USING VIDEO TO ENHANCE YOUR BRAND +Breakfast Bootcamp May 12, 2016

@KarcherGroup Matt McComb Dan Kelly Motion Graphics Specialist Motion Graphics Strategist

TODAY Why Use Video Types of Video  Overview Videos  Sales (Product/Service) Videos  Educational/Training Videos  Brand Narrative Videos  CG and Product Visualization

WHY USE VIDEO

Bring your brand story to life in a way that words and pictures can’t – Words, Pictures, Sound, Music TRAFFIC  From 2014 to 2015 the top 100 brands showed a 55% increase in branded video content views on YouTube channels CONSISE INFORMATION  75% of business executives & 54% of senior executives watch work-related videos at least once weekly (Forbes)  59% of senior executives indicate that if text and video are available on the same topic on the same page, they will watch the video over reading WHY USE VIDEO

MORE TRAFFIC  Companies using video enjoy 41% more web traffic from search than non-video users. (Aberdeen) MORE CONVERSIONS  Video on a landing page can increase conversions by 80% or more. (Visually)  4.8% is the average conversion rate for websites using video compared to 2.9% for those who don't. (Aberdeen) EASE  4x as many consumers would rather watch a video about a product than read about it. (eMarketer) And many, many more stats that support this WHY USE VIDEO

OVERVIEW VIDEOS

Great “about” or “home” page supplement 1 to 3 minutes covering the why, how and what Web friendly, good for social media, mobile and OVERVIEW VIDEOS 2Checkout Motion Mt. Eaton Pallet Film, Ariel, 3D

SALES VIDEOS (Product/Service)

Products and services, features and benefits Short and focused, 30 seconds to 3 minutes Great visual tool for complicated processes CG is a great alternative to live action for complex devices, hazardous situations, or scale concerns SALES VIDEOS Provia Embarq 3D, Motion Red Tomato Market 3D, Motion

EDUCATIONAL/TRAINING VIDEOS

Internal training videos, onboarding How-to videos and series Year-in-review videos Animated infographics/explainers EDUCATIONAL/TRAINING VIDEOS Federal Reserve Bank of Cleveland Motion Zimmer Air Dermatome II Motion

BRAND NARRATIVE VIDEOS

Message-driven, indirect sales approach Connect the brand via entertainment, storytelling or humor Episodic web series BRAND NARRATIVE VIDEOS Aultcare Holiday E-Card 3D, Motion Nokia Comic Con 3D, Motion

CG PRODUCT IMAGES

Great for online product visualization Replacement/supplement for photography  Save time and money on product photography shoots  Big savings for clients with CAD files  One-time set up, maximum control and reusability  Easily change product options or colors Full CG versus stock photo composites CG PRODUCT IMAGES

CG PRODUCT IMAGES (cont.) Green Acres Furniture Full 3D products and scene

CG PRODUCT IMAGES (cont.) Lehman’s 3D with Stock Photo Composite

CG PRODUCT IMAGES (cont.)

CONSIDERATIONS What’s the problem? What’s the budget? Who is the audience? Design it/implementation Did it work? Wash, rinse, repeat!

Pre-production  Key message outline  Script writing/conceptualization  Storyboards  Style frames Production  (Live Action) Casting/crew/secure locations  (CG) Create and collect assets, animation Post-production  Editing, sound, motion graphics, titles, sound effects, final output PROCESS

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@KarcherGroup Matt McComb Dan Kelly Motion Graphics Specialist Motion Graphics Strategist QUESTIONS