Saturday, 4 February 2012

What does “Video Marketing” really mean?

A great article courtesy of Wistia.com

Paradigm shifting technologies are great, but they can have an unfortunate side effect… confusion about new terminology. One such phrase that’s currently mired in confusion is “video marketing.” Folks generally fall into one of two camps, both of which are valid but beg definitions, differentiation, and division. We’ll break these camps into two groups: “Marketing With Video” and “Marketing A Video”.

Marketing With Video
The people in the “Marketing With Video” camp are usually selling a product or service and using video to better explain that product or service. This typically takes the form of incorporating video into a direct marketing campaign like a newsletter or promotion. The simplest example of “Marketing WITH Video” is a company adding video to its website to summarize its product. Other examples of “Marketing With Video” include:

Gathering actionable data on user engagement to help optimize a purchase funnel
Incorporating video into e-mail marketing campaigns to understand which prospects are particularly interested
Using recorded webinars as a source of lead generation.
Here’s an example of “Marketing With Video”. This video is designed to better inform a web visitor about some elements of a product once they’re on our site. It wouldn’t be nearly as useful if viewed on YouTube.

The common thread of “Marketing With Video” is that the video is designed to better market things to someone who is already engaging with your company because they’re on your website, signed up for your newsletter, downloaded a whitepaper, or perhaps registered with you at a trade show.

Marketing A Video
Businesses who think of Video Marketing as “Marketing A Video” are generally trying to build brand awareness for their company/products. This is done by giving viewers a taste of the brand or concept in a concise package that can travel anywhere and that is designed to be shared. Taken to its extreme a video will be so compelling that it will market itself and you have created the elusive viral video. For this reason, these types of videos are generally more about entertainment and less about explanation.

Once the video has been created, it is often pushed out to as many of the consumer video sharing sites as possible (YouTube, Vimeo, blip.tv, etc.). These videos are often accompanied by a social media campaign, reaching out to bloggers and posting on Twitter, to try and generate buzz (and views) for the company’s video. For companies in this camp, they can either manually manage the whole process of marketing their video, or they can use third party tools like TubeMogul. TubeMogul allows companies to push videos to several different video sharing sites simultaneously and track the views across all of those channels in a single dashboard.

So, why does this matter?
These differentiations are important because understanding them can be the difference between solving your problems quickly and being lost in the mire of marketing-speak website after marketing-speak website

Sunday, 16 October 2011

Gnu Films Elementals

JUST CHOOSE THE FACILITIES YOU NEED AND MAKE YOUR

OWN PRICE

Getting started: It's easy, just follow the three steps to the perfect video at the perfect price.

Step 1: Decide how long the film will be
Step 2: Choose any support facilities like actors, autocue or sound
Step 3: Pick your finishing touches for the edit like voice over, music and graphics.

After you've decided just drop us an email titled ELEMENTALS and we'll give you a call straight back to confirm the details. Its that easy

So what are you waiting for?: Drop us an email now to production@gnufilms.co.uk or call us on 01604 246977 and get your video online in as little as 2 weeks!

Tuesday, 4 October 2011

Video Viral - What?!!

What are video virals?

Essentially they are short videos primarily found on places like youtube that are so compelling to watch that they are forwarded from person to person, spreading so fast its virus like. But despite the negative connotations of the word - its not a bad thing. Your film is seeded and then grows, creating mass brand awareness.

Will it work?

A lot of companies ask how to guarantee a viral, how to measure its success and ROI. This is a tricky one. In video terms direct ROI cannot always be measured as its often difficult to work out who saw your film, and who made a direct action as a result of that film. The best way to evaluate your video is how many views it has, how many places it appears, how many times its been 'retweeted' or forwarded to others and whether there is a general buzz online. In terms of direct sales being affected, this depends on the other promotional resources you have in place - for example an informative and easy to navigate website, demonstrations or brochures illustrating your service and most of all a good product itself. Video virals assume your products purpose is already established and the video is there to lure new people to your site and your brand.

What to put in my viral?

At gnu we believe that make a video popular, you have give the viewer something. Whether its a 'how to', a 'wow factor' or a laugh, it have to illicit a response strong enugh for them to 'share' that response with others. You have to sometimes post what they want to see, not want you want show them. A smart, shiny film about your brand new hoover range is great for those already on your site looking for a hoover but not so captivating they want to send it to all their all their friends.
This is chance to embrace your lighter side, a opportunity to humanise your brand and introduce new footfall to your site. However, lots of people don't have an idea and that's why we are here. At Gnu we're choc full of brilliant video virals ideas to help you produce the perfect film.

Where do i put my film?

The short answer is everywhere. The point of a viral is for as many people to be able to access it as possible. Use all social network avenues, post it on blogs, start forum chats about it, websites (not just yours), newsletters, e-shots and make sure you keep on it. It doesn't happen overnight and it doesn't happen by itself. Once the snowball is rolling properly, then ride the wave and produce a follow up film - you may end up with tricky second album syndrome but it keeps you in the forefront of peoples minds.

Wednesday, 24 August 2011

Pimp your Code

When is a QR code not a QR code: When its Art
Mashable offers this great advice on how to make a QR QI*

The QR code: A thing of beauty or an eyesore? The magical barcodes that can be scanned by a smartphone to launch an offline-to-online experience are often criticized for their black and white checkerbox appearance. Those who doubt that QR codes will go mainstream are quick to point out that the look of QR codes will deter marketers and advertisers from using them.
Fortunately, QR codes are malleable and can be redesigned in truly extraordinary ways, while still maintaining their scanability. The truth is, QR codes no longer have to be checkerbox in appearance. We’ve entered a new phase of “designer codes” that can be integrated into marketing campaigns in an attractive way that isn’t an eyesore.
QR codes have so much potential from a design perspective, so let’s take a look at a few tricks and techniques you should keep in mind when designing a code to enhance your brand and appeal to your audience.

1. Add a Color Palette

The easiest way to add branding power to your code is to add color to it. Your QR code does not have to be standard black and white in order to be scanned. You can embed multiple colors and apply a color gradient without affecting scanability. The only rule of thumb is that the code color should generally be dark and placed against a light-colored background. Make sure the contrast is sufficient, or the code will be difficult to scan.
A “reversed out” code, where the background is dark and the boxes are light colored, is generally not recommended. Only a small handful of QR code readers can treat such codes as a film negative and properly interpret the data.

2. Soften Hard Edges with Round Corners

One of the QR code’s greatest aesthetic flaws is its numerous hard edges. You can dramatically lessen the severity of this look by strategically rounding some corners. It is not necessary to round all of the corners, but softening up the edges will definitely make the code appear more friendly and approachable.

3. Incorporate Dimensionality for 3D Impact

One high impact way to brand your QR code is to obstruct some of the boxes with imagery, such as a logo. By placing an image in front of the code, you imbue the code with a sense of depth. An ordinary barcode suddenly becomes a form of artwork, and you can really make a statement with the way you melt boxes together or choose to obstruct aspects of the code.
Fun ideas include adding a logo to the center of the code, but you could also add interesting elements to the corners or the sides for an even less standard look. Adding images or characters between the boxes is another playful way to dress the code with personality and style.

4. Use QR Codes With 30% Error Correction

If you decide to add in a logo to create a 3D feel for your QR code, you need to decide which part of the coding to obstruct with your logo. The key to creating these eye-popping designer codes is to take advantage of the fact that up to 30% of a QR code’s data can be missing or obstructed, and still be scanned. QR codes can be generated with 0%, 10%, 20% or 30% error correction rates built in. Building in the 30% error correction rate adds more noise (extra boxes) within the code, but those extra boxes within the code can then be removed to make way for a logo or other interesting imagery.
If you use a QR code with 0% error correction, the code will look more streamlined, but opportunities to brand the code by adding in a logo are very limited. Removing or obstructing a single box within a 0% error QR code could render it unscannable.

Apply a Trial-and-Error Process

Technically, it is possible to mathematically compute which boxes in a QR code are the buffers that can be removed, but such computations are generally unnecessary. By applying a simple process of trial-and-error, anyone can begin applying their design techniques to a code and then test for scannability.
Be sure to test your code’s scannability with multiple QR readers, ideally three or four. Some readers may be able to overcome some stylistic elements of your designer code, whereas others will not. Deploying your code without testing for scannability is designer malpractice and can cause serious heartache with clients. It is true that even with reasonable precautions, designer codes may still be difficult to scan, so you must always weigh the costs of scanning difficulty against the benefits of designing a code that is eye-catching. If a designer code takes more than a few seconds to scan, it probably needs to be redesigned.

Conclusion

In the end, creating branded QR codes is as much art as it is science. The mathematical qualities of a QR code and the impact of a clever design can truly elevate a QR code to the point where the code becomes the central artwork of a piece of marketing collateral. Applying designer best practices will enhance scanning conversion rates and effectively augment an offline item with online capabilities.
It is only a matter of time before QR codes hit mainstream. Knowing how to innovate both in technology and design, and how to implement a QR code in the right way for your business, will keep your brand on the cutting edge of marketing and technology.

* QI = Quite Interesting

Sunday, 21 August 2011

Video production and QR codes -a match made in heaven

QR-Code Readers

If you are looking to download a QR-Code reader (software) so that you can scan and read mobile barcodes (QR-Codes), you have come to the right place. We have compiled a list of the best QR-Code reading software available to download on the internet. If the QR-Code reader is not on our list, it's not worth worrying about.

Please find below available reading software and information about how to download and install the QR-Code readers.

Gnu recommends..

Software

Please select a software vender from the list:

KAYWA Reader

Instructions

You can download the KAYWA reader directly to your PC or MAC and then use bluetooth or a USB cable to transfer the files to your mobile phone (requires registration) or you can download it directly to your mobile phone by visiting the following web address:http://reader.kaywa.com/ - Kaywa will then check to see if your mobile phone is compatible with their software.

Compatibility

From the KAYWA website, it appears that only Motorola, Nokia, Samsung and Sony Ericsson mobile phones are supported. If your phone isn't listed, provide your email to receive updates on new launches.

Quick Links

Nokia Reader

Instructions

Alternatively, if you do not have the software, you can use the following method to download it; please visit the Nokia N80 device page on the Nokia website. On the left hand menu, select 'Phone Software', then 'Smartphone'. Scroll down the page until you see 'Barcode reader'. Follow the link and instructions and you can download the software to your PC. You will then need to download the Nokia PC Suitein order to transfer the files to your mobile phone.

Additionally, if you have the download application on your mobile phone, you can use that to get the reader.

Compatibility

From the Nokia website, it appears that only the Nokia N80, N93, N93i, N95 and E90 support the reader. This will more than likely change as new phones are released with better image capturing software.

i-nigma Reader

Instructions

You can download the reader directly to your mobile phone by visiting the web address: http://www.i-nigma.mobi/ which will automatically detect if your mobile phone is compatible - or you can send a SMS (text message) containing i-nigma to: +44 7797 882325 and you will be sent the link to the software.

Compatibility

The i-nigma reader is supported by the following mobile phone manufacturers: Dopod, HTC, i-mate, LG, Mio, Motorola, Nokia, Orange SPV, Palm, QTek, Samsung, Sony Ericsson, T-Mobile, Cingular, O2, Sprint, Swisscom, Verizon, Vodafone and more.

Quick Links

Lynkee Reader

Instructions

If you are looking to download the lynkee reader, point your mobile phone at http://m.lynkee.com/ and once loaded, select your device from the drop down list.

Compatibility

The lynkee reader can scan multiple forms of mobile barcode, including QR-Codes, Datamatrix and EAN13. The lynkee reader is available on a wide variety of modern smartphones including iPhone, Blackberry, Sony Ericsson, HTC, Motorola and Nokia.

Quick Links

Compatibility

Download

Thursday, 18 August 2011

The final installment of Video Production Guide : Which company to choose

CHOOSING A VIDEO PRODUCTION COMPANY

Having read this guide, you should have a better understanding of

what‟s involved in video production and can begin the search for a

suitable video production company. There may be many companies

suited to your requirements, but the following suggestions will help

you to narrow down the scope to a shortlist of potential candidates.

Where to look

Generally, the safest option is to select by recommendations, since

a satisfied customer is testament to the quality and service a

company provides. You may have seen videos that you like which

are similar to what you want and be able to find out which company

produced it.

Online directories may list video production companies and related

businesses and services. This is where the Approved Index, the

UK's leading online business to business referral service, proves

invaluable, with a list of established, proven video production

companies on its books for you to contact. You can complete a

simple form on our website and receive up to six free quotes from

video production companies. You will still have to choose one

company to work with, so here are some things to consider.

Specialists

This guide should help you understand the types of video and the

services required for your professional video production. With this

knowledge, you can judge how suitable a particular company is

based on whether they have skills and experience in the right areas

and for the type of video you want.

Experience with your industry

In order to produce the best possible video for your company, a

video production company really needs to understand your business

your core values, what sets you apart from others, and your

customer base. Experience in your industry can therefore be an

invaluable quality, as it should mean that the company already has a

lot of this understanding.

Portfolio and sample work

Thanks to advances in technology, you can probably see a video

production company‟s portfolio on their website. In any case they

should be able to provide you with samples, and this can be more

useful, since web-based video is usually highly compressed, and if

your video is not intended for use on the web you will want to see

what the company‟s work looks like on a TV screen or projector.

When looking at samples of work, you should easily be able to

assess the quality of the production in a number of ways like the

technical quality of the video and sound. Don‟t forget to think about

how the videos make you feel – it may seem a bit strange but a

large part of the effectiveness and ultimate success of video is the

emotional response it evokes.

Stability

In this current climate, it is important to make sure that a company is

solvent and has the ability to survive. You don‟t want a company

going bust midway through your video project. Our recommendation

is to view the latest accounts to ensure they have made no

significant losses recently. It is also worth considering using Equifax

or Experian for company credit worthiness checks.

Get references

A video production company should be able to provide you with a list

of satisfied clients who you can contact. Talk to the referees about

the company‟s services and delivery, and find out what they are like

to work with on a practical, day-to-day basis. Did they help

developing the concept for the video, and suggest way to make it

more effective? How did they organise and manage the production

process, in particular the actual shooting? Having a good working

relationship with your designer will make the process much easier

and result in the best outcome, so take the opportunity to get honest

opinions. This is particularly useful if the referees‟ companies are

similar to yours.