Tactics for building better creative relationships with your clients and providing value beyond the deliverable. Video marketing is about so much more than just making videos, it's about making an impact to your client's business. Presented at WistiaFest 2017.

1. Pitching, pricing,
and performing
Going from video vendor to marketing partner
Ian Servin - Strategist at Animus Studios

2. I’m a storyteller
WHAT DO I DO?

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Conversations

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Sharing

7. Introductions
WHAT DO YOU DO?

8. Vendor vs Partner
LET’S GET STARTED

9. Videographer vs Marketer
LET’S GET STARTED

10. vid-ee-og-ruh-fer

11. What does a videographer do?
• Works project to project
• Executes a client’s vision
• Limited creative input
• Focused on the deliverable

12. 1. from the start you don’t own the relationship
2. you’re not positioned as an expert, you’re a commodity
3. you can’t even be all that creative in production
4. you stop providing value the moment you send the
video file

13. and that’s ok

14. Agencies are usually good at
thinking strategically, but…

15. Agencies approach video
like a videographer

16. That’s not good for clients
or your business

17. Let’s talk about partnership

18. what does a video marketing partner do?
• Builds long term client relationships
• Spends time upfront understanding business challenges and goals
• Determines the best content strategy to meet those challenges
with creative solutions
• Creates and distributes content over time and optimizes future
work based on past results
• Focused on the impact, not the deliverable

19. this approach will make your agency
and your clients really happy

20. • lower cost per deliverable, higher ROI
• tighter integration with external marketing teams
• decrease ‘spin up time’ required between new projects
• better relationships = more trust = creative freedom

21. Tactics for a relationship-driven workflow
OK, GREAT NOW WHAT?

22. Let’s talk about pitching

23. The pitch isn’t actually the beginning of
the client relationship.

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It all starts with discovery

25. • understanding who your client is and what they’re
trying to accomplish
• looking at their existing marketing plans and identifying
opportunities and challenges
• analyzing competitors content strategy
• outlining a path to success

26. The creative jam and the voice doc
TWO TACTICS FOR A BETTER PITCH PROCESS

27. The creative
jam

28. A creative jam is all about establishing
a collaborative relationship with the client

29. • ask about previous production experiences, what went
well? what was not so fun about the experience?
• what marketing campaigns or activities are currently
underway? how are they performing?
• What stories aren’t being shared that should be? what
audiences aren’t being communicated to?

30. Building a
solid voice doc

31. • learning the brand’s origin story, how did it get started and
what was the original mission?
• how has that mission changed/grown? what does the brand
value today?
• what industry-specific terms are important to know? how
technical or formal are our audiences?
• what does the company sound like? does that change when it
speaks to different audiences?

32. document, condense, and draw conclusions

33. let’s try it out

34. • learning the brand’s origin story, how did it get started and
what was the original mission?
• how has that mission changed/grown? what does the brand
value today?
• what industry-specific terms are important to know? how
technical or formal are our audiences?
• what does the company sound like? does that change when it
speaks to different audiences?

35. Let’s talk about pricing

36. videographers are commodities,
marketing partners are experts

37. value-based
pricing

38. A value based price is the price a client is willing to pay
given the amount of value your solution provides.

39. • value based pricing is a combination of positioning and
calculating your value
• this calculation is complex and it requires an understanding
of your client’s business
• you have to be a solutions provider to charge based on value
• VBP is focused on the total relationship, so you still need to
understand time and materials cost to budget out a project

40. Building a
better budget

41. 1. Segment your budget
• You need more than one budget
• Start by building a doc that covers the entire
relationship
• Break individual projects down into their own budgets

42. 2. Define your activities
•Setup
•Production
•Distribution
•Measurement/optimization

43. Distribution
• Scheduling
• Publishing
• Copywriting
• Ads management
Setup
• Initial meetings
• Content audit
• Voice guide
• Competitive analysis
• Content calendar
• Distribution plan
Measurement/Optimization
• Gathering metrics
• Analysis and reporting
• Internal retrospectives
• Client check-ins
• Adjusting

44. 3. Track your time
• Use a tool like Harvest or Toggl to make tracking easy
• Start high level to start; if you overcomplicate things you
won’t stick with it
• Check in during and after the project and compare your
initial estimates with actual time sheets

45. Example: Sample budget

50. Let’s talk about performing

51. Let’s talk about executing

52. Understanding
distribution

53. • Distribution is all about making sure your video makes and
impact and ultimately helps your client achieve their goals
• you need to think about distribution at the beginning of the
project
• every channel has different benefits and use cases
• audience + content determines what channels are relevant
• client goals determine which channels are important

54. Distribution starts with discovery, is executed during
publishing, and ends with measurement and optimization.

55. Warning: Distribution is hard.

56. Don’t fake it.

57. Measurement
and optimization

58. • KPIs are important and should be set ahead of time
• don’t let KPIs distract you from new or surprising
insights from metrics you’re not focused on
• set up a reporting cadence from the start, and stick to it
• regroup regularly internally and with the client to
analyze performance and talk next steps

59. https://wistia.com/library/guide-to-video-metrics

60. Time for a retrospective
THE ULTIMATE OPTIMIZATION TOOL

62. What went well?
What didn’t go well?
What did we learn?
What new questions
do we have?

63. partnership is about asking the right
questions and making strategic
decisions collaboratively

64. Want to talk more?
Visit http://srvn.co and click ‘schedule a chat’