Strategy first. Video second.
Your company doesn’t need another overpriced video just to be forgotten about the next day. It needs a team of media professionals to research your market and competition, define your customers and audience, and create actionable video content that creates engagement, relatability, and provides transparency. You’re better off with a low-quality production backed by a comprehensive strategy versus a quality video with no strategy. Luckily for you, we focus on and provide both quality and strategy.
A very rough breakdown of our overall process skipping all the intricate details:
- Learn about your company, missions, and goals
- Market research locally, nationally, and internationally wherever applicable
- Identify and define your target audience
- Develop a video content strategy based off of bullet points 1-3
- Script and storyboard
- Mobilization and production
- Post Production
This brief overview is crucial to our process when producing content for our clients. We have to know the in’s and out’s of your business and market in order for us successfully create content for your business and market. If we don’t, it’s like moving to a country without knowing an ounce of the language or the culture. Can you imagine how difficult it would be to move to Bangladesh out of the blue knowing nothing about the area, the people, the culture, or the language? Pretty damn hard.
Tell. Don’t Sell.
The game has changed. The way content is produced and advertised is different. The way consumers interact with said content has evolved. Yet so many companies are still married to old-school methods that produce little results and turn customers away. One of the most popular is selling versus telling. You’re probably thinking, “Well, I’m a business. I have to sell to stay in business and grow.” We understand that you’re a company that needs to turn a profit and sell your products or services. When we say tell don’t sell what we’re saying is connect with your customers rather than trying to push your products or services on them. It’s off-putting, annoying, and people will just skip or scroll past your video anyways.
No one wants to see you stand in front of the camera for thirty seconds to a minute straight and hear you talk about how long you’ve been in business or why you’re the best at what you do. They don’t give a shit, and neither do we. There is a time place for video content like that, but are often produced in the wrong way and advertised on the wrong platforms inevitably turning off potential customers.
Wants vs. Needs
Speak to your customers. Establish a relationship. That’s what business is: it’s a relationship between you and your customers. With so much competition in each industry and the rapidly changing methods of advertising and consumer behavior, it’s very easy to get lost within all the noise. Ask yourself: are my products or services a necessity or a want? If they are a necessity, you’re not the only one that provides the same product or service. Toilet paper is a necessity, but you’re not the only brand or manufacturer. Dish soap is a necessity, but you’re not the only brand or manufacturer. Catch our drift? There a number of brands selling similar or the same products through various convenient outlets for consumers. The top two things we’ve noticed that matter greatly in a “necessity market”:
Picture yourself shopping at your local grocery store. Next item on your list is paper towels. You see eight different brands on the shelves before you, including the discounted grocery store brand. Each brand with their own logo, slogan, and sales pitch. Absorbs 25% more fluids! 2X the amount of paper! What you really care about is the cheapest price with the most quantity. After all, all you’re really going to do is use the paper towel to clean your hands or wipe your mouth when eating and then toss it in the recycling bin. You’re looking for the greatest bang for your buck.
Convenience is becoming an increasingly heavy variable in our lives today with the growth of online ordering and shipping like Amazon.com with prime delivery. Free same day shipping? Two-day shipping? Order products just by talking to your Amazon Alexa in the morning and come home after work to find a box of paper towels on your doorstep? Yeah, we’ll pay an extra buck or two for convenience like that. It beats having to go to the store spending that time and energy on trivial tasks like going to the store for a handful of items allowing us to allocate that time and energy on our businesses or personal lives.
Wants are different than needs.
A want could be a leather goods boutique or an e-commerce store that sells and ships bags of coffee beans. These are not necessary items (even though we secretly have to admit that coffee is necessary for the sanity of our team). You don’t need a fancy leather laptop bag but odds are you probably want one. The top variables we’ve noticed in a “want market” are:
We left price out of this one because people are willing to pay different prices for different products based off of their desire for said products. This is where things can get interesting. Someone may be more inclined to pay $1200 for a MacBook versus $150 on your custom leather laptop bag (after all, you do need a laptop to put a laptop bag to use). Why? Because they “need” it for school or work. However, after spending the hefty $1200 on a laptop, they may have a hard time justifying spending another $150 to $200 on accessories for their laptop. This is not true for everyone, as everyone’s financial situation or purchasing behavior is different, but it’s important to consider the high probability of a scenario like this. They may already have a backpack to carry the laptop or may just opt-in to purchasing a $20 laptop cover.
How do you speak to this customer? The way you speak to them is different than someone who has owned their laptop for a year or two. The way you speak to someone who just bought a laptop is different than someone who is interested in purchasing a laptop. One product. Several different states of minds. Several different customers. Several different selling points.
The point of all of this is understanding your consumer. Understanding their behavior. Understand the variables that influence their purchasing decisions. Understand that some things are wants, some things are needs, and some wants feel like needs. No one needs an iPhone, but dammit if we don’t feel like we do. Why do we feel like we need an iPhone or any smartphone for that matter? Or a laptop or desktop computer? Because the way our world operates has adapted to devices like these and utilizes them in everyday operations. E-mail, messaging, shopping, food ordering, etc. etc. etc. You can easily send a letter, but you’re not going to. You could easily use a payphone (good luck finding one nowadays) but you’re not going to. You could easily have a landline or use a phone book, but you’re definitely not going to. The simplicity and convenience of these devices that allow us to keep up with our fast-track society are what makes some wants feel like needs.
So, how are you going to make your services or products that are a want feel like a need?
If you don’t understand your market, customers, or competition, it’s going to be hard for you to sell anything if you don’t know how to talk, respond, react, and adapt. Any video you produce, any picture you take, or any advertisement you promote will be almost pointless if it doesn’t meet geographic, demographic, or market needs. You’ll be hitting a brick wall with your fists instead of a sledgehammer. Our job is pointless if it doesn’t cater to your market and customers. The point of our video production services are to create high-quality content that puts you or your company’s best foot forward and talks to your customers versus trying to take something from them. Talk to them. Educate them. Provide them with value. Make them feel comfortable with who you are. Build trust and cultivate a relationship and a community. Prioritize consumer value over company profits and ironically your profits will increase. It all funnels back to your company growing and profiting — but it takes work and often times we notice people are too prideful or hard-headed to take that route.
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Send us an e-mail today to learn more about our process and how we can help you. We’ll get to know you, your business, ask about your company goals, and see how our team can be a good fit for you.
Hi! I’m Xhon Dang, the director over here at Uknighted Media. I’m allocating a lot of my focus to this website to create an extensive blog and video library that can provide you and your business with tremendous value. Topics ranging from video production, content creation, data collection, marketing, advertising, DIY, and more. We appreciate you stopping by. If you need to speak to a member of our team, use the contact form below! 🙂
Get in touch:
If you’re in need of video production services or have questions about digital marketing, use the form below to get in touch.
Xhon Dang, Creative Director/Partner
Aristotle Montemayor, Producer & Sales/Partner
Bold City Eats