Video Marketing Tools and Strategies

Benefits to you and your company

You’ll be able to confidently assess which video strategy to implement, that will provide the most added-value and generate the highest return on investment. You’ll have the tools, first-hand insight and guidelines to produce the highest quality and most successful videos and / or choose and manage the appropriate professionals to create it for you, ensuring maximum mileage out of your video marketing budgets. As well as understanding the options available when distributing video online.

Key learnings

1. When and how to best produce video within a marketing strategy
2. The production process and getting it right.
3. Insights, ideas and innovations to make your video stand out.
4. Options for delivering video online and elsewhere.
5. Measuring results and maximising ROI.

Who should attend?

This is a non technical course for marketing professionals who want to know how best to exploit the numerous and growing opportunities video now affords.

If you're responsible for producing or commissioning film, this course will inform and train in some of the most important areas required to produce excellence. Covering the options and choices around when to use film, how best to produce it, and how to deliver and measure it effectively, this course will help ensure your films are a successful part of your direct and digital marketing strategies.

Programme outline

• Why commission video? What every Marketing Professional needs to know about commissioning film and what sort of video to commission
• How to decide if a film has a part to play in any specific marketing campaign; benefits of using a film to get your message across
• UGC or hire the professionals? Choosing the production process that best meets your resources and expectations
• The importance of pre-production – planning, strategy, key messages and creative briefs. Considerations of the consumer's perspective. Who are you talking to?
• Getting the most out of the production process.
• Budgets, scripting, scheduling, filming, animation and editing.
• How to get the best out of a commissioned film production team; where they can and should add value.
• 10 things to do for a professional looking UGC and common mistakes that blow the budget
• Different types of online video - pre-roll, virals, website, video advertising etc
• Exploring options for delivering and distributing film online and elsewhere, including hosting, video web platforms, cross platform strategy, content management, seeding, social sharing and video in email marketing.
• Online video strategies and optimisation - a look at SEO – increasing traffic and getting your video noticed.
• Analytics - what does success look like for your film? How to measure results and track customer or client numbers. Managing positive or negative comments and feedback.
• New, exciting digital ideas and products to ensure your marketing videos engage your audience. The future of video marketing.

Training course tutors

Karen Benveniste
Karen is co-MD of Vanilla Films, a production company that develops, produces and delivers video marketing and films for corporate clients. Before Vanilla was founded, Karen had a 16 year career in television, working across news, children’s and factual programming, mainly at the BBC. She series produced television brands such as Watchdog, Crimewatch and the Chelsea Flower Show. Karen now draws upon her film making and journalistic experience for her Vanilla work with clients who include Butlins, Warner Leisure Hotels, Legoland, Coats plc, Logica plc and The Chartered Management Institute.

Debra Sobel
Debra co-founded Vanilla with Karen in 2006. She was previously a Producer / Director on prime time BBC TV programmes – including Watchdog and Crimewatch – as well as a documentary maker for independent channels, and so understands the importance of strong storytelling to engage audiences. She is particularly interested in the content, context and timing of video marketing and its delivery, always looking to achieve the best ROI for video commissioned as part of B2B and B2C strategies and campaigns.