Increase Brand Awareness

When it comes to marketing your company, the most impactful way to present your brand to your audience is through video. However, not all videos will have the same impact on your viewers and future clients. To increase brand awareness and deepen brand loyalty, Viewers need to understand, relate, and trust the content you produce.

Brand trust is hard to gain. Consumers are attracted to specific brands because they trust them. Brand trust is not just about branding your marketing content. It’s mainly about the whole customer purchasing experience. According to Terakeet, a New York Marketing Company, brand trust is the willingness of average consumers to believe your brand will deliver on promises and fulfill their needs.

Enhance Your Sales Funnel

Videos are a great way to personalize and entice viewers to buy. You can optimize your sales funnel with properly placed interview videos. The Awareness Stage is the first stage of your sales funnel. Here educational videos help generate brand awareness and position yourself as an expert. A sincere and natural interview will make your brand more relatable and personable to your audience.

In the next part of the sales funnel is the Consideration Stage. Explainer videos are a great way to briefly introduce a pain point and how your company can fix the problem. This is a perfect time to add an interview to legitimize your brand and gain brand trust.

And finally, the Decision Stage, is where customers decide which brand to purchase. This is all about brand trust. What better way to grow trust with your future customer than to make a customer testimonial video? A customer testimonial is the leading way to show your customers that real people believe in your products and brand. You can buy written reviews by bots on the internet. However, a video of your customers speaking highly of your company is more reliable.

For more information on how videos help your sales funnel, visit our blog on how to use video to help your sales funnel. 

Build Customer Loyalty

This is the true expression of brand trust. When the sales funnel fills and purchases are flowing in, you want customers to become owners in spirit. They take pride in using your products. They believe in you business when your interview videos are relatable and truth-worthy. This is only possible when the brand thrives within the company as well. Employees embrace the brand and help create the culture of the company. This is best achieved by allowing employees to express their insights. They too become owners. Employee interviews are very effective at gathering valuable insight for improving the brand through company stories. More importantly their valued input generates strong loyalty which is recognized by your customers through direct interaction and online videos.

Boost Sales

When you effectively create interview videos you will see increased sales through growth in brand awareness, enhancement of your sales funnel, and creation of customer loyalty. A survey of 582 marketing professionals and online consumers conducted by Wyzowl discovered that 93% of marketers say video has helped them increase brand awareness. 94% of marketers say video has helped them increase their understanding of a product or service. 81% of marketers say video has helped them directly increase sales. And 88% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

Conclusion

Most of our business and personal time today is spent online and in the digital domain. It’s important to bring a human touch to your communication. The human approach adds great depth to your message. The nuances of facial expression, eye contact, speech inflections, body language and many other characteristics are communication gems that can’t be reached through text or audio alone. Create interviews that position real people and real experts demonstrating your products, exposing your brand and gaining audience trust. Do this effectively and you will fill your sales funnel and increase your sales. Have your business invest in Interview videos and you will see the profits.

In our next Blogs we will discuss the importance of hiring a professional interviewer and the steps for preparing, recording, and finishing a successful Video Interview.

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More recently, a study in 2019 by the USC Annenberg Inclusion Initiative, “Inclusion in the Director’s Chair: Gender, Race, and Age of Directors Across 1,200 Top Film” states that out of 1,335 directors only 6% were Black or African American. Out of these 80 Black filmmakers five were female. In 2018, there were no African Americans nominated at the Oscars. 16 Black directors worked on the 100 top-grossing films. Just the year before, in 2017, there were only six. These numbers are stifling.

Let’s Get Into the History

To truly celebrate Black Film history, we need to understand the awful way it started. We must recognize the outrageous adversity African Americans faced in this industry. Historically the film industry has portrayed African Americans in a poor light, to say the least. To be frank, movies like Birth of a Nation and Gone with the Wind are truly racist. They play on degrading stereotypes that have directly reinforced negative viewpoints in our society. In the Birth of a Nation, the Klansmen were heroes but the African Americans were sex-hungry villains who wanted to destroy the South after the Civil War. There were no black actors in the early years of the film industry. Instead, white actors painted their faces black to play them on screen. This is also known as Black Face. As you can tell, the introduction of Black cinema was not only nonexistent but also racist.

Around the same time, Hollywood was created, the “Race Films” Industry was created to revolutionize Black Cinema to promote films produced by African American filmmakers for African American audiences. For the first time in Black Film History, African Americans were represented correctly. Black actors were hired for roles that were heroic, comedic, and humanly realistic. By the 1920s, hundreds of movie theaters were opened in many cities all over the United States from New York City to Los Angeles that showed these films.

African Americans Who Changed Hollywood

Oscar Micheaux

The God Father of Black Cinema was Oscar Micheaux. He produced over 40 films throughout his career transitioning from silent to sound-filled films. Each film, confronts the stereotypes of African Americans. The Homesteader, his first film produced in 1918, conquered the institutionalized idea of light-skinned African Americans by celebrating the revelation of African American heritage in a character who is presumed to be white. In 1919, he formed his own production company produced it’s first film in 1920, With Our Gates. This film was a direct response to Birth of a Nation. In Michaeux’s film, a white landowner tries to sexually assault a Black tenant until he realizes that she is his biological daughter. This causes the character to change his racist ideals.

Oscar Micheaux made monumental strides in the film industry to change the way people portrayed African Americans in film. He confronted subjects of racial violence, rape, economic oppression, and discrimination in his many films. He created jobs for African American directors, actors, and crew. After his death in 1951 he was inducted into the Black Filmmakers Hall of Fame. Micheaux was also awarded the Golden Jubilee Special Directorial Award from the Directors Guild of America. He is a true legend in Black film history.

William Greaves

William Greaves, an influential Independent Documentary filmmaker, produced and directed more than 100 films. In the late Sixties, he created the experimental avant-garde film Symbiopsychotaxiplasm: Take One. This film established the sub-genre of documentaries called meta-documentary. This is a type of film that features a documentary, a documentary about a documentary, and a documentary that documents a documentary about a documentary. This very complex film records the whole documentary with 3 different camera crews. One crew documented the audition process of the production team and actors including Greaves as the director and one of the actors. The second film crew documented the first film crew while the third film crew documented the actors and two other film crews. Like his predecessor, he was inducted into the Black Filmmakers Hall of Fame. His films captured key African American figures like Muhammad Ali, Sidney Poitier, and Ida B. Wells along with social issues they endured. He was the recipient of a Lifetime Achievement Award from the International Documentary Association.

Gordon Parks

Gordon Parks started as a well-known documentary and fashion photographer who turned to filmmaking as a consultant on multiple Hollywood productions in the 1950s. He then began directing a documentary series about Black urban life for the National Education Television Network. Parks was the first major African American director in Hollywood. He wrote and directed his semi-autobiographical novel The Learning Tree in 1969 for Warner Bros-Seven Arts. This was the first film directed by an African American for a major American Film Studio. In 1989, The Learning Tree was one of the first of 25 films selected by the Library of Congress in the United States National Film Registry for being “culturally, historically, or aesthetically significant.” Park’s more well-known work, Shaft in 1971, became a major Hollywood hit that lead to additional series of films. This series was the origin of the subgenre of blaxploitation, in which images of lower-class African Americans involved in drugs and violence were exploited for commercially successful films. The subgenre features Black actors in lead roles rather than supporting characters that plays into Black stereotypes.

Melvin van Peebles

Melvin van Peebles directed over a dozen films throughout his career. He is most famous for his film Sweet Sweetback’s Baadasssss Song in 1971. Peebles wrote, composed music, directed, acted, edited, and produced the film. It tells the story of an African American Man who is the scapegoat for murder by white police officers. The man ultimately kills the cops and becomes the target of a massive manhunt fleeing into Mexico. The film is considered to be one of the most successful films of 1971, grossing over $15 million in the box office. The film was praised by the Black Panthers for its political resonance with the struggle of African Americans. To top it all off, the film was turned down by every major studio which resulted in him financing the whole film. Peebles presented the first Black Ghetto hero on the big-screen which proved to Hollywood that a film with a strong Black lead actor could be successful. He created a whole new era of film, the Independent Black Cinema.

Spike Lee

One of the most well-known African American filmmakers of our time, Spike Lee, started his film career in the mid-80s. 40 Acres and a Mule Filmworks, Spike Lee’s production company, has produced over 35 films since 1983. In 1986, he made his directorial debut with She’s Gotta Have It, a film about a contemporary Black woman’s love life. It has recently become a series on Netflix. Releasing a movie every year for over the last 40 years, he has gained critically acclaimed attention on racial issues like colorism, urban crime and poverty. His films were never focused on breaking the box-office but making movies for a wide range audiences. One of the many African American directors who have not been nominated for best director. A tragedy in Black film history. Spike Lee won his first Oscar in 2019 for best adapted screenplay for his work BlacKkKlansman. He was nominated for best original screenplay for Do the Right Thing in 1990 even though most expected him to win best director. He was nominated for best documentary feature for 4 Little Girls in 1998. Lee received an honorary Oscar in 2016 for all his accomplishments as a director. Four of Spike Lee’s films were selected by the Library of Congress to be added to the National Film Registry for being “culturally, historically, or aesthetically significant.” Lee paved the way for many African American directors to come to the big screen.

Marlon Riggs

Marlon Riggs was a filmmaker and gay rights activist in the 80s and 90s. His most famous works Tongues Untied, Ethnic Notions, and Color Adjustment along with other films he produced reflected on past and current representations of race and sexuality. He focused on the gay African American culture in the United States during he Aids epidemic in Tongues Untied. This was the first mainstream documentary to show two Black men kissing. The National Endowment for the Arts funded the documentary which resulted in conservatives trying to defund the NEA. They also tried to defund PBS for selecting it for its POV series. Rigg’s films became the center of controversial conversations between liberals and conservatives.

The future of Black filmmaking is an important facet of our evolving culture. When we allow all voices to be heard we create a highly inclusive society. A society that engages and accepts all people regardless of race, gender, sexual orientation or belief. So for this month Still N Motion wants to celebrate these wonderful Filmmakers. They have made a great impact not only in Hollywood, but in Society and Black film history.

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Today is International Women’s Day and March is National Women’s History Month. What better way to celebrate this month than to remember the history, or should we say HERSTORY, of women in film. There has been a lot of gender equality movements centered around the film industry, like #metoo and Times Up, but let’s look back at all the women who have forged the way in the film industry.

The DGA, Directors Guild of America, published its Feature Film Diversity Report stating that in 2013 and 2014 women directors represented only 6.4% of their industry. Yet again, men are dominating this industry. However, there is a bright side. In 2017, the DGA published another report showing the percentage of female directors doubled to 12% over the course of 5 years.

Women Who Shaped the Film Industry

In contrast to recent times, women have been in the movie business from the very beginning and not just in front of the lens. Women had roles ranging from office assistant to Producer in the early years of film. In fact, Universal Studios had 11 female directors that made more than 170 films between 1912 and 1919. These prominent women (listed below) were prolific innovators. You may not know them, but you should.

Alice Guy-Blanché

The first female director was Alice Guy-Blanché who worked for Gaumont Film Company in Paris. In 1896 she directed La Fée aux Choux, The Cabbage Fairy, which is considered the first narrative film ever made. She was the first to use innovative techniques of split-screen, double exposure, and film synced with sound. These can all be seen in the 750 films she created just for Gaumont. Later she moved to the United States to form her own production company, Solax.

Marion E. Wong

Marion E. Wong produced only one film, but she forged the way for Chinese Americans. She started the Mandarin Film Company at the age of 21. Her film The Curse of Quon Gwon: When Far East Mingles with the West represented her culture during a time when Americans portrayed Chinese people as negative stereotypes or cartoonish. The film was made with an all-Chinese cast and crew. Wong basically did everything, writing, directing, producing, casting, costume designing, and acting, in order to get this movie produced. Unfortunately, distributors did not back the project and it was never shown. However, the National Film Registry included her film as an important representation of American cinema.

Margaret Booth

Margaret Booth was the first female film editor. She started out as a “patcher” and worked her way up to Negative Cutter for D.W. Griffith on the movie Birth of a Nation. Most “cutters” at the time were female. However, when Booth worked with Irving Thalberg, MGM Studios Head of Production her experience and insights were so helpful that Thalberg called her “Film Editor.” A new highly valued position equally valued to Director was created by the talents of a woman.

Dorothy Arzner

Dorothy Arzner invented the boom mic among other things. The change from silent films to sound was an adjustment for actors. Arzner dangled a microphone from a fishing rod so film star Clara Bow would not be distracted by the microphone. This set into motion the invention of the boom mic. She started out as a typist for Paramount Pictures and made 20 films with Fashions for Women by 1927. Arzner was the first woman to join the Director’s Guild of America. She is remembered most for creating films by women, about women, and for women.

Edith Head

Edith Head was a well-sought after costume designer. She achieved 35 Academy Award nominations and won eight Oscars between 1949 and 1978. She worked almost 6o years in her career on world-famous movies like All About Eve and Roman Holiday. Even though she started out at Paramount Pictures as a sketch artist who couldn’t sketch, she worked her way up to “Chief Designer” and then as a fashion household name. Ultimately her fashion sense defined the look of American cinema.

Lois Weber

Lois Weber was the protége of Alice Guy-Blanché. She became the first female director of a full-length feature film, The Merchant of Venice, in 1914. Weber has always been an edgier director. She was the first non-pornographic American director to show full-frontal female nudity in her movie Hypocrites. Her movies address social and political topics like poverty, worker’s rights, capital punishment, and birth control. Her 1917 film Hand That Rocks The Cradle was a powerful influence for legalizing birth control. Weber made over 130 films and earned the post of mayor of Universal City.

Alma Reville

Alma Reville was the wife of Alfred Hitchcock. She wasn’t just a wife, but a brilliant mind in the film industry. In fact, she worked as a director’s assistant, screenwriter, and editor in the 1920s and 1930s. Hitchcock hired his wife to edit his film Woman to Woman in 1923. She initially refused to work on the project due to an inadequate salary. Hitchcock countered with a better offer and she accepted. Later, she accepted HIS hand in marriage. Reville has been credited in 19 of Hitchcock’s films. Her most remarkable impact on his movies was in Psycho, where she convinced her husband to put music in the shower scene which he had refused before.

Our founding mothers of the film industry have helped pave the way for their female predecessors, like Kathryn Bigelow who was the first woman to win Best Director. Unfortunately, the 2020 Oscar nominations left women out of the Best Director category. Out of the 92 years, the Academy Awards’ have only had five women nominated for Best Director, Lina Wertmüller, Jane Campion, Sofia Coppola, Kathryn Bigelow, and Greta Gerwig. If Gerwig was nominated for Little Women this year, she would have been the first woman to be nominated twice.

Women have been setting milestones from the very beginning. So, for the month of March let us keep these strong talented film innovators in mind while we film, edit and produce videos.

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The Benefits of Video Marketing

Video is a Gold Mine for SEO

It can increase your search engine ranking, click-through rates, and conversions. But you have to reach your target audience. YouTube is the second largest search engine after Google. That means a properly tagged video can work wonders for your SEO. Google owns Youtube and will use metadata from YouTube in Google searches.

Video Boosts Conversion Rates

A recent study found that 57% of online consumers were more likely to buy a product they were considering purchasing after watching a video demonstration of that product. Video shows how the product works without having the consumer’s hands on it. Which in the end legitimizes the product.

Video is Easily Accessible 

There are endless platforms for video marketing. YouTube, broadcast television, video boards, and street marketing to name a few. The possibilities are endless. With a smartphone, consumers can access online video anytime as well as anywhere. Whereas, paper marketing is restrictive. With video, you can reach your audience wherever they are in a cost-effective way.

Video is Effective

Studies show that retention rates for internet content with visual and audio are as high as 80%. Content that is only visual has a 20% retention rate. Auditory content gets the lowest retention rate of 10%. Combining visual and audio is powerful.

Video is Emotional 

Video allows you to make a direct appeal to the emotional center of a person’s brain through music, visuals or even a moment of silence. With video, you are also able to attach a face to a concept. The human connection through video is more influential than reading facts in the text.

How to Develop a Video Marketing Campaign

Collect information and analyze research. A video marketing campaign needs to target information about your market, company, and customer. Once you have this information and can shape your video strategy, you can determine the message.

• What do you want your audience to hear, see and feel?
• What message are you trying to convey?
• What is the call to action?

After creating a strategy and developing your message, you should select a production company to make your vision come to life. Sure, anyone can whip out a cell phone and make a short video, but quality is key. A well-made video is the cream of the crop and will rise to the top of the massive amounts of video available online today.

For more information about video marketing please visit our video marketing services page.

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The answer to this question is quite simple. The expertise a video production company has is invaluable and will save you time in the production process. In the long run, more time spent on a production equals more money spent. Going with a professional offers the following benefits:

• Experience and Knowledge
• A Second Pair of Eyes
• Video Project Management
• Strategic Storytelling
• High-Quality Professional Equipment
• Streamlined Video Services

90% of consumers use video as important deciding factors when purchasing a product.

Knowledge and Experience

A professional video company has writing, lighting and editing professionals that streamline the process of bringing your idea to reality. They are usually very flexible and can work with you to get the right video for your needs. Whether you need a thirty-second commercial or a product tutorial a professional video production company knows what to do.

A Second Pair of Eyes

When you hire a professional video company, you’re also getting a second pair of eyes to view your product in a fresh light. This can be helpful because it puts you on more equal footing with your customers. They are going to take the time to understand your brand in order to best convey it to customers and capitalize on current trends.

Project Management

A professional will find the most efficient way to produce your video. They have the experience and knowledge to create a strategy for an on time and on budget production. Productions can easily get off track. Professionals know what shots to cut and what techniques to create shortcuts all while keeping the end result in mind.

Strategic Storytelling

Who better knows how to produce a video with an end goal in mind than video producers and directors. A professional video production company will have the experienced crew to carry out all your marketing goals. A video strategy keeps all elements of the job on track with the end goal, to get your viewers to engage with you.

Professional Equipment

A professional video production company is going to have professional, high-quality equipment and expertise on how to use it. A seasoned production company will be able to light your subject in multiple different ways, visually convey the meaning of the narration and film every shot keeping in mind the video edit. Many different issues can come up during a video shoot. A professional videographer is going to know how to fix any unexpected problems or additions to a project. They will ensure their equipment is in good working order and will have backup supplies on-hand. Their knowledge and experience raps the production faster and allows more time to focus on your customers. They utilize the latest technology, equipment and filming techniques within budget.

Streamlined Video Services

While your video is in production, you have the ability to focus on your business. Time is money. In the long fun, a long production can ultimately cost you more. A video production company will be able to transcribe your video, edit it into a script and cut it all within a couple of days. Whereas, it might take you longer.

65% of your website visitors are more likely to choose your product or service based simply on the fact that you provided a high-quality video.

Studies show that leveraging years of experience and the latest equipment on behalf of your brand will increase your online visibility and sales while at the same time enhancing customer satisfaction. The majority of customers who come to your website and notice a high-quality video will be more likely to go with your product over your competitor’s. In the end, a professionally made video frees up your time to focus on what makes your company great.

For more information about video production visit our video production page.

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3 Step Sales Funnel

Awareness stage = customer realizes that he or she has a potential problem that needs to be solved. This is where potential customers have a chance to answer questions and guide them while you position your brand as a reference in the subject. You have one impression for them to engage in your brand.

Consideration stage = customer starts to do research on how to solve the problem and evaluates the options for a solution. This is when you provide education for the customer about solutions to their specific needs. The goal here is to help customers in their research by showing them the best solution to their needs.

Decision stage = customer decides which company to purchase a product or service. This stage is all about trust with your brand or product.

Best Types of Video for Each Stage

Awareness Stage:

Education Videos: Educate on certain subjects while generating brand awareness and positioning yourself as an expert. Increase visibility to customers.

Commercials: short videos to attract people into your sales funnel with engaging storytelling technique. Effective for paid ads, increase brand awareness, and drive traffic.

Social Media: Ability to use different practices on each site. Optimize video for each site. Facebook has a video premiere feature. Instagram and Facebook have “stories” to create fast videos instantly.

Consideration Stage

Explainer Videos: These videos explain products and services in a brief friendly way. Start with a pain point (problem) and explain how the product can solve it. Effective in website homepages and landing pages, successful youtube campaigns, facebook, twitter. Short is best, less than 2 min. Main reason to create explainer videos is to increase conversion rates and boost qualified leads.

Webinars: These are web based video presentation that is transmitted over the internet. The main goal is to educate the audience thoroughly on a topic in a humanistic way. This positions your brand as a reference on that subject. Results in increased subscriptions to your website and conversion rates.

How to Videos: These videos offers customers helpful guidance in deciding. Main goal is to create a step-by-step process that educates potential clients on certain topics. Builds product trust and increases up selling (selling additional products or better version of product/service). The customer gets to know the solution you have to offer. Creates brand loyalty.

Decision Stage

Customer Testimonial: These videos are a form of word-of-mouth marketing that play heavily into the psychology of social proof. Done right, they can be incredibly effective for your business, tipping that wavering prospect into a paying customer. Prospects usually require external reviews from peers before deciding to purchase a product. They are good solutions to share your client’s experience with your product or service. It can be a powerful tool to build confidence and generate brand trust that can increase sales.

FAQ Videos: Frequently asked questions. The main goal is to provide relevant information about common inquiries to clear up any doubts a buyer may have. These are good for lead nurturing and lead trust create a quality bond with your customer by clarifying doubts. Results in higher conversion rates, close more deals and builds product trust.

Company Story Video: About Us Information. In the video, you present your brand, working team, and the values that you stand for. Show the human side of your company and build connection with potential customers. Thus, Increasing sales.

Product Video: These videos show the best features as well as the whole experience of using it, which are the benefits of your product and how it works. Videos should be brief and entertaining. The main goal is to build trust about the product, position it in search engines (internet), and bring leads closer to final purchase.

For more information view our information on video strategy.

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It takes years to become a good interviewer, just ask Larry King or Katie Couric. Our producer, Pat Burns, has 35 years of experience in corporate client testimonials. He created a list of six attributes for an interviewer to follow for a successful interview.  The main purpose of an interview is to show your audience an opinion and/or experience of a unique perspective on a subject. A good interview improves credibility because the message is coming from an independent source. These six attributes will improve your interviewing skills for any type of interview.

6 Attributes to Become a Good Interviewer

1 – KEEP INTERVIEWEE RELAXED AND COMFORTABLE

As an interviewer, you must keep the interviewee relaxed and comfortable. They will look more honest on camera. Understand your interviewee. Engage them before the questions begin.

Tip: Before your interview introduce yourself to the interviewee. Make small talk. Ask some general questions about them.  Find commonalities between yourself and the interviewee. This will strengthen the bond between you and the interviewee, even if you have never met before this event. Most people being interviewed are nervous. Let them know a little about yourself to calm their nerves.

2 – AUTHENTIC ENGAGED RESPONSES

Capture your interviewee responding with authentic engaging answers. Rehearsed answers make the interviewee look disconnected from the audience. Rather than answering your questions, interviewees focus on remembering what they want to say.

Tip: Reword the questions if the answers seem rehearsed. Try not to send a copy of the questions to the interviewee beforehand. If you have to have backup questions for the day of the interview. Remind them that any answer they do not like will be cut out.

3 – UNDERSTAND THE ANSWERS

Understand not only the questions but also the answers sought to achieve the ultimate message. This allows the interviewee to know if he or she is on track with the interview and more importantly if the perspective is unique and revealing.

Tip: Read over all the questions. Ask how this interview will be implemented in your client’s marketing. Ask who the target audience is and what the end goal is of the video. Research any information you do not know, especially topics in technology. Most importantly know a little about your interviewee.

4 – CREATE FOLLOW UP QUESTIONS

Listen intently and lead the interview with great follow-up questions that will elicit unique insights and enhance the final message. Follow-up questions should either clarify information or connect the answer back to the main topic.

Tip: Follow up a complex question with a simplistic question. Most of the time it will result in a better defined answer because the interviewee understands it better.

5 – BE HUMBLE!

Your target audience should be able to understand your interviewee’s answers. Only through acceptance of our own ignorance can we learn anything. Many times simple questions will elicit the best soundbites. Don’t be afraid to ask any question as long as you maintain control of the interview.

Tip: Use your ignorance of the topic as an asset. If you don’t understand, then most likely other people will not understand. Ask questions that may be obvious. They will be good sound bites for introducing the topic.

6 – STAY ON TOPIC

Keep your interviewee on topic. Don’t be afraid to interrupt if your target message changes direction. Executed efficiently, this technique enhances the engagement and passion of the interview. It also saves time in post-production and ultimately saves in cost.

Tip: If the interviewee is answering your questions with general vague statements, then start asking questions that elicit more specific answers. Remember the five Ws?  Use who; what; when; where; and why to create open-ended questions.

PRACTICE MAKES PERFECT

These six attributes seem pretty basic, but they take practice. An interviewer must apply these attributes in real-time while maintaining flow and control in their interview. This can be challenging when you know little about the subject. When executed effectively, these six attributes will elicit praise from your interview subjects and clients. The expert interviewee will want to explain precisely so you will understand. They will contemplate the answer which will further drive their engagement and passion.

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So lets start with a little background.

Before 1998, Football viewers had to estimate where the first-down was on the field. Like the picture below, the 1st down markers were on the side of the field and were often blocked from view by players, coaches, and refs. They were  hard to see on television.

The 1st and Ten graphics first debuted in a televised game between the Bengals and the Ravens. Sportvision introduced a computer generated yellow line across the entire football field to show viewers exactly where the offensive team must carry the ball in order to get a first down.

Like all Technology, the 1st and Ten line has evolved over time. 

THIS IS HOW IT WORKS: 

The field is created on a computer in 3D space. Although all football fields must meet exact size requirements every field is quite different when it comes to this precise effect, so each field must be built in 3D space. The NFL has 32 teams and is growing internationally. A 3D model allows for precise perspective viewing at all angles. The average margin of error on the 1st and Ten line is just 1.3 inches.

Since the cameras move in relation to the action on the field, an encoding system in each camera relays precise camera position in relation to the 3D model of the football field. This includes lens focal length, f-stop, height, angle, and geo position. Since the 3D model can be viewed at all perspectives the camera tells the computer where it is in relationship to the field and the computer perfectly aligns the model with the field in each camera’s view. The 1st and Ten line is generated in the 3D model and only the line becomes visible while the rest of the model remains perfectly transparent. To accurately place the line the operator simply selects the position of the ball placed by the ref with just a mouse click and automatically the computer reveals the line at exactly the correct distance to reach a 1st down. This occurs for each camera perspective.

How Do they put the line only over the field and nothing else?

A color palette is created with all the hues of the grass and field. This is many shades of green and possibly brown. Every pixel in the display is analyzed in real time and only the pixels that match this color palette get replaced with the line. This is called keying or chroma keying. There are several teams and fields that challenge this effect because of conflicting colors between uniforms and the color palette of the field. Weather and lighting also make this challenging.

Wait there’s more!

Mark Shattuck, EIC (engineer in charge) for Clark Media of Provo Utah has worked with another system called TrackVision by ORAD. This system does not use encoders or any hardware at the camera.  You simply aim the cameras at multiple sections of the field (with the field lines in view) and make freeze frame still images. The computer then creates the 3D environment from these freeze frames.

Now this is high powered processing in a live event. It takes 4 operators, a spotter and field-operator who work together to put the yard lines into the system and two others for live adjustments. The operator is in a huge truck full of equipment including eight high powered computers, three of which are used only with the video cameras. The spotter is located in the press box with the announcers. The delay to accomplish the 1st and Ten line is 2/3 of a second, so they have to work quick. With a cost of around $35,000 per game, the 1st and Ten technology has improved the mangagement of the game by coaches and officials while greatly enhancing the viewing experience.

Learn more about animation and motion graphics.

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If your company is looking to improve your marketing efforts and attract more customers, and who isn’t video is the most effective solution.

We, humans, are sophisticated sensory beings that capture significant information from the sight, sound, and motion of video. And we do it very quickly. Google understands this value so well that they paid 1.65 billion dollars for YouTube on October 6, 2006.

Google instantly transcribes your YouTube video and indexes these words into the search engine and automatically populates this information in all search engines. Text, code, and images can take months for web crawlers to find and display your site in a search engine.

That’s where Still N Motion Video Fuel steps in.

We have the format to create your videos that will maximize the reach of the top two search engines; Google and YouTube. Start with these 4 Guidelines to assure an effective, targeted video campaign:

1. Search-ability
2. Clarity
3. Value
4. Quality

All four are equally important to target your audience and new customers. Use the correct language that your target audience would use to search for you and your products or services. Make sure your message is clear and targeted to your audience. Assure that what you are offering is valuable to your target audience. Quality: Your video must be created with quality to support your offering.

Watch the following video for an overview of our Video Fuel program.

Please share our video and article to help others learn how to fuel their marketing videos. If you have any questions or great advice to share please leave a comment below.

The post Fuel Your Marketing Video appeared first on Still N Motion Media Design.