Reel DesignerREEL MARKETER: Seth, tell us what your contribution to the video world is.
SETH EPSTEIN: Well, I started FUEL, one of the pioneers of motion graphics using all Macs. At that time, the Mac could, using a Radius VideoVision board, output a resolution 640×480 pixels – which was just enough to get by. I built FUEL into a 50 person shop, won an Emmy for rebranding the X-Games and worked on hundreds of commercials and network TV projects.
Quite the career already! Citing videos you've been involved in, typically, how do you find video marketing a powerful communication medium for marketing/promoting/educating an audience?
SETH EPSTEIN: Video is only as powerful as its structure. Meaning, a powerful video really “volleys” back with peoples questions. For example, if you know someone is going to want certain questions or objections answered, creating a film that addresses those, is essential…. thats most true for anything related to sales or influence. Commercials are much less scientific.
Most commercials just talk ‘at' the viewer, rather than engaging or assisting them you could say. Could you give us a recent example of a successful commercial video campaign?
SETH EPSTEIN: We recently did a film for a company called Network Hardware Resale (NHR). Before the film, Network Hardware Resale's customers really had no way of knowing how global and world class the company was, simply because they are in the secondary hardware market. The secondary market has a bad rap – imagine a used car lot – even though it could not have been further from the truth! In that case, our job was to express the global scale and give viewers a true sense of the company and the people behind it.
What critical factors made it such a success?
SETH EPSTEIN: Ultimately, when it comes to films, it comes down to sales. For NHR – existing customers were pleasantly surprised which increased their confidence. Customers who would have never bought from the secondary market are now giving it a try. We focused on making a film that point by point overcame clients objections – and we did it in a way that was organic and natural.
Good advice. What would you say to an business looking to properly engage with their target audience using promotional video – or perhaps rather a corporate film – similar to the way that Network Hardware Resale is now?
SETH EPSTEIN: First, be clear on your objective. Second, be 100% clear on the audience. At my current company, is the Agency of Vision and Movement (The AVM) we create actual profiles and give our target customers names – ages, psychographics, etc. and we write for that. [Editor's note: AVM is now known as a new company, called StarDust .] We also focus on objections and barriers, looking how a film can transform those negatives into positives, turning a skeptic into a buyer. Finally, working with a production company that is great is far more important than price. A great film can drive millions in revenue very quickly – but a poor film can waste time, money and effort. In other words, don't skimp in choosing a quality production house and make sure who you work with knows how to produce results and films that move the needle.
Many organizations still think of video for the internet as being of lower quality, and the school of DIY (do-it-yourself) will cut it. What are reasons these businesses really ought to consider hiring a professional video production house, such as Agency of Vision & Movement, to fulfill their vision?
SETH EPSTEIN: Companies should hire a professional firm if they want a world class film. In our case, we have almost 20 years, numerous awards and an Emmy. Budget is a consideration but i have noticed companies who grind on trying to get something cheap won't be able to work with firms who have a strong talent pool. In essence, organizations who want a film that drives results and wants to know they are certain to get the result – those are the firms who should work with someone like The AVM.
Funny story – a firm wanted to hire us. They had a product from Europe that would transform natural gas vehicles – they wanted to spread the message to a large and specialized customer base. They did not have a strong sales team in place yet around the US but they had the capability to deliver globally. The head of marketing was so focused on price that we declined to work with them – and subsequently, they produced a “cheap” film in every sense of the word. No surprise, it did not produce the results they hoped. No one “talked about it” and their internal team was not excited.
Great words Seth. Anything else you would like to share?
SETH EPSTEIN: Films can move people in to action. Films can align an organization and create a powerful vision of the future. I have found that a great film turns customers into evangelists, spreading your message for you. I still think films are VERY under utilized – that might be because creating powerful films are not that easy to create – and finding companies who do it really well, may be tougher than it seems.
Find Seth Epstein Elsewhere on the Net:
My company, formerly Agency of Vision & Movement, is now StarDust
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