Our Video Marketing System

On commercial set for Get Ready Global
On commercial set for Axess Law
Canon Camera on DJI Ronin
FROM STRATEGY, IDEATION & SCRIPTWRITING TO
DISTRIBUTION, AD BUYING & DATA ANALYSIS...
WE HELP YOU SELL MORE.
HERE'S HOW:

Although Video Production & Marketing is generally a 7-step process (Research, Ideation, Scripting, Pre-production, Production, Post-production, Distribution) we believe it’s the first 3 that are the most important.  Without the right concept, prepared for the right audience with the right goal and intention - amazing execution and editing don’t matter.

 

It may look pretty, but it will miss the mark emotionally and fail to connect to the audience, thus wasting time and money.  We don’t want that.

 

So we invest our time and energy heavily in the front half of the process, so not only do we end up with a successful video/commercial/campaign, but it actually makes the pre to post production process easier.  Having clear goals, an aligned vision and strong creative makes all the latter decisions simpler.

STEP 1 - RESEARCH & DEVELOPMENT
We believe in a very thorough R&D phase
  • Research business & competition

  • Client meetings for details about business

  • Determine what video sales tactic to best use

  • Create 5 keywords that encompass heart and soul of business & product (filter all decisions through these keywords going forward)

  • Main character/avatar creation representative of ideal client demographics/psychographics: pain points, desires

  • Determine where video/videos will be utilised in sales funnel

  • Determine scope of production based on budget

STEP 2 - IDEATION & BRAINSTORMING
Great ideas come from a great process
  • Creation of multiple concepts based on: Main character/avatar, 5 Keywords, sales objective, product/service, genre, and CTA (call to action)

  • Narrow brainstormed ideas (ideally 10) down to 3 favourites

  • Loosely outline/structure 3 favourite ideas & rough estimate for evaluation/impact

  • Determine winning concept

  • Outline concept into more detail + add any cut-downs or other variables that impact budget/decisions

  • Budget everything for final approval

STEP 3 - SCRIPTWRITING
Great video has to start with a great script
  • Structure script in more detail:

  1. Hook - grab their attention

  2. Identify the gap - client problem/pain points vs. desire/solution

  3. How client offer bridges the gap, is unique, better than competitors, use visuals, 

  4. Call to Action (CTA) - Make it clear what the next step is

  • Write & re-write the script to perfection with testing

  • Be sure to write in at least 3 different hooks & CTAs for testing

  • Determine if there are cut-downs for other distribution purposes

  • Revisit final script(s) for production vs. budget to make sure they align

STEP 4 - PRE-PRODUCTION
Successful execution is based on impeccable planning
  • Scheduling of all stages of production as well as shooting days

  • Prepare contracts for talent, crew, locations, catering

  • Location scouting

  • Casting/Crewing

  • Props, Wardrobe & equipment booking

  • Storyboarding/mood boards

  • Shot lists/previz

  • Test shots

  • Call sheets

STEP 5 - PRODUCTION
A great team, equipment and planning drives production success
  • Film according to script(s)

  • Catering

  • Pick up/drop off gear scheduling

  • Media management/DIT

  • Dailies review (as need be)

  • Transport

  • Location/unit moves

STEP 6 - POST-PRODUCTION
Where amazing creative continues
  • Digitize/organize footage

  • Edit according to script(s)

  • Audio mix: music/dialogue/sound effects/sound design

  • Colour correction & grading

  • VFX/motion graphics/compositing

  • Brand logo animation

  • 2 x re-edits after first cut per video (3 edits total)

  • Test & tweak with test audience feedback

  • Multiple versions with different hooks/CTAs for testing

STEP 7 - DISTRIBUTION
Turning your video into a sales making machine
  • Build Landing page/sales page (as need be)

  • Research and build audiences, keywords, etc.

  • Distribute video to Youtube, FB, etc. as targeted ads

  • Point all ads back to landing page for controlled metrics

  • A/B test videos with different hooks/CTAs

  • Settle on most effective video(s) and continue

  • Adbuying (multi-platform) & remarketing

  • Track all results for ad effectiveness & ROI

  • Ongoing support, data analytics reports, ROI tracking