Harness the power of video to amplify your message
Get your message out there, build consumer trust, cut through noise… Mintox Media helps clients achieve these goals on a daily basis. The most important question is asked at the initial meeting: Why? There are infinite ways to present your product or service on screen, but understanding the video’s direct benefit to you–and your audience–is crucial to every creative decision that follows.
Find out about common types of promotional videos below.
Otherwise known as the attention-grabber! If you’re presenting at a conference, applying for a tender, or motivating staff, you have to make every second count. A punchy clip will tell everyone in the room you mean business and–side benefit–blow the competition away. This is your opportunity to go big, so skip the boring stuff and cut straight to your core message and mission.
Company Pitch example:
As development ramped up at its new venture in Africa, Sandfire entered a new phase of growth. Under the spotlight of the international mining community, the company needed a rapid recap of its stellar track record in Western Australia to assure its partners that it had the expertise and vision to succeed as a global copper producer. After gathering fresh footage from Botswana, the resulting 2-minute video embraced a movie trailer format, adopting a 2.35:1 aspect ratio, bombastic music and animated titles to produce a versatile clip suitable for a wide variety of events.
So, you need a promotional video that ticks multiple boxes: attract investment, boost team morale, induct new staff and position the company’s brand for future success. The challenge is to condense years of hard work into a clip shorter than five minutes. How to decide what to include and what to leave out? First, focus on what differentiates you from competitors. Also, consider the FAQs you’re often answering and make sure these are addressed–either directly or implied–somewhere in the video.
Company Overview example:
Despite being a fundamental part of the Western Australian mining industry for over 130 years, The Geological Survey of Western Australia needed a multi-purpose promotional video to promote their capabilities to local resource companies. The resulting 900-word script highlighted GSWA’s rich history, as well as its key offerings of research, analysis and funding. The final video utilised in-house employees as voice over talent and on-screen presenters to convey their personal devotion to geology and collaboration, resulting in a video which was highly acclaimed at its launch event.
Let’s make a sale! When making a promotional video about your product or service, be sure to tell the viewer (potential buyer) about the benefits to them. Here’s a tip: don’t waffle on about the history of your company. Pick three main selling points and let the viewer’s imagination do the rest.
Customer Information example:
In order to stand out in the digital marketing space, 3BY2 bypassed the usual buzzwords by clearly defining their strategy, culture and accountability. This transparency was on-brand, backed by real members of the team putting their face to each point of differentiation. Mintox Media was on-hand to coach each presenter with their performance and edit their statements into a succinct, cohesive narrative.
When there’s a labour shortage, how do you make your job ad stand out? An accompanying recruitment video provides real insight into the specific benefits of your company and workplace, helping to attract the right people to your team. No-one wants to hear corporate jargon, so let your current employees do the selling in their own words, allowing their enthusiasm and loyalty to shine.
Recruitment example:
To attract enrolment to its Graduate and Vacation Program, IGO needed to show the breadth of experiences offered across the company. Three current and past grads were featured, with a compilation video and individual clips of 60, 30 and 15 seconds, with and without subtitles, edited for different platforms.
For ASX-listed companies, attracting new investors and reassuring existing shareholders is a daily duty. A promotional video is the perfect way to present your compelling business proposition and celebrate key milestones. Always be aware of your audience’s level of knowledge about your industry and tailor the script to suit. Also, if you’re screening at a conference, make sure the video runs the correct length for your presentation.
Investor Relations example:
Under new ownership, KCGM revitalized its production and exploration capacity at its world-famous Kalgoorlie operations. It was imperative to share this new phase with the market by producing a detailed video covering all aspects of KCGM’s exploration, open pit, underground, processing and ESG activities. The information was mostly conveyed through enthusiastic interviews with both management and staff. The video was completed in just six weeks, in time for the annual Diggers N Dealers conference.
Some organisations are dependant on regular funding to achieve outcomes. A promotional video can persuade donors by showing proof of past successes and demonstrating your passion for future results. Once the video is produced, it can be easily attached to multiple funding applications, thus freeing up management from having to constantly repeat the same pitch in-person.
Fundraising example:
The Centre for Crop and Disease Management plays an unsung role in Australia’s food production cycle. Despite its innovative research and proven results, ongoing funding for further breakthroughs was not guaranteed. Mintox Media helped CCDM produce an effective video by following simple storytelling techniques: set up the problem, explain the solution, and qualify the success. By interviewing both researchers and end users, the video presented a full picture of CCDM’s purpose, validating the importance of its work and the vital need for future assistance.
If a picture speaks a thousand words, imagine what 25 frames a second can do! Showing your product being used by real people in a familiar place is a powerful testament to your ability to deliver a genuine experience. A promotional video forces the viewer to imagine themselves interacting with your product in a way that no pamphlet or powerpoint ever can.
Product Demonstration example:
Having developed their own proprietary software to interact with Google Glass, Chironix needed to demonstrate the everyday applications of the technology. Capturing a simple repair scenario enabled key features to be highlighted while showcasing the software’s ease of use and benefits to staff at all levels across business. The video was intended to screen primarily at conferences where sound may not always be audible, so on-screen titles were used instead of a voice over.
When spruiking your latest product to potential customers, “Take my word for it” just won’t cut it. Consider testing the product in the marketplace and capturing the results in a case study video. These mini-documentaries explain how the product addressed a problem in a specific context. Don’t forget to ask interviewees about the unexpected benefits that arose as a result of using your product – you may be surprised!
Case Study example:
Normet’s new electric underground fleet presented an opportunity for mining companies to reduce their environmental impact. As with any game-changing development, it had to overcome skepticism from supervisors and operators with entrenched workflows. Following a 3-month trial, a case study video spruiked the rave reviews and additional safety benefits of the state-of-the-art vehicle, convincing other customers to make the switch to EVs.
Today’s consumers are resistant to sales spin and it can be difficult to override inbuilt suspicion. Good promotional videos build trust, and the simplest way to do this is by recording a brief testimonial from a satisfied customer. Testimonial videos need to balance a candid tone with technical polish, but the ability to edit a clear story from a potentially long interview is essential.
Testimonial example:
Bull Motor Bodies leveraged positive feedback from their client Barons to produce a testimonial video. Barons’ unique requirements enabled Bull to explain how they could custom-design vehicles to suit any trade. In just one minute, this clip establishes Barons’ business, its specific challenges, Bull Motor Bodies’ solution and the multiple benefits to Barons’ operations since acquiring their new fleet.
It’s not enough to be deliver a product everyone wants; these days, large companies need a social license to operate. Demonstrating that appropriate consultation with communities has taken place is vital for conducting a reliable business, and when it’s done properly, everyone wins. A promotional video can celebrate the mutual benefits of community engagement… and silence the critics.
Community Relations example:
In designing their new lithium mine, Liontown Resources consulted with traditional land owners, represented by the Tjiwarl Aboriginal Corporation. This discussion resulted in a more efficient mine design and a landmark agreement between Liontown and Tjiwarl – the ultimate good news story. The signing of the agreement was the perfect opportunity to produce a video capturing the event and interviews with major stakeholders to promote Liontown’s efforts as a model for other mining companies to follow.
As companies embrace social media as a sales platform, short promotional videos keep followers updated and engaged. Although authenticity is crucial, companies with a brand to nurture still need online videos to look and sound professional, and raw footage uploaded from a smart phone just won’t cut it. Be sure to focus on just one topic, and don’t forget subtitles for viewers with the volume turned down.
Social Media Post example:
While producing a promotional video about their new mine design in Montana, Sandfire Resources acquired hours of interview footage with management and staff. By repackaging this content, they generated six short social videos, each explaining the company’s commitment to exemplary environmental policy. This campaign gave followers an insight into the mine design while reinforcing the company’s heartfelt connection to the local area.
One of the simplest (and cost effective) ways to tell your story is to, well, tell your story! When a spokesperson spins a good yarn, there’s no need for overlay footage—their passion communicates it all. However, make sure the speaker is well-rehearsed before filming… if in doubt, there’s no shame in using a teleprompter.
Interview example:
As part of their Grow With CSIRO campaign, CSIRO deployed their in-house experts to speak on the benefits of collaborating with the national science agency. A series of six videos were recorded in one afternoon, with the footage edited into 60, 30 and 15-second versions for various platforms. To ensure the messages were succinct and on-brand, the interviews were pre-scripted and presenters read from a teleprompter, enabling them to focus on performance rather than recalling notes.
Read through our corporate video frequently asked questions to see if your question is there. Or, continue browsing the site through our training videos.
