“Recent research has noted that adding videos to a website can increase visibility on Google, leading to higher page rankings and, subsequently, more visitors to a site.”
Here at SMS, we’ve seen a rise in requests for brief, content specific video presentations that spend less time sharing general information about the company they represent – a traditional approach prior to the Internet age – and more time highlighting specific sales messages. Background and historical information can now be found on dedicated website pages, leaving videos to do what they do best: demonstrating product operation and corresponding innovative concepts.
“Videos are the next best thing to personal relationships in terms of engagement and message sharing,” says veteran producer Scott Norton. “Sometimes they’re even better. A video can be played multiple times at the customer’s convenience and never leaves anything out. They’re also great conversation starters because they cover many basics and allow for engagements to grow in directions that more interest the customer.”
Norton predicts that the speed of production and increased affordability of shorter, more specific presentations will dominate a company’s online presence until the primary source of most company information will be supplied by a shared video link. “The growth in technology allows for a variety of professional-looking presentations, from quick interviews to slick graphics presentations that communicate everything from finely-targeted product information for carefully identified markets to fun and casual shorts like trade-show clips and corporate function footage. We’re already seeing the average consumer sharing video on their phones and tablets everyday, so they’ll be expecting the businesses they interact with to do the same – albeit with better production values and possibly fewer cats.”
Not sure about the cats, but for more from HBJ’s article, click here.
The Client: The Food Innovation Center is a unique business incubation and economic development accelerator program, which is part of the New Jersey Agricultural Experiment Station (NJAES) at Rutgers, The State University of New Jersey. The Center provides business and technology expertise to startup and established food and value-added agriculture businesses in New Jersey and the surrounding region, and they utilize their outreach capacity to reach the food industry throughout the world.
The Project: With a restricted budget, the FIC wanted to promote their core services and their Farm-to-School program which is a statewide nonprofit that works with schools, students, parents, state agencies, other nonprofits, farmers, produce distributors and communities to change the food system choices in New Jersey schools through school garden education promotion and local purchasing. The first shoot was scheduled for early September and a deadline of October 29th, 2014 was set for a key presentation to celebrate their agricultural sector award at the Annual Bridgeton Area Chamber of Commerce Salute to Business and Industry Awards ceremony.
The Approach: The SMS Media Center understood that much of the footage would be collected from the center’s location in Bridgeton, NJ, as well as cooperating farms and processing plants within the region. However, due to a decision to break the project into two distinct videos, it was important to capture images at all locations that could serve both. The script would follow once all shoots were completed in order to best match what would be shown, and specific interviews would be used as both on-camera content and resources for the outline. From a production standpoint, single camera shoots were selected for all locations due to the ease and speed of single setups. Since the majority of footage would be captured in live process of the selected activities covered, careful attention would be required to stay invisible and get the shots “first time”. Natural light was to be the main source of illumination at all locations, with soft boxes used mainly for lighting interview subjects. All footage would be shot in HDV with lavalier mics for audio recording.
The Result: Through the careful coordination of several shoots lasting only a few hours each, enough footage was collected to write the script for both videos and begin editing. The efficiency of the shoot schedule left room in the budget for several stock footage clips that added dramatic production value and both videos were completed on time and extremely well received.
Rutgers Food Innovation Center (FIC)
New Jersey born Melissa is a graduate of the University of Central Florida and her digital media degree perfectly meshes her love of Internet technology and the arts. She’s also passionate about photography and enjoys listening to underground hip-hop music. Melissa was told about SMS by a friend and she found the company’s high-tech industrial clientele and small, close-knit structure to be both a welcome challenge and professionally comfortable. She says, “The variety of clients always keeps things interesting. I would have never expected to be managing websites for producers of glass components or tilt sensors.”
Next door in the art department, Massachusetts native and kayaking enthusiast Caitlin combines her accomplished collegiate lacrosse and catalog design backgrounds to keep SMS work competitive and creative. She, too, likes the family-style structure of the agency. Having joined only three months ago she says, “I already feel at home. Cheryl is my work mom, Anita and Angie my work sisters, and Dave that weird neighbor boy who seems to never go home,” adding, “Dave is a great teacher…this has been such an awesome place to learn everything.”
Everyone at SMS is excited to have both Melissa and Caitlin on board.
4. Use Discounts Only as a Last Resort – While there are many deals out there, be careful not to quickly discount your products and services. Customers are very smart, they know if they can buy your widget for the sale price of $100 today, there’s a pretty good chance they can buy it later at the same price whether you are having a sale or not. Before you offer a discount try to think of other ways to add value to your product or service?