Brian Creath

Archive for the ‘Internal communications’ Category

Beyond Survival: Brand As Competitive Edge In Today’s Business Environment

In Brand, Brand Relevance, Brand Strategy, Business strategy, Corporate Marketing, Internal communications, Marketing, marketing strategy, Positioning on February 26, 2013 at 11:45 am

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Investing in a strong brand is one of the single most important efforts that an enterprise can undertake to ensure continued relevance and growth in a rapidly changing market. Unfortunately, many companies have become so concentrated on developing efforts that promote ‘the next sale,’ that they have neglected investing in the foundation of their brand direction.

Without a brand umbrella to help rationalize margins, instill customer loyalty, bolster employee morale and drive awareness, every sale becomes a little more difficult and disproportionately more expensive.

To download the entire whitepaper, simply click here.

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“We Could Really Use A Video.” (Or) I Dare You To Find A Better Way To Tell A Story.

In Advertising, Brand, Business Development, Business strategy, Internal communications on February 19, 2013 at 2:34 am

Last year, we launched Big Shot which, in addition to being a full-service marketing and advertising firm, has a primary focus on providing businesses with short-format (2-3 minute) videos, for online marketing, sales, communications, training and recruiting. Since then, organizations have found a variety of different ways to integrate our video ‘product’ into their plans:

  • Single-location franchisees of larger retail brands are using short-format videos to differentiate their local franchises. We are working with three (3) separate owners to develop branded videos that blend the story of their unique benefits and features with their overall corporate story and brand.
  • Large, sales-driven companies are using short-format video to showcase dramatic sales stories. Two (2) separate organizations are developing an ongoing series of key customer stories — told by the customers and sales people who were actually involved — to demonstrate how their products benefit customers. These are being developed both to gain new customers and to train new sales people.
  • Large and mid-sized not-for-profit organizations are building short-format video ‘libraries’ as a way to describe and showcase benefits to staff, members and prospective members.
  • Multi-Location organizations with hourly employees are using short-format video to strengthen communications, training and operations standards. One major service organization is developing a series of training videos that will be distributed online to employees in its many regional operations facilities.

The applications for Big Shot’s short-format videos are endless. Using high-quality production and story development, viewers describe the exciting look and feel of Big Shot videos as something closer to a ‘national TV show’ than traditional advertising, or lengthy and boring business video.

Perhaps your company could tell a better story with Big Shot? We’d enjoy exploring possibilities with you. To learn more, contact Brian Creath, president of Big Shot at 314-276-5383, or at bcreath@bigshotagency.com.

To learn more about our sister brand and marketing strategy firm, Cohesion, visit http://cohesioncompany.com.

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Convert Outdated Communications Efforts To Video.

In Advertising, Brand, Business strategy, Communications, Corporate Marketing, Internal communications, Sales, Sales Messaging, Video on October 1, 2012 at 5:36 pm

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Let’s face it: If yours is like most larger organizations, there’s a good chance you’ve put a number of communications tools on auto pilot during the last few years. From newsletters to case studies, from sales materials to recruiting efforts, we continue to watch companies waste precious resources on communications tools that are not only outdated — they’re expensive, boring and frankly, customers and employees aren’t using (or reading) them.

Enter Big Shot Agency: a firm dedicated to the development and management of short-format (2-3 minute) videos for businesses large and small. Read more here: Big Shot Develops Video Stories Platform.

Starting with a simple audit of your current management, marketing and communications objectives and tools, Big Shot (in conjunction with our sister brand & marketing consultancy, Cohesion) can develop a plan and approach to migrate and evolve outdated communications efforts and tools to online video, over time. Tools that people will enjoy…and better yet, understand and use.

Ready to modernize your communications approach? Contact Brian Creath at Big Shot at 314-276-5383, today.

Would Short-Format Video Be A Better Way To Explain That?

In Communications, Internal communications, Marketing, Messaging, Positioning, Sales Messaging, Social Media, Strategy, Video on September 13, 2012 at 11:00 pm

Look around your company. If yours is like most large and mid-sized organizations, the people inside (and possibly you) are still using a number of outdated and inefficient ways to communicate key points and issues. In critical areas such as HR, customer service, training, operations, manufacturing, sales, marketing and management and more, the problem is rampant.

Boring presentation materials. Still photography on websites and intranets. Printed sales pieces that no one reads. Tools, which often require tremendous skill on the part of the person delivering the information, or unlimited patience on the part of the person receiving it. Tools that are not only inefficient, but expensive.

They’re also at odds with a growing demand for quick, bite-sized information. Let’s face it: your employees and customers aren’t clamoring for the next PowerPoint presentation. Nor are they giddy about the flow of static images you’re currently spending money on to house on your website or intranet.

Today, the average American (employee and customer alike) watches 23 hours of online video every month. A number that is growing at a tremendous pace. Savvy companies are not only recognizing this fact, they’re building plans and developing video assets that capitalize on it. The reason is simple: Production costs have dropped, production quality has increased, and the cost of distribution is nominal.

“Today, there simply is no better way for an organization to communicate on a consistent, volume basis than with quality, short-format videos.”

But one problem remains: the landscape of current video development and management resources. Certainly, we don’t lack for traditional video production companies. Vendors that will gladly take your money based on the expensive premise of, “sure, we can do that for you.” At the other end of the spectrum, we all know friends, relatives and peers who can operate a video camera and cobble together something that passes for a video.

What has been lacking is a resource focused solely on developing and managing the right video format for today’s online viewing audiences. Lacking, until now.

Enter Big Shot. A firm born of the combined expertise of a nationally recognized brand and marketing consultancy (Cohesion) and a 25-year-old production entity, squarely dedicated to the development of engaging, 2-3 minute videos built for online viewing that tell a distinct and unique story. The video stories we most often develop are best told by the people who know them best: sales people, customers, executives, and more. We intentionally strive for a ‘look and feel’ that is more similar to a national cable TV show than it is a stilted (and obviously scripted) traditional video or broadcast spot.

Big Shot’s short video format takes into account a story’s relevance to customers, and balances the length of time needed to tell a complete story and the attention span of the viewer. It is a format perfect for the myriad of business stories that can be found (and need to be told) in HR, customer service, training, operations, manufacturing, sales, marketing and management.

Most companies we work with see video as more than a single project (though Big Shot’s relationship with a client often begins that way). Most of our corporate clients see video as a tool that can be managed as an asset over time. For these clients, the process becomes one of building initial brand and general foundation video(s) and then developing and managing specific messages and issues into individual video properties, over time.

The most efficient communications effort delivers “the right message, to the right person, at the right moment in time.” Short-format video–one that articulates a quality story and is developed in a familiar, quality production–is the only tool that allows you to do this in an engaging and affordable manner.

For more information, please contact Brian Creath at Big Shot Agency at 314-276-5383, or at bcreath@bigshotagency.com.

Is Everyone Delivering the Right Story, Right Now?

In Brand, Communications, Corporate Marketing, Internal communications, Messaging on September 16, 2010 at 1:22 pm

Every day, your company’s reputation and its sales potential are influenced not only by the conversations taking place in controlled sales and marketing environments, but by the complex network of seemingly small discussions that take place over coffee and cocktails, at football and soccer games, and yes, on Facebook and Twitter.

Some organizations cringe at this thought and deem it too big a problem to tackle; others, simply deny its importance and influence. Others still, push it off as something that the right media or technology can fix.

Let me be clear: this is not a Media or a Social Media issue. It’s a knowing-what-to-say issue. (Social Media, as fascinating as it might be, is only a distribution tool.) We’re not suggesting that you can (or should) control every conversation that takes place about your company. But the company that doesn’t try to guide these conversations in the right direction is truly missing an opportunity.

Building and managing the right story for a given brand, sales effort or critical issue reduces mid- and long-term marketing expenses. It increases internal understanding and loyalty. And perhaps best of all, it greases the skids for a more productive sales effort.

At Cohesion, we focus on helping clients build and manage a clear, concise and compelling story—whether that story is for a single sales/marketing issue, or a much larger internal/external challenge. We’re not an ad agency or traditional marketing firm, but a specialized brand and marketing consultancy. While I’m working on my next post, I hope you’ll read about how we can help you find and develop the right story, at: http://cohesionagency.com, or, just email Brian Creath, Managing Principal.