First of all, we love what we do. It’s fascinating, rewarding, and exciting work. Part of the reason that’s true is that video is still (relatively) new as a discipline for brands and organisations that put content at the heart of how they talk about themselves.
We love to demystify what we do, to open up new ways of thinking about and doing video that brings clients’ stories to life. We’re exploring strategically, creatively, together. At the same time, people have been making films forever. And we’ve been around a while. We count ourselves as both part of the old guard as well as the vanguard.
So we’re taking responsibility here and calling time on some misconceptions, untruths, truisms and fictions. Some old, some new. Some we are guilty of ourselves. There’s no blame here, just an opportunity to set the record straight. To blow the whistle.
Seven phrases that should you come across them, should act as a warning that that all might not be as rosy as it seems, a sign that your video project might be about to enter dangerous or risky ground…
Most marketers and communications departments are keener than ever to place video as a central tenet of their planning. But with so much to get right first time, planning projects and executing effectively can quickly unravel.
So how can we help?
Here, we share three general best-practice tips and five executional ideas. These are geared to the challenges faced by marketing and comms teams right across the financial services sector, from investment banking, to FINTECH, insurance and building societies.
TIP 1: ESTABLISH A SERIES AND PLAN AHEAD
Rather than an ad-hoc approach, having a raft of topic ideas to hand well in advance of production is extremely helpful. Integrating that into your wider marketing and communications planning can be challenging but is a very necessary way of doing things.
In the run-up to the EU referendum, we were all bombarded, to the point of “information overload” (RIP Alvin Toffler), with “facts”, opinion and argument, aimed at influencing our vote.
Some remained steadfast in their views throughout. Others were unsure even up to the last moment. But many, myself included, found that all of this information had a limited effect on helping us make sense of what was clearly a complex issue. We were in unprecedented territory after all.
And now, as the dust settles on the result, we hear, many votes were cast based on arguments that were skewed, illogical and factually incorrect.
Campaigners were tied to the standard approach: press, old-fashioned leaflets through letterboxes and (much-maligned) posters on billboards and buses.