How much does promotional video cost?

At Mod Media, we get asked this question quite a bit.  And unfortunately it is without a definitive, all encompassing answer.  It would be the same if one were to ask an architect how much a house cost.  Just as in commercial construction, there are questions to be asked and desired end result to be considered.

We can however, bring to light some variables that do come into play when a proposal is crafted here at Mod Media or any other reputable video production company here in Nashville.  Once one begins to understand many of the costs inherent in quality video production, it becomes clear as to why companies are not able to offer cookie cutter pricing.

Considerations:

-Talent:  The value of professional talent cannot be overstated, but do charge for their services.

-Venue:  While some projects only require some space in their office, others elect to shoot at specific venues.  Clearly there is a natural cost differential between a two-day shoot in the mountains versus a one-day shoot in a local office.

-Shoot Schedule:  Many projects can be executed in one day, but there are circumstances where crew must be in the field multiple days.

-Animated titles/effects:  Special effects or title animations can bring a definite pop to a production, but they do take time to create.

- Scope:  While most clients have a modest approach to their promotional video, some yearn for larger than life.

These are just a few considerations that video production companies take into account when building a price for a potential client.  And please remember, not every project requires all of these things – again, video production’s simplicity or complexity range the same as an architect and his homes.

www.ModMediaLLC.com

Promotional Video: Your Clinic’s First Impression

The past few years advertising budgets have been ravaged, and whole marketing departments have struggled to make ends meet.  But now as we move toward a healthier economy, companies are again investing where they can expect the highest returns – in themselves with promotional video.

Even through the recession, promotional video has kept steadily setting records for most consumed and desired media.  And because of this high demand in the public space, it is paramount to understand that not all video is created equal and one must take pride in the marketing initiative.

Promotional video can be seen as:

-The brands first impression made on the public.  Whether you are a dental practice or medical device company, the target market can be won or lost on first impression.

-A great opportunity to distance the brand from competitors.  As competition executes no video or worse, poor video, a top-tier video affords your brand a vital foundation in the target perception.

-A salesman; it is a direct representation of your brand.  A poorly executed and leveraged video is very much akin to a sales rep showing up in sweatpants.

-A powerful tool that can boost conversion and induce action.  In February 2012, Kissmetrics conducted case studies in which 60-84% of viewers were more likely to take action.

Your brand’s promotional video affords a rare and exceptional opportunity to forge your brands image in the target’s mind…make sure it’s a good one.

www.ModMediaLLC.com

How to choose the right video production company

Equipping your brand with video used to be 2 things:

-A Luxury

-Optional

Fortunately, technology has made tremendous leaps allowing for the power of video to be accessible and affordable.  Video is becoming more and more integral to a brand’s online and overall presence with no end in sight.  Forrester research cites that a company is 53 times more likely to be on Googles front search page if they have proper online video.

With not having video no loner an option, it leaves decision makers with a hard question; “Which video production company do we hire?”.  It’s true that the industry seems to be flooded with options, but using these tips, you’re sure to find the right fit.

Watch

Understand, that anyone with even a $250 camera from a local electronic store can technically call themselves a “Video Production Company”.  So while this may seem obvious, look at their work.  This is your brand you are entrusting them with, make sure they have a professional website with a professional video portfolio.

Compare

When you specialize in everything, you specialize in nothing.  This is a truth that holds true even in the realm of video production.  Compare your current media needs to what the production company has produced in the past.  Producing a music video, an onstage production, commercial spots, etc. are all VERY different structures and are not conceived the same.  Avoid the generalists, cling to specialists.

Professionalism

As you begin to make contact with various production companies gauge their professionalism.  The industry is creative in nature but must coexist with proper business etiquette.  Those that tend to be casual in this department are historically the same on meeting deadlines and staying within budget.  Demand professionalism.

Follow these guidelines when choosing a production company, and you’re sure to be thrilled with your end product.

www.ModMediaLLC.com

Increase Efficiency, Revenue, and Awareness (Series: 5 of 5)

You’ve done the work – the public is continually becoming more and more familiar with your clinic, your brand’s real and perceived value is increasing, and you’ve capitalized on new patients/clients.  Now what?

Ensuring that these welcomed effects persist is an integral part of this process; to do this Brand Loyalty is needed.

These are several tools can employed to generate and retain brand loyalty:

• Belonging:  Whether we like it or not, humanity is still very much tribal, and we like to be part of a team or club.  Your brand CAN do this by simply exuding a sense of welcome, community, and belonging.
• Accessibility:  People want to feel as though they can rely on your brand, just as they rely on a best friend.  When there’s a situation or question, your brand needs to be accessible to them through storefront hours, a phone call, or even an email address.
• Remaining Fresh:  A brand is alive; it’s living and breathing.  It should never be static – this spells certain doom.  Let your patients and clients know that your brand is staying on the top of their game and ahead of the curve with blogs, direct mailings, website updates, even tweets.
• Appreciation:  As simple as it sounds, sometimes it’s difficult to show our appreciation.  But in the world of dollars and cents, it’s a must.  Showing your patients/clients how much you appreciate them can be as effortless as using their name, saying “Thank You”, briefly listening to concerns, or dropping a handwritten thank you in the mail.

The influx of awareness and business is there, make sure it stays that way with these simple tools to build brand loyalty.

Thank you for reading our series on “Increasing Sales”.  We sincerely hope that you will reap the healthy rewards of these tools.  And remember marketing is much like the old adage “An ounce of prevention, is worth a pound of cure.”

Be well.

www.ModMediaLLC.com

Increase Efficiency, Revenue, and Awareness (Series: 4 of 5)

In our last post, we talked on the importance of brand awareness and a few tried and true options for its execution.  But before we send our marketing materials to press, we need to make sure EACH marketing vehicle is equipped with a clear call to action.

A call to action is imperative when trying to reap the rewards from your marketing efforts.  It’s allows the public (who’s interest you’ve peaked, and needs you’ve called attention to) the opportunity to initiate a relationship with your brand.

A few tips on crafting call to actions:

• Make sure it is predominate, and not embedded in clutter or text.
• Extend an offer (usually a small discount, or consultation, or even   cleverly   framed as an opportunity such as “now accepting new patients”)
• Be clear about how you want the perspective patient/client to respond
• Make the call to action EASY (A phone number for direct mail, a SHORT contact form on your website, etc.)

Once each marketing device has a clear call to action – pull the trigger, and implement your campaign.  Consistent marketing initiative will undoubtedly send your practices efficiency and revenue on a steady upward trek.  To learn how to keep it that way, come back for our last post in this series “Retain Brand Loyalty”.

www.ModMediaLLC.com

Increase Efficiency, Revenue, and Awareness (Series: 3 of 5)

Your brand is polished; you’ve discovered what needs your new and existing patients can begin to actualize, and now you’re ready to make sure the public has only one real choice – your brand.

Brand awareness is imperative when it comes to nurturing and preserving your practice.  If the public doesn’t know you exist – it’s hard for the phone to ring.

Brand awareness occurs when the public can be exposed to your brand and immediately associate it with what it performs (brand recognition) and when the public can recall your brand when exposed to your field (brand recall).

As you can see, the battle for awareness takes place in the mind of the public.  And this is a battle that can only be won through persistence, consistency, and resolve.  But stay strong, as this is a battle that yields very high returns.  If Coca-Cola stopped advertising after they gained their number one position, would they still be number one?  Certainly not.

To initiate your campaign, be prepared to utilize all marketing channels that the current budget can account for.  Here are a few tried and true avenues that one can take to ensure brand recognition and recall:

• High-quality promotional video
• Sturdy website
• Direct Mailing
• Social Media
• Print Media

Just remember that no matter the medium, the branding and message needs to be consistent, in harmony, and have a clear call to action (which will be covered in our next post).

The key to the campaigns success is staying on top of it, and allowing for the message to shroud and penetrate the public perception – stay strong and continue our blog series next time with “Call to action”.

www.ModMediaLLC.com

Increase Efficiency, Revenue, and Awareness (Series: 2 of 5)

Now that you’ve taken a firm look at your brand and prepared it for the mainstream, we are ready to move forward with increasing your brand’s revenue.  Your facility, trade, or service is ripe with marketing potential; just answering a few questions can aid when deciding how to proceed.

Ask yourself:

     Is there a service that we offer that the majority of our patients aren’t taking advantage of?   [ A good example of this would be a dental practice that sees many more Cleanings fulfilled than the more   profitable Whitening service.]

      Is our brand being diligent when it comes to remaining an important service in the mind of our patients?  [If you’re offering a service that is supposed to be rendered quarterly to the patient, and they are only showing up once or twice a year – it’s a good time to create content on why this service is a “must”.]

     Is our brand exploiting its position among competitors?  [If you are the number one chiropractor in the region, make sure to hold that position by letting that message subtly come through in your marketing.  If you’re the number two, educate the public on a service you offer that the number one competitor doesn’t.]

Once you answer these questions, you begin to see where efficiency in both your practice and revenue streams are lost.  This information can turn into powerful ammunition when moving forward with your marketing campaign.

We move forward to the next step of “Implementing Your Awareness Campaign” in our next blog post.

www.ModMediaLLC.com

Increase Efficiency, Revenue, and Awareness (Series: 1 of 5)

Every clinic or practice hopes to increase revenue each year; but real actionable steps are needed to bring this into fruition.  While an entire collegiate curriculum could be devoted to this premise, we will focus on aiding your wellness brand through marketing and advertising means.

Whether you entrust yourself, or a specific department head with the clinics marketing objectives there are five steps to giving your practice the advantage of a healthier bottom line utilizing simple advertising techniques.

The Five: Helping your Wellness Brand

1. Brand Polishing
2. Create a new need/Remind of existing one
3. Implement Brand Awareness Campaign
4. Easy access to call of action
5. Retain Brand Loyalty

Over the next 6 posts we will delve into 1 of the 5, allowing for easy implementation into your facilities marketing initiatives.

Today, we look at brand reinforcement.  Advertising is a process of throwing out your net, capturing new and existing fish, and bringing them aboard your boat.  But before you begin casting your specific branding net, the boat needs to be polished and ready for your new and former captures.  Remember, the goal isn’t to haphazardly throw a net out, and drag anything that moves onto your boat; the goal is to cast the most irresistible net out there, have the fish clamor to be in its grasp, and want to change its mailing address to your boat.

Taking an objective look at your brand is how you begin to understand what tweaks you need to make, if any.  Ask yourself:

Is there a consistency/cohesiveness to what’s presented at the clinic and in its marketing materials?

Is our medical and wellness brand “saying” exactly what we want it to, TO whom we want?

Realistically, the brand needs to accomplish what objectives?

Once these questions are answered, profitable tweaks can be made to the brand allowing for a great foundation for increasing sales this year.

www.ModMediaLLC.com

“Shreddies” – Video Production Nashville

We, at Mod Media, talk a lot about the public perception. It is real, and it is what brings MORE or LESS value to a product/service.

Today, we stumbled upon a TED talk from last year with Rory Sutherland, a world renowned advertiser. Although we posted the whole talk (which is dead on), we think you’ll catch the message if you skip to 11:55 and enjoy the story of Post Cereal’s “Shreddies”.

www.ModMediaLLC.com

Value of Video – Video Production Nashville

Your brand is alive, it’s never static. It moves, grows, and evolves – and if we don’t keep up with the demand of the public – it degrades.

It embodies everything that is posted, and sometimes more importantly, what is not.

2011 will be another year of explosive online video growth; it is a dynamic asset whether one is building a brand or simply reinforcing an existing one. Video is a palpating, breathing, action evoking vehicle that can breathe new life (and new clients) into a brand/company. The limiting factor for online video, slow bandwidth, is now a thing of the past as broadband is king and many consumers now have high speed on their mobile device.

Let your brand move this year, with video.

www.ModMediaLLC.com