August 29, 2023 • 14 mins
We all know what marketing is and we all know what video is. In this episode we throw both ideas into the blender and drink the smoothie that is Video Marketing digesting the ingredients to better understand exactly what it is, how it works and why it is important. Video production.
Find more gold here: https://jonesroadproductions.com/
Find more gold here: https://jonesroadproductions.com/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to the second episode of in focus for the drone throw productions where we guide
(00:09):
you on all things video marketing with small and medium sized businesses and old teardower
New Zealand.
I'm Ben and I'm Tash.
Tash we made it episode number two.
A lot of people said we wouldn't do it but baby we did it.
Today we're going to be talking about what is video marketing.
So what is it?
(00:30):
That's a good question.
It's a very broad question.
I think video marketing fits into many things but if I had to summarize it in a sentence
it would be communicating a message about your product or your service through the medium
of video and then pushing it out there for the world to see.
So again very broad but that would be video marketing in a sentence I suppose.
(00:52):
Okay so Craig here owns the Wendell washing company.
He's got an amazing video on his website so you know I'm out here cleaning cars.
I should probably be making a video from my website as well.
Where do I start?
Another great question.
Look the thing that I always say to everyone when they're signing out on their video journey
is what is your purpose?
(01:14):
You know just because Barry down the road has got a great video on his website that's fantastic
but don't just copy, find out what your purpose is and how it's actually going to align
with your goals before you start.
Okay I think it was Craig actually but.
Yeah, but Craig it was.
Barry's probably got one as well you know.
I guess another big question which seems pretty self-explanatory but I just wonder if you
(01:35):
could touch on it for me is why should people be using video marketing?
That's another really really really good question and I know very broad as well.
Yeah and there's many answers to it really but I think the first thing would be is that
videos are really effective way of being able to communicate a message.
We are, first of all we really used to seeing videos so we see video on all different types
(01:57):
of platforms, you know Facebook, Instagram, TikTok, you know whatever it might be so as a
consumer we're really used to video and the other thing is it's a great powerful way to
have a powerful way to get a message across.
You know a 30 second video can speak volumes so yeah there's many reasons why you should
be using video but I think that's the top reason.
(02:19):
The other thing is is that Google is really liking video as well.
So you know if you're using video on your website for example that puts you up the Google
rankings.
All about the SEO baby?
Yeah, yeah absolutely.
The other reason I think video is really good is because yes it allows you to communicate
a message really effectively and really succinctly but it also allows you to tell a story and
(02:41):
this is something I'm really big on and I'm sure we'll talk about this later on in the
podcast but you know we remember stories so we are in grain to remember stories we used
to sit around the campfire and we would learn through storytelling and videos are a great
way to tell stories so if you're telling a story and someone's remembering a story they're
likely going to remember your message and therefore your product or your service so
(03:05):
that's why I've always been a big advocate of video marketing not to say that you just
have to use video the other really good thing about video got so many things that come to
mind.
It's the fact that obviously it can be used as a tool within your other advertising spheres
if you have them you know so it can be really complimentary you might have a radio ad that
(03:27):
you know you've only got a 20 second spot and you're trying to say something that can
be complemented by a video so it doesn't just fit in with video in isolation it can be
used with all forms of other marketing so yeah look for me it's definitely the most powerful
tool which is I guess why we started this business in the first place.
Really surprised we didn't hear a plug for billboards in there.
(03:47):
I know you've been a massive rager for billboards.
Look I do love a billboard but digital billboard video.
Exactly precisely and look hey look the best marketing or advertising strategies are one
where there is they are cohesive and they're multi-faceted and they're a multi-touch
(04:08):
point so you can communicate your message but look if you have to pick one pick video
I'll get you the best results.
Most cost effective I'd say and speaking of TikTok don't forget everyone can follow us on
TikTok and Instagram.
We do have a TikTok.
We do have a TikTok.
We do.
We always should get back on that.
Tushes videos are performing outperforming my 10 to 1 which is no surprise no one wants
(04:29):
to see the ugly face obviously.
He's dulcet tones.
I think another reason why people should be using video marketing is that consumers expect
it now.
You know it's become more of a necessity than luxury.
I read a report of the end of 2022 which said that 89% of consumers expect brands large
or small to be using video in some way.
(04:52):
So if you're not using video that's 89% of people that you are not targeting which is
a large number.
So yeah I think even from a consumer perspective we used to it we wanted we're seeing it.
If you're not using video you're just missing out.
I think another great way that video can be used as well is it gives you the ability to
(05:13):
add a bit of personality that your customers not always see.
And a great use of this was I saw someone come before it was but they were doing when they
would onboard a new client they would send them an email saying hey blah blah thanks for
joining test bads and inside that video email would be a video where they've just got their
phone and just recorded it and said hey welcome to the team these are the next steps
(05:37):
etc etc but it just really really elevated I guess the experience that the customer is
having you know that's a pretty strong personal touch that someone is going to remember for
a long time.
Something that maybe we should be doing this well but.
I mean that might see that actually really an interesting point because like I wouldn't
necessarily categorize that as video marketing because it's it always in house marketing
(06:00):
essentially right because you're using it specific for onboarding.
Yeah I guess when the funnel right the big funnel that everyone talks about in the marketing
Shfeia is that's I guess more of a what customer retention now that they're already become
a customer or not.
(06:20):
Oh okay so you're saying that video marketing can be like all these different touch points
with customers especially even when you've had a customer for a while it can be just
chickening with them with a video.
100% and this is why I go back to what I said at the beginning which is like what's your
purpose right so like who are you trying to talk to why you're trying to talk to them what
(06:41):
is the message you're trying to communicate.
If you are a small business that has been in business for six months or you're a business
that has been a small medium sized business that you might be you know you might be in business
for 10 years you know what you're trying to communicate is probably very very different
so it's about going back to that purpose in the first instance and identifying where your
customers are as you said in their funnel right like is this an awareness piece are you brand
(07:05):
new do we need to be actually just shouting about the fact that you exist or have you been
in business for a long time do you have a pretty good market share at the moment and actually
have you got a new product and we just need to deep dive on that product so yeah with video
marketing going back to your purpose and identifying why you want a video I mean the amount
of times I say to our clients okay why are we doing this I'm not just going to shoot
(07:28):
a video for you because it's some pretty pictures and it can sell on your website you know
like what's actually what job is it going to do for you you know sometimes it can be a
significant investment for a small and medium sized business you might spend I don't know
six seven grand on a video right so it has to work for you so yeah going back to that
purpose is the first rule when I speak to anyone.
Yeah I think Simon Seneek did say this he you know in his book start with why people
(07:53):
don't buy what you do they buy why you do it and outlining your purpose is really important
that's a really good point Ben so what's Jones road purpose what's our purpose why do
we exist.
I guess the crux of it was we we wanted to give the smaller to medium sized businesses
in New Zealand which is a huge amount like it's I think what 90% of businesses in New
(08:15):
Zealand are categorized as small I think I saw something that next to Verizon reposted
70% of businesses have one employee which is when you think about it that's fucking huge
that's 400,000 businesses just the old solo brand new or a lot of businesses are like us
where we business partners and life partners.
(08:36):
Like a you.
So that's a really good point I think a lot of the times we get engaged to create a video
without really knowing the purpose as to why they they the business or the business
owner knows they should be doing video because they've seen their mate do one or they've
heard someone at the ability networking group do one but they don't know why or how you
(09:00):
know it's all good making a video and sticking on your website but then how people can
see it.
Yeah so going back to my initial question so going back to my question you know why did
we found giant road productions what's our why.
What's our why.
Yeah what's our why.
Because we wanted to deliver amazing content for small businesses in New Zealand.
(09:20):
Yeah easy as.
You know that's why we exist.
Yeah 100% there's a lot of misconception about how much video production can cost.
Because you know you can spend if you want to $100,000 easily and you know the video might
win an award but will it have much impact on your business?
(09:41):
Not sure about that one.
I mean $100,000 is a lot to spend on a video.
Okay here's an example this is this is the kind of realm that we're playing in.
I went to a lens rental store the other day.
Looking to upgrade some lenses that we've got because you know always want to be pushing
the envelope and I said to the guy you know it's project working on it's about 30k and he
(10:01):
go he looks at me and goes oh 30k per day and I was like my fucking jaw hit the ground I was
like 30k per day are you serious?
30,000 dollars a day.
I was like no mate that's like everything.
Pre-production production, post-production blah blah blah.
I was like Jesus 30 grand.
That's a really good point and this is something that we can also touch on.
(10:22):
I think later on in the podcast but people say to me all the time like how much is a video
cost?
You know how much is a 30 second video cost?
And I always think that's a really interesting question because yeah giant road everything
we do is kind of very bespoke so you know while we have a couple of packages like we really
look at what you're trying to achieve and then we price accordingly.
(10:42):
But you can do a video for as it's called as you know $5,000 which could be a hero video
and then three or four kind of cut down videos which you can put on social media.
Alternatively we could give you a year maybe two years worth of video content for $5,000
so you know depends obviously what business you're in but you know from a return on investment
perspective you're going to spend five grand you know you might get 500 grand so I guess
(11:06):
we exist to make great content accessible to small and medium sized businesses so they
can achieve those results.
Yeah guaranteed.
I think we're going to touch on how we our process in another episode but just touching
on it quickly you know we generally start with a video that's got a single message so it's
really clear and it resonates with the audience but what we like to do at the same time is
(11:29):
also to make it cost effective film a few different underlying messages that we can use
as cut downs on social so that it's multipurpose and it's a lot more cost effective for the
business so they're not just getting one video that does one job and they've spent you
know the year's marketing budget on creating a video might have been $6,000,000.
(11:49):
Yeah I think going back to why you should use video marketing you know you can see there
like it's it cost effective look how many messages you can distribute look how much content
that you can you know everyone now you know we work with a lot of digital marketing agencies
and they say the thing they struggle with most is the frequency of content you know like
that's what we can actually deliver for you there are so many ways you can use video content
(12:13):
and there are so many benefits to using video content you know we could spend an hour
talking about it just on this podcast alone but I think it's you know as I said it's identifying
you know why why you should be using it in your business not just why should I be using
video content in general but why should you be using video content and how can you use
(12:34):
it you know a TikTok a 15 second TikTok is video marketing you know a website video is
video marketing social media ads that's video marketing you know television ads which you
say don't forget the TV series which used to go which used to only be you know back in the
day if you were shooting a TV say it could it would only be on the television right and
(12:57):
that's fine because that's where everyone's eyeballs were but now you can put that in
YouTube you know and people can that's how you served ads you know through you know things
like YouTube pre-roll and and so there's so many ways you can use video marketing not just
in terms of the messaging you're trying to communicate or you know parts of the funnel but just
even the platforms that are available that have video so honestly the options are endless
(13:21):
part of our job is helping you figure out where you know the right message for your video
and where it's best placed yeah 100% well I'm really looking forward to delving into these
topics and the next 200 episodes that we're going to be well 199 now does it first one
count yeah I think so surely yeah yeah surely that counts yeah so it's going to be awesome
(13:41):
to talk about these things a bit more in detail obviously like you say with certain topics
placement strategy even just the production process you can just talk for that bloody hours
on it so looking forward to that in the next coming upcoming episodes touch yeah likewise
oh thanks for joining me episode two on the can see you then
Welcome to the second episode of in focus for the drone throw productions where we guide
(00:09):
you on all things video marketing with small and medium sized businesses and old teardower
New Zealand.
I'm Ben and I'm Tash.
Tash we made it episode number two.
A lot of people said we wouldn't do it but baby we did it.
Today we're going to be talking about what is video marketing.
So what is it?
(00:30):
That's a good question.
It's a very broad question.
I think video marketing fits into many things but if I had to summarize it in a sentence
it would be communicating a message about your product or your service through the medium
of video and then pushing it out there for the world to see.
So again very broad but that would be video marketing in a sentence I suppose.
(00:52):
Okay so Craig here owns the Wendell washing company.
He's got an amazing video on his website so you know I'm out here cleaning cars.
I should probably be making a video from my website as well.
Where do I start?
Another great question.
Look the thing that I always say to everyone when they're signing out on their video journey
is what is your purpose?
(01:14):
You know just because Barry down the road has got a great video on his website that's fantastic
but don't just copy, find out what your purpose is and how it's actually going to align
with your goals before you start.
Okay I think it was Craig actually but.
Yeah, but Craig it was.
Barry's probably got one as well you know.
I guess another big question which seems pretty self-explanatory but I just wonder if you
(01:35):
could touch on it for me is why should people be using video marketing?
That's another really really really good question and I know very broad as well.
Yeah and there's many answers to it really but I think the first thing would be is that
videos are really effective way of being able to communicate a message.
We are, first of all we really used to seeing videos so we see video on all different types
(01:57):
of platforms, you know Facebook, Instagram, TikTok, you know whatever it might be so as a
consumer we're really used to video and the other thing is it's a great powerful way to
have a powerful way to get a message across.
You know a 30 second video can speak volumes so yeah there's many reasons why you should
be using video but I think that's the top reason.
(02:19):
The other thing is is that Google is really liking video as well.
So you know if you're using video on your website for example that puts you up the Google
rankings.
All about the SEO baby?
Yeah, yeah absolutely.
The other reason I think video is really good is because yes it allows you to communicate
a message really effectively and really succinctly but it also allows you to tell a story and
(02:41):
this is something I'm really big on and I'm sure we'll talk about this later on in the
podcast but you know we remember stories so we are in grain to remember stories we used
to sit around the campfire and we would learn through storytelling and videos are a great
way to tell stories so if you're telling a story and someone's remembering a story they're
likely going to remember your message and therefore your product or your service so
(03:05):
that's why I've always been a big advocate of video marketing not to say that you just
have to use video the other really good thing about video got so many things that come to
mind.
It's the fact that obviously it can be used as a tool within your other advertising spheres
if you have them you know so it can be really complimentary you might have a radio ad that
(03:27):
you know you've only got a 20 second spot and you're trying to say something that can
be complemented by a video so it doesn't just fit in with video in isolation it can be
used with all forms of other marketing so yeah look for me it's definitely the most powerful
tool which is I guess why we started this business in the first place.
Really surprised we didn't hear a plug for billboards in there.
(03:47):
I know you've been a massive rager for billboards.
Look I do love a billboard but digital billboard video.
Exactly precisely and look hey look the best marketing or advertising strategies are one
where there is they are cohesive and they're multi-faceted and they're a multi-touch
(04:08):
point so you can communicate your message but look if you have to pick one pick video
I'll get you the best results.
Most cost effective I'd say and speaking of TikTok don't forget everyone can follow us on
TikTok and Instagram.
We do have a TikTok.
We do have a TikTok.
We do.
We always should get back on that.
Tushes videos are performing outperforming my 10 to 1 which is no surprise no one wants
(04:29):
to see the ugly face obviously.
He's dulcet tones.
I think another reason why people should be using video marketing is that consumers expect
it now.
You know it's become more of a necessity than luxury.
I read a report of the end of 2022 which said that 89% of consumers expect brands large
or small to be using video in some way.
(04:52):
So if you're not using video that's 89% of people that you are not targeting which is
a large number.
So yeah I think even from a consumer perspective we used to it we wanted we're seeing it.
If you're not using video you're just missing out.
I think another great way that video can be used as well is it gives you the ability to
(05:13):
add a bit of personality that your customers not always see.
And a great use of this was I saw someone come before it was but they were doing when they
would onboard a new client they would send them an email saying hey blah blah thanks for
joining test bads and inside that video email would be a video where they've just got their
phone and just recorded it and said hey welcome to the team these are the next steps
(05:37):
etc etc but it just really really elevated I guess the experience that the customer is
having you know that's a pretty strong personal touch that someone is going to remember for
a long time.
Something that maybe we should be doing this well but.
I mean that might see that actually really an interesting point because like I wouldn't
necessarily categorize that as video marketing because it's it always in house marketing
(06:00):
essentially right because you're using it specific for onboarding.
Yeah I guess when the funnel right the big funnel that everyone talks about in the marketing
Shfeia is that's I guess more of a what customer retention now that they're already become
a customer or not.
(06:20):
Oh okay so you're saying that video marketing can be like all these different touch points
with customers especially even when you've had a customer for a while it can be just
chickening with them with a video.
100% and this is why I go back to what I said at the beginning which is like what's your
purpose right so like who are you trying to talk to why you're trying to talk to them what
(06:41):
is the message you're trying to communicate.
If you are a small business that has been in business for six months or you're a business
that has been a small medium sized business that you might be you know you might be in business
for 10 years you know what you're trying to communicate is probably very very different
so it's about going back to that purpose in the first instance and identifying where your
customers are as you said in their funnel right like is this an awareness piece are you brand
(07:05):
new do we need to be actually just shouting about the fact that you exist or have you been
in business for a long time do you have a pretty good market share at the moment and actually
have you got a new product and we just need to deep dive on that product so yeah with video
marketing going back to your purpose and identifying why you want a video I mean the amount
of times I say to our clients okay why are we doing this I'm not just going to shoot
(07:28):
a video for you because it's some pretty pictures and it can sell on your website you know
like what's actually what job is it going to do for you you know sometimes it can be a
significant investment for a small and medium sized business you might spend I don't know
six seven grand on a video right so it has to work for you so yeah going back to that
purpose is the first rule when I speak to anyone.
Yeah I think Simon Seneek did say this he you know in his book start with why people
(07:53):
don't buy what you do they buy why you do it and outlining your purpose is really important
that's a really good point Ben so what's Jones road purpose what's our purpose why do
we exist.
I guess the crux of it was we we wanted to give the smaller to medium sized businesses
in New Zealand which is a huge amount like it's I think what 90% of businesses in New
(08:15):
Zealand are categorized as small I think I saw something that next to Verizon reposted
70% of businesses have one employee which is when you think about it that's fucking huge
that's 400,000 businesses just the old solo brand new or a lot of businesses are like us
where we business partners and life partners.
(08:36):
Like a you.
So that's a really good point I think a lot of the times we get engaged to create a video
without really knowing the purpose as to why they they the business or the business
owner knows they should be doing video because they've seen their mate do one or they've
heard someone at the ability networking group do one but they don't know why or how you
(09:00):
know it's all good making a video and sticking on your website but then how people can
see it.
Yeah so going back to my initial question so going back to my question you know why did
we found giant road productions what's our why.
What's our why.
Yeah what's our why.
Because we wanted to deliver amazing content for small businesses in New Zealand.
(09:20):
Yeah easy as.
You know that's why we exist.
Yeah 100% there's a lot of misconception about how much video production can cost.
Because you know you can spend if you want to $100,000 easily and you know the video might
win an award but will it have much impact on your business?
(09:41):
Not sure about that one.
I mean $100,000 is a lot to spend on a video.
Okay here's an example this is this is the kind of realm that we're playing in.
I went to a lens rental store the other day.
Looking to upgrade some lenses that we've got because you know always want to be pushing
the envelope and I said to the guy you know it's project working on it's about 30k and he
(10:01):
go he looks at me and goes oh 30k per day and I was like my fucking jaw hit the ground I was
like 30k per day are you serious?
30,000 dollars a day.
I was like no mate that's like everything.
Pre-production production, post-production blah blah blah.
I was like Jesus 30 grand.
That's a really good point and this is something that we can also touch on.
(10:22):
I think later on in the podcast but people say to me all the time like how much is a video
cost?
You know how much is a 30 second video cost?
And I always think that's a really interesting question because yeah giant road everything
we do is kind of very bespoke so you know while we have a couple of packages like we really
look at what you're trying to achieve and then we price accordingly.
(10:42):
But you can do a video for as it's called as you know $5,000 which could be a hero video
and then three or four kind of cut down videos which you can put on social media.
Alternatively we could give you a year maybe two years worth of video content for $5,000
so you know depends obviously what business you're in but you know from a return on investment
perspective you're going to spend five grand you know you might get 500 grand so I guess
(11:06):
we exist to make great content accessible to small and medium sized businesses so they
can achieve those results.
Yeah guaranteed.
I think we're going to touch on how we our process in another episode but just touching
on it quickly you know we generally start with a video that's got a single message so it's
really clear and it resonates with the audience but what we like to do at the same time is
(11:29):
also to make it cost effective film a few different underlying messages that we can use
as cut downs on social so that it's multipurpose and it's a lot more cost effective for the
business so they're not just getting one video that does one job and they've spent you
know the year's marketing budget on creating a video might have been $6,000,000.
(11:49):
Yeah I think going back to why you should use video marketing you know you can see there
like it's it cost effective look how many messages you can distribute look how much content
that you can you know everyone now you know we work with a lot of digital marketing agencies
and they say the thing they struggle with most is the frequency of content you know like
that's what we can actually deliver for you there are so many ways you can use video content
(12:13):
and there are so many benefits to using video content you know we could spend an hour
talking about it just on this podcast alone but I think it's you know as I said it's identifying
you know why why you should be using it in your business not just why should I be using
video content in general but why should you be using video content and how can you use
(12:34):
it you know a TikTok a 15 second TikTok is video marketing you know a website video is
video marketing social media ads that's video marketing you know television ads which you
say don't forget the TV series which used to go which used to only be you know back in the
day if you were shooting a TV say it could it would only be on the television right and
(12:57):
that's fine because that's where everyone's eyeballs were but now you can put that in
YouTube you know and people can that's how you served ads you know through you know things
like YouTube pre-roll and and so there's so many ways you can use video marketing not just
in terms of the messaging you're trying to communicate or you know parts of the funnel but just
even the platforms that are available that have video so honestly the options are endless
(13:21):
part of our job is helping you figure out where you know the right message for your video
and where it's best placed yeah 100% well I'm really looking forward to delving into these
topics and the next 200 episodes that we're going to be well 199 now does it first one
count yeah I think so surely yeah yeah surely that counts yeah so it's going to be awesome
(13:41):
to talk about these things a bit more in detail obviously like you say with certain topics
placement strategy even just the production process you can just talk for that bloody hours
on it so looking forward to that in the next coming upcoming episodes touch yeah likewise
oh thanks for joining me episode two on the can see you then
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