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Paul W Reynolds Video Services


providing video production services for small to medium size organizations utilizing new media strategies to reach, build, and connect with targeted audiences. Making effective "web-mercials" on a small business budget.

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Paul W Reynolds Video Services


providing video production services for small to medium size organizations utilizing new media strategies to reach, build, and connect with targeted audiences. Making effective "web-mercials" on a small business budget.

Small Businesses have Marketing Leverage with Web Video

“Top 10 Reasons Small Businesses Fail”, titled The New York Times article, discloses such problems as poor accounting, dysfunctional management, and lack of a cash cushion, to name a few, as reasons why small businesses meet a premature demise. These points are rightly justified, however, one significantly important business blunder remains missing from the articles’ list; lack of marketing. It is reasonable to conclude that effective marketing will increase a business’s customer base, therefore increase cash flow, which will rectify most of the problems small businesses face. Traditional marketing does not come cheap. Small businesses with limited funds need to invest in a marketing model with the most bang for the buck. Small businesses that embrace marketing with video via internet distribution will reach greater audiences and build stronger customer relationships.

Why is video most effective?


Why is video most effective? Author and consultant to brands like Amazon, Disney, Walmart and South By Southwest, Dr. Susan Weinschenk, outlines four reasons why video is more compelling and persuasive for marketing. First, video is more effective because of the fusiform facial area, which is part of the human visual system in the brain that is responsible for facial recognition. People are drawn to look at faces and to unconsciously process emotional information from facial expressions. Second, audio is 50% of the visual experience. People are instinctively drawn to the human voice. Voice communicates rich information through resonance, intensity, and frequency. Third, emotions are contagious. Think of your favorite theatrical movie. Now think how that movie made you feel. Emotions can be conveyed even through the screen. Fourth, movement grabs the viewer’s attention. Humans are programmed to pay attention to peripheral movement. This function is hardwired into the brain. The mind is sensitive to movement and the eyes are drawn to it.


Three hundred hours of video is uploaded to YouTube every minute. Surely, not every minute of video ever shot is effective? What makes a video effective? In The CMO’s Social Media Handbook, author Peter Friedman untangles the human attraction to social media. People gravitate to social media to express and share themselves, to connect with friends and family, and to get attention. This engagement facilitates conversation, which builds relationships. What works in social media also works in video. Small businesses have the opportunity to engage in conversation and build relationships with its customers through video; in other words, building a community. Customers are more likely to patron a business they trust. 
Old Spice proved the engagement concept in their 2010, web release, video campaign “The Man Your Man Could Smell Like.”  Old Spice was unable to gain market share for their new line of body wash for men. Sales were nominal. In a desperate effort, Old Spice called upon the advertising firm Wieden + Kennedy. “The Man Your Man Could Smell Like” campaign was an instant success however, it was what Wieden + Kennedy did in response to the campaign’s success that increased men’s body wash sales 125% and facilitated Old Spice becoming the number one selling brand of body wash for men in the United States.

Wieden + Kennedy followed its initial campaign with an even more successful “Response” campaign. Over the course of two and a half days, Wieden + Kennedy filmed 186 videos with actor Isaiah Mustafa, who responded to posts, comments, and questions from internet fans and then posted these video responses to YouTube. The community reaction was astounding. In the first day alone, the Response campaign generated 5.9 million YouTube views. Old Spice men’s body wash sales were already on the rise following the launch of the first “Smell Like a Man, Man” web video ad but, the Response campaign grew the brand even further. In one month, Old Spice increased Twitter followers 2700%, Facebook fans 60%, and YouTube channel subscribers from 65,000 to 250,000. Old Spice simply facilitated conversation and built relationships of trust with its community. They did it through video, they did it through social media, and they engaged directly with the customer.


It would seem that a large corporation such as Old Spice would have an unlimited budget for video marketing; however, the budget for “The Man Your Man Could Smell Like” media expenditure was rumored to be under $500,000.  Although a five hundred thousand dollar production budget seems like a big number, it is not. Large corporations are known to spend tens of millions of dollars on video production. Whether it is a large corporation or a small business, the principle is the same.  Building relationships of trust with customers, by engaging in conversations through web video, providing value, and building a community will result in greater brand recognition and increased patronage; and it all can be done on a shoestring budget.

Works Cited

Goltz, Jay. "Top 10 Reasons Small Businesses Fail." Youre the Boss Top 10 Reasons Small Businesses Fail Comments. The New York Times, 5 Jan. 2011. Web. 25 June 2015. <http://boss.blogs.nytimes.com/2011/01/05/top-10-reasons-small-businesses-fail/?_r=0>. 

Weinschenk, Susan. "4 Reasons Why Online Video Is Compelling & Persuasive." The Team W Blog. 22 Jan. 2013. Web. 25 June 2015. <http://www.blog.theteamw.com/2013/01/22/4-reasons-why-online-video-is-compelling-persuasive/>. 

"Voice Qualities." The National Center for Voice and Speech. Web. 25 June 2015. <http://www.ncvs.org/ncvs/tutorials/voiceprod/tutorial/quality.html>. 

"Statistics." YouTube. YouTube. Web. 25 June 2015. <https://www.youtube.com/yt/press/statistics.html>. 

Friedman, Peter. "How to Become the Starbucks of Social Media." The CMO’s Social Media Handbook. San Jose: LiveWorld, 2014. 65-78. Print.

"“The Man Your Man Could Smell Like” Responds to the Internet." Effie. Effie Worldwide, 2011. Web. 17 June 2015. Print.

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New Media


Your Web Video Specialist.

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New Media


Your Web Video Specialist.

First and foremost video remains unchallenged as the most effect communication medium to date. Countless studies over the decades has established this unchanged fact. What has changed is how we consume and interact with video. We are consuming more and more video year over year on mobile devices. Brands are interacting with customers and customers are interacting with brands in ways never imagined before. Fortune 500 corporations to small businesses are experiencing tremendous growth via new media. What's exciting is that the "new" rules have not been written in stone. The rules to this new era of marketing are still being written today. It is exciting times to be a small business. There are ample opportunities to reach your audience. 

New Media

A New Model

I have redefined my business model to accommodate small business budgets. Lets talk about it. Contact me now!

One Man Band

Affordable

I am a one man band. I can do it all (almost) ; ). I can shoot and edit beautiful professional video. I preform the duties of a director, DP, gaffer, grip, sound recordist, editor, colorist, and more. This keeps your cost down.

Consultation

Contact me Now

I understand the YouTube platform and know how to utilize it's capability to the fullest. I guarantee you will be impressed with the possibilities. Contact me now for a free consultation. Together we can make your small business stand out!

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About Me


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About Me


My name is Paul Reynolds.  I am a one man web video production company based out of McKinney Texas.  I specialize in high definition and 4K (also known as Ultra HD) video acquisition and editing.  I offer web video production that is optimized for internet distribution via social sharing platforms such as Youtube and have working knowledge of how to make videos rank higher in Google/Youtube search.  I have collaborated with other video production companies such as:

I have unique experience in shooting and editing real estate marketing videos, outdoor promotional videos for outdoor recreation providers and for the tourist industry, and marketing videos for small to medium size organizations.

Collaborating with Theater of Homes® I won a 2007 MarCom Gold Award for my editing work on the Theater of Homes® television show that aired weekly on Eugene's NBC affiliate KMTR channel 16.  I was the editor of the show for a year in addition to one of the shooters.

Past clients include:

  • Theater of Homes®
  • Windermere Real Estate (Eugene)
  • Eugene, Cascades, & Coast
  • EWEB
  • TBWA

My current focus is working with small businesses; helping them utilize the low cost and often free resources readily available.  Video is the most effective communication medium period!  Building relationships of trust with customers, by engaging in conversations through web video, providing value, and building a community will result in greater brand recognition and increased patronage; and it all can be done on a shoestring budget.

Cheers!

Paul W Reynolds

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