Three Crucial Things You Need for Professional Videos

savvas hadjigeorgiou directorVideo production is an easy thing to get wrong, we’ve seen too many brands and individuals whose work isn’t getting any justice because of the lack of production values in their videos. At Jazz Arts & Communications, we believe in high quality video production values without compromise, and here we share three crucial things needed for professional standard videos to improve your brand and reputation.

Jazz Arts & Communications Director/Consultant Savvas Hadjigeorgiou recommends:

  1. Hire professionals with experience in your specific market.
  2. Hire people with creativity who can produce videos in an original way that will catch the eye and attention.
  3. Use a consultant to check production values or make sure your marketing director has experience with video production, which is the way of the future in digital marketing.

In more detail, why should you do any of the above recommendations?

Hiring professionals might seem like an obvious thing to do, but many companies try to use in-house amateurs to make their videos in order to save money or simply because someone volunteered in a well-meaning way. The fact is that it’s more expensive to your reputation to have a badly produced video clip, it reduces your brand credibility to such an extent that it’s simply not worth promoting. Even the most casual-seeming videos, the ones that seem to have been made spontaneously, have many hours of editing and filming behind them, so don’t be fooled by a video that looks easy to make, because there’s a lot of technique behind it.

Hiring people with creativity is an absolute must for your video to stand out from the crowd. Even a simple interview can be done with creativity, we can’t emphasise this enough. Creativity means resourcefully finding ways to communicate your brand in an original and persuasive way so that it doesn’t end up like all the other trees in the forest. Creativity also means making the visuals so impactful and emotionally appealing that they make people want to try your goods or services.

Why use a consultant or make sure your marketing director has experience with video production? This adds an extra layer of quality and ensures that the people carrying out your video productions have high standards for the lighting, sound, camera equipment and crew.

Since video is the way of the future for digital marketing in general and social media marketing in specific, it’s a great idea to follow our recommendations, and even better, contact us to film your productions or be your production consultants in the future. Email us: jazzartscommunications@gmail.com

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Online Brands – Beyond ‘Differentiation’ to ‘Individuality’

sarah fenwick
Sarah Fenwick

Given the sheer number of companies doing business online, the old strategy of differentiating your brand from your competitors’ does not go far enough anymore.  Currently, getting your brand noticed requires more commitment to individuality and personality.

In these days of social media and Google, your brand needs to be human, and I’d go so far as to say that it has to be a decent human, one that admits to mistakes, works to improve good relationships with customers, and offers a meaningful, valuable service or product.

The online strategy of company individuality goes beyond shallow lipservice to values, and instead, wins hearts and minds by being dramatically ‘there’, by being part of the ups and downs in its online community.

Let’s not be coy, the Internet is a marketing communicator’s wet dream. There are billions of people online every day, easily and precisely targeted through convenient channels called websites or search engines.

There’s just one catch; marketing messages are more easily avoided and ignored than on traditional channels like offline TV or radio. People don’t have time for them, they set up banner blockers, pop up blockers and then, all that money goes to waste.

What’s the solution? In my experience, marketing communication messages have to be sent in a more community-friendly and creative way to stand out. For example, if you sell shoes, set up a website that not only sells shoes, but donates to a charity for the disabled, and make it part of your sales and marketing pitch. If you sell books, sponsor a live-streamed spelling bee with great prizes.

All these and other creative outreach ideas make your website an event worth visiting repeatedly, not just a showroom.

Social media is a key part of the strategy to become an individual brand, and goes a long way in putting a human face on a brand. Remember, that when you are using social media as a marketer, it’s the equivalent of being in someone’s home, you’d be surprised how personally people take it. Aggressive, hard-hitting messages are out of place in the social context. If you go to a party, you don’t force someone to buy a drink, you offer it in an attractive way, so it becomes their choice.

Finally, and the most important part of being an individual brand online, is the importance of retention. In individual terms, this translates to a trustworthy relationship, in which the company is always there for its customers. Mutual respect has its place in this relationship, possibly the first place.

The internet customer has no time and too many choices to put up with rudeness, intrusiveness, unprofessionalism or inefficiency.

Bottom line? Think of your company as an individual, one that your customer would enjoy having in their home, and from whom they would welcome any messages, because they are sent with respect.

About Sarah Fenwick

Sarah Fenwick is a Jazz singer, Journalist and Communications expert specialising in online communications and reputation building. She started out as a journalist in 1991, writing for national newspapers in Cyprus and working in Switzerland for ThomsonReuters as a correspondent covering Swiss Stock Exchange news.

In 2009, one of her passions became tangible when she co-founded CyprusNewsReport.com, an independent source of news and blogs from Cyprus and the region. Sarah is proud to have won the Think Water blogger award in 2011 (European Journalism Centre) and was a final nominee for the 2012 Cyprus Businesswoman of the Year Award.

E-marketing consultancy – The Internet is a sea of words to surf.
The popularity and development of the Internet was an opportunity to capitalise on her interest and experience in writing. Since 2004, she has been active as an online marketing, communications expert and and brand journalist, and consults with online brands in the financial services, gaming, music, media, coaching and publishing markets.

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Savvas Hadjigeorgiou – Director

savvas hadjigeorgiou
Savvas Hadjigeorgiou

Savvas Hadjigeorgiou – Director, Production Manager inspired by quality TV and video production

“The secrets of good directing are something so simple and important to me, getting it right starts with a true understanding of these principles.”

Savvas has worked at Sigma TV in Cyprus for many years, and has a great deal of experience in documentaries, prime-time television shows, magazine shows, news and informational shows.

He studied Film & TV Production at Hofstra University in New York, and is an experienced script writer.

Savvas is recognised as one of the leading directors and television experts in Cyprus.

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