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by Dina Mande of Juice Media
VIDEO FOR YOUR
WINE BRAND
CREATING MEMORABLE CONTENT & DISTRIBUTING EFFECTIVELY
HOW DID I GET HERE?Born in LAOnly child, bookworm, vivid imaginationGraduated St. Helena High SchoolLove of vineyard landscapesMove to So CalMom at 19Late bloomerMove back to Napa ValleyGraphic DesignerLove of wine Label DesignGraduated College at 32Oldest intern at Industrial Light & MagicMove to San FranciscoWorked long hours in visual effects Learning more aspects of productionJob offer at news station in LAWorking in news = insane hoursMovie Trailers pay better
Cushy job as senior art directorHollywood production companyEntertainment is fun…Started directing9 years is too long to stay in jobStart company with husbandAdvertisingInternational travelLarge budgets2008 crashEscape to Paso RoblesBye bye ex hubbyDivorce HoneymoonStart Juice MediaWorking long hours :)Shoot vinesShoot travelShoot lifestyle & foodWin awardsLove of wineWhat’s next????
• WHY INCLUDE VIDEO IN YOUR MARKETING EFFORTS?
• WHAT KIND OF VIDEO TO PRODUCE?
• WHERE/HOW TO SHARE IT
• HOW TO CHOOSE A PRODUCTION COMPANY
• WHAT GOES INTO A BUDGET
• HOW TO SHOOT YOUR OWN• HOW TO GET THE MOST OUT OF YOUR FOOTAGE
YOU CAN TELL YOUR BRAND STORY WITH:
TEXT PHOTOS
THE RIGHT VIDEO CONTENTWILL HELP YOUR BRAND:BE VISIBLEBE MEMORABLE CREATE A CONNECTIONSTAND OUT AMONG THE CROWD
THE ORIGINALITY, CREATIVITY,QUALITY AND CONSISTENCYOF YOUR ONLINECONTENT MATTERS
WHY VIDEO VS. PICS OR LINKS?
AN EXPERIMENT ( analyze your content – some pics )
VIDEO
SO, WHAT SORT OFVIDEO TO PRODUCE?
ADVICE FROM A HOLLYWOOD ENTERTAINMENT PRODUCER:
MEET BARRY KATZ
ADVICE FROM A HOLLYWOOD ENTERTAINMENT PRODUCER:
Whether you’re creating a feature filmtv showshort filmweb video…
YOUR STORY MUST HAVE WHAT’S CALLED A HOLY SH*T MOMENT
CHECK OUT BARRY’S PODCAST
WHAT’S THE TONE / STYLE / UNIQUE QUALITIES OF YOUR BRAND?
• Elegant• Sophisticated• Hip• Fun, Approachable• Charming• Clever• Refined• Bold / Daring• Youthful• Historic
GENRES
• Documentary (refined, hip, edgy — brand appropriate)
• Stylized Editing• Heartwarming / Emotional• Music-driven• Educational / Informational• For the trade• Comedy (Scripted)• Comedy (Parody)• Meme / Viral
I WANNA GO VIRAL
Pay attention to trends / memes. What’s being shared? What’s hot right now?
Examples:Pharrell’s Happy VideoThe ALS Ice Bucket ChallengeSh*t Girls SayGet inspired by trending hashtags on Twitter
GENRES
WHAT GETS 10M HITS?
How one wine entrepreneur used a shoe and a wine bottle to create one of the most successful videos in YouTube history.
He hired a consultant who suggested rich* content.Rich = Blog, Podcast or Video*
The shoe was his 227th video post. (That’s what you call consistent!)
http://www.businessesgrow.com/2014/02/10/mirabeau-case-study/
FILMMAKING HAPPENS THREE TIMES:
1. ON THE PAGE (SCRIPT) 2. DURING PRODUCTION 3. IN THE EDIT
HIRING A PRODUCTION COMPANY
• Watch their reel - does their style and tone fit?• Check out their presence online. • Get recommendations• Ask for a bid (scripts may be needed)• Ask for what you want – how to verbalize it• Find inspiration from short films, commercials, features,
television, youtube• Ask questions like “How do you begin a project? What is
your process? How many on your crew and how long have they worked with you? Can I talk to one of your clients for a reference?
• How long does it take to see a rough cut? How many rounds of changes are included?
STEP ONE: THE SCRIPT
• Decide on concept, approach• Write it on the page, even if you want a spontaneous
interview• Use the keywords that define your brand• Sometimes I’ll start with copy that exists, either on a
website, a brochure, or the back of a wine label
• Examples of relevant / useful / powerful keywords
A SAMPLE CREATIVE BRIEFSUPER BOWL AD CREATIVE BRIEF: JUNE 2015
Overview: XXX Vineyards has acquired four 30-second Super Bowl ad slots; three pre-game spots and one during the 50th Anniversary Super Bowl on February 7, 2016. The ads will air on CBS affiliate KION with a reach from XXX. Pre-game ads will run between 11 am & 3 pm with a Nielsen RA25-54 of 7.4. The game time ad will run between 3-6:30 pm with a Nielsen RA25-54 of 39.3.
Target: SXXX Vineyards is our flagship brand. It represents the best-of-the-best sold locally in our tasting rooms, our website and select restaurants and retailers. XXX Vineyards is the primary label in an umbrella of brand extensions that falls under XXX Family Wines. While the prime demographic is ages 25-65, we have many dedicated consumers that are 21 to approximately 95 years young!
Price: $19.00 - $72.00
Vineyards: XXXVineyards, founded in 1972, has 10 estate vineyards, growing 36 varietals on 4,200 acres spanning 70 mile.. Our primary varietals are Chardonnay, Pinot Noir, Cabernet Sauvignon, Merlot and Sauvignon Blanc. Our wines have won numerous high scores and medals from prominent and highly-regarded wine competitions.
Design: This can be a single ad to run repetitively in each of the spots or a progressive campaign with unique content in each 30-second time slot.
A SAMPLE CREATIVE BRIEF, cont’dKey Points: XXX Vineyards is family-owned Our wines are estate grown, crafted from grapes grown on our 10 estate vineyards Our vineyards are 100% sustainably certified Community involvement and giveback is a key component of our culture
Employee longevity is also key – many of our employees have been with us for 25+ years and some for 35+ years
We strive to produce authentic wines that over-deliver on quality
Our wines are crafted to showcase the varietal character of the grapes, the individuality of the vineyard, and the exceptional quality of the Monterey Viticultural Appellation
Ideas: One idea we had is a heartwarming, feel-good commercial that highlights nostalgic still shots of our farming, sustainability practices, employees and family, and our community involvement with a voiceover or music with captions. We imagined a similar feel as the Dodge campaign, ‘God Created a Farmer’.
While we are comfortable with a heartwarming approach, we are very open to and encourage innovative ideas! We would possibly like to utilize this content in an extended version to assist our national sales team in telling our story to distributors and retailers, so we want to consider the reach of this project beyond the Super Bowl ad time.
Reference: www.XXXVineyards.com
A SAMPLE SCHEDULEVideo Shoot Schedule
Date: Monday, May 12
Shoot 1:JakeInterviews•Time: 7:30 AM (Set Up); Filming 8:00 AM - 10:00 AM
•Location 1: Snow Vineyard (7:30 – 9:00)•Address: 5985 Vista Serrano•Location 2: Tasting Room (9:00 – 10:00)•Address: 2020 Lake Drive•Potential Shots (Other than Interviews):•Gopher cleansing process•Jake on ATV (Attach Go-Pro to ATV as well?)•Jake picking through vines “pruning”•Camera runs between vines?
Shoot 2:JoshInterviews•Time: 10:00 AM – 12:30 PM
•Jakeon hand 11:45 AM - 12:30 PM (broll of winery interaction only)
•Location 1: Chronic Cellars Tasting Room (10:00 – 10:45)•Address: 2020 Nacimiento Lake Drive•Location 2: Winery (Barrel rooms, etc.) (11:00 – 12:30)•Address: 2025 Lake Drive•Potential Shots (Other than Interviews):•Interacting with vineyard workers•Interacting with dogs•Using thief for barrel tasting•Tasting / smelling / evaluating wine
SAMPLE STORYBOARDS
SOME PRACTICAL TIPS
• Optimum length for the web Depends on project, but under 2 minutes = good Under 1 minute = better
• Consider level of quality
• Format options: Whether to use high end camera, consumer cameras, phones
• Using alternative cameras like drones, GoPro, etc. gets you views from that audience.
PRODUCTION COSTS
PRODUCTION - DIR DAY RATE - 2nd CAMERA OR ASSISTANTS - EQUIPMENT RENTAL - CATERING - INSURANCE - LOCATION FEES, IF NEEDED
OTHER ADDITIONS: Copywriting, art department, casting for models, actors or extras, wardrobe, hair & makeup, etc. quoted separately.
EDITORIAL
A simple 1/2 day shoot usually takes 2-3 days to edit.A full day shoot may take 3-5 days to edit.
Filming budgets vary greatly, depending on production time, editorial time and deliverables. $3K for very simple, to $10k, 20k or more for lengthy series or time consuming shoot.
ONE TYPICAL (bare bones) BUDGET
PRODUCTION:
HALF DAY SHOOT: Standard camera package, One shooter, one assistant, available light. (Simple interviews and b-roll, non-scripted, documentary style.)
POST-PRODUCTION
2 editorial days or 15-20 hrs.
TOTAL
$1800
$1600
$3400
• Simple 4 hour shoot. Not including music, travel expenses, editorial over 2 days or other costs.
Simple intro to you and your wine. No prep, no frills, just a nice short storyand half day shoot.
FILM SCHOOL IN A FEW MINUTES
GET CREATIVE ON PAPER
• Be interesting (cheeky, edgy, personal, or you might bore people)
• If you’re going to shoot an interview, first write a script with powerful keywords. What are the actual words you want to hear in your video?
• Find inspiration by what moves you and will work with your brand
IF YOU’RE PRODUCING YOUR OWN
• Format – think cinema• Where is your light?• Pay attention to composition (how can we show
something in a way that’s not usually seen? Foreground elements? Shoot from above? Shoot from below? Shoot overhead looking straight down?
• Create negative space…can be done with closeups or texture.
• Your sound source is important• Edit wide, medium, tight• Spend money on music• Distribute freely, often and repurpose your footage
GOLDEN MEAN - RULE OF THIRDS WHERE TO PLACE YOUR SUBJECT
THINK OF ALL SHOTS IN A SEQUENCE OF 3 - WIDE, MEDIUM, TIGHT
WHERE IS YOUR LIGHT SOURCE?
TRY TO CREATE THIS KIND OF LIGHT
PLACE YOUR LARGEST LIGHT SOURCE NEAR THE FRONT OR SIDEOF SUBJECT
WINE COUNTRY DOORS
CONQUERING OUTDOOR LIGHT
DIFFUSE/BOUNCE/BOTH
SHOOT FROM ABOVE OR BELOW
CREATE NEGATIVE SPACE
SILHOUETTES ARE COOL
LOOK FOR REFLECTIONS
DISTRIBUTE YOUR CONTENT
• Write a synopsis for your video - short, sweet but don’t give away the surprise. • Consider building a landing page to house all your video content.
• YOUTUBE Name it effectively and use relevant hashtags
#wine, #your appellation, #your varietal, etc.
• FACEBOOK Post directly for most views• TWITTER Use relevant hashtags
• VIMEO Use groups (wine, travel, DSLR, Canon, etc to be exposed to new audience)• INSTAGRAM Create a 15 sec cutdown of your video
• GOOGLE+
DISTRIBUTE YOUR CONTENT
MAKE SHARING EASIER
IF THIS THEN THAT
HOOTSUITE
MUSIC MAKES A DIFFERENCE
$29 - $69 TRACKS
Premiumbeat.com
Pond5.com
$200+ TRACKS
Musicbed.com
Marmosetmusic.com
REPURPOSING YOURVIDEO CONTENT
• Shoot “behind the scenes” of your video or still shoot for even more content• Many screen grabs look great as stills• Most screen grabs are large enough for website
backgrounds, posts on Facebook, Instagram, Twitter or Pinterest• If you do multiple videos, sometimes you can create
a “best of” at the end of the year.• For events, think of shooting a video to invite and
promote, then shooting the event itself. The following year, you have your promo video ready.
REPURPOSING YOURVIDEO CONTENT
LET’S SHOOT A VIDEO
