|
|
For our 40th anniversary, we commissioned Drymen-based Paul Saunders Marketing to produce films that told the STEP story, using staff, former staff, tenants, businesses, and contacts. These powerful films beautifully capture STEP’s impact over the last four decades, thanks to Paul’s passion for storytelling.
As Paul explains, each business has a unique story to tell. “I like reviewing a business and then making a film, sometimes as short as a minute, that encapsulates it and shows what makes it different. The key is highlighting their attributes and why their customers like it.”
Video is such a potent force, and many brands successfully use social media reels to create an impact. Paul is also helping his customers use video in various innovative ways.
“The National Wallace Monument asked for a film to show the exhibits on the upper levels, ensuring those unable to climb the stairs don’t miss out. I’ve also produced staff training modules with videos, helpful especially for new starts. I’m increasingly working with people such as Yoga Teachers and Fitness Experts to record their classes and courses, creating new revenue streams for them.
For charities, a video can bring a campaign to life to get support from the public and attract funders to award grants.
The recent successful ‘Save our Steamship’ appeal, which secured the survival of Loch Katrine’s 123-year-old Steamship Sir Walter Scott, was boosted by video, which played a strong role in winning a £130,000 grant from the National Lottery Heritage Fund.
Meanwhile, Lorna Robb at Fraser C Robb could easily switch from running her family’s successful garden and ground-care equipment business to becoming a TV presenter as she is an expert at presenting on camera. Over the last decade, Lorna has perfected her skills by making hundreds of short product videos.
I love making testimonial films for clients, who are often shocked by the genuine and heartfelt words for what they do, presented spontaneously by their customers.”
So, what’s the secret to success for those considering using video in their business?
Over again to Paul:
“First, you need a plan, a story, a purpose, and you must get to the point quickly. We’ve all searched on YouTube, desperate for an answer or a solution, only to find a video with a long, rambling introduction, which is incredibly frustrating. Of course, be personable but get to the point quickly and concisely and make it easy for the viewer to understand.
Second, don’t be overly critical when you watch yourself back. Most of us are camera-shy, but you are the best person to present your business or brand. People buy from people, so be bold and take the plunge. Get your phone out and have a go at recording some videos about what you do. Practice makes perfect, and when you’re getting more comfortable, start sharing them on social media.”
STEP loves using video, and, like Paul’s clients, we urge you to find new ways to promote your business visually and create new revenue streams. Have a chat with Paul to find out more. He can help you with any questions or ideas about using video in your business.
Connect via his website www.paulsaundersmarketing.co.uk.
