Alberta Business Marketing

Okay, I admit it. While you're reading this during the week at some point after the SuperBowl aired and know who won, I'm sitting here writing this blog entry on SuperBowl Sunday instead of watching the big game. And while I'll be interested to hear who won (Go Saints?), I, like you, will go online tomorrow to find out who advertised and which spot was the funniest or most outlandish. And then I'll go on with my day and probably never think about those spots ever again.

However, the Superbowl is the most watched televised event of the year with some 100 Million people expected to watch. According to a recently televised report, a 30 second spot on American TV during the Superbowl will go for between $2.5 and $2.8 Million. That's about $80,000 a second!

But the larger question being asked these days, especially by a lot of young people I know, is whether that money could be better spent. Especially with everything that's going on in the world right now.

Now after years of producing some of the most memorable Superbowl ads in history, PEPSI is asking the same question and has decided not to run an ad. Instead, they're going online with "The Pepsi Refresh Project". http://www.refresheverything.com/

According to their "refresh everything" site, they're looking for people, businesses, and non-profits with ideas that will have a positive impact. "Look around your community and think about how you want to change it." Submit your ideas and vote on your favourites. Those chosen will be awarded up to $250,000 in grants in categories ranging from Health, Arts & Culture, and Food & Shelter to the Planet, Neighbourhoods and Education.

And the so-called Pepsi Generation is eating it up. This is just one example of what's going on right now. We saw the impact the internet and social media had and is having post-Haiti. This is more of the same great trend. The NetGeneration is getting involved and looking for something more fulfilling than a gratuitous 30-second spot where the money spent to buy the media could eradicate so many issues affecting Haiti, Cambodia and the Congo to name a few -- and those affecting us right here at home. Pepsi is on to something and other brands ignore the trend at their peril.

Tags: Branding, Customer Experience, Get it off your chest, Viral
Posted in Advertising | | Comments Off

This weekend after the HTG 10 meeting in Canmore wrapped up my bride and I decided to head south to the Crowsnest Pass.  We spent Saturday with my business partners at their place in Coleman, one of the towns in the Crowsnest. It was great to get away for an extra day in the mountains [...]

Tags: Calgary, Coleman Powermate Inc, HTG, stuart crawford, Stuart's ramblings, Uncategorized
Posted in Alberta Business | | Comments Off

Online Video viewership continues to grow, making production and distribution of video a must for any tourism business serious about marketing on the Web.

ComScore reports the average viewer watches 187 videos per month in the U.S.  In the month of December 178 million people watched 33.2 billion videos.

How to Invest in Video:

There are three essential ingredients to getting started with video:

• shooting video
• editing and producing video
• posting and sharing video

This first of a three part series on investing in video focuses on 14 Keys to think about in Shooting Video.

1. Prepare an informed consent waiver. You will want to feature your team members, staff, guests and community members on camera.  Have them sign a simple release that gives you permission to use the video freely.  We make a video and photo waiver part of our registration form.  Try a google search for video permission release or check out Docstoc for a simple video release form. Keep signed releases on file.
2. Put your hands on a camera. There is no excuse for not having a video camera.  Sure High Definition (HD) is nice and it’s the way of the future, but even iPhones and iPods can shoot video.  For less than $200 you can get an HD Flip video camera that is one-button-simple to operate.  Most new cameras also feature video recording capability.  Get your camera out and practice holding the camera steady.
3. Take care of your equipment.  Dust, moisture on the lens will make even the best video cameras shoot poor video. Use non-abrasive lens wipes to keep your lens clean.  If you shoot video near the ocean, salt deposits can form on your lens and scratch your lens when wiping.  Take special care to lightly moisten your lens with tap water before wiping clean.
4. Get a tripod that fits your camera.  Just do it.  Handheld video is very difficult for most people to watch.  Whenever possible, use the tripod to ensure a steady camera.  Tripods also make a one person video shoot much easier to manage.
5. Keep a Video Log or Journal. Include things like ideas for future video recording, records of video shot, sample interview questions, informed consent forms. You may also want to have an inventory of your video equipment and a sign out process for keeping track of where and when cameras are used. Focus on stories that would best be told with video.  Make notes on what worked and what you’d like to do better next time.  We do this using Google Calendar and GoogleDocs shared online documents.
6. Schedule video shoots: Make a list of the events and projects that you are involved in throughout the year, and put them on your calendar.  Bring your camera and shoot video.
7. Shoot B-Roll throughout the Year.  Preplan the video you want to share with your guests and schedule outings to capture B-roll.  Plan sunrise shots,  birds and wildlife on your property.  Does your facility have a special sparkle and shine at certain times of the day because the light is right – make a plan to shoot it.  Walk your trails, shoot a slow pans across the horizon.  You don’t have to have a plan how you will use the video while shooting it, but you do have to make a plan to get B-roll.  B-roll video can be used to enhance an interview or make any video subject more interesting.
8. Interview your team on camera.  Just encourage people to smile and be themselves.  Invite your most engaging, outgoing, animated staff to share a story on camera.
9. Focus on quality sound first, then worry about the video.  Poor sound quality will make your video unwatchable.  If its a windy day, find shelter.    If shooting an interview, be sure others know what you are up to so that there isn’t nearby distracting conversation or off camera sounds that will be distracting.  If off camera audio interferes with your interview, stop and start over!  It is always easier to record it again, than to try to fix poor audio in the production/editing process.  We are investing in wireless microphones, a boom mic and even a separate digital audio recorder to ensure we will get great sound.
10. Hire a Twit, give ‘em a camera and set them free.  Most of your young summer staff are media savvy and many have the capability to capture and produce the video you need.
11. Add social media skills a section on every job application. Even if the rest of their job is doing dishes or making beds, make hiring media skills a priority.
12. Give your team an opportunity to get the experience they need to produce great video.  If you give them the time to shoot video, you will see dramatic increases in the quality of content that is produced over time.
13. Get video off your camera and onto a computer as soon as you shoot it. Keep your videos well organized and labeled so you will be able to find and use the raw video when you want to use it.
14. You are the director. Give video team members direction.   Clearly describe the content you want and review the video that are shot with your team.  Help them understand your vision.  Encourage shooting multiple takes.

Learn more:

• Mashable Online Video continues steady growth.
• Tourism Keys: Catchy Video needs to appeal to your ideal guest

img credit: adamjackson1984

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Tags: investing, tourism, Video, video production
Posted in Alberta Business | | Comments Off