LomMedical CEO: Making the best video

In short: We thought we would give you a peek behind the scenes as we create a marketing video with one of our major clients.

Videos are becoming increasingly important as a method for communicating with your target audience. But it is not an easy process.

Just click on the hyperlinked points below to read more.

  1. Does making a video make sense?
  2. Clickaholics versus engagement artists
  3. Is it worth the effort?
  4. What is your opinion?

CEOs are busy people and usually have other things to do create a video. It also requires no distractions – easier said than done. No matter what, an interruption will happen, and you just need to deal with it.

Demonstrating the latest version of the LomMedical syringe.
Demonstrating the latest version of the LomMedical syringe.

1. Does making a video make sense?

Recently, we published 2018 marketing trends: Sharing economy grows, in which we pointed out that videos are popular, but this may differ a bit according to consumer group:

  1. The ShaRenter generation (born 1999-2018, 0-19 years old in 2018) prefers renting over owning things (e.g., streaming with Spotify or watching videos via Netflix or YouTube) or even renting the necessary textbooks for college online (e.g., Cengage Learning for US $119.99 per semester).
  2. Millennials (born 1981-1998) are 20 – 37 years old in 2018.
  3. Gen Xers (born 1965-1980) are 38 – 53 years old in 2018.
  4. Baby Boomers (born 1946-1964) are 54 – 73 years old in 2018.
  5. The Silent Generation (born 1928-1945) are 74 – 90 years old in 2018.
Thumbnail for LomMedical retractable safety syringe.
Thumbnail for LomMedical retractable safety syringe.

Obviously, the ShaRenter and Millennial generations will love watching a video. They already stream their music, rent their favourite videos and have cut the cord to their cable company (i.e. they instead watch something like Netflix). They may also no longer have a fixed line telephone, but instead use their mobile phone.

But what about Gen Xers?

Changing the script, re-shooting a video sequence.
Changing the script, re-shooting a video sequence.

And what about the Baby Boomers, who are even older?

Will they watch a video? Sure, if it provides them with information that they care about.

We believe that as long as your video conveys important information to your target audience such as employees, customers and investors, it is worth the CEO’s time.

We always try to have a laugh or two while shooting a video.
We always try to have a laugh or two while shooting a video.

2. Clickaholics versus engagement artists

Of course, since CEOs are busy people, they will want to know if it is worth their valuable time. As we all know, shooting a video takes quite a while and many retakes may be needed to get it right.

Of course, getting many eyeballs on your video could be one objective; everybody likes lots of views. However, while having many watch is desirable, the watchers need to represent one’s target audience. So if the video focuses on clients, we want them to watch.

In LomMedical’s case, the video is informational and its target audience is the company’s shareholders. In turn, if 70 percent of shareholders – about 500 people – watch the video, everything is peachy. However, if 200 of those are kids who thought the video would show them a new jingle, they will be disenchanted and click away after 15 seconds.

More views is of course wonderful, but they need to be from members of the audience we want to reach.

Here is the video (about 1 minute) that Patrizia made of our shoot.

The sequences in the clip above illustrate that we worked hard. Fortunately, we had a few good laughs with each other as well. The video has already garnered a few views and shareholders have provided positive feedback on the company blog.

Such engagement in the forms of viewer comments is, of course, very desirable. It shows that the content in the video represents added value for shareholders, LomMedical’s primary target audience for this endeavour.

3. Is it worth the effort?

Making a video is neither cheap as far as the CEO’s time is concerned, nor is the required equipment. The script also needs to be written and the shoot needs to be directed. Moreover, in addition to the camera expert, somebody needs to cut the video and edit it.

Some people do it all themselves, such as Swami Kumaresan, CEO at Databox. But such efforts do not come without cost. I know – I have tried in the past.

First I used screen capture software, then a camera with a tripod. Finally, I contacted our design editor and she did the best she could with my work.

These days, things are different. We have put together a professional team that knows what to do.

Urs E. Gattiker and Herbert Towning having fun making movies.
Urs E. Gattiker and Herbert Towning having fun making movies.

It is worth it… as the video – see below – shows.

4. What is your opinion

CEOs are busy people and usually have bigger fish to fry than taking more than half a day to shoot a video. Worse, the process requires 100 percent of his or her attention.

So, no text messaging, WhatsApp, phone calls, etc. That is not easy for most CEOs… Neither can people access the CEO in the room, though that can happen inadvertently. In our case we asked him to take a few pictures – which he did.

Regardless, interruptions will happen. Somebody rings, or wants two minutes of the CEO’s time while you are trying to finally get this video sequence right… nerve-wracking.

But what do you think?

  • Do you know of a great CEO video that you want us to watch? Please leave a URL in the comments below!
  • Do you manage to keep your CEO on-script, or…
  • How do you decide the video gets your message across?

The author declares that some of the companies mentioned herein are clients of CyTRAP Labs or subscribers of DrKPI® services.

Below you can watch the complete and final version of the video we released on the LomMedical webpage.

Urs E. Gattiker

Professor Urs E. Gattiker - DrKPI is corporate Europe's leading social media metrics expert (see his books). He continues to work with start-ups. Urs is CEO of CyTRAP Labs GmbH and President of the Marketing Club Lago, a member of the German Marketing Association (DMV).

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