My goal is always to practice what I call “real marketing.” In other words, leveraging the perspectives of your end customers or stakeholders to tell future prospects why their lives will be better using you, your products and/or solutions. Therefore, I have invested considerable dollars and time in to pursuing thought leadership in videos, case studies, articles, whitepapers, profiles, etc.
Most of the videos I produce are from the perspective of real executives speaking to the facts. But in the case of this most recent video, which highlights the strengths of Georgia’s cybersecurity, fintech, health IT and general information technology sectors, I needed to take a more commercial approach. Why? Well, part of the reason is due to how fast technology companies change. The other is because cyber and fintech companies are reluctant to share too much information. I wanted this video to be as evergreen as possible.
So instead I leveraged my 15+ years of experience in software development and interactive marketing to convey these strengths with real statistics, a tight script, and some visually stunning graphics. Much of the imagery runs contrary to one another in the natural world, and yet, they metaphorically relate in this context. The bonus is that it works really well on a really big flat screen at tradeshows even with no sound.
This is the 3rd in a series of foreign investment videos I have produced for the state of Georgia. I would have preferred to conduct actual interviews in Korean with the executives, but I was not able to get any of them to do so. Obviously a cultural nuance. They only want to be perceived as working, and speaking on behalf of the company is very uncomfortable. Therefore, I went the script route with a professional narrator.
As always, I thoroughly enjoy getting inside these companies and see how they function. My other favorites were shooting at a very popular Korean BBQ restaurant in Atlanta called, Breakers. In addition, we had a Saturday shoot at the Korean International School where over 400 students practice their Korean almost every week. The same day we visited the Korean Fest where we captured wrestling, dancing, drumming, and my favorite – I was able to get a calligrapher on camera drawing out, “Welcome to Georgia” in Korean.
I recently returned to Nicaragua to welcome 2018 and take advantage of the world-class waves, constant offshore winds, and diverse landscape and culture. Again, I was not disappointed. I would keep my mouth shut it if it were not for the fact that Nicaragua is now regularly featured on travel sites like the New York Times. Gringos are not the only ones carving it in to the next Costa Rica. Nicaraguan investors know what kind of assets they have at their disposal.
Nicaragua has in fact been exploited since the Spanish arrived in 1522. The usual pillaging and plundering, along with the circulation of small pox, did a number on the Chorotega. Nevertheless, the contributions of the Spanish are still appreciated today. Granada is a charming colonial city reflecting the Spanish-Moorish architecture of the time. They also constructed the San Pablo Fort to protect Granada from pirates in 1789, and it can still be visited via boat.
Later on in the 1800s a dubious character from Nashville, Tennessee by the name of William Walker did significant damage on his filibustering campaigns in Central America. Not only did he burn Granada to the ground, but he also poisoned the wells with dead bodies that spread Cholera and killed some 10,000 Nicaraguans and Costa Ricans. Walker eventually paid for his actions when he found himself in front of a firing squad in Honduras.
Fortunately, Granada has time and again picked itself up and rebuilt. Before the Panama canal was constructed this was the shortest distance from the Atlantic to the Pacific. Cornelius Vanderbilt would steam up the San Juan River in to Lago de Nicaragua, and then make the short transport over to San Juan del Sur area on the coast of the Pacific. This route pumped money in to Granada and helped it to recover.
A few things you must do in Granada:
Visit the San Francisco Convent to see the statuaries that have been excavated from Zapatera and Ometepe. A couple of these guys are in the Smithsonian, but you can see 30 of them all together in the same room. Each one represents the leader of the time, so they all have their own personalities. This is a highly informative account of their origins.
Check out Mi Museo where there are many artifacts from Pre-Columbian times. It also helped me to understand where the Chorotega came from and when.
Take a boat tour out to Las Isletas. These islands are a result of a massive explosion from Mombacho. Lots of wildlife, and you get to see the San Pablo Fort.
Visit Volcan Masaya at night to see lava pouring from the crater. You definitely want to get there early to avoid waiting in line, but it is worth it.
Tour the coffee plantation on Mombacho and then hike out to the stunning views of Granada and Lago de Nicaragua.
If you still have time then head over to Pueblo Blancos to see local artisans at work. You will save yourself some money, for the shops around Granada certainly mark their prices up.
There are a couple of reasons why Nicaragua is safer than say El Salvador, Colombia, or Honduras. After the Nicaraguan Revolution, the country created a democratic police state in that each community would have at least one dedicated police officer that everyone knew. A bad apple arises, and they deal with the issue quickly. Second, drugs from Colombia and elsewhere go up the Caribbean side, so there are no cartels in the Pacific region.
Still, I wouldn’t drive at night. But during the day I generally went wherever I wanted. In the dry season you can get a way with a 2-wheel drive vehicle. But if the price is not much different then go with 4-wheel. I did end up using it along the coast to drive a section of road that terminated on beach front. It also gave me more confidence on dirt roads with potholes and stream crossings. In short, you are not limited and instead prepared for anything.
I’d tell you more about the surf breaks, but I just can’t do it. You’ll find it somewhere else. 😉
But I will tell you that I look forward to returning soon.
This is a project I worked on in conjunction with Dad’s Garage to bring a little fun and light to the competitive nature of economic development. The whole nation is competing for 50,000 jobs and the economic injection that come with Amazon’s second headquarters.
On the surface it would seem to be a relatively fun project to work on, and it was, but it was also fraught with ways to go terribly wrong. Any time you are taking jabs at your own city and state with good old sarcasm, it has the potential to go either way.
Certainly tested it on a variety of demographics and ethnicities before releasing. Fortunately, it was well-received.
The key was the redemption at the end that came from the dream sequence, and a little inspiration from Quentin Tarantino.
The launch was set to coincide with Christmas Eve, the same timeframe the original Scrooge goes through his transformation, and was coupled with a targeted Facebook spend both in the Seattle, Washington area as well as Metro Atlanta.
I am pleased to share that I won three Gold Excellence in Economic Development Awards for a China Investment and Trade Campaign, a project in the category of Video, New Media and Specialty Website of the International Economic Development Council (IEDC).
The honors were presented at an awards ceremony on Tuesday, Sept. 19, during the IEDC Annual Conference, which was held Sept. 17 – 20, in Toronto, Ontario, Canada.
“On behalf of the IEDC board of directors and Excellence in Economic Development Awards Advisory Committee, congratulations…participation in the awards program sheds light on…stellar projects which other communities can now use as a benchmark.” – Michael Langley, FM, CEO of GREATER MSP, Minneapolis–St. Paul, MN, and 2017 IEDC Board Chair
The 3 IEDC Gold Awards for video, new media and specialty website are a result of a multichannel marketing strategy deployed in-country in China using cutting-edge technology and creative strategies to generate new leads and increase website traffic.
“The awards process is a thorough, non-biased and multi-layered process. These are extraordinary accomplishments for all winners, and an overall great effort by all participants. We look forward to next year’s awards competition,” Langley said.
About the International Economic Development Council
The International Economic Development Council (IEDC) is a non-profit membership organization serving economic developers. With more than 5,000 members, IEDC is the largest organization of its kind. Economic developers promote economic well-being and quality of life for their communities, by creating, retaining and expanding jobs that facilitate growth, enhance wealth and provide a stable tax base. From public to private, rural to urban, and local to international, IEDC’s members are engaged in the full range of economic development experience. Given the breadth of economic development work, our members are employed in a wide variety of settings including local, state, provincial and federal governments, public-private partnerships, chambers of commerce, universities and a variety of other institutions. Among many activities which benefit the economy, IEDC’s members create high-quality jobs and develop vibrant communities. www.iedcONLINE.org.
Georgia’s relationship with China is very important. We operate two offices in China – one is in Shanghai and the other is in Qingdao. Georgia exports to China have grown by 59% since 2007, exceeding $2.5 billion in 2016. The Sentury Tire announcement in Troup County, Georgia in September 2016, which represented 1,000 jobs and $530M in investment, is just one example of the 50+ Chinese companies operating in the state today.
These factors and many others were the catalyst for pursuing a new international investment video for China that would be used in digital marketing both nationally and internationally, in prospect meetings here in Georgia and abroad, as well as on international missions to China with the Governor’s office and various delegations.
It was extremely important that this new China video be credible, informative, different than your typical marketing video, and in their native language.
The video would then be further bolstered by a multi-channel approach using digital marketing.
The goal of this project was to create a Chinese investment video that would represent the business and lifestyle environment of Georgia, as well as showcase the Chinese companies that have already chosen Georgia as a place in which to do business.
The completed video would ultimately give senior-level decision makers from China a good understanding of what it would be like to live and work in the state. Through their experience with the video, they would ideally put Georgia on their short list of places to consider locating or expanding their company.
The video would also need to work well in 15 and 30 second commercials to be shown in China through targeted placements in both paid and earned media channels as well as hosted on Georgia, USA’s branded video, social and web properties both nationally and internationally.
The video would be further bolstered by supporting website and social media strategies and channels both nationally and internationally.
The video has been extremely well-received and has served as one of the primary vehicles for our Chinese web presence on Georgia.org (http://www.georgia.org/international-business-china) as well as our new in-country Chinese website WeSpeakBusiness.cn. In addition, it is prominently featured on our new WeChat site, YOUKU account and Tencent.
Furthermore, we have seen a 200% increase in traffic from China to Georgia.org since the video was launched. And since its launch in late March 2016, WeSpeakBusiness.cn has so far received 20,000 Unique Visitors.
Note: We use IP recognition to serve dedicated Chinese widgets and web pages on Georgia.org to visitors from China. In addition, the Chinese flag with a link to this section of the website is prominently displayed in the header of the Georgia.org. You can see some of that experience here – http://www.georgia.org/international-business-china
Taking the time and money to capture the life of an international person living and working abroad is incredibly effective in developing an emotional connection with the viewer. One only needs to watch the video to see this is indeed the case. But it takes a lot of careful negotiation and time to develop the trust and ultimately convince a very busy and private executive to invest the time it takes to create this kind of video. Before a video camera is ever turned on we have done quite a few things:
– An extensive amount of research on the company’s brand, operations, employees, and competitors.
– Met with company executives and stakeholders.
– Thought very carefully about the target audience and any cultural nuances.
– What kind of supporting locations and footage would bolster the story?
– How much can we realistically cover with the budget available?
– How much crew do we need?
– What filming permits do we need?
– What will be the timing for each shoot and where?
Once the video shoots have taken place there is a considerable amount of time spent selecting the right scenes and quotes, conducting the translations, developing the script and choosing music.
Video marketing is not new. But how these stories were approached and crafted is not only creative but very effective in bridging the gap between two very different cultures.
We have pursued some very innovative measures to publish the videos in China by getting beyond the great firewall of China and hosting our own native website, establishing a WeChat account to bolster the conversation in China, and investing in key influence leaders like Cheung Kong Business Review to further carry our message and results.
Both 15 and 30 second commercials were cut from the full length video to satisfy different audience behaviors and publishing channels.
By using IP recognition on Georgia.org we are able to serve dedicated widgets and landing pages to Chinese visitors that prominently feature our new video as well as our WeChat account.
We have also setup dynamic synching across both our American and China sites to ensure the translations and data are always up-to-date in real time.
Delta Air Lines recently hosted a warm and wonderful event at the Delta Flight Museum in Atlanta, Georgia to celebrate their new direct flight to Seoul, Korea. The president of Delta, Glen Hauenstein, Mayor Kasim Reed, and our chief operating officer, Bert Brantley were in attendance to say a few words in regards to the many country connections Georgia shares with Korea. Authentic Korean food and dancing were enjoyed by guests while the company’s rich aerospace history in Georgia was on full display.
I got a few nice photos and produced a short 1-minute video of the event.
The annual communicator awards have been announced, and I am pleased to be one of them for this video production:
The winners of the 23rd Annual Communicator Awards have officially been announced by the Academy of Interactive and Visual Arts. With over 6,000 entries received from across the US and around the world, the Communicator Awards is the largest and most competitive awards program honoring creative excellence for communications professionals. Please visit www.communicatorawards.com to view the full winners list.
The Communicator Awards are judged and overseen by the Academy of Interactive and Visual Arts (AIVA), a 600+ member organization of leading professionals from various disciplines of the visual arts dedicated to embracing progress and the evolving nature of traditional and interactive media. Current AIVA membership represents a “Who’s Who” of acclaimed media, advertising, and marketing firms including: AirType Studio, Condè Nast, Disney, Keller Crescent, Lockheed Martin, Monster.com, MTV, rabble+rouser, Time Inc., Tribal DDB, Yahoo!, and many others. See aiva.org for more information.
“We are both excited and amazed by the quality of work received for the 23rd Annual Communicator Awards. This year’s class of entries is a true reflection of the progressive and innovative nature of marketing and communications,” noted Linda Day, executive director of the Academy of Interactive and Visual Arts. She added, “On behalf of the entire Academy I want to applaud this year’s Communicator Awards entrants and winners for their dedication to perfecting their craft as they continue to push the envelope of creativity.”
Generally, I am an advocate of letting clients speak on your behalf verses cutting a straight commercial with voice talent and nice music. I call it real marketing. But in listening to my client I heard that what they really needed was a video that would set an energetic tone – more of a wow piece – that could also be highly informative. In addition, it would work well as a 15 or 30 second promotional spot.
Since I had already produced this Telly award-winning video for Trade that did have good testimonials, it was decided to pursue something different. This piece uses heavier animation work and a fast-paced rhythm to hopefully incite the target audience to take action. Because the International Trade team is predominately women, I was keen on using a female narrator of which I auditioned several. I was also very particular about the script and balancing practical information with some sales sizzle.
Here is my latest production. An inside look in to the lives and businesses of three German companies who fabricate elevators you ride, industrial systems you need, and most of the world’s pressure gauges you depend on. It offers a little mountain biking, Mexican food, running, welding, robots and virtual reality.
As is often the case with these video productions, it provides me the opportunity to meet new people and get behind-the-scenes of what makes global companies tick. Before a video camera is ever turned on I have done quite a few things:
An extensive amount of research on the company’s brand, operations, employees, and competitors.
Met with company executives and stakeholders.
Thought very carefully about the target audience and any cultural nuances.
What kind of supporting locations and footage would bolster the story?
How much can I realistically cover with the budget available?
What are possible risks that I may face?
How much crew do I really need?
What permits do I need?
What will effectively tie the piece together?
What will be the timing for each shoot and where?
And the list goes on. But one key factor that I think is often underestimated is getting very busy executives to open up their lives and their companies. To potentially spend a whole day with me while we get this shot, and that shot, and that quote and, can you say it again but like this?
Don’t ever discount what your mom and dad taught you about being a people person. These productions require a lot of moving parts, and the coordination of many different people.
Once the video shoots have taken place there is a considerable amount of time spent:
Selecting the right scenes and quotes.
Making sure the international translations have the right message, tone and inflection.
Developing the script.
Listening to dozens of voice talents if the piece requires professional narration.
Carefully choosing the right mix of music tracks and sound effects.
Ensuring that each scene informs the next scene for a seamless story.
Sure, I’ve had many 5:00am starts, flipped an ATV, crashed a drone, equipment malfunctions, no shows, bad weather and host of other issues, but it is all part of the process in telling a great story and learning a few things along the way.
Life has changed. Vacations no longer consist of sitting idly by the pool, or packing a nice, light bag solely meant for me.
There is no:
Why don’t I spend a bunch of time setting up this super artful photograph?
Gosh, that was such a great ski line, why don’t we hike up the mountain and do it again?
Man, I have been surfing for hours. Let’s go and chill on the beach with a beer.
Hey, let’s grab our kayaks and disappear for a few days down this super dangerous river where there is no cell reception!
You never know how much doing you are going to do when you say, I do, right? Now I have two young boys and life is very different.
When my first son was born a good friend said, “Welcome to manhood.” He couldn’t have been more right. Kids are the real test of will and perseverance. I swear every time I hear the word, “Dad,” another hair pops off my head.
But it is exactly what the freewheeling, fun-soaked, and child-free folks often hear from a subservient procreator like me….
It’s so rewarding.
Life is more challenging, and some days I feel like I’m walking around with my pant pockets turned inside out. But what a thrill to play witness and direction to my two boy’s endless discoveries. Here a just a few precious moments from this new adventure.