The era of quality video
Long ago, we called the death of poor quality flip phone videography, and hailed the rise of technologies that let any size business produce video to be shared online to expand their message to new audiences. In agreement is Poptent is a leading video production and social content marketing platform, connecting top brands and their agencies with more than 70,000 talented independent filmmakers to deliver outstanding video for every channel.
Nick Pahade, CEO of Poptent tells AG, “These days, with the near-prerequisite to include digital, social and mobile components to B2B marketing campaigns, it’s more important than ever to produce high-quality video content to deliver your message in a memorable way.”
“While it’s often a challenge to do that with in-house resources,” Pahade added, “crowdsourcing is a highly affordable alternative. The trick is to find the artistic and technical expertise you need and manage it carefully. Here are seven tips that can help you pull off your crowdsourced video projects without a hitch.”
Pahade offers 7 tips below in his own words that will help you to crowdsource video projects, whether you’re flying solo or work with a team of hundreds.
1. Start with a plan
It’s incredibly important to map your project out from start to finish. Identify how your video will be used (TV broadcast, social media, tradeshow exhibition, etc.) and then set measurable, clear objectives so that you’ll know what success looks like. Videos often serve multiple purposes, but make sure you define your primary goal before you decide which crowdsourcing platform best fits your needs.
2. Choose the right partner
There are a number of ways to put together a crowdsourced team and many platform options, but the most cost-effective method is to partner with a company that specializes in video crowdsourcing. There are a half-dozen or so reputable companies to consider. To make the right selection, consider the type of video you’d like to create, how hands-on you’d like to be in the process and define your creative process preferences and budget.
3. Know your audience
It’s tempting to try to cast the widest possible net, but to focus your video on generating the best B2B opportunities, it pays to define your audience more narrowly. Envision your target audience member – the business buyer you’d most like to reach. Find out as much as you can about your target, including social media consumption and key influencers. When you have a clear picture of your audience, it’s easier to create an engaging video.
4. Communicate your goals
It’s important to make sure your video partner understands your objectives so that they can match you with the best crew for your project. Outline your challenges and main points. Talk to the creative team, and make sure they thoroughly understand what you need so they can tell your story effectively and engage your audience appropriately. Remember, the video has to have the right focus to generate the results you seek.
5. Get your hands dirty
One of the best ways to ensure the success of your project is to become directly involved in it. Be a part of the process by communicating with your video creators and encouraging them to ask you questions. Oversee the progress of your video at every step along the way, and steer the creators in the right direction, using your special brand expertise to improve the approach and results.
6. Invest in multiple videos
It’s a simple matter of economies of scale – the more videos you purchase, the lower the cost per video. When you’re crowdsourcing a video, you’ll get dozens of concepts, some of which are perfect for the present campaign and others that may be ideal for future communications. As you and your crowdsourced team immerse yourselves in the brand and messaging, you can extend the effort to create additional videos affordably.
7. Have fun with it
What is true for consumer brands is also true on the B2B side: People are more loyal and passionate about brands they like. Creative teams are often most inspired when working on a fun project that they personally enjoy. The viral video phenomenon demonstrates the power of word-of-mouth marketing, and if you can tap into conversations your customers are already having, that can provide powerful insights for your campaign.
Cooler temps mean restaurants have to get creative to survive
(BUSINESS MARKETING) In the midst of a pandemic and with winter approaching, restaurants are starting to find creative and sustainable ways to keep customers coming in… and warm.
Over the last decade we have seen a change in the approach to clientele experiences in the restaurant business. It’s no longer just about how good your food is, although that is still key. Now you have to give your customers an experience to remember. There are now restaurants that feed you in the dark, and others who require you to check all your clothes at the door. Each of these provides an experience to remember alongside food that ranges from good to exquisite, depending on your taste.
Now, however, the global pandemic has rearranged how we think about dining. We can no longer just shove people into a building and create a delectable meal. If you’ve relied mostly on people coming into your restaurant, you may struggle to survive now.
The new rules of keeping clients safe means setting things up outside is the easiest means of keeping large numbers of them from crowding inside. Because of this, weather has become a key influence in a company’s daily income. Tents that were a gimmick before, only needed by presumptuous millennials, are now a requirement to keep afloat. People are rushing to make their yards into lawns that bring some in some fancy feeling.
The ties to the sun in some areas are so strong that cloudy days have been shown to drop attendance as much as 14% for the day. This will become the more apparent the colder it gets. For me, I always mention hibernation weight in the winter, when all I want to do is curl up and eat at home. Down here in Texas we are already finding cooler weather, drops into the 70s even in August and September. We are all assuming a cold winter ahead. So, a bit of foresight is finding a means of keeping your guests warm for the winter ahead.
San Francisco restaurants have started with heat lamps during their cooler evenings. Fiberglass igloos have also been added to outdoor seating as a means of temperature control. A few places down in the Lonestar state keep roaring fires going for their outdoor activities. While others actually keep you running in between beverages by encouraging volleyball matches. This is the new future ahead of us, and being memorable is the way to go.
Healthcare during pandemic goes virtual, looks to stay that way
(BUSINESS NEWS) Employment-based health insurance has already been through the ringer with COVID-19, but company healthcare options are adapting for long term.
Changes in employment-based health insurance may end up costing employers more, but will provide crucial benefits to workers responding to the healthcare challenges presented by the COVID-19 pandemic.
According to a recent survey by the Business Group on Health, a member-driven advocacy organization that helps large employers navigate providing health insurance to their employees, businesses will increase access to telehealth, mental health resources, and on-site clinics in the upcoming year.
Besides the obvious impacts of the coronavirus itself, the effects of the COVID-19 pandemic have also rippled out to affect other aspects of public health and how we engage with medical care. With so many people staying home to reduce their in-person contacts, there has been a significant increase in the use of telehealth services such as virtual doctor’s visits. According to the survey from Business Group on Health, whose members include 74 Fortune 100 companies, more than half of large employers will offer more options for virtual healthcare in the upcoming year than in the past.
The pandemic, resulting economic fallout, and dramatic changes to our lives have inevitably exacerbated peoples’ anxieties and feelings of hopelessness. As we move into cold weather, with no end in sight to the need to socially distance, this promises to be a particularly dreary, lonely winter. Mental health support will be more necessary than ever. In 2019, 73% of large employers provided virtual mental health services. That number will increase to 91% next year, with 45% of large employers also expanding their mental health care provider networks, making it easier for employees to find the right the therapist or other mental health service provider, and making it easier to access those services from home, virtually.
In addition, there will be a 20% increase in employers offering virtual emotional well-being services. Altogether, 9 out of 10 of the employers surveyed will provide online mental health resources, which, besides virtual appointments, could also include apps, webinars, and educational videos.
There has also been a slight increase the availability of on-site clinics that provide coronavirus testing and other basic health services. This also included an expansion of resources for prenatal care, weight management, and chronic health problems such as diabetes and cardiovascular disease.
These improvement won’t come free of charge. While deductibles will remain about the same, premiums and out-of-pocket costs will increase about 5%. In most cases, employers will handle these costs, rather than passing them on to employees.
Apple sues recycling company for reselling products instead
(MARKETING) Apple sues recycling company it says was “stealing,” refurbishing, and reselling devices it was paid to strip down.
If you sent an iPhone, iPad, or Apple Watch to Apple for recycling between 2015 and 2017, you might actually have been part of “reuse” in the “reduce, reuse, recycle” cycle.
That’s good, right? Nope, says Apple. The tech giant had been paying the company GEEP Canada to take apart and salvage materials from its devices sent for recycling. But according to a lawsuit by Apple Canada, GEEP Canada actually refurbished and resold more than 100,000 devices it had been paid to dismantle.
“At least 11,766 pounds of Apple devices left GEEP’s premises without being destroyed – a fact that GEEP itself confirmed,” Apple says in its complaint, as reported by The Verge.
The recycling firm denies wrongdoing and has filed a third-party suit that says “theft happened” but it’s not on them because it was 3 “rogue” employees who stole and sold the devices for themselves, not for the company. They want those employees to pay, alleging that they hurt the company’s business. However, Apple says, those 3 employees were actually senior management.
How did Apple find out? During an audit at GEEP Canada’s Ontario warehouse, Apple found its devices were being stored in an area not covered by security cameras, according to Apple Insider (via The Logic). Of the roughly 575,000 iPhones, iPads, and Apple Watches it had sent GEEP between January 2015 and December 2017, 18% were being used on a telecom carrier network. That doesn’t include wi-fi only devices, so the actual number could be much higher.
It’s not just paying for services and materials they did not receive that upset Apple. Resales of refurbished devices hurt demand for new products, created potential safety issues for consumers, and damaged its brand, the suit alleges, according to The Logic. The company is asking for roughly $22.7 million in addition to the money GEEP made from resales. GEEP wants the employees to pay, alleging that they hurt the company’s business. GEEP is now part of Quantum Lifecycle Partners, which says they have nothing to do with all this.
Could/should these devices have been refurbished? “Products sent for recycling are no longer adequate to sell to consumers and if they are rebuilt with counterfeit parts they could cause serious safety issues, including electrical or battery defects,” Apple told The Verge.
Paying a company for recycling services they aren’t, in fact, providing is generally a reasonable basis for a lawsuit. But this case is also likely to draw more attention to the “right-to-repair” movement, which accuses Apple of restricting third-party repair shops. Activists are pushing Apple to focus on reuse over recycling, and the issue has been under review by the US House Judiciary Committee as part of an antitrust investigation of Apple, Amazon, Facebook, and Google-parent Alphabet.
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