The importance of video marketing

In an increasingly impersonal digital world, consumers are craving more than ever a personal brand connection. People want to experience content that is meaningful, engaging and believable.

Video is one of the best ways to engage with your audience on a more personal level, giving them a real glimpse of what you offer – your ethos, values and personality.

Brands need a video marketing strategy – this idea isn’t new. The key difference to creating successful video content now, is to think beyond profit and product – show them something about your philosophy, or share some information on an interesting event, or offer some valuable information. The more they know about your positive practices and personality, the more likely they are to stick around.

Interviews with key team members, founders, influencers or special guests are a great way to express valuable brand insights within a natural conversational format. You can also re-use the audio and market it as a podcast.

Our recent video for Spendor Audio began with a brief to provide clear guidance to their retailers and end consumers the difference between their three product lines. After an initial client consultation it is was clear to us that an interview-focused style video would be the perfect format. The outcome is truthful, insightful, personal and provided unexpected conversational information that could not have been fully predicted or scripted in advance.

5 reasons to consider using video:

1. Informing and Educating
97% of marketeers claim that videos help customers understand products.
(Hubspot)

2. Search Engine Optimisation
Over 80% of all traffic will consist of video by 2021.
(Cisco)

3. Staying Competitive
81% of businesses are now using video for marketing.
(Hubspot)

4. Getting Personal
Live video content will account for 13% of traffic by 2021.
(Cisco)

5. Boosting Conversions
90% of consumers claim a video will help them make a purchasing decision.
(Social Media Today)

A few top tips to consider:

Quality over quantity – ensure your video length is made / edited for your marketing platform. Here’s what Hubspot recommends:

Instagram: 30 seconds
Twitter: 45 seconds
Facebook: 1 minute
YouTube: 2-3 minutes

To ensure the best engagement and accessibility as well as boost your SEO include subtitle captions on your video for social media platforms. Studies have shown that 85% of videos on Facebook are watched without sound.

Don’t make the viewer wait until the final seconds to understand the purpose of your video – we promise they won’t stick around! Similar to a piece of journalistic writing, include a hook near the beginning that states the purpose of the video.

Plan every detail – storyboard the visual narrative and consider some level of script / dialogue, do not leave it all to chance. Even the most basic of videos that appear to be very natural and ‘off the cuff’, will have been carefully planned.

This does not mean that the video needs to be expensive to produce. For most social media focussed videos, the more simple and raw it is, the more authentic the content seems, and that’s what really matters to your audience.

As with any brand marketing content, you must still have pre-defined your goals, objectives and ability to measure its success. This could be to increase brand awareness, engagement, or to promote and specific event. By defining your goals, it will help determine what type of video you should make and where you should post it. For example, if your target audience is not familiar with your company, you will want to make a video that focuses on brand awareness before promoting an event or product.

If you need any help conceptualising or producing your brand videos, do not hesitate to get in touch.

Our camera’s are focussed and ready!

Why you should consider the sensory side of brand representation

Logos, straplines, even the sound of a familiar voice, all contribute towards ‘what makes a brand’. ‘Finger lickin’ good’; ‘Once you pop you can’t stop; ‘I’m lovin’ it’, are all enough to get the taste buds going yet at the same time display an air of much familiarity.

It seems straightforward to try and simplify the complexity of the term ‘brand’ into the likes of a strapline or its logo. The fact is, it goes a lot deeper than that. Brands should be presented as a 360-degree sensory experience which are all designed to evoke emotion and create connections with their audiences. By utilising sound, smell, touch, and taste, this will bring customers closer to a brand on an emotional level which, in turn, will enhance brand loyalty. 

This responsive connection makes a huge difference because brands are emotional concepts. As markets become congested and competition intensifies, it is vital to create the right impression. By defining sensory branding for your company, you can create an experience that goes beyond your product or services; it will create an alignment and aid longevity within customers who will have a desire to belong and be a part of your brand. 

It is down to us, as brand designers, to offer a unique experience to the consumer, appealing to multiple senses and sensations through the goods and services offered, from the packaging or the ambiance for selling or consuming them. Every smell, taste, and touch that reminds a customer of your business is another opportunity to build brand affinity. The more you spread the effect of your brand identity over multiple senses, the easier it is to create stronger connections:

Brand Consistency leads to Brand Recognition.

Brand Recognition leads to Brand Awareness.

Brand Awareness leads to Brand Growth / Sales.

Two in five consumers now feel “overwhelmed” by the volume of communications they receive from brands, according to research from Aimia, the data-driven marketing and loyalty analytics company. Therefore, it’s more important than ever for organisations to be smarter about the way they cut through the noise.

 

The Senses

Sight
When not approached correctly, sight can be a challenging concept to address in the modern age, particularly when you’re competing with the stimulus and screens of a crowded world. It’s important that brands ‘tell the story’ which is formed behind their logo as well as using a colour and image style which quickly becomes familiar amongst your customer base. 

A fine example of this is Tiffany’s Robin Egg Blue, which is used across its entire packaging and is now also one of the most protected colours in branding. What is certain is that the shade became instantly identified with Tiffany along with the finest jewellery in the business. The box itself has even inspired actual pieces of jewellery like its $250 enamel and sterling silver charm. We are often influenced by what our eyes see on the shelves, particularly when it comes to purchasing beverages. How many times have you been swayed by a bottle of wine simply because of the ‘way it looked’?

At Warren Creative, we created the brand identity for a new, sustainably conscious gin called HYKE and we were mindful to create a mood which would demand a reaction.  The new premium gin is made by using grape spirit produced from surplus fresh table grapes and our design captured the imagination of Tesco who committed to stocking the gin throughout the UK without even tasting the product; it based its decision solely on the brand design.  

Sound
From Activia’s ‘Oh Danone’ yoghurt advert to the abrupt solid sound of the VW Golf door closing, one of the best ways to amplify your brand is with sound. Audio is a crucial subsection of the sensory branding world. For years, brand managers and marketing experts have used sound to help them connect and capture the attention of their audience. However, the key is to keep the sounds relative to the demographic, ensuring that it engages with the right audiences; if it doesn’t, then the noise created from this sensory experience will be muted or detrimental.

Various brands, such as McDonald’s, can be easily recognised by the drop of a single note or introduction tune. Sounds are also used to identify specific products which are found within a brand’s offering such as the snap of a Cadbury’s Kitkat or the Intel ‘Chimes’ audio logo.

Smell
I’ve mentioned McDonald’s ‘I’m lovin’ it’ on several occasions so far, and that’s because it is a brand that’s had to evolve to escape negative perceptions driven by fast food and poor production processes. It has turned to many of these senses to turn this negativity around. One of these perceptions was that upon entering a McDonald’s restaurant, many customers felt they left smelling like cooking oil. McDonald’s response? It created its own signature fragrance which is used throughout its cleaning products to this day. 

There are many fine examples of sensory branding that use smell in a range of industries. For instance, the custom scents in hotel lobbies or those found within high street retailers such as The White Company and Hollister who have both inspired me to enquire what their in-store smells are. Regardless of what they are I, and I suspect many others, now associate these smells with the brand. Elements of smell appear in other less expected brand forms such as a bright bunch of flowers in a brand’s reception area or that all too familiar smell – one which propels you to years gone by – of when you open a new shoe box from Clark’s. 

Waitress, the West End musical previously enticed the senses of its audiences to heighten their experience. Based on the 2007 film of the same name, Waitress tells the story of Jenna Hunterson, a waitress in an abusive relationship. Looking for ways out, she sees a pie contest and its grand prize as her chance to escape and find new love. To further add to the audience brand experience, real pies were warmed in the theatre, so that on arrival there is an alluring smell of apple crumble, chocolate salted caramel and banoffee pies. Examples like this ensures that those in attendance are fully immersed within an experience which is shaped and moulded by your brand. Above anything else, this group, who you hope will turn into future, loyal consumers, are influenced by the way you make them feel. 

Touch
A tactile brand recognition is achieved through consistency of use in materials and finishes. The use of the ‘right’ materials can, in packaging and printed communications, create a powerful emotion within the consumer experience. Sometimes, the weight and texture of a product can even help us separate high-quality items from those that are explicitly designed to be cost-effective.

It’s how you hold the product, which is often determined by its shape; it’s how you feel the product, is it warm or cold; it’s the texture, is it rough or smooth? All these elements can be easily associated with a brand. Digital touch, however, has reshaped this sensory element. For millennials and Generation Z, the latter of which have been born in the digital age and with technology at their fingertips, they perceive touch in a completely different way. Digital environments, from smartphones to iPads are readily accessible and the interaction with a brand is more about UX and how you interact through gestures to engage.

Taste
For the food and beverage industries, taste is a natural way to engage with customers. When it comes to a brand who has played on the strength of its taste, not many have done it better than Marmite – you either love it, or you hate it. 

Flavours are, perhaps, the most difficult sensory experience to protect as a trademark. While several cases have explored flavours as trademarks, the brands in question did not overcome the legal hurdles. Nonetheless, there is a possibility that a flavour trademark could theoretically exist. Of course, a name for a flavour might also be protected easily. There are basic tactics which a brand can use to associate itself with taste; a giveaway of muffins and cakes at an office will ensure guests associate you with something sweet and satisfying. On one occasion, for example, upon launching a new brand we commissioned a bespoke cake – small gestures go a long way. 

Conclusion
Sensory branding is a way to take the emotional identity of your business to the next level. The act of adding senses to your branding techniques involves powerful connections to your product or company by engaging the senses of your prospective customers. 

You needn’t apply every sense, but it is wise to consider the wider customer experience and include more than one within your brand assets. By getting the right sensory aspects in place, they can become valuable assets in their own right. Nevertheless, they all help to deliver a wider customer engagement with your brand. The power of the senses can translate into valuable assets in the form of trademarks if a brand thinks proactively and creatively about its marketing.  It all requires top level thinking and an ability to let go to allow your senses run riot on your brand. 

The making of… a brand video

Spendor loudspeakers transform the way customers worldwide listen to and enjoy their favourite music. Through evolutions of ideas proven over 40 years, the company’s products deliver superior sound quality, enriching and elevating the real-world listening experience; yet their timeless, elegant designs mean they’re perfectly at home in any setting.

We’ve been working with Spendor since 2017, developing a cohesive brand and applying it to a range of communications, including product literature, exhibition and retail displays, advertising and a new website.

In February 2020, we agreed to produce a new video that would clearly explain the differences between their three product families – A-Line, D-Line and Classic loudspeakers.

The video’s principal objective was to support and educate Spendor retailers and distributors worldwide, helping them to talk about and sell each product with greater authority, clarity, consistency and enthusiasm. However, since it would appear on the website, and thus be accessible to customers too, it also had to capture the essence of the Spendor brand, not simply replay technical details available elsewhere.

The key USP of the Spendor range is that all three product lines are designed and made to exactly the same standards of design, engineering, quality and brand ethos: they differ only in appearance, price point and the kind of listening experience they deliver. The brief’s central challenge, therefore, was to highlight specific points about each product line to differentiate them and help guide sellers and buyers alike to the right choice, but without suggesting any kind of hierarchy.

We advised that the that video should centre on the knowledge, passion and personality of Spendor’s owner and Managing Director, Philip Swift. We also determined it must not be a technical ‘lecture’, but focus on the customer’s listening experience and be authentic to the values set out in the Brand Essence.

Working with trusted professional videographers, we spent a fascinating and highly enjoyable day shooting interview-style pieces to camera and B-roll footage. In keeping with the brand essence, we filmed in a stylish but homely domestic setting where Philip felt relaxed and comfortable, and we could place loudspeakers to demonstrate their unobtrusive, easy-to-live-with designs.

The result is an incredibly engaging and informative video that has received unanimously positive reviews from all Spendor’s business partners and contacts worldwide; some have said it’s the best video they’ve ever seen from any brand within the hi-fi industry. You can view the final film below. It has been so successful that Spendor is now planning further films about other aspects of its brand and products, so watch this space – literally!

Foxhole Spirits

In 2016, we got a call from a local entrepreneur working in the wine business. It turned out he had ambitious plans to launch a new product and needed a complete brand with immediate needs including a name, logo and core identity assets. Better still, the product in question was a new English gin. Would we like to get involved? Safe to say this was one of the easier decisions we’ve had to make.

The gin’s USP was that it would be made using a by-product of the English wine industry. After pressing for wine, grapes are reduced to a pulp of skins, flesh and left-over juice, known as marc. Every year, the industry produces vast amounts of this waste material, most of which ends up simply being discarded. The client’s ingenious idea was to recover this marc from vineyards throughout England, re-press it, collect the juice that would otherwise have been lost and distil it into grape spirit. This would then be blended with spring water and botanicals to make a truly sustainable gin. Since no two grape vintages are the same, the raw material – and thus the gin’s flavours – would be subtly different with each new harvest.

Our brand needed to capture and communicate the gin’s unique provenance, authenticity, production methods and sustainability. We also wanted to incorporate its combination of innovative materials, craftsmanship, attention to detail and commercial acuity in the brand’s execution. Importantly, the brand had to be sufficiently flexible to extend beyond the launch gin to encompass other potential spirits products in the future.

We began with the name, going through numerous iterations before arriving at Foxhole Spirits, inspired by the location of Foxhole Lane where the grapes that are used to make the launch gin were grown. From there, it was a relatively short, simple step to the logo: as the products themselves are both cunning and clever (like the mind of a fox) we felt that a charming fox icon was a nice tie-in to both the name and the character of the brand. We therefore created a handsome fox with a sweeping, bushy tail, hand-drawn by our creative director. The typography that supports the fox creates a sense of sophisticated elegance with a smattering of Art Deco, a period when Gin triumphed in the ‘Cocktail Age’.

From the outset, the new Foxhole Gin was positioned as a premium brand with an RRP of around £45/bottle and limited production runs (partly owing to the supply of raw material). For the first release in 2016, we created a ‘route-to-market’ solution that would immediately differentiate it from the plethora of new small-batch gins and highlight its unique wine-based origins. The following year, based on feedback from the trade, we updated the bottle and packaging design, which earned us a Silver Design Award at the 2018 International Wine & Spirits Competition (IWSC).

Since the launch, we’ve provided continuous support for the Foxhole Spirits brand, including developing a consistent tone of voice across the website (which we also designed and built) and digital and print collateral. Most recently, we’ve art-directed bespoke lifestyle photography, which has proved crucial to the brand’s success in what is a very crowded market targeting discerning, brand-savvy consumers. And that market is about to be shaken up yet again, with a new Foxhole Spirits gin brand coming to a prominent national retailer near you in spring/summer 2019.

We are recognised as a leading Digital Marketing Agency on Top Digital Marketing Agencies and top Logo Design Company on DesignRush.