and allows you to show off the best qualities of your company in a unique and professional way. If you haven’t considered SVM, 2012 is the time to start.

Update your website design: If your website design is a few years old, it may be time to update.  The internet is a fast-moving technology, and a site that hasn’t been updated or redesigned in a while can look antiquated very quickly. Even if you like the format of your site, consider adding a blog, or ensuring none of your information is outdated.  The goal of the website for your company is to bring in new business and to keep current customers up-to-date, and if the design of your website is stopping this, it’s time for an upgrade.

Make the most of SEO: Search engine optimization (SEO) is one of the most important elements of online marketing. If customers can’t find you through search engines, then all social media, video marketing, and website design won’t help. Learn more about SEO and what Skillman Video can do to help you enhance your company’s appearance in search engines.

New Years resolutions can be daunting, but the benefits of these few tips will help your online business substantially, and SVG has the knowledge and experience to help you succeed in 2012.

SVG shoots viral instructional video for Brewster Home Fashions

A couple weeks ago, Skillman Video Group shot an instructional video on wallpaper installation for Brewster Home Fashions, a Boston-based manufacturer and distributor of fine wall coverings and home décor. This video will be posted to Brewster’s website to enhance their online visibility and web-based marketing. As mentioned previously, on Wednesday we built the set for this video, using drywall flats, paint, and a little elbow grease to give it the appearance of a real room in a home. It was the first time SVG had built a set for a shoot, working with the client to ensure that the space was optimal. By Wednesday night, the set was ready to go, with white walls just begging for a fun, new wall treatment.

The stylistic choice for this instructional video was  shots of our talent, Lauren,  putting up the wallpaper in her

“room”, and a narration recorded separately to be added in later. The video covered the most common issues a homeowner might have when installing wallpaper, such as insuring the first sheet is straight, successfully navigating around a corner, and working around outlets, light switches, and doorways.  A scripted narration is a great option for a how-to video; it ensures that the instructions are succinct and easy to follow, and takes the pressure off the on-camera talent to get the information out and allows him or her to focus on doing the job right.

Once again, a video like this can be a great way to introduce potential customers to your company. The use of a real customer like Lauren with the straightforward instructional narration gives the client a look at the beautiful wallpapers Brewster Home Fashions has, and the simple, stress-free application of the product.

This two-day shoot was a success, and the “room” looked fabulous after it got a makeover with a fantastic Brewster Home Fashions wallpaper. We were able to shoot some more footage for our “behind the scenes” video, which will give people a glimpse at the process from start to finish. Check in soon to see the final product!

For the first time: SVG builds set for Brewster Home Fashions!

On Wednesday, Skillman Video Group built the set for our  shoot with Brewster Home Fashions, a prominent manufacturer of fine wall coverings, wallpapers, and home decor products. The shoot, coming up this Friday, will be a how-to video on proper wallpaper installation.

A how-to video like the one for Brewster Home Fashions will be a great viral marketing tool for the company.  Many people turn to the internet for tips on everything from making the perfect souffle to installing a car radio. Putting a video demonstrating  proper wallpaper installation on Brewster Home Fashions site will draw frustrated homeowners to their website, and when they see the professional demeanor of  the company, as well as the beautiful wallpaper they create,  the viewers will be more likely to use the company for their business in the future.

SVG worked closely with Brewster Home Fashions and Hollywood  set designer (and former Skillman Video intern) Chris Plummer to conceptualize the perfect set for their shoot. We put together a mock room made up of 6 drywall flats, including a door, light switch, and outlet to replicate all the challenges a homeowner comes across while their putting up their wallpaper. We painted the “walls”, and put together some furniture pieces so the video feels like a real room.

Skillman Video Group also shot some footage for a behind the scenes video of the set construction. Check in soon to see the process, and what the final set looks like when Brewster Home Fashions has installed the wallpaper!

That’s a Wrap!

For the past four months I have been fortunate to hold an internship at Skillman Video Group. I came here after working as a professional in film, television, and commercial production for a number of years. I’m working on a career shift and SVG was the perfect place to combine my production experience with my social media hobby. What happened with me and SVG over the summer?

Big things:

When I took the internship I wanted to make a marketing video for SVG that was more ambitious and cinematic than their previous videos. I brought my skills as a set designer, contacts with actors, and access to cinematographers and wardrobe stylists together for the Old Timey Marketing project. I’m quite proud of what I did, and it is helping us find new clients. I think it shows that SVG can make movie-like videomercials for clients that want to stand out.

I had the privilege of attending a Muslim Ramadan service in Chelsea when SVG shot a fundraising video for a community center. I’m not a religious person, but it was still a powerful, moving experience. And we shot some amazing footage. I doubt I’ll ever have another opportunity to go. You can read all about it here.

Social Media does work for SEO. Our page rank has risen, which is good. Getting people to follow you and comment is tricky, no matter how good the content is. I looped in a few new subscribers and I think it’s paying off. Read all my posts here.

Small things:

Managing a multi-platform social media campaign is not that difficult. A few hours a week. More businesses should do it.

I discovered many interesting social media and viral video campaigns and got to blog my analysis of why they work. Some interesting and inspiring ideas.

Anchor links, micro sites, pingbacks, landing pages, etc.

I got a much needed brush-up on Final Cut Pro and Soundtrack.

I hadn’t used a Lowell lighting kit since college, so I got a valuable refresher course on lighting from Andrew, our usual Videographer.

Now that I’ve attended client meetings I can add actual “agency experience” to my resumé.

Until you ask, the answer is always “No.” Most people are really happy to help you out with locations, props, wardrobe, camera, etc.

I’m excited that I’ve got these new skills that will propel me into new career choices. Thanks SVG!

Social Video @Kickstarter

Ever wonder how to build a company around an invention without fabulously wealthy Venture Capitalist friends?  Kickstarter leverages the power of web 2.0, social-media, and video to crowd source startup capital. Artists, designers, entrepreneurs, activists, and storytellers appeal to the world-wide-web for funding and launch their ideas from the collective small donations of many. In the past few years I’ve been watching Kickstarter quickly become the place for DIY creative startups. They host every kind of project including technology, theater, food, comic books, and so on. Non-profit and for-profit are both welcome. It’s a bold, new model for business and art.

Kickstarter is also an unlikely host to a wide variety of marketing video examples. Each and every Kickstarter project must have a video pitch. They place videos above all other content. Kickstarter recognizes that video is essential to marketing your ideas. According to Kickstarter (and SVG), everything can be marketed with video even electronic prototype kits and mead and whatever your company offers. Designers and entrepreneurss profiled in a New York Times article talk about how important videos are for getting funding because the Kickstarter crowd is tech-saavy netizens. Anyone who finds you on the web expects video, and if you don’t have it you are behind the curve.

The site hosts every genre from documentary style to movie trailers to humble webcam-style. Some just use flashy imagery. Most are very simple. The trick is to match up the style and content with the brand and message and connect with your audience– things SVG is really good at. We’ve made videos in nearly every one of these styles for a wide variety of clients and worked in fundraising videos.

Marketing videos may be the most important  part of Kickstarter’s success and that of their users. It follows that it will be essential to your company or organization as well — not just for making an appeal to customers and clients, but also for SEO and brand. We’ve talked about this many, many times on our blog. If you don’t have video, you might be dismissed or ignored.

If you don’t know where to start with marketing your company, follow Kickstarter’s lead, check out a few examples there, and call Skillman Video Group.

Marketing Videos for Mediators

Yesterday Skillman Video group shot a legal marketing video for Massachusttes Dispute Resolution Services in Salem, MA. This is a mediation firm that arbitrates disputes between parties outside a courtroom. We redesigned the firm’s website this summer and founder Brian Jerome. wanted to create a video that would let his potential clients get to know him and his firm a little better.

This legal marketing video was unique because it was directed soley at attorneys seeking mediation, not the general public. The average joe has no real need for a mediator, but other firms use them extensively. This meant that Mr. Jerome spoke in a more business-like manner free to use terms of art. Direct, professional, and approachable was the best way to convey the message that his organization is unbiased, fair, experienced, and trustworthy. He didn’t have to be flashy or inviting or cute because he didn’t need to appeal to the masses.

MDRS reminded me most of our B2B clients: They have a small target audience, in this case only other attorneys, and are free to speak in depth without fear of alienating laymen. In B2B videos professionalism speaks for itself.

We went in and made a quick, attractive set in an otherwise dull conference room using what was available on location. One of SVG’s talents is making fast sets from nothing. For some of our best set design check out our social video on youtube.

Now that we’ve done web design and video for Massachusttes Dispute Resolution Services, they are considering doing a series of videomercials or social videos with us about more in depth, specific topics. What might you want to learn from a series of legal marketing videos? Check out some of our other work for law firms here.

FutureM and SVG: Video at the Speed of Twitter

What is FutureM?

A looking glass into the future of marketing.

Who’s at Future M?

Skilllman Video Group.

Shopximity invited SVG to tape their presentation at Future M, a marketing conference held in Boston focusing on the impact of technology on marketing. They asked us to shoot, edit, and upload a video of their presentation in 24 hours. They wanted to get the video up while the conference was still going on. It’s like a well-produced video tweet from Shopximity. For us it felt like a 24 hour race made possible by technology and our experience in fast production.

The SVG produced video should be up today. The idea of video at the speed of twitter is especially interesting to us. Instant video production might be perfect for clients who want to post while traveling or at events or any situation where time is crucial. With the world becoming more instantaneous, more 24/7, getting the word out about your company or event with near-instant professional video from anywhere will be expected. And it has to look better than the usual talk-into-the-webcam stuff you see on YouTube.

We’re going to stay ahead of this trend and keep providing fast, high-quality content.

This conference was the perfect event for us to tape. SVG believes strongly in pushing the boundaries of marketing. That’s why we embrace an integrated approach to video, social media, SEO, web design, and so on. Shopximity presented ideas about mobile technology as the new frontier of marketing. They have plans for integrating video content and interactive shopping on mobile devices. We’ll have to keep an eye on where this interactive mobile video marketing goes too.

Stay tuned to SVG’s blog for more insights into the future of video marketing.

UPDATE: Watch the video on our channel.

Next Page »