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video advice Archives - Clockwork Creatives

EU Referendum Crisis – The Pragmatic Guide for Small Businesses

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EU Referendum Crisis – The Pragmatic Guide for Small Businesses

So now we’ve had the EU referendum result, where does it leave smaller businesses in these uncertain times?

Many will assume it’s best for companies to hold back on investment and wait until the landscape becomes clearer before embarking on new investments.  Look after the pennies and the pounds will look after themselves, right?

There are three key points of consideration:

  1. Diversifying revenue streams

  2. Timing your investments

  3. Business Competition

Mark Carney - Bank of England

Mark Carney – Bank of England

While economic top brass offers advice and reassurances to investors and big business, Clockwork Creatives is here to do the same for the rest of us who are left running small – medium size businesses.

Revenue Streams

Where else could you sell your products?  For example, at Clockwork Creatives we are devising our strategy to create an additional online presence devoted to recruiting US clients.  This will provide a new revenue stream in addition to our UK presence, securing the jobs our organisation has created.  Where can you obtain new revenue streams?

Timing

Waiting for certainty works only if waiting is profitable.  For most, these uncertain times require urgent action, not stagnation.  It’s always better to have twenty revenue streams worth £1k each than one revenue stream worth £20k.  If you’re reliant on only a few revenue streams, diversify.

Competition

Because many companies will be reducing investment, there will be less competition facing those who can quickly plot a clear way forward.   Not only will companies that move swiftly and decisively be more stable by diversifying revenue streams but will also be in a prime position to grow their market share when the recession ends.

Conclusion

  • Look to brighter landscapes; digital marketing gives you global reach so think outside the box
  • Act now to secure additional revenue streams; invest in the right marketing channels that will be effective in reaching new and wider audiences
  • Adapt & Maintain your marketing investment; you can gain market share during recession by out-marketing the competition, which will pay dividends later.

The Small Business Programme is here to help and guide you through Brexit and beyond.

Subscribe to our blog and Top Tips to get more pragmatic tips & advice as Brexit continues.

How Much is a Video ?

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How Much is a Video ?

£2,500 is good place to start when thinking about video for your small or medium size business.  This is, of course, a huge generalisation.  But we’re putting our faith in you to understand that, and giving you a simple answer in the process.

The sweet spot is typically between £1,000 – below which we wouldn’t be proud of what we’re delivering, and £6,000 – above which one can hit a point of diminishing returns.

However, there are videos produced in a series for a much lower unit price – like our very own Top Tips series – or brand positioning videos like the John Lewis christmas adverts which cost millions.

Here are some examples of productions that we have achieved on this budget scale:

Did you know?
It can be hard to get a grip what financial returns to expect from your digital content. Clockwork Creatives offer a consultancy package; for £49 we’ll help you understand how investment and return will work for your business using tried and tested formulae, and the expert skills of our executive producers.
Becoming an EPI consultant

Becoming an EPI consultant

Meet John

Meet John

Industrial Workwear Interview

Industrial Workwear Interview

The Syndicate Card

The Syndicate Card

EweMove Franchisee Video

EweMove Franchisee Video

About Us

About Us

Why Clockwork Creatives ?

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Why Clockwork Creatives ?

Hiring us to produce great quality digital content and strategically manage the flow of visitors to that digital content is essentially a “put money in, get more money out” machine.

We’ve working with countless clients over the years to bring their marketing objectives to fruition.

But how?

Clockwork Creatives - Digital Marketing Strategy and Content Production

Well, at the most basic level, if you have normal quality digital content – a website for example – you’ll convert 1% of traffic to your website.  But a great website, with video content and a streamlined user journey, will get you a higher conversation rate.  10-20% is reasonable, but let’s be conservative and say the better website converts 5% of traffic, instead of 1%.

That means for every £100 spent driving traffic to the website you’ll get five times the return on investment.  And that’s conservative – typical client ROI rates are 10x for us.

So please, don’t bite off more than you can chew.  Don’t naively count visitors has your only key performance indicator.

There are so many variables and the financial impact of a campaign succeeding or failing is orders of magnitude greater than the costs of running it.

So why take chances with your business?  Take expert advice instead.

Talk the experts for free today on 020 717 55388 – and remember to claim your 20% off any quote this month.

We look forward to working with you to achieve success.

Clockwork Creatives - Digital Marketing Strategy and Content Production

The Unseen Benefits of Video

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unseen benefits of video

The Unseen Benefits of Video

Nearly all smart businesses are now aware of the power of great video content for marketing. But how many businesses are taking full advantage of their video production to create a wealth of social media opportunities surrounding the video itself ? 

There is so much more that can be gained by the smart use of other assets created as part of your video.  The contents gathered from just creating a single video can be creative gold dust for your business’s social media. 

Screenshots for Promotion 

For example, you can use screenshots of key moments in your video, brand it with your logo or appropriate quote and post it on the full range of social media including Facebook, Twitter, Pinterest or LinkedIn. This can be a great way to build your brand image and draw people to your website, YouTube channel or social media platforms.

They can be used as ‘teasers’ to raise the profile of a forthcoming campaign, or remind latecomers to a recent marketing campaign.  If any logo or graphics have been created for your video consider using it as a temporary logo and representation for your brand, again this can be a great route to promotion.  

Trans-Media for Promotion

You can have re-edits of your video created for distribution across different media sites. In the media business this is known as ‘Trans-media Storytelling’ where customised media can be distributed on multiple social media platforms, maximising the benefits of a single video production. For example, Instagram allows 15 seconds of video, so you can really use this to your advantage by creating a 15 sec trailer with the footage you have already obtained from your video. Better yet, if you really want to promote your video create a count down using the characters in your video (If you have characters) and have them create a 7 day count down to the day of your full video release to build social anticipation. Using different video clips and even video blogs on different platforms is a great way to promote your brand.

Reduce, Reuse, Recycle 

Maintaining great social media branding is all about being consistent and relevant to your audience. Reduce time and energy by reusing the same intro and outro graphics or animated logo. Recycle your content by continuous promotion months after your video has been released to draw in new customers who haven’t yet enjoyed your video masterpiece.

Behind the Scenes

We all love watching the ‘making of’ on our DVD collection. Well why not a ‘making of’ about your own video production ?

It could include exclusive behind the scenes footage, interviews on what inspired the video, funny moments, and anything else your viewers may find entertaining !

Summary

So, remember that there are many aspects of even a single video production that can be used to supply you with additional content that can help build your brand relationship with customers.

Don’t forget that when working with a video production company !

6 Mistakes When Purchasing Video Services

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Mistakes buying video

6 Mistakes When Purchasing Video Services

1) Knowing Your Audience

There are almost as many video production companies out there as there are coffee shops on street corners. But how many of them simply want to sell video to make their sales target ?

For a marketing video to really bring a good value return on your investment, it’s vital that the video producers really understand your audience and what engages them. That’s where you come in – you know your audience better than anyone. Beware of any company who doesn’t want to spend the time to really understand your target audience, and what makes them tick.

Remember, the better the video content is targeted at your customers, the better the results will be.

2) Beware of Resellers

There are companies which exist purely as marketing engines, generating business and outsourcing it to freelance producers. This model means nothing that is made for you will actually be the hands of who you think is making the video for you.

Risky at best, and with inflated prices at worst, so if in doubt – ask them !

Clockwork Creatives is founded by producers with everything managed in-house, consolidated costs and working structure to provide you with the peace of mind and quality you need, at affordable prices.

3) Beware of ‘Cheap’ Deals

Every once a while I’ll be talking with a potential client about a production; filming and editing let’s say we have a £700 budget. It’s a small job, but that fee covers the writing, planning, casting, studio, crew, presenter, equipment, editing, delivery and management. And then they say “my mate knows a guy that’ll do it for £200.” Welcome to the world of media recruitment. Too many people want to do it, and not enough people can do it. If you think about what a day rate reasonably is and how long £200 can buy…. Perhaps 2 days of work? And consider that a lighting rig will cost £250/day to hire; you can quickly see it just doesn’t make any sense!

In the best case scenario the product is less likely to deliver the result you desire.

In the worst case they’ll use cheaper equipment, the old-school lights will heat up and start a fire in your office. They won’t have public liability insurance.

4) Post-Video Blues

So, you’ve had your video delivered, but now what ?

Many media production companies that clients use see video delivery as the end of their involvement. But having your video made is really only the start of the next phase of marketing – making that video work for your business !

We see clients as long term partners in an ongoing relationship. Helping our clients achieve the maximum potential of their video helps them be more successful, and ensures our customers come back to us again and again.

So, when seeking a media company for your video production, consider their willingness to advise you and support you moving forward.

5) Budgeting

How to Choose the Budget you Need ?

Always work backwards from your desired result. If you have sales of £10k a month through your website and want to make it £15k a month, you can do the maths and theory to work out what the investment should be and what risk factor there is around it.

You can have a no-obligation 30min call with one of our strategy directors about budgeting for your campaign and receive honest, free advice for your business.

6) Re-using Video Content

So, you’ve had your dream marketing video created and now it’s time to unleash it on the world.

So, what next ? Put it on your website homepage ? Post it on Facebook ?

These days, your clients are probably using a wealth of online platforms to socialise, organise and communicate. It’s really important that potential customers see your video on the platforms they use.

A professional media production company will offer to create versions of your video that’s optimised for each platform:

  • Website
  • Facebook
  • Youtube
  • LinkedIn
  • Instagram
  • Twitter
  • etc

Make sure you get the most benefit from your video investment, by ensuring you get as many versions of your video as required for your target platforms.

Interview Videos

By | Interviews, Marketing tips, special offers, Video Tips | No Comments
Interview Videos - The Power of Being on Camera

Interview Videos – The Power of Being on Camera

If your business provides a skilled service, no one can represent your company like you and your colleagues.

Interviews are a powerful way to represent your business to a wide audience, even if you don’t like public speaking. Even, if you don’t have any camera experience.

Interview Video Example 1: OXYGEN

In this example we stick entirely with the interview footage, only cutting once to show the location as a “board room”.

Our skilled interviewers make delivering this kind of video as easy as having a conversation. Through questions and conversation they will direct and guide you to deliver the right lines that they know our editors and the director will need for the video in post-production.

Interview Video Example 2: EPI Seismic Consultants

In this video we use more cutaways to illustrate what is being said. Sometimes animations can help illustrate more intricate points.

Music in both is used in all these examples to different effects, based on topic and brand representation; i.e. how you want to be seen.

Interview Video Example 3: Industrial Workwear

This one also uses other video elements; motion graphics, location filming and a presenter. See for yourself how the interviews play a key part in portraying the staffs’ wealth of knowledge and experience.

Speak to us about interviews with your team, or any kind of video marketing project, this month for 20% off!

Clockwork Creatives - Special Offer Feb 2016

Step 3 – Post Production: Part 2 – Titles

By | In-house Video, Video Tips | No Comments

Post Production Titles

For help implementing our guide please refer to these technical guides, depending on which software you chose to work with:

Software Technical Title Tutorial
iMovie https://support.apple.com/kb/PH14702?locale=en_GB&viewlocale=en_US
Windows Movie Maker http://windows.microsoft.com/en-gb/windows-vista/add-movie-titles-and-credits-in-windows-movie-maker
Adobe Premiere Elements https://helpx.adobe.com/premiere-elements/using/creating-trimming-titles.html
Sony Vegas http://www.sonycreativesoftware.com/webhelp/vegaspro/13/enu/index.htm#Titles.htm
Adobe Premiere Pro https://helpx.adobe.com/premiere-pro/using/creating-editing-titles.html
Final Cut Pro X http://www.macworld.com/article/2012195/create-cool-video-titles-in-final-cut-pro-x.html

Now let’s focus on the interesting bit; using these abilities to turn a profit. What makes a good title? How does one make a good title great!?

Font & Colour:

Use your existing brand fonts if possible. You probably have 2; one for the logo itself and major titles and another for everything else. You also probably have 2 or 3 font colours, consider the primary colour for headline titles and your secondary colour for smaller/ sub-titles

Feel you should use different fonts and colours from your main brand? That’s cool, just think of the video as a sub-brand. Different rules, different look but just as consistent across where it is used, perhaps all your online videos, as any other brand you’d commission or create. 

Framing:

As with your font and colour, try to have a primary and secondary position for your titles. Keep them the same. Convention would have these to be the full screen title and the subtitle. It’s best to keep full screen titles to one line. Two at the most. While subtitles can have 3 or even 4 lines, particularly when being used literally as subtitles in the context of subtitling speech.

You’ll likely want to use the full screen/ primary framing along with your primary font and colour. And, vice versa for your secondary/ subtitle framing.

Animation:

Animating your titles can help engage your audience, winning their attention for your product/ service. Typically you’ll want a zoom or a scroll. If you’re using many lines of text typically one would use a subtitle with a scroll – this makes the iconic scrolling movie end-credits. Whereas for added impact you can use the main title with a subtle zoom in.

Other animation can be used, but try not to use it for novelty. Try to communicate something about your business with the animation. Do you offer a fast service, for example? Try the titles “flying in” from left to right, and then flying out when their done. You’ll notice if you make that kind of connection creatively then it will feel a more coherent brand and help reinforce your selling points in the very fabric of the production.

Graphics

Inserting graphics is as easy as loading up footage for cutting. Just Google ‘Graphic Design’ to find out more about the creation of graphics. Once your graphic is loaded into your chosen software, you should be able to resize it and animate it as you wish. Flexibility for this varies between different software suites.

Top tip: Pan or zoom a still image, such as a landscape, to create a moving shot and save resources!

Step 3 – Post Production: part 1

By | In-house Video, Video Tips | No Comments

Cutting your video into a sequence is one of the most rewarding steps in the production process. This is where all your hard work in planning and production will come together on-screen for the first time.

There are various software packages which can be used for this purpose;

We recommend Adobe Premier Elements to begin with as it works across multiple platforms, is stable and has an intuitive workflow.

There are many technical tutorials online and on YouTube for how to use your chosen software. We’re not going to re-invent the wheel!

Instead, here’s some tips on the creative side…

Pace – the pace of your video is important, and should be consistent like the tempo of music. Experiment with different music tracks, as they will stimulate different styles to which you can cut the video.

Continuity – ensure your shots cut together seamlessly. If you can, have just one audio track playing across all shots as often it is the change in sound, rather than visual, which makes you notice the cut.

Shots – convention would be to start with your wider shots and cut in to a closer shot. This is like meeting someone across the room and then as you go to meet them you get closer. But sometimes the reverse can work to intrigue your audience. “What is he looking at?” the audience may ask; and in those situations you can reverse this convention if desired – cutting to the wider shot to give the answer.

Music – download music for free for your video from the YouTube music library or, if you prefer to save time, you can pay to license music from Beatsuite.com which offers a more consistent quality and categorisation.

Creative Process – technically, you feel you can just put the shots together exactly as you planned. You may even have a storyboard which you can put together now with the shots you have. This is a great place to start! Do play with it, experiment and try different things out to see what works. If you feel something like “it just needs more punch” but you’re not sure how to go about it, give us a call and tell us where you’re at. It’s amazing how often there’s a technically simple while creatively genius solution!

Step 1 – Planning and Pre-Production

By | In-house Video | No Comments

Pre-Production is the name given to all the work which takes place between a production being given the green light to go ahead and a camera being switched on.

There is no set process as each production is individual and unique, however we’ll cover a 3-step process which will work for you as a framework for your first production.

1.  Initial Planning

Assign this stage to a small, clever team.  Let them work privately on this stage and present their ideas when ready.

First, make two bullet point lists.  The first will be a list of points you need to make in the video; keep it blunt and short.  The second list will be attributes of your target audience.  Age, gender mix, income etc.

team planning

Now, create the structure which will convey all those points to that audience.  Will it be a presenter speaking to them?  What age or gender should that person be to best connect with your audience?  Or perhaps a scene with several characters in which something is done either right or wrong will work best.

Unlike most mediums with video you can show as well as tell!  Embrace the visual medium; show and tell your points in a way your audience will understand and appreciate.

example script

2.  Scripting & Feedback

Now that you have your structure, script it.  You can read about the formatting of screenplays here, and it has been worked out pretty well.  You only need a basic office app like Google Drive.

Did you know?  A properly formatted script will read 1 minute per page.  The longer the script, the more accurate this becomes

Once your team has produced a script they are pleased with, let them present it to the team.  If there are multiple characters try reading it together in a meeting with each person taking on a role.

Give the creative team your feedback and then let them work it into the script.  The feedback will be a whole bunch of creative problems which they’ll need to fix and give some proper thought to.  Although this will invariably make the overall production much better, don’t expect all the solutions to be apparent immediately.

Repeat this process of the creative team writing, team reading and feedback followed by more writing until you’re happy with the script.

3.  Storyboard & Shot Lists

Now we’ll storyboard certain visuals or sequences of shots.  If the script reads:

John gets out of his car and walks into his office

example storyboard

Then is this one scene ? or does he get out of his car and walk toward his office; then cut to the office and he walks in?  This would be two separate scenes

Be sure to plan everything shot-for-shot.  Two different people reading a vague/ non-storyboarded script can both feel they understand and yet have totally different ideas of what will be created.

The storyboard will follow the same process of being written and reviewed.

That’s all for now !

Please do send in your questions.  We’ll answer and try to help in any way we can.  If you call us we’ll give you free support.

Video Top Tips

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At Clockwork Creatives, whilst our main offering is providing quality, bespoke videos to businesses, we don’t just stop there. We want to help make sure that once you have your video from us, it adds real benefit to your business and brings increased enquiries and sales as a result.

With the above in mind we thought for this article we would come up with our three top tips on how to effectively use your video once you have it, which are as follows –

1) Your Website – One of the first places we advise our clients to have their new corporate video present is on their website. As mentioned in previous articles, to help gain more enquiries via a website we’ve found that the more engagement encouraged then the more interaction this promotes which is why a video can be vital.

2) Social Sharing Sites – Along with your website it’s also completely free of charge to upload your video to social sharing sites such as YouTube, Twitter and Facebook. Once your video is live on these types of sites the viewing potential can be huge! Sites like YouTube have proven to be extremely effective advertising tools, so take advantage!

3) Email Marketing – Finally, our least piece of advice is to embed your video into an email campaign which you can send out to previous and potential customers. At the moment videos in emails aren’t used on a large scale. However, from viewing the statistics the results are really impressive.

We hope you’ve found the information above helpful and if you would like some more advice then you can contact us.