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Video: The Rug That Holds the Room Together Brian Maschler, Chief Creative Officer, Bulldog Solutions
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Bulldog is a modern marketing agency exclusively focused on complex B2B.
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The Situa*on
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We’ve Got a Situation.
• Today’s creative marketing planning is broken
• Inadequate to plan integrated, omnichannel marketing programs
• Video is an afterthought
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The Creative Planning Gap Branding Guidelines
Campaign Planning
• Logo
• Colors
• Fonts
• Web Guide
• Tone of Voice
• Advertising and Social Media
• Personas
• Customer Journey
• Why Change?
• Why Now?
• Why Us?
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• Historical approach doesn’t fit today. Older marketing orgs still work this way
• Universities still teach this way
It’s a Vicious Cycle
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Thinking Differently
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Video Has Evolved
• One-‐way, single screen • Cap2ve audiences • Brand messages
2000
• Be8er tech: massive increase in video consump2on • Higher standard for storytelling • Interac2ve video
TODAY
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“Above the Fold”
Evolving Vocabulary
“Storyboard”
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To avoid making video an a-erthought, incorporate it earlier with a sense of purpose.
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• Branding Guide
Key Planning Ingredients
• Persona(s) • Journey Map(s)
Strategy Brief
Campaign Theme
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“It seems to be one of the paradoxes of creativity that in order to think originally, we must familiarize ourselves with the ideas of others.” — George Kneller
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Planning from a Journey Map
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Goal: Educate wirehouse advisors about the opportuni*es to break away & become an independent advisor. TDAI is a partner that will guide you through the process. Approach: P2P content strategy using customer advocates
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Bob Rall
Research Custodian Search
Nego>a>on Implementa>on New Fron>er
Growth Advocacy Triggers
What Triggered My Move
My Best Advice Life AJer My Move
Making the Move
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Planning from Personas (Customer Insights)
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Goal: Educate IT professionals about the importance of resilience. The survival of your company (and job) is dependent on the survival of your data. Approach: Video strategy to promote deeper learning materials
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Simpler version: Example of Modern Video Campaign Theme
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Holiday Survival Guide The “IT Survivalist”
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Beyond Video
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Planning from Customer Insights (Personas)
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MarrioN: “Two Bellmen” Over 13M views
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Volvo: a story of precision & grace Over 85M views
(Many parodies over 1M)
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Intel: “If Cables Were People”
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Burberry London: the founder’s story as a movie trailer
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Chipolte. The Scarecrow • Video • Mobile game: educa*on, engagement, rewards within the game for actual food
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Long form content: Lego Movie
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PuZng Video at the Center of Your Planning
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DIY Campaign Planning
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• Drop your business card at booth – or email us directly
• Presentation, strategy brief and theme templates
Everyone Likes Free Stuff
