How to use content marketing and the Power of Story to build your business.

1. What’s AR&D?
Develop powerful one person to one person video
marketing strategies.
Build successful brands based on 31 years of
audience research and development.
Create engaging stories to increase recognition,
reputation, and revenue.
Distribute targeted marketing messages using social
media and emerging technologies.

2. Bob Kaplitz
More than three decades of experience building successful brands
primarily for TV stations using the power of video. That includes the
highly successful “Spirit of Texas” campaign for Channel 8.
DFW American Marketing Association: Pioneered innovative use of video
to boost attendance via social media.
DFW Interactive Marketing Association: Judged the nation’s most
creative work.
MBA Educator: Recognized for excellence in teaching international
marketing and digital media by Dean at University of Dallas Graduate
School of Management.
Award-winning TV journalist appearing on CBS Evening News with
Walter Cronkite.
© 2011 AR&D, Inc.
All rights reserved

3. Video Marketing Strategy
Bob Kaplitz

4. First
• Please take out your business
card.
• If you have a QR code on it, raise
the card.

5. Learn
• What you don’t know can hurt you.
• Learn about new, affordable video
technology to build your business.
• How to get noticed so people seek you
out like a TV station.

6. What is a QR code?
Quick Response code is a barcode readable
by dedicated QR readers in intelligent phones.

7. What is a QR code?
Quick Response code is a barcode readable
by dedicated QR readers in intelligent phones.

8. What is a QR code?
Quick Response code is a barcode readable
by dedicated QR readers in intelligent phones.

9. What is a QR code?
Quick Response code is a barcode readable
by dedicated QR readers in intelligent phones.

10. What is a QR code?
Quick Response code is a barcode readable
by dedicated QR readers in intelligent phones.

11. Ready or Not?

12. Ready or Not?

13. You as a Media Company

14. Revolution in Marketing
Interactive
Traditional • People searching
• Pulling in
• Pushing out
• Interrupting

15. Revolution in Marketing
Video
Social Media • See
• Hear
• Conversations • Feel
Interactive • Credible
“news”
• People searching
• Pulling in
Traditional
• Pushing out
• Interrupting

16. Video Content: 4 Channels

17. Video Content: 4 Channels

18. Video Content: 4 Channels

19. Video Content: 4 Channels

20. What is a QR code?
Quick Response code is a barcode readable
by dedicated QR readers in intelligent phones.

21. Smartphones
Estimate – 250 million by end of 2012
From Nielsen

22. QR code basics
 Download QR scanner app on smartphone
iPhone - Scanlife, Redlaser
Android - QuickMark
Blackberry - QR Scanner

23. QR Code Basics
Generate your own code in seconds.
Google “QR Code generator”
Code only good for ONE link
Download QR Code image
Place anywhere

25. QR code basics
 Generate your own code in seconds.
 Google (QR Code generator)
 Code only good for ONE link.
 Download QR Code image
 Place anywhere

26. Custom Codes

27. E’s of QR codes
#1- Engage
#2- Educate
#3- Easy

28. Action launched by Code
#1- 47% Video

29. Action launched by Code
#1- 47% Video
#2- 34% Sweepstakes

30. Action launched by Code
#1- 47% Video
#2- 34% Sweepstakes
#3- 24% Social Media

31. Custom Code vs Generic Code
Custom- Relink code Free Generic- One Link

32. Clients- Custom Code Designs

33. Scan Strategies
• ENGAGE- Video #1 Scan Action- 47%

34. Scan Strategies

35. Scan Strategies

36. Scan Strategies
• EDUCATE- ADD VALUE With EXPERT ADVICE

37. Scan Strategies
• EDUCATE- ADD VALUE With EXPERT ADVICE

38. Scan Strategies
• Call to Action-

39. QR CODE #1 MISTAKE
(LINK TO WEBSITE)

40. QR CODE MUST
Link to Mobile Landing Page

41. Packaging

42. Searchable Valuable Information

43. Video Content: 4 Channels

44. Video Email

45. Video Email

46. © 2011 AR&D, Inc.
All rights reserved

47. Video Content: 4 Channels

48. Video Content
Email

49. Research
With proper
optimization,
video increases
the chance of a
front page
Google result
53X.
-- Forrester

50. Warning:
Claim your real
estate before a
competitor
blocks you out.
Provide helpful
information.

51. When optimized
for search, each
video is a
magnet, pulling
in Google.

52. Video Content: 4 Channels

53. Key Points
• The less your video looks like
advertising, the more effective it’ll be.
• Let your content do the selling: The
Power of Story.
• People will pass along valuable
content, not ads.

54. Content Marketing
• The art of communicating with
consumers and prospects without
direct selling. Non-interruption
marketing.
• Instead of pitching, you’re delivering
valuable information that people
search for.
• Can create greater customer
engagement, enthusiasm, and sales.

55. Searchable Valuable Information

56. Creating Videos: 5 Musts
1. Real
2. Short
3. Educate
4. Engage
5. Sharable
Bob Kaplitz 214.766.4236 bkaplitz@ar-d.com

57. Searchable Valuable Info

58. Searchable Valuable Information

59. Content Marketing Video

60. Testimonials

61. Testimonials – Emotional Connect

62. Searchable Valuable Info

64. Welcome, Why You?

65. Personal Connection, Why You?

66. Testimonial with High Production

67. Recap
• Don’t wait. You can start now.
• You can become your own media
company.
• Let your content do the selling.
• People will pass along valuable
content, not ads.

68. Bob Kaplitz
Senior VP
bkaplitz@ar-d.com
www.kaplitzblog.com
214.766.4236

69. Opportunities to Engage with Video
Mobile
Video Email
Web

70. Video Marketing Strategy
Bob Kaplitz

71. Video Opportunities to Engage
3.
1. Mobile 2. Email
Web/YouTube
“Must Video
QR Codes
Open” Storytelling
Engaging
Video Q and A
Video
Instant
Sharable SEO
Response

72. 72
Video Opportunities to Engage
3.
1. Mobile 2. Email
Web/YouTube
“Must Video
QR Codes
Open” Storytelling
Engaging
Video Q and A
Video
Instant
Sharable SEO
Response

73. Create Videos: 5 Musts
Be Real
Be Short
Educate
Engage
Sharable

74. What to Do
• Create customized video marketing solutions essentially enabling
you to become your own media network.
• Create real, authentic, personal videos that educate, engage and
add value for the consumer.
• Combine video story telling with customized QR (Quick Response)
codes for a rich, state-of-the-art mobile experience that drives traffic to
your videos, website, promotions and more.
© 2011 AR&D, Inc.
All rights reserved

75. What You Need to Know
• You can be your own TV station.
• Whoever is in video first can dominate
that space.
• You can pre-empt competitors.
© 2011 AR&D, Inc.
All rights reserved

76. How Consumers Get Info
• When was the last time you wanted to watch commercials on
TV?
• Last time you went online to research a product or service?

77. Branded YouTube Channels
YouTube
channels are
“branded” with
your logo and
custom graphics.
Videos can reside
here forever.
You can update them.
© 2011 AR&D, Inc.
All rights reserved

78. Mobile Landing Page

79. What We Do
We create true, real and engaging content marketing web videos
configured to display on mobile devices as well as for use on all social media
sites.
Welcome video
greets
consumer and
engages them
with info on
your company
Links may be
Custom QR Code
changed.
takes consumer to
mobile landing page
when scanned with
smart phone reader.
© 2011 AR&D, Inc.
All rights reserved

80. Where do you want to put your code?
© 2011 AR&D, Inc.
All rights reserved

81. What Happens After the Scan…
• Viewer leaves feeling like they learned something
or benefitted.
• Special offers get consumers to scan. Engage
prospects and build a personal relationship with
them.
• Customers provide contact info for fast follow-up at
press of a button.
© 2011 AR&D, Inc.
All rights reserved

82. The Takeaway – it’s time to get serious
Strategy
Discipline
Capabilities

83. What kind of relationship do you want?
Transactional Loyal
Occasional Constant
Impersonal Authentic
Short-Term Long-Term

84. Video Opportunities to Engage
3.
1. Mobile 2. Email
Web/YouTube
“Must Video
QR Codes
Open” Storytelling
Engaging
Video Q and A
Video
Instant
Sharable SEO
Response

85. Revolution in Marketing
Video
Social Media • See
• Hear
• Conversations • Feel
Interactive • Credible
“news”
• People searching
• Pulling in
Traditional
• Pushing out
• Interrupting

86. Where To Put Videos
• Emails
• Website
• Branded YouTube Channel
• Facebook, Twitter, LinkedIn
• Blogs
• Links from other websites