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Creating Content

 

 

This month, Yess Yoga opened a new studio just south of downtown Minneapolis. For a business that officially launched just a matter of months ago, this is a huge step– and the result of incredible success in a short period of time. Our friend and client, Lucia Yess, has achieved that success because: she has a genuine passion for yoga, she works her butt off, and she has grown into one savvy businesswoman.

Painting the new YY studio, and loving every minute of it

Painting the new YY studio, and loving every minute of it

 

Building a business from the ground up takes strategy. When you’re at square one, where do you even start? Social media is a great place. But content for Facebook and Twitter doesn’t grow on trees. You have to create it. You need to constantly and consistently feed the social media beast, in order to create buzz, to get people talking and build up a following. And that’s where video can be a valuable tool.

 

Part of Lucia’s strategy for growing a loyal client base has involved posting short videos on Facebook and Twitter once a week  — a “pose of the week”. People eat them up! For potential clients, it is a free sample of her services that helps their yoga techniques. What’s not to love? So people “like” and “share” and “re-tweet” and spread the word. Because it is video, potential clients also get a glimpse of Lucia’s glowing personality and develop a personal connection to her. People get to know her and like her. When you’re looking for a yoga instructor, that kind of connection is key.

 

When it comes to driving traffic to her website, this strategy works like a charm. Every time someone on Facebook or Twitter clicks a link to a pose-of-the-week, he or she is directed to the YY website– where the video is posted. And while potential clients are there, they can learn even more about Yess Yoga– and figure out what classes best fit their schedules.

 

As for search engine optimization (SEO), video is tough to beat. According to a study by Forrester in 2010, a page with a video on it is 53 times more likely to achieve a page one result on Google. Now imagine 52 of those pages on your website– one for each week of the year.

 

It may sound like a huge undertaking to produce 52 videos. If you’re organized, it really isn’t. It took Lucia one day to shoot enough videos to last an entire year. And that was without sacrificing quality. Which is also key. If you want this strategy to really work, the quality needs to be top notch. Seriously, who shares a grainy video with their friends anymore? Unless that video is showing Moses parting the Red Sea, not many. But when a video is shot really well and looks like a movie, people perk up and pay attention. It adds to the buzz factor.

 

The possibilities for businesses interested in creating a video series are endless. Restaurants:  recipe of the week. Retail: fashion secret of the week. Home and garden: weekly tips and tricks. You get the idea. The secret here– is to have fun with it. If it’s a painful process for you to produce a video, you better believe it is going to be painful for a potential client to watch it.

 

Now… after all that hard work, why not unwind with a class at Yess Yoga? Mention this blog, and you might just get a discount!

 

 

Countdown to Fall

Courtesy: Rebecca Palsha

Courtesy: Rebecca Palsha, Anchorage photographer extraordinaire (seriously, is this not a gorgeous photograph?)

 

 

Alaska will always hold a special place in my heart. It is, without a doubt, the most stunningly beautiful place in the world. I loved living there. But this time of year always made me a little uneasy. Fall is on the way. Which means winter is on the way. And every time you turn around, the fireweed is there to remind you of it.

 

Watching the fireweed bloom is like watching an upside-down hour-glass. When the blooms reach the top, winter is less than six weeks away. As you can see from this picture, the clock is running out. Time to start digging out the hats and mittens.

 

If you’ve been working on a video project, or thinking about starting one, the clock is also running out for getting those picturesque shots of the outdoors. Summer typically offers the best opportunities for shooting video. Green grass and green leaves don’t go out of style as easily as snow and ice. In the wintertime, people are more forgiving if the season in the video doesn’t match the current time of year.

 

Staying organized and ahead of the seasons is a good strategy to avoid getting stuck with video of snow or worse– having to delay an entire video project until next year. On the flip side, if you need shots of snow for your video, now is a good time to start planning for it. And don’t forget about the opportunities those fall colors provide.

 

When you’re mapping out your year, be sure to keep the seasons in mind. If you live in Alaska, the fireweed will help remind you– whether you like it or not.

 

 

State Fair strategy

State Fair 2013

Why do you love the Iowa State Fair? Chances are, if you asked ten people that question, you’d get ten different answers. Grandstand performances, 4-H exhibits, Midway rides, fill-in-the-blanks-on-a-stick…. you get my point. There is a very obvious reason why the fair continues to be one of the biggest attractions in the state of Iowa, year after year: there is A LOT to do.

 

It can also be a little overwhelming. Where do you start? If you have a two-hour time limit, what are the highlights you can’t miss? If you’re going with the kids, how do you make sure they don’t get bored and throw a temper tantrum in the middle of the pork tent? It can require some strategy.

 

The process of creating a video is often very similar. Let’s say you want to do a video for your website about how fabulous your business is. You have two dozen different examples of why your company is better than the competition. But chances are, most people watching the video won’t care about every, single example. And the more examples you give, the longer the video will drag on, and pretty soon some viewers will get bored and move on to the next thing. (It doesn’t help that our attention spans seem to shrink with each passing year.)

 

The trick for creating a good video is focus. Focus on a few points you want to make and stick to them. Keep it as short and sweet as possible (typically between 90 seconds and three minutes is ideal). Focus on what is visual about your business. What would catch the viewers’ eyes or ears, and get them to perk up and pay attention? Is there something memorable– funny or nostalgic or sad– that would hold their attention for a few more seconds? That, right there, is what it all boils down to:  catching and then capturing someone’s attention. You have to get customers in the door before you can make a sale. A good video can get them in the door, by capturing their interest. Once that’s happened, you have time on your side to use other platforms to secure the sale– for instance, the “about” page of your website, where you have unlimited space to list off all the reasons why your business is the best.

 

Now. Back to the question at hand:  what do YOU love about the fair?  For me, it’s the onion rings. I just wish they came with a side of TUMS. And a breath mint.

What’s hot

Every time you turn around in the video industry, there is a new toy or a new trend. I’m more than a little obsessed with keeping up with it all. So why not be productive and start blogging about what’s hot and what’s not?IMG_0405

 

Let’s kick it off this month with Gimbal Stabilizers:

 

As with all things, I am sure there was a design that has been floating around for quite some time, but a company, Freefly systems, announced its latest piece of tech at last year’s NAB conference, the MoVI. The MoVI utilizes an electronic three axis gimbal system to take all the shaking and bouncing out of your shot. So… really, they just announced a more computerized steadycam system. While I do see some flaws in the design right now, it definitely has some awesome advantages. Here is a behind the scenes video to show you what I mean:

As you can see, it’s versatile and can be easily modified to suit your needs.

 

With the announcement, everyone and their brother with a little tech knowledge announced their “cutting edge” design. Which essentially meant they copied the exact same set-up, just built it cheaper and are selling it at a fraction of the price (MoVI runs about $15k). That being said, the new-comers are all announcing systems that are only capable of flying a 5D or similar. Some, like these guys, are starting off REALLY small, gearing their set-up towards the likes of  GH2 or Black Magic Cinemas Pocket cam.

 

While I applaud the innovation and am really excited to see where this leads, I see some glaring flaws in the set-up. For one, we shoot EPIC on almost everything. Can you imaging flying a fully kitted-out EPIC on that rig?! That’s nothing but forearms holding it up. Whereas the tried and true steadycam system utilizes springs and counter weights to smooth out the image, meaning you can operate all day without taking the camera off (ok, all day may be an exaggeration, but a 5-minute take is a breeze). That is next to impossible on the MoVI system, or anything similar.

 

My take:  this month it’s hot, but I see it becoming a very specialized set-up that after a year or so becomes very out-dated….. but I guess that’s our industry now.

Staying power

In the last week, pop culture marked two major milestones:  Mick Jagger turned 70 and the release of Madonna’s debut album turned 30. It got me thinking about staying power. What makes people like Mick and Madonna stick around for so long? And remain just as popular as the moment they first made it big?

The Rolling Stones on a recent cover of Rolling Stone

The Rolling Stones on a recent cover of Rolling Stone

 

Here’s my theory:  they’ve never been afraid to take creative risks. They’ve hung their entire careers on constantly pushing the envelope and never settling for what’s comfortable. It’s not only kept them relevant, it’s commanded respect from people who aren’t even their fans. Even if you don’t think Mick is still one of the sexiest men on earth (which is arguably the case), you gotta respect the guy for belting out Beast of Burden live on stage with Katy Perry recently. If nothing else, it was a savvy move on his part, because it exposed him to an entirely new audience that may have only known him up to that point as the guy Grandpa listens to on the radio. Of course, not every risk pans out. I must admit, I never quite understood Madonna’s cowgirl phase. But whatever. She wasn’t afraid to take the risk, and it created forward momentum for her next phase and the next and the next.

 

This theory also applies to the video industry. If you never take a creative risk, your videos will inevitably start to look stale. If you never try out a new piece of equipment, the product will inevitably look dated. The key is to always be looking for new and unique ways to shoot video or write a script. Push the envelope, even just a little bit. Sure, it can be scary. And it can sometimes blow up in your face. It might cost you some money. You might have go back to the drawing board and start from scratch. But if you never step outside your comfort zone, inevitably, your video will eventually look like it is circa 1983. Taking creative risks can expose you to an entirely new set of clients and will undoubtedly earn you the respect of your colleagues and even competitors. And it is what will keep you in business for the long haul.

 

Now… any bets on whether Justin Bieber will still be around in 30 years? For the sake of my grandchildren, I hope not.

The Art of Audio

 

It is a crucial, yet sometimes over-looked, element of a video. The sound. Here’s another lesson, this time in the art of audio, courtesy of our audio expert and partner in crime, Robb Moore (seen here in attire that proves his dedication to the job).

Tyler and Robb, showing why they're the best in the business

Tyler and Robb, showing why they’re the best in the business

 

 

Q: What is it about sound that gives such power to a video?

 

Sound is the other side of the image. That being said–knowing when to use sound, and not, is just as powerful. Sound hits people in a different dimension as the image does, so most of the time, it’s very important.

 

Q: What are some common mistakes people make when it comes to audio?

 

Not following the motivation of the piece. If the subject is supposed to be on a phone, make it sound like a phone. If the actor has been hit on the head and it’s in their point-of-view, make it sound “blurry.” Try to get the best sound you can in the field… and don’t forget effects for post. A sound recordist should be trying to tell the story with sound, so that if someone isn’t watching the video, the soundtrack tells the entire story. Bad sound can make the video look bad, and make the work of the gaffer not shine. Sound is the third leg of the stool–so give proper attention and weight to it’s execution. Often times people obsess about cameras…but that’s only part of the project.

 

Q: How do you fix those mistakes?

 

Some mistakes can be fixed, but a lot of mistakes from the field cannot be fixed without going back to production. So get the sound, and get it right. Check meters, ask questions and listen!

 

Q: What are a few basic tips for good sound?

 

Line level. Use the highest level signal you can. It overcomes lots of problems on set. Also, exercise your preamps. Audio preamps have a sweet spot, so if you’re not running your input gain and meters close to unity, you’re not getting the quality out of the gear you should be. Sound is an active job. Don’t set levels “and forget,” keep moving! The better you do your job, the better post production will go, and the better the final product will be.

 

 

AMA Iowa

This is Lynn blogging at you today, with a shameless plug for a great organization. I recently joined the board of directors for AMA Iowa, and I’m beyond geeked-out about it. You see, I’ve always been interested in the field of marketing, and in recent years, the hubby’s business has given me a legitimate reason to learn more about it. (I’m the wanna-be CMO of 515 productions.) But the big question was– where to start? I’m a reporter by trade. What did I know about marketing? Not much. So I decided to check out an AMA Iowa luncheon last year. I felt like a fish out of water when I walked in the door. But this group made me feel so welcome, my fears of looking like a loser evaporated.

 

 

I continued to attend monthly luncheons and other events, and more than a year later, I’ve learned A TON about the art of marketing. I’m (obviously) no expert, but the more I learn, the more I’m fascinated by this field. And it is so satisfying to challenge myself to get outside my comfort zone and learn something new.

 

So here’s my plug:  if you are in the marketing industry (or want to be), check out the American Marketing Association. It is a great place for novices and seasoned pros, alike. The luncheons keep you up-to-date on the latest trends. The connections you make are invaluable. And its never dull to hang out with a bunch of out-going creative types that make up the world of marketing.

 

This spring, we produced a video for the Iowa chapter. The people in it can better explain what it is all about. Please check it out. And hope to see you at a luncheon sometime soon!

 

 

Preventing Blindness

This summer, we’ve had the pleasure of shooting a video for Prevent Blindness Iowa, a great organization dedicated to helping children and adults maintain healthy vision. In doing the video, we’ve learned some interesting information. For instance, did you know:

  • Half of all blindness can be prevented
  • 75% of Americans wear vision correction (glasses or contacts)
  • Americans fear vision loss more than they fear cancer

 

A few weeks ago, we got to meet John Swift. He is a polite, well-spoken kid, a fantastic golfer, and he suffers from a vision problem that is being corrected through the use of an eye patch. His parents were alerted to the problem thanks to a free vision screening at his school, funded and conducted by Prevent Blindness Iowa. Without that screening and intervention, John may have suffered irreparable vision damage. And that could have prevented his promising golfing career. Rory McIlroy, watch out!

 

You can see Swift’s swing for yourself in a few weeks, when the video is released. In the meantime, check out more about Prevent Blindness Iowa. It is an organization we are proud to support, and we hope you consider doing the same.

 

 

 

 

 

Hidden gem

One of the many perks of video production is getting to visit very cool places all over the world. This week, a photo shoot for Von Maur took us to Salisbury House and Gardens in Des Moines. If you’ve never been there, a visit will not leave you disappointed. Especially right now, with the gardens in full bloom.  

 

The 42-room mansion was built in the 1920s by the guy who invented make-up. Right here in DSM. Who knew?!? He modeled it after a castle in England.

 

During the Roaring 20s, this place was party central. Louis Armstrong is said to have played here. The piano he is rumored to have played is still there.

 

The venue hosts some very happening events throughout the year. This coming weekend, you can catch a performance of “Midsummer Night’s Dream” out on the lawn. And my wife is chomping at the bit to attend the Gatsby Gala in September.

 

I highly recommend a visit to one of Des Moines’ hidden gems. Especially in the summertime. Maybe the next time the in-laws come to town….