Rebooting your video campaign

Something old is new again. Actually several somethings. Like that jacket in the back of your closet that’s so old it’s now become trendy to wear it again (“it’s vintage!”), reboots are all the rage these days. There’s a new Point Break. How many different versions of Superman and Batman have we seen on the big screen, with another yet to come this year?  Just this past summer, word got out that New Line Cinema is thinking about rebooting Nightmare on Elm Street (there was already a remake in 2010). And let’s not forget Star Trek, The Day The Earth Stood Still, War of the Worlds, Mad Max, Casino Royale, Robocop, and, going way back, the 1980s remake of Cat People. 

OK, maybe we should forget that last one.

Yes, reboots are definitely in. Sometimes the producers get a little snobby and insist their movie is a “re-imagining”. Jaded moviegoers say the reboots are just proof that writers and producers are too lazy to come up with new ideas. Like all things, the actual truth lies somewhere between those two extremes.

But Now We Come To You.

Reboots aren't confined to movies. Does your video campaign need an upgrade?

Reboots aren’t confined to movies. Does your video campaign need an upgrade?

You were ahead of the curve when you put video on your website. Now, a lot more businesses are catching on to the need for a solid video presence. You’re no longer unique. So, when should you consider doing a reboot?

No time like the present, especially since we’re in the new year. A previous post talked about why video is an important addition to a solid marketing plan for 2016,  and for those already in the game, the new year is also the perfect time to consider how you can keep moving forward.

While you can get a lot of mileage out of a good video, you should understand that video marketing is not just a one-time investment. Some videos can live indefinitely, but if you count on impressing potential clients and colleagues with your marketing plan, be prepared to keep upping your game with new material. Lest you think this approach is only for car makers, fashion designers, and other capricious occupations, we urge you to consider carefully before deciding you don’t need new videos. Even if you don’t change up your product(s) every year, that doesn’t mean you can just depend on the same old pitch to keep bringing in customers.

You Have To Change Things Up

Think about it: The vintage commercials for Raisin Bran were perfectly fine. The product hasn’t changed in decades. It’s bran flakes and raisins. Two scoops. But did Kellogg’s just keep those commercials around year after year? No, they changed things up, because they knew that familiarity breeds contempt. Or at least disinterest, which is a far worse reaction from a business standpoint. No, Kellogg’s knew the party was over for those commercials, and retired them, ensuring that instead of boredom they would evoke fond memories and the occasional nod of recognition in pop culture.

Don't rely on a roll of the dice. Your video campaign can be a winner every time if you keep it updated

Don’t rely on a roll of the dice. Your video campaign can be a winner every time if you keep it updated

Even if you’re the only game in town (geographically) for your particular product, don’t think you can rest on your laurels. Yes, it may be slightly more convenient for people to buy locally, but there can be fierce competition from companies like Amazon that can send a similar product to your potential customers at a better price. Even one-on-one services like consultancies aren’t immune, because these days one-on-one has expanded to include online meetings. Why get dressed, jump in the car, and drive for ten minutes when you can get the same advice in a video conference from an even better consultant in another city, all from the comfort of your own home? (We still recommend getting dressed as a courtesy to the person on the other side of the conversation.)

You need to find a way to retain your current customers and bring in new ones. A new round of videos may be just what the doctor ordered. Successful businesses know the importance of staying relevant, and part of being relevant is being visible. To stay visible, you have to keep attracting attention. A wallflower who has been overlooked or taken for granted at parties year after year may suddenly become the center of attention if he changes his hair color, switches out his boring old sweater and corduroys, or switches out her husband for her son’s college roommate (here’s to you, Mrs. Robinson!)

But Thats Not All

A willingness to change your approach is the first step, but it doesn’t stop there. In all of the examples listed above, getting attention does not always equal getting a positive reaction. Bob should have accepted his grey hair gracefully rather than opting for lime green. Ted should have asked for a second opinion before he bought those skin-tight black leather pants. Alice may have been justified in dumping her husband Bob when he came home with lime green hair, but going for a 20-year-old with purple hair probably was not her best alternative.

Ted’s best friend would have guided him away from the pants which ended up being so tight that he lost appendages to necrosis. Bob’s sister would have nudged some sense into his head and recommended that he opt for a subtle, but still noticeable, ash blond.  Alice’s therapist would have mentioned that her son probably wanted the apartment to himself when he suggested that she take his roommate out for a night on the town.

This is why it’s important for you to work with a video production company that engages you fully in the pre-production process, when planning and brainstorming are crucial. Getting a second, objective opinion is critical to ensure your plans to reinvigorate your video presence ride the fine line between going far enough, and going too far.

Never Be Afraid To Ask

One question to ask the production company is: “Can I reuse any of the video, graphics, still photos, or other assets from my previous campaign?” This is a fair and valid question, and your intuition should sound warning bells if you’re given an immediate, dismissive “No!” Recycling is not a crime in video campaigns, especially if you have assets that didn’t make it to the final cut of your previous videos. While we all like to have bright, new shiny things, you also have a right to get the most for your money, and if previous assets can be repurposed, you should be given that option. If the production company is against this, get firm reasons. The company may have good ones. For example, your old assets simply may not mesh with any video footage shot with the newest equipment. Also consider that even if your old assets are usable, they may look behind the times when compared to your competition’s video campaigns, which will end up making you look less competent and less desirable. Perception is everything, and the bird with the best plumage always gets a mate.

At Hencar we know how to help clients get the most out of assets they already have, but we’re also honest when there’s a need for new material. We want you to come off looking the best you can. Give us a call so we can assess your current video strategy and help you up your game to make 2016 a winning year for your business.