Perhaps the biggest challenge facing businesses on the road to post Covid19 recovery is the anticipation of customers’ and potential customers’ continuously evolving wants and needs in the post-pandemic world.
As a result, messaging must also evolve and adapt to reflect this: marketing and internal comms plans must be fluid, as they will be subject to rapid and sudden changes – and marketing and creative teams must remain agile in order to react accordingly. First and foremost, it’s imperative that your objectives are crystal clear and are kept front of mind when planning any communication or promotional activities.
A video speaks a thousand words
Marketing is now the focus of every business’s strategy like never before: it’s the public face of how you are handling the crisis and reacting to industry changes. Building trust should be at the centre of what you do; what and how you communicate has never been more important. In Hubspot’s “The State of Video Marketing in 2020” report, they found that 72% of customers would rather learn about a product or service by way of video.
To us, this is really not surprising: we’re all bombarded with information every day, so will naturally migrate towards eye-catching and easy to understand sources. As experts in explaining the technical and simplifying the complex, that’s where we can step in, by creating stunning, professional, videos and animations that cut through the noise and concisely convey your message.
Read the room
However your business is faring during this period of recovery, it is vitally important that you continue to remain visible, as you’ll want to be front of mind and ready to respond to your customers’ demands, once ‘business as usual’ resumes fully.
As a business, we have seen that many sectors are weathering the crisis well, for example those in finance and tech, who have, in many cases, seen an uptick in demand for their products or services that’s continuing through this recovery phase (indeed we have continued to create videos and animations for them from afar).
What has truly helped to set them apart is their uninterrupted communication. Indeed, if your organisation is fortuitous enough to be in this position too, it’s not time to rest upon your laurels: you must continue to communicate with a clear message that is up-to-date with current legislation, as well as sympathetic to the situation. How you react in these turbulent times, will stick in the minds of your customers and stakeholders for years to come.
As we emerge into our newly-shaped economic landscape, uncertainty will undoubtedly continue to affect employees in organisations across the board. Regular and honest communication with team members is therefore vital to the success and wellbeing of all businesses.
Again, choosing the right method of delivery is crucial in order to convey your reports, updates and perhaps large volumes of data – as well emotions such as empathy or gravity. According to Social Media Week, viewers say that they retain 95 percent of a message when viewed in video. It’s easy to understand why, as visual information is much easier to digest than simply reading. A video can also pick up on nuance and sentiment more effectively than a written bulletin or memo – so is therefore a more personal way of delivering an announcement or update, rapidly and concisely to a large number of people.
Well-considered internal comms, will be construed as intended and make employees feel that they are personally valued. We know it’s easy enough to whip your phone and out and make a quick video – indeed we applaud the democratisation of video making! However, as we’ve all seen, there are pitfalls to this DIY approach; whether it’s a family member wandering into shot, bad lighting or a messy background. The significance of your message can be lost to these distractions and the lack of professionalism can be interpreted as lack of care or compassion.
On message, on time, on budget… on point
Research from Buffer found that 83% of marketers would increase their reliance on video as a strategy if there were no obstacles like time, resources, and budget. As we mentioned, we know that anyone and everyone can make a video with their smartphone – but will a self-made video see the returns you want?
We read in Forbes, that 65% of executives have gone to the marketer’s site and 39% have called them on the phone after watching a marketing video – can you really afford to create something sub-par? And that’s where we come in: as seasoned video and animation experts with many years’ experience under our belts, we can help you to create brilliantly scripted communication with appropriate use of CGI, motion graphics and video.
We’ll advise on the best type of video to produce, whether the main driver is time, cost or sensitivity – and we always deliver on time and on budget. At the beginning of our process, we ensure that we fully understand what you do and how you work, which means that we can turn on a penny if any part of the video production process changes, whatever the reason.
Example: Multi-part animation for ScanSnap
We are a key part of your road to recovery strategy
Get in touch if you’d like to discuss how video can play a major part in your road to recovery strategy. As video and animation experts we have worked with many well-known names in technology, financial services, pharma and manufacturing – as well as startups. We work flexibly across the globe from our studios in London and Altrincham, Greater Manchester.
Spark Engine: Specialists in explaining the technical & simplifying the complex.