Revenue Architects

As we develop digital videos for clients as part of integrated marketing campaigns, we often see nervous executives that are concerned that their Hollywood training may be inadequate and they might both embarrass themselves and the company with a poor acting performance on the corporate video. 

Our message: Relax….

Today audiences are looking for authentic messages from companies and when the CEO speaks to us on video, we feel a greater connection to the company.  The face of the company becomes more human. So rather than rely entirely on “Madison Avenue” advertisements, your strategy should include digital videos and conversations about your company, your brands and your offerings.

We need to walk the talk. I just won a Flip Video Camera at the MIT Sloan CIO Symposium (and I never win anything), so this must be a sign!  Videos will come for Revenue Architects....soon.  In the meantime, I am focusing on our clients and their vision to embrace digital video as part of a broader Revenue Architecture and integrated marketing campaign.

So, how do we ensure the executives are comfortable in front of the camera?

The answer is to forget the camera, trust the Creative Director…!

Some things to consider:

• Share in advance a list of the key discussion points so the video team can facilitate a conversation, not a script
• Trust the video team. A talented creative director will guide the conversation so you don’t need to think about it
• If you know your company and your message, your story will come out naturally in the video
• You don’t have to get it “just right”. The magic of video editing will allow the story to come through for you.

If you have an experienced creative director, relax, you are in good hands.