# Wondertree Media > A Creative Video Agency for Life-Changing Brands ## Selling Big Ideas with Seth Odell, Vice-Chancellor of Marketing at National University URL: https://wondertreemedia.com/podcast-006-selling-big-ideas/   Pitching big ideas is more than just the ideas themselves… In this episode, we sit down with Seth Odell, the Vice-Chancellor of Marketing at National University. In just over 1 years time, Seth has built an in-house agency at NU from zero to seventy people. Seth has vast experience in all aspects of marketing from video production, to campaign strategy, to building and growing a full-service team. In our conversation, we discuss: How to sell big ideas to teammates, clients, and leadership Examples of home-run campaigns that Seth has led Seth’s approach for brand and marketing strategy How to come up with ideas that generate ROI Much more! We hope you enjoy this episode. Be sure to share it with marketing colleagues who might find it useful. Be sure to leave Campaign Brief a review and rating here! View on iTunes: https://podcasts.apple.com/us/podcast/campaign-brief/id1472421385 View on Stitcher: https://www.stitcher.com/podcast/cj-thomas-2/campaign-brief View on Spotify: https://open.spotify.com/show/6MK4l7yoevJpuWT67QmEMt?si=ryMAPB1kTBiqxoqJkaiutQV View on TuneIn: https://tunein.com/podcasts/Business–Economics-Podcasts/Campaign-Brief-p1233350/ --- ## [VIDEO] How To Grow Your Construction Business Using Video URL: https://wondertreemedia.com/how-to-grow-your-construction-business-using-video/   Although the construction industry seems to be booming right now, winning new projects is still a challenge that every contractor and builder faces. How many times have you spent hours gathering quotes, putting together extensive proposals, and schmoozing potential clients, only to find out that the project was awarded to another company?   I’m all too familiar with the challenges of trying to win new projects and growing the number of clients that return for more work. Before launching my first company and going full time, I spent years working as a lead estimator for a multi-million dollar commercial construction company. The good news… The good news is, there are some simple things that you can do to immediately differentiate yourself from other companies in your field and add that “wow” factor to your marketing and bid materials that will demonstrate the level of care and experience that you bring to every project. Enter online video. Video has quickly proven itself to become one of the best ways that you can boost your sales and marketing efforts. Video in an email can lead to 200-300% increase in click-through rate. People are up to 85% more likely to buy a product or service after watching a video. People are 4x more likely to watch a video than read text What kind of videos are working? Here’s the kicker. Video is not one size fits all. Different videos will serve different goals and support various stages of the sales process from awareness to decision. So it’s not enough to just have any video. You must have the right video and implement it in the proper way. Here are 3 video types that are sure to help you get your foot in the door with dream clients, win more projects, and add that “wow” factor to your sales and marketing efforts. 1. Brand Vision Film/Company Overview The first type of video we recommend is a strong brand vision or company overview video. This will be the video that introduces your company, your values, and what makes you unique. The benefits: Having a solid brand video on your website and even contained within your proposals is going to immediately set you apart by giving the potential client a quick and engaging way to get to know your brand and how you will add value to them helping to build a personal connection and strengthen the relationship. Why it works: This video is the next best thing to being right there in person with your prospective client. And we all know that being face-to-face always increases the likelihood of winning new work. Pro tips: Stay away from buzzwords like “professional, comprehensive, ect”.  Go deeper and find ways to include your own personality, origin story, and anything else that may resonate with the audience. Remember to not just talk in bullet points and facts. Include the bigger picture values that your company holds to be true. As Simon Sinek says, “People don’t buy what you do, they why you do it.” Example: 2. Testimonial Videos One of the most powerful video types that will have an immediate effect on your sales process is testimonials or “success stories”. Testimonials feature past clients talking about how you helped them on a past project. The benefits: Testimonials are extremely effective in convincing and converting prospective clients that have discovered your brand. They show real world cases of how you have helped others that are like your potential clients which inspires confidence that you are the right person for the job. Why it works: Testimonials are effective because they are “3rd party endorsements”. Think about it this way. If I told you that I made the best videos around and you should hire me, that would come across as arrogant and not very convincing. But if someone who is just like you told a story about how we have helped their business using video and recommended that you give us a shot, that would be much more effective. Pro tips: Focus on story It’s not about getting the person to talk about how great you are. Instead, have them talk about the real challenges that they faced and how you helped overcome those challenges. More importantly, how did that make their lives better? Ditch the script and shoot for conversational. Example: 3. Educational Video Content OK so now you have a strong brand video that helps nurture prospective clients that find you. And you’ve paired it with some powerful video testimonials that help show real results and aid the decision-making process. But there’s one more thing you can do to really supercharge your sales and marketing efforts and that is by creating short educational video pieces. Often times, these will feature a representative of your company speaking directly to the camera about a specific topic that is relevant to your audience. The benefits: These videos are extremely powerful in establishing credibility for your brand. By creating videos that help your potential clients and feature you or your company speaking from experience, you are demonstrating your expertise in your field, not just claiming to be experts. These videos are also helpful in arming your prospective clients with the upfront knowledge to aid the success of a project and ensure a smooth workflow. Why it works: This video type leverages a powerful psychological concept called reciprocity. By adding up front value to your prospective clients without charging them a dime, the are more likely to want to return the favor down the road and give you work. Pro tips: Do some research to find out what pain points or questions that your prospective clients have to make videos that are actually relevant to them Focus on adding as much value as possible. Simply throwing together a video with “fluffy” content will not have a positive effect on your business Share the videos through an email newsletter to get even more use out of them How to get it done? There you have it! Implement any one or all of these video types properly, and you will be sure to see lasting results on your sales goals. If you need help with any of this, please reach out. We not only help produce the best videos possible but work with you to gain clarity on your unique brand messaging as well as determine what content is going to resonate most with your audience. Finally, rather than sending over a video file and walking away, we will work with you to ensure that your videos are properly being implemented to ensure real results. Click below to schedule a call and see how we can help create some videos that will get you more projects. Schedule Call --- ## Revitalizing the Sony Brand with Cheryl Goodman, Head of Corp. Communications at Sony Electronics URL: https://wondertreemedia.com/podcast-004-sony-brand-story/ Revitalizing the legendary Sony Brand story In this episode, I sit down with Cheryl Goodman. She is the Head of Corporate Communications for Sony Electronics. Cheryl has an impressive track record of storytelling going back to her career start in journalism. In our conversation, we discuss: How Cheryl approached revitalizing Sony’s brand story How her background in journalism and PR prepared her for her current role The role of CSR and social good in the Sony story How Sony’s origin story plays a role in its products The challenges in marketing technology consumer products Cheryl’s view on influencer marketing Much more! I hope you enjoy this episode. Be sure to subscribe and leave an honest rating/review for the show. Be sure to leave Campaign Brief a review and rating here! View on iTunes: https://podcasts.apple.com/us/podcast/campaign-brief/id1472421385 View on Stitcher: https://www.stitcher.com/podcast/cj-thomas-2/campaign-brief View on Spotify: https://open.spotify.com/show/6MK4l7yoevJpuWT67QmEMt?si=ryMAPB1kTBiqxoqJkaiutQV View on TuneIn: https://tunein.com/podcasts/Business–Economics-Podcasts/Campaign-Brief-p1233350/ --- ## Growing and Leading A Marketing Team with Jay Jaffin, CMO at Verizon Connect URL: https://wondertreemedia.com/podcast-005-building-marketing-team/   Learn to build and lead a winning marketing team to growth This episode features Jay Jaffin, the Chief Marketing Officer at Verizon Connect. Jay has also served as the VP of Marketing and Communications for Verizon Wireless where he oversaw all national campaigns for the brand. Jay has vast experience when it comes to creating strategic campaigns and leading marketing teams through growth. While at Verizon Connect, Jay has helped the brand grow from a 100 million to a multi-billion dollar company by building a strong marketing culture. Whether you lead a marketing team of 2, or 200, this episode has a TON of lessons for how you can be the best leader and help drive growth. In our conversation, we dive into: Example of a winning campaign while at Verizon Wireless and the strategy behind it Jay’s strategy and approach for developing strong campaigns What to consider when building a marketing team The “death” of the traditional sales funnel So much more! If you enjoyed this episode, please leave a rating and review. Be sure to leave Campaign Brief a review and rating here! View on iTunes: https://podcasts.apple.com/us/podcast/campaign-brief/id1472421385 View on Stitcher: https://www.stitcher.com/podcast/cj-thomas-2/campaign-brief View on Spotify: https://open.spotify.com/show/6MK4l7yoevJpuWT67QmEMt?si=ryMAPB1kTBiqxoqJkaiutQV View on TuneIn: https://tunein.com/podcasts/Business–Economics-Podcasts/Campaign-Brief-p1233350/ --- ## Develop a Winning Brand with Gaëtan Fraikin from Addictive, Illumina, and Roche URL: https://wondertreemedia.com/podcast-003-building-brand-value/ Learn brand development, valuation, and how to win long-term In this episode, I sit down with Gaëtan Fraikin to discuss all things brand development. Throughout his career, Gaëtan has served as Head of Global Marketing at Roche and Head of Global Brand at Illumina. He’s also worked with brands like BMW, Samsung, eBay, and Genentech on the agency side. Gaetan has had a ton of experience on both the client and agency side building very well known brands. This is a very wide-ranging episode. We cover many aspects from brand creation to maintaining an existing brand. We discuss: The core of what makes a strong brand beyond just logos and typography Brand development process and considerations How to justify brand value and brand equity to financial stakeholders How having a strong brand can help your company pull through tough times Opportunities for differentiation in an industry where everyone looks and sounds the same I hope you enjoy this episode. To get in touch with Gaëtan, go to https://www.linkedin.com/in/gaetanfraikin/. Be sure to leave Campaign Brief a review and rating here! View on iTunes: https://podcasts.apple.com/us/podcast/campaign-brief/id1472421385 View on Stitcher: https://www.stitcher.com/podcast/cj-thomas-2/campaign-brief View on Spotify: https://open.spotify.com/show/6MK4l7yoevJpuWT67QmEMt?si=ryMAPB1kTBiqxoqJkaiutQV View on TuneIn: https://tunein.com/podcasts/Business–Economics-Podcasts/Campaign-Brief-p1233350/ --- ## How to Position Your Product for A Successful Launch with Mark Pecota from LaunchBoom URL: https://wondertreemedia.com/podcast-001-how-to-position-product-launch/ In this episode, I sit down with Mark Pecota. Mark is the CEO of LaunchBoom. A full-service product launch agency that consistently achieves 6 and 7 figure product launches for its clients through crowdfunding on platforms like Kickstarter and Indiegogo. Even if you’ve already launched your product, you will still get a lot from this episode. In our conversation, we cover: Why product positioning is so critical for a successful launch Strategies for testing your positioning before launching How to build a community of qualified potential buyers in the pre-launch phase so that when you launch you get momentum right off the bat How to maximize exposure on crowdfunding platforms like Kickstarter and Indiegogo Creating a team culture of ownership and accountability Much more!   I hope you enjoy this episode as much as I enjoyed recording it. To find more about LaunchBoom, go to www.launchboom.com Be sure to leave Campaign Brief a review and rating here! View on iTunes: https://podcasts.apple.com/us/podcast/campaign-brief/id1472421385 View on Stitcher: https://www.stitcher.com/podcast/cj-thomas-2/campaign-brief View on Spotify: https://open.spotify.com/show/6MK4l7yoevJpuWT67QmEMt?si=ryMAPB1kTBiqxoqJkaiutQV View on TuneIn: https://tunein.com/podcasts/Business–Economics-Podcasts/Campaign-Brief-p1233350/ --- ## B2B Marketing, Potatoes, and Content with Will Foody, Director of Marketing at Buzztime URL: https://wondertreemedia.com/podcast-002-b2b-content-marketing-2/ In this episode, I sit down with Will Foody. Will is the Director of B2B Marketing at Buzztime which is an interactive entertainment company most known for their tablets where you can play games, order food, and more. So if you’ve ever been to a Buffalo Wild Wings and noticed those tablets on the tables, those are made by Buzztime. In his role, Will leads the B2B marketing efforts as well as supports the sales team at Buzztime. In our conversation we discuss:  Out of the box marketing strategies that Will has tested What’s worked and not worked Content Marketing ideas Why B2B marketing is not much different than B2C How marketing and sales should work together Much more! I hope you enjoy this episode. To get in touch with Will, go to http://williamfoody.com. Be sure to leave Campaign Brief a review and rating here! View on iTunes: https://podcasts.apple.com/us/podcast/campaign-brief/id1472421385 View on Stitcher: https://www.stitcher.com/podcast/cj-thomas-2/campaign-brief View on Spotify: https://open.spotify.com/show/6MK4l7yoevJpuWT67QmEMt?si=ryMAPB1kTBiqxoqJkaiutQV View on TuneIn: https://tunein.com/podcasts/Business–Economics-Podcasts/Campaign-Brief-p1233350/ --- ## Should You Create Viral Content? | 3 Tips for Creating Shareable Content URL: https://wondertreemedia.com/viral-content-videos/   One of our clients who owns a successful business called me one day to tell me that one of his videos had gone viral. I can remember the excitement in his voice as we spoke on the phone. He was thrilled that one of his videos finally caught traction and achieved “virality”. The short 25-second video which was a comedic piece had gained over 1,000 organic shares within a day or so of posting.   But can you guess what impact this had on his business? Not much. In fact, most of the attention and comments were coming from a country that he didn’t even serve. Of course, this was a one-off case. Maybe you sell internationally and you would love to get the extra attention no matter the region. But there is a better approach.   Should you aim for viral?   As a video focused company, it’s not uncommon for clients to come to us with the hope of making a video go viral. And we completely understand. In this noisy internet world, it’s more important than ever to do things that will make your brand stand out and help gain awareness. However, in many cases, viral is not the right goal. First, let’s look at some numbers. There are over 4 million hours of video uploaded to YouTube every single day. And that’s just YouTube! Not to mention the millions of videos be posted to Facebook each day. Of those videos, only a fraction of a percent actually go viral. And those videos typically have nothing to do with a brand. They are cat videos, fail videos, memes, ect. Aside from the fact that virality is usually a matter of luck, synchronicity, and magic fairy dust, going viral typically doesn’t have much impact on your business. Or at least not enough to justify the number of hours and attempts it would take to actually have a video go viral.   What should you focus on instead?   Imagine you were presented with two options. Outcome 1 is that your video will go “viral” among 1 million people who may or may not be likely to purchase your product or service. They may not even be close to your target market or in a country where they can buy. Outcome 2 is that your video goes “viral” among 1,000 people who are much more likely to purchase your offering and are qualified to buy. I want to be clear. It’s not about thinking smaller and lowering your goal. It’s about specificity and making sure that your video objective is mapped to your business objectives.   Choose a more targeted approach.   While outcome 1 might feel better because it reached 1 million people, that’s just a vanity win. Over the short term, outcome 2 will get you more immediate purchases. Over the long term, a good sized group of those 1000 people will become fans and advocates of your brand spreading awareness even further. It’s important to ensure that every video for your business is tied to a tangible goal. Whether it’s awareness, recruiting, or direct sales. Rather than focusing on going viral, get more specific on a small group to go “viral” among that will become customers and loyal evangelists. This is why it’s so important to understand your audience.   3 Tips for how to create more shareable content   It is still a beneficial exercise to look at what it is that makes a video viral. Although there are many factors that go into a video achieving virality, here are 3 critical elements that you can apply to your content creation strategy:   1. Relevance    The first key trait of creating shareable content is relevance. Is the content relevant to the target audience? So how do we go about creating relevance? Well, you can check out websites like Google Trends to do a quick search and see what topics might be trending in your industry that are getting more traction and ultimately going to be more relevant to the audience. But it doesn’t always have to tie to this big trending topic or news article, sometimes it’s as simple asking, what common pinpoints or challenges or experiences will the members of my target audience share and relate with?   2. Emotional Response    The second key characteristic of shareable content is that it elicits an emotional response, whether it’s anger sadness, laughter, nostalgia. It’s these emotional responses that inspires your audience to share this content with their community.   3. Distribution    The third and final thing to consider is the distribution plan. Believe it or not most viral ads or viral pieces of content still have an initial push to get them out there. Whether it’s paid advertising or media outlets, so what you want to think about is what key platforms or avenues or key people can you reach out to and give your content an initial push. You never want to put a piece of content up and then just hope that people find it. Consider these elements when creating any content for your brand, not just video.   Take action   In conclusion, when setting out to create a video or marketing campaign, choose the goal that is most going to help your business. Then use that as your north star to guide the creative and strategic decision making. If you want to go viral to build awareness, go a level deeper and ask yourself what group of potential true fans you want to go “viral” among. Let me know your thoughts in the comments and feel free to share with a friend. --- ## #1 Storytelling Technique for Holding Your Audience’s Attention URL: https://wondertreemedia.com/hook-audience-attention/   What one thing do all of the best stories ever told, having common that you can actually take and implement in your marketing and advertising to get more results? The world of marketing and advertising is largely focused around this question of how do we capture an audience’s attention and then maintain that attention over time. What if I told you that there is a common characteristic shared among all of the best stories ever told, whether it’s through books, television shows, and movies that you can actually take and implement in your marketing and advertising to get more results.   All great stories have one thing…   What we’re talking about here is the importance of having conflict in your marketing and advertising. Simply put, conflict is the challenge or obstacle that needs to be overcome or the question in the viewer’s mind that they have to continue watching or continue reading to find out the answer. It’s important to remember that conflict doesn’t always have to be this big dramatic catastrophe. Again, sometimes it’s as simple as a question that you put in the viewer’s mind.   Why is conflict so important for you to use in your marketing and advertising?   When we use conflict, we can guide our audience to where they should put their attention. This is because as humans, we usually pay attention to things that need answers or needs solving. Here’s a perfect example. One of the most popular television shows in recent history is Breaking Bad. How boring would Breaking Bad have been if nothing bad ever happened to Walter White? Nobody would watch the show.   How to implement conflict in your marketing   At the simplest level, start by thinking about what challenges or pain points that your audience faces that your product or service actually solves. Starting with this rather than just coming right out the gate with your features and benefits is going to make your marketing more engaging and more effective. Even better, this is where Story comes in for your marketing and advertising. Let’s say you’re producing client testimonials. Nobody wants to sit and watch or read somebody speaking point blank about how great your company is. But if they start with a story about a problem that they faced or something that stood in the way of them getting what they want and then how you actually helped them get there, that’s going to be so much more relatable to the audience. This is what holds their attention because they want to stick around and find out what happens next. What we’re doing by implementing conflict is we’re creating what’s called “open loops” in the viewer’s mind.  This is what piques their interests and keeps them engaged so they want to find out what the answer. At this point, you will start to see higher engagement rates, longer watch times, and ultimately better results.   Conclusion   So go ahead and give this a try for yourself. When you’re looking at a new marketing campaign or a piece of copy, ask yourself, what’s the conflict here? Is this enough to pique the audience’s interests and does it ultimately lead to our key message to what we’re trying to deliver? As always, let me know your thoughts in the comments. How have you used conflict in the past? Be sure to share this with a friend. --- ## Start telling brand stories that actually matter (plus bonus story prompts) URL: https://wondertreemedia.com/start-telling-brand-stories-that-actually-matter-plus-bonus-story-prompts/ Why must you tell THIS story? What’s the belief burning within you that your story feeds off of? That’s the heart of it. This is rule #14 in the Pixar 22 Rules of Storytelling published by Emma Coats, a Pixar storyboard artist. It’s also one of the places we start when producing branded content for our clients. Ultimately, the best stories that actually move audiences exist for more than just “selling”. Great brand storytelling is no exception. If you’re creating content for your brand (video or otherwise) ask yourself the question:   Why must we tell THIS story?   No industry or business is exempt from this. It doesn’t matter if you’re in IT, consumer goods, healthcare, or franchising lemonade stands. Every brand has the opportunity to connect with their audience at the human (emotional) level by telling stories that stand for something. People choose to purchase from companies that believe in the same things that they believe in. We want to align ourselves with brands that we feel good engaging with. Worried you don’t have an interesting or compelling story to tell? Keep looking further. As long as there are human beings involved, there’s a powerful story to be shared. If you’re still stuck, here are some places to start: What are you curious about as an organization? What impact are you looking to have on your customers’ lives in the long term? What beliefs do you share as an organization that might go against the way things have always been done? How did you come to those beliefs? What obstacles have you overcome that your audience can relate with? How do you want your audience to feel? Then think of experiences in the past that have made YOU feel that way. What are your core values? What examples of those have you seen demonstrated remarkably in the world?   Storytelling is not just about saying what happened. It’s about connecting to the audience through the shared human experience and always keeping in mind the reason why your story MUST be told. If you enjoyed this article, please share with a friend and let us know what you think! --- ## How to Create Personalized Advertising and Marketing | Audience Segmentation URL: https://wondertreemedia.com/peronalized-marketing-audience-segments/ In less than 5 minutes, I explain how you can segment your audiences and create targeted messaging to get the most advertising and marketing results. If you’ve done any advertising on social media platforms such as Facebook, YouTube, or LinkedIn you know how powerful these ad platforms can be for delivering your messages directly to your target audience. With traditional advertising (like TV, Print, and Radio) you have very limited options when it comes to who you can target with your ads. Usually, this is based on location, age, and a few other options. Still, there’s no guarantee that the people you are reaching are in your target audience.   Online advertising brings powerful targeting capabilities   Now, with current social media platforms, it seems that the options are limitless. You can target based on simple demographic choices such as age, location, and gender. But there are even more powerful (and precise) ways of targeting. You can also choose your audience based on interests, job roles, income ranges, lifestyle habits, and a number of other options. This means that your marketing and advertising budget will be maximized and not wasted since you are only serving your message to the people who would benefit and likely be interested in what you offer. But it doesn’t stop there.   Get more results by segmenting your audience and creating personalized content   Now that we know you can choose exactly who to target your ads to, it’s time to get more creative about the ads that you are showing. Gone are the days of creating one video or one marketing message and blasting that out to all of your potential customers or potential clients. Instead, what you should be doing is segmenting your potential clients and customers into different groups and creating very personalized creative messages to each group that will resonate with them much more strongly. The best way to explain this is by giving you examples.   B2B Example   So let’s say you’re a B2B business, so you’re trying to reach other business owners. Maybe you’re a SAAS, or insurance agencey, or similar. I would think about who are your top two to three industries or types of businesses that you tend to focus on and create specific messages for each industry. So for example, let’s say maybe you serve three industries: Healthcare, Construction, and Financial Services. Instead of creating one blanket message and blasting that out to all of these industries and hoping that it drives results, what I would do is create three separate messages. These could be ads, these could be pieces of content, blog posts, videos, etc, and I would make sure that they’re catered to these industries. Then as we spoke earlier about the power of targeting on these modern advertising platforms. You would make sure that you’re serving your healthcare focused ad directly to the health care industry, construction directly to the construction industry, and finances. This strategy even works with cold emailing. Check out our post on using personalized video to improve your cold email response rates.   B2C Example   But this obviously it doesn’t just apply to B2B. This also applies to B2C if you’re selling directly to consumers. Let’s say you’re a lifestyle brand. Perhaps you sell a fitness product or health supplement. So maybe you start with these three segments: Moms, Fitness Enthusiasts, and Working Professionals. Again, you would create three different creative pieces of content and target each audience segment respectively. Make sure that these messages are very tailored. So the one for moms might be a video featuring a mom using your product or using your supplement. Now when you think about it and you combine the power of creating very personalized messages, segmenting your audiences, and serving those to those segments directly, you’re going to get a lot more results out of your marketing because it’s very personalized. I hope you found this tip helpful. I hope more importantly that you actually take it, implement it, test it, see how it works for your business. If you found this useful, share it with someone else who might find this helpful for their business. --- ## LinkedIn Video Marketing | How To Upload and Share Videos on LinkedIn For Maximum Results URL: https://wondertreemedia.com/linkedin-video-marketing/     LinkedIn video has been getting a lot of attention lately. LinkedIn has really claimed it’s place as a B2B content platform. It’s no longer just a place for your online resume. In fact, 71% of B2B marketers say LinkedIn is part of their advertising strategy. However, as with any platform, there are some key best practices that you should keep in mind when you’re creating videos for sharing on LinkedIn. Be sure to follow these tips to ensure that you reach the most people and get more engagement with your videos.   1. Upload Videos Native to LinkedIn   The first key thing is to make sure you’re uploading your videos natively to the LinkedIn platform. This is because LinkedIn wants more video on it’s platform so when you upload natively (rather than sharing a YouTube link, for example) LinkedIn will push your video to more people. To do this, make sure that you are clicking the video icon button and uploading your videos where you would type your post. Again, you don’t want to just copy a link and paste it.   2. Upload Custom Thumbnails   While videos do auto-play in the LinkedIn feed, a thumbnail still shows up while the video is loading. By default, it shows the first frame of the video. This is rarely flattering or eye-catching. Instead, take advantage of creating a custom thumbnail and making it the very first frame of your video. You can do this by using any video editing software to add your custom designed thumbnail into the video as the very first frame and exporting. Now, when you upload your video to LinkedIn it will use that custom thumbnail to show users. If you’re not sure where to start when designing a custom thumbnail, check out Canva.com. This is a great resource to easily create eye-catching thumbnails with their custom templates.   3. Create Custom SRT Captions   When you’re uploading videos to LinkedIn, be sure to upload custom SRT caption files. This is because by default, LinkedIn videos autoplay without sound. You want to ensure that viewers who might not have sound on are still able to watch your videos and understand what’s being conveyed. Use a site like https://www.rev.com to have custom captions made quickly and easily. Then you can upload captions by simply clicking the small pencil icon that shows up when you upload your video before posting. You can also use these captions when posting the video to your website. Use the transcription option as well to build SEO benefits as well.   Conclusion   As with any platform, make sure that the content you are creating is formatted and optimized to get the most out of LinkedIn. Don’t just quickly post a video without ensuring that it’s properly formatted to capture attention and spread further. If you have any other questions about how to use video on LinkedIn, how to create custom thumbnails on LinkedIn, or anything else video marketing related let us know in the comments! --- ## Why Biotech and Life Science Companies Should Be Using Video (Featured Interview on the Life Science Marketing Radio Podcast) URL: https://wondertreemedia.com/why-biotech-and-life-science-companies-should-be-using-video-featured-interview-on-the-life-science-marketing-radio-podcast/   It’s no secret that video is one of the most powerful ways to communicate ideas in an engaging way. You don’t have to look far to find blog posts and articles talking about how video marketing is where you should focus your marketing efforts. So what does this mean if you are a biotech startup or pharma company? Does video make sense for you? If so, at what point should you think about creating videos? I recently had a conversation with Chris Conner on the Life Science Marketing Radio Podcast to discuss everything video strategy for biotechs. Be sure to give it a listen. Here are some of the things we cover: Why it’s not enough to just create any video How to choose a video that aligns with your company objectives How to create marketing that’s relevant to the audience and gets more results How to use video for recruiting top talent and raising capital What type of videos are successful on YouTube? How to build/hire a video team Why biotech startups should be focused on marketing even if they are pre-revenue Much more!   Transcript   Chris:  CJ Thomas is the founder of Wondertree Media, a creative content studio producing video for life-changing brands. CJ, thanks for joining me. CJ:  Thanks, Chris. Stoked to be here. Chris:  I want to tell the listeners before we get started if they want to see a LinkedIn profile done really well, they should go and look at yours because it’s really well written. CJ:  I appreciate that. Chris:  Today, we’re going to talk about video strategy in general and then more specifically about video for biotech startups and how that can and should fit into their marketing strategy. First of all, video is continuing to grow in popularity, right? CJ:  It is, yeah. You don’t have to look too far to see these articles whether it’s on marketing blogs or Ad Age or anything like that, that talk about how important video is. And I think their common headline is that video is the marketing medium. Every year, its … We’re here January 2019. It’s funny, I feel like every year you see these headlines that say,  “This is the year of video,” like video needs to be a part of your marketing. I think, at least on my end, from what I’ve noticed, it’s no secret that businesses should be using video and it’s no secret whether it’s life science or whatever industry we’re talking about that video should be a part of the marketing strategy. I think with that  being said, then it becomes a question of, “Okay, how do we use it properly though?”  It’s not enough just to get a video up, call it good, and we’re happy, move on. We’ll see results. There’s a lot of factors I think that go into creating a video that actually will lead to ROI or whatever that desired outcome is. Chris:  It’s a great point. You might create one great video, but if it’s not doing the right thing,  then you’re not going to get the results you want. How do you advise clients on strategy based on their different objectives and guide them to the right thinking around what kind of videos, how many, what the content is and so on? CJ:  It’s sort of a cliché, but it really does start at getting clear on the objective which actually when it comes to videos is often overlooked. When we looked at video marketing and just producing video content in general, a lot of brands tend to think that if we just create a video about us or about our products or about what we do and we put that up,  that’s going to be the catch‐all piece of content.    And the reality is that every business objective is going to call for a different type of video. And the more we can get clear on what is the outcome that we want to happen,  the better we can inform the actual creative and the type of video or the type of campaign that will produce. For example, if a brand comes and they want to build more  awareness and they want to reach a larger audience, and they’re coming and saying,  “Well, we want to produce something that’s about our team or our product,” that might  not be the best place to start because until you’ve already built that audience and you  have their attention and their engagement, there’s no reason for them to care about  your product ,or your team, or your service or whatever it is.    In that case, we might think about creating some videos that are purely just adding value to the audience, or entertainment, or kind of resonating with what their concerns or their challenges are. It really starts with saying what is the outcome we want to achieve, and then who are we speaking to about this. We all know the importance of understanding the audience when it comes to marketing. So that’s equally as true when you’re looking specifically at video as well. Chris:  I’m going to throw it out there for the audience that I have recently spent a lot of time  on YouTube and not necessarily on a vendor’s side but when you’re talking about just  value added to the customer type of content, I have been looking for a camera and then  other accessories for a camera. And I cannot tell you how many videos I have watched on YouTube to gather that information.    And that was all free valuable content and none of it actually came from the vendor, but that doesn’t mean the vendor couldn’t have done it. Certainly, they have their own videos but they’re fortunate to have influencers who create a lot of interesting content with their equipment that help sell it. That’s one example.  But on the other end of the spectrum, I see companies throw up any video they have on  YouTube because they made one and, of course, sometimes that’s just where they want to host it so they can link or whatever. But with not much thought to titles and descriptions. They just throw it up so they can embed it on their own site and they’re missing the search benefits of having it on YouTube and having an accurate title and description filled with the right keywords and so on. When you’re going to YouTube, if you’re going to put videos on YouTube, what kind of videos make sense? That’s a long way getting around to that. CJ:  Obviously, YouTube is a very attractive platform. It is the second largest search engine in the world right now. But a big piece of it, like you said, a lot of companies are just, “Let’s  repurpose our videos and post them to YouTube and hopefully that will catch some  traffic.” And while of course, it is a great practice to … any videos you create, you might as well put up on YouTube. I’m a huge fan of promoting everything cross‐channel and really getting as much exposure as possible.    When you look at the main purpose on YouTube, especially for brands, being building an audience and really catching that search traffic, it’s looking at what is working on  YouTube. And as you mentioned, you looking for this camera, you’re probably not watching videos that are specifically about a certain type of camera from that company.  You’re looking at videos that might be showing you what to look for or doing product reviews and comparisons. Really on YouTube, what tends to be most impactful is if you focus on content that is either entertaining, educational or inspirational. And I think when it comes to the context of business, the educational tends to be one of the most common ways to go about it whether it’s tips or even a lot of brands and companies now are looking at content marketing and they’re producing blog posts. Well, if you have a member of your team who’s comfortable on camera and can deliver that blog post in a video form as well, then that’s something that can be really powerful on YouTube.    But there are also the optimization factors of ensuring that you have proper keyword research and include that in your description and title tags. Simply, it’s really just deciding what is it that your audience is in search of, what are they actually searching for. And then using those kinds of key terms within your content making sure that’s actually adding value.    I think a lot of times it can be this, “Here’s three reasons why you need to do this,”  which is really kind of a secretive way of us saying, “Buy our products.” That doesn’t really work out so well. It really needs to be something that’s valuable to them whether or not they buy your product and then, of course, optimizing and including that in description, the title and the tags. Those are kind of three big ones but there are some other elements, and I think it’s pretty easy to kind of do a little bit of research and find out what actually really affects your ranking on YouTube.  It’s not quite as complex as Google, but there are some similarities and some key things that can be done to kind of help you rank a little bit higher on the YouTube pages. Chris:  What I really like there, you mentioned a few things. The first one being education,  entertainment or inspiration. And in the podcast world, we use the same three phrases to describe what makes a successful podcast. Ideally, at least two of those if possible,  and if you’ve got all three, great. I like that you mentioned the simple thing where if you had someone who is comfortable in front of a camera to do essentially a video blog or a  vlog, something around your company that would provide value to people.    Again, it doesn’t help your brand to be sneakily promoting your product. It has to be actual value. Some of the examples of my camera search, I’m watching videos now. I  bought the camera. I’m watching how do I use this thing better, tricks to make this thing work better or tricks for video, tricks for low light, tricks for anything you can imagine.  And I’m kind of hooked on that. And that’s just brand loyalty there, even though I’ve already bought it, it’s kind of imprinting the brand on my brain.    The other thing I like about that idea is I’m guessing that you might help someone.  Obviously, you’re not coming out to film a blog every week that a company wants to do that. There is a simple way that they can get set up to be able to create that kind of quick educational content on their own. CJ:  Absolutely. When it comes to creating content, it’s really a long‐term play. It’s not just we’re going to create these three or four videos and that’s going to help us. It can. There are certainly cases where one video makes all the difference and you see some real  traction from that. But when it comes to getting the most benefits out of content  marketing, aside from ensuring that you’re really just creating things that are of value to  the audience, it also comes down to just consistency and frequency.    So giving them a schedule where your audience can expect things on a regular basis and  that you’re creating things on a consistent basis in getting a good amount of content out  there that’s going to help build that brand authority. But with that, that becomes a thing  where you got to look at how do you lower that barrier of entry or that kind of required  effort.    When we’re working with clients, a lot of times the actual videos that we produce are a  little bit more those higher end whether it’s brand promotional pieces or product  release, or story‐driven videos that are evergreen for bigger campaigns. But when it comes to consistent content, a lot of times we’re just kind of consulting on the actual  how do you figure out what you talk about, how do we implement it.  And then when it comes to the actual production, there are ways to do it whether it’s as  simple as getting your own little studio setup in your office or finding someone who might be a little bit more of like an entry‐level filmmaker who can just get those basics  of getting a quality video for you that might not be the most sexy video. A lot of  times on YouTube, it doesn’t necessarily have to be. It just has to be really great  content.   Really focusing on that frequency and just making it as easy as possible and part of the  workflow. I was actually speaking with a client today on the phone, and when we’re  talking about content strategy and I told them that right now, because they’re really  busy right now and they’re looking at facing a little bit of a slower time like, “Well, hey,  this is when we want to get content marketing going.”    I actually suggested, “Well, let’s try to get the systems and get everything going now  while you’re busy,” because what happens is if you start content marketing while you’re  a little bit slower or while, say, you’re revving up for a launch or new development, it’s  easy to get going then. And then when things get busy, it’s like, “Okay, we don’t have  time for this anymore,” like, “That was fun but we’re busy now. We don’t need to do this anymore.”    But if you can really keep it going consistently no matter what phase your business is in,  that’s when you’ll start to see those long‐term benefits start to build. Chris:  Yes, that is music to my ears as a content marketer. That’s why this podcast comes out every other week for the last four years, and it is definitely a long‐term game and I can’t emphasize enough as you say. You’ve got to be ready ahead of time and just getting in the groove of making that content when there is no immediate pressure. We’ll make it… You’ll find the pace where you can reliably create content on a schedule and keep it up. And you’ll see the value and make sure that you do keep it up when you get busy around the launch. CJ:  Definitely, yeah. Chris:  Let’s shift gears a little bit and talk about, because you mentioned this, small biotech companies. Imagine small biotech is pre‐revenue. They’re not selling products yet.  They’re at that stage of their business and it’s an entirely different business than many others. What’s the opportunity there for using video? CJ:  As a video agency, we work with a lot of life science companies and a lot of them are startups. And for the startup, when you’re talking biotech, of course, we’re looking at pre‐revenue. They’re not necessarily commercial yet. They don’t have FDA approval, so there’s no revenue.   A lot of times, I think, these startups can slide into that mode of purely focusing on, say,  raising capital, bringing in talent and R&D which I think is great. Obviously, those are very key things to focus on pre‐revenue. But I think when you look at other industries,  whether it’s consumer products or lifestyle brands, one thing that they tend to do right or at least the ones that are successful is they focus on marketing at the get‐go.    Marketing should be a part of the conversation from the very first stage, from early product development because marketing can really inform product development and vice versa, and really understanding your audience. And the more you market and see results whether you’ve been marketing proofs-of-concept or things like that, you can get more of an understanding and more data around your audience and what they really desire or what their challenges are and find that place of differentiation that can inform and ultimately lead to a better product.    And also, really start to build those systems again so that way when you are launched  and you are commercial, it’s not, “Okay, now, how do we market this?” We kind of already have these steps in play and those that foundation built from the onset. Chris:  Right. It’s a communication channel that goes both ways. You create a video and you put  it out there. You get feedback on it and you’re telling stories so people are attracted to your business and they want to learn more. They can’t help … At some point, a real conversation is going to be started by this thing and people are going to start giving you feedback, “Oh, I love what you’re doing there or I wish it had this. I wish it had that,”  right? CJ:  Absolutely, yeah. And I think the other key point here though for pre‐revenue is that one of the biggest things, video specifically is not just a marketing tool. We’ve worked with a number of startups where we’ll actually create videos for them as a tool for raising capital.  I’ve actually had a client who, they have a med device and they came to us. We produced just a couple of short videos that were from their trials where the product is actually being used. The device is being used and we’re showing the real‐time results proving that it works.    And they’re actually using that in their pitches to investors and it’s really helping out. I  actually had a conversation recently with the CEO and he was telling me, “Our first rounds,” because this was there, I believe their series A round. And they’re telling me that their first round, their seed round, they would talk to these investors and show charts,   graphs, statistics. And no matter what they threw at the investors, they’d be met with skepticism.  But when they showed this short one to two‐minute video that’s showing their device being used and showing that it actually works, by that time, the investors, they’re hooked. They believe in the product. That’s just one example of how video can be used aside from just marketing but as a tool specifically for biotech and life science brands to help them get ahead and get the edge. Of course, there are some technical considerations when it comes to introducing video and a pitch to investors. There are some risks there and you definitely want to make sure your technology is dialed in. You don’t want any hiccups there but that’s certainly achievable and something that might make sense for certain companies. Even just for purely just recruiting top talent, we’ve used videos for things like that. As I said, it’s really not just a marketing tool. Video can be used for so many things on so many different scales. Chris:  And I think people should keep in mind that, yeah, if you’re shooting even a product video or you’re getting ready to make this marketing video or an investor video, that a  lot of the expense that goes to you is just showing up with all your gear. And you’re on site and maybe there’s idle time between shots but shoot something. And then think about all the other ways you’re going to be able to use it down the road whether it’s B‐ roll or A‐roll and recruiting and all those other things that you can get a lot out of it for the time you’re spending on site. CJ:  Yeah, absolutely. I’m a huge fan of repurposing content. Again, as long as though we’re always keeping in mind our north star, that outcome that we’re looking to drive. But once we’re in there, and we’re actually creating content however we can repurpose it to ensure that we’re getting the most bang for the buck and getting the most results for the clients. I’m always a fan of looking at that.  Chris:  All right. Let’s talk about storytelling. Give some examples beyond what you just did which is a perfectly good example, but stories that companies should be told to get their message across and in an effective way. CJ:  Our motto is “show, don’t tell”. That’s the power of storytelling, is being able to show someone what you’re trying to convey and not just outright say it. One of my  biggest pet peeves in marketing is when brands, and you see this a lot in the B2B space  throughout these broad buzz words like, “We’re innovative, we’re disruptive, we’re game changers.”    And that’s fine and those are great traits to aspire to but when you’re using that in your marketing materials whether it’s video or websites or whatever, it doesn’t really do much for the audience because, for one, we’ve heard those terms so many times. We’re almost numb to them. And it’s kind of a cliché and there’s no proof. There’s no reason to actually believe that.    That’s one example of where I think story is really powerful is, instead of saying that  you’re innovative, try telling a story of a way that you’ve innovated in your industry or  the way you’ve innovated on your products or something you’ve actually done that is  innovative, and that will go a lot further.    And it might feel risky to say, well, we’re not outright saying that we’re innovative but that’s what we want the audience to know. But the beauty of storytelling is that it’s one of the oldest forms of communication and everyone can relate and that relatability is what we want to strive for. And so being able to really tell a story that supports what you want your audience to understand rather than just outright stating it really goes a  lot deeper. And there’s science to why that works too. There’s science to why people get addicted and go on binges with TV shows it’s because of the story. The story hooks us in it. It keeps us interested.    That’s why it’s so important and why storytelling is really such a buzzword right now. Going back to even content marketing, people are at an increasing rate cutting the cord as they say. TV is dropping. People are going to Netflix or Hulu and anyway they can really get away from advertising is a big thing.    One of our big mental shifts in the thing that we like to look at when we’re working with clients is how do we make this video content that we’re producing for a brand or a  product, how do we make that the TV show and not the commercials in between the TV  shows? Something that’s actually interesting and engaging to the audience. Like I said before, it all comes down to understanding your audience and knowing them and knowing what truly matters to them. Far too many businesses, I think, and I don’t mean to downplay other companies I’ve fallen to this pitfall myself sometimes but I think so far too often in business, we tend to talk about ourselves. “Here’s why we’re so great,” or “Here are awards we’ve  won,” or “What makes our product so awesome.” And again, there’s no reason for the audience to care about that until we established that reason.    And so it’s really starting with making the audience the hero of the story and making them the main character and really making sure that our marketing kind of all revolves around the audience and what their needs are. It’s kind of a long way to answering your question, but ultimately, it’s really the stories, that show don’t tell and are relatable to the audience that is most effective to brands. Chris:  Yeah, I don’t think we can hammer that home enough. That certainly has come up previously on the podcast. But you can’t say it enough about telling a story. People remember those things. They go deeper and it’s about making the audience the hero and not yourself.    Let’s wrap up by … We had a previous conversation we talked about building marketing into the product, and really not every product can have marketing built‐in maybe like an iPhone, but making customer experience, starting that customer experience journey even before the launch, for example, of biotech is pre‐revenue. Talk about that and how video fits into that. CJ:  As I spoke to before, obviously, marketing should be a part of the conversation early on.  For video specifically, some of the ways that video can be useful are, again, proof of concept. Sometimes, we’ll produce videos for a biotech startup when they’re at the napkin stage. We just have an idea that we don’t even have a prototype but we want to get proof of concept. Creating these videos and taking them to trade shows or investor meetings to get that feedback on the concept is really huge.    And then there’s even more very tactical, ninja ways to where if you’re creating certain ads and you can kind of split test these audiences and these creatives to see what people respond to the most. And that can help inform marketing as well. I think it really is just kind of looking holistically, what is the purpose of our business really. What are we trying to achieve for this audience and how can we work from the onset to ensure that our communications are aligned and further feed into the actual R&D process? Chris:  Yeah. It’s never too early to start telling that story and getting that conversation started.  I think all this has been hugely informative, and I’m going to recommend people visit your site. Can I put a link in the show notes? Where should people go to find out more about you? CJ:  Yeah, for sure. A website is a great place, just WondertreeMedia.com. And then if people want to actually click over to the Insights tab, that’s actually our blog. And there’s a lot more that kind of dives into being able to create content or look at how you can create more effective marketing messaging whether it’s a biotech or really any sort of business. There’s a lot of really great video and blog content in there.    Just one thing I want to mention too as well for brands and businesses that are starting to look at actually producing video whether doing it themselves or hiring a firm is just understanding that kind of like we started in the beginning, it’s not enough just to produce a video. It’s really about understanding what is the video about. So, for us, 80%  of the work is really before we even touch a camera. It’s getting crystal clear on the messaging and ensuring that that’s aligned with the strategy.    Just one of the biggest pieces of advice that I give to businesses who are looking to hire a team or create video content is doing the proper vetting and making sure that somebody is in charge of helping out with that. We’re not just hiring, say, videographers or video team who understand lights and cameras which is amazing and can get you high‐quality content but ensuring that there’s that messaging component as well that’s accounted for. Chris:  Great advice. Well, CJ Thomas, thank you so much for spending the time with me today. CJ:  Yeah, you got it. Thanks, Chris. I really appreciate it and enjoyed the conversation.         --- ## How to Do Audience Research to Gain Insights Into Your Target Audience | Marketing Research Tips URL: https://wondertreemedia.com/how-to-do-audience-research-and-gain-insights-into-your-target-audience-marketing-research-tips/   When you’re setting out to create a new marketing campaign, website, or any other promotional materials one of the most important things you can do is audience research. In the old days, this was accomplished by compiling expensive focus groups and making a best-educated guess as to what the consumer ultimately wants. Luckily, the internet has opened up a myriad of ways for us to gain valuable insights into our target audience without spending tons of money or even having to have an existing audience. Still, many people are not taking advantage of the free tools that when used properly can help you get that edge for your marketing to create a more compelling message that drives the desired action you’re looking for. Here are two of our favorite “ninja” ways to research a target audience and really learn about their online behaviors, challenges, desires, lifestyle, and even the way they speak about your industry.   Facebook Audience Insights Tool   Audience insights is a great tool that Facebook offers to advertisers that utilize the platform. However, the good news is that you do not need to spend money on Facebook Ads to utilize this tool. All you need to do is set up a Facebook Ad account (which is free to set up) if you don’t already have one. Audience Insights is great because it allows you to find out some really valuable information about the audience that you’re looking to reach. You can learn about things like: Basic demographics like age, location, and gender Lifestyle information like relationship status, job roles, and education level Audience interests like publications, influencers, brands, etc Online behavior including the devices that your audience use All you have to do is open up the Audience Insights tool, then start adding interests, job roles, and any other information that you already have on your target audience. Then Facebook Audience Insights will show you valuable data gathered from Facebook users. Be sure to watch the video above to learn how to use the tool and see some examples.   Review Sites (Amazon, Yelp, etc)   Another great way to learn about your target audience is by looking at online review sites like Yelp and Amazon. You can look at not only your own reviews but also the reviews of competitors or other products/services that your target audience may use. By spending time reading reviews left by your target audience you will gain a lot of valuable insight into what their challenges, pain points, desires, and frustrations are. The other really great thing about reading review sites is that you begin to learn the language of your audience.  As marketers and business owners, we can sometimes fall into the trap of creating our own “sexy” language of what we think our audience wants to hear. We use phrases like “innovation” or “technologically advanced”. However, as humans, we resonate stronger with people (or brands) that look and sound just like us. As you are looking through reviews on your products or related products, be sure to pay attention and take note of the phrases that people are using to describe their challenges or the benefits they are seeking. These will be powerful for you to keep in mind when writing copy for ads or marketing materials.   Conclusion Audience research can actually be a lot of fun when you start to get real data and information that will help inspire new ideas for content, advertising, and even product development. Take advantage of these tools and let us know how it works out for you!   --- ## 3 Tips to Build Trust and Create Better Marketing with Storytelling URL: https://wondertreemedia.com/tips-storytelling-in-marketing/   Every year, companies and brands of all sizes pour billions of dollars into advertising and marketing. And rightfully so. What good is the next life-changing technology or impactful service if nobody knows about it. But sometimes, it seems like there can be a disconnect between the brand and the consumer. We’re constantly surrounded by ads and marketing materials that seem to be more catered to the Board of Directors or executive team than to the end consumer that is meant to be served. This can mean wasted advertising dollars and resources. Not only that but if your marketing isn’t relatable or authentic to the audience, you could be causing long-term damage to your brand. Here are 3 tips that you and your marketing team can implement to ensure that your marketing builds trust and ultimately leads to more results.   1. Show, Don’t Tell   Far too many businesses are making bold claims about how they can “get you to the next level” or “make a happier and healthier you”.  Or how many times have you seen a business commercial where they claim to be “innovative” or “disruptive” with nothing to back it up? Whether is promoting innovation, company culture, or the benefits you bring, I want you to make this your mantra when marketing from now on: Show, Don’t Tell. Instead of claiming how “innovative” you are. Give an example of something your company has done to innovate in your space. Instead of simply stating that you have a great company culture, tell a story of how an employee or customer’s life was positively impacted as a result of having a great culture. At first, it might feel risky to not outright say what you want your audience to take away, but as long as your story is a clear example of what you are trying to promote, it will work. And even better, it will help build trust because you are showing real impact, not just throwing out corporate buzzwords.   2. Stop Talking About Yourself   Nobody cares about your industry awards, large team of employees, or advanced technology. At least not yet. Not until you give them a reason to care. Humans are largely driven by the question of “What’s in it for me?” It doesn’t mean we’re all selfish. From an evolutionary perspective, this was key survival. So before you start bragging about how awesome your company is or how great your products are you must first speak to the needs of your audience. How can you do this? Start by putting them at the center of your marketing messaging. Make them the hero of the story. Your job is to help them on their journey. Once you’ve identified and addressed their challenges, dreams, and desires then you can speak about how your org or your product is best suited to help them on their path. But be sure to always keep it relevant to your audience and think “What’s in it for them?”   3. Focus on Emotional Impact over Statistics   It’s been proven that we usually make our decisions based on emotion, then reason with logic. When you’re creating any marketing materials whether it’s advertisements, videos, brochures, or even pitch decks focus on creating an emotional response in the audience. While facts and figures can be powerful for building credibility, they are just not that relatable. Of course, people want to see results. But most importantly, how will those results positively impact your customers lives on an emotional level. For example, there’s a tendency in the B2B world to believe that business owners only care about ROI or quantifiable growth. Obviously, these things are very important to speak to and are going to be big drivers in the decision-making process. But if you can just look a layer deeper and think about how those results will make your clients feel your marketing will become much more powerful.   Conclusion   As you are creating marketing materials and campaigns moving forward, think about these three mantras: Show, Not Tell What’s In It For Them? How Do We Want the Audience to Feel? Maybe even print them out and post them up on your wall or in your marketing department. This will ensure that your marketing if more authentic, relevant, and trustworthy. Which means more results and less guesswork. Are there any other mantras that you live by for your marketing? Let us know in the comments and share with a fellow marketer/business leader. --- ## What Is The Right Video Length For Video Marketing, Advertising, and Branding? URL: https://wondertreemedia.com/perfect-video-length-for-business-marketing/   When we are talking to brands about how they can leverage video, we are frequently asked: “How long does the video need to be?” And it makes sense that this would be one of the first questions that come up. There is no shortage of online blogs, articles, and courses that talk about video marketing pushing broad blanket statements about how the video “has to be short” or “no longer than 1 minute”. Why video length isn’t the place to start While I’m not arguing that videos shouldn’t be short, the video length is usually not the correct place to start when planning a video or campaign. There are a number of factors that are much more important to determine before thinking about how long the video should be. Some of these factors are: What is the target outcome of the video or campaign? Who is the target audience? What matters most to them? Where is your audience in the customer journey? What is the key message? What platform will the video live on?   Now that we’ve decided on a strategy, how long should the video be? Despite what you might read from the “video marketing gurus” there are no hard rules or magic formula’s here. However, our rule when it comes to creating videos is this:   As long as it needs to be to achieve the target outcome, but absolutely no longer.   This means that yes it is important to be looking at how you can cut the video down. But this must be done without sacrificing valuable information or story development that will help maintain audience engagement and drive action. Of course, each platform will have its limitations. For example, you might be running a 6-second YouTube pre-roll ad or 30-second television spot. But beyond that, we recommend focusing more on telling a great story. Then you will have more room to maintain audience attention. The quality of the video and storytelling is more important than the length This is why we can’t stand watching even a 15-second advertisement that’s aggressively pushing a product but we will pay to watch a 2-hour movie. Again, the quality of the story is what matters most. I hope you found this helpful. Feel free to share with a friend and let us know what you thought in the comments! --- ## Supercharge Your B2B Email Sales and Prospecting with this Free Tool URL: https://wondertreemedia.com/b2b-sales-prospecting-email-tool/ Watch this video to learn how you can increase your response rates to your emails and ultimately get more sales. Struggling with B2B sales email and prospecting? We recently asked some of our clients what their biggest marketing/sales challenge was and you want to know what they said? Reaching the decision maker. This is always a challenge whether it’s cold emailing, cold calling, or advertising. We need to change the way we email sales prospects. Let’s face it. Cold emailing is never fun. It’s impersonal. It feels sleazy and even if you’re doing everything right, you probably seldom get a response. You know the phrase…”It’s a numbers game!”. When you do get a response, you spend hours getting to know what the prospective client’s needs are and preparing a beautiful proposal. But when you send it, things go silent. Sound familiar? Luckily, there is a simple and easy way that you can make your cold emails stand out, build more trust, and improve the success rate of your proposals. Enter personalized videos. There are some great free tools online (we love Soapbox by Wistia) that allow you to record a personalized video with your webcam as well as record your screen. This is powerful for so many applications. You can use it when you are prospecting, cold e-mailing, sending proposals and presentations, as well as staying in touch with current clients. Soapbox allows you to also include a clickable call-to-action link at the end then easily edit and share the videos. Some Tips for Creating Personalized Videos Be sure that you are in a quiet environment for optimal sound quality. Tidy up your background and dress well. Look professional! If possible, try to position yourself in front of a window or somewhere with clean flattering lighting. Refer to our post on 5 questions that you must ask when producing a video to ensure that you’re creating an effective message. Check out the video above for more specifics on our favorite tool for creating personalized videos and examples on how you can use them for your own business. If you implement this tool, you will start to see a huge impact on your B2B sales email and prospecting results. If you found this helpful, feel free to share with a fellow B2B sales person. --- ## Home URL: https://wondertreemedia.com/ Commercial film production studio based in San Diego, CA Whether you are developing new life-changing technology or trying to drive awareness, the growth of your organization is dependent on your ability to communicate in a way that moves audiences on an emotional level. Telling powerful stories that generate results is no easy undertaking. This is why we believe you deserve more than some generic corporate explainer video. Let's put an end to the corporate buzzword machine Full-service production team Creative Development An effective film begins and ends with a strong creative concept. We don’t touch a single camera until we have a strong story and total aligment of all project stakeholders. Film Production As a full-service production company, we can be as nimble as necessary or scale up the production team to meet the needs of any project type. Post-Production From editing and motion graphics to sound design, color grade, and custom score, we craft compelling films that feel human-made. No AI slop here. Our clients Trusted by clients in the technology, life-science, venture capital, and government industries Have a project in mind? Get In Touch --- ## Contact Us URL: https://wondertreemedia.com/contact/ Get In Touch Name Email Address Message SuBMIT Contact Info  Our Office 3047 University Ave, Unit 302San Diego, CA 92104 } Open Office Hours M-F: 9am – 6pm v Get In Touch cj@wondertreemedia.com(619) 494-1203 FollowFollowFollow --- ## About Us URL: https://wondertreemedia.com/about/ Humans crave great stories. Not facts and features. Award Winning Creative Video Agency based in San Diego, CA   View Our Work What We Do  Story Discovery and Development Every great campaign starts with a unique idea focused on a clear objective.  Produce Compelling Creative Our creative team employs a relentless focus on quality and emotional impact.  Partner for Results We don’t just send you a video file. We work with you to ensure that your videos are utilized and optimized for maximum business impact. We’re a close-knit team of creatives who have been obsessed with commercial filmmaking for more than a decade. We take the work seriously. But we never take ourselves too seriously. Our core team is small and mighty but as a full-service production company we quickly scale up to meet the demands of any production. We believe a shoot day is only as strong as the creative and preparation that comes before it. That’s why we sweat the small stuff and achieve alignment from the start of every project.  Capabilities As a full service video production agency, we have capabilities to handle all aspects of production from coming up with initial concepts to delivering a polished edit ready for any platform.  Creative Story Discovery & Writing Creative Development Copywriting Casting Location Scouting Production Design Production Bespoke Production Team: Director Producer Director of Photography Lighting Design Grip & Electric Audio Tech DIT Camera Car Arial Cinematography Custom Camera and Lens Packages Post Online/Off-Line Editing Animation and Motion Design 3D Tracking and Composite Custom Music Composition and Production Sound Design & Foley Audio Engineering/Sound Mix Professional Color Color Grading --- ## Work URL: https://wondertreemedia.com/work/ --- ## Work URL: https://wondertreemedia.com/work-old/ Recent Work Below are a few examples of videos and campaigns that we've recently produced with some of best clients and partners. MemorialCare Foundation Grateful Patient Stories LunaDNA Member Story - Meet Ellis BlackVue LTE Product Commercial Michelin EV Tires Short Documentary Film Continental Tires Motortrend - Branded Content Series Allstate Security Services Web Commercial Align Builders Building Together National University Sanford Harmony NYC Connect w/ SDVG Business Leader Stories --- ## TOS URL: https://wondertreemedia.com/privacy-policy/ PRIVACY NOTICE Last updated December 15, 2020 Thank you for choosing to be part of our community at Wondertree Media (“Company“, “we“, “us“, “our“). We are committed to protecting your personal information and your right to privacy. If you have any questions or concerns about this privacy notice, or our practices with regards to your personal information, please contact us at cj@wondertreemedia.com.   When you visit our website http://www.wondertreemedia.com (the “Website“), and more generally, use any of our services (the “Services“, which include the Website), we appreciate that you are trusting us with your personal information. We take your privacy very seriously. In this privacy notice, we seek to explain to you in the clearest way possible what information we collect, how we use it and what rights you have in relation to it. We hope you take some time to read through it carefully, as it is important. If there are any terms in this privacy notice that you do not agree with, please discontinue use of our Services immediately.   This privacy notice applies to all information collected through our Services (which, as described above, includes our Website), as well as, any related services, sales, marketing or events.   Please read this privacy notice carefully as it will help you understand what we do with the information that we collect.   TABLE OF CONTENTS   1. WHAT INFORMATION DO WE COLLECT? 2. HOW DO WE USE YOUR INFORMATION? 3. WILL YOUR INFORMATION BE SHARED WITH ANYONE? 4. DO WE USE COOKIES AND OTHER TRACKING TECHNOLOGIES? 5. IS YOUR INFORMATION TRANSFERRED INTERNATIONALLY? 6. HOW LONG DO WE KEEP YOUR INFORMATION? 7. HOW DO WE KEEP YOUR INFORMATION SAFE? 8. DO WE COLLECT INFORMATION FROM MINORS? 9. WHAT ARE YOUR PRIVACY RIGHTS? 10. CONTROLS FOR DO-NOT-TRACK FEATURES 11. DO CALIFORNIA RESIDENTS HAVE SPECIFIC PRIVACY RIGHTS? 12. DO WE MAKE UPDATES TO THIS NOTICE? 13. HOW CAN YOU CONTACT US ABOUT THIS NOTICE? 14. HOW CAN YOU REVIEW, UPDATE OR DELETE THE DATA WE COLLECT FROM YOU? 1. WHAT INFORMATION DO WE COLLECT? Information automatically collected In Short:  Some information — such as your Internet Protocol (IP) address and/or browser and device characteristics — is collected automatically when you visit our Website. We automatically collect certain information when you visit, use or navigate the Website. This information does not reveal your specific identity (like your name or contact information) but may include device and usage information, such as your IP address, browser and device characteristics, operating system, language preferences, referring URLs, device name, country, location, information about how and when you use our Website and other technical information. This information is primarily needed to maintain the security and operation of our Website, and for our internal analytics and reporting purposes. 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Information collected from other sources In Short:  We may collect limited data from public databases, marketing partners, and other outside sources. In order to enhance our ability to provide relevant marketing, offers and services to you and update our records, we may obtain information about you from other sources, such as public databases, joint marketing partners, affiliate programs, data providers, as well as from other third parties. This information includes mailing addresses, job titles, email addresses, phone numbers, intent data (or user behavior data), Internet Protocol (IP) addresses, social media profiles, social media URLs and custom profiles, for purposes of targeted advertising and event promotion. 2. HOW DO WE USE YOUR INFORMATION? In Short:  We process your information for purposes based on legitimate business interests, the fulfillment of our contract with you, compliance with our legal obligations, and/or your consent. We use personal information collected via our Website for a variety of business purposes described below. We process your personal information for these purposes in reliance on our legitimate business interests, in order to enter into or perform a contract with you, with your consent, and/or for compliance with our legal obligations. We indicate the specific processing grounds we rely on next to each purpose listed below. We use the information we collect or receive: To facilitate account creation and logon process. If you choose to link your account with us to a third-party account (such as your Google or Facebook account), we use the information you allowed us to collect from those third parties to facilitate account creation and logon process for the performance of the contract. To post testimonials. We post testimonials on our Website that may contain personal information. Prior to posting a testimonial, we will obtain your consent to use your name and the content of the testimonial. If you wish to update, or delete your testimonial, please contact us at __________ and be sure to include your name, testimonial location, and contact information. Request feedback. We may use your information to request feedback and to contact you about your use of our Website. To enable user-to-user communications. We may use your information in order to enable user-to-user communications with each user’s consent. To manage user accounts. We may use your information for the purposes of managing our account and keeping it in working order. To send you marketing and promotional communications. We and/or our third-party marketing partners may use the personal information you send to us for our marketing purposes, if this is in accordance with your marketing preferences. For example, when expressing an interest in obtaining information about us or our Website, subscribing to marketing or otherwise contacting us, we will collect personal information from you. You can opt-out of our marketing emails at any time (see the “WHAT ARE YOUR PRIVACY RIGHTS” below). Deliver targeted advertising to you. We may use your information to develop and display personalized content and advertising (and work with third parties who do so) tailored to your interests and/or location and to measure its effectiveness. 3. WILL YOUR INFORMATION BE SHARED WITH ANYONE? In Short:  We only share information with your consent, to comply with laws, to provide you with services, to protect your rights, or to fulfill business obligations. We may process or share your data that we hold based on the following legal basis: Consent: We may process your data if you have given us specific consent to use your personal information for a specific purpose. Legitimate Interests: We may process your data when it is reasonably necessary to achieve our legitimate business interests. Performance of a Contract: Where we have entered into a contract with you, we may process your personal information to fulfill the terms of our contract. Legal Obligations: We may disclose your information where we are legally required to do so in order to comply with applicable law, governmental requests, a judicial proceeding, court order, or legal process, such as in response to a court order or a subpoena (including in response to public authorities to meet national security or law enforcement requirements). Vital Interests: We may disclose your information where we believe it is necessary to investigate, prevent, or take action regarding potential violations of our policies, suspected fraud, situations involving potential threats to the safety of any person and illegal activities, or as evidence in litigation in which we are involved. More specifically, we may need to process your data or share your personal information in the following situations: Business Transfers. We may share or transfer your information in connection with, or during negotiations of, any merger, sale of company assets, financing, or acquisition of all or a portion of our business to another company. Other Users. When you share personal information or otherwise interact with public areas of the Website, such personal information may be viewed by all users and may be publicly made available outside the Website in perpetuity. Similarly, other users will be able to view descriptions of your activity, communicate with you within our Website, and view your profile. 4. DO WE USE COOKIES AND OTHER TRACKING TECHNOLOGIES? In Short:  We may use cookies and other tracking technologies to collect and store your information. We may use cookies and similar tracking technologies (like web beacons and pixels) to access or store information. Specific information about how we use such technologies and how you can refuse certain cookies is set out in our Cookie Notice. 5. IS YOUR INFORMATION TRANSFERRED INTERNATIONALLY?      In Short:  We may transfer, store, and process your information in countries other than your own. Our servers are located in. If you are accessing our Website from outside, please be aware that your information may be transferred to, stored, and processed by us in our facilities and by those third parties with whom we may share your personal information (see “WILL YOUR INFORMATION BE SHARED WITH ANYONE?” above), in and other countries. If you are a resident in the European Economic Area, then these countries may not necessarily have data protection laws or other similar laws as comprehensive as those in your country. We will however take all necessary measures to protect your personal information in accordance with this privacy notice and applicable law. 6. HOW LONG DO WE KEEP YOUR INFORMATION? In Short:  We keep your information for as long as necessary to fulfill the purposes outlined in this privacy notice unless otherwise required by law. We will only keep your personal information for as long as it is necessary for the purposes set out in this privacy notice, unless a longer retention period is required or permitted by law (such as tax, accounting or other legal requirements). No purpose in this notice will require us keeping your personal information for longer than 6 months. When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymize such information, or, if this is not possible (for example, because your personal information has been stored in backup archives), then we will securely store your personal information and isolate it from any further processing until deletion is possible. 7. HOW DO WE KEEP YOUR INFORMATION SAFE? In Short:  We aim to protect your personal information through a system of organizational and technical security measures. We have implemented appropriate technical and organizational security measures designed to protect the security of any personal information we process. However, despite our safeguards and efforts to secure your information, no electronic transmission over the Internet or information storage technology can be guaranteed to be 100% secure, so we cannot promise or guarantee that hackers, cybercriminals, or other unauthorized third parties will not be able to defeat our security, and improperly collect, access, steal, or modify your information. Although we will do our best to protect your personal information, transmission of personal information to and from our Website is at your own risk. You should only access the Website within a secure environment. 8. DO WE COLLECT INFORMATION FROM MINORS? In Short:  We do not knowingly collect data from or market to children under 18 years of age. We do not knowingly solicit data from or market to children under 18 years of age. By using the Website, you represent that you are at least 18 or that you are the parent or guardian of such a minor and consent to such minor dependent’s use of the Website. If we learn that personal information from users less than 18 years of age has been collected, we will deactivate the account and take reasonable measures to promptly delete such data from our records. If you become aware of any data we may have collected from children under age 18, please contact us at __________. 9. WHAT ARE YOUR PRIVACY RIGHTS? In Short:  You may review, change, or terminate your account at any time.   If you are a resident in the European Economic Area and you believe we are unlawfully processing your personal information, you also have the right to complain to your local data protection supervisory authority. You can find their contact details here: http://ec.europa.eu/justice/data-protection/bodies/authorities/index_en.htm. If you are a resident in Switzerland, the contact details for the data protection authorities are available here: https://www.edoeb.admin.ch/edoeb/en/home.html. Cookies and similar technologies: Most Web browsers are set to accept cookies by default. If you prefer, you can usually choose to set your browser to remove cookies and to reject cookies. If you choose to remove cookies or reject cookies, this could affect certain features or services of our Website. To opt-out of interest-based advertising by advertisers on our Website visit http://www.aboutads.info/choices/. 10. CONTROLS FOR DO-NOT-TRACK FEATURES Most web browsers and some mobile operating systems and mobile applications include a Do-Not-Track (“DNT”) feature or setting you can activate to signal your privacy preference not to have data about your online browsing activities monitored and collected. At this stage no uniform technology standard for recognizing and implementing DNT signals has been finalized. As such, we do not currently respond to DNT browser signals or any other mechanism that automatically communicates your choice not to be tracked online. If a standard for online tracking is adopted that we must follow in the future, we will inform you about that practice in a revised version of this privacy notice.  11. DO CALIFORNIA RESIDENTS HAVE SPECIFIC PRIVACY RIGHTS? In Short:  Yes, if you are a resident of California, you are granted specific rights regarding access to your personal information. California Civil Code Section 1798.83, also known as the “Shine The Light” law, permits our users who are California residents to request and obtain from us, once a year and free of charge, information about categories of personal information (if any) we disclosed to third parties for direct marketing purposes and the names and addresses of all third parties with which we shared personal information in the immediately preceding calendar year. If you are a California resident and would like to make such a request, please submit your request in writing to us using the contact information provided below. If you are under 18 years of age, reside in California, and have a registered account with the Website, you have the right to request removal of unwanted data that you publicly post on the Website. To request removal of such data, please contact us using the contact information provided below, and include the email address associated with your account and a statement that you reside in California. We will make sure the data is not publicly displayed on the Website, but please be aware that the data may not be completely or comprehensively removed from all our systems (e.g. backups, etc.). 12. DO WE MAKE UPDATES TO THIS NOTICE?        In Short:  Yes, we will update this notice as necessary to stay compliant with relevant laws. We may update this privacy notice from time to time. The updated version will be indicated by an updated “Revised” date and the updated version will be effective as soon as it is accessible. If we make material changes to this privacy notice, we may notify you either by prominently posting a notice of such changes or by directly sending you a notification. We encourage you to review this privacy notice frequently to be informed of how we are protecting your information. 13. HOW CAN YOU CONTACT US ABOUT THIS NOTICE?      If you have questions or comments about this notice, you may email us at __________ or by post to: Wondertree Media 3047 University Ave Unit 205 SAN DIEGO, CA 92104 United States 14. HOW CAN YOU REVIEW, UPDATE, OR DELETE THE DATA WE COLLECT FROM YOU?      Based on the applicable laws of your country, you may have the right to request access to the personal information we collect from you, change that information, or delete it in some circumstances. To request to review, update, or delete your personal information, please submit a request form by clicking here. We will respond to your request within 30 days. This privacy policy was created using Termly’s Privacy Policy Generator. --- ## Our Work URL: https://wondertreemedia.com/work-2/ Recent Work Below are a few examples of videos and campaigns that we've recently produced with some of best clients and partners. [ess_grid alias="grid-3"] --- ## Michelin – EV Tire Series URL: https://wondertreemedia.com/michelin-ev/ FEATURED PROJECT MICHELIN EV TIRES SERIES Project Overview Our partnership with MotorTrend group resulted in a series of engaging videos that serve as companion pieces to editorial articles. The videos shed light on the importance of choosing the right tire for electric vehicles, with a focus on performance, efficiency, and ride comfort. We achieved this by featuring expert discussions, real-life testing, and even recruited the talents of an amateur drift racer to put the tires to the test. The videos offer a comprehensive look at how different types of tires impact the performance of electric vehicles. We explore the pros and cons of various tire models and showcase how they impact acceleration, handling, and range. Through our approachable, informative, and entertaining videos, we aimed to provide viewers with a greater understanding of the important role that tires play in maximizing the performance of electric vehicles.   Our Approach MotorTrend Group approached us as a trusted production partner to help bring the concept to life. We cast the best possible hosts for each video concept as well as scouted locations that would not only be visually appealing but also put the tires to the test. This involved extensive permitting and road closures within Los Angeles and Ventura County.  We then assembled a full production team including a camera car with a Black Arm to help capture the most engaging visuals possible.    Credits Client: Michelin Agency: MotorTrend Group Production Company: Wondertree Media Producer: CJ Thomas Director: CJ Thomas Group Creative Director: Brent Baer Executive Producers: Scott Moon & Mike Ruiz Creative Director: Kale Eickhof Director of Photography: Steven Salcido Camera: Austin Atencio G& E Team: Dave Wilwayco, Sam Lloyd Audio Tech: Shane Aguon Camera Car Crew: Mahdad Emadipour, Hoda Shahbazi, Jeff White Production Assistant: Jessica Sanchez Editor: CJ Thomas Colorist: Steven Salcido Sound Mix: Justin Wright Roll SMOOTH [et_pb_video_lightbox src=”https://vimeo.com/804501186?share=copy” play_icon_color=”#FFFFFF” _builder_version=”4.20.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][/et_pb_video_lightbox] RACING SLICK [et_pb_video_lightbox src=”https://vimeo.com/804501257?share=copy” play_icon_color=”#FFFFFF” _builder_version=”4.20.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][/et_pb_video_lightbox] WINTER ROUND TABLE [et_pb_video_lightbox src=”https://vimeo.com/804501399?share=copy” play_icon_color=”#FFFFFF” _builder_version=”4.20.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][/et_pb_video_lightbox] --- ## Continental Tires – Naturally Confident URL: https://wondertreemedia.com/naturally-confident/ Continental Tires Naturally Confident Project Overview Naturally Confident” tells three compelling stories of automotive enthusiasm, local culture, great cars, and the Continental tires that allow folks to drive confidently. The series focuses on wildly different environments — from the snowy Midwest to the high desert — with challenging driving surfaces that require the design and engineering of a specialized Continental tire. Each episode introduces engaging documentary subjects and allows viewers to fall in love with their cars, racetracks, and hometowns as they do.   Our Approach MotorTrend Group approached us as a trusted production partner to help bring the concept to life. We scoured the country and ran PPC online promotions to cast real human beings who were doing awesome things with their automotive passions. From there, we assembled a production team and went to work on telling these stories in the most engaging and authentic way possible.   Credits Client: Continental Tires Agency: MotorTrend Group Production Company: Wondertree Media Producer: CJ Thomas Director: CJ Thomas Writer: Ben Keeshin Director of Photography: Steven Salcido Camera: Austin Atencio Audio Tech: Shane Aguon Production Assistant: Jessica Sanchez Editor: CJ Thomas Episode 1 – Sledding uphill [et_pb_video_lightbox play_icon_color=”#FFFFFF” _builder_version=”4.20.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” src=”https://vimeo.com/820983504?share=copy” sticky_enabled=”0″][/et_pb_video_lightbox] Episode 2 – Journey to the photo [et_pb_video_lightbox play_icon_color=”#FFFFFF” _builder_version=”4.20.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” src=”https://vimeo.com/820984146?share=copy” sticky_enabled=”0″][/et_pb_video_lightbox] Episode 3 – DESERT SPEED [et_pb_video_lightbox play_icon_color=”#FFFFFF” _builder_version=”4.20.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” src=”https://vimeo.com/820984628?share=copy” sticky_enabled=”0″][/et_pb_video_lightbox] --- ## Campaign Brief | Podcast and YouTube Show for Marketing Leaders URL: https://wondertreemedia.com/campaign-brief/ Campaign Brief Real conversations with today’s top marketing leaders and executives to discover their strategies, stories, and lessons learned.    Click below to subscribe wherever you get your podcasts!              Watch the trailer below.  Recent Episodes Selling Big Ideas with Seth Odell, Vice-Chancellor of Marketing at National University by CJ Thomas | Sep 17, 2019 | Campaign Brief, Marketing, Strategy  Pitching big ideas is more than just the ideas themselves... In this episode, we sit down with Seth Odell, the Vice-Chancellor of Marketing at National University. In just over 1 years time, Seth has built an in-house agency at NU from zero to seventy people.... Growing and Leading A Marketing Team with Jay Jaffin, CMO at Verizon Connect by CJ Thomas | Aug 27, 2019 | Campaign Brief, Marketing, Strategy  Learn to build and lead a winning marketing team to growth This episode features Jay Jaffin, the Chief Marketing Officer at Verizon Connect. Jay has also served as the VP of Marketing and Communications for Verizon Wireless where he oversaw all national... Revitalizing the Sony Brand with Cheryl Goodman, Head of Corp. Communications at Sony Electronics by CJ Thomas | Aug 13, 2019 | Campaign Brief, Marketing, StrategyRevitalizing the legendary Sony Brand story In this episode, I sit down with Cheryl Goodman. She is the Head of Corporate Communications for Sony Electronics. Cheryl has an impressive track record of storytelling going back to her career start in journalism. In our... Develop a Winning Brand with Gaëtan Fraikin from Addictive, Illumina, and Roche by CJ Thomas | Jul 31, 2019 | Campaign Brief, Marketing, StrategyLearn brand development, valuation, and how to win long-term In this episode, I sit down with Gaëtan Fraikin to discuss all things brand development. Throughout his career, Gaëtan has served as Head of Global Marketing at Roche and Head of Global Brand at Illumina.... B2B Marketing, Potatoes, and Content with Will Foody, Director of Marketing at Buzztime by CJ Thomas | Jul 18, 2019 | Campaign Brief, StrategyIn this episode, I sit down with Will Foody. Will is the Director of B2B Marketing at Buzztime which is an interactive entertainment company most known for their tablets where you can play games, order food, and more. So if you’ve ever been to a Buffalo Wild Wings and... How to Position Your Product for A Successful Launch with Mark Pecota from LaunchBoom by CJ Thomas | Jul 17, 2019 | Campaign Brief, Marketing, StrategyIn this episode, I sit down with Mark Pecota. Mark is the CEO of LaunchBoom. A full-service product launch agency that consistently achieves 6 and 7 figure product launches for its clients through crowdfunding on platforms like Kickstarter and Indiegogo. Even if... Get Notified When New Episodes are Released! Stay up-to-date on top strategies, tips, and lessons in marketing leadership. Sign up to be the first to hear these real conversations with today's top marketing leaders and executives. Success! Name Email Subscribe --- ## Blog URL: https://wondertreemedia.com/insights/ Insights for Growth Tips and Musings on Marketing, Branding, and Storytelling Selling Big Ideas with Seth Odell, Vice-Chancellor of Marketing at National University by CJ Thomas | Sep 17, 2019 | Campaign Brief, Marketing, Strategy  Pitching big ideas is more than just the ideas themselves... In this episode, we sit down with Seth Odell, the Vice-Chancellor of Marketing at National University. In just over 1 years time, Seth has built an in-house agency at NU from zero to seventy people.... Growing and Leading A Marketing Team with Jay Jaffin, CMO at Verizon Connect by CJ Thomas | Aug 27, 2019 | Campaign Brief, Marketing, Strategy  Learn to build and lead a winning marketing team to growth This episode features Jay Jaffin, the Chief Marketing Officer at Verizon Connect. Jay has also served as the VP of Marketing and Communications for Verizon Wireless where he oversaw all national... Revitalizing the Sony Brand with Cheryl Goodman, Head of Corp. Communications at Sony Electronics by CJ Thomas | Aug 13, 2019 | Campaign Brief, Marketing, StrategyRevitalizing the legendary Sony Brand story In this episode, I sit down with Cheryl Goodman. She is the Head of Corporate Communications for Sony Electronics. Cheryl has an impressive track record of storytelling going back to her career start in journalism. In our... Develop a Winning Brand with Gaëtan Fraikin from Addictive, Illumina, and Roche by CJ Thomas | Jul 31, 2019 | Campaign Brief, Marketing, StrategyLearn brand development, valuation, and how to win long-term In this episode, I sit down with Gaëtan Fraikin to discuss all things brand development. Throughout his career, Gaëtan has served as Head of Global Marketing at Roche and Head of Global Brand at Illumina.... B2B Marketing, Potatoes, and Content with Will Foody, Director of Marketing at Buzztime by CJ Thomas | Jul 18, 2019 | Campaign Brief, StrategyIn this episode, I sit down with Will Foody. Will is the Director of B2B Marketing at Buzztime which is an interactive entertainment company most known for their tablets where you can play games, order food, and more. So if you’ve ever been to a Buffalo Wild Wings and... How to Position Your Product for A Successful Launch with Mark Pecota from LaunchBoom by CJ Thomas | Jul 17, 2019 | Campaign Brief, Marketing, StrategyIn this episode, I sit down with Mark Pecota. Mark is the CEO of LaunchBoom. A full-service product launch agency that consistently achieves 6 and 7 figure product launches for its clients through crowdfunding on platforms like Kickstarter and Indiegogo. Even if... Start telling brand stories that actually matter (plus bonus story prompts) by CJ Thomas | Mar 8, 2019 | Inspiration, MarketingWhy must you tell THIS story? What's the belief burning within you that your story feeds off of? That's the heart of it. This is rule #14 in the Pixar 22 Rules of Storytelling published by Emma Coats, a Pixar storyboard artist. It's also one of the places we start... LinkedIn Video Marketing | How To Upload and Share Videos on LinkedIn For Maximum Results by CJ Thomas | Feb 7, 2019 | Marketing, Strategy    LinkedIn video has been getting a lot of attention lately. LinkedIn has really claimed it's place as a B2B content platform. It's no longer just a place for your online resume. In fact, 71% of B2B marketers say LinkedIn is part of their advertising... Why Biotech and Life Science Companies Should Be Using Video (Featured Interview on the Life Science Marketing Radio Podcast) by CJ Thomas | Feb 1, 2019 | Marketing, Uncategorized  It's no secret that video is one of the most powerful ways to communicate ideas in an engaging way. You don't have to look far to find blog posts and articles talking about how video marketing is where you should focus your marketing efforts. So what does this... How to Do Audience Research to Gain Insights Into Your Target Audience | Marketing Research Tips by CJ Thomas | Jan 31, 2019 | Marketing, Strategy  When you're setting out to create a new marketing campaign, website, or any other promotional materials one of the most important things you can do is audience research. In the old days, this was accomplished by compiling expensive focus groups and making... #1 Storytelling Technique for Holding Your Audience’s Attention by CJ Thomas | Jan 25, 2019 | Marketing, Strategy  What one thing do all of the best stories ever told, having common that you can actually take and implement in your marketing and advertising to get more results? The world of marketing and advertising is largely focused around this question of how do we... Should You Create Viral Content? | 3 Tips for Creating Shareable Content by CJ Thomas | Jan 18, 2019 | Marketing, Strategy  One of our clients who owns a successful business called me one day to tell me that one of his videos had gone viral. I can remember the excitement in his voice as we spoke on the phone. He was thrilled that one of his videos finally caught traction and... 3 Tips to Build Trust and Create Better Marketing with Storytelling by CJ Thomas | Jan 11, 2019 | Marketing, Strategy  Every year, companies and brands of all sizes pour billions of dollars into advertising and marketing. And rightfully so. What good is the next life-changing technology or impactful service if nobody knows about it. But sometimes, it seems like there can be a... What Is The Right Video Length For Video Marketing, Advertising, and Branding? by CJ Thomas | Jan 11, 2019 | Marketing, Strategy  When we are talking to brands about how they can leverage video, we are frequently asked: "How long does the video need to be?" And it makes sense that this would be one of the first questions that come up. There is no shortage of online blogs, articles, and... How to Create Personalized Advertising and Marketing | Audience Segmentation by CJ Thomas | Jan 3, 2019 | Marketing, StrategyIn less than 5 minutes, I explain how you can segment your audiences and create targeted messaging to get the most advertising and marketing results. If you've done any advertising on social media platforms such as Facebook, YouTube, or LinkedIn you know how powerful... Supercharge Your B2B Email Sales and Prospecting with this Free Tool by CJ Thomas | Jan 2, 2019 | Marketing, StrategyIn a B2B environment, getting your sales and prospecting emails right is critical to getting more sales. In this video, we share a free tool that will supercharge your B2B sales and email process. [VIDEO] How To Grow Your Construction Business Using Video by CJ Thomas | Jun 12, 2018 | Marketing, Strategy  Although the construction industry seems to be booming right now, winning new projects is still a challenge that every contractor and builder faces. How many times have you spent hours gathering quotes, putting together extensive proposals, and schmoozing... --- ## Urban Solace URL: https://wondertreemedia.com/project/urban-solace-brand-video/ --- ## Retrofit Energy URL: https://wondertreemedia.com/project/retrofit-energy/ Retrofit Energy – Testimonial Video Brief Purpose: To help nurture leads on the website and demonstrate the saving potential of going solar. Concept: Retrofit Energy approached us to do a series of testimonial videos that would live on their website and social media. They had a great special going on where you could essentially get paid to set up solar. From the moment when we showed up to film, Zina was very gracious and you could really tell her excitement about her new solar panels. We always love the opportunity to get some great drone footage. Back to Work --- ## Retrofit Energy URL: https://wondertreemedia.com/project/retrofit-energy-testimonial-video/ Retrofit Energy – Testimonial Video Brief Purpose: To help nurture leads on the website and demonstrate the saving potential of going solar. Concept: Retrofit Energy approached us to do a series of testimonial videos that would live on their website and social media. They had a great special going on where you could essentially get paid to set up solar. From the moment when we showed up to film, Zina was very gracious and you could really tell her excitement about her new solar panels. We always love the opportunity to get some great drone footage. Back to Work --- ## MemorialCare Foundation URL: https://wondertreemedia.com/portfolio/memorialcare-foundation/ --- ## LunaDNA URL: https://wondertreemedia.com/portfolio/member-story-meet-ellis/ --- ## Michelin EV Tires URL: https://wondertreemedia.com/portfolio/media-video/ --- ## Continental Tires URL: https://wondertreemedia.com/portfolio/dancing-with-stars-2/ --- ## BlackVue URL: https://wondertreemedia.com/portfolio/blackvue/ --- ## Allstate Security Services URL: https://wondertreemedia.com/portfolio/allstate-security-services/ --- ## Align Builders URL: https://wondertreemedia.com/portfolio/align-builders/ --- ## National University URL: https://wondertreemedia.com/portfolio/national-university/ --- ## Connect w/ SDVG URL: https://wondertreemedia.com/portfolio/connect-w-sdvg/ ---