Two Businesses You Must Contact Before This Holiday Season | Video | Holiday Safety Tips for Business Owners

December 15, 2014 Leave a comment
Is your business safe this holiday season?

Is your business safe this holiday season?

Business owners face additional challenges when maintaining online safety and security and safety and security of their business premises during the holiday season.

The following topics are of specific interest to business owners:

    • Protecting your business premises
    • Secure your computers and hard drives
    • Back-up your data

Protecting Your Business Premises

 

Protecting your business means not only protecting your personal livelihood, but also the livelihood of employees and the interest of your customers – a lot of people may be affected by a breach of security.

Nigel Henning from Geelong Safe and Secure shares some great tips on why your business needs a security system.

 

Keeping Your Business Data Safe

 

In the wake of the recent string of corporate data breaches, businesses are more alert than ever about cyber-security. Right now, many of them are also in the midst of the busy busy holiday shopping season, which brings more opportunities for hackers to break in and steal sensitive customer data or intellectual property.

Rod Deacon from Evongo explains the importance of leveraging technology to drive your business further, and points out to the fact that last thing that any business needs is a lost productivity due to technical problems.

Video4Marketing blog is powered by Video Vault, your video production specialist.

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5 Reasons Why #GeelongReinvented failed as a Tourism Video | Video Marketing Strategy UNDEAD

November 12, 2014 Leave a comment

Whether Geelong’s $37,000 “tourism movie” featuring Mayor Darryn Lyons is an “insult to all of us” as judged by independent marketing experts, journos and our local MPs or a “cut through, be different, and change the perception of the city” as Mr Roger Grant and Mayor Darryn Lions stated, is the major topic that occupied media since the release of the video.

The far important issue for me is the questionable (if existent at all) VIDEO MARKETING STRATEGY and overall marketing strategy for Tourism Greater Geelong and The Bellarine.

If basic rules of any video marketing strategy are to answer the following questions, then how did we end up with these zombies!?

  • PURPOSE or OBJECTIVE > Determine what your video will accomplish (and for whom).
  • AUDIENCE > Exactly who you are making this content for? (This hides one of the biggest reasons why this video / campaign failed.)
  • MESSAGE > What your audience should take away? And from Message a CALL TO ACTION should be derived. (Very confused message and strange Call to Action).

If these steps were followed and just common sense used, then video or better to say videos (I’ll explain soon) will look completely different. I absolutely agree with Ms Sarah Henderson, Federal member for Corangamite that said:

“The concept was fundamentally flawed.”

Her idea of a competition to promote the region using videos submitted by the public is much better then what Mr Lyons and Mr Grant delivered.

To make thing even more bizzare, Mayor Darryn Lyons, in his response said: “Robot Army (video production company behind the video) are a great bunch of kids and they asked me to be in this, I said yes, because I always do what I can to help Geelong.” What!?

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Is he hiding behind the “great bunch of kids” now, or he’s just telling us with “Mayor out of the box” (in his own words) – we get Strategy out Through The Window?

Is that a strategy? Can Mayor explain to us, how someone walks into the Mayor’s office and ask for $37,000 project? And finally; was this a project of City of Greater Geelong and Tourism Greater Geelong and The Bellarine or project by “bunch of kids”.

Mr Roger Grant also mentioned when defending this video, a research that lead them in developing this video. I’d like to see connection between that research and the strategy for the video. He also constantly refers to number of views the video is projected to get and how great that is. Who ever is a little bit longer involved with video marketing, knows that view count is not be all and end all in video marketing. It can’t it be a purpose for itself as a final goal of any serious video marketing campaign. To base your KPI solely on number of views is just not good enough. What about number of leads, click through rate and other parameters?

The only way a number of views can be crucial is, if the objective of this video was to promote and raise the profile of Mr Lyons as Mayor of Geelong. Like with any typical stunt from a celebrities where any publicity is good publicity, and “look 1 mil people saw my crazy video” can only be beneficial to celebrities like Miley Cirus and many others, the same rule doesn’t apply to company and organisation brands.

Only in that case we can say, yes, mission accomplished, huge exposure, I’ll book more for next concert or whatever. The video is geared towards the same audience, audience that prefers stunts over substance and it is not a surprise that it will reach big numbers. My teenage son loves the video, he also loves this video below (and it’s nothing wrong with that, we were all teenagers and most of us liked that “cool” sort of stuff), created by another “great bunch of kids” from Geelong too. Watch: 50,000 views! (first 2 minutes will do :)

It Happened Before

To prove that number of views is not enough to measure a success of any serious video marketing campaign we can also have a look at this campaign by the same stars, Mr Lyons and Mr Grant and filmed with the same crew. The aim of this campaign was to make people in Geelong and region to vote for Geelong as a host for this year’s Social Media Tourism Symposium. So we had again here Mayor Lyons in a major role, we all remember those scenes (even if I want to erase them :) from the pool, Mr Grant had a picture taken half naked for newspapers, and what happened?

Big number of views, thousands, of course people are curious creatures, but we lost to Barossa in South Australia – a place one tenth of the size of Geelong! How did that happen? What happened to those 1 mil + Twitter followers of Mr Darryn Lyons, why didn’t just 1% of them vote? (According to the Adelaide Convention Bureau calculator, the estimated economic state benefit for hosting #SoMeT14AU is $0.5 million and 807 bed nights.)

A message and a call to action, someway along the way were lost and in spite of huge number of views the goal wasn’t achieved. I don’t know how hard it was to win against a place like Barossa and how this team got another chance to get it wrong, I’m not sure. I ask myself, why I didn’t say anything back then?

5 Main Reasons Why #GeelongReinvented Video Project Failed

  • 1 – Complete lack of Strategy
  • 2 – Failure to define Target Audience
  • 3 – Decision to deliver Stunt rather than Substance
  • 4 – Confused message
  • 5 – Use of words (s—-y ho—w) and imagery that divided community, only 39% of people think that this video will bring more tourists to Geelong (Geelong Advertiser poll)

 

Reasons #1 and #3 have already been discussed above. Reason #5 is self explanatory, why would you re-introduce those two words in a debate if you want to do better for your Geelong and the region? Have they been aware of the fact that these two words will be now dominating the blogosphere and poisoning cyberspace around brand Geelong and brand Tourism Geelong and the Bellarine for a long time including all zombie references?

 

#2 Failure to define Target Audience. This is a big one.

 

I’m really surprised that in today’s day and age where brands are more and more embracing Content Marketing, Inbound Marketing and use of content in SEO that anyone would attempt to approach this project with one-video solution!?

If there was any seriuos attempt made to define the target audience then it’d be obvious that there are many different audience groups and that it’d be rather impossible to target them with one video and one message. Why so high production value, when trends in video, especially video intended for web, for online delivery is shifting strongly towards lower production value and storytelling. How much was wasted only on make up and costumes?

Why not 10 videos x $3,700 instead of one video of $37,000?

You could easily identify 10 different target audiences (hikers, surfers, cyclists, food & wine lovers, fishing enthusiasts, young families, grey nomads, motorists, history trail lovers, art lovers…) and then target each of those groups with a dedicated video.

Then you can spread that content over 10 months for example, and release video by video at the time most appropriate for that group.

 

#4 Confused message(s)

 

This one is caused directly as a consequence  from #2, Failure to identify Target Audience(s). Too many different and often conflicting messages as a result of trying to cram too much in one video. It should be One Video – One Target Audience  – One Message.

First of all, what’s with the Call To Action – “… come to Geelong and the Bellarine and star in your own blockbuster” (??) Did you also notice that last image in the video was “Geelong and the Bellarine” shown in “Hollywood Hill Letters”?

Who switched the scripts?

I know that there was a lot of talks over past few years about Geelong trying to attract Hollywood dollars, trying to get international movie producers to come and shoot their movies here.  So, was this an attempt to make both tourism video and this “video pitch to Hollywood” into one? Or, did someone switch the scripts somewhere half way into the production process? Maybe there was even a script or a brief from earlier, then someone borrowed that idea, but then forgot that was a different brief, different industry?  Mayor himself is mentioning a “taste of Hollywood” in his response to critics… I don’t know, just too many unanswered questions.

I’m also baffled by the lack of optimisation and call to action in video and on YouTube  watch page. First of all, in video, there is no website address to accompany that weird call to action. Do viewers really know what to do after watching the video?

Standard procedure is that first line in description box is where you put a clickable website address where you want your viewers to go to in case they find you on You Tube and many will. There is a producer’s website address further below in description box, but it is not clickable.

I just can’t understand how an organisation (or a brand) like Tourism Geelong and and Bellarine, or any other serious brand can neglect this crucial step: what are viewers are going to do after watching the video, how are you going to benefit from all these views if you don’t optimise your video and include next step (website address at least)?

Complete optimisation on videos’s You Tube Watch Page page is shambolic, but that’s a topic for a completely new blog post.

In closing, as I was searching online for articles about this sad story, I accidentally came across this Facebook page and this Zombie Apocalypse Survival Course from Adelaide (see the image below), they liked it. How could I forget to put them on the target audience list…

What to say at the end, maybe just to use the call to action from the video: “Star in your own blockbuster” Mr Mayor! If you really wanted a major role, to promote yourself as a Mayor, red carpet and all shebang, you should have payed for it with you own money.

I’m also inviting everyone to say something when you see mediocre performance in your industry, it is not about “being negative”, it is about getting better, contribute with what’s your expertise because we cannot allow such costly mistakes.

Mio Ristic, Video Vault

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Video4Marketing blog is powered by Video Vault, your video production specialist.

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Event Video – How to engage your audience with Interviews and Testimonials

November 26, 2013 Leave a comment
Interview Video Vault Productions Geelong

Video Vault – Filming Interviews at recent Small Business Buffet

Big thanks to everyone who kindly gave us an interview at recent Small Business Buffet!

12 hrs of seminars and networking. Job well done by Liz and her team at Geelong Chamber and Small Business Smart Business!

What’s Smart About Your Business – Geelong Small Business Buffet

First video from Geelong Small Business Buffet has been uploaded:


Watch this space, the Trailer and a full story will be coming soon. In the meantime, you can watch videos from Small Business Smart Business Launch further below.

Video4Marketing blog is powered by Video Vault, your video production specialist.

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Thanks a Million! Supporting National Volunteer Week

NVW_2013_SG_hi_resDigital Video Vault just completed a video “Volunteer with Gateways” for Gateways Support Services.

It is second in our series of 7 videos produced for Gateways, and during that time we were privileged to meet their volunteers and employees and see first hand what great contribution their volunteers make to the most needy in our society.

Gateways Support Services is a responsive community organisation that empowers and supports children and adults who have a disability/additional need and their families.

The release coincides with National Volunteer Week (13th to 19th May) and this is our small contribution to participate in celebrating Australian volunteers.

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Help us say “THANKS A MILLION” to Australian volunteers with sharing this video.

National Volunteer Week (NVW2013) is Australias largest celebration of volunteers and volunteerism. Today there are over 6 million (ABS 2010b) people volunteering annually in Australia, representing 36% of the adult population. Volunteering Australia along with its state and territory network recognises the valuable contribution each individual provides by offering their time, skills and passion, continuing to demonstrate Australias proud culture of giving.

To find out how to participate, please visit Volunteering Australia, or if you wish to volunteer, please visit Gateways Support Services for more info.

APCO Franchisee of The Year Awards for 2012

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The Annual APCO Supplier Forum and Franchisee of the Year Awards & Gala Dinner is always an exciting and memorable occasion.

APCO Franchisees that excelled during 2012 were recognised on the night, and they revealed how  they will provide an Exceptional Experience in 2013.

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Festive season “Thank You” Video

December 17, 2012 Leave a comment

556712_mWith year-end fast approaching, I was thinking what would be the best way to say big thank you to all our clients that supported us throughout the year, and a whole local business community.

And what would be more appropriate way to do it than with video!

It’s a 2 minute video edited to the tunes of a popular festive season song, and I promise, singing is not compulsory :)

In New 2013, here at Video Vault, we are celebrating our 10th birthday, and we are preparing for 12 months of interesting activities and promotions, so we thought – why not enter  New 2013th on a high note!

… well… fast forward 7 days and the video is now completed and live, you can watch it just below, or visit our You Tube channel.

Thank you again to everyone who participated, it was at really short notice, but we’ve had a lot fun! I know I did say that singing wasn’t compulsory, but we even had few people singing and few sheepishly whistling :)

Job well done everyone, including “The Team Video Vault”

Mio Ristic, Digital Video Vault

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The Importance of Social Proof | Testimonial Video

October 25, 2012 Leave a comment

Last week was my son’s 10th birthday and as most parents do, we are trying to pick an appropriate present for his age. Interesting thing is; the older they get, the job is becoming easier and easier for us – they already know what they want!

Our son wanted an iPod Touch. He already knew the features, in what colours they come, and which colour he’d want… Everything was decided, easy task for parents. Of course, we asked him, why iPod – he said:

“All my friends have it!”

Simple. the force that influences you every day when it comes to decision making, from the biggest decisions like which school to choose for your children, down to the smaller every day choices like where to go for lunch, is called social proof.

But what about us in business, how do we use Social Proof in our marketing?

Marketing, to a large degree is about social proof. In an article about social proof, TechCrunch clearly identified 5 different categories of social proof:

1. Expert Social Proof: Approval from a credible expert, such as an infdustry blogger or other authority

2. Celebrity Social Proof: Approval or endorsement from celebrities, especially those that are unpaid

3. “Wisdom of the crowds” Social Proof: Approval from a large group of people (like why you were Nike shoes)

4. “Wisdom of your friends” Social Proof: Approval from your friends or people you know (like the above case mentioned about iPod Touch)

5. User Social Proof: Approval from current users of the product/service, such as customer testimonials, case studies, and reviews.

Video Testimonials

Testimonials are great form of user social proof, publishing testimonials and case studies allows you to highlight the positive experiences of your customers and evoke the “I’ll have what she’s having” effect.

While written testimonials are OK and are widely used in marketing, video testimonials are by far more effective. For several reasons;

Video Production Geelong Testimonial | Master Monique Yoga Video from VideoVault on Vimeo.

First one is the fact that many people are not 100% convinced in the authenticity of a written testimonial, secondly the nature of video is that is more persuasive, you can here the customer, see it and pick up that non-verbal communication that reassures us – this is genuine, as human eye (and ear) is very well trained to pick up when something is fake.

Finally, video testimonial can be easily amplified, for example; firstly by number of views the video attracts, number of likes is also a good social proof. You can track how many views you are getting from other sites, from your channel, or from website. A written testimonial is just sitting on your website and is only accessed by your website visitors.

Video testimonial can be further shared on your Facebook page, by embedding, in your tweets and on your LinkedIn page (both personal and company page).

Then you can share it in your blog and all those views are adding up and contributing to your brand’s social proof and ultimately to better conversion.

No matter what businesses or orgnisation you are coming from, video marketing should not be ignored especially in this new social world.

Video4Marketing blog is powered by Video Vault, your video production specialist.

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