Company is going through grown phase, adding double the production capability (branded gear, bring your brand to life), 90% is produced out of facility
Wants to have a piece of content that showcases who we are and what we're about. An "Anthem Video"
- Highlights the quick hits:
- who we are
- what we're about
- why do business with us
Wants to be taken through facility, show everything off.
Talked about recurring videos, tried doing it themselves but already wears lots of hats, goes to wayside.
has a team of artists and creators, is this unique
Tagline: Bring your brand to life
There are lots of people who do what they do, but "there are levels to it". Other companies don't actually produce the items.
GRX have found very good value in taking credit for the actual producing.
See proposal/Prod. Book
Wants to be a "one-stop shop". All your art needs.
Vehicle wraps, printing, etc. Signage. Web development, consulting. Brands & retail. Wants something that shows all that, don't have to hit up five different vendors.
Rich brought up the classic dollar shave club video; walking through facility, talking about stuff, funny stuff going on around them. Example of what he doesn't want to wants to stay away from interview style-- "Stuffy", "Contrived,"
Details from GRX:
- UVP/Key Selling Points?
- Hot Buttons?
Dollar Shave Club Discussion
- GRX, what do you like about the Dollar Shave Club video?
- #1: It's funny. Overaching, ambitious. DOesn't have to be like this
- Conveys features and benefits of doing business with them while moving through the facility. You see the moving parts of what's going on.
- We're producing, not a middle man.
- Our takeaways from it, why it is effective:
- Starts with UVP (we send razors for $1/mo, are they good? Or razors are fucking great).
- Does have an intro at the beginning, but is less than 5 seconds. Get to the important stuff first. This will also avoid stuffy feeling Rich mentioned not liking in testimonial videos
- Very fast paced. The whole intro, UVP, and catch tag line "our blades are fucking great" before the 20 second mark.
- Every joke is a hit on the UVP.
Target Audience Questions
- I know you don't want to limit yourself, but some targeting is important. EG: "our razors are fucking great" is a good line to target retail customers, but only a small segment of corporate clients I would say.
- Is your target also "non-stuffy," "non-contrived" businesses? Because that is a much more loose video than one that targets business-y businesses just as much as the fun ones.
- Walk through video (like DSC)
- The Office-style video?
- Show us the space
- Gave lots of details to Rich, where you guys at?
- General Idea -- Quippy, fun, walkthrough. Fast Paced.
- Tell us more about what you're looking to do?
- GRX Marketing primer --
- What is your UVP? Key marketing message?
- Big hot buttons?
- Hot button survey???? They are in good position to do it
- Idea critiques, what we want to see:
- Should be fast-paced. Don't hold for laughter, joke, joke, joke.
- Good copy/video notes
- Problem, agitage, emphasize, solution, transformation, CTA
- Authentic Language
- Ad Ingredients
- Credibility - After working in this industry for....
- Social Proof -- We've helped hundreds of businesses
- Controversial Statement - Great Resignation Exmaple
- Old Believe/New Belief
- Utility (Useful, practical info, quick tips) -- follow up videos?
- Rhetorical Question
- Reveal a "Secret"
- Being told a story or following a story activates more regions of the brain than a rational explanation
- Pattern Interrupt
- Invoke something unrelated or a surprise element that is unexpected and not like everything else
- Interrupt the typical pattern or loop people are seeing
- Need contract/invoice --
Process of creating a commercial for a company
Behind the scenes
Add additional post videos once we're done
Pilars: Quality, Speed, Price.
What anybody cares about as far as customer experience goes. What we should be spending our time.
We are "creators" -- We want to take credit for making the gear etc, want to do so in a "funny way"
We don't take ourselves too seriously, but we take YOUR product very seriously
Speed. Quality. Price.
the 3 pillars of their business, "loud and proud"
rich thought it would be funny to have the commercial be making the commercial.
*See video of old guy trying to say buttery flakey crust*
Reviews from family members? lol
children running the factory? lol
Scott & David Ideas
- "Walk and Talk" -- General Dollar Shave Club type commercial, walking around full of quips and gags to show off what they do
- 50s style commercial -- Black and White
- Behind the scenes "The Office" style
- Subversive chaos and things go wrong
- needs to end with a product getting delivered and it's good
- Commercial is making commercial with like quick gags
- David suggested children running the factory?
- Biggest Statement: No Matter the Chaos, the Product is never damaged or delayed.
- Goal for meeting today: Ideally we can end this call and start working on script outlining. Ideally have a timeline re-established.
- I'm thinking scripting now through January
- Prod Planning in January
- Production in February
- Post Feb-Mar
- What are your ideas?
- Rich's two main arcs -
- "The Office" kinda angle; behind the scenes of work, in the humor veil. Not making it too aloof
- "Breaking News Story" -- Breaking news out of Grand Rapids MI, silly stuff like 'marketing company has figured it out' - go to on-site interview. "A company in our industry finally has their shit together"
- The whole video is an Onion article
- Air of seriousness, but the content is hilarious, trivial, etc.
- We came up with a few, we keep coming back to a combo of Walk-n-talk and The Office -- BTS of making a commercial
- Hybrid of the two -- Office style look while shooting a commercial
- Introduction/Good Will video, not necessarily convert in this video.
- "Rich started this company with the sole goal of making this commercial"
- Cheapy/Bad/Scticky Car Commercials
- We GOT HONDAS, we GOT MITSUBISHIS
- Sitting on horse in parking lot, zoom out with everyone waving (JIB)
- not making the story too complex so its able to be shortened and extended.
- Laughs, Reliability, message across.
Things to hit:
- Speed, quality, price