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VIDEO MARKETING: SHOOT, DISTRIBUTE, LEARN & OPTIMIZE Jakarta Content Marketing Meet-up Organized & Sponsored by: EVENT HASHTAG : #IDMJM ASK QUESTIONS TO : @GET_CRAFT
VIDEO MARKETING: SHOOT, DISTRIBUTE, LEARN & OPTIMIZE Jakarta Content Marketing Meet-up
Organized & Sponsored by:
EVENT HASHTAG : #IDMJMASK QUESTIONS TO : @GET_CRAFT
120+ SUCCESSFUL VIDEOS PROJECTS TO DATE
GUEST SPEAKERS
Piotr Jakubowski
CMOGO-JEK
Nicole PrzybylskiMarketing Director
Sriboga Food Solutions
Haswar HafidAgency Partner
Steve AstonVP Production
GetCraft
INTERESTED IN SPONSORING THE NEXT JAKARTA CONTENT MARKETING EVENT?• Included in our communication to
2,500+ marketing and media professionals from 200+ companies
• Opportunity to give a 5-10 minute introduction about your company
• Great way to build thought leadership, get new clients and recruit the best talent
• Sponsorship packages start from IDR 5 Mio
WHO AM I?
• VP Production at GetCRAFT
• Over 19 years production experience
• Setup / ran 3 highly successful creative & production units at Ogilvy H&O, Bates Rocket and Publicis.
• Have lived & worked in three different countries: Indonesia / Singapore / UK
• A guest speaker at previous GetCraft video event, liked it so much, I joined them.
VIDEO FEAR
Below is a typical TVC production workflowSCARY HUH
Pre Production33 steps
Production1 step
(+ many decisions on the day)
Post Production19 Steps
53 Steps!!!
Homepage videos are shown to
increase conversion rates
by 20% or more.
- ReelSEO
64% of consumers are more
likely to buy a product after watching a video about
it.- comScore
59% of senior executives prefer
to watch video instead of reading
text.- Forbes Insight
Only 24% of
brands are using online
video to market to consumers
- Kantar Media
PRICE TRADE OFF
What is the most cost effective way to produce a video?
How will this impact your budget?
VOLUME = LOWER COST PER VIDEO
LOWER CPV (COST PER VIEW)
SO…..
VIDEO TYPES IN AIDA
Emotional
Rational
Awareness Interest Desire Action
VIDEO TYPES IN AIDA
Emotional
Rational
Awareness Interest Desire Action
How-T0
Social
Event
VIDEO TYPES
Eventhttps://youtu.be/hMP6Qk43hLA
How Tohttps://www.instagram.com/p/BEFhFjmK61k/?taken-by=meyrickwill
Socialhttps://youtu.be/Bm2qE56OwYI
VIDEO TYPES IN AIDA
Emotional
Rational
Awareness Interest Desire Action
Corporate Profile
Explainer / Motion Graphics
VIDEO TYPES
Corporate Profilehttps://youtu.be/BcWIj9usSf0
Explainer / Motion Graphicshttps://youtu.be/odRlqO9_xgk
VIDEO TYPES IN AIDA
Emotional
Rational
Awareness Interest Desire Action
Creative / Sponsore
dOnline TV
Show
VIDEO TYPES
Creative / Sponsoredhttps://www.youtube.com/watch?v=Dtb6fuRYl_I
Online TV Showhttps://youtu.be/blLmubgV1uY
VIDEO TYPES IN AIDA
Emotional
Rational
Awareness Interest Desire Action
Online Product Ad
Documentary
VIDEO TYPES
Online Product Adhttps://youtu.be/0K3Rh6vcfg8
Documentaryhttps://youtu.be/uVDPQ_tocOY
VIDEO TYPES IN AIDA
Emotional
Rational
Awareness Interest Desire Action
How-T0
Online Product Ad
Social
Corporate ProfileEvent
Explainer / Motion Graphics
Creative / Sponsore
dOnline TV
Show
Documentary
KEY PRODUCTION
STAGES
PRE PRODUCTION
1. PRE PRODUCTION
7 THINGS NOT TO SKIP BEFORE SHOOTING
2 STB / Mood board: Helps clients visualise what you are looking to create.
1
3
4
5
6
SCRIPT: Separate out Speech and Action, be clear about it.
TALENT: Agree on talent (gender, physical appearance, age, experience)WARDROBE & PROPS: Often overlooked, lock down talents appearance, will they need props to help make the video easier to understand? LOCATION: Will it resonate with the target audience, or is it misaligned?GRAPHICS TREATMENT: Any onscreen text like Supers or Illustrations need to be included to help make the video easier to understand?
7 MUSIC: The selection of the right track is key to the mood and helps balance out all the above.
2. PRODUCTION (THE SHOOT)
SHOOT: CLIENT DO’S & DON’TS
PRODUCTION
DO• Do attend the shoot• Do comment on anything you feel is missing
from the Pre Production meet• Do consult with the Director on alternative
scenarios
DON’T• Don’t become the Director• Don’t request too many optional shots or
optional wardrobe, as this will squeeze the shoot timing
SMART CONTENT
DISTRIBUTION
3. POST PROD
6 STEPS BEFORE DELIVERY
SMART CONTENT
DISTRIBUTION
2 SUPERS: Agree on rough outline of text, font, position and motion (if needed).
1
3
4
5
6
OFFLINE EDIT: First review of structure agreed in Pre Prod. Here you can adjust timing & selection of specific shots.
MUSIC: From music track approved in Pre Prod meet. Here you can change the track if doesn’t fit with the first edit.
VO TALENT: Choose from a selection of VO Talent.
VO RECORDING: Here you can request the Talent to adjust their tone of voice to successfully communicate the message.
FINAL SUPERS & AUDIO: The final on screen Text created and laid into the master. Balanced audio track is stripped into master.
Don’t forget
GETCRAFT VIDEO
MASTERCLASS WED 11 MAY 2016
