Marketing a Sculptor (or anyone or anything for that matter)

If you’re English, you’ve probably heard of Lancelot ‘Capability’ Brown, England’s most famous landscape architect.

Last year England celebrated the 300th year of his birth with events around the country all year long.

Brown was responsible for the landscapes of over 170 of Englands most famous estates. And, in England, when we say ‘estate’ we mean BIG house with LOTs of land. If you’ve ever been to England as a tourist visiting any one of these famous estates, chances are you saw Brown’s work, never realising that those ‘natural’ landscapes you were looking at were created by a landscape architect.

If you haven’t been to England but have seen Downton Abbey (filmed at Highclere Castle), well, that’s Brown too.

Anyway, one might assume there’d be a statue of Brown somewhere in England after all that time, but until a few days ago, there wasn’t. Nor were there any plans for one, even though a £1,000,000 was spent celebrating Brown’s birthday last year.

Enter my wife, Laury Dizengremel, sculptor.

Well, watch the video to see what happened. But the purpose of the video was not to simply document the making of the statue and it’s ribbon cutting on the Thames River in London last week. Rather it was to market the sculptor. And you probably wouldn’t think that when you watch it.

This brings me to something mentioned in an earlier post when I referred to a new chapter for the print release of the Run ‘n Gun Videography book (which, sorry, I haven’t gotten around to doing yet. The chapter, yes. The update, not yet).

The Chapter is called Marketing Viewpoint.

It’s simple. In order to market effectively you have to assume the viewpoint of the eventual target audience.

In this case, it’s a rather small audience–people who want a bronze statue made.

So, if you can remember, when you watch the video, try to assume the viewpoint of someone shopping for a sculptor to make a bronze statue that costs anywhere from $40,000 to $90,000 and up. That’s not money spent lightly. One has to do one’s homework.

Tell me what you’d think as that prospective statue buyer after you watch the video. Would you contact her?

In related news…

The other by-product of my trip to China is this video of Laury telling the story of how that whole ‘China Connection’ thing came about years ago…

Pure Frickin’ Genius–Jon Belew’s Light and Shadows Plugin

 

Lights and Shadows–A Must-have Plugin for FCPX by Jon Belew

Last week I watched Jon Belew demonstrate his new plugin, Lights and Shadows. It was a brilliantly done demonstration. He’s a very good teacher. (He also offers Skype training services incidentally). Anyway, I’ll link his video below because it’s much more informative than my trial attempt here, but when you watch it I think you’ll agree with me that this is one of the best and most useful plugins ever developed for FCPX. I don’t think there’s even one like it for any other NLE.

It gives you the opportunity to add any one of 6 main lights, a whole bunch of atmospheric lights, and, if you download his Cucoloris plugin (which is currently free), you can add in a number of window effects and even bring in your own custom ones. And, of course, there are a number of parameters on each that are controllable, giving you an infinite number of possibilities.

Why would you need this?

Well, as a run and gunner, I do have and use my lighting kit. But too often the circumstances of available location, backgrounds, colors, etc., are far from ideal. So one does the best as one can in the short time allotted.

I just got it today and played around with it for about 20 minutes.

I took a frame from a recent corporate video where I had that awful combination of bad problems. 1) It was night, so no window light. 2) I was forced to use 3 different light sources (my own 2 LED panels, one of my Floros–because I needed some fill–which the controlled ambient light from windows usually takes care of), and 3) I had to use portions of the overhead florescent lighting, 4) The walls were green (corporate colors) , 5) The interviewee was wearing the same green.

Embarrassed as I am to show it, here’s the original shot out of the camera.

You can see I have a key light up and to his right and a kicker/backlight to his left (because there was no room to properly position a backlight).

I added just enough fill and exposed it so that he was separated from the background which was more or less lit by the overheads.

I then graded it with FCPX Color and Color Finale Pro and got this:

Then I used CoreMelts SliceX Vignette Shape Mask, which looks like this in the viewer (after manipulation):

This was the final look:

Not a bad recovery. I must say, the CoreMelt Slice X Vignette mask is the best on the market and the only vignette that gives you various parameter controls so you can shape it any way you want.

So, for my little test, I took off the vignette and played around with Lights and Shadows. If it was for real, I probably would have spent a lot more time on it to get it just right, but I must say, it was a lot of fun seeing what could be done even on a rudimentary basis. With more practice, I should be able to master it.

 

Here’s another before and after:

Here’s Jon’s video.

Do watch it. You’ll be impressed, I’m certain.

Here’s his web site. (the plugins are under the ‘FCPX Effects’ tab):

https://jonbelew.com/

A Family Video

I wasn’t going to share this public at first, but just watched it recently and thought I would for an interesting reason.

I follow a lot of video groups on FB and Linked in.

One thing that comes up a lot–and I do understand it–is requests for what is the best stabiliser. Frankly, there are some new fantastic ones out there, and one day I might even buy one. But it’s low on my list and may never happen.

The most recent request asked if the expensive ones were better. My reply was along the lines…”yes”.

That said, back in my day of using a Steadicam, they cost something around $30,000. Maybe they still do. A cheaper alternative at the time (the 90s) was the Glidecam. I used that too. The Steadicam was way better.

So even though prices are down, you get what you pay for.

But do you really need one?

Depends what you do, of course, but my view is that technology isn’t there to correct bad camerawork. And that seems to be the inspiration behind some of these posts. “What’s the best stabiliser?” “What’s the best post stabilisation program that’s free?”

Nothing beats good camera work to begin with. That takes time and practice. In this age of technology, some people seem to think it’s there to solve their inadequacies. I beg to differ.

Anyway, if you’ve read my book Run ‘n Gun Videography–The Loner Shooter’s Survival Guide, you’ll know that I follow the ‘less is more’ philosophy when it comes to equipment.

I have 3 small cameras. All Sony. The NX30, X70 and RX10ii.

In this video I had the NX30 along, the oldest of the three.

I bought it because of it’s stabilisation technology. I didn’t want another bag with more kit requiring more time to set up. I wanted a camera that was a wingman for run and gun work. Something that would let me keep my attention on the job, not on the equipment.

I never use tripods, except for sit down interview. Never. And for the same reason.

So, it follows, everything in this video is hand-held.

Would anyone notice?

Beyond that, it may have no interest for most viewers. It’s a family video that only means something to those involved. My wife is French (she’s the one trying to get the others to dance at the end of the video), and what you are seeing here is the beginning of the move from the last family home in Saint Saens, France. All the others are long gone. This is the last one, and this is the last walk through the garden by father and daughter, a father who inherited the house decades past and spent all those years carrying on the stewardship of a house that was in the family for 300 years.

I only started shooting clips over the last two days there, so had little to choose from. The song was played on our last evening there (in the scene where they are all drinking calvados), so copyright issues aside, that was obviously the one to use. Made for an easy edit too.

Most of the shots were candid, except where they obviously knew I was there.

Yea, one shot is through a dirty window, but what I captured there was priceless.

The girls cried and cried. Watched it several more times and cried even more. (That’s a good thing).

Moral of the story: Quit worrying about your equipment and get your attention out there capturing things that matter to people and clients.

(as a note, the one weakness of the NX30 is lack of ND filters, and thus some difficulty in rendering details in bright exteriors)

 

 

When The Interview Is Just Too Good

I covered pretty extensively in the book Run ‘n  Gun Videography–The Lone Shooter’s Survival Guide the secret of interviews and how to edit them.

The problem, of course, is that most of the people you’ll be interviewing have either never been interviewed before or they’re marketing people who have tons of ‘talking points’ stacked up in their heads that they just roll out when a questions seems somehow vaguely related.

In the first case, if you don’t handle it right, they will come off weak and unconvincing because the person is introverted and not speaking from the heart.

In the second case they will come off weak and unconvincing because the viewer will instantly recognise the marketing hype, immediately reject it and go to the ‘user review’ section to find out what real customers think about the product or service.

In either case, editing becomes the task of creating a narrative that best forwards the marketing message. And in both cases, this is achievable–sometimes better than other times.

Anyway, we ran into an unusual situation recently.

For starters, the production executive in charge of the multi-million dollar installation was surprisingly young. He was also very well spoken.

The 25 minute interview for the 3 minute video was almost 100% usable just as he said it.

What to do?!!

First off, this was a testimonial-driven corporate video as most of mine are. In other words, we are interviewing the client’s client. The video is for Company A who have produced a product or service for Company B. We don’t bother interviewing Company A (the producer) because of course they are going to say their product or service is wonderful. But is it really? Let’s ask their customer–and that’s the strength of corporate videos based on customer reviews. The viewer doesn’t have to scroll on down to the user review section because this video IS a customer review.

Anyway, turns out it was very difficult to cut this one down to 3 minutes. There were so many options.

Usually I have bits in there at the beginning and end talking about the producer of the product or service (our client). And in the middle a bit about the actual product or service.

Every version of the edit using that template was just too long.

In the end I opted to have the interview only talk about the producer (our client), not what they produced (and industrial automated conveyance and sorting system).  Even that was hard to get down to 3 minutes.

This does pose a small problem: Normally the B roll in the edit should roughly correspond to what is being said. That’s integrated story-telling and easy to follow.

In this case, while he talked about the company that provided the service, I had no choice but to show in the B roll the actual system that was produced. Of course the two are related, but he’s not talking about what I’m showing.

Marketing Viewpoint

In an upcoming update of the Run and Gun videography book mentioned above there will be a few more chapters that I wrote a few months ago. One of them is called ‘Marketing Viewpoint’. In essence, one has to assume the viewpoint of the eventual target audience you are selling to. It’s what they want to know that’s important, not necessarily what the video client wants to say. The video is for future customers, not the board room executives.

In the case of this video we knew that the potential customer for a multi-million dollar automation system would well know what such a system looks like and does. He’ll have done his research. So he’ll be far more interested in what an actual user thinks about the product than having the system explained. The purpose of the video is to get him to contact our client for more information. It is then that he can ask more questions or arrange a meeting. Job done as far as the video goes.

As you, reader of this blog, are probably not in the market for warehouse automation, most of this might go over your head. So you might have to watch it twice. First listen. Then watch. You’ll find, in both cases, that the video showcases our client’s service, but it is the narrative that is doing the real hard-sell.

The following videos were directed and produced by Leapfrog Marketing (Alan Myers – 0116 278 7788) in association with The Video Whisperer.

2fer

(Two for the price of…)

After the shoot the client requested of Leapfrog that I send them the raw GoPro footage unedited. I did.

They like it so much they asked for an edit (you know, take out a few of the bobbles and add some titles).

I decided to take my chances and do something a bit different, so I crossed my fingers and we sent them this:

 

A Great Cartoon Program from FCPX Effects.com

Apologies for being quiet lately.

Anyway, I recently had an interesting project. Kind of a hybrid ‘white board video’ but using live action.

In this case, the client wanted, in part, to show off their new facility–an innovation center where new clients can come in and be advised on specialised packaging using multi-functional computer screens, 3D printing, small scale models–and just about anything they’d need to determine the precise packaging they will require for their products.

As this would be the sort of video that would play on a loop in reception (in addition to being a sales tool), it was decided to have no spoken audio track.

Instead the ‘actors’ would more or less pantomime while white-board-style hands would write on captions and the speech content would be in cartoon ‘talk bubbles’.

Not being a fan of pure ‘white board’ videos, I thought this was an interesting challenge.

It was my thought that to come off it should have a bit of a cartoon aspect to the live action, so I tried some existing programs I had from Pixel Film Studios, but found they were limited in parameter controls.

Eventually I found a great company with lots of cool FCPX programs that are very rich in parameter control: FCPX Effects.com.

I bought and tried out their ‘Cartooner’ program and submitted a version.

The company opted for the version without the effect, so I’ll show the full approved version first, followed by a short sample of the same video with the cartooner effect for info as I think some of you may find this useful either for production purposes or just for a bit of fun.

The following video was directed and produced by Leapfrog Marketing (Alan Myers – 0116 278 7788) in association with The Video Whisperer.

Cartooner Effect Test

 

Behind-the-Scenes Video, Run and Gun Style

That's me, The Video Whisperer, all dolled up for a cameo in 'The Wyrd'.

That’s me, The Video Whisperer, all dolled up for a cameo in ‘The Wyrd’.

Wyrd

From Wikipedia, the free encyclopedia
Wyrd is a concept in Anglo-Saxon culture roughly corresponding to fate or personal destiny. The word is ancestral to Modern English weird, which retains its original meaning only dialectally.
Last March I did my first ‘behind-the-scenes’ video of a film shoot run and gun style.
Maybe that’s how they’re all done, I don’t know.
It’s a short film called ‘The Wyrd’ featuring Richard Rankin and Ella Road scheduled for release at various film festivals over the next several months. It was written and directed by my step daughter and shot in the woods behind our cottage in the East Midlands.
For 5 days I went out occasionally and shot footage of the crew at work. I also did some shooting of what they were shooting.
On the last day I stole some talent and crew off the set and did some interviews.
It then took me about 3 days to put this edit together.
Shot on both my Sony HXR NX30 and PXW X70 at 50p.  All hand-held except for sit down interviews.
Edited on FCPX with Color Finale.
Neat Video noise reduction used on some of the night scenes.
Note: This upload took 6 days on my super-duper English countryside broadband. It’s got a glitch toward the end and Richard Rankin’s face came out a bit too red in the interview, both of which I’ll fix one day when I’m near a faster broadband.
If you haven’t read Run and Gun Videography–The Lone Shooter’s Survival Guide, everything about shooting this sort of thing is covered in that eBook by The Video Whisperer.

Upselling

tcc-grab

Giving a Client More Bang for the Buck

Many months ago I recall making mention of a project I was working on with Leapfrog Marketing that was particularly rewarding. But I wasn’t able to share it or any of the additional videos that resulted at the time because their public release was predicated on the culmination of a marketing strategy, including a new website.

On a hunch, I checked their website tonight (having done so several times over the past few months to no avail), and viola!  Their new website is now up with a couple of the videos embedded on the home page that played very nicely. I was impressed. After a quick check I saw that all 9 videos were on the site.

So now that they’re public, it’s fair game and I’ll share them with you here.

As most of you who follow me probably know, I’m a video guy firstly. Marketing is not actually my strong suit. But since video is all about MESSAGE and marketing is all about MESSAGE, it is inevitable that even I can turn one video commission into multiple ones.

So I called this post ‘Upselling’.

Honestly, it’s something any sales person would do in almost any circumstance. And many of us find that quite annoying.

But this is really about educating a client who may not fully realise how unique or valuable his product or service is and offering him a way to maximise the value of a video commission. It’s a win-win situation.

In this case, the client wasn’t actually my own. It was the client of a marketing firm, Leapfrog Marketing, that uses my services. But no matter if it’s my client or the client of a Marketing firm, (and I do this in both cases) if the initial brief for video services indicates to me that multiple properties can be obtained from the main shoot for the benefit of the client, I would be remiss to not mention it and the potential economy and benefits in doing so right at the outset.

In my experience, in most cases, the client goes for it.

The math is simple.

One shoot day, one video.

Or one shoot day, 3 videos obtained from the same original shoot material at a considerable discount.

It requires planning, and the additional cost of the additional editing, but offered up front as a package discount, suddenly your one video becomes 3 and your $2000 becomes $3000 for an additional two days work. (Those numbers are completely arbitrary, but give you the idea…)

In this case, with Leapfrog’s client Total Community Care, it became evident to me almost immediately that their brief had the potential of multiple video products from the requested shoot of a single video that would be to THEIR benefit.

I don’t remember if I mentioned this straight off, but certainly once I shot the initial video (several interviews and relevant B roll), it became evident to me that at least 3 more testimonial videos could be edited from the same material.

They agreed.

So one video became 4.

They were so pleased they requested a second video; this time at their corporate headquarters featuring the executives.

This time I noted that they had enough material from the executives for the initial video they requested PLUS 4 more videos from those same interviews that answered Frequently Asked Questions (FAQS).

They agreed.

One video commission grew into 9 videos.

So that’s it on how to increase your income.

Now back to ‘video guy’.

The reason this project was so enjoyable was because the people were so interesting, and interesting people make for an interesting story.

As in almost all my videos, they are interview driven.

I (or we, in the case of Leapfrog Marketing) go there with no preconceptions of what should be said and we just interview the people.

It is my job to take the hours of interview and distill them down into the marketing story.

These videos were mainly about a Care Company that specialises in caring for paralysed patients with spinal or brain injuries.

My only opportunity for B roll was to shoot as much footage as I could of the interviewees whenever I could in the limited time they were there. That was made slightly difficult since they were often arriving during another interview (and all I could really shoot was arrivals, departures and whatever activity occurred in the lounge when I was not shooting an interview). So whenever I was between interviews I ran around like a banshee shooting whatever I could. In the end, I used every last scrap of it.

The primary video (the original one asked for) was 7 minutes long.

Might seem a bit long, but here’s where you just don’t get stuck on some arbitrary time limit like you read about on internet forums? Consider your intended audience.

If you’re paralysed and are looking for a care company, the length of a video has absolutely NO BEARING on whether you are going to watch it or not. It’s the content that matters. You have nothing but time.

It’s not that I made it unnecessarily long. I feel I made it long enough to get the point across with clarity, conviction and emotional impact. I made it for the potential new client for Total Community Care.

Marketing is a subject designed to CREATE WANT. Time (‘videos must be 2 minutes or less due to attention span, blah, blah, blah’) is irrelevant.

Make up your own mind. If you were paralysed and unable to get out of bed or go to the toilet without assistance, much less go shopping or go to the pub, would you watch this?

Primary Commission video

All of the following videos were directed and produced by Leapfrog Marketing (Alan Myers – 0116 278 7788) in association with The Video Whisperer.

(Shot on Sony PXW X70/Sony HXR NX30, Edited on FCPX, with Color Finale)

 

And the videos derived from the two shoots:

Testimonials

2nd Shoot, TCC Execs

And the FAQ videos derived from that shoot

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