How to Spend That Leftover Marketing or Communications Budget for 2022!
As we prepare to breeze through Halloween 2022 (it is October 31st after all) and into the blurry haze that can be the last two months of the year, many marketing and communications teams are left with that most pressing of tasks: what do with this year's leftover marketing or communications budget?
Just like the rest of their colleagues and peers around the world, many teams in APAC and Asia structure their budgets with a "use it or lose it" mindset, which requires their teams to constrain and contain expenses within the calendar year rather than rolling unused funds to the following year.
For marketers or communications professionals facing the clock on the expiration of these funds and the doom and gloom predictions of what next year may hold for the global economy (and your next years spend), the next few weeks are the perfect opportunity to put those funds to good use and invest in some smart video content that can be produced this year to be ready and raring to launch in early 2023!
Just like any other investment you make in your life, it pays to think up front about what you may want to achieve from this investment, ie what is the return you are hoping for?
A simple way of doing this is to start thinking now about your goals for Q1 2023. What are you hoping to accomplish? Where do you see your marketing and communications priorities in the new year to come?
Once you have that goal firmly focused in mind, you can kick of a video project for the type of content that aligns best with those goals!
(And if you are unsure... That is okay... Just like any other investment you make in life, their is a team of advisers waiting to help you unpack your goals at help you achieve them at APV)... All you need do is drop us an email or give us a call (+852 2827 2122).
Still wanting a bit of immediate guidance? Here are some tips on the video types that are most commonly utilised by marketing teams and communications teams in Q1.
Brand Film
A great way to spend left over budget from one year and to get your brand aligned and in shape for the next is by revisiting your current Brand Film (or "About Us" video) with your extra or left over funds.
Brand Films are great because of their extreme versatility.
They help your audience (internal and external) feel connected to your brand on a deeper, more personal level and can be used to highlight your brand, business or organisations mission, origin story, and/or values to showcase to your audience what you do, or how you do it differently to your competitors.
Video is the best medium for this type of story as it is highly effective at conveying real emotions and building a relationship with viewers through a highly persuasive combination of imagery, text/graphics, sound, voice and music.
You can use a Brand Film to update the content on your website, share your story across your social channels or even to embed a more personal touch to existing marketing flows (like a HubSpot email drip campaign or a conversion driven landing page).
Team Video
Everyone knows the last two years have been challenging for hiring and retaining staff.
The great resignation across APAC and Asia in particular has made the hiring space more challenging in recent times.
The fact is finding the right talent is harder, it is an employee's market, and you need to find new and exciting ways to separate yourself from the herd.
A very simple, effective and powerful way to attract top candidates is to create a team video that highlights your culture, mission, employee benefits and what makes your workplace and organisation so special.
Because video builds an emotional connection between the story and the audience and has a sense of reality that other formats don't possess, it is perfect to the capture the attention of candidates, to demonstrate your authenticity and to connect and build your recognition as an employer of choice among prospective candidates.
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The other great thing about video is that you can link to it from job descriptions, company profiles on sites like LinkedIn and Glassdoor, and even find a home for it on your website's career page.
At APV we love creating unique team videos for our clients, that represent who they are, who they aspire to be, and who they are looking for to make them more complete. We find it so rewarding to be part of helping you find the talent you need. If you HR team could use a boost or you just want a great asset to show of your brand and company culture from the insiders perspective, a team video is a must.
Training Video
We all want to be better heading into the next year (that's why we set goals and new years resolutions), so why not consider spending some of your left over spend on improving an area of your business through an engaging and useful training video (or series of videos).
Staff training videos are a category that continues to see massive growth in the video industry.
Unsurprisingly the COVID-19 Pandemic has had a lot to do with this as regular training has become a difficult task to manoeuvre.
It has also raised the requirement for extra training regarding working from home, mental health awareness and other issues that have become a focus of the workplace over the last two and a half years.
There are a number of elements that go into the creation of creating a great training video or series, from the creation of an enticing and educations script to the choice of video style that you select at the final production stage.
The good news is, no matter what kind of training video you are looking for, the team at APV can help!
Case Study Films
Our last tip for this weeks newsletter is to consider putting some of the learnings you may have made through this year into a persuasive and engaging case study film that could have significant relevance going into next year.
Creating a case study video (or series) featuring your customers or employees brings a human side to your work, advertising the difference that your brand has made on people's lives.
Both customers and employees are (in different ways) looking to put trust in your business, a key way of building this trust is to showcase your brand in a positive, authentic way, showing real life effects that your brand can have on customer and employee lives/
Case study films (be they for a customer or employee) are designed to help your audience understand who your brand really is, and how they can help them in their journey.
CONCLUSION
We hope that you'll be inspired to use these tips to maximise your end-of-year budget.
We understand that there are many choices you can make with your marketing and communications spend, but none of the others provide the clear benefits of video as a gift that will keep on giving (well beyond the life of this year's budget) into 2023 and beyond!
To arrange a free consultation on how APV can help, please visit our website or contact our Executive Producer Thomas J Elliott - 艾湯姆 to book a meeting today!