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Bickley Creative Greenville SC

TechHomePro Video —It Takes A Village To Get It Right

October 8, 2017 By Valerie Bickley

Bickley Creative was pleased to have been selected to write the script and provide creative direction for a 2-minute online video to introduce TechHomPro, a Do-It-Yourself home security system that is also a smart home solution.  The video project is a collaboration with Brian Erkens and Graham Zielinski of Reel Video & Stills. The client is Melanie Stewart Hensen of TechHomePro. Voice talent and the audio production engineering was provided by ProCommVoices  — all great people to work with!

What  I’ve found after being involved in dozens of productions over recent years, the best work is a true collaboration and a combination of several critical elements.  A startup company, TechHomePro didn’t have a huge budget and the challenge has been to minimize the cost of finding quality talent and shot locations.  Our client went out of her way to seek out “stars in the making” from her friends and colleagues. We shot many of the scenes at Brian Erkens’ lovely home that also happens to be on Airbnb.

FACT: you don’t have to spend tens of thousands of dollars to achieve high-quality video production. (You do need a realistic budget though.)  Money aside, some key production elements must be in place. A great video starts with a well-written script that is well executed from an audio standpoint. While quality videography is important, a lot of videos don’t live up to their potential because the voice talent and the “read” aren’t right.  In my opinion, you can’t have a great video with a mediocre “read.”  The right voice talent has to be selected to resonate with your viewers and that talent’s delivery and inflection of certain words within the script plays a huge part in the effectiveness of the audio. Nothing irritates me more than hearing a hurried delivery that is not “punching” the right words in a script to optimize creative communication.

Another important element to producing a quality commercial or video is choosing music that goes under the voice-over or under the speaking on-camera talent.  This is an art in itself…..the music enhances the tone of the creative…..and the tempo has to work with the audio. I’ve seen so many videos where the camera work was wonderful and so was the editing…but the music was just “wrong.”  The right music is an opportunity to take something great and add another dimension that makes it even better.

I’ve been fortunate to have spent many long hours of time in studios working with talented sound engineers who have the experience and “ear” to help you get it all just right.  One such place was Williamson-Evans Words & Music (closed now).  I learned a lot during those sessions. The point of all this is….while these days, it seems so easy to just click on an app and put a video together of your photos or videos from your phone….a true commercial video requires a crew of people who are specialists in their fields.  Writers, producers, sound engineers, videographers, voice and on-camera talent, video editors…..it really does take a village to create a quality video product.

 

 

Filed Under: Bickley Creative phone: 864-729-2978 Tagged With: Bickley Creative Greenville SC, Copywriter for Video Scrips, Greeenville SC, Greenville SC, Scriptwriting Greenville SC, TV spot copywriter Greenville SC, TV spot scriptwriter

The Big Idea Is More Important Than Ever…

June 19, 2017 By Valerie Bickley

Here’s a link to a great article by Peter Minnium called The Tyranny of a Blank Sheet of Paper” posted in Marketing Land that talks about how it’s the creative that makes the difference in how success is measured in this digital age. And how not just anybody can do it.  Some excerpts –highlighted:

     Creative matters most

     “I have previously shared research in this space that shows that creative quality is the primary determinant of the success of advertising. The data shows that creative quality is four times more important than the media plan in driving sales and that creative is the single most important factor, accounting for over half (52 percent) of the changes in a brand’s sales over time.

     In addition, nearly half of the probability that an ad will be looked at depends on the creative itself (47.3 percent); this is five times more important than targeting (10.7 percent). Creative quality is a key driver of the awareness and impact of an ad; high-quality creative increases ad viewing time six times (5.8x) and nearly doubles purchase intent (+93 percent) vs. low-quality creative.

     Finally, the global creative database at Ipsos (my employer) shows that 75 percent of an ad’s impact is determined by creative quality.”

Of course, as someone who is a classically-experienced advertising agency copywriter, I agree entirely.  The right words matter. The big idea is called the big idea for a reason –it drives the campaign…and metrics and formulas for success have to be fueled by strategic brand messaging.  My favorite part of his article:

       “It is brutally difficult to develop a creative idea that will not only strongly spur the communications supply chain but also drive successful interpretations and iterations throughout the campaign’s life cycle.

       No matter the sophistication with which the final ad is delivered to an audience (e.g., HTML5, dynamic, personalized, or even Watson-driven), it always starts with a blank page with at least one pair of eyes staring at it.”

Here is the article in its entirety:  Enjoy!  ,

http://mklnd.com/2sgvirG

 

Filed Under: Bickley Creative phone: 864-729-2978 Tagged With: Advertising Copywriter Greenville SC, Bickley Creative Greenville SC, Copywriter Greenville SC, Creative Copywriter Greenville SC, creative writer Greenville SC, Ideas with impact, Think Brand Not Bland

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Recent Posts

  • Don’t Rehash The Hash: Custom-Written Website Content Matters. November 23, 2018
  • We All Know Pitch Perfect Marketing When We See It May 22, 2018
  • When Branding A Speedloader…It Was Important to Not Jump the Gun. February 7, 2018
  • Thinking Back. Looking Forward. November 28, 2017
  • TechHomePro Video —It Takes A Village To Get It Right October 8, 2017

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