Jake Cook of Tadpull and Dave Bayless of Human Scale Business discuss why advertising is harder than ever, the importance of listening to your customers, and 3 x 5 x 10 conversations.
Dave Bayless speaks with Jake Cook on digital marketing, including advertising and word-of-mouth marketing strategies.
Jake Cook discusses pay-per-click advertising and how to listen to your customers using data analytics.
Shooting on location is much more complex than shooting in a controlled studio space. Consequently, location shoots require much more planning and management. Nevertheless, as Patrick Pitman says, “A white background and a tabletop just don’t do justice to a lot of products.”
Whether you make your own or oversee the outsourced production of your videos, you are going to learn through experience. Your videos are going to get better, and you will be able to make those better videos faster.
Patrick Pitman advises, “Think about the video production process in a batch.” It takes some time to get your talent ready, get the lighting just right and set up the camera and sound. It’s a lot more economical to bang out several videos than it is to spread the process out over several days or weeks.
Under what conditions should you do-it-yourself or outsource your video production? Patrick Pitman sees the question as having a straightforward answer: If time is what’s holding you back from creating product videos for your e-commerce website, then outsource. Otherwise, do it yourself. In any case, just get to it.
Remember that your product demonstration and other videos will usually be presented in the context of your website and other marketing communications. That context relieves your videos of the need to elaborate beyond their narrow purpose.
Talk to just about anybody who has done work in film, and they’ll tell you about how critical good sound is to video. Although the viewer might forgive poor lighting, they’ll balk immediately at poor sound.
Patrick Pitman has identified four types of videos most relevant to e-commerce companies: product demonstration videos, product comparison videos, brand building videos, and on-location videos.