WE DON'T MAKE FILMS. WE MAKE A FOUNTAIN OF MEDIA.

AS A FILM PRODUCTION COMPANY, THAT'S AN INTERESTING OPENER.....

What use is a single film? Well it does have it's place of course. A good brand film lifts the perception of a company, adds value, communicates history, expertise & passion. It can do a great deal to improve the value of a brand. However; it sits on your website or youtube channel and if you don't have an interested visitor, then who sees it?

This is why Marketing Departments & Social Gurus have Marketing Funnels. There isn't anything esoteric about the Marketing Funnel, it is simply a way to visualise how the customer makes a journey from first meeting your brand, product or service, to the point where they buy your product or become a service customer. The funnel is created to help them make that journey, answering questions, managing doubts and assuring them that your product/service is the one they should choose.

The marketing funnel uses many types of media on its stages. 'Rich media' such as video is a very effective way of communicating. So for most, video plays a large part in populating the funnel.

• The top layer - classed as ATTRACTION or AWARENESS; is the layer that makes new contact with potential clients. This consists of very high quality media usually distributed through boosted social media channels and adverting, it grabs the attention of the potential customer and draws them into the funnel.
• The second layer - CONSIDERATION; this is the stage where the customer is drawn down to engage with longer types media - often video about 2-5 mins in length, answering all the initial questions a new customer may have and revealing further details about the proposition on offer. The media should be of good quality and have an authentic and sincere note to the content.
• The third layer - DECISION; at this point the customer is making real decisions and media of 3-5 minutes is required. Its content should be the conversion point for the viewer. Wider issues are addressed and the key benefits are again explained leading to a very definite 'call to action'. At this point the sale is made or the customer is converted into trying your service. The quality of the media required in the video can be of a medium production standard.
• The bottom layer - it is here where media sits that helps retain the customer. These videos explaining support material, 'How to Videos', 'Help Videos' and anything else to both support the new customer or maintain your position as the 'Experts or Market Leaders'. The quality of the media required is medium to low in terms of production value. Content over presentation is fine.

The above section produced a couple of important questions....

1. Where am I going to get all the media required?
2. Do I need to use a video production company to make it all?

Well, we would be the first to say that you do need a lot of media. 1-3 pieces for each stage, but you don't need a production company to make it ALL for you. (10 years ago yes, but not now..)

The top stages of the funnel should only contain media of the highest standard, you only have one chance to make a first impression. (A production service such as ours is ideal, we have low overheads but 20+ years experience in media creation).

For the lower stages of the funnel you can make the media yourself, if you have the budget for a few hundred pounds of equipment and the time to shape the end result in basic editing software then it can be done. If you need help in getting the standard of what you produce to the required level, I can help you with that. I can also help you with the choice of equipment, train and oversee the first results.

Working Smart

I am a huge fan or re-purposing assets, making what is captured really work for you. The time and effort in capturing the material to make a Brand Film (for example) which can be edited, re-edited, broken in to small sections, optimised for social, audio extracted for Podcasts and Behind the Scenes Media produced, is money well spent if it produces a huge amount of assets. A good 'capture session' where we record footage, interview people, shoot background material in order to tell a Brand Story, can be re-edited in so many ways. We always make suggest making use of them.

Working smart is capturing what is needed to make a brand film, but doing it in such a way that a huge fountain of media can be produced.

Fountain of Media

Producing the Fountain of Media from a single capture session is one of our specialities and the many varied results can sit at various levels of your Marketing Funnel. So, when I say 'We don't make just films' I mean a Brand Film is only one part of what should be produced out of a single capture session. Understanding the bigger picture, feeding your marketing funnel (or helping you create one) is the most effective way to approach a project and to achieve results.

Video media should be worked hard, be effective and exist as a major tool in to achieve your aims. We are here to help and love what we do.

Steve Allen

Chrome35