What do Dogs with Vlogs Have to do With Your Communications Goals?


Whether you like it or not, at this very moment a certain percentage of your workforce is most likely online watching a vlog of some sort. It may or may not be work-related. In fact, it may even be a dog’s vlog. (Seriously, just do one quick YouTube search on “dog vlog” and see how many come up.) Why not turn that habit into an opportunity to deliver one your key messages “first hand” via an executive from your leadership team? The more your employee base or key external audiences see and hear from your leadership team, the more relatable the messages and the individuals become. What’s stopping you? Your audience is already there.

If you think you and your team lack the time and/or budget to create, script, produce and post a vlog at regular intervals we can help. Our team can work with your in-house subject matter experts to craft key messages, script and prep your executives, create an editorial calendar for the vlogs, pace them at an appropriate rate to post and then post and provide you with the metrics on who’s viewing them and how often.

Sound too good to be true? It’s not, and if you’re not leveraging regularly-scheduled video messaging, and in this case, in the form of a vlog, you’re truly leaving a gap in your overall integrated marketing communication plans regardless of whether it’s an internal or external audience your team is tasked with reaching and influencing.

Also, if a four-legged creature is part of your family, next time you find yourself on YouTube make sure he’s not vlogging without you knowing about it. Or, better yet, set up your furry friend with his own. In the mean time just reach out to us if you’d like to talk vlogs.

The Power of a Story… #1 of the Top 5 Reasons Why Video Works

We’ve arrived at number one of our “top five reasons video works” — storytelling. It’s why video works as a communications tool unlike any other. It allows for anecdotal and conversational messaging — the kind that resonates like no other.

Video is the perfect medium to tell stories or use analogies to emphasize your messaging and allow it to be truly heard. Covering a speaker with support video — or B-roll — that illustrates the topic, shows a brand, and provides for visual learning strategies is a powerful and proven tool.

If you think storytelling has no application in a corporate environment consider Apple’s Super Bowl ad “1984” from… well… 1984. It’s still one of the most talked about, studied, and dissected pieces of corporate messaging that heralded the dawn of the digital age. And, guess what? Besides being shown only once, it told a story: visually, audibly, and emotionally.  There’s a reason we can still conjure up the images of the runner with the giant sledgehammer.

When a message is paired with compelling images, a strong storyline, and specific context to make it relatable it’s truly powerful. When you think of that Apple spot, do you remember the soldiers running, people sitting, the woman in running shorts throwing a sledgehammer, the giant screen shattering?! Maybe you even remember the product being advertised: the first Macintosh.

Whichever it is, next time you’re faced with reaching out across your key audiences, make sure video is in your mix of tactics and use that power to delivery your messaging.

Everybody’s Body Tells a Story… #2 of the Top 5 Reasons Why Video Works

Lately we’ve been discussing the “top five reasons video works” — and we’ve arrived at number two – body language. Everybody’s body adds critical data to the stories they are telling, and the information they’re conveying. Whether it’s one-on-one, or an image being broadcast to a wide audience; there’s no getting around our brain’s hardwired ability to pick up on visual cues.

E-mail, Twitter, Facebook, and Instagram strip these cues from messaging unless video is included. In a corporate world with ever-decreasing budgets, but always increasing expectations and objectives, video is one of the few proven tactics to offer a solid ROI.

At times, visual cues can be more important than what’s being said. Consider the classic case study of the Kennedy/Nixon presidential debate. Candidate Kennedy was tan, rested, well tailored, calm, precise, and measured in his comments. When answering questions he fixed his gaze comfortably at the camera. Nixon, on the other hand, was rumpled, pale and sweaty, and his gaze kept shifting away from the camera. In the days prior to the broadcast he had been battling a flu that left him 20 pounds underweight. He was also nursing a bad knee that he just so happened to bash again when exiting his car to enter the studio. It was the first televised presidential debate our country ever witnessed and the addition of a visual element to the proceedings did not bode well for Nixon.

Those who listened to the debate on the radio declared Nixon the victor, but people who watched on TV overwhelmingly called Kennedy the clear winner.

Fast-forward to 2008 and consider the power of the visuals and sound bites from a fit, young, candidate impeccably tailored in a skinny suit, using traditional media and social media to leverage video messaging as if he grew up with it. You get the picture…

Keep these examples in mind as you consider video as a communications tool to leverage the complex and critical element of non-verbal communications. The right video production team will help you choose an appropriate subject matter expert to put on camera, craft the messaging, and coach the delivery of it.

This year, make sure your communications team is making the best use of your budget and deploying tactics that include video to ensure your audience is being reached. That way, next time budget season rolls around you have a strong case for the effectiveness of the tactics you’ve deployed. And, when you present that case in person, realize what you are saying is as critical as how your body is reinforcing what you are saying.

Talk to you next week…

What’s In It For Me? #3 of the Top 5 Reasons Why Video Works

Lately we’ve been discussing the “top five reasons video works.” We’re now at number three, which boils down to “relatability.” It’s also sometimes referred to as the classic “WIIFM” or “What’s In It For Me?” reaction to information.

When done right, a key message delivered in first-person, using video as the medium can quickly establish the critical element for viewer engagement, and an answer to, “What’s in it for me?” It’s all about setting the right tone and tenor for a brand, company, and/or organization. Time and again, video is the proven “go to” communications tool to get this done right.

Think of it this way, your audience (regardless of the demographic you’re trying to reach) has established their own “trusted sources” for information as professionals, as well as in their daily lives as consumers of news. In a digital age these sources are no longer print-based; they’re utilizing all the assets of video – sound, intonation, and supporting images and graphics, to establish credibility and the critical element of relatability. And therefore, the messages are getting through to to their audiences.

So, the next time you have a message that needs to reach across your enterprise, remember to make the best use of your communications dollars and turn to a tactic with a time-tested ROI. Talk to you next week. In the mean time, be mindful of the sources you trust for your news and it will no doubt remind you of the power of video.

… Money, Money, Money… Money! #4 of the Top 5 Reasons Why Video Works

Lately we’ve been discussing the Top Five Reasons Video Works — and we’re now at number four. We’ve been delving deeper into each aspect so that you get a better understanding of the return on your video dollars, and we’re helping you sort out what makes sense. It turns out that today’s topic is just that — dollars and good sense.

Corporate video production is an industry built upon a foundation of a proven, time-tested tactic. That’s no small feat in a digital age. It’s also one of the few tactics that has yet to be eclipsed by a disruptive technology. Granted, the device upon which you and your customers are watching a video has changed significantly over the years, as has the technology used to produce it. However, one thing remains constant: video is a proven return on investment of your communications dollars.

It’s simply common sense that in order for a message to resonate it must be heard, and it must be put into a meaningful context. A well-produced video created by a trusted, efficient, and experienced source does just that, and more. It’s a return on investment unlike any other in your integrated marketing communications plan. We’ve heard time and time again from our clients both big and small that deadlines, budgets, and headcount are all being compressed exponentially, but they report that video continues to be one of the few tactics they consistently count on for results.

So, next time you have a message that needs to reach across your enterprise remember to make sense of your communications dollars and turn to a tactic with a time-tested ROI.