10 tips for theme park advertising from a video production company

We may think SEO, retargeting, and CRM programs are a day in the park (pun intended), there is one tool that rules them all in the realm of fun: video production services. Because you’re selling an emotional experience, few tools can capture the unique customer experience of your product like a video production company. Our experts reveal their favorite way to bring theme park advertising to life through video.

1. A video production company will nail experiential marketing: It’s hard to describe the feeling of g-force making your eyes water as you fly down the first drop of a new rollercoaster. And it’s hard to describe that signature shade of cotton-candy pink that lets you know you’ve found your favorite concession stand. And it’s hard to describe the anticipation associated with the sound of pressurized hydraulic mist before lazy river riders get drenched. Web video production can. Video production is the heart and soul of experiential marketing in the digital age. Enough said.  

2. Transform user generated content into marketing collateral: No one can capture the amazing memories of a day at a theme park quite like your visitors. Using a video production company to polish and repurpose user generated content or to capture its essence and transform it into marketing content is the best way to let potential visitors in on all the inside jokes, sweet treats, thrills and spills waiting for them just inside your gate. Video contests, social media campaigns, and YouTube are only the beginning of the video production services you can use to showcase your best visitors and THEIR best moments. We love it when our customers do our work for us and you should too.

3. Unleash your newest rides: One of the things that keeps people coming back to theme parks again and again is new attractions. A good film production company can build anticipation, generate buzz, and cultivate an air of excitement around new features and rides. A video production company makes it easy to show off elements of a new feature without giving the entire experience away, building just the right amount of desire.

4. Tell your story: Web video production is one of the best, quickest, and most effective ways to tell your brand story. When people think of the Disney brand, their parks – and the vision of families interacting on site – are some of the most iconic images in the industry. When you use video to tell a brand story the way Disney does, your customers’ experiences aren’t just about a day in a theme park, they are about an entire narrative or lifestyle that will keep them coming back or sharing their experiences with others.

5. Good video is a four-year investment: One of the most common things our clients tell us is that they are worried about hiring a video production company because it will be too expensive and their assets will need refreshed too often. We are here to debunk that myth. Good b-roll footage of your park, brand assets, and story narrative can last anywhere between three and four years. It’s important to set expectations with your videography company upfront, so they can work both within your budget and time horizon to create the content you need.

6. Shh … it’s okay to use stock footage: A good film production company will help you understand where you can use stock footage and where it’s important to have brand-specific video clips. Blending both can help augment your existing photo and text base, and compliment your campaigns. Don’t worry, it isn’t cheating and almost everyone does it. The trick is doing it the right way. Your agency will help you blend stock and original footage so your results are always original, tasteful, and on message. And most importantly, within copyright guidelines.

7. Video is an SEO goldmine: Like images, video can play a huge role is boosting your SEO ranking. Work with your web video production company to properly tag, target, and post videos to maximize both exposure and SEO. Good video is not only shareable, but highly indexed by search engines. Because video also happens to be some of the most engaging content available, you win in more ways than one.

8. You can’t win in multi-channel marketing without video: Customers are learning about your brand on multiple devices, at multiple times, and sharing their attention with multiple assets. Video is a miraculous medium that can cross these channels and devices seamlessly and encourage prospective visitors to head closer to your point of sale. Work with your video production company to determine how video can drive sales and encourage guests to reach your website through a specific call to action or jump trigger.  

9. Side-by-side comparisons: One of the most fun ways to use video to promote your theme park is through side-by-side comparisons. Whether you want to show off your fun factor, appeal to adrenaline junkies, or bring families together, a dramatized comparison of your park to a regular day, or a head-to-head view of your competition should easily do the trick.

10. It’s a lot easier than you think: Last, but not least, using web production services is a lot easier than you think. No matter how new you are to the medium or what your budget is, your agency can work with you to tailor video assets to your exact needs. Click here to explore some of the videos we’ve work on for our clients. We recommend new video users try a hybrid of agency crafted material and hand-held DIY content to get started and grow together.

Video is fun and effective. It’s highly engaging. And one of the most consistently growing digital trends of 2017. The best part is that your customers are already digesting videos regularly, so you can easily capture their attention without working too hard. And if there’s one thing we wish for 2017 — it’s that we can help you work smarter, rather than harder.

Why online video advertising is mission critical to your business

There’s a big reason close to 80% of advertising leaders said they plan to invest more in online video advertising this year than they did last year according to Reuters Institute’s annual digital survey. Actually, there are three big reasons if you ask anyone on our team.

1. DIGITAL ADS ARE OUT, VIDEO ADS ARE IN:

Okay, digital advertising – like banner ads and pay per click campaigns – isn’t “out,” but it is on the decline. Ad blocking technology is becoming more prevalent and more precise, which means the savviest (and possibly most desirable) customers are opting out of ads. Don’t fear ad blocking: it’s the future.

The good news is that over 60% of consumers in a recent Millward Brown study said they would be open to receiving ads if they could control the content or if they were receiving relevant, personal information. That’s why online video advertising is so important. Video advertising helps convey an emotional narrative that appeals to the consumer and – when done well – can feel very personal. And thanks to a wide variety of distribution channels and deep targeting capabilities, video can also be highly relevant.

2. VIDEO GIVES YOU LEVERAGE TO CREATE MEANINGFUL BUSINESS PARTNERSHIPS:

Growing brands can often benefit from the “halo effect” of aligning with more established organizations. Local companies can dramatically increase their reach by sharing contacts and social clout with other local companies. Video is a gateway to establish these types of partnerships. Online video advertising is easy to create, impactful, and primed for partner collaboration. Unlike static ads or print campaigns, video– rather than tells – shows how partnerships work or where two lifestyle brands meet. And, when trying to establish partnerships, collaborating on high-impact creative assets is always better with two budgets, two teams, and two sets of resources. Our team can work with you to identify strong partner opportunities and generate engaging narratives these partners will want to take part in. If NBC Universal can create videos with Vox and BuzzFeed, you can get in on the action too.

3. MULTI-PLATFORM DISTRIBUTION IS THE WAY OF THE FUTURE:

Targeted, multi-platform distribution is powerful. We mean really powerful. For example, a television ad that has a complementary YouTube clip drives viewers across platforms and closer to your point of sale. Shareable video content increases your social reach and unlocks new audience potential. ThinkWithGoogle estimates the material impact is a 56% increase in reach just between television and online video advertising. When you add on supporting social media campaigns, email, and event marketing that opportunity goes up exponentially.

Our team specializes in prioritizing cross-platform initiatives to ensure your spend is allocated to create the most impact. Online video advertising allows you to be at the right places at the right times to support your customer journey. They are more engaging than traditional digital ads so they help you reach more people, and build smarter business connections. Most importantly, videos aren’t going anywhere. All you have to do is look at the growing popularity of Facebook’s live stream feature to realize video is all the rage. As technology development continues to shift to a mobile-first mindset, videos will only increase in importance thanks to their ability to quickly and easily convey critical information and establish real emotions between viewers and your brand.

Let’s create some videos together.

Why you need to include video marketing in your tourism outreach

We’ve shared our views on why video marketing and production matters more than ever before and how tourism marketing can benefit from video in the past. And, for our advanced readers who are already on the trend, we want to take things one step farther.

Videos link channels across tourism marketing outreach

When customers receive an email with an embedded video link, they are 200% more likely to click the links. Go ahead, reread that: 200% more likely to click your email. Video is such an engaging medium that it has the power to link multiple marketing channels together and bridge the gap between email, social, paid, search, television, and even print ads. You’ll find your customers seamlessly migrating between your Facebook campaigns and your YouTube channel. They’ll happily log online to see the next installment of a television commercial with a great narrative. A teasing hashtag is enough to make them close their magazine and log onto Instagram. And then they’ll share it all. The reason video is so effective in this way is because it allows marketers to tell a story with their brand and communicate their value proposition through words and images. Video is easy for consumers to digest and also easy for marketers to implement across a wide variety of channels. This winning combo allows you to leverage some great b-roll footage across your diverse marketing efforts to create a true end-to-end marketing experience that customers love.

Video marketing lets you be everywhere customers need you to be

Today’s consumer often starts their purchase journey on one device and ends (or purchases) somewhere else. This is especially true in tourism marketing. Device agnostic marketing techniques are becoming more and more important as customers use their smartphones, tablets, laptops, and televisions to solve everyday problems all at the same time. That’s four screens competing for your customers’ attention at any given moment. To ensure success, you need to be on all four screens. And before you protest and say that this would be too expensive, consider the power of video marketing. Aside from being a top-notch visceral cue for tourism marketing customers, video translates easily across screens and mediums, allowing you to be everywhere at once … Without the hefty price tag to go along with it. Good video production allows you to be everywhere your customers expect you to be regardless of where they are at in your purchase journey.

Tourism marketing is a visual industry at its core

We would be remiss not to remind you that video marketing is one of the most engaging mediums available to the tourism industry. Nothing affirms a customer’s choice in your destination or hotel like seeing your views, exploring your guest rooms, or taking in the sights and sounds of your kitchens from the comfort of their own home. Video helps build engagement and excitement, while leveraging the fundamental emotions necessary to inspire an elective purchase such as a vacation or tourism visit. Video marketing is, without a doubt, the most powerful way to capture your prospective audience’s imagination and entice them to learn more about your brand and commit to their next trip.

Video is a critical investment for tourism marketing

At the end of the day, video is also just a good investment. When you do it right, one long video can be spliced into multiple short spots and teasers, you can pull still images from high quality footage, and edit your roll a hundred different ways to support a variety of campaigns, messaging points, website needs, and sales tools. Old video can often be combined with new footage as elements of your destination evolve, so this initial investment can last for years to come (unlike photos that tend to wear out their welcome in one to two years). Let our creative team of video production efforts help you build a shot list, story board, and video narrative that will adapt to your changing needs across a wide range of channels. Together, we’ll set a budget and production schedule that delights and inspires. 

Check out some of the amazing videos we’ve created for our other clients here and then let’s get started. As we near the end of the year, there’s no better time to introduce a video campaign to inspire sales moving toward 2017.

The 1 thing that matters in corporate video production

Today’s general media usage pattern favors images and videos over pages of text and long, descriptive paragraphs. It’s true that text-based sites are still critical in conveying news and detailed information, but the average user is more engaged with and spends the most time on visual content. One need only look to the cult-like popularity of the image-based news site Buzzfeed to understand this trend. Images are such a critical part of the average media usage pattern that a typical user scans a website in under three seconds and draws a conclusion about the brand, site, or content simply by the visual elements alone.
This is why corporate video production is so important when positioning your brand and engaging your audience. To help guide your video production needs, our full-service Orlando marketing agency is here to help. Click here for examples of our work. When you’re ready, our team will help you craft the perfect marketing videos, assist with the story boarding process, refine messaging, and convey tone through images. As you begin thinking about the types of videos your brand can’t live without, here is our cheat sheet for success. We’ll share the one thing that matters most in corporate video production and two bonus tips that certainly help.

MUST DO: Get painfully aligned to your audience’s media usage pattern:

If you are an avid reader of our blog, you have probably heard us tell you to get painfully narrow about everything from media spends to big data investments. We like to think of this as our “Golden Rule” of digital marketing, so you shouldn’t be surprised that it’s our top recommendation when thinking about corporate video production. When your content is too broad, you risk never engaging your users enough to break through the hundreds of ads, blogs, and distractions vying for their attention. No product or service is suitable for everyone, and your content shouldn’t be either.

When you know your audience very well, you’ll understand their unique media usage pattern, you’ll know the types of material they enjoy most, you’ll know where they spend their time online, and you can tailor your content to their exact needs. By getting painfully aligned with a specific target audience, you may feel like you are alienating customers who don’t fall into that specific subset. Flip your perspective here. Instead of alienating customers, you are simply embracing the quality over quantity mindset to build your business with ultra loyal customers who will engage with and stay with your brand. As this base grows, more subsets will begin learning about and adopting your brand as a secondary audience. In other words, by going narrow, you’ll get broad. If you start broad, you risk never getting noticed at all.

This is critically important when producing corporate videos. No branding video should be longer than 30 seconds, and most viewers stop watching after 10 seconds if they haven’t been hooked by your content. You simply can’t afford to try to appeal to everyone. To create highly engaging content, you have to have a clear vision and know what your audience will enjoy. Let our team help you create a unique story that grabs your customers’ attention and wow’s your audience.

SHOULD DO: Tell a story that fits seamlessly in their media usage pattern:

One of the best ways to capture your audience is to tell a story that fits seamlessly into their media usage pattern. A great example of this is Bergdorf Goodman’s annual holiday catalogue campaign. Each year, to kick off their holiday season, Bergdorf Goodman creates a themed video that introduces their top most outrageous, sumptuous, over-the-top, elaborate gifts. Naturally, they tease these must-have items on social media, and seal the deal with outrageously indulgent email videos and Instagram posts. Our favorite? The 2011 dog-themed shopping spree. Check it out here: https://m.youtube.com/watch?v=5vb8kGLfhpM. The effect creates a magical, luxuriant world that speaks to their most high-valued customers and every single aspirational shopper that ever stumbled upon the brand. Take time to get to know your audience and understand why they are surfing on certain platforms or using certain digital tools. This will help inform the types of stories they will enjoy seeing and how you can relate your product back to these themes.

Telling a story also helps create an emotional bond between your target audience and your brand. Regardless of whether you choose to target your corporate video at the top of the sales funnel or at the bottom of the funnel; or whether your content is product-focused or brand value-focused, relating your corporate video back to an emotional hook helps differentiate your brand and break away from the competition. Remember those Bergdorf dogs? They didn’t make BG products any more luxurious than Saks or Neiman Marcus items, but they did help this brand stand out. While it’s always important to balance your story with critical facts and figures about your product, the vast majority of purchases are decided based on emotion rather than fact when all other elements are equal. So go ahead, get emotional.

SHOULD DO: Make every frame count:

Never create videos simply to create a video. And don’t try to accomplish something in a video that you could do in a powerfully placed image. Every frame of your video should convey something an image cannot. Usually, this is why having a compelling story is so important. Similarly, video can be an invaluable asset when showcasing the unique features or high quality that sets your product apart.

Every frame of your corporate video should be power-packed so that your audience understands the value of your product whether they watch 10 seconds or 40 seconds. Your video should also stand alone with or without sound because you can never guarantee your audience will view with the volume on. Because you can’t control variables such as sound or timing, every single frame of your corporate video needs to convey your key message points and product details seamlessly.

Because corporate video production is one of the most nuanced forms of marketing and requires close collaboration with your creative team, it is often most effective to use a digital market agency to streamline the process and reduce video waste. Remember, our team of highly-skilled videographers and storytellers are here to help if you get stuck. Our team can help you shoot your video effectively, craft images that tell a powerful story, and speak to your specific audience with ease.

3 reasons your hospitality company needs travel videos right now

Travel videos are indispensable to your brand because tourism is one of the first expenses to get cut when the economy is rough and often doesn’t make it to the average consumers’ weekly savings budget. When people spend money on travel, it’s because they have invested emotionally in your hotel, travel destination, or tourism hot spot. A little disposable income never hurt either, but we have plenty of data to suggest a strong emotional connection to a vacation spot or hotel might even trump that weekly budget’s bottom line when consumers are planning their next family vacation.

Because women account for 60% of all major tourism bookings and they are more inclined to respond to emotional marketing campaigns, travel videos are a perfect medium for your target audience. Travel, in and of itself, is almost exclusively an emotional, rather than pragmatic, purchase, so travel videos should always be one of your most trusted marketing tools. Here are the top three reasons your company needs travel videos to keep your brand healthy and your customers engaged.

1. Travel videos show rather than tell:

To create an emotional connection that will entice and inspire prospective travelers to choose your destination or property over the many other options they have (including staying at home), you can’t simply say you have a beach front property in the Caribbean. Instead, show off your infinity pool suites overlooking the teal waters and white sand beaches of the Caribbean Sea in a fun, flirty video featuring real-life guests enjoying your swim-up bar and sensuous spa facilities. Let your travel videos tell your brand’s story rather than trying to describe it. As your prospective guests watch, they will project themselves into your brand and be more likely to want to visit.

2. Travel videos boost engagement:

Seasoned travel pros AirBnB and Mexican-based restore chain Karisma Hotels & Resorts use video as the main image of their homepage background because studies have found that dreamy, silent videos running in the background boost time spent on site and customer engagement with your content by up to 25-percent. Travel videos are alluring, and they have the unbeatable power to drop your prospects into life in your travel destination. Even short, silent clips play a subliminal role in creating this emotional bond. Short of visiting your property, travel videos beat photos and written text hand over fist every time.  

3. Travel videos give your brand credibility:

Although videos can be edited and photoshopped, it’s a little more difficult to fake the look and feel of a tourism destination in a travel video compared to a print advertisement or digital banner. While many photo-based campaigns blend stock photography with proprietary content, most videos can’t risk using stock reel in a property tour video for risk of false advertisement. Users are more inclined to believe the size of your rooms or quality of your property is what you tell them if they have seen it in a video. It’s time to put your money – er, we mean camera – where your mouth is.

Travel videos can be more inspiring than almost any other form of media. When an entire vacation is condensed into a 30 second commercial or social media video, you immediately take your brand to the next level. Since our team of marketing specialists live where many people vacation, we’re primed to help you craft the perfect video for your brand. Give us a call today.

Don’t be that brand: The ultimate video DON’T list

There is no question that video production can be a powerful marketing tool. Brands use video to educate consumers about new product types, walk prospects through a free trial experience, engage audiences, or showcase the features and benefits of a brand. Video can even simply be a way to delight, entertain, and reinforce brand imagery. There are so many great ways to use video that it’s hard for us to pick one handful of really amazing advice. Instead, we decided to share our ultimate “DON’T” list. Avoid these guaranteed video fails on your next project and you’ll be off to a good start.

1. Remember people’s attention spans are … what were we talking about again?

People’s attention spans are shorter than ever. The average video watcher needs to be hooked within the first three seconds of watching or they are less than 15% likely to complete their viewing session. Similarly, even the most engaged users tend to drop off around the 30-second mark. When choosing a topic for your video – whether it’s product, brand, or education related – choose something that can be conveyed in under 30 seconds, or that can be split into a series of smaller videos.

2. SFW and being audio friendly:

Some companies make the mistake of putting all their juiciest content into the audio portion of their 30 second commercial. While audio is indeed important, many viewers watching on their smart devices or at work may opt out of the sound on your video. If you’ve ever received an email with the subject line “Not SFW” you may understand why. Make sure that your video has elements that are clearly conveyed using visual cues, as well as sound, for maximum effect. For example, a 30-second spot with a man talking about your product behind a white background is only effective if that viewer has sound on. A more effective version would be him showcasing the product doing something amazing while talking about it. And don’t forget, a few strategically placed headlines can go a long way.

3. Boredom kills any 30 second commercial:

If you don’t want to watch your video, neither do your customers. Even the most serious topics can be tastefully presented using a little personality and levity. Your local Orlando marketing agency can help you strike the perfect balance between entertainment and education so your customers enjoy watching your videos enough to remember the key messaging you planted inside that content. You can also tap into your own customer base by soliciting user-generated content about your brand. Testimonials and product DIYs are almost always more effective when coming from customers to help generate trust and authenticity, so this may be a great option for brands on a budget or those without a robust in-house creative team.

4. Location is everything, even in videos:

Before you create a 30 second commercial, consider where you want to place it and what you want it to accomplish. A video focused on brand awareness would be shown in a different place than a product tutorial, for example. To help guide your video story boarding and production, make sure you know exactly where you’re going to put them. If you simply create videos to have them, you risk missing out on using this awesome resource or misusing it and losing critical engagement.

 

Ready to get started? Get your camera ready, your creative team hyped, and your site primed. you’re next 30 second commercial is going to be a hit. And don’t worry, we’re here to guide you every step of the way.