THE PURPOSE VIDEO
You may have heard this many times before but the adage that 'People buy from people' has never been more prevalent than it is today. If you take a look at some of the largest advertising campaigns of recent years you will notice the push from the spectacular to the heartfelt. Take a look at this example video we made for a school demonstration.
This video compares the Guinness ad's from the 90's with an ad they did a couple of years ago. Both have a place in the world and both function amazingly, however, you will notice that their trend has leaned more towards illustrating their history; their cause and the their reason why they exist. With the emergence of social media, a lot of brands are spending millions trying to connect with their clients and their customers have never had a stronger voice than today. Therefore it is paramount that brands and/or business connect with their customers on a deeper level.... and most business have a story that is worth telling.
We have termed this style of documentary filmmaking as 'The Purpose Film'. It is designed to showcase your purpose- the raison d’être, the reason why you started your business and what your ambitions are for the future. The ‘Purpose’ video can be a great tool to seek investment, whether this is an immediate need or something for the future. It is something that is designed to inform your customers about who you are and why you do what you do. And in doing this you have the potential to build brand loyalty and this arguably makes for repeat business and more understanding customer base.
in conclusion good content marketing should raise awareness, increase conversion, or boost customer loyalty but what if there was a way to do all three at once....
How it is done
To produce a 'Purpose Film' is really straightforward. To help us explain, let us look at a film we produced for Kathleen James, the founder of @elfgiftstainedglass. If you look at the example at the top of this article, we completed this within 3 days.
We spent the first day with the artist discussing her practice and essentially spending some time getting to know the person behind the business. We believe that it isn't just a case of gathering information from the person but it is about building a genuine relationship with the client (for which we are honoured that we still maintain all our friendships long after the work has completed). From our discussions we then devised a serious of questions and mapped out a storyboard based on her story. Additionally, we allowed some time to complete a quick location check.
We then spent day filming Kathleen in her studio while she was producing some of her artwork.
Then on the third day we spent all our time completing the interview.
So as you can see, the process is really straightforward with minimal disruption; each day has a simple objective and each day is designed to be as painless as possible (we understand that most people are not comfortable on camera...). Depending on what type or artist/team of artists, business or corporate team we can manipulate the above Template to work for you.