When it comes to your marketing mix video remains one of the best tools in the box. With over one billion hours watched daily on YouTube alone (YouTube, 2020), and generating 49% more revenue growth than marketing strategies without (IMPACT, 2019), it’s something everyone really needs to do.

However, this is only the case if you use the right content in the right way.

Yes, I’m sure Jane from accounts’ niece/nephew “can do some amazing things with their iPhone and gimbal thing”. But is this really the way you want to present yourself to the world?

The flip side of this is that doing video properly is not cheap. When you factor in the R&D, creative, writing and weeks of pre-production time, a crew of around 10 people, professional kit plus expenses, it soon adds up.  Not to mention the editing, visual effects, audio mastering and grading that goes into post production. You are looking at weeks, even months, of work before you even think about distribution.

Now, the previous paragraph will raise alarm bells for a lot of people purely because of the implied costs involved, irrespective of the increase in quality it brings. But what if I were to tell you, you could produce more effective quality content across all of your marketing for nearly the same cost as low budget disposable content?

It all comes down to getting the right help and planning ahead.

Most marketing strategies will span 6-18 months. However, when it comes to executing this plan it is often done ad-hoc. This way of working is hugely inefficient and can end up creating rushed, low quality content; using stock imagery or low budget productions based on its perceived importance. This way of thinking is a huge mistake. ALL your content should be of equal importance. If it’s not important, why are you doing it? Poor quality, unfocused content can be more detrimental than not doing it at all.

An example over 12 months

Let’s say throughout a year you want to use a modest content strategy of 1 video a month, plus 1 blog post and 2 social media posts per platform a week.

You could endlessly re-hash existing footage with a couple of still images to make half of this, throw in a handful of new talking heads, commission some disposable animations with stock figures and invest in 1 or two “proper” videos on a budget.
Then you could do 4 photo shoots for specific applications (such as website content, company/product brochure, trade show material and advertising content etc), then rely on stock or “borrowed” web images for the rest.

For this example let’s say you pay £2,000 each for 2 run and gun productions, £500 each for 4 animations and then £700 each for 6 edits (not including the cost of purchasing any stock footage). Then photography wise you pay your local photographer, or use stock, at an average of £50 per image (for a total of 24 images per shoot).
Thats a total of £15,000 spent throughout the year for content that is of varying styles and quality ranging from “that will do” to “ok”.

That £15,000 is a reasonable budget for a professional shoot spanning several days at the high production standard that was so alarming above.

By planning your content and rolling everything into a single shoot over a couple of days (and shooting video and photography together – ether in tandem or tag-team) you can create all the content you need at a far superior quality, and of a universal and succinct look, for use across every application for the rest of the year and beyond. Not to mention the internal time saved managing a single project, compared to juggling multiple across various suppliers.

Yes, this is a larger single investment compared to lots of little spends, but if you speak to your content producers I’m willing to bet they will spread the cost over several payments so there is no difference to your cash flow. We do it.

Case Study

A great example of how this can work in practice is a project we finished earlier this year for Anantara Golden Triangle.

We were initially commissioned to produce the advertising content for their newest innovation; the unique Jungle Bubble Experience. However, this was expanded from a 3 day shoot, only focusing on this single element, into 5 days where we captured video and photography for an additional 8 experiences. In addition this content was used to update their existing property video, all for just a 20% increase in budget.

“We wanted to minimize guests disruption hence we opted for a big photo and video shoot. Optimizing the space and set ups and allowing us to optimize costs by flying, hosting the whole crew and getting the work done at once.

Getting a large bank of content from the same company, allow us to have the same look and feel, a constancy throughout the content. Marketing wise, it give us the flexibility to use the content in various different ways and multi target, social media, travel agents, journalists and more. We believe that by having the whole crew for more than just one single video, will help them understand deeper the product identity and capture the essence of it.

Third Aspect has been a dream to work with! From the organization prior to the shooting, with several calls to meet the team beforehand and ensure all our needs were understood. To the excellent communication with helpful reminders leading up to the week of the shooting. Every single photo or video captured is well thought out, on-brief and a valuable asset to our PR & Marketing department. Third Aspect provided us with a professional service and the high quality of their work help us promote our brand well.”

Linda Augier – PR & Operational Excellence Manager – Anantara Golden Triangle Elephant Camp & Resort

Original Commission

Expanded Content

Ross Dixon

Creative Director