A First Timer’s Experience at MIPTV 2018

With over 10,000 delegates descending on Cannes including 1,480 exhibiting companies and 3,600 buyers from 102 countries MIPTV is as relevant as ever in this new age of storytelling.

Despite the torrential rains Cannes put on a magnificent MIP conference and as a first timer it was an opportunity to get my feet wet in an international market.

As the recipient of SPA’s Ones to Watch 2017 Mentorship Programme and Internship Award, I was fortunately given a rare opportunity to attend this crème de la crème event thanks to SPA and Reed MIDEM.

Over six days I attended a combination of MipDoc, MipFormats, In Development, CANNESSERIES and MIPTV. It represented the largest gathering of industry executives, providing unparalleled access to global trends in programming and new technology including digital formats, 4K, Ultra HD, VR and AR.

My first takeaway for emerging practitioners: you can’t imagine what it’s like to attend an international market, it’s essential to get a feel for the program first-hand. It was the biggest event in my television career to date. Being in the company of great Australian producers including Brian Cobb of Cobbstar Productions and distributor Anthony Mrsnik of Escapade Media, I came to realise MIP has launched many successful Australian careers and continues to sell high-quality content destined for the international market.

Secondly, meeting with television and digital entertainment professionals from all over the world is an amazing opportunity but also overwhelming. A specially designed ‘How to MIPTV’ Programme is the secret to an enjoyable and rewarding mip experience. The afternoon included a session with The Pitch Doctor followed by a discovery tour of Palais exhibition floors and networking event.

Thirdly, wear comfortable shoes. Putting my best foot forward each day was a must for building solid foundations from a product, creative partnership and business point-of-view. I was on the constant move between keynote presentations, first-look screening and pitching competitions. Producers gave great feedback on my slate and had several positive meetings with commissioners and distributors that are harder to access back home.

A big ‘thank you’ to Tony Iffland (ABC Commercial) and Caroline Spencer (Fremantle Media, AU) for their time and inside knowledge, and Natalie Apostolou for making my first MIPTV experience so enjoyable and memorable.

What I can say to fellow emerging producers is go for it! The international content business is an unbelievably exciting place to be in right now.

The Power of Storytelling in Video Marketing

This article was originally published in Market Smartly Magazine March 2017 Edition. 

Harnessing the power of video and sharing compelling visual stories direct to the consumer has become a powerful medium in online marketing. Not only can video serve to provide higher attraction to your businesses’ promotional campaigns and influential ideas, video can also help you drive deeper, more satisfying relationship between your brand and its audience.

And the most recent statics show that marketers are reaping the benefits of sending innovative video content directly to a user’s device. For example, marketers who use video grow revenue 49% faster than non-video users and 92% of mobile video consumers share video with others.

Video marketing won’t automatically get attention for your business, even the best videos have no guarantee they’ll be popular. Successful videos however do happen to have a few rules and structures in common. This guide will introduce what those things are to help you better craft your stories and increase the success of your video marketing campaign.

1.Begin with the end in mind

Think about your audience and what you want them to know about you. Establish, share and live your purpose or vision. Don’t get tied up in corporate jargon. Fun campaign videos can bring pain-points to life and humanise your brand. Product demo videos can quickly educate audiences and build trust in your offers.

Make sure your video brand is compatible with your overall brand strategy. If your viewers sense a disconnection between your brand and the video content, you run the risk of being perceived as inauthentic.

How to apply:

• Define the purpose of your story with consistency of style and tone that have emotional connection and meaning.
• Work with stakeholders to agree on the video strategy before moving on, it then becomes the filter for all your decision.

2. Be true to the platform

You must take into account that each platform features unique attributes that need to be considered when creating content for that platform. Formalising marketing values you hope to achieve with video typically falls within three values: Brand awareness, lead generation and online engagement.

You should think about what you want achieve with a single piece of content, or whether you’ll have better success splitting and targeting with different kinds of video content spread across different platforms.

For example, Facebook Live is a useful tool to demonstrate a first-glimpse at a new brand offering, or engage with your fans with a live Q&A session, you are adding a sense that everyone is sharing in a unique and finite experience.

Alternatively, if your brand needs to make inroads with Millennials, you can dive deeply into Snapchat, reaching over 45% of the 13 to 24 demographic every day

How to apply:

  • Select multiple platforms for wider distribution
  • Make sure the videos and platforms are aligned with your customer’s viewing behavior, demographic and interests

[Small business behind-the-scenes videos can tell stories that strike a cord with customers. Client: Corcorz Hair]

 

  1. Take audiences to new places

Product explanations are important, but they don’t always make the most compelling stories.

One of the great powers of video marketing is the ability to take the audience somewhere they weren’t expecting, such as giving them a behind-the-scenes look at an organisation, or a glimpse into the life of a lead figure in a company. Alternatively, involve customers by featuring their success stories, or let your partners talk about their businesses and why they work with you.

This kind of content helps you forge a special connection with the user because they feel like they are gaining intimate access to something that not everyone gets to experience. What’s great about this is that it allows you to engage with your fans by rewarding them for their loyalty with special access. It also provides you with an opportunity to tease content that will draw in a new audience.

How to apply:

  • A story is only as strong as the people within it. Always ensure you have one strong character to lead your story.
  • Stick to one clear benefit message for your brand per video.

[Charities can lend themselves readily to purposeful, emotional storytelling for a successful fundraising campaign. Client:  Communify]

 

  1. Leave a lasting impression

Resist the urge to do a sales pitch. Instead, take the time to understand what your customers really want and focus your brand story on delivering that message to the customer. Tell them a good story, they’ll love you for it.

Remember, viewers have short attention spans so keep your videos short and simple. As you build your video library and measure viewership, you’ll start to see whether there is demand for longer in-depth videos.

Your video should immediately convey its value and answer that “why should I watch it?” question playing on your audiences’ mind. Should they watch it because it will make them laugh, because it will inspire them to act, or because it will teach them something new?

You can use social media to take your audience on a journey with your brand and show them how they fit into the narrative. One way to accomplish this is to make your stories interact so that social media users can contribute to the creative process and deepen their bond with your brand.

How to apply:

  • Hook them from the get go. You have to capture attention within the first 8 seconds. So you better kick it off with something captivating and even a little unpredictable.
  • Dedicate the last 8 seconds to a strong, reward-focused Call-to-Action that capitalised on your viewer’s investment of time and attention.
  • Collect data on how your videos are watched and how viewers engage with them. Check the duration of views, repeat views and drop-off rates. That data helps you know whether your videos are working.

[Product teaser launch for lifestyle and entertainment magazine brand Indulge. Client: Queensland Magazines]

 Of course, telling stories is an ancient tradition. In the digital age, advanced video storytelling techniques used in online marketing allow us to move away from product-led content to a more emotionally-led connection with our audience.

Although it is tempting to jump on the bandwagon and produce content and set goal later, you’ll likely abandon your video marketing efforts. Whatever you hope to accomplish with video marketing, it should be defined at the outset before your launch your next campaign and be used to measure and tailor your strategy.

 

7Ps for launching a Video Marketing Strategy

If my last post “3 Ways to Add Video to your Content Marketing Mix” did its job, you’ve already decided that your organisation must start using video to engage your audiences. It helps generate new leads and nurture the ones you have; and it’s measurable, so you know whether your video content is working.

But how do you get started? I’ve seen businesses large and small stall their efforts before they even got off the ground simply because they didn’t know what the first step should be in building a video marketing strategy.

Let’s remove the guesswork from the equation and take a look at what you should consider as you embark on this important and fruitful journey. The rewards are so worth the investment that you don’t want to let uncertainty get in the way.

1. Product. What stories do you want to tell (not sell)?
For most organisations, there’s no shortage of potential video content. Think about your audience and what you want them to know about you.

If there’s only one rule to stick by – stay away from sounding too sales-y. If consumers feel they are watching a sales pitch, they will probably leave immediately.

A good first video is an explainer about what your company does and who you are. Then you’ll want to create videos for every step of the marketing funnel. It’s said that buyers do more than half their product research independent of vendors, so you’ll want to provide videos for every step of that journey.

Fun campaign videos can bring pain points to life and humanise your brand. Product demo videos can quickly educate audiences and build trust in your offers.

Interviews with thought leaders and customers can inspire audiences and quickly build trust in not only what you do but also why you do it. And as buyers engage directly with your sales team, personalised videos can help bring the human element back into the digital selling process.

2. Price. Everyone worries about budget.
Every organisation is trying to do more with less. However, you don’t have to spend tens of thousands to hire a dedicated video team.

Ideally, you’ll produce enough content for different stages of the customer journey and release a new video every couple of weeks. That may sound excessive, but you can dedicate the right resources without breaking the bank.

If you can only invest in one dedicated hire, a videographer is a good place to start. A strong videographer can shoot and edit all of your footage and produce at least one short video per week from about $1,200.

Quality is important, but so is authenticity. Your viewers will be more impressed by your smart, funny and helpful videos than whether the lighting is just right.

3. Place. Where people can view your content?
First and foremost identify the key platforms for your video distribution plan. The best strategy is to use multiple channels: your website, YouTube, Facebook, and e-newsletters to reach targeted audiences. And always explore new channels for your video marketing efforts.

YouTube is great because it performs well in Google search results. Plus, it’s free. But you sacrifice control. YouTube could refer your viewer to unrelated or, worse, competitive content. Make your phrases are specific; you want to use your keywords in your title, tags and descriptions.

AM-Youtube-Video-Marketing

Example of key-wording for our client Corcorz.

Facebook’s biggest strength is their community. They know the ins and outs their community, and work on ‘interest choice’, which means Facebook targets interest-based content to the community. Create video content that is tailored to fit your dedicated fan base and give them something to look forward to and respond to, rather than video content that is meant for a general audience.

4. Promotion. Make the first and last 10seconds count.
Did you know that 20% of your viewers will close your video after 10 seconds or less? Your video needs to be brief and too the point. Use your headline and video description to inform viewers what to expect.

And if your viewer to the finish line, reward them with a call-to-action. This can be visiting your site, signing up for a newsletter, leaving a comment, or offering to take up a special promotion. If you have their attention, now is the time to take advantage of it.
As mentioned in my previous post, with interactive video, you do not have to wait to the end of the video to engage with your audience.

5. People. Not just Products.
Product explanations are important, but they don’t always make the most compelling stories. Interview members of the C-suite to put a human face on the company.

Involve customers by featuring their success stories. Let your partners talk about their businesses and why they work with you.

6. Process. Keep Videos Short.
As any filmmaker can tell you, editing is one of the toughest steps. All that content you shot is great. Everything your company does is amazing. You couldn’t possibly do it justice in one minute.

Unfortunately, viewers have short attention spans so you have to keep it short, especially in the beginning. As you build your video library and measure viewership, you’ll start to see where there is demand for longer in-depth videos.

7. Performance. Prioritise Measurements & Analytics.
Measuring performance is the only way to know whether your videos are successful. Don’t settle for vanity metrics such as the number of views. That won’t lead to more leads and deals.

Collect data on how your videos are watched and how viewers engage with them. Check the duration of views, repeat views and drop-off rates. That data helps you know whether your videos are working.

Want to chat about how AM Multimedia can help you with your video marketing strategy? Great! Contact ann@annmegalla.com 

If you valued this article, please share via your Twitter, LinkedIn, and Facebook. For more articles follow me on LinkedIn.

3 Ways to Add Video to your Content Marketing Mix

 

AM_Multimedia-small-screen

Did you know the average daily video views on Facebook alone are now 8 billion?(source).
That’s a staggering number of eyeballs glued to the visual content, and this has a major impact on video content marketing, social media, and online behaviour. At AM Multimedia, we take a closer look at 2016 video trends and share some useful tips on how we integrate video into our client’s marketing mix.

2016 is well an truly the year of video as marketers leverage small screens to reach consumers as video has become a powerful tool for brands looking to communicate more easily to their customers. In fact 52% of marketing professionals worldwide name video as the type of content wit the best ROI and by next year 74% of all internet traffic will be video (source).

You do not have to be a large company to use video. Small businesses can increase lead generation, improve customer engagement, and build greater brand awareness to the right customers, in the right context, with the right content.

Here are 3 ways AM Multimedia integrate video for our client’s marketing strategies:

  1. Video Micro-Moments Encourage Engagements on Social Media

Video micro-moments are what users are looking for to answer basic questions about products, services, processes, or events. Adding video into a social media marketing plan can transform the way your customers, and potential customers, understand your product.

 

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64% of consumers are more likely to buy a product after watching a video about it (source). Video micro-moments is an easy and affordable way to define your brand’s purpose, give your users content to answer their product questions, and help your potential customers find your product through the purchase journey.

  1. Video to Boost Email Open Rates

While email is still one of the top marketing resources for businesses, it can be hard to make your messages stand out, let alone get click-thru once someone has opened your email. However, using video, marketers can increase open rates and get in contact with the right people with the following strategy:

  • Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26% (source).
  • Make sure videos aren’t too long. Decision-makers have limited time and you’re lucky if you’ve managed to convince them to open your email in the first place.
  1. Interactive Video to drive sales

Shoppers who view video are 1.81X more likely to purchase than non-viewers (source). So why not harness the opportunity to make a sale from the video itself?

The difference between interactive video with versus a passive video is the ability to connect with real people at any point in the video’s timeline with touchable screens.

 

Most interactive videos start with YouTube, but businesses are starting to realise that YouTube will not be enough to capture the need for interactivity within videos. Businesses will have to move their videos to the private sector for a complete interactive video solution. To know more just ask ann@annmegalla.com

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Carla Zampatti Celebrating 50 years of fashion

Celebrating 50 years of fashion and book launch of Australian fashion icon Carla Zampatti. Here’s all the back stage action in prep with hair stylist Carol Haddad for Carla’s stunning Spring/Summer Show at Victoria Park Golf Complex.

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