Video adds punch to new biz presentation

The old adage - seeing is believing - rings true especially during new business presentations, at least for many leading PR firms who are turning to customized videos as a weapon to help win a big account.

From man-in-the-street interviews and client testimonials, to elaborate dramatic productions with original musical scores, the multimedia impact of video brings energy, life and entertainment to new business pitches.

Ted Smits, President of TED-TV Productions, who has prepared pitch videos for PR firms such as Shandwick, Cohn & Wolfe and GCI Group, points to video as a low-cost, yet very effective way to stand out among competitors in a pitch.

Smits says the following are good angles for video pitches.

• Use man-in-the-street approach. These pieces can give a real world, up-to-date take on a company's image or product. Smits believes each interview should be limited to three questions. Ask open-ended questions that call for detailed explanations, rather than simple "yes" or "no" replies.

Videos can also be shot at a location that in some way relates to a company. For example, Smits points to a Nabisco pitch in which he traveled to Newton, Mass., to ask town residents how the 100th anniversary of the Fig Newton should be celebrated.

• Back up research. A video for a news business presentation can reinforce research or strengthen a firm's strategic recommendation.

It's a good idea to include some quotes from the man-in-the-street interviews to back research findings or take a contrary stand to current thinking.

If you have an idea for a PR program or consumer information campaign, run it past the public.

For instance, a PR firm pitching a liquor account focused its presentation on bartenders since they recommend different brands to drinkers, rather than general consumers. Video interviews with bartenders showed the decision-making behind their drink recommendations. They also spoke about their need for more information from liquor companies.

• Humor helps set the tone. Humor can help entertain and engage the audience, while communicating some serious points about a new PR strategy.

A video showing a sense of humor, good music and interesting effects serves as an excellent ice breaker, brightening and often waking up the pitch.

Smits recalls a recent video his company did for a shopping mall developer.

It was entitled "Mall Improvement Time" and parodied the TV show, "Home Improvement."

Another effective device is a take-off on the old "March of Time" news reels. Simply use an authoritative voice over, and combine black & white footage or vintage photographs with current news clips.

• Let others do your talking for you. Client testimonials are an extremely effective way to communicate an agency's strengths. Smits often video tapes an agency s clients to provide a snap shot of a past program or to detail specific benefits of the relationship. Testimonials from editors or other decision leaders in an industry can help establish your bona fides.

• Videos allow for a mix of media. Video is truly a multimedia forum to which you can add still photos, audio clips, text, Powerpoint presentations, charts, old film footage and even web pages. And it works the other way around - video can be added to Powerpoint presentations, incorporated into a CD-ROM or posted on the Internet.

For a recent presentation to a fashion house, a short video edit was digitized and placed in a web site unveiled at the pitch.

Smits also notes that when using multimedia elements, try to use common graphics for logos, fonts and artwork to maintain a consistent visual feel through the production. This consistency of image also helps tie the presentation elements together.

• Don't forget music. Music not only sets the mood for the video, it can actually shape the entire production. You can spoof a popular song or use lyrics and upbeat music already familiar to the viewer.

Sometimes a video requires an original song or score. For instance, Smits did a new business video for GCI, which called for writing lyrics and assembling musicians to record an original title song.

The resulting video showcased the agency's placements on national TV news and talks shows, to the rocking repetitive refrain, "Hot GCI."

• Leverage past success. As agencies are judged by placements, Smits recommends brief, stylized compilations of media coverage. Thanks to the latest digital editing technology, magazine and newspaper articles, still photos, client logos and media outlets/mastheads can be combined with TV coverage for a very persuasive presentation.

• Use celebrity appeal. People love celebrities so when appropriate feature a famous person or sports star in the pitch. You may include a shot from a recent movie or commercial. You'd be surprised how existing footage can blend into video and liven up the presentation.

Sometimes a celebrity is willing or can be persuaded to appear in the video itself. For instance, if a celebrity is being proposed for a major campaign, they could appear on camera to pitch the project personally to the client.

It goes without saying that to recommend a program using Michael Jordan is one thing, but to actually show a video of Jordan recommending your agency's program is a show stopper.

• Digital saves time. New all-digital editing environments, such as the AVID edit system, add substantial visual and audio eualily, while speeding up the editing process.

When selecting a production company, Smits recommends choosing one that used the latest digital editing equipment. While editing charges by the hour might be higher, turn-around is often quicker and the capabilities far outweigh the cost differential.

Lesser quality footage, bad audio and other problems can be dramatically improved or eliminated with a little editing magic.

Overall, the production will look and sound much hclicr and you'll have greater flexibility in making changes.

With the digital revolution under way in all communications fields, there is no reason to work with yesterday's video technology.

• Video as a last minute addition. When the deadline is approaching. Smits says don't fear, there's always enough time to make a video. A pitch often has to come together at the last minute, that's the nature of the business.

When necessary, a professional video production can be completed in 24 hours.

However, plan on a three to five day time span to properly prepare for, shoot and edit a video.

Remember one advantage to an early start is the ability to incorporate man-in-the-street comments or the video footage into other parts of the presentation.

An entertaining and informative video production can be a pleasant diversion from the standard business meeting or presentation.

So next time you make it to the final round, remember the famed words of CBS sportscaster Warner Wolf: "Let's go to the videotape."