What Should My Movie Be About? The Foundation Collection Part 1 of 4

Telling the story of your business is paramount to success. Your story sets you apart from your competitors, engages customers and makes you memorable.

But, what kinds of  stories does your business need to tell? Pray tell!

Well, I believe there are four main categories of movies every business should be using.

To explain I’ll use the simple analogy of building a house –

If the “Three Little Pigs” had used these categories their lives would’ve been much less stressful.

But, enough huffing and puffing – and back to building the house.

• First you start with the foundation – obviously!
• Then frame some walls – preferably not made of straw.
• Top it off with a roof – this is a great place to howl at the moon.
• Finally, you fill the place with personal items – I recommend a large cauldron, boiling in the fireplace!

So let’s get down to details – ‘cause it’s not that easy to share a house on social media.

In this article we’ll focus on - The Foundation Collection of movies. These films are the elevator pitch of movies - what you'd say if the perfect client, investor, donor - whatever, stepped onto an elevator with you -  and you suddenly have until he or she gets off, to make your case.  The messages here help you turn a chance encounter into a thirst for more of your brand.

They should be brief, informative and emotionally engaging - leaving the viewer with a curiosity for more.  They should be the first thing a visitor to your website sees - and should be the first pieces you create - because, like the foundation of a house, they dictate the general outline and shape of things to come.

There are only two short films in this category a – “Testimonial Video” and “Brand Doctrine.” They should each be under 90 seconds and they are constantly evolving.

I recommend that both be refurbished- at least once a year.

So let’s take a closer look at these two critical elements of your story.

Here we go!

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“Testimonial Videos”

These are exactly what they sound like - your customers, clients, friends, strangers etc… telling the world - in their own words - why they love your organization, product, mission, or whatever topic you want to discuss!

This is advertising that money can’t buy, because it’s unscripted and authentic. Video testimonials are far more effective than “block quotes” in print or on a website – because, with video, you can see and hear the enthusiasm of the testifier.

Studies show that as many as three out of four people who watch a testimonial video – make a purchase. (ReelSEO, 2015) and WebDAM gives them an 89% effectiveness rating – which all makes sense considering that 65% of us are visual learners.

Testimonial videos, build trust, overcome skepticism, highlight benefits, substantiate and compare your products to the competition – and are eminently relatable - because the speaker looks just like the viewer. From a sales perspective – it’s like never cold calling again!

Creating a testimonial video is relatively easy. You can set up a specific shoot time and place - then invite your most loyal customers to appear on camera. You can usually shoot a great testimonial video in one day.

Or, you can post a question and ask your social media followers to create and “email” you their own videos. You should set up an email account rather than having them posted directly to social media. In case you want to screen the responses for language or offensive content. We don’t all see the gospel according to “Your Brand Here” the same way!

I also suggest that you be prepared to grab a shot or two, of your most dedicated supporters, at any company event or gathering you attend. I’ve shot testimonial videos in board rooms, lobbies, hotel rooms, restaurants, bars, company picnics, sales events, street corners, you name it. And, I’ve shot them with a variety of cameras – from 4K HD to my phone.

Don’t hesitate to use your phone if that’s all you have on hand! Get the quote!

Add a day for editing to put it all together and - voila! “Testimonial Video!”

“Can I get a witness? Amen!”

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Now here’s an example of one we created for a client!

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“The Brand Doctrine”

The second video in the Foundation Collection is the “Brand Doctrine.”  Most companies refer to it as a Brand Manifesto. But, that sounds a little too Bolshevik to me. So, I use the far more Jeffersonian word “Doctrine.”

And, Jefferson - one of the best minds, and most eloquent writers in the last half dozen centuries - is a good place to start when thinking about this piece of media. The man made a declaration of war, between Britain and “We the People” - sound like poetry?

And, that’s the point. The Brand Doctrine is a declaration of who you are, how you define your philosophy and why you’re passionate about your mission – in the most emotional terms possible.

In other words – Be poets!

Now, I want to be clear on a couple of points.

• First off – When I say poetry – I mean free verse. Please don’t make it rhyme! Do however, make it epic!

• Second - It’s not a “We’re better that our competitors!” It’s more of a “We’re better today that we were yesterday – and wait until you see us tomorrow!” kind of statement.

• Third - A Brand Doctrine creates an emotional connection with the audience. So, leave the cold hard facts – no matter how impressive - for the brochure or the sales presentation.

This is all about - Who you are – What you believe – Why that’s important, to you and your customers – and how you plan to advance into the future.

So, enjoy the narcissism!

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A Brand Doctrine is a great way to introduce new and potential customers to your company. It can reach people that traditional marketing can’t – by connecting directly to their feelings, which in turn, helps create the kind of brand loyalty that can last a lifetime.

I often recommend that a company use their elevator pitch as a departure point. But even then, as my eighth grade algebra teacher used to say – “Simplify!”

Five to eight, well-crafted sentences, is all you really need.

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Now it stands to reason, that an epic brand statement requires epic images to accompany it.

It does!

That however, doesn’t mean you need to spend tens of thousands of dollars acquiring beauty shots of the copier room! I’ve created stunning Brand Doctrines, for some very famous companies, using existing product shots, photos/video from their archives – and stock footage.

It’s all about the story! (Where have I heard that before?)

One final thought. While “YOU” have to write the text and describe the images – I would strongly recommend that you hire a professional video editor - who understands how to tell your story with pictures – to put the final piece together on your behalf. It’s well worth the money!

This is a statement of your brand after all!

Here’s the Brand Doctrine for AtelierIMD’s parent company American Entertainment Works!

So that’s it. The Foundation Collection –  a “Testimonial Video” and a “Brand Doctrine!”

Helping ensure that the big bad wolf stays away from your door!

Now for some “Shameless Self Promotion” -  Please feel free to contact us if we can help with your editing or shooting needs. Thank You for your kind attention!