February 2012 Newsletter
Video Newsletter
A New Addition
Normally with the new addition headline, we're adding a new member to the CK & CO team - well, this is sort of like that! If you read our newsletters, follow us on Twitter, or if you've worked with us lately, you know we've been busy (really busy)... which we love!
To keep up with the steady pace of work, we needed to add to our lineup. Our new Avid Media Composer Nitris does the trick. It harnesses the power of a 64-bit operating system for faster editing and effects. But, most importantly, it means that we can run four editing systems simultaneously. That provides us additional capacity and the flexibility to meet stringent deadlines.
We all agree, the humming sound of the machines is much preferred to the logistical wizardry we used to do to ensure projects were completed on time. We often say it's not about the equipment, but sometimes, it is!
A Whale of a Tale
You know the drill – you're invited to a gala and you probably know what to expect before you walk in the door. A little bit of networking, a little bit of food and then the traditional program.
Thankfully, the Grand Rapids Public Museum didn't stick with the same old, same old for the Jay and Betty Van Andel Legacy Awards Gala. They held a whale of a celebration! Back when the planning began, we were asked to come on board and help produce the evening.
"The best always happens when you reach out and collaborate with people that are creative and passionate about your organization. A Whale of a Tale was the brainchild of out of the box thinkers... great volunteers from our community. We knew we had to 'change up' the whole feel of the event. Who better than Cynthia Kay and Company! Our guests knew as soon as they entered they were in for a great night," said Dale Robertson, President & CEO at the museum.
When planning an event like this, it's important to choreograph the night - from the minute guests walk through the door to the time they leave with their parting gift. Guests enjoyed a whale watching tour throughout the museum, great food, entertainment and a chance to see some of the new exhibits the museum has to offer. Student volunteers from Forest Hills Public Schools played the role of tour guides, and lead guests to the various attractions.
With the help of Chase Creative, we created a "tunnel theater" that featured a preview of the night's events.
The actual "program" for the night only lasted 20 minutes - so it was short, and to the point.
As guests left, they received a special keepsake - the "Whale of a Tale" storybook. "When Carol Van Andel learned of the theme, she asked if a children's book which told the history of our whale could be created. We reached out to an educational consultant, Beth Batts. That's how the book was created. It's fun, historically accurate and engaged the reader," said Robertson. The book is for sale in the Museum's Curiosity Shop.
Set Your Proposal Apart
Today you can do business anywhere in the world. Thanks to a number of technology tools like e-mail, phone conferences and Skype, it's easy to connect. To those tools, add video to make that connection even more personal.
Siemens and other CK & CO clients have discovered the value of a video proposal cover letter. It gives them the opportunity to introduce their team - from sales representatives, to project managers, and even engineers behind the scenes. It also gives them the chance to explain their customized solution for a potential client.
Here are a few ways you can ensure your video cover letter is a success:
First, you need to be able to outline a few important highlights about the project and briefly explain your capabilities. Video cover letters are only a couple of minutes in length, so this isn't the time to lay out all the details of your proposal.
Next, determine the team that you'll showcase. These should be the people your potential client will work with face-to-face, as well as your behind the scenes superstars. And, if you can get a member of your executive team to say a few words - that helps, too.
The biggest advantage to a video cover letter is that it puts your team front and center. And, let's face it, people do business with people! It also helps a potential client visualize how the project will be handled and shows them you care and are willing to put forth extra effort.
So far it's worked well for many of our clients – check out the video below to hear Siemens' President of Industry Automation, Raj Batra talk about why it's impressive to a client.
Do it Yourself
There's been a lot of talk on the web lately about the benefits of using video as a marketing tool... and whether you should give it a try on your own or use a production company. We work with clients who do both.
But, we take issue with our friends at Mindscape – by the way, we like them, but... they recently blogged about this exact topic, and offered some tips for those who choose to forego the experts.
It's no surprise we prefer to handle production from start to finish. But, what many clients don't realize is that, in most cases, it's more efficient for everyone - from a time, money, and frustration standpoint.
Think about the product you're delivering to your audience. You want it to represent the high quality work your organization does – and if it doesn't look good, neither do you! Sure, your messaging and content are critical to the video's success. But, if your video has bad lighting, audio, or a poorly composed shot – viewers will be distracted and your message will be lost.
We've worked with clients who wanted to shoot their own video, but needed our help with the editing. Here's the thing - by the time we color-correct the raw video, find a way to stabilize the shots, and level out the audio, they could have saved money having us handle the entire production. These are just a few things to consider.
One of our clients, Service Express, tossed around the idea of creating their own overview video. See why after some thought, they gave us a call.
And as for the article, if you do decide to take video into your own hands... definitely keep the tips Mindscape at Hannon McKendry has suggested. And, if you get lost along the way, you know where to find us.