Volume 4 Number 1
After taking a week off for a new years greeting, let's get
back to our look at using video as part of your overall
marketing plan... This week: Use Your Words!
Let's first consider the words.
Consider your audience.
Don't talk down to them.
Don't talk at them.
Writing a script is not like writing for reading (like a
paper, book or article) - write conversationally. Remember you
are talking to people.
Next Week: How are you going to say that?
back to the top |
Volume 4 Number 2
Continuing our look at video as part of your overall marketing
plan... This week: How are you going to say that?
If email has taught us nothing else, it has taught us how
important inflection, volume and facial looks (and other
non-verbal communication) is. As a script is written, the
writer is keenly aware of the inflection and non-verbal
communication he/she wants to convey – they have to direct the
narrator/actor through direction in the script – on location
(during taping – video or audio) it is up to the director to
interpret the direction.
Next Week: ah… the sound of music…
back to the top |
Volume 4 Number 3
Continuing our look at video as part of your overall marketing
plan... This week: The Sound of Music
Music is important to your production. You should think about the tone you
want to set and choose your music accordingly. Remember that music is
copyrighted. Don’t plan on using your favorite Beatles tune without
planning to pay something to Michael Jackson (he owns the rights)! Most
production facilities have purchased music packages you will be able to
use without worrying about copyright infringement. Or you can talk to
ASCAP or BMI to determine the cost to use your favorite tunes for your
purposes.
Next Week: sounding off
back to the top |
Volume 4 Number 4
Continuing our look at video as part of your overall marketing
plan... This week: Sounding Off!
Sound effects… in a video? Definitely! You don’t think those TV punches
actually sound like that… do you? A well placed sound effect can help make
a point, attract attention or just provide a more universal sound –
something everyone can relate to (a telephone ring).
Next Week: shhhhh…
back to the top |
Volume 4 Number 5
Continuing our look at video as part of your overall marketing
plan... This week: shhhhh…
Sometimes silence is golden. Do not feel obligated to talk (or have an
announcer) throughout the entire video project. You can use silence to
make a point. Or, break up the talking with some music. Or, break up the
music with a voice. Plan your use of music, voice, sound effects and
silence in ways that enhance your message.
Next Week: what you see is what you get…
back to the top |
Volume 4 Number 6
Continuing our look at video as part of your overall marketing
plan... This week: what you see is what you get…
Now let’s begin a discussion about the visuals. Consider how you will use
video, graphics, animation (2D and 3D), photos, illustrations and text to
make your point. There are specialists for each area, so plan ahead and be
sure someone is coordinating the effort – you want the final video to be
cohesive – you don’t want it to look like it was done by different people.
Over the next few weeks, we’ll look at each visual area.
Next Week: video…
back to the top |
Volume 4 Number 7
Continuing our look at video as part of your overall marketing
plan... This week: video…
If you are producing a video, think videographer – that is a professional
to shoot your video. The advance of home video equipment to almost
professional quality, does not mean the amateur’s ability to shoot
professionally has advanced to the same degree. Would you trust yourself
to handle professional pans, zooms and tilts? What about lighting? What
about frame composition? The point of your production is to convey the
professionalism of your business – don’t start with less-than-professional
video – you can’t fix it later!
Next Week: graphics…
back to the top |
Volume 4 Number 8
Continuing our look at video as part of your overall marketing
plan... This week: graphics…
What are graphics? For our conversation, graphics are visuals that need to
be created specifically for your video. These may include backgrounds,
graphs, charts, models or other information for which you don’t have
video. Make sure your graphic designer knows television/video there are
specific idiosyncrasies to video you need to design for.
Next Week: animation...
back to the top |
Volume 4 Number 9
Continuing our look at video as part of your overall marketing plan...
This week: animation…
There are basically two kinds of animation – 2D and 3D. For our
discussion, 2D animation is movement of graphics. For example, moving bar
charts/graphs, showing movement of equipment (pistons, gears, etc.),
revealing text to emphasize the voice, or basically anything that moves on
your screen on the x (left to right) axis or y (top to bottom) axis.
Next Week: flying though the z-axis…
back to the top |
|
Continuing our look at video as part of your overall marketing plan...
This week: flying through the z-axis
3D Animation in video production can be costly - depending upon its
complexity and length. Typically people create a 3D version of their logo
(or other text-like elements) or they create their own universe in which
they play and manipulate "reality".
Next Week: cost versus flying logos…
back to the top |
Volume 4 Number 11
Zpd.TIP #11 seems to have become a victim of a numbering error... so we
will move on to #12.
back to the top |
Volume 4 Number 12
Continuing our look at video as part of your overall marketing plan...
This week: cost versus flying logos…
If 3D Animation is costly, why would anyone pay to have their logo fly
through space? To grab the viewer’s attention! Some of the ways you could
use your animated logo include… explain how the elements of your logo come
together. Use your animated logo as a transition between scenes. Open and
close your video with it… and then put it on your web site.
Next Week: Creating your own universe
back to the top |
Volume 4 Number 13
Continuing our look at video as part of your overall marketing plan...
This week: Creating your own universe…
The real beauty of 3D Animation is the ability to create your own universe
and then manipulate it in any way, shape or form – either representing
reality or your imagination. For example, if you need to recreate an auto
accident – use 3D animation… if you want to create an invasion from Venus
– use 3D Animation…
3D Animation is an incredible tool – use it wisely!
Next Week: Putting it all together.
back to the top |
Volume 4 Number 14
Continuing our look at video as part of your overall marketing plan...
This week: Putting it all together
Over the last few months we have talked about the video, the audio and the
graphics. Now it’s time to put it all together – The Edit. Regardless of
how you are using the video, the edit puts the story together in an
entertaining and cohesive manner. The edit will take more time than you
think. Over the next couple of weeks I’ll give you a bit of a primer of
what to expect during an edit session.
Next Week: Timing is everything.
back to the top |
Volume 4 Number 15
Continuing our look at video as part of your overall marketing plan...
This week: Timing is everything.
In the world of video, there are 2 fields to each frame and 30 frames in
each second. A 30-second commercial is 900 frames and each frame can and
should be viewed individually. You want to make sure all frames are good,
clean and come together correctly. You have options for getting from one
frame to the next in the way you put your project together.
Next Week: From one frame to the next...
back to the top |
Volume 4 Number 16
Continuing our look at video as part of your overall marketing plan...
This week: From one frame to the next…
The way you put your project together sets the tone. Your options include:
- a cut – a clean, abrupt change from one scene to another.
- a dissolve – putting two scenes together by fading from one to
the other.
- a wipe – transitioning from one scene to another where one
scene wipes away the other in a pattern.
- an effect – an all-encompassing term for putting two scenes
together using digital means to manipulate one scene to or
from another.
Next Week: the sound of editing
back to the top |
Volume 4 Number 17
Continuing our look at video as part of your overall marketing plan...
This week: the sound of editing
Your edit session will include sound. Typically you will begin with
the voice track. Then add video and graphics to match the voice. When
the voice and pictures are in place, it’s time to put in some music to
finish setting the tone of your piece. Of course there are other ways
to edit… but that’s next week.
back to the top |
Volume 4 Number 18
Continuing our look at video as part of your overall marketing
plan... This week: another sound of editing
Rather than edit to the voice-over, you can edit to music. Let
the beat/sound determine your transition, as well as your
timing.
Regardless of your project – communicate with your editor before
you begin and throughout the process. Remember that they are the
professionals that know how to make your project a masterpiece.
Next Week: whadda we do with it now?
back to the top |
Volume 4 Number 19
Continuing our look at video as part of your overall marketing
plan... This week: whadda we do with it now
Your finished product! Place it on your web site (or portions of
it)… Dub it to Videotape or DVD and send it to your clients… use
it as part of a press release… give it to your sales force to
assist them in their job. Keep in mind that you can use your
video or portions of it in many aspects of your marketing plan
fulfillment. Need some ideas, give me a call!
Next week: creating a identity
back to the top |
|
This week we are going to begin to look at developing an
identity. In my opinion, developing an identity is one of the
top two investments you should make in your business. Second
only to a well thought-out marketing plan (of which identity
should be a part).
You identity is simply how you are viewed/perceived by the
community – and more importantly your target audience. Next week
we’ll look at some examples of national identities so give you
better concept of what a well-developed identity does for you.
Next week: riding the red wave…
back to the top |
Volume 4 Number 21
Continuing our look at developing an identity, we are going to
look at a couple of examples…
Coca-Cola. Red. Coke is it! The wave. The Coca-Cola Script. –
and you can probably name most of their product line.
NBC. The peacock. “30 Rock”. Must See TV. – and you can probably
name a number of their programs – even some you don’t watch.
Your ability to instantly identify with Coca-Cola and NBC is a
testament to their success at marketing an identity. But they
are multibillion-dollar companies and you are… well, not a
multibillion-dollar company. It doesn’t matter. You must still
develop and market your identity. I’ll help you discover how.
Next week: getting started
back to the top |
Volume 4 Number 22
Continuing our look at developing an identity, we are going to look at
how to get started…
Getting started involves a complete understanding of identity… how it
is created, developed and nurtured. The first thing you should know is
that you have complete and total control over the image you create. It
begins with an understanding of your business, your marketplace and
your target audience. From that information you begin to determine how
you want to be perceived in order to gain the largest market share.
Next week: getting started
back to the top |
Volume 4 Number 23Continuing our look at developing an identity, we are going to look at
how to get started…
When you are comfortable with “what you want to be” in the eyes of
your market, you then begin to craft your identity. The elements that
typically make up your identity include:
- Your Logo
- Color
- Typeface
- Icons/Symbols/Shapes
- A Positioning Line/Statement
- Message
Those of you who have been with Zpd.TIPs know that for the next few
weeks we will look at each of these elements in more depth.
Next week: logo back to the top |
Volume 4 Number 24Continuing our look at developing an identity, we are going to look at
your logo…
Your logo is defined as a graphic representation of your company,
usually a combination of letters and symbols.
Everyone knows what a logo is… but what about the thought process that
goes into developing a logo. When Z promotion & design tackles an
identity project, we consider the following:
- The type of business you run
- Your audience
- Usage… TV spots, Large Signage, Small Labels, etc.
- How it looks in one color (black and white)
- Your budget for reproducing on letterhead, etc… number of colors you
can afford.
- Your personal likes and dislikes regarding logos, symbols and colors
Next week: how a logo is designed back to the top |
Volume 4 Number 25
Continuing our look at developing an identity, we are going to
look at how your logo is designed…
Different designers approach logos in different ways. Some will
offer you a few choices from which to pick the symbol that will
represent your child (business), other will work with you until
you are pleased with your new logo. Z promotion & design follows
the latter process. And, I can only speak for how we do things
as I give you insight into our process.
We begin with a conversation to discover the answers to the
questions from last week’s tips. Then it’s off to our secret
designers’ cove where we develop a series of ideas using a
single color – black. Those ideas are presented to the client
where they have a few options… they may love one as is (rarely
happens) – they may hate them all and send us back to come up
with some new ides (has happened once since 1996) or they will
typically send us back to revise some of what we have created.
In the interest of brevity… next week… what happens next
back to the top |
Volume 4 Number 26
Continuing our look at developing an identity, what’s next in logo
design…
If the client has sent us back for revisions, we comply. Usually we
are able to narrow down the options and the client finds a logo they
love. Really! The next step is to add color(s) to the design. This is
the same iterative cooperative process as developing the logo to begin
with. How many colors, the client’s color preferences and the intended
audiences are all considered at this step. Upon determining the logo
colors… we are done. Z promotion & design provides the client with
every file format you could ever want as the final deliverable.
It is up to the client and is a good idea to have your logo
trademarked and registered. We do not offer that service, nor do we
check copyrights during the design process, so it is a good idea to
have your attorney involved in the process, as well.
Next week… color.
back to the top |
Volume 4 Number 27
Continuing our look at developing an identity, colors…
As many of you may know there is a psychology to color. Different
colors mean different things and bring on different emotions and can
even invoke purchasing. The meanings vary from country to country
(something to consider if you are a global company). A Google search
will provide a plethora of sites and color meanings. I found one site
(http://www.akulapromotions.com) from which I will quote over the next
few weeks…
Next week… looking at specific colors.
back to the top |
Volume 4 Number 28
Continuing our look at developing an identity, colors…
In our search for the meaning in colors, let’s look at two or three a
week.
BLACK: authority, power, bold, serious, distinguished and classic. It
can also be associated with evil and submission.
BLUE: security, authority, faithfulness and dignity, fiscal
responsibility. It can also be associated with coldness and
depression. Studies have shown people are more productive in blue
rooms.
Next week… the some more colors.
back to the top |
Volume 4 Number 29
Continuing our look at developing an identity, colors…
This week’s colors:
BROWN: richness, politeness, helpfulness and effectiveness, solid,
reliable. Light brown implies genuineness.
GRAY: authority, practicality, earnestness and creativity. It is
traditional and conservative.
GREEN: health, fertility, freedom, freshness, healing, tranquility,
jealousy, status and wealth. It is easy on the eye and is calming and
refreshing.
Next week… a couple more colors.
back to the top |
|
Continuing our look at developing an identity, colors…
This week’s colors:
ORANGE: pleasure, cool, excitement, cheer, endurance, strength and
ambition. It is a great highlight color.
PINK: femininity, gentleness, well being and innocence.
PURPLE: spirituality, royalty, luxury, wealth, sophistication,
authority, mournfulness, upscale and artistic. It can also be feminine
and romantic
Next week… another batch of colors.
back to the top |
Volume 4 Number 31
Continuing our look at developing an identity, colors…
This week’s colors:
RED: excitement, strength, sex, passion, vitality, aggressiveness and
commands attention. Great for accents and it actually stimulates a
faster heartbeat and breathing.
WHITE: refinement, purity, devotion, contemporary, truthfulness,
sterility and refreshing.
YELLOW: warmth, sunshine, cheer, happiness, jealousy, deceit and
cowardice. It also appeals to intellectuals and is a good accent – it
enhances concentration, speeds metabolism, but can be overpowering.
Next week… which one(s).
back to the top |
Volume 4 Number 32
Continuing our look at developing an identity, colors…
After the last few weeks of looking at the psychology of color, you’re
probably more confused than ever. Nevertheless, when it’s time to
choose the color(s) to represent your business look at the psychology
as it relates to your audience. And consider your usages and the cost
factor. Is it more important to print with two, three or more colors
than one single color? … and why?
Next week… typefaces.
back to the top |
Volume 4 Number 33Continuing our look at developing an identity, typefaces…
There are thousands of typefaces from which to choose. But, there are
three basic categories; Serif, San-Serif and Specialty fonts.
- Serif Fonts: these are the fonts with “feet” – such as Times New
Roman or Palatino (Mac)
- San-Serif Fonts: these include the popular Arial, Helvetica and have
no “feet”
- Specialty Fonts: these include scripts, handwriting, dingbats or
other “strange” fonts.
Over the next week or so we will look at the best uses for each font…
and how it relates to a logo or image. back to the top |
Volume 4 Number 34
Continuing our look at developing an identity, typefaces…
Generally speaking, serif fonts, such as Times New Roman, Palatino,
Bookman, etc. are best used for body copy. Although sans-serif fonts
(Arial, Helvetica, etc.) look great in paragraphs; neat and clean,
research has determined they are not as easily read and better used
for headlines.
However, for your logo you are more concerned with conveying a
feeling, rather than pure legibility (although important). So before
you begin the process, determine the image you want your logo to
convey, and make sure your graphic designer understands it. And, be
prepared to look at a number of variations to see how you react to the
typeface.
back to the top |
Volume 4 Number 35
Next, be sure the typeface you have chosen is legible. Some things to
consider…
- How are you being shown the concept?
- Is it large and bold?
- Is it shown electronically… are you printing it out?
- Have you seen it in various sizes and in context of usage?
- In how many different ways will you use the logo? TV, Print,
Billboards, etc.
back to the top |
Volume 4 Number 36
Continuing our look at developing an identity, typefaces…
Consider “fad fonts”. What is the intended longevity of your
logo? A font that looks great today and positions you on the
“cutting edge” will look very dated in as little as three to
five years… so unless you plan to retire, go broke or have the
funds to redesign yourself every few years remember that the
expression “tried and true” doesn’t have to mean boring. This of
this in terms of your icons too. How many swirls and swooshes
have you seen in logos?
back to the top |
Volume 4 Number 37
In addition to choosing a typeface, you should also look at the
application of style. Style refers to the weight of the font (Bold),
Italics, All Caps, Small Caps, condensed or extended and kerning (the
spacing between letters). As a rule:
- Bold – emphasis, shouting
- Italic – sets an idea apart, titles
- Small Caps – great for headlines
- All Caps – also great for headlines
Next week: icons/symbols/shapes back to the top |
Volume 4 Number 38
This week we pick up the topic of image development with a look at
icons/symbols/shapes.
It’s no secret NIKE took a simple swoosh shape and made it an icon.
NBC did the same with a peacock, and IBM with three letters
(typography). You are looking for the same results, albeit [perhaps]
on a smaller scale. As you look at shapes and symbols keep these
questions in the back of your mind…
-
Are they timeless, or just a fad?
-
Is it extremely common?
-
Do you have to explain what it means?
-
How can be used in other applications to support your identity?
-
Is it too detailed to be read clearly?
Next week: Uses for the logo back to the top |
Volume 4 Number 39
This week we pick up the topic of image development with a look
at usage.
It may seem foolish to state the obvious, but be sure you have
considered the uses for your logo as you develop it. Questions
for you consideration…
- Will you need a horizontal and vertical interpretation?
- How will it look over a color (or pattern) other than
black or white?
- If you cannot use it as fully designed for signage, what
is your “fall-back” sign logo/typeface?
- How small will it need to be – on a bottle?
- Is it too much detail for television (not HDTV) to handle
the representation correctly?
Next week: Adapting parts of the logo to embellish your
identity
back to the top |
|
This week: Adapting parts of the logo to embellish your
identity.
What am I talking about? Be sure you use your logo to help
create your identity. Let the colors in the logo determine the
colors of your ads, web site, brochures and stationary. Let the
shapes and symbols help guide the look of your collaterals. Use
the typeface, or a complementary one consistently in your
marketing.
The only reason you not be as well known in your market as NIKE
is internationally, is if you don’t consistently drive your
identity through your marketing.
Next week: Positioning
back to the top |
Volume 4 Number 41
Let’s begin with the assumption that you already know your competition
and you HONESTLY know yourself. That is, you understand their
strengths and weaknesses AND you know your strengths and weaknesses.
If you don’t have this information, GET IT. Once you know your market
you can begin to craft a positioning line.
Next week: Positioning… again
back to the top |
Volume 4 Number 42
This week: a deeper look at positioning.
As you develop your positioning line/statement, you are going to look
at what separates you from your competition. Make sure you are looking
at your direct competition.
You want to create a short, memorable line that positions you vis a
vis your competition – it should not define you, but differentiate
you.
Next week: Positioning… a final thought
back to the top |
Volume 4 Number 43
This week: a final thought about positioning.
You positioning line will define you.
It will be positive.
And it will speak directly to your target market – do don’t have to be
all things to all people!
Next week: The message
back to the top |
Volume 4 Number 44
This week: The Message
Your message should provide greater insight into your business. It can
be delivered via any media; TV, Radio, Print Ads, Web Site, Emails,
etc. And, it can be tailored for a specific audience and for the
specific on media on which it will run.
Next week: Branding
back to the top |
Volume 4 Number 45
This week: Branding
Over the last 20 weeks or so, we have looked at developing an identity
for your business. As we move forward we are going to look at taking
that identity and developing a brand.
So, what is branding, other than the marketing buzzword of the decade?
It can be summed up as
a) Creating a public awareness of your business name and identity.
b) How your business is perceived by your customers
Examples… in the automobile industry.
BMW – luxury
Volvo – safety
Ford Trucks – tough, rugged
And I’ll bet you can visualize their logos and remember their
positioning lines…
In the world of retailing
Kmart
Wal-Mart
Target
each have a perceived value to you; their potential customer base.
Next week: Why develop a brand?
back to the top |
Volume 4 Number 46
This week: Why develop a Brand
So why should I develop a brand?
Branding will accomplish a number of goals. This week I will provide
the list, during the next few I will expand on the content.
• Differentiation
• Direction
• Value
• Customer Loyalty
• Staff Retention
• Efficient Marketing
• Effective Advertising
• Increased Profit
Next week: Differentiation
back to the top |
Volume 4 Number 47
This week: Differentiation
In our continued look at developing a brand, this week we are
looking at differentiation.
Your first step must be to differentiate yourself from your
competition. Explore (honestly) what makes you different, or
what qualities you want to differentiate yourself.
Once you are comfortable with this element, you can begin to
build your brand around this. Think of how the big box
retailers, clothing lines or automobile manufacturers did this
to stand out in your mind.
Next week: Direction
back to the top |
