When it comes to your business cards, brochures, trade show booth, print ads and website – Are they consistent across the board? Does your logo look the same, are you communicating a consistent message about your brand and is your brand easy to recognize?
In the following video, Keith Booton, the President of Boost Marketing, discusses the phenomenon he likes to call “Collateral Creep” and offers advice on how to avoid it. Check it out by clicking here:
Hang with me here. When you first see what this post is about—but not what it’s really about—you are going to want to bail. There is a marketing lesson in here, I promise.
So, as I am wont to do, I was reading an article about a debate amongst 19th Century Russian Literature scholars—Just hang on! I told you, patience!—surrounding an essay published in 2002 that claimed that Fyodor Dostoevsky and Charles Dickens had once met. The idea of this encounter between two of the greatest writers of all-time captured the imagination of several historians, who included it in major biographies they published about Dickens, all citing that same, single essay that described the meeting.
As the story spread, though, questions arose from other scholars. The facts didn’t line up—Dostoevsky didn’t speak English and never got along with other writers of his time. And why would this historic conversation only be now coming into public knowledge in 2002?
Upon investigation the article’s author, Stephanie Harvey, had cited sources that appeared to mostly be non-existent. Except, oddly, one of her sources did seem to be real writer. But when scholars looked into the work of that writer they found an even stranger pattern: he was connected to a whole web of other writers who only ever wrote about or cited the works of each other.
The whole untangling of the plot is worth reading here (warning: it’s 10,000 words), but long story short — it was discovered that there was just one real man, A.D. Harvey, publishing work and writing reviews of his own work under various pseudonyms: Stephanie Harvey, Graham Headley, Trevor McGovern, John Schellenberger, Leo Bellingham, Michael Lindsay, Ludovico Parra, and many others. One man having a conversation with and about himself in numerous literary journals and opinion columns. Sometimes he wrote articles praising work he had written under another name. Other times he would actually criticize the writing of his alter egos.
If not for his Dostoevsky hoax, he may never have been discovered. It’s an entertaining story, but—and here’s the connection for those who have stuck with me—it actually had be thinking about how insular entire businesses can become. They may not make up a dozen fake names and write letters to themsleves, but how often do businesses in their marketing or social media efforts find themselves talking amongst the same group of people about the same things? Telling themselves the things the want to hear? For all the time and money they spend on it, their marketing adds up to talking to themselves.
Getting a fresh, outside perspective is the key to breaking out of this looping conversation. Knowing your industry is vital, but you will stagnate quickly if you don’t know how to reach into new areas—or bring new ideas into it. Take your marketing seriously by working with people that will bring more voices to the conversation surrounding your business.
Oh, we’re not aiming to merely pass up childhood cancers. It’s our goal to leave it in the dust once and for all.
That’s why Boost 4, the fundraising arm of Boost Marketing, is participating in a race to benefit Aidan’s Army. The Aidan Manning Memorial Foundation is dedicated to advancing research and treatment of childhood cancers like Medulloblastoma – the kind of brain tumor 3-year-old Aidan Manning lost his battle with.
How will we get there?
We’re driving in “The 24 Hours of LeMons,” an endurance race for cars that cost no more than $500. All sponsorship money and donations will provide Aidan’s Army with the funds they so desperately need.
We need your help.
Because while our car is a piece of junk, the cause behind it is all golden: Your sponsorship and sonations will help support Aidan’s Army, the Aidan Manning Memorial Foundation dedicated to advancing research and treatment of deadly childhood cancers.
Visit boost4.org to learn more or to join the cause!
When thinking about the variety of creative ways your company can market itself through video, consider time lapse photography. If your event is over ten minutes long (even weeks long!), time lapse can be a great way to capture it.
In this week’s installment of “90 Seconds to Launch”, Boost’s videographer Jake Mater provides tips and insights for creating your perfect time lapse video.
Revealing the second installment in our new videos series, “90 Seconds to Launch”, we continue our mission to share important information with you about the growing and marketing of your brand.
In this installment, “Help Us Help You”, Elizabeth Oppriecht details ways that you, as a new or existing client, can help in the building and creation of your company’s marketing campaign. With tips on everything from what information to provide to how to best engage your team, the details provided in this video will provide an excellent foundation for the implementation and maintenance of your most optimal marketing efforts.
Check out “Help Us Help You” by clicking below; then, feel free to contact us with any additional questions or feedback. We thank you for watching!
Say hello to our new video series at Boost, “90 Seconds to Launch!” In 90 seconds, we’ll share a valuable piece of marketing info you need to grow your brand.
Like what, you ask? Take this great segment from Dan Gershenson on the Buyer Persona – the profile of that potential customer you need to to fully discover and create so you can customize your message, media selection and much more. Check out Part 1 and let us know what you think!
Each year during the holiday season, Boost Marketing chooses a local charity to support and promote.
This year, our donations went to the Midwest Shelter for Homeless Veterans, a not-for-profit transitional living facility in Wheaton that provides assistance to U.S. military veterans, providing them with the opportunity to return to useful and productive lives by promoting skills for independent living.
The Midwest Shelter for Homeless Veterans was founded by Robert Adams, a US combat veteran of the Vietnam war era and a Licensed Clinical Social Worker specializing in Post-Traumatic Stress. The shelter provides veterans with a variety of services to prepare them for successful independent living: education, psychotherapy, substance abuse assessment and treatment, legal assistance, job training and daily living skills. 35 veterans have gone through the shelter’s programming since its opening in 2007, with a 77% success rate.
We felt the key to truly understanding the shelter’s mission and value would be to experience it firsthand. We produced the following pro bono overview of the shelter, including interviews with current residents and staff. Additionally, we donated to the cause ourselves.
Should you be interested in learning more about the shelter or making a donation, you can visit the shelter online at: http://www.helpaveteran.org.
From our team at Boost Marketing to yours, we wish you the happiest of holiday seasons and much success in the new year.
We have just finished up our 2012 Demo Reel and, having the opportunity to look over our work in this way, we couldn’t be more proud of what we have accomplished for our clients this year.
With each new video project we are awarded, we look to use our background in cinematography to innovate and create unique content perfectly in-line with the brand’s message. Pushing the limits of what has been done and what we can do, we look to make an episodic arc of videos that tell a consistent story for each client.
Equipped with a Canon 7D and 5D Mark III, a Sony FS700, essential lighting and a teleprompter all in-house and ready to go, we not only provide a high-quality product with quick turnaround, but we are able to deliver these services at a much more competitive price than those who source these services from several outside vendors. Additionally, we have Copywriters on staff able to effectively script a clear and creative way to get your message across.
Need B-roll That Scores an A+? We have a demonstrated and long-standing excellence with time-lapse photography and post-production capabilities, and we have just recently expanded our video offerings with our slow-motion option.
Take our work for Bloomingdale Signs By Tomorrow as an example. From capturing their team on-site at NASCAR, wrapping one of the vehicles, to filming their Color Jam event, during which the team wrapped an entire street corner downtown Chicago, we were able to combine interview footage, time-lapse and b-roll to tell the perfect story. Our Color Jam footage so pleased the client that he commented that it was superior to the footage of the event shown by NBC’s Brian Williams on “Rock Center”.
So if you have been considering marketing your company through video, or even modernizing videos you’ve made in the past, we thank you for considering Boost Marketing as your resource for a video production that towers above the rest. Feel free to Contact Us for quotes or more information.
And we would like to thank Main Tape, Bloomingdale Signs By Tomorrow, Fanuc FA America, Exact Metrology, Giant Steps and the people of Tokyo for their participation in this demo. We’ve done excellent work together, and look forward to the year to come.
As most videographers know, there are quite a few considerations one must take when planning an outdoor shoot. And when the Boost team set out last week to film at a local park, we believed we had thought of them all…
Feeling amply fortunate to have an unseasonable warm-weather day, clear skies and the gorgeous fall foliage gracing our project, we planned the shoot while work and school were in session to minimize traffic and arrived early to set-up in the perfect location for lighting, scenery and sound.
But there was one thing we just didn’t take into consideration…
As the camera rolled and our client began his presentation, a local couple began down the path towards us, walking their… parrot?
Sure enough, “Coco” the bird, riding in style in his bird-buggy (far cooler than your average baby buggy), stopped with his family to enjoy the beautiful fall day on a nearby park bench.
As our client continued the taping, admirably able to focus on his message despite the odd scene, Coco decided to get in on the attention. Before we knew it, Coco was belting out his own rendition of “Heyyyyy, Good Lookin’! Whaaaaaat you got cookin?” in a singing voice that could make him the next American Idol.
Not only was Coco humorous and distracting for our client and team, but having a parrot singing classic country songs in the background did not exactly fit our video’s theme.
Of course, our team was quickly able to adapt and still capture a great video for our client. But we found this to be a great demonstration of how you just can’t plan for every constraint or obstacle that may come along when it comes time to roll. Good videography takes quite a bit of thinking on your feet, and Coco served as the perfect example.
And, speaking of Coco, he was kind enough to show off in front of the camera after our scheduled shoot. Seen here with his owner, Tony Jent, we put together a video of the action so that you all can share in the joy that Coco’s singing brings, as well.
We thank Coco and his family for the great performance and great story and look forward to our next adventure out in the field!