March 12, 2025 • 47 mins
Kyle offers practical wisdom to transportation marketers working with limited resources. Platforms like Canva have democratized video editing, allowing anyone to create branded content without specialized skills. With just a smartphone, a $30 gimbal, and strategic filming of B-roll at industry events, you can produce compelling videos that showcase your services authentically. The key is understanding that effective videos can be "as long as they need to be, as short as they can be"—with value being the true measure of success.
Don't forget to register for TMSA ELEVATE to see Kyle in action! https://www.tmsatoday.org/elevate-global-marketing-summit-and-sales-summit
Check out the Transportation Sales and Marketing Association (TMSA) website or engage with us on LinkedIn.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:26):
Hello everyone, welcome to On the Move, a show
where we share transportationsales and marketing success
stories.
I am Jennifer Karpis Romain,executive Director at the
Transportation Marketing andSales Association, which is a
trade nonprofit educating andconnecting marketing and sales
professionals insidetransportation logistics.
And today on the show I haveKyle McNaught, who is the video
(00:48):
content producer at Five ToolProductions.
Welcome to the show, kyle.
How are you?
I'm doing good, jen.
How are you?
It looks backwards.
Speaker 2 (00:58):
Kind of surprised you with a little B-roll stuff, but
I forgot that I mirror mycamera when I do this, so that's
just showing you how good of avideo producer I am.
How's it going?
Speaker 1 (01:06):
So glad we're diving into all things video so we can
talk about what you know.
If you're mirroring your camera, what does that happen when you
have the output?
Speaker 2 (01:16):
Oh, mirror means everything.
So if I raise my hand like thisis actually looks correct
because of how you're using it,so when I raise my hand I
actually look normal versus whatI see in the camera is opposite
.
So it's one of those confusionthings.
So a little trick when you'reon Zoom, if you ever set it up,
mirror your camera, because thatway when you try to gesture to
something, it's gonna beactually how it should be.
Just don't pull up lower thirdsand that's the only thing.
Speaker 1 (01:39):
Interesting fun fact and you do.
You love all things video.
So I we've been friends for acouple years now, but I love
doing these interviews because Iget to just like go on people's
LinkedIn and like stalk them alittle bit not stalk, but you
know, like look them up in a way.
And so I was laughing becauseyour LinkedIn says I'm
absolutely smitten with themagic of digital video and all
(02:00):
the incredible things I can do.
It's like a Swiss army knife ofcreativity.
So I would love for you to tellour audience your journey
through video production and whyyou're just such a big fan of
it.
Speaker 2 (02:14):
I mean, you can tell I'm not good at writing, so
that's probably why I like video, was it, as you can tell, by
that horribly written LinkedIn?
By the way?
Thanks for reminding me that Ineed to update that.
Like it was before chat GPT.
So I think I was usinggrammarly and trying to like
make it sound like something.
But yeah, absolutely Smitten isnever a word I would ever use.
(02:35):
Never never, never.
I barely even know what itmeans forever now.
Yeah, thanks, definitelyupdating this.
So it's fake news.
You used AI.
I'm going to have to reportthis on YouTube.
Yeah, video it's fun.
So my kind of journey to videowas I liked I was always kind of
creative, always didstorytelling as a kid was like
(02:57):
we always filmed, like did thattype of stuff.
I went to college and didn'treally know what I wanted to do.
The movie Anchorman had justcame out, so my mother's like
well, you like that movie, whydon't you try to do something on
TV?
And that was truly how I gotinto communications.
I was like sure, so I didnewspaper.
Yeah, wild Thanks to RonBurgundy, I'm sitting in front
(03:18):
of you today basically.
But yeah, I did radio, I didnewspaper, I did kind of all the
other forms of media and thengraduated college, wanted to go
to a big city, wanted to kind ofbe in a place where, like, I
wasn't working in televisionnews because I kind of didn't
like that, just wanted to kindof get out there.
So I moved up to Boston, got ajob in digital video, which is
(03:39):
one of the mediums I didn't do,and then kind of from there just
got to keep exploring andreally just liked everything,
like it's so the coolest partabout video really is, at least
I find, in terms of creativelike.
I'm not a great colorist, Ican't write for anything.
I'm like you.
I don't book time at my hotelto just get my video going, but
I write books in hotels.
Speaker 1 (04:01):
I feel like out of context.
That sounded very strange alittle bit.
I have to book time because myschedule is busy, so I book time
in hotels to write okay, I mean.
Speaker 2 (04:16):
But like, when you write right, like, especially in
that thing, I bet you get intothe flow too.
When you're really feelingcreative, it's awesome, like
that feeling of when the storyis coming together and stuff it.
Just the mode for me that thathappens is in video.
So that's kind of why I likevideo, because I've been able to
find that ability to like getinto that Zen space, like feel
like, oh man, these things arecoming together, the universe,
(04:36):
like this transition I did, itfloats perfectly with the B roll
I use.
So it's kind of what I find funabout video, whereas, like, for
you, you're a brilliant writer.
So I'm sure when you're like,oh man, this like adjective I
just used was perfect, I kickedbutt.
When I'm in the hotel with mychampagne feet up in the air, I
get the same feeling when I'msitting in a dark room sleeping.
(04:59):
That's very funny how fast youwrite.
It's about the journey ofwriting it is and the character
development.
Speaker 1 (05:06):
I think that's where I'm this, neither here or there
for video production.
But, like I'm in the part ofthe book I'm like kind of going
back through and like rewritingsome of the earlier chapters
where I have things moredeveloped now and I'm sure
that's part of the video editingprocess like, okay, like we
have all this b-roll, we havethese people.
Like you were, you did our um100 year video last year and I
(05:29):
was like this is what's in myhead, kyle, figure it out and so
, but what?
How you were able to actuallyput to together but was in my
head and I had no actual wordsto use to get there.
Like was really impressive.
And then when I was like, ohwell, I want to include this and
you were able to do that, likeI'm sure that's part of that
process too it's like, oh we, wehave all this.
(05:50):
How do we tell that?
Yeah, how do we tell the story?
How do we incorporate all thepieces together?
Speaker 2 (05:54):
yeah, it's.
I think it's such a fun way tobe able to do that.
Like you can tell very uniqueand interesting stories and I
think the best part about videowhere, like, picture says a
thousand words video issomeone's own voice.
So that's why I also lovepodcasting Like I've always done
a ton of stuff, I've won awardsfor podcasting but it's like
that's the thing I think reallysets video apart.
Even like in even newspaper,like you're still interpreting
(06:17):
it, someone's reading your wordsand kind of interpreting it.
How they're going to video.
At the end of the day issomeone speaking and like you're
seeing them.
Usually, um, there's other waysyou can do video, but a lot of
times, especially the stuff thatI typically do for five tool
productions, is that type ofthing of like cool messaging,
cut, how's this sound?
It's the person saying whatthey mean and what they feel,
and that type of stuff, and youjust have a genuine connection
(06:39):
where you can see someone, hear,look them in the eyes as
they're saying this stuff.
Speaker 1 (06:44):
And I think that that's how you can really
utilize video for like casestudy content, and I think
sometimes we forget how powerfulhearing people talk about the
things that they care about andwhat they're passionate about
hearing it in their own words.
So how can companies reallyleverage video to achieve like
the maximum case study thatthey're trying to aim?
Speaker 2 (07:04):
for?
Oh, absolutely, it should betheir go-to, I mean, for every
written case study.
If you could just do a twominute video and I could show
you a little example, I'll bringit up.
Let's see if it works out.
Fine for here?
Oh, nope, that's us meant to doa different one.
Hold on, let's see.
Here we go.
So this is a little video,right?
So this is one I shot in thepast.
(07:25):
Uh, essentially what I did withmy phone.
So I shot this, I did theinterviews, walked around their
little showroom floor.
I was a director of marketingfor a logistics company, so I've
got their vp of operations.
I've got these differentindividuals in here who can talk
and say, like what they'redoing, walking, showing.
I mean, this is a very simpleway.
But, like you, think about thecase study you might write as a
marketer.
It's a lot of words, it's a lotof like factoids and stuff, but
(07:48):
at the end of the day, theywant to hear from a trusted
source.
And who's a trusted source?
For most kind of B2B is likehey, I do the same job you do
I'm using is an awesome guy.
I love that guy.
He's like down to earth.
Uh, he streams video gamecontent.
(08:09):
But he was such a good like.
If I could send this video towe can link it out.
But, like, the way jaylon talksis how most of the warehouse
managers and the transportationmanagers speak, so it's not me
as a marketer trying to putwords in his mouth.
He's like this is how I usethat company, which, to someone
who's trying to look andunderstand, hey, hey, how does a
managed transportation solutionwork?
I've got someone who uses itbeing able to say it and that's
kind of what the big thing ofwhat video case studies do.
It's just such a good way thatgiving what people are looking
(08:31):
for.
It's like how does that thingactually work out?
How is it going to look andfeel?
How will I interact with thistool?
That's where video case studiesjust give the opportunity.
And case studies just give theopportunity.
And the best part now iseverything has become so cheap.
I think I did that entire shootfor less than a hundred dollars
.
You have an iPhone, you have aphone, you can get a gimbal.
So that motion where I waswalking through that was a $30
(08:51):
gimbal.
That doesn't take long to setup.
Ask your kids, ask your niece,ask your nephew they can set
that thing up in a heartbeat,but like that type of stuff, I
think I did a decent amount ofvideos through Zoom so I would
have my clients come on.
I just talked to them a coupleof questions, really, just like
in their own words, how do theydo stuff?
But it's sort of likeeverything that's kind of like
(09:12):
podcasting, a lot of like thoseother things of like
authentically talking is whatpeople want to hear.
They don't want to hear thejargon where everything's cut
and stuff like that.
Speaker 1 (09:20):
I want to be able to sit down and actually hear what
you're saying, see how you gotto a place and how do you get
people then that areuncomfortable on camera or like
initially refuse to do that typeof case study, like how do you
get them comfortable enough toagree to come on camera and do?
Because I feel like that's suchlike the barrier that so many
(09:41):
people say they have with videos, like oh, they have such an
amazing story, but they won'tsay it in their own words on
camera.
Speaker 2 (09:47):
Like, yeah, that's a it.
I wish there was a perfectsolution to that.
I wish I could tell you just dothis, do that and work out
Everyone's a unique flower,everyone's individual.
I think the best advice I cantell you the thing I try to
always try to do as much aspossible is more prep work.
So at the beginning you'd wantto be as honest as transparent.
(10:08):
You want to have so muchcommunication, because a lot of
times I find that what peoplehate about recording is, a, how
they look on camera, but B it'sthe unknown, like they don't
really know what that setup is.
Most people don't sit in frontof a camera.
They're not.
We like to say that you're nottalent, right, like we aren't
working with people whose, like,sole job is to sit in front of
a camera, present, perfectly.
(10:30):
You're dealing with peoplewho's like, hey, my job is
coordinating pickup at thewarehouse or I'm doing this type
of stuff.
I don't really know about beingon front of the camera.
So a lot of it's trying to justget them prepared and have them
understand.
This is what it's going to belike, this is what we're going
to do.
Here's the questions I'm goingto ask, or that type of thing.
There's also just the need to beable to pivot and be agile.
(10:52):
I mean that's really thebiggest thing.
Like we've gone into a coupleof warehouses to kind of recruit
and do some sort of recruitmentvideos and some of the
warehouse guys are like I don'twant to be on camera at all.
I'm like that's okay.
How about if I show just yourback and we don't show your face
, because the action you'redoing is something I'd love to
kind of have footage of.
I'd love to be able to use thattype of stuff.
I mean, that's part of what itis Like.
(11:12):
As a good producer, I try tojust be flexible.
I know the story of where Iwant to take it.
But like writing like anything,like sometimes something goes
away that you're like I didn'texpect it to go that way.
I just need to be able toadjust on the fly, which is a
lot of filmmaking.
Speaker 1 (11:27):
Yeah, I know, like we've talked about this too,
like for for podcasts and how tolike prep guests and things
like that.
So, like I always send fullquestions Like you.
You know exactly what I'masking you and I also say is
there, is there anything that Iput on this list that you're not
comfortable talking about?
I don't think I asked you thatbecause I was like, okay, you'll
(11:47):
tell me regardless, and then,is there anything that I'm
missing that you do want to talkabout?
And so kind of giving them theautonomy to say yes or no, like
I'm comfortable with this.
I'm not comfortable with that.
I've done run-throughs withpeople like okay, like let's go
through it, we'll talk about it,or they will give me answers
ahead of time, because I know,like as a moderator, like I've
(12:10):
moderated panels and things likethat, if I know what things
they want to hit, the thingsthat they find is really
important, and they are nervousbecause they're on camera or on
stage or whatever you can thenlead them back to the answer,
and so I feel like those arejust tips I have found, too is
like helping them get to theanswer that they are looking for
, but sometimes you do getnervous and you forget, and then
(12:31):
you're like oh man, I wish Iwould have said that.
But if you have a good partnerthat's walking you through the
interview or on stage with you,they could be like oh, I
remember when we were talkingabout this beforehand, or or
what do you think about this, oror whatever.
It kind of helps you kind ofget to where you wanted to go
right, that's the prep work.
Speaker 2 (12:47):
Like you should, as a moderator, as the interviewer
even if you're not on camera,you're not on stage, you should
understand like what, theoverall message where you're
trying to take it.
But then that's part of likebeing an active listener and
knowing kind of the sound you'relooking for in your head.
Like you might have to askfollow-up questions to try to
get that sound out, because theymight not have that, because
maybe, like I find sometimes thepeople who are scripted, they
(13:10):
come off so scripted.
So a lot of times I'm like allright, say your script, then I'm
going to ask you a question.
That's going to be about that,but I want you to say it more in
your own words.
So like that's part of that goesinto the prep.
I mean it does take work.
You can't just like flip it onand just go Like you're not
trying to create the Joe Roganexperience where you're just
talking for four hours who's gotthe time for that?
You're really trying to do likea short kind of period of like
(13:32):
a short message.
So you've got to think aboutlike how is this going to sound?
Like picture it in your head,especially when you create
videos of like, oh great, theysaid something short, but they
didn't say it this way and feelfree to even have them repeat
that, but really it comes on youas the person asking the
questions, like you want them totrust you and you've got to do
all the work to make them trustyou.
Speaker 1 (13:51):
Yeah, and I think part of the key word there is
prep.
You have to be prepared.
If you want people to becomfortable, you have to be
prepared to get them there, andso part of that is letting them
know your type of process, whatyou do, how to do like, what
steps you'll take, what you'lldo.
And I always find that a lot oftimes if you just tell them,
hey, I'll send you the videobefore I put it anywhere else,
(14:13):
then they're good too, like.
If they're like okay, then Ican feel comfortable to say yes
or no with what I look like.
Speaker 2 (14:24):
I don't.
I don't wanna watch myself everagain.
I try to watch you.
The only trick I'll tell you ismake sure you do not.
You let them know there's gonnabe no edits, you're just gonna
let them see it before it goeslive.
But you do not get away fromthat slippery soap.
Don't let them all of a suddengive you edits, especially if
you're like it's going on mychannel, what do I care?
But I mean, same time you talkabout like hey, that's for
podcasting, for onstage, whereit's going to happen, how you
make them feel comfortable.
(14:44):
You got to be kind of okay withrejection too.
I mean, like we do man on thestreet stuff and like I think
you get maybe two people thatare good, you get 10 people that
will at least talk to you, andthen you get 50 people that tell
you to F off.
Speaker 1 (15:14):
You're like I won't be on camera or whatever, is
that where AI can come into playnow, because you can create
some type of likeness of thatperson, a cartoon character of
that person, and then, of course, like how else is AI being
utilized in video production now?
Speaker 2 (15:24):
I mean AI has been used for a while.
Like it's it's been in there,but it's been in.
Ai has been in everything.
Like it's just now that theycall it AI it's that's the only
thing, but like there's been aton of stuff that they do to
help kind of enhance or makesome of the tasks in terms of
video production that would takelonger, happen faster, just
because they can use AI to kindof do voice enhancements.
(15:45):
They can do stuff likebackground or coloring.
There's tons of cool thingsthat AI does.
That point you made about usingkind of AI if someone doesn't
want to speak is a great one.
I mean that's a way that youcan still kind of do video with
capturing it.
There's a lot of cool things.
One of the projects I'mcurrently working on is exactly
what you mentioned.
Like person does not want to beon camera.
They're phenomenal on camera.
(16:06):
They're really engaging in howthey talk.
So she they're asking if wecould just do voice it.
Like can I just do my voice?
And the problem is it's likethat's not that engaging to
watch a even 12, 15 minute video.
Part of what's so engagingabout you is like your facial
expressions, like I connectwatching you speak.
So how do we do that?
And what we're doing is kind ofusing, uh, character animation
(16:28):
which isn't just like I'm notsending it to like a korean like
character animation studio.
For very cheap and some of thesoftware we have, we're able to
take a camera, put like a littleoverlay and there can actually
match the facial, like thegesturing, the hands and stuff
like that and like that's not asexpensive as it used to be.
So some of that stuff's great.
Ai, in terms of like fullytaking over, right now is still
(16:50):
kind of questionable.
It's still uncanny sometimes.
And then especially, theproblem with AI is the longer
you want, the more, the harderit is to kind of update the
stuff.
So, like I've seen it be greatfor like putting it, for like
little voiceover, like hey, youhave this opening screen and you
want a Morgan Freeman stylevoice to say something.
Now you don't have to go to avoiceover or you can just get AI
to do that.
(17:11):
Same with music it's awesome interms of like royalty free, like
I'm looking for this vibeinstead of me going through a
music catalog and trying to findthat based off of like I want
this genre with this type ofmood.
With this type of length,you're able to kind of do some
cool stuff of just like hey,give me a bright poppy tune that
like matches this.
So that's.
I mean, ai really is a tool.
(17:32):
Like I've been trying to thinkabout how to like explain it.
Like AI, to me it'stransactional, right, we still
do the partnership, we are stillthere.
If we're we still do thepartnership, we are still there.
And for a video producer,you're using it as one of your
tools in your mini toolbox thatyou're going to pull out, but
like, you still need a personthat's there because, like, hey,
I made a three minute AI, butat one point the guy loses five
fingers and like says like aword that's not real.
(17:55):
It's very hard to edit that.
Speaker 1 (17:56):
So that's kind of where you still want
professional video, just to bethere for you and I know like
there's so many ai videos in theworld and so and I know there's
like a lot like I go down lotsof holes on the internet of like
what like and people be like isthis real is this ai like how?
(18:18):
What are like some of thegiveaways of ai being utilized
in scarier ways, I guess, but toreally identify the difference
between an AI video and anoriginal video, and does it
really matter?
Speaker 2 (18:31):
I mean, if I got paid enough for that.
There's stuff it more is likewhen you pause it, you can find
some of the stuff.
I think there's still anuncanniness to it.
There's still that some of theskin I think there's still an
uncanniness to it.
Like there's still that likesome of the skin is a little off
.
There's like the, the it's notall the will smith eating
spaghetti insane video.
Like there is a little bit moreto what they're doing.
(18:52):
Um, I mean, deep fakes shouldscare the heck out of everyone.
Like the fact that, likethey're able to start
superimposing faces.
Having you say it in your voiceshould be the scariest thing.
Like it is straight up a threatto what's happening.
Um, as of right now, it's stillthere's enough like stuff that
makes it questionable.
Like, especially you pause it,you're like that person has two
(19:15):
fingers.
One arm is like way over here.
There's things that you cansort of see, um, but that's why
I say it's more of a.
It's an accent.
Right, think of it as b-roller,like additional footage that
you can sort of see, but that'swhy I say it's more of an accent
.
Think of it as B-roller,additional footage.
You can use AI.
Give me a stock footage of thisexact truck doing this exact
thing.
I'm going to show it for threeseconds because I need to cover
a cut.
I did with the video Someonetalking and they went on like a
(19:37):
dog talked in the background.
They stopped their point.
But if I cut out that dogtalking these background, they
stop their point.
But like, if I cut out that dogtalking, these two sound bites
together is exactly what I'mlooking for, but I want to cover
that.
Then you use a little bit of Broll but like, hey, I just want
this specific B roll.
That's where AI can help youout.
I know a lot of like thealgorithm to AI has been helping
a lot because algorithms theywant the stuff like the
(19:57):
thumbnails and all those things.
Ai gives you the ability to bea little bit more customized.
But I mean, you're starting tosee everyone that uses AI to
build their video templates ortheir thumbnails and their
little things.
It's like, oh, all of them lookthe same, like that's the thing
.
It's a lot of sameness when itcomes to AI, which is sort of
that issue At least I've beenfinding with it.
Speaker 1 (20:18):
Yeah, I think even that, like from a writing
perspective.
Like, yeah, I think even that,like from a writing perspective,
like if I'm on chat gpt andI'll like go to the prompt, they
you can tell what adjectiveschat gpt really loves because it
uses it over and over and overagain.
And so especially if you use it, which I mean, yeah, I'm a
writer but I not I don't usechat gpt for my book, but I will
(20:38):
for like starter content, forlike emails and stuff like that,
I typically rewrite them, butbut just having that starting
point, and so I can see how evenin the video landscape it would
be similar to that.
The ones that creep me out themost are the ones that, like
you're watching ice cream and itturns into puppies.
I don't like those videos.
They scare me, Like why?
Why is the ice cream moving?
(20:58):
Why are there so many of thoseon the internet?
Speaker 2 (21:05):
Yeah, between that and the candy crush.
You know like there's so muchweird stuff with AI, like it's
just people being creative,which is fun, and stuff, but
yeah, that some of them whereit's like eating and stuff like
that, like, oh, is this is thiscake?
What am I watching?
Um, before we move off, there'sone little tip I'll give the
listeners or viewers for this AI.
One of the ways I've heard itactually brilliantly used is so
(21:29):
find out.
Especially when it comes to AIvideo generating, part of the
issue is learning how to writethe prompts correctly and try to
get that going.
So one of the tricks I've heardsome people, some video
creators in the space use is useChatGPT to say and I'm gonna
write.
I got this example.
So have ChatGPT write adetailed text prompt for AI
video.
So tell them like hey, I wantthis.
(21:50):
You wanna find out how manycharacters the prop makes for AI
video.
But you can have them make adetailed text prompt for you.
So they're gonna fill it out ina way that, like the actual,
like AI wants it.
So that's like just a short,like a better way than you
struggling to like how do I tellChatGPT I want this?
When, like I could short, saythis, but like, especially with
prompting, it needs to be moredetailed.
(22:11):
And that's where, like, ai islike a smart way to use it and
kind of like, oh, this justsaved me a ton of time and now
I'm using, like the right way,because they could say in 180
words, detail, this type of uhreveal.
I want, like I know with youand I we're talking about I
pointed the wrong way because ofthe mirror um, we with your
open, right, we talked about theopen and you end up using a
(22:31):
freelancer for the open.
But, like, in theory, we couldhave probably tried with ai.
And then, like, the problem islike you text prompt, you're
like, oh, this didn't work,write another thing, oh, it
didn't work yeah, that's exactlywhat I didn't do.
I don't have time to do thatright so it's like using chat
gpt to like hey, write a textprompt for this, like a detailed
text prompt.
This is what I'm looking for.
They'll write out that thing,so you don't have to worry about
(22:53):
like, how do I write to thisvideo, like this ai prompt, like
it's just one thing, that'slike oh, wow, that's a brilliant
way to use this stuff yeah, I'mactually now.
Speaker 1 (23:01):
I'm remembering when I was like hey kyle, like if I
want the logo to like wiggle andmove, what do I do?
And you're like what?
Speaker 2 (23:11):
oh, I started to edit it.
I like I sent you a fire, Isent you a used fiber for that
one.
I was like, oh, just go here,they're pretty cheap.
But I was like I'll try to doit too.
I was like it's funny.
When I was watching the intro Iwas like, oh, I remember that
thing, I remember thisconversation because I was like
I'll try to do it too.
Speaker 1 (23:22):
I was like it's funny .
When I was watching the intro Iwas like, oh, I remember that
thing.
I remember this conversationbecause I was like I don't even
know what that's called.
Is that graphic design?
Is that wiggle logo, wiggling?
Speaker 2 (23:29):
I don't know it's called the wiggle.
Yeah, you just go up to anyvideo, guys.
Speaker 1 (23:34):
It's like oh, you threw a wiggle on that Good
Video content is so rich.
There's so many things that youcan do with it.
But what I want to know is whatis the lowest hanging fruit in
video content?
If people really want to divein and do something quick, be
(23:54):
able to do it with a smallmarketing team, small sales team
.
What can they be doing rightnow?
Speaker 2 (24:01):
Oh, it's Canva.
Canva, by far, has taken over aton of stuff, but Canva's video
tools has become really awesome.
Like, you can set up a templatewith your branding, you can
make it vertical, you can do aton of stuff.
So it's using Canva and thenbeing very strategic with your B
roll.
That's something that like TMSAright, we filmed a ton of B
roll for that the hundredthanniversary video.
(24:22):
So B roll is like that, anyshot that's like action and
stuff like that.
Typically your A-roll is peopletalking, your B-roll is the
footage that goes over that tokind of tell the story a little
bit more, to enhance it.
But you can set up a wholetemplate on Canva.
Upload your B-roll that you goto a conference and you have
your salespeople or your subjectmatter experts, your people,
(24:42):
your VPs, your C-suite all ofthem just film with your phone,
upload it to Canva and then youcan have a branded thing that
you don't need to be an editor,you don't need to be in the
Adobe suite that I'm in.
Canva does all of that.
Canva can also put the stuff inframes, like Canva does stuff.
That gets me annoyed as a videoeditor because I'm like that's
what I would do to do a massiveflex.
(25:02):
Yeah, it's like if I'm doingthat edit, it's like if I'm
doing that edit, it's like ittakes me about five hours to get
that type of thing going tomake sure it all works, whereas
canva is like oh, you want anoverlay and we want to do a
background stuff.
Like canva does so many things.
I think that, especially as asmall marketer when I was doing
it myself for that logisticscompany, like that was a tool
that was like kind of becomingbigger and bigger.
(25:23):
But as more and more we see,it's like hey, I'm gonna create
this very high produced videofor you, but I want you to take
all that b-roll I shot for you,upload it into your canva and
then you can tell more specificstuff back to that video case
study.
You can have exact people doingthe stuff that you want to
represent your company and like,especially, helping your
prospects and your clientsrecognize.
Like, hey, this is what I look.
(25:45):
Like here's someone who's justlike you, with a title and like
you can do stuff that I'd bedoing with that machine.
The other thing I'd say, theother lowest hanging fruit a lot
of times is SEO.
Like SEO and YouTube are yourbest friends.
It is a search engine.
Think of it that way.
Make sure you put metadata inyour YouTube videos.
Make sure you're doing it in away that people search.
Youtube's analytics is sorobust.
(26:07):
It's so good at showing youwho's coming and why they're
coming, so you can understand.
It's like great, I drank forthis.
So, as you do SEO on yourwebsite, don't think of YouTube
as just like the cool cat video,like landing page or like
places I watched you like how tocook something Like.
It should be used as a Googlesearch tool.
Speaker 1 (26:29):
I think that's really good advice, good low hanging
fruit.
I from my perspective, one ofthe things I think.
So I loved our 100 year video.
I feel like we'll make sure wehave a link to it while this
goes live for people, and thatwas like something that I was
like okay, that's who I need.
I need to outsource this to myvideo partner to execute exactly
(26:50):
the way I want it to, whereaslike our location announcement
videos where I wandered aroundAustin Texas taking a bunch of
photos of all of the coolartwork because that's what I
was super into and then I selfyeah, I self-recorded myself
saying like hey, we're going to.
Texas.
You know, like all that stuffthat was all then put into Canva
(27:12):
and made a video because I'mlike that doesn't need to be
super polished.
It's literally me taking photosof artwork and me recording
myself about 18 times saying thesame 30 seconds and people
walking by and staring at me,but that's fine, um.
But like there's times when youneed that, you know, really
polished, look something like abig milestone.
You really want to.
You know that's where you makethe investment to make the video
(27:33):
really, really special.
And then there's times it'slike you don't need to do that
and you can pump it out a lotfaster and still have good
quality.
It's just different.
And so I feel like that's theimportance of like merging those
things together.
Like you can have a robustvideo strategy and know when you
put the money into it and whenyou put the labor into it.
Speaker 2 (27:54):
Oh yeah, no, I think in like, that's part of the like
.
Having that video strategy isunderstanding like, hey, there's
short form user generated stuffthat's going to be good for a
specific purpose, just like thatlong form video or that more
highly polished video is goingto be good for a specific
purpose, just like that longform video or that more highly
polished video is going to begood for a specific purpose.
It's just understanding thatstuff.
You can't just assume it's allthe same, but like that one is
one especially.
(28:15):
I mean like, talk about thatpartnership we worked with,
right it was, I was there to dothe hundredth, so I was
interviewing, I was doing stufflike that.
However, thinking long-term oflike what this whole, like what
marketing you have to put out,it's like, hey, I'm going to
capture all this B-roll, so I'mgoing to give you all this type
of footage, so I'm going to havetmsa members celebrating with
signage and stuff like that,because it's going to help my
(28:35):
video, but it's also going tohelp your marketing content in
the future.
Speaker 1 (28:40):
Speaking of tmsa elevate tmsa elevate 2025 June
8th through 10th in Austin,Texas.
I'm going to pop up this.
Take your name out of here,register, join us, but with that
.
So last year we did do that100-year video.
You recorded our main stage.
You did that for the 2022Elevate.
(29:01):
But part of growing partnershipsis knowing when it is to you
know, up up the game and youwill be doing all of our AV
video photography stuff for TMSALV and for this year, which I'm
really excited about, in largepart because I only have to talk
to you.
I don't have to talk to fourdifferent people.
But what I would love becausewe do have other event planners,
(29:23):
we do have marketing peoplethat are in charge of this type
of stuff in our network how doesthe AV side of things prep for
events?
What do you wish that eventplanners knew or what do
marketers miss?
Because I know it can be reallyhard to be like, oh, there's so
much stuff that I'm missing, orI wish that this ran more
(29:44):
smoothly, or whatever.
I would love to hear the otherside's perspective so that we
can maybe get a little better.
Speaker 2 (29:50):
I mean it's tricky, right, it all comes down to
partnership.
Really.
That's the big thing and that'swhy I love the Five Tool
Productions where we work,because it's about partnerships.
They're not just like, hey,we're getting this one video
done.
I came from that world where Iwas on that side.
Like I said, I worked for adirector of marketing.
I worked as a video, uh, for anon-profit.
(30:11):
So I worked where, like hey, wewould reach out to video
production companies because Iwas just the one person I had a
hard time, so we'd have to dothat.
And they would come in andthey'd just be like, hey, here's
the product you're going to get.
And it's like, well, no, I needthe b-roll footage.
I could use a bunch of thestuff and that's really the same
.
When it comes to the events,it's understanding kind of the
big picture of what you need todo.
It's events are no longer justlike stand on a stage and talk.
(30:32):
It's photo.
But what does photo mean?
Is it just an album at the endor is it headshots that people
want right away?
Is it action stuff?
Because we want to create thatfear of missing out, like all
those types of.
It all comes down to likeunderstanding it.
And then for an AV, like areally successful AV company,
they should be talking to you.
It should be a partnership andit shouldn't be you trying to
translate what they're saying.
(30:53):
They should be listening to youand understanding what you're
trying to achieve and you shouldfeel confident that they know
you.
So really that's the biggestthing that I try to do is just
have that clear communication.
I try to understand theclient's boat, so the budget,
objective, audience and timelineof who are they talking to,
what's their budget, how do wemake this accomplishable and how
do we do it.
And then it's all clearcommunication.
(31:14):
I mean, it's the same assomeone who doesn't want to be
on camera.
It's like, all right, great,here's when we're going to have
meetings, here's what's going tobe.
I'm going to communicate thisclearly.
I think one of the facts that Irecently learned, especially
when it comes to the event sidethat's fascinating is that I
want to say it's like 50% of allhotel contacts, especially in
the kind of catering, the placethat is, event managers you're
(31:36):
kind of dealing with them 50% ofthem are this is their first
time ever having that type ofjob.
Like the industry fundamentallyflipped after COVID.
There's a lot of interestingstuff that's happening in the
event space, things that used tobe a no brainer in terms of
like, yeah, we could save theroom the day before, it doesn't
matter, for us it's really thehotel bookings that we make our
(31:57):
most money.
They are now getting roomsbooked every single day.
So there's stuff that you got tohave that communication.
It's really difficult.
So, as event managersespecially at the TMSA event
managers, who usually are alsothe marketing they're a bunch of
fun things, they're the merch,they're the company store,
they're all the fun stuff it'ssomething that's tricky, it's
(32:19):
not easy and what you want to dois find partners and really the
AV is a big important thingfrom that, because you want to
have the same consistent feel,regardless if you're in Austin
new orleans, orlando.
Speaker 1 (32:36):
You want them all to feel a really good way.
Savannah, uh, you heard meannounce the ones I went to, but
I forgot about the savannahbananas.
Speaker 2 (32:43):
Um, but like you want the same feel like right, you
want, as the event manager, youevent manager, you want to know
like hey, we're going to go upthere.
And also, as you want to dounique or experimental or kind
of risk taking stuff, likeseeing the a hundredth
anniversary song.
You want to trust that yourpartner's been with you and can
understand and you can sit therewith this idea and be like
great, you ran with it.
You know that tech side.
I don't need to know the techside.
(33:04):
I don't need to know the techside.
I just know I want to be ableto present this way to my
audience and I want to be ableto do it for this type of this
budget, and that's kind of whereit comes in to have a really
good AV vendor.
Speaker 1 (33:16):
Yeah, I think that that's been really helpful and
like part, I can see like partof the reason why I wanted to
expand the partnership and do AVwith you this year is because,
I mean, for three years I'vebeen like Kyle.
Because I mean, for three yearsI've been like Kyle what are
these words mean?
Like, what are?
Do I need this?
What are they charging me for?
Because I don't speak AV.
That's never been somethingthat I've worked in, and so you
(33:38):
became like a trusted partnerfor me to be like do I have to
pay for this?
Like what does this actuallymean?
And now I'm like, okay, I'mjust going gonna pay you because
you've explained to me what Ineed and so.
But I do think that's reallyimportant and so, like, as an
event planner, I do think Iagree like it's really important
to have partners that you haveenough that you can't get that
from a hotel ad team either, butit's just having a relationship
(34:02):
where you're able to trust andknow what's going on and that
the people in the room you'reable to connect with like I, my
one guy that I worked with at umexecutive summit last year he
was great, like I loved him,even when he had to step off to
go to a different hotel.
He came and found me to tell melike well, thank you, I pre and
executive summit doesn't havelike all the bells and whistles
that elevate has, but I wasreally appreciative of that,
(34:24):
where I've had ones in the pasttoo, that I was like I have no,
I have not a single clue wherethe 80 person is and the no one
can hear the person on stage andso and so.
But I do like I feel like av canmake or break a conference,
same with internet connectivity,it's something like that.
Like all those things, um, andjust like from the event planner
side, I typically try to stayfor like site visits in the
(34:46):
hotel I'm at and I make sure Iload up all of my devices in my
room and see if I can like breakit or whatever, because that is
like we are working people,they're going to a conference.
We need to be able to accessthe internet, and if the
internet is broken it's not good.
And so I.
There's been a hotel that Ilove and I was like no, I could
not.
I had to call your little techpeople from my room twice, and
(35:07):
so it was not an option for meanymore.
So I don't know why I went onthat rampage, but I think it's
really important to do all thosethings.
Speaker 2 (35:16):
Right, and that's part of the thing.
Right, it's like, hey, I'mthinking this way, like I don't
need to know what type of lightyou're using to light the stage,
I just need to know.
Like, hey, I have this level,like I had this level, like I
want it, this level.
Can we just make sure we'regetting that at a budget?
It's like a lot of times, likethey add all these things,
you're like, is that necessary?
What's this?
And then like the bodies too,like it's one of the tricky
(35:37):
things.
One of the things that we liketo do is like we send people on
site so it can be a little moreexpensive, because, like you're
getting me on site when it comesto av, but what that means is
you've got me for the entirething.
Typically, when you go to thesehotels, like a lot of times
their person's there for theirset number of hours.
You go over sure, you can goover, you're going to get paid
more, but like that person'sonly there for that hour.
Like the showroom, and that'snot what you need.
(35:59):
You need some partner that'sthere to help you as an event
manager, because you're worriedabout reg, you're worried about
the internet, you're worriedabout all these other things.
Where's the food?
Is this all out?
All these things that really gointo an event manager side.
They're just so time consuming,uh.
And then if all of a suddenyou're also worried of like wait
, this person's who needs to getmic'd up, you're like no, why
can't my av person take care ofthat?
(36:20):
And that's sort of where, likeI, I love it, I have a blast
with av, especially getting moreand more into it of like it is
fun to kind of run a show andget all that stuff going and
then, like you say, it's like itdoes make or break a lot of
times.
Like a mic breaks down,everyone's sitting there
awkwardly and like what ishappening and that's kind of the
big thing.
Speaker 1 (36:36):
That like I like the executive director decides she's
gonna open the show singing.
Speaker 2 (36:41):
The microphone needs to work yeah, that part was a
little frustrating.
Watching that for you, I waslike you gotta be kidding me.
Speaker 1 (36:49):
I was like how I was like you made me sing in post so
that we could fix the post showvideo.
But uh, but yeah.
I think all those things areimportant.
Um, any other video bestpractices were missing.
Anything else that you want totell all of the fans of On the
Move?
What they could be doing withtheir video?
Speaker 2 (37:10):
Length is a lie.
Do not think of length like ifyou heard that it needs to be
short, it needs to be long, itneeds to be any of that.
It doesn't.
That's a straight up lie.
On the internet you can watchaudience retention.
It's as long as it needs to be,as short as it can be.
So don't fill 30 minutes if youdon't have 30 minutes.
If you got five minutes thatyou only need to tell that, tell
(37:30):
the way, instruct them, dowhatever story you want to.
But like the idea of like ifthis is over 90 seconds and it's
garbage, you're like no,there's something I'm explaining
that's too complex to be ableto get done.
So really it's that.
I think that's the biggestthing that drives me bonkers.
On the internet.
A lot of people kind of takethat traditional like oh
television where they're puttingin breaks and stuff.
(37:51):
You're like that's not what theinternet is.
You don't need to build inthese ad breaks, you don't need
to do a certain time because youcan do as long as you want.
Joe Rogan can do a four minute,four hour podcast, but then you
can have a daily.
But then you can have a daily.
The daily does like the oneminute news recap and that's
just as valuable.
So it's really like don't worryabout length.
If I could just preach that,it's as long as it needs to be,
(38:11):
as short as it can be.
I heard that from Facebook andInstagram when I visited their
headquarters and, like theirdirector of content was like
this is what matters for us, ourplatforms, like the video,
length isn't something thatreally matters.
Speaker 1 (38:25):
Yeah, I mean, I think it's with anything, if you, if
there's value, people will stay.
And yeah, I mean that's what Itold you the beginning like,
yeah, this will be one of ourlonger podcast episodes, but I'm
fine with that because I feellike the whole time had value.
We talked about differentthings, um, but I want to take
you and the audience now on alittle bit of my long con of
this.
So I'm coming back to thebeginning, when I asked how do
(38:48):
you get people on camera thatdon't want to be on camera?
So you mentioned a few timesthat you used to be like a
director of marketing orlogistics and when we first met,
um, you came and did video atthe 2022 it wasn't even elevate
yet it was the annual conferenceand you said, wow, jen, I wish
I would have known about thisorganization when I was a
director of marketing andlogistics.
(39:09):
I felt so alone and like reallysiloed there, and if I would
have known that there was thisgroup of people like I would
have been better.
And I was like that's cool,really great and awesome to hear
Can you put yourself on cameraand say that?
And you said no, yeah, who?
Speaker 2 (39:26):
awesome to hear.
Can you put yourself on cameraand say that?
Speaker 1 (39:27):
And you said no, yeah , who was going to film?
I was the one filming.
No, I'm behind the camera now.
But here we are on camera threeyears later, full circle moment
.
I'm ready for you to say it tothe people, explain like your
journey with TMSA and like whyyou're glad to be here and why
you wish you would have knownabout it back then.
Speaker 2 (39:45):
To say and like why you're glad to be here and why
you wish you would have knownabout it back then.
It's especially withinlogistics, marketing and sales
too.
I mean I've kind of gotten tobe more and more of a
salesperson.
It is a lonely experience Likeespecially in marketing.
It is kind of usually a one tolike four person team.
It was like something where Iwas by myself.
I had no idea about running acompany store.
I came as a videographer from anonprofit, wanted to kind of
(40:08):
build up a team.
There wasn't working at thenonprofit, because it's a
nonprofit dummy you shouldrealize they ain't gonna have
more money.
So I got like this job and theywanted me to be a director of
marketing and, believe it or not, it's actually the company that
Tim Dooner used to be at.
So like they were doingpodcasting, dooner left that to
go work at freight waves andthey brought me in.
Um it.
Really to me it's like great, Ican do content creation.
(40:30):
I've done the content stuff inthe past where I've heard
marketers battling with thesalesperson.
I can get in there and do it.
But there was so much more thatI learned about marketing, uh,
and it was all kind of melearning by googling or texting
blthe because I just randomlyknew bright, uh, blumlevy, I
don't know what's her new name.
I completely mullet ah geez,I've just learned brumley
(40:51):
somehow.
Now you remember a differentone.
What the heck.
Uh, but like I would textblithe because, like blight was
someone I did a weird randompast life thing.
I'm just like, hey, is this anormal thing in marketing?
Like I didn't understandrunning the company store was
like a normal thing marketersdid.
I just thought I was taking onresponsibility and I was getting
more and more mad that like Iwas a doer who was taking on
(41:13):
responsibility and felt like Iwas getting taken advantage of.
It would have been awesome hadI been able to go to tmsa
elevate or uh, back then it wasjust dmsa, right, it wasn't
elevate.
Yeah, if I would have just goneto the conference.
Speaker 1 (41:26):
It's like Mulligan, not Mulligan.
I said it and I'm like I'mpretty sure I'm wrong and I just
wanted to verify because I alsolike thank you.
Finance chair of TMSA.
Okay, continue on.
Speaker 2 (41:38):
We get to tag you.
Ha ha, that's why we droppedyour name in here.
Name in here.
We get to tag a bunch of stuff.
It's Lincoln back.
We got Blythe baby, but yeah, itwas very much like if I would
have, it would have helped me.
Like I felt like I was takingcrazy pills and like it was such
an eye opener.
When I got to there to film Iwas like, wait a second,
everything you're saying wasstuff that went through my head
(41:59):
when I was living, when I wasgoing through this journey, and
like, typically, we we're themarketers are doers.
They are people who want to getstuff done, especially in
logistics.
Because you're out there,you're trying to talk, but you
get put into all these otherroles and you're like, is this
something I'm supposed to bedoing?
I feel like they're just takingadvantage of my nature and to
like learn that like no, thatwasn't the case and I could have
had people in sandboxes.
(42:20):
I mean, really, really, that'sthe awesome thing about tmsa.
The last one I really was likean aha moment to me was like
there is sandboxes available foryou, in terms of like hey, I've
never done this before.
I can go to the membership andbe like, hey, I'm doing this,
what do you think?
And they're willing to watchand lose.
Like you've just got a teamthat like you're essentially
giving yourself a team withoutneeding to give it to you, like
without having like what acompany, what a logistics
(42:43):
company is never going to do,which is build out like a 20
person team.
It's like you get to go to allthese people, you can find
people in your area and kind ofconnect it.
It was such a cool thing andthen you make it a party.
So like that's the other thing.
Like I remember that first timeI was there and that party went
to like midnight and I was likeI gotta be up.
Speaker 1 (42:59):
All these catering people go home.
Speaker 2 (43:01):
Oh yeah, it was wild Like that stuff.
It's like, oh yeah, this islike it's the people, like it's
a mindset you have working inlogistics, especially in the non
operation side, and like it'ssomething that just helps you
get out of like man, I'm nottaking crazy pills, I could have
been a part of this big group.
(43:22):
It's something like I say, likeI probably would have still
been in logistics marketing ifthat was the case.
And like the company I wasworking for, I know they've
gotten bigger and bigger, soit's one of those things of like
I'm very happy with what I donow.
I love doing video and stufflike that, but it's one of those
like I probably would have beenin a like a company that just
continues to raise itselfbecause that's logistics, like
they can get, they can grow likethat and as a marketer it's
(43:44):
like you're going to get burntout.
But man, tmsa is such a coolarea to kind of keep yourself
engaged.
Speaker 1 (43:51):
Well, I'm glad that you finally voiced all of that
in front of the camera, threeyears in the making.
Speaker 2 (43:57):
Yeah, congrats, you got me to do it.
I was like I'll never do this.
I can tell you I'll never dothis.
I can tell you, I'll do it.
And I was like I should havesent you your questions.
Speaker 1 (44:05):
I'm like I wish I could see your face when you
read this last one, but reallyexcited, Thank you.
And then, of course, lastquestion I ask anyone that comes
on the show if you could goback in time and advise a
younger Kyle anything, and maybeit was just to join TMSA back
then.
Speaker 2 (44:21):
But we'll see.
Maybe you're an answer.
Speaker 1 (44:22):
But now if you could go back and tell me anything,
and this could be personally orprofessionally.
What would you say and whenwould you go back to?
Speaker 2 (44:27):
uh, never move out.
Florida snow sucks.
Uh, start playing golf rightaway.
There's so many things I wish Icould tell my younger.
Like, why did you move out offlorida?
Like, why did you think thesnow was going to be fun?
Why didn't you get out of here?
Uh, those are.
It's mainly because we'rerecording this in march and it's
horrible up here still.
Speaker 1 (44:44):
I'm very ready for the weather to break.
Speaker 2 (44:48):
Yeah, I look so tan.
I was like I thought I was likewhat is happening here?
It's the lighting.
I've made myself pretty.
I'm pale too, trust me.
My siblings come up fromFlorida and they call me Casper.
They're making fun of my ass.
(45:10):
But honestly, I think it's morelike as I'm getting older, it's
like spending more time with,like loved ones.
Like I've lost people recentlyin my life that I just wish I
could have spent more time andreally took an advantage of that
.
I know, when I'm younger, likeI was all kind of about myself
and did all these things, sopart of it would have been like,
hey, you dummy, just like,enjoy the people in your life
would be the thing that, likethat advice I would have given
myself.
And then, yeah, would haveprofessionally been join the
TMSA running the company storeand having this big galoof who
(45:34):
wore a jacket, your sweater,three times and now says it's
too tight for him and he wants anew one.
You're getting very upset.
If you would have gone to TMSA,you would have realized that,
like, everyone's got a biggaloof in their company.
Here's ways to work around thatbig idiot.
Uh, would have been great toknow.
Uh, four years ago.
Speaker 1 (45:51):
Well, great advice.
If anyone is interested injoining us at TMSA Elevate this
year, you can scan this QR code.
June 8th through 10th in Austin, Texas Very excited about that.
Other things upcoming here atTMSA our recognition program is
open for our Purpose Awards,Trailblazers and Rising Stars.
Submissions will close March28th.
(46:13):
So it is rounding out to whenyou can submit for any of those
awards.
So make sure you get those inFree submissions for members.
So definitely a member perk totake advantage of.
And then catch us on the shownext week where I'm interviewing
Jennifer Shaker with IMCCompanies, where I'm really
excited to talk to her, becausewe talked about what it's like
to be a bit of an introvert inmarketing and PR and what that
(46:35):
means when you go to trade showsand need a night to just
door-dash food and sit in yourpajamas by yourself, Because I
feel like people should talkabout that more.
So dive into that and trendsgoing on in marketing PR
industry.
But thank you so much forcoming on the show, Kyle, and
for working with me and dealingwith my nonsense.
(46:56):
I feel like we both did areally good job.
Speaker 2 (46:58):
Not cursing on this episode, that's not what we're
always like that was tough, thatwas tough I was really proud.
That was hard.
Speaker 1 (47:05):
But thank you so much and see everybody next week and
hopefully everybody in Austin,texas, in June.
Bye-bye Peace.
Oh my God, I have an outro.
I almost forgot, I almostforgot, I almost forgot, I
almost forgot.
Hello everyone, welcome to On the Move, a show
where we share transportationsales and marketing success
stories.
I am Jennifer Karpis Romain,executive Director at the
Transportation Marketing andSales Association, which is a
trade nonprofit educating andconnecting marketing and sales
professionals insidetransportation logistics.
And today on the show I haveKyle McNaught, who is the video
(00:48):
content producer at Five ToolProductions.
Welcome to the show, kyle.
How are you?
I'm doing good, jen.
How are you?
It looks backwards.
Speaker 2 (00:58):
Kind of surprised you with a little B-roll stuff, but
I forgot that I mirror mycamera when I do this, so that's
just showing you how good of avideo producer I am.
How's it going?
Speaker 1 (01:06):
So glad we're diving into all things video so we can
talk about what you know.
If you're mirroring your camera, what does that happen when you
have the output?
Speaker 2 (01:16):
Oh, mirror means everything.
So if I raise my hand like thisis actually looks correct
because of how you're using it,so when I raise my hand I
actually look normal versus whatI see in the camera is opposite
.
So it's one of those confusionthings.
So a little trick when you'reon Zoom, if you ever set it up,
mirror your camera, because thatway when you try to gesture to
something, it's gonna beactually how it should be.
Just don't pull up lower thirdsand that's the only thing.
Speaker 1 (01:39):
Interesting fun fact and you do.
You love all things video.
So I we've been friends for acouple years now, but I love
doing these interviews because Iget to just like go on people's
LinkedIn and like stalk them alittle bit not stalk, but you
know, like look them up in a way.
And so I was laughing becauseyour LinkedIn says I'm
absolutely smitten with themagic of digital video and all
(02:00):
the incredible things I can do.
It's like a Swiss army knife ofcreativity.
So I would love for you to tellour audience your journey
through video production and whyyou're just such a big fan of
it.
Speaker 2 (02:14):
I mean, you can tell I'm not good at writing, so
that's probably why I like video, was it, as you can tell, by
that horribly written LinkedIn?
By the way?
Thanks for reminding me that Ineed to update that.
Like it was before chat GPT.
So I think I was usinggrammarly and trying to like
make it sound like something.
But yeah, absolutely Smitten isnever a word I would ever use.
(02:35):
Never never, never.
I barely even know what itmeans forever now.
Yeah, thanks, definitelyupdating this.
So it's fake news.
You used AI.
I'm going to have to reportthis on YouTube.
Yeah, video it's fun.
So my kind of journey to videowas I liked I was always kind of
creative, always didstorytelling as a kid was like
(02:57):
we always filmed, like did thattype of stuff.
I went to college and didn'treally know what I wanted to do.
The movie Anchorman had justcame out, so my mother's like
well, you like that movie, whydon't you try to do something on
TV?
And that was truly how I gotinto communications.
I was like sure, so I didnewspaper.
Yeah, wild Thanks to RonBurgundy, I'm sitting in front
(03:18):
of you today basically.
But yeah, I did radio, I didnewspaper, I did kind of all the
other forms of media and thengraduated college, wanted to go
to a big city, wanted to kind ofbe in a place where, like, I
wasn't working in televisionnews because I kind of didn't
like that, just wanted to kindof get out there.
So I moved up to Boston, got ajob in digital video, which is
(03:39):
one of the mediums I didn't do,and then kind of from there just
got to keep exploring andreally just liked everything,
like it's so the coolest partabout video really is, at least
I find, in terms of creativelike.
I'm not a great colorist, Ican't write for anything.
I'm like you.
I don't book time at my hotelto just get my video going, but
I write books in hotels.
Speaker 1 (04:01):
I feel like out of context.
That sounded very strange alittle bit.
I have to book time because myschedule is busy, so I book time
in hotels to write okay, I mean.
Speaker 2 (04:16):
But like, when you write right, like, especially in
that thing, I bet you get intothe flow too.
When you're really feelingcreative, it's awesome, like
that feeling of when the storyis coming together and stuff it.
Just the mode for me that thathappens is in video.
So that's kind of why I likevideo, because I've been able to
find that ability to like getinto that Zen space, like feel
like, oh man, these things arecoming together, the universe,
(04:36):
like this transition I did, itfloats perfectly with the B roll
I use.
So it's kind of what I find funabout video, whereas, like, for
you, you're a brilliant writer.
So I'm sure when you're like,oh man, this like adjective I
just used was perfect, I kickedbutt.
When I'm in the hotel with mychampagne feet up in the air, I
get the same feeling when I'msitting in a dark room sleeping.
(04:59):
That's very funny how fast youwrite.
It's about the journey ofwriting it is and the character
development.
Speaker 1 (05:06):
I think that's where I'm this, neither here or there
for video production.
But, like I'm in the part ofthe book I'm like kind of going
back through and like rewritingsome of the earlier chapters
where I have things moredeveloped now and I'm sure
that's part of the video editingprocess like, okay, like we
have all this b-roll, we havethese people.
Like you were, you did our um100 year video last year and I
(05:29):
was like this is what's in myhead, kyle, figure it out and so
, but what?
How you were able to actuallyput to together but was in my
head and I had no actual wordsto use to get there.
Like was really impressive.
And then when I was like, ohwell, I want to include this and
you were able to do that, likeI'm sure that's part of that
process too it's like, oh we, wehave all this.
(05:50):
How do we tell that?
Yeah, how do we tell the story?
How do we incorporate all thepieces together?
Speaker 2 (05:54):
yeah, it's.
I think it's such a fun way tobe able to do that.
Like you can tell very uniqueand interesting stories and I
think the best part about videowhere, like, picture says a
thousand words video issomeone's own voice.
So that's why I also lovepodcasting Like I've always done
a ton of stuff, I've won awardsfor podcasting but it's like
that's the thing I think reallysets video apart.
Even like in even newspaper,like you're still interpreting
(06:17):
it, someone's reading your wordsand kind of interpreting it.
How they're going to video.
At the end of the day issomeone speaking and like you're
seeing them.
Usually, um, there's other waysyou can do video, but a lot of
times, especially the stuff thatI typically do for five tool
productions, is that type ofthing of like cool messaging,
cut, how's this sound?
It's the person saying whatthey mean and what they feel,
and that type of stuff, and youjust have a genuine connection
(06:39):
where you can see someone, hear,look them in the eyes as
they're saying this stuff.
Speaker 1 (06:44):
And I think that that's how you can really
utilize video for like casestudy content, and I think
sometimes we forget how powerfulhearing people talk about the
things that they care about andwhat they're passionate about
hearing it in their own words.
So how can companies reallyleverage video to achieve like
the maximum case study thatthey're trying to aim?
Speaker 2 (07:04):
for?
Oh, absolutely, it should betheir go-to, I mean, for every
written case study.
If you could just do a twominute video and I could show
you a little example, I'll bringit up.
Let's see if it works out.
Fine for here?
Oh, nope, that's us meant to doa different one.
Hold on, let's see.
Here we go.
So this is a little video,right?
So this is one I shot in thepast.
(07:25):
Uh, essentially what I did withmy phone.
So I shot this, I did theinterviews, walked around their
little showroom floor.
I was a director of marketingfor a logistics company, so I've
got their vp of operations.
I've got these differentindividuals in here who can talk
and say, like what they'redoing, walking, showing.
I mean, this is a very simpleway.
But, like you, think about thecase study you might write as a
marketer.
It's a lot of words, it's a lotof like factoids and stuff, but
(07:48):
at the end of the day, theywant to hear from a trusted
source.
And who's a trusted source?
For most kind of B2B is likehey, I do the same job you do
I'm using is an awesome guy.
I love that guy.
He's like down to earth.
Uh, he streams video gamecontent.
(08:09):
But he was such a good like.
If I could send this video towe can link it out.
But, like, the way jaylon talksis how most of the warehouse
managers and the transportationmanagers speak, so it's not me
as a marketer trying to putwords in his mouth.
He's like this is how I usethat company, which, to someone
who's trying to look andunderstand, hey, hey, how does a
managed transportation solutionwork?
I've got someone who uses itbeing able to say it and that's
kind of what the big thing ofwhat video case studies do.
It's just such a good way thatgiving what people are looking
(08:31):
for.
It's like how does that thingactually work out?
How is it going to look andfeel?
How will I interact with thistool?
That's where video case studiesjust give the opportunity.
And case studies just give theopportunity.
And the best part now iseverything has become so cheap.
I think I did that entire shootfor less than a hundred dollars
.
You have an iPhone, you have aphone, you can get a gimbal.
So that motion where I waswalking through that was a $30
(08:51):
gimbal.
That doesn't take long to setup.
Ask your kids, ask your niece,ask your nephew they can set
that thing up in a heartbeat,but like that type of stuff, I
think I did a decent amount ofvideos through Zoom so I would
have my clients come on.
I just talked to them a coupleof questions, really, just like
in their own words, how do theydo stuff?
But it's sort of likeeverything that's kind of like
(09:12):
podcasting, a lot of like thoseother things of like
authentically talking is whatpeople want to hear.
They don't want to hear thejargon where everything's cut
and stuff like that.
Speaker 1 (09:20):
I want to be able to sit down and actually hear what
you're saying, see how you gotto a place and how do you get
people then that areuncomfortable on camera or like
initially refuse to do that typeof case study, like how do you
get them comfortable enough toagree to come on camera and do?
Because I feel like that's suchlike the barrier that so many
(09:41):
people say they have with videos, like oh, they have such an
amazing story, but they won'tsay it in their own words on
camera.
Speaker 2 (09:47):
Like, yeah, that's a it.
I wish there was a perfectsolution to that.
I wish I could tell you just dothis, do that and work out
Everyone's a unique flower,everyone's individual.
I think the best advice I cantell you the thing I try to
always try to do as much aspossible is more prep work.
So at the beginning you'd wantto be as honest as transparent.
(10:08):
You want to have so muchcommunication, because a lot of
times I find that what peoplehate about recording is, a, how
they look on camera, but B it'sthe unknown, like they don't
really know what that setup is.
Most people don't sit in frontof a camera.
They're not.
We like to say that you're nottalent, right, like we aren't
working with people whose, like,sole job is to sit in front of
a camera, present, perfectly.
(10:30):
You're dealing with peoplewho's like, hey, my job is
coordinating pickup at thewarehouse or I'm doing this type
of stuff.
I don't really know about beingon front of the camera.
So a lot of it's trying to justget them prepared and have them
understand.
This is what it's going to belike, this is what we're going
to do.
Here's the questions I'm goingto ask, or that type of thing.
There's also just the need to beable to pivot and be agile.
(10:52):
I mean that's really thebiggest thing.
Like we've gone into a coupleof warehouses to kind of recruit
and do some sort of recruitmentvideos and some of the
warehouse guys are like I don'twant to be on camera at all.
I'm like that's okay.
How about if I show just yourback and we don't show your face
, because the action you'redoing is something I'd love to
kind of have footage of.
I'd love to be able to use thattype of stuff.
I mean, that's part of what itis Like.
(11:12):
As a good producer, I try tojust be flexible.
I know the story of where Iwant to take it.
But like writing like anything,like sometimes something goes
away that you're like I didn'texpect it to go that way.
I just need to be able toadjust on the fly, which is a
lot of filmmaking.
Speaker 1 (11:27):
Yeah, I know, like we've talked about this too,
like for for podcasts and how tolike prep guests and things
like that.
So, like I always send fullquestions Like you.
You know exactly what I'masking you and I also say is
there, is there anything that Iput on this list that you're not
comfortable talking about?
I don't think I asked you thatbecause I was like, okay, you'll
(11:47):
tell me regardless, and then,is there anything that I'm
missing that you do want to talkabout?
And so kind of giving them theautonomy to say yes or no, like
I'm comfortable with this.
I'm not comfortable with that.
I've done run-throughs withpeople like okay, like let's go
through it, we'll talk about it,or they will give me answers
ahead of time, because I know,like as a moderator, like I've
(12:10):
moderated panels and things likethat, if I know what things
they want to hit, the thingsthat they find is really
important, and they are nervousbecause they're on camera or on
stage or whatever you can thenlead them back to the answer,
and so I feel like those arejust tips I have found, too is
like helping them get to theanswer that they are looking for
, but sometimes you do getnervous and you forget, and then
(12:31):
you're like oh man, I wish Iwould have said that.
But if you have a good partnerthat's walking you through the
interview or on stage with you,they could be like oh, I
remember when we were talkingabout this beforehand, or or
what do you think about this, oror whatever.
It kind of helps you kind ofget to where you wanted to go
right, that's the prep work.
Speaker 2 (12:47):
Like you should, as a moderator, as the interviewer
even if you're not on camera,you're not on stage, you should
understand like what, theoverall message where you're
trying to take it.
But then that's part of likebeing an active listener and
knowing kind of the sound you'relooking for in your head.
Like you might have to askfollow-up questions to try to
get that sound out, because theymight not have that, because
maybe, like I find sometimes thepeople who are scripted, they
(13:10):
come off so scripted.
So a lot of times I'm like allright, say your script, then I'm
going to ask you a question.
That's going to be about that,but I want you to say it more in
your own words.
So like that's part of that goesinto the prep.
I mean it does take work.
You can't just like flip it onand just go Like you're not
trying to create the Joe Roganexperience where you're just
talking for four hours who's gotthe time for that?
You're really trying to do likea short kind of period of like
(13:32):
a short message.
So you've got to think aboutlike how is this going to sound?
Like picture it in your head,especially when you create
videos of like, oh great, theysaid something short, but they
didn't say it this way and feelfree to even have them repeat
that, but really it comes on youas the person asking the
questions, like you want them totrust you and you've got to do
all the work to make them trustyou.
Speaker 1 (13:51):
Yeah, and I think part of the key word there is
prep.
You have to be prepared.
If you want people to becomfortable, you have to be
prepared to get them there, andso part of that is letting them
know your type of process, whatyou do, how to do like, what
steps you'll take, what you'lldo.
And I always find that a lot oftimes if you just tell them,
hey, I'll send you the videobefore I put it anywhere else,
(14:13):
then they're good too, like.
If they're like okay, then Ican feel comfortable to say yes
or no with what I look like.
Speaker 2 (14:24):
I don't.
I don't wanna watch myself everagain.
I try to watch you.
The only trick I'll tell you ismake sure you do not.
You let them know there's gonnabe no edits, you're just gonna
let them see it before it goeslive.
But you do not get away fromthat slippery soap.
Don't let them all of a suddengive you edits, especially if
you're like it's going on mychannel, what do I care?
But I mean, same time you talkabout like hey, that's for
podcasting, for onstage, whereit's going to happen, how you
make them feel comfortable.
(14:44):
You got to be kind of okay withrejection too.
I mean, like we do man on thestreet stuff and like I think
you get maybe two people thatare good, you get 10 people that
will at least talk to you, andthen you get 50 people that tell
you to F off.
Speaker 1 (15:14):
You're like I won't be on camera or whatever, is
that where AI can come into playnow, because you can create
some type of likeness of thatperson, a cartoon character of
that person, and then, of course, like how else is AI being
utilized in video production now?
Speaker 2 (15:24):
I mean AI has been used for a while.
Like it's it's been in there,but it's been in.
Ai has been in everything.
Like it's just now that theycall it AI it's that's the only
thing, but like there's been aton of stuff that they do to
help kind of enhance or makesome of the tasks in terms of
video production that would takelonger, happen faster, just
because they can use AI to kindof do voice enhancements.
(15:45):
They can do stuff likebackground or coloring.
There's tons of cool thingsthat AI does.
That point you made about usingkind of AI if someone doesn't
want to speak is a great one.
I mean that's a way that youcan still kind of do video with
capturing it.
There's a lot of cool things.
One of the projects I'mcurrently working on is exactly
what you mentioned.
Like person does not want to beon camera.
They're phenomenal on camera.
(16:06):
They're really engaging in howthey talk.
So she they're asking if wecould just do voice it.
Like can I just do my voice?
And the problem is it's likethat's not that engaging to
watch a even 12, 15 minute video.
Part of what's so engagingabout you is like your facial
expressions, like I connectwatching you speak.
So how do we do that?
And what we're doing is kind ofusing, uh, character animation
(16:28):
which isn't just like I'm notsending it to like a korean like
character animation studio.
For very cheap and some of thesoftware we have, we're able to
take a camera, put like a littleoverlay and there can actually
match the facial, like thegesturing, the hands and stuff
like that and like that's not asexpensive as it used to be.
So some of that stuff's great.
Ai, in terms of like fullytaking over, right now is still
(16:50):
kind of questionable.
It's still uncanny sometimes.
And then especially, theproblem with AI is the longer
you want, the more, the harderit is to kind of update the
stuff.
So, like I've seen it be greatfor like putting it, for like
little voiceover, like hey, youhave this opening screen and you
want a Morgan Freeman stylevoice to say something.
Now you don't have to go to avoiceover or you can just get AI
to do that.
(17:11):
Same with music it's awesome interms of like royalty free, like
I'm looking for this vibeinstead of me going through a
music catalog and trying to findthat based off of like I want
this genre with this type ofmood.
With this type of length,you're able to kind of do some
cool stuff of just like hey,give me a bright poppy tune that
like matches this.
So that's.
I mean, ai really is a tool.
(17:32):
Like I've been trying to thinkabout how to like explain it.
Like AI, to me it'stransactional, right, we still
do the partnership, we are stillthere.
If we're we still do thepartnership, we are still there.
And for a video producer,you're using it as one of your
tools in your mini toolbox thatyou're going to pull out, but
like, you still need a personthat's there because, like, hey,
I made a three minute AI, butat one point the guy loses five
fingers and like says like aword that's not real.
(17:55):
It's very hard to edit that.
Speaker 1 (17:56):
So that's kind of where you still want
professional video, just to bethere for you and I know like
there's so many ai videos in theworld and so and I know there's
like a lot like I go down lotsof holes on the internet of like
what like and people be like isthis real is this ai like how?
(18:18):
What are like some of thegiveaways of ai being utilized
in scarier ways, I guess, but toreally identify the difference
between an AI video and anoriginal video, and does it
really matter?
Speaker 2 (18:31):
I mean, if I got paid enough for that.
There's stuff it more is likewhen you pause it, you can find
some of the stuff.
I think there's still anuncanniness to it.
There's still that some of theskin I think there's still an
uncanniness to it.
Like there's still that likesome of the skin is a little off
.
There's like the, the it's notall the will smith eating
spaghetti insane video.
Like there is a little bit moreto what they're doing.
(18:52):
Um, I mean, deep fakes shouldscare the heck out of everyone.
Like the fact that, likethey're able to start
superimposing faces.
Having you say it in your voiceshould be the scariest thing.
Like it is straight up a threatto what's happening.
Um, as of right now, it's stillthere's enough like stuff that
makes it questionable.
Like, especially you pause it,you're like that person has two
(19:15):
fingers.
One arm is like way over here.
There's things that you cansort of see, um, but that's why
I say it's more of a.
It's an accent.
Right, think of it as b-roller,like additional footage that
you can sort of see, but that'swhy I say it's more of an accent
.
Think of it as B-roller,additional footage.
You can use AI.
Give me a stock footage of thisexact truck doing this exact
thing.
I'm going to show it for threeseconds because I need to cover
a cut.
I did with the video Someonetalking and they went on like a
(19:37):
dog talked in the background.
They stopped their point.
But if I cut out that dogtalking these background, they
stop their point.
But like, if I cut out that dogtalking, these two sound bites
together is exactly what I'mlooking for, but I want to cover
that.
Then you use a little bit of Broll but like, hey, I just want
this specific B roll.
That's where AI can help youout.
I know a lot of like thealgorithm to AI has been helping
a lot because algorithms theywant the stuff like the
(19:57):
thumbnails and all those things.
Ai gives you the ability to bea little bit more customized.
But I mean, you're starting tosee everyone that uses AI to
build their video templates ortheir thumbnails and their
little things.
It's like, oh, all of them lookthe same, like that's the thing
.
It's a lot of sameness when itcomes to AI, which is sort of
that issue At least I've beenfinding with it.
Speaker 1 (20:18):
Yeah, I think even that, like from a writing
perspective.
Like, yeah, I think even that,like from a writing perspective,
like if I'm on chat gpt andI'll like go to the prompt, they
you can tell what adjectiveschat gpt really loves because it
uses it over and over and overagain.
And so especially if you use it, which I mean, yeah, I'm a
writer but I not I don't usechat gpt for my book, but I will
(20:38):
for like starter content, forlike emails and stuff like that,
I typically rewrite them, butbut just having that starting
point, and so I can see how evenin the video landscape it would
be similar to that.
The ones that creep me out themost are the ones that, like
you're watching ice cream and itturns into puppies.
I don't like those videos.
They scare me, Like why?
Why is the ice cream moving?
(20:58):
Why are there so many of thoseon the internet?
Speaker 2 (21:05):
Yeah, between that and the candy crush.
You know like there's so muchweird stuff with AI, like it's
just people being creative,which is fun, and stuff, but
yeah, that some of them whereit's like eating and stuff like
that, like, oh, is this is thiscake?
What am I watching?
Um, before we move off, there'sone little tip I'll give the
listeners or viewers for this AI.
One of the ways I've heard itactually brilliantly used is so
(21:29):
find out.
Especially when it comes to AIvideo generating, part of the
issue is learning how to writethe prompts correctly and try to
get that going.
So one of the tricks I've heardsome people, some video
creators in the space use is useChatGPT to say and I'm gonna
write.
I got this example.
So have ChatGPT write adetailed text prompt for AI
video.
So tell them like hey, I wantthis.
(21:50):
You wanna find out how manycharacters the prop makes for AI
video.
But you can have them make adetailed text prompt for you.
So they're gonna fill it out ina way that, like the actual,
like AI wants it.
So that's like just a short,like a better way than you
struggling to like how do I tellChatGPT I want this?
When, like I could short, saythis, but like, especially with
prompting, it needs to be moredetailed.
(22:11):
And that's where, like, ai islike a smart way to use it and
kind of like, oh, this justsaved me a ton of time and now
I'm using, like the right way,because they could say in 180
words, detail, this type of uhreveal.
I want, like I know with youand I we're talking about I
pointed the wrong way because ofthe mirror um, we with your
open, right, we talked about theopen and you end up using a
(22:31):
freelancer for the open.
But, like, in theory, we couldhave probably tried with ai.
And then, like, the problem islike you text prompt, you're
like, oh, this didn't work,write another thing, oh, it
didn't work yeah, that's exactlywhat I didn't do.
I don't have time to do thatright so it's like using chat
gpt to like hey, write a textprompt for this, like a detailed
text prompt.
This is what I'm looking for.
They'll write out that thing,so you don't have to worry about
(22:53):
like, how do I write to thisvideo, like this ai prompt, like
it's just one thing, that'slike oh, wow, that's a brilliant
way to use this stuff yeah, I'mactually now.
Speaker 1 (23:01):
I'm remembering when I was like hey kyle, like if I
want the logo to like wiggle andmove, what do I do?
And you're like what?
Speaker 2 (23:11):
oh, I started to edit it.
I like I sent you a fire, Isent you a used fiber for that
one.
I was like, oh, just go here,they're pretty cheap.
But I was like I'll try to doit too.
I was like it's funny.
When I was watching the intro Iwas like, oh, I remember that
thing, I remember thisconversation because I was like
I'll try to do it too.
Speaker 1 (23:22):
I was like it's funny .
When I was watching the intro Iwas like, oh, I remember that
thing.
I remember this conversationbecause I was like I don't even
know what that's called.
Is that graphic design?
Is that wiggle logo, wiggling?
Speaker 2 (23:29):
I don't know it's called the wiggle.
Yeah, you just go up to anyvideo, guys.
Speaker 1 (23:34):
It's like oh, you threw a wiggle on that Good
Video content is so rich.
There's so many things that youcan do with it.
But what I want to know is whatis the lowest hanging fruit in
video content?
If people really want to divein and do something quick, be
(23:54):
able to do it with a smallmarketing team, small sales team
.
What can they be doing rightnow?
Speaker 2 (24:01):
Oh, it's Canva.
Canva, by far, has taken over aton of stuff, but Canva's video
tools has become really awesome.
Like, you can set up a templatewith your branding, you can
make it vertical, you can do aton of stuff.
So it's using Canva and thenbeing very strategic with your B
roll.
That's something that like TMSAright, we filmed a ton of B
roll for that the hundredthanniversary video.
(24:22):
So B roll is like that, anyshot that's like action and
stuff like that.
Typically your A-roll is peopletalking, your B-roll is the
footage that goes over that tokind of tell the story a little
bit more, to enhance it.
But you can set up a wholetemplate on Canva.
Upload your B-roll that you goto a conference and you have
your salespeople or your subjectmatter experts, your people,
(24:42):
your VPs, your C-suite all ofthem just film with your phone,
upload it to Canva and then youcan have a branded thing that
you don't need to be an editor,you don't need to be in the
Adobe suite that I'm in.
Canva does all of that.
Canva can also put the stuff inframes, like Canva does stuff.
That gets me annoyed as a videoeditor because I'm like that's
what I would do to do a massiveflex.
(25:02):
Yeah, it's like if I'm doingthat edit, it's like if I'm
doing that edit, it's like ittakes me about five hours to get
that type of thing going tomake sure it all works, whereas
canva is like oh, you want anoverlay and we want to do a
background stuff.
Like canva does so many things.
I think that, especially as asmall marketer when I was doing
it myself for that logisticscompany, like that was a tool
that was like kind of becomingbigger and bigger.
(25:23):
But as more and more we see,it's like hey, I'm gonna create
this very high produced videofor you, but I want you to take
all that b-roll I shot for you,upload it into your canva and
then you can tell more specificstuff back to that video case
study.
You can have exact people doingthe stuff that you want to
represent your company and like,especially, helping your
prospects and your clientsrecognize.
Like, hey, this is what I look.
(25:45):
Like here's someone who's justlike you, with a title and like
you can do stuff that I'd bedoing with that machine.
The other thing I'd say, theother lowest hanging fruit a lot
of times is SEO.
Like SEO and YouTube are yourbest friends.
It is a search engine.
Think of it that way.
Make sure you put metadata inyour YouTube videos.
Make sure you're doing it in away that people search.
Youtube's analytics is sorobust.
(26:07):
It's so good at showing youwho's coming and why they're
coming, so you can understand.
It's like great, I drank forthis.
So, as you do SEO on yourwebsite, don't think of YouTube
as just like the cool cat video,like landing page or like
places I watched you like how tocook something Like.
It should be used as a Googlesearch tool.
Speaker 1 (26:29):
I think that's really good advice, good low hanging
fruit.
I from my perspective, one ofthe things I think.
So I loved our 100 year video.
I feel like we'll make sure wehave a link to it while this
goes live for people, and thatwas like something that I was
like okay, that's who I need.
I need to outsource this to myvideo partner to execute exactly
(26:50):
the way I want it to, whereaslike our location announcement
videos where I wandered aroundAustin Texas taking a bunch of
photos of all of the coolartwork because that's what I
was super into and then I selfyeah, I self-recorded myself
saying like hey, we're going to.
Texas.
You know, like all that stuffthat was all then put into Canva
(27:12):
and made a video because I'mlike that doesn't need to be
super polished.
It's literally me taking photosof artwork and me recording
myself about 18 times saying thesame 30 seconds and people
walking by and staring at me,but that's fine, um.
But like there's times when youneed that, you know, really
polished, look something like abig milestone.
You really want to.
You know that's where you makethe investment to make the video
(27:33):
really, really special.
And then there's times it'slike you don't need to do that
and you can pump it out a lotfaster and still have good
quality.
It's just different.
And so I feel like that's theimportance of like merging those
things together.
Like you can have a robustvideo strategy and know when you
put the money into it and whenyou put the labor into it.
Speaker 2 (27:54):
Oh yeah, no, I think in like, that's part of the like
.
Having that video strategy isunderstanding like, hey, there's
short form user generated stuffthat's going to be good for a
specific purpose, just like thatlong form video or that more
highly polished video is goingto be good for a specific
purpose, just like that longform video or that more highly
polished video is going to begood for a specific purpose.
It's just understanding thatstuff.
You can't just assume it's allthe same, but like that one is
one especially.
(28:15):
I mean like, talk about thatpartnership we worked with,
right it was, I was there to dothe hundredth, so I was
interviewing, I was doing stufflike that.
However, thinking long-term oflike what this whole, like what
marketing you have to put out,it's like, hey, I'm going to
capture all this B-roll, so I'mgoing to give you all this type
of footage, so I'm going to havetmsa members celebrating with
signage and stuff like that,because it's going to help my
(28:35):
video, but it's also going tohelp your marketing content in
the future.
Speaker 1 (28:40):
Speaking of tmsa elevate tmsa elevate 2025 June
8th through 10th in Austin,Texas.
I'm going to pop up this.
Take your name out of here,register, join us, but with that
.
So last year we did do that100-year video.
You recorded our main stage.
You did that for the 2022Elevate.
(29:01):
But part of growing partnershipsis knowing when it is to you
know, up up the game and youwill be doing all of our AV
video photography stuff for TMSALV and for this year, which I'm
really excited about, in largepart because I only have to talk
to you.
I don't have to talk to fourdifferent people.
But what I would love becausewe do have other event planners,
(29:23):
we do have marketing peoplethat are in charge of this type
of stuff in our network how doesthe AV side of things prep for
events?
What do you wish that eventplanners knew or what do
marketers miss?
Because I know it can be reallyhard to be like, oh, there's so
much stuff that I'm missing, orI wish that this ran more
(29:44):
smoothly, or whatever.
I would love to hear the otherside's perspective so that we
can maybe get a little better.
Speaker 2 (29:50):
I mean it's tricky, right, it all comes down to
partnership.
Really.
That's the big thing and that'swhy I love the Five Tool
Productions where we work,because it's about partnerships.
They're not just like, hey,we're getting this one video
done.
I came from that world where Iwas on that side.
Like I said, I worked for adirector of marketing.
I worked as a video, uh, for anon-profit.
(30:11):
So I worked where, like hey, wewould reach out to video
production companies because Iwas just the one person I had a
hard time, so we'd have to dothat.
And they would come in andthey'd just be like, hey, here's
the product you're going to get.
And it's like, well, no, I needthe b-roll footage.
I could use a bunch of thestuff and that's really the same
.
When it comes to the events,it's understanding kind of the
big picture of what you need todo.
It's events are no longer justlike stand on a stage and talk.
(30:32):
It's photo.
But what does photo mean?
Is it just an album at the endor is it headshots that people
want right away?
Is it action stuff?
Because we want to create thatfear of missing out, like all
those types of.
It all comes down to likeunderstanding it.
And then for an AV, like areally successful AV company,
they should be talking to you.
It should be a partnership andit shouldn't be you trying to
translate what they're saying.
(30:53):
They should be listening to youand understanding what you're
trying to achieve and you shouldfeel confident that they know
you.
So really that's the biggestthing that I try to do is just
have that clear communication.
I try to understand theclient's boat, so the budget,
objective, audience and timelineof who are they talking to,
what's their budget, how do wemake this accomplishable and how
do we do it.
And then it's all clearcommunication.
(31:14):
I mean, it's the same assomeone who doesn't want to be
on camera.
It's like, all right, great,here's when we're going to have
meetings, here's what's going tobe.
I'm going to communicate thisclearly.
I think one of the facts that Irecently learned, especially
when it comes to the event sidethat's fascinating is that I
want to say it's like 50% of allhotel contacts, especially in
the kind of catering, the placethat is, event managers you're
(31:36):
kind of dealing with them 50% ofthem are this is their first
time ever having that type ofjob.
Like the industry fundamentallyflipped after COVID.
There's a lot of interestingstuff that's happening in the
event space, things that used tobe a no brainer in terms of
like, yeah, we could save theroom the day before, it doesn't
matter, for us it's really thehotel bookings that we make our
(31:57):
most money.
They are now getting roomsbooked every single day.
So there's stuff that you got tohave that communication.
It's really difficult.
So, as event managersespecially at the TMSA event
managers, who usually are alsothe marketing they're a bunch of
fun things, they're the merch,they're the company store,
they're all the fun stuff it'ssomething that's tricky, it's
(32:19):
not easy and what you want to dois find partners and really the
AV is a big important thingfrom that, because you want to
have the same consistent feel,regardless if you're in Austin
new orleans, orlando.
Speaker 1 (32:36):
You want them all to feel a really good way.
Savannah, uh, you heard meannounce the ones I went to, but
I forgot about the savannahbananas.
Speaker 2 (32:43):
Um, but like you want the same feel like right, you
want, as the event manager, youevent manager, you want to know
like hey, we're going to go upthere.
And also, as you want to dounique or experimental or kind
of risk taking stuff, likeseeing the a hundredth
anniversary song.
You want to trust that yourpartner's been with you and can
understand and you can sit therewith this idea and be like
great, you ran with it.
You know that tech side.
I don't need to know the techside.
(33:04):
I don't need to know the techside.
I just know I want to be ableto present this way to my
audience and I want to be ableto do it for this type of this
budget, and that's kind of whereit comes in to have a really
good AV vendor.
Speaker 1 (33:16):
Yeah, I think that that's been really helpful and
like part, I can see like partof the reason why I wanted to
expand the partnership and do AVwith you this year is because,
I mean, for three years I'vebeen like Kyle.
Because I mean, for three yearsI've been like Kyle what are
these words mean?
Like, what are?
Do I need this?
What are they charging me for?
Because I don't speak AV.
That's never been somethingthat I've worked in, and so you
(33:38):
became like a trusted partnerfor me to be like do I have to
pay for this?
Like what does this actuallymean?
And now I'm like, okay, I'mjust going gonna pay you because
you've explained to me what Ineed and so.
But I do think that's reallyimportant and so, like, as an
event planner, I do think Iagree like it's really important
to have partners that you haveenough that you can't get that
from a hotel ad team either, butit's just having a relationship
(34:02):
where you're able to trust andknow what's going on and that
the people in the room you'reable to connect with like I, my
one guy that I worked with at umexecutive summit last year he
was great, like I loved him,even when he had to step off to
go to a different hotel.
He came and found me to tell melike well, thank you, I pre and
executive summit doesn't havelike all the bells and whistles
that elevate has, but I wasreally appreciative of that,
(34:24):
where I've had ones in the pasttoo, that I was like I have no,
I have not a single clue wherethe 80 person is and the no one
can hear the person on stage andso and so.
But I do like I feel like av canmake or break a conference,
same with internet connectivity,it's something like that.
Like all those things, um, andjust like from the event planner
side, I typically try to stayfor like site visits in the
(34:46):
hotel I'm at and I make sure Iload up all of my devices in my
room and see if I can like breakit or whatever, because that is
like we are working people,they're going to a conference.
We need to be able to accessthe internet, and if the
internet is broken it's not good.
And so I.
There's been a hotel that Ilove and I was like no, I could
not.
I had to call your little techpeople from my room twice, and
(35:07):
so it was not an option for meanymore.
So I don't know why I went onthat rampage, but I think it's
really important to do all thosethings.
Speaker 2 (35:16):
Right, and that's part of the thing.
Right, it's like, hey, I'mthinking this way, like I don't
need to know what type of lightyou're using to light the stage,
I just need to know.
Like, hey, I have this level,like I had this level, like I
want it, this level.
Can we just make sure we'regetting that at a budget?
It's like a lot of times, likethey add all these things,
you're like, is that necessary?
What's this?
And then like the bodies too,like it's one of the tricky
(35:37):
things.
One of the things that we liketo do is like we send people on
site so it can be a little moreexpensive, because, like you're
getting me on site when it comesto av, but what that means is
you've got me for the entirething.
Typically, when you go to thesehotels, like a lot of times
their person's there for theirset number of hours.
You go over sure, you can goover, you're going to get paid
more, but like that person'sonly there for that hour.
Like the showroom, and that'snot what you need.
(35:59):
You need some partner that'sthere to help you as an event
manager, because you're worriedabout reg, you're worried about
the internet, you're worriedabout all these other things.
Where's the food?
Is this all out?
All these things that really gointo an event manager side.
They're just so time consuming,uh.
And then if all of a suddenyou're also worried of like wait
, this person's who needs to getmic'd up, you're like no, why
can't my av person take care ofthat?
(36:20):
And that's sort of where, likeI, I love it, I have a blast
with av, especially getting moreand more into it of like it is
fun to kind of run a show andget all that stuff going and
then, like you say, it's like itdoes make or break a lot of
times.
Like a mic breaks down,everyone's sitting there
awkwardly and like what ishappening and that's kind of the
big thing.
Speaker 1 (36:36):
That like I like the executive director decides she's
gonna open the show singing.
Speaker 2 (36:41):
The microphone needs to work yeah, that part was a
little frustrating.
Watching that for you, I waslike you gotta be kidding me.
Speaker 1 (36:49):
I was like how I was like you made me sing in post so
that we could fix the post showvideo.
But uh, but yeah.
I think all those things areimportant.
Um, any other video bestpractices were missing.
Anything else that you want totell all of the fans of On the
Move?
What they could be doing withtheir video?
Speaker 2 (37:10):
Length is a lie.
Do not think of length like ifyou heard that it needs to be
short, it needs to be long, itneeds to be any of that.
It doesn't.
That's a straight up lie.
On the internet you can watchaudience retention.
It's as long as it needs to be,as short as it can be.
So don't fill 30 minutes if youdon't have 30 minutes.
If you got five minutes thatyou only need to tell that, tell
(37:30):
the way, instruct them, dowhatever story you want to.
But like the idea of like ifthis is over 90 seconds and it's
garbage, you're like no,there's something I'm explaining
that's too complex to be ableto get done.
So really it's that.
I think that's the biggestthing that drives me bonkers.
On the internet.
A lot of people kind of takethat traditional like oh
television where they're puttingin breaks and stuff.
(37:51):
You're like that's not what theinternet is.
You don't need to build inthese ad breaks, you don't need
to do a certain time because youcan do as long as you want.
Joe Rogan can do a four minute,four hour podcast, but then you
can have a daily.
But then you can have a daily.
The daily does like the oneminute news recap and that's
just as valuable.
So it's really like don't worryabout length.
If I could just preach that,it's as long as it needs to be,
(38:11):
as short as it can be.
I heard that from Facebook andInstagram when I visited their
headquarters and, like theirdirector of content was like
this is what matters for us, ourplatforms, like the video,
length isn't something thatreally matters.
Speaker 1 (38:25):
Yeah, I mean, I think it's with anything, if you, if
there's value, people will stay.
And yeah, I mean that's what Itold you the beginning like,
yeah, this will be one of ourlonger podcast episodes, but I'm
fine with that because I feellike the whole time had value.
We talked about differentthings, um, but I want to take
you and the audience now on alittle bit of my long con of
this.
So I'm coming back to thebeginning, when I asked how do
(38:48):
you get people on camera thatdon't want to be on camera?
So you mentioned a few timesthat you used to be like a
director of marketing orlogistics and when we first met,
um, you came and did video atthe 2022 it wasn't even elevate
yet it was the annual conferenceand you said, wow, jen, I wish
I would have known about thisorganization when I was a
director of marketing andlogistics.
(39:09):
I felt so alone and like reallysiloed there, and if I would
have known that there was thisgroup of people like I would
have been better.
And I was like that's cool,really great and awesome to hear
Can you put yourself on cameraand say that?
And you said no, yeah, who?
Speaker 2 (39:26):
awesome to hear.
Can you put yourself on cameraand say that?
Speaker 1 (39:27):
And you said no, yeah , who was going to film?
I was the one filming.
No, I'm behind the camera now.
But here we are on camera threeyears later, full circle moment
.
I'm ready for you to say it tothe people, explain like your
journey with TMSA and like whyyou're glad to be here and why
you wish you would have knownabout it back then.
Speaker 2 (39:45):
To say and like why you're glad to be here and why
you wish you would have knownabout it back then.
It's especially withinlogistics, marketing and sales
too.
I mean I've kind of gotten tobe more and more of a
salesperson.
It is a lonely experience Likeespecially in marketing.
It is kind of usually a one tolike four person team.
It was like something where Iwas by myself.
I had no idea about running acompany store.
I came as a videographer from anonprofit, wanted to kind of
(40:08):
build up a team.
There wasn't working at thenonprofit, because it's a
nonprofit dummy you shouldrealize they ain't gonna have
more money.
So I got like this job and theywanted me to be a director of
marketing and, believe it or not, it's actually the company that
Tim Dooner used to be at.
So like they were doingpodcasting, dooner left that to
go work at freight waves andthey brought me in.
Um it.
Really to me it's like great, Ican do content creation.
(40:30):
I've done the content stuff inthe past where I've heard
marketers battling with thesalesperson.
I can get in there and do it.
But there was so much more thatI learned about marketing, uh,
and it was all kind of melearning by googling or texting
blthe because I just randomlyknew bright, uh, blumlevy, I
don't know what's her new name.
I completely mullet ah geez,I've just learned brumley
(40:51):
somehow.
Now you remember a differentone.
What the heck.
Uh, but like I would textblithe because, like blight was
someone I did a weird randompast life thing.
I'm just like, hey, is this anormal thing in marketing?
Like I didn't understandrunning the company store was
like a normal thing marketersdid.
I just thought I was taking onresponsibility and I was getting
more and more mad that like Iwas a doer who was taking on
(41:13):
responsibility and felt like Iwas getting taken advantage of.
It would have been awesome hadI been able to go to tmsa
elevate or uh, back then it wasjust dmsa, right, it wasn't
elevate.
Yeah, if I would have just goneto the conference.
Speaker 1 (41:26):
It's like Mulligan, not Mulligan.
I said it and I'm like I'mpretty sure I'm wrong and I just
wanted to verify because I alsolike thank you.
Finance chair of TMSA.
Okay, continue on.
Speaker 2 (41:38):
We get to tag you.
Ha ha, that's why we droppedyour name in here.
Name in here.
We get to tag a bunch of stuff.
It's Lincoln back.
We got Blythe baby, but yeah, itwas very much like if I would
have, it would have helped me.
Like I felt like I was takingcrazy pills and like it was such
an eye opener.
When I got to there to film Iwas like, wait a second,
everything you're saying wasstuff that went through my head
(41:59):
when I was living, when I wasgoing through this journey, and
like, typically, we we're themarketers are doers.
They are people who want to getstuff done, especially in
logistics.
Because you're out there,you're trying to talk, but you
get put into all these otherroles and you're like, is this
something I'm supposed to bedoing?
I feel like they're just takingadvantage of my nature and to
like learn that like no, thatwasn't the case and I could have
had people in sandboxes.
(42:20):
I mean, really, really, that'sthe awesome thing about tmsa.
The last one I really was likean aha moment to me was like
there is sandboxes available foryou, in terms of like hey, I've
never done this before.
I can go to the membership andbe like, hey, I'm doing this,
what do you think?
And they're willing to watchand lose.
Like you've just got a teamthat like you're essentially
giving yourself a team withoutneeding to give it to you, like
without having like what acompany, what a logistics
(42:43):
company is never going to do,which is build out like a 20
person team.
It's like you get to go to allthese people, you can find
people in your area and kind ofconnect it.
It was such a cool thing andthen you make it a party.
So like that's the other thing.
Like I remember that first timeI was there and that party went
to like midnight and I was likeI gotta be up.
Speaker 1 (42:59):
All these catering people go home.
Speaker 2 (43:01):
Oh yeah, it was wild Like that stuff.
It's like, oh yeah, this islike it's the people, like it's
a mindset you have working inlogistics, especially in the non
operation side, and like it'ssomething that just helps you
get out of like man, I'm nottaking crazy pills, I could have
been a part of this big group.
(43:22):
It's something like I say, likeI probably would have still
been in logistics marketing ifthat was the case.
And like the company I wasworking for, I know they've
gotten bigger and bigger, soit's one of those things of like
I'm very happy with what I donow.
I love doing video and stufflike that, but it's one of those
like I probably would have beenin a like a company that just
continues to raise itselfbecause that's logistics, like
they can get, they can grow likethat and as a marketer it's
(43:44):
like you're going to get burntout.
But man, tmsa is such a coolarea to kind of keep yourself
engaged.
Speaker 1 (43:51):
Well, I'm glad that you finally voiced all of that
in front of the camera, threeyears in the making.
Speaker 2 (43:57):
Yeah, congrats, you got me to do it.
I was like I'll never do this.
I can tell you I'll never dothis.
I can tell you, I'll do it.
And I was like I should havesent you your questions.
Speaker 1 (44:05):
I'm like I wish I could see your face when you
read this last one, but reallyexcited, Thank you.
And then, of course, lastquestion I ask anyone that comes
on the show if you could goback in time and advise a
younger Kyle anything, and maybeit was just to join TMSA back
then.
Speaker 2 (44:21):
But we'll see.
Maybe you're an answer.
Speaker 1 (44:22):
But now if you could go back and tell me anything,
and this could be personally orprofessionally.
What would you say and whenwould you go back to?
Speaker 2 (44:27):
uh, never move out.
Florida snow sucks.
Uh, start playing golf rightaway.
There's so many things I wish Icould tell my younger.
Like, why did you move out offlorida?
Like, why did you think thesnow was going to be fun?
Why didn't you get out of here?
Uh, those are.
It's mainly because we'rerecording this in march and it's
horrible up here still.
Speaker 1 (44:44):
I'm very ready for the weather to break.
Speaker 2 (44:48):
Yeah, I look so tan.
I was like I thought I was likewhat is happening here?
It's the lighting.
I've made myself pretty.
I'm pale too, trust me.
My siblings come up fromFlorida and they call me Casper.
They're making fun of my ass.
(45:10):
But honestly, I think it's morelike as I'm getting older, it's
like spending more time with,like loved ones.
Like I've lost people recentlyin my life that I just wish I
could have spent more time andreally took an advantage of that
.
I know, when I'm younger, likeI was all kind of about myself
and did all these things, sopart of it would have been like,
hey, you dummy, just like,enjoy the people in your life
would be the thing that, likethat advice I would have given
myself.
And then, yeah, would haveprofessionally been join the
TMSA running the company storeand having this big galoof who
(45:34):
wore a jacket, your sweater,three times and now says it's
too tight for him and he wants anew one.
You're getting very upset.
If you would have gone to TMSA,you would have realized that,
like, everyone's got a biggaloof in their company.
Here's ways to work around thatbig idiot.
Uh, would have been great toknow.
Uh, four years ago.
Speaker 1 (45:51):
Well, great advice.
If anyone is interested injoining us at TMSA Elevate this
year, you can scan this QR code.
June 8th through 10th in Austin, Texas Very excited about that.
Other things upcoming here atTMSA our recognition program is
open for our Purpose Awards,Trailblazers and Rising Stars.
Submissions will close March28th.
(46:13):
So it is rounding out to whenyou can submit for any of those
awards.
So make sure you get those inFree submissions for members.
So definitely a member perk totake advantage of.
And then catch us on the shownext week where I'm interviewing
Jennifer Shaker with IMCCompanies, where I'm really
excited to talk to her, becausewe talked about what it's like
to be a bit of an introvert inmarketing and PR and what that
(46:35):
means when you go to trade showsand need a night to just
door-dash food and sit in yourpajamas by yourself, Because I
feel like people should talkabout that more.
So dive into that and trendsgoing on in marketing PR
industry.
But thank you so much forcoming on the show, Kyle, and
for working with me and dealingwith my nonsense.
(46:56):
I feel like we both did areally good job.
Speaker 2 (46:58):
Not cursing on this episode, that's not what we're
always like that was tough, thatwas tough I was really proud.
That was hard.
Speaker 1 (47:05):
But thank you so much and see everybody next week and
hopefully everybody in Austin,texas, in June.
Bye-bye Peace.
Oh my God, I have an outro.
I almost forgot, I almostforgot, I almost forgot, I
almost forgot.
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