I joined the Video Marketing Success Story podcast to talk about the great success we’ve had with LexisNexis over the years. Below is the transcript , but here is a high-level recap of what we discussed. I’m also including some great links that will help with any video marketing project. Have a listen, or read, of our conversation.
- This client and the ensuing several videos we’ve made for them represent a true success story for a young, fledgling company (which we were at the time). We were fortunate to get an opportunity to pitch them some ideas – right alongside their usual big-boy vendors. The drama unfolded and we were rewarded when our contact told us that the LexisNexis liked our top idea the best. Not only that but they also liked our second idea the second most. This helped establish a great relationship that has stood the test of time.
- The client was well prepared, creative, and immensely helpful with her notes and feedback. It makes things so much easier when you have a client who contributes, and it makes you want to go the extra mile, like work late and come in over the weekends to add those special touches.
- It has led to a long and fruitful relationship. Even members of the team who have moved on to different companies or positions have called us for help with their video marketing needs.
- We offer some great resources to help answer key video marketing questions and even help with your production, whether you hire us or not.
- We have The Video Bot which helps people get in touch with leads that may have gone dry or that you just want to say hi to.
- We have the salesperson that never sleeps, which is a workbook that provides a great roadmap for what you should be setting up as far as your company’s best story.
- And then we have an infographic that is the 11 best ways to promote your video.
If you want more information or to see samples, check out www.ripmediagroup.com.
ANDY: Welcome to Video Marketing Success stories. Thank you for joining us. My name is Andy Glickman, I’m your host. Each week we like to take a look at news from the video marketing world, talk with some key players in the industry to get their take on what makes things work and pitfalls to avoid.
Today we have one of our frequent guests and friends of the show, Mr. Maury Rogow, Founder and CEO of Rip Media Group, one of the top video marketing production companies here in LA. Maury, thank you for joining us again.
MAURY: I love being here, thank you for having me again.
ANDY: As I mentioned, Maury is a frequent visitor so we like to talk about some of the projects that are either on Rip Media’s plate or that they have completed in the recent past. I want to kind of dig into the vault a little bit if we may for today’s show. I always like to look at some of the projects that companies have done with, some larger name companies and kind of discuss what goes into not only securing some recognizable clients but also when you can work with a bigger budget or you work on multiple projects.
Something else you can talk about is if there’s a different mindset or if there’s a different sort of creative process. And one that I noticed from the Rip Media library was for LexisNexis. Actually you guys made a couple of videos for LexisNexis that I found. Some really nice high-end art. Talk about the beginnings of how you got into the relationship with LexisNexis.
MAURY: I love the LexisNexis story. So it’s actually one of my favorites and I’m not going to even hold back here when I tell you that a tear came to my eye and might have actually dropped to my cheek because it was early on. So the story is we were doing a lot of work and we were doing snippets and we were doing full explainer videos, animation. We would do little pieces of 3D animation and higher-end looks for different customers and for different movies at that time where we had projects that are being slid into movies and trailers and things along those lines.
But our name was never out there. We weren’t direct-to-consumer. We were white label, which means we do the work and nobody ever knows we did the work. We can’t even show it. So we had a customer, one of our long-term customers – Vigilant Solutions – which we should talk about at some point. They just got purchased by Motorola for a whole big chunk of money, and we did their full marketing suite.
So what happened is those two companies were sort of partners with each other and they knew some people, so somebody at Vigilant Solutions contacted the head of marketing at LexisNexis, a billion dollar company with all these ivisions around the world, with a really complex product, and they were growing and growing by acquisitions.
So I called in to the person that was the contact who said, “You should reach out to this person, her name was Susan or still is Susan, and I spoke with her really briefly, and I said, “I’d love to have a chance to be able to work with you,” and she said, “You know, I like your work, but we kind of work up at this level,” and I said, “I assure you we do that. But I can’t show you that work offline, but I can share something with you. Can we get together? I can show it on a laptop but I can’t share it across the web.”
So we ended up doing that and she really got along nicely and it was a few months later. She said there’s a big project that they’re gonna be going through. They’re gonna bring in all their major vendors, the big video and design agencies that they’ve been working with for years, and she’s going to give us a slot. She’s going to give us a chance at the table.
I was excited. This is great. So I said, “Can we do a little bit of a discovery with you and then what we’ll do is we’ll come up with some pitches and some ideas and flesh them out and then give them to you to present at that meeting to try to make us stand out as a no-name vendor,” and she said, “I would love that because everybody walks in that door with their own favorite. I’m not gonna play favorites and once I get everybody’s pitches, including yours, I’m gonna remove the name of who proposed what so that nobody feels like, ‘Oh well, these are my guys, this is my agency I’ve used, so let me go ahead and go with them no matter what the pitch is’ because there’s relationships instead of the best work, the best creativity and the best most effective marketing message.”
That’s what she wants. Not a particular agency. She just wants the best. So we handed that to her. I did kind of a pitch over the phone. I give her the files. This was on a Friday, and I was very proud of what we had created.
For probably a week straight we put together a bunch of designs and gave them to her. I called her on Friday and asked, “Do you need anything else from us?” She said, “The meeting that they’re gonna review everything is on Monday at roughly noon or so,” so she said, “I’ll call you after that meeting let you know how it went.”
So she did call Monday after the meeting and I’m pretty anxious and nervous. I’m just feeling like it’s nice to have a slot at the table at this time in the career at Rip Media Group. We hadn’t been at a table this big yet. This was our first big project. If we could win this, even if we came in second or third, we’re gonna get in there. That’s why I felt very positive about it.
But I knew our work was great. So she said, “Here’s how the meeting went. I took everybody’s names off the proposals and the pitches. That worked out really well. And there was one very clear winner. Everybody loved the concept universally. They love the concept, they love the designs. And then there was a number two that was really close, and then the drop down to number three was a pretty steep drop.”
She said, “Would you like to know who the winner was?” I said, “Of course. I’d love to know.” And I also wanted to know who number two was because honestly I thought maybe we’re just number two, but we were close.
She said, “Well number one was your team and we’re going to be working with you,” and that’s when the tear drop fell – I am not kidding. I mean, you fight and start your own company in a whole new industry, from where I was, and now I was close to being with LexisNexis.
My last career was in high tech, so it was amazing so validating and then I said, “Who was number two?” She said, “That was your second pitch.” Wow! It was both of us. And then the third was their long entrenched vendor.
So they went with us and then she went through and she said, “The second idea was fantastic. We’d love to roll that out at the beginning of next year, but as far as the first project, we have to start because our trade show is coming back.” So we jumped into it and it was our first full-blown animation in 3D Motion Graphics mixed in with live production. It was just a really beautiful marquee piece.
ANDY: I’m definitely interested to know the differences that went from that initial pitch just to win this to what the ultimate concept became. Wouldn’t it be great if it was just “erase a mark here–”
MAURY: Let me jump in. In this case it was very much like that. So Susan is a very creative high-level person and she’s one of those great customers or great clients to work with because she gives it very clear notes. A lot of customers as you know say, “I’m not sure I like that, but I don’t know what I want it to be.” She had very clear and defined notes. “Can we change this into this?” That sort of thing.
If they’re looking at me, they can see a plaque on the wall with the scene from the video that we created. So I would say that we thought let’s create this as if it’s a show open. Like a really sexy TV show. Like we’re moving into a high-tech CSI Special Victims Unit, that kind of a thing. But not with all the live action.
Let’s make this a super cool opening sequence of something like the Avengers or think of Marvel Movies, that kind of thing. Really neat. So they went for that. We put a timeline together for every ten seconds of screen time for about seventy seconds or so.
This would be playing not only at the trade show but on their website. Their CEO would be opened with this and he goes out and does a keynote speech. This would play. And what we pitched was very much what we produced so they really loved the idea through and through.
The cool thing was we got to enhance it a little bit as we were moving forward. She said, “You know, we love everything.” I said, “I’ve got an idea. I don’t know if this is crazy but we could mix this in as well,” and she said, “I love it. Can we meet the timeline?” I said, “We’re gonna come in over the weekend. We’re gonna make it happen.” And that was a live-action sequence, but we mixed it in, and it very much enhanced it based on the customer notes.
A lot of times what you pitch changes drastically. In this case she really gave us a lot of creative freedom, not just on that project, but she came through with not only more projects with her but with other divisions in the company.
We ended up doing multiple projects with them, some innovation animation, some live, some 3D, etcetera etcetera. So it was really a wonderful partnership and it still is.
A lot of the people that were part of that team are now in bigger, better positions with other companies. And the wonderful thing is they’re calling us and saying, “Hey we still would like to work with you even though we’re over here at this company.”
ANDY: That’s awesome. Well I really appreciate the message that you gave the listeners because they come from two different camps. We have people who are interested in creating video marketing messages for their company and then we also have video marketing companies themselves listening, trying to pick out some tips, and one key message you gave was to get as much information from clients as possible.
Rather than just sort of a general note to change this, change that, for them to come to the table with their own ideas, and how helpful that is. So for those companies out there that are looking for video marketing help, have something in mind and definitely be proactive in your notes. I think that’s a good takeaway.
So do you have any resources you could recommend to our listeners that they can check out, either through your website or some other way?
MAURY: Sure, absolutely. There’s some great resources that we put together out there. So three that come to mind really quick. One is The Video Bot – bot like robots. The Video Bot helps people make their own videos in seconds, and it’s a resource that we’ve been using really successfully.
So if you want to get back in touch with that lead, the person that hasn’t gotten back in touch with you, or you just want to do some outreach or even wish somebody happy birthday, happy holidays, there are videos sitting in there waiting for you to personalize. You can literally do it in seconds and send it out and there. It’s free for the first time. So that’s a great resource.
Second, this creates the salesperson that never sleeps, and this was actually compiled from all the frequently asked questions we’ve had over the years from different customers of ours, so we put all those FAQ’s together and turned it into a scorecard and a way to create your own best video marketing message and just mark messages.
So it’s a free download. It’s a workbook, like six pages, nothing too laborious. It won you know ii don’t take you a year to go through, maybe a few minutes or half an hour. You’ll have a great roadmap for what you should be setting up as far as your company’s best story. So that is creating the salesperson that never sleeps.
And then the last thing is ways to promote your video or your story. That infographic is the 11 best ways to promote your video and your story and I’ll give you a link.
So those are the three things I can think of quickly. Happy to share more if you hit us up on our website.
ANDY: Great thank you. Thank you for joining us on Video Marketing Success Stories. I’m Andy Glickman, your host, with Maury Rogow, CEO and Founder of Rip Media Group. If you want more information on Rip Media Group, check them out at www.ripmediagroup.com. You can see samples of their work and check out their blogs for even more tips. Thank you and have a great day.