This past month I had the honour and pleasure to work with TRIUMF, Canada’s National Particle Accelerator for Particle and Nuclear Physics.  Since its foundation, TRIUMF has been running experiments that are studying the building blocks of life and the origins of the universe. The Scientific research they conduct at a microscopic level can also serve a number of practical purposes. Using the equipment at TRIUMF, they are able to determine the functionality of high-end mechanical and electrical equipment before they go into space (including the Canada arm!). TRIUMF is also well known for its production of rare isotopes, and other high specificity drugs for medicinal purposes.

The first video I shot for TRIUMF was a summary of their Nuclear Medicine program.  The interview is located in the facility’s original Meson Hall, and is lead by an interview with TRIUMF Director, Nigel Lockyer.  We were able to achieve a dynamic element to the video using a combination on b-roll and other graphical media assets provided by TRIUMF.  In addition to the visual aspects of the video,  Mr. Lockyer did a great job at summarizing the Nuclear Medicine program, while keeping it all very interesting and engaging. Click here to watch the video.

A second video I put together for TRIUMF was in commemoration of their 40^th year anniversary as a nuclear physics research center. This video consisted of two interviewees.  Erich Volk was a former director of TRIUMF and a brilliant nuclear physicist.  (In passing, I happened to find out that Erich sat in on lectures of Albert Einstein. This connection quickly became clear for me as I could see that Einstein’s theories have played a key role in Volk’s perspective as a scientist, as well as the development of TRIUMF on the whole).  The second interview subject, Ewart Blackmore has also been a central figure in helping bring TRIUMF to the international map of high technology, and a key contributor the development of TRIUMF’s main attraction: the 500 MEV Cyclotron.

Using alternating responses from both Erich and Ewart, I was able to reconstruct a single vision from TRIUMF’s past. This story was enhanced in a retrospective-style using with stock image and video from TRIUMF.  This second piece exemplifies how videos can go beyond the conventional path of ‘Corporate’ and ‘Promotional’ video. The visual medium is incredible. With enough planning and creativity, it can allow us to show, educate, and to inform in an endless number of ways. Click here to watch TRIUMF’s 40 Year Anniversary Video

Regardless of your budget, the principles behind branding and advertising require the same intellect and creativity as any other marketing strategy. The bottom line is that today’s internet-user has an attention span which is not measured by minutes, but seconds. First-time visitors to your site are going to expend minimal efforts trying to figure out what it is that you are selling/representing, and why they should be interested. Below are some examples of  effective online video marketing strategies that may be useful for your business.

Video Blogs
Video blogging refers to routine video commentary with postings displayed in reverse-chronicle order. While the styles of video blogging may differ from company to company, many have found success by bringing their president or CEO to their online forums. The result is increased trust from consumers and clients. This kind of transparency demonstrates that the leader of a company not only cares about the success of his/her product, but also the satisfaction of the company’s shareholders and customers. What differentiates the video blog from the written blog is the “transparency factor”. According to Cisco Systems marketing expert John Earnhardt – “Video enables connections with a different kind of relationship. One can see the person talking and it feels very authentic” (full link to this article here).

Video Podcasting
Podcasting may include product demonstrations, troubleshooting, tutorials, and other educational content. Creating video that is focused on instruction is the perfect way to distribute branded entertainment in a way that does not come off as commercialized content. In essence, it is a way to capture a massive demographic of people looking for your knowledge and expertise. One example is the Design Centre at Adobe with “how-to” Video Workshops for some of its many popular programs. In some cases the educational content of your video podcast doesn’t even have to relate directly to your product (Ie. If you are selling stainless steel pots and pans, you can shoot several cooking recipe video segments  that are sponsored by your cook-wear). 

Viral Marketing
Perhaps the most commonly talked about buzz word for online marketing are “viral videos.” A viral video may be classified as anything that turns the viewer into the distributor by passing the information onto his/her personal network of family, friends and acquaintances. Viral videos often contain a humor or shock. One of the first successful viral ad campaigns were a series of videos created for YouTube by blendtec.com. The videos are nothing more than an ongoing infomercial for an industrial blender. In each segment, the host attempts to blend various bizarre household and electronic items to show off the power of the blender. Since this YouTube channel was created in 2006, it has had more than 3 million page views. http://www.youtube.com/user/Blendtec

Online Video Campaigns

IBM’s “Art of the Sale” Comedy Series 
http://www.youtube.com/watch?v=MSqXKp-00hM

Ford “Bold Moves” Documentary Series 
http://www.youtube.com/user/FordBoldMoves

BMW “Web TV” Video Podcasting 
http://www.bmw-web.tv/en/channel/new

Kraft Foods “Cooking Video Challenge” 
http://www.youtube.com/watch?v=KnGSyOUphJU