How To Convince Your Boss To Spend Money On Video

Convince skeptical boss you need video in your budget

If you are responsible for supporting your organization’s marketing efforts, then you know that there are countless marketing methods from which to choose. With so many options, how can you possibly convince your boss that video is a worthy investment?

At LAI Video, we’ve analyzed the many reasons that our clients seek our help with their digital communications needs.

Here are five of the most prominent ways that video has helped to achieve our clients’ marketing goals:

Video builds brands

Video supports an omnichannel approach

Video is evergreen

Video is shareable

Video Transforms


1. Video builds brands

Video can provide your audience with a clear understanding of your organization’s brand. These videos, which we refer to as “identity videos,” can communicate your organization’s mission, the value of its products or services, its vision for the future, how an event or initiative relates to its vision, and more.

While these are some of the fundamental features of strong identity videos, it’s the finer details that really make them resonate. Our team uses a number of strategies to ensure that these videos convey a consistent and powerful brand message. These strategies include considerations around cinematography, typography, tone, music, and narrative story, just to name a few.

One example of a strong identity video is Real News for Real Americans, which we produced for The Washington Times. Helping to define the paper’s new slogan, this video emphasizes The Washington Times’ objective methodology through a beautiful black and white treatment—while including “pops” of its signature crimson to create a cohesive palette for the series.


Our Standing Ovation Awards series produced for the DC Education Fund provide other examples of powerful brand-building videos. While the series was created to support an awards show, it has also led the spotlighting of education excellence to become an essential part of DC Public Schools’ identity. Video has the power to not only reinforce existing brand but also to bring them to new heights.


2. Video supports an omnichannel approach

Video can be played across a variety of platforms and channels, allowing you to amplify your message in ways that would not be possible through other mediums. For instance, a short video created for a gala or banquet can also easily be shared on a website, via a newsletter, or on social media.

For video to be most effective across a variety of channels, it must be created with appropriate strategies. Sometimes, this requires creating a script that can be cut into shorter, standalone scenes. For the Certified Financial Planner Board’s “I Am a CFP Pro” series, our team created 15- and 30-seond versions of each video, resulting in additional assets for social media.

At other times, it requires coming up with a video motif so engaging or good-humored that it can supercharge an entire campaign. For CropLife America’s #GiveaCrop campaign, our team developed the Pest mascot’s character in a way that not only supported the production of videos but also GIFs, graphics, memes, and an entire campaign microsite. By incorporating video into your marketing strategy, you can engage your audience across channels in ways that would otherwise not be possible.



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3. Video is evergreen

Video provides a tremendous opportunity to create content that will resonate well beyond a specific event or initiative. In fact, “evergreen” video content can support your organization’s marketing objectives for as long as your organization exists!

One method for creating evergreen content that is particularly effective when trying to explain complex concepts is the use of animation. When we worked with the Information Technology Industry Council (ITI) on its ITI Decodes campaign, we decided to use animations to translate technical jargon into easy-to-understand language. In doing so, we created a series of assets that allow ITI to communicate with global leaders, policymakers, and the general public without requiring the assistance of an expert technical communicator.


The right video narrative will also allow you to use live-action footage in powerful ways. When we partnered with FOX Architects on its promotional video, we decided to focus on a narrative surrounding the firm’s unique design process. This narrative was particularly effective from an evergreen marketing perspective, because while the firm’s projects and partners may change, its process and principles are constant. Through video, your organization can create marketing assets that will always be relevant.



4. Video is sharable

More than an email, blog, or white paper, video can deliver an emotionally resonant story that “gets at the heart” of what will move your audience. Its ability to bring key messages to life is why it so often serves as the cornerstone of successful product launches, campaigns, and other marketing initiatives.

Sometimes, it’s humor that compels an audience to share a video. In CropLife America’s #GiveaCrop campaign, our team relied on slapstick humor and innuendo to start a dialogue among consumers and policymakers about pesticide use. At other times, a video is more effective when it takes an emotional approach. In No Kid Hungry’s Clark Family Spotlight, our team captured the honest perspective of a family just on the other side of the poverty line, rallying people to support the No Kid Hungry campaign.

Still other videos rely on showcasing the unexpected to generate buzz. When LAI Video partnered with CRTV on its third episode of “The Swamp,” we captured the suspense as one of the series’ protagonists found himself in the news. As viewers become invested in a story, they are more likely to share a video and spread its underlying message.



5. Video transforms

Video allows organizations to change misconceptions, debunk myths, reposition their brands, and build movements. The transformative power of video is one of the most common reasons that our clients seek our help with their digital marketing needs. One way that video can be transformative is by featuring people who, through interviews, can share candid, first-hand accounts. When working with the National Industries for the Blind, our team interviewed people who shared how their disability is no barrier to their success, shattering perceptions of blind individuals’ capabilities.


Video can also transform by serving as the cornerstone of a larger, omnichannel campaign. When partnering with Share Our Strength on its Rethink #Hangry campaign, we created an animated video that is hosted on the campaign’s microsite and that encourages its audiences to get #hangry on social media. While the tactics used may differ from one video to another, video’s transformative power can help your organization to achieve its vision.


Video’s potential to support your organization’s marketing objectives cannot be understated.

Though video, your organization can strengthen its brand, revitalize its communications channels, reach a wider audience, create evergreen content, and alter perceptions. Next time your boss asks for your help in developing a sound marketing strategy and tactical plan, feel free to reach out to LAI Video for ideas and inspiration, guidance, and action-oriented insights about how video can support your communications goals and achieve your marketing team's KPI metrics and your organization's goals as a whole.

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