The Biggest Las Vegas Trade Show

The Consumer Electronics Show is an annual event in Las Vegas, organized and hosted by the Consumer Technology Association. The show features booths from technology behemoths like Amazon, Google, and Sony and showcases the latest in technology and electronics.

CES Success with Mobileye

Mobileye is a pioneer in autonomous vehicle technology. Their technology is integrated in 23 of the 25 largest car brands and over 15 million cars worldwide.

Previous years have featured a 1,200-square-foot, curved LED wall, 3D-printed virtual vehicles, live performances, and interactive content. The Consumer Technology Association President called the 2020 Mobileye booth “one of the must-see booths of the year.” Ultimately, this is about providing an in-person, trade show experience with a premium exhibit design that feels just as advanced and exciting as the technology Mobileye manufactures.

“Engagement is everything,” said Mobileye Vice President of Marketing of the 2020 Las Vegas trade show. “If you were an attendee at CES 2020, you not only saw the Mobileye presence, it made you stop and want to engage. You can’t ask for more.”

Custom Booths to Exhibit Advanced Tech

Keeping in line with the success of previous years, Ruckus is creating a booth that leverages 4D technology to demonstrate the power and potential of these autonomous self-driving tools. Visitors will be able to see a selection of vehicles driven by Mobileye as well as learn more about how this technology is developed and implemented in vehicles around the world. An interactive demo will illustrate how Mobileye technology is built to scale through a full spectrum of solutions— including driver-assistance, Mobileye SuperVision, and Mobileye Drive.

If you’re attending CES 2023, the Ruckus Team hopes you’ll visit the Mobileye booth to see just what cutting-edge tech powered by Ruckus Marketing looks like. To learn more about Mobileye and see their booths in-depth, click here.

2023 Mobileye Exhibit Designs

The post Ruckus is Back at CES with Mobileye appeared first on Ruckus.

To take it a step further, every aspect of marketing is designed around this concept. Billboards, commercials, radio jingles, product placement: it’s all part of the funnel. Each of those examples also has its own objective to consider. It’s funnels all the way down.

The idea of a “funnel” as it applies to marketing is simple. Customers who are unaware (or vaguely aware) of a brand’s products or services are at the large opening of the funnel. Customers who have made a purchase (or however a brand wants to define a successful interaction) have moved through the funnel through two the other side.

The marketing funnel can be broken up into three segments: Lead Generation, Lead Nurturing, and Sales. Lead generation is simple: it’s the “Awareness” stage. This is the widest part of the funnel, and typically concerns marketing efforts with the most reach. This is where most potential customers are, and the goal is to move as many of them as possible further down the funnel.

Lead Nurturing encompasses “Interest” and “Consideration.” These are stages where potential customers may have shown an intent. For example, they added an item to a cart, or signed up for email updates. Marketing efforts that focus on customers in this section of the funnel include targeted emails and offers for a free trial.

The Sales segment includes “Intent,” “Evaluation,” and finally “Purchase.” Marketing efforts here are focused on in-depth education like demos and product comparisons.  These are customers who need more information to commit to a purchase, especially in instances where there’s a significant investment of time or money.

It’s imperative to understand not just where a piece of content fits within the larger funnel, but also how that piece of content creates its own journey for buyers. For example, a well-designed website will bring users through in a specific way. The homepage will typically cast the widest net by grabbing attention and speaking to customers on an emotional level. Users are then funneled into more informative pages that will help them make a buying decision.

Social media posts should also act as miniature funnels. Images or videos must catch a users eye. Social media descriptions can be used to then take potential customers further on their purchasing journey. It bears repeating: everything is a funnel.

It’s this philosophy that allows for not just effective marketing content, but synergy between a brand’s distinct channels. Certain pieces of content are designed to introduce the brand, while others are remarketing efforts. If you’re looking for new ways to build marketing funnels for your brand, you can reach out to Ruckus Marketing here.

The post In Marketing, Everything is a Funnel appeared first on Ruckus.

Ruckus is incredibly proud to announce that we’ve won our first Emmy® award for Branded Content at this year’s 2020 Emmy® award ceremony! The virtual gala was held this past weekend. It was our first ever nomination, and to bring home top honors is a remarkable achievement for our team.  

We want to take the opportunity to recognize this truly incredible achievement and to thank all of those that have made it possible. Thank you to all of our families, friends, colleagues, partners, and of course our client, Crayola. 

This is the first year for the Branded Content category. Winning the inaugural Emmy® award is a major milestone in our journey to produce the best in video and content. We’d like to give a special thank you to Brian Delozier, the subject of the short film. It was truly a privilege to tell his unique and inspiring story. His art is a testament to his bravery and determination, and his creativity motivates us to push our own artistic endeavors.  We could not be more inspired.

“We’ve always known how talented, driven, and creative our team is,” says Ruckus President Alex Friedman. “To be the recipient of an Emmy® award is the culmination of a long pursuit of excellence by the entire team. Our agency is thrilled for both our team and our partner, Crayola. This is an incredible win.”

To view the Emmy® award winning film, look below to watch “Brian’s Dots.”

The post Winner of the 2020 Emmy® Award for Branded Content! appeared first on Ruckus.

But new brands often struggle with building this presence. Either they can’t parse exactly the kinds of content their audience experts, or they simply give up when they don’t see immediate results. Social media growth is a slow-burn: pages must be constantly cultivated, monitored, and grown. This is the case even for larger brands with a “built-in” presence.

What Exactly is a “Digital Presence?”

This term refers to having active, easily identifiable social media accounts. While “social media” itself is a broad term, typically it references a handful of major platforms: Facebook, Instagram, Twitter, LinkedIn, and TikTok. These platforms are all very different from one another. While there is overlap, the user base and ideal content are drastically different. A short, viral-ready video would perform well on the teen-oriented TikTok but not on the business-minded LinkedIn, for example. Understanding the needs of each audience as it relates to these platforms is a key component of building a digital footprint.

Twitter is primarily text-based, and its self-imposed 140 character limited means short, punchy sentences are ideal. Twitter can host image and video content, but users expect interactivity beyond anything else. Brands should interact with users, celebrities, and other brands.

Instagram is primarily image and video focused. While there is space for captions, users may scroll past it. Bright, bold, eye-catching imagery is what works on this platform.

Facebook is currently doing very well with long-form video content. While video content can perform well on Instagram, brands should make it the primary focus here.

What Makes for “Good” Content?

The specifics of this depend on the audience and their needs and expectations. But in a general sense, content should be one of the Three E’s: Emotional, Educational, or Entertaining.

Emotional content is designed to elicit a specific response. While this can be tied directly to a specific product or service, modern brands are seeing success simply introducing content that only relates to their brand in a broad sense. For example, Ruckus recently partnered with Crayola to produce a series that highlights artists and their unique process. Crayola was not the focus. Instead, they let these videos speak to the power of art and creativity. Crayola products are certainly a means to creating art, but that’s a connection the audience can make on their own.

Educational content seeks to make consumers more aware or informed. This can be product-specific: a short-form video may highlight one or two important features. But it can also be related to the industry as a whole.A vegan food manufacturer may find success tweeting out links to vegan-friendly organic recipes. Learn why consumers buy or use a product, and understand how that fits into their lifestyle. Creating content (or even sharing pre-existing content), cements the brand as one that understands customer needs beyond a transactional relationship. 

Entertainment is a wide category, but it’s effectively content that’s deemed as “fun” or “interesting” but doesn’t further the brand in any direct way. This includes brand-generated funny videos, or even links to interesting articles. A fitness brand may share a celebrity’s workout regimen.

Creating a variety of content that falls into these categories is of paramount importance to new brands. This is the best way to learn what content is most effective. What does the target audience like to share? What are they more likely to comment on? The more people interact with a brand on social media, the more likely other users are to see it.

Use Target Keywords

They’re called keywords for a reason. These are the terms that are important to the industry, brand, and target audience. While certain keywords are industry mainstays, it’s also crucial that brands stay a part of the conversation. That means knowing what’s being talked about in the industry. That could be anything from fun memes to noteworthy events. Monitor and use the keywords actively being talked about by other brands and users.

Beyond what’s new and noteworthy, new brands need to ensure they’re using keywords that will help customers find them. This includes industry search queries and platform-specific hashtags. Create content that uses these words and answers these questions. A mattress supplier may target the phrase “what is the best mattress?” by creating a blog that attempts to answer that question. Staying on top of terms being used and targeting them consistently is what creates long-term success.

 As previously mentioned, all social media platforms are different. While there’s usually some overlap, Instagram users may be searching for a particular industry in a very different way compared to LinkedIn users. Someone searching for a new office chair on Instagram likely only needs it for personal use. That same query on LinkedIn might be looking to replace an entire office worth of chairs. Understand the platform, the audience, and their needs, and make sure that’s being used to give these terms context.

It’s also important to focus on words that people should associate with the brand. Use those in tandem with other keywords to create a strong identity around a brand.

This is a Never-Ending Marathon

For new brands, the first several months on social media require a willingness to try new things and a ton of determination. Social media presence is developed and refined over time. Even the largest social media team with unlimited resources won’t be able to flip a magic switch overnight. New brands need to establish themselves online, and that takes months. 

All too often, new brands abandon their pages or strategies when they don’t see immediate results. Continuing to try new things without gaining a foothold will ultimately leave a brand without traction. The more time and effort spent growing a presence, the better the return.

Looking to grow your digital presence? Find out how Ruckus can help your brand by reaching out to us here.

The post How to Build a Digital Presence appeared first on Ruckus.

First Nomination:  Crayola – Brian’s Dots

Category: Health/Science/Environment-Program / Special

For several years Ruckus has been producing inspiring branded content for Crayola, telling stories that exemplify humanity, relationships, and growth. With Brian’s Dots, we explore the story of Brian Delozier, who found his calling as an artist when a skiing accident changed his life forever. Through his journey, we discover his connection with nature and are invited to explore the world through his lens. As an artist, Brian found his form of expression through dot-art, a method that despite his physical challenges, he conquers daily.

View the short-film here; Brian’s Dots. 

Second Nomination:  Good Shepherd – Megan’s Story

Category:  Branded Content

The Good Shepherd Rehabilitation Network brings hope and quality of life improvement for hundreds of patients each year. In this film, we share the incredible story of Megan. At just sixteen, Megan fell off of the uneven bars while practicing for her next gymnastics competition and became paralyzed from the neck down. The piece takes us through a rollercoaster of emotion, shining light not just on Megan’s long road to recovery, but all the people involved in every aspect of her journey and care.  

View the short-film here; Megan’s Story

Awards will be presented in September.  Congratulations to the Ruckus team, and our incredible clients Crayola and Good Shepherd!

The post Ruckus has been nominated for two Emmy® Awards! appeared first on Ruckus.

Maximizing video shoots for various content platforms is essential in 2020. Every piece of content being developed needs to be optimized for every channel you’re using. People consume content differently on Instagram compared to Facebook or Twitter. Their expectations are different. The information they expect is different. Shooting a video project strictly for a long-form commercial often means you don’t have the appropriate shots for these other platforms.

_______________

Major Platforms:

Facebook and YouTube: longer videos and series typically perform well here

Instagram: image/video heavy

Twitter: generally reserved for short-form, bite-sized content

Tiktok: primarily focuses on raw “user-generated” content

_______________

The brands and companies that are seeing the greatest returns are the ones who already have an innate understanding of the process. It means more intensive shoots but with a much bigger payoff. Furthermore, it allows for a cohesive rollout across platforms; where the content is tailor-made for wherever it’s living. This is how video resources are best utilized, with the added benefit stocking the video content library. Use these clips in the future for projects that need fast turnaround times when resources aren’t available.

A major shift is branded content that tells a story. It’s what Ruckus Marketing VP of Production Phil Osborne refers to as, “selling versus telling.” This is an incredible inroad for brands that are passionate about a movement or concept outside of their products or services. Focus on creating work that’s impactful. One that stands on it’s own and sends a message. Ruckus Marketing recently produced a series of shorts for Crayola that highlighted creative artists. This content speaks to Crayola’s core values, without spotlighting the product. Viewers can engage with and share the content across multiple channels because it’s enjoyable. It’s not dismissed out-of-hand as “advertising.” 

The industry is also seeing a shift away from traditional television advertising. While there’s still a place for event-based advertising (like major sporting events or awards ceremonies), it is not as effective. Viewership is declining, and those that still tune in can easily fast forward or glance at their phones. While connected TV platforms seem to have a better ROI, they’re constantly changing and largely untested. Social media content always works. Look to see an even greater shift away from traditional TV and to these channels in 2020.

But those are just the channels. How do you create consistent (and consistently compelling) content in the first place? There are four factors to consider: vision, consistency, authenticity, and creativity.

Understanding the vision, and more specifically, the creative and strategic goals of a particular project, is critical. Creating and sharing content isn’t enough. Before starting pre-production, the relevant teams and people should have a clear endgame: what does your content need to say about your brand? Just as importantly, how is it going to say it?

Consistency is key when creating a brand identity via content. The idea of what a “successful” piece of content looks like must also be standardized. 

_______________

What is the Goal of Your Video Series?

Maximize Views and Shares: Focusing on traditional “viral” success.

Maximize Interaction: Working to have (potential) customers speak to each other and the brand.

Generate Awareness: Building hype around new products or focusing on current services.

_______________

Many brands will attempt to create and share a commercial on TV or video on social media, and give up if there aren’t immediate results. Building brand awareness through media campaigns is a slow march.

Modern audiences (and especially ones plugged into social media) have learned to filter out overt advertisements. Make sure that whatever content is being produced speaks to the core values of your brand, but also draws on authentic experiences and uses real people. Make something an audience can connect with.

And finally, it needs to be creative. Attention spans are short, but the demand for quality is high. Good, brand-focused creative should have unique qualities that bring people in and motivate them to watch.

Rolling out a proper video campaign requires a team that understands these concepts and end-goals. If there isn’t a current team with the right skillset and backgrounds, a company has two options: hire internally, or outsource. 

But what happens when a brand vision is outsourced, and how does a third-party gain an understanding of the values and needs of a given company? Through an extensive and painstaking discovery process.

You may already have a vision for what the produced content should look like. But it’s possible there are aspects of the process that haven’t been considered. Key stakeholders may have differing opinions or ideas. The discovery process is designed to find common ground and develop a consensus on the project, especially considering how subjective video content can be. Through workshops, interviews, and creative briefs, we develop strategy, intent, and purpose. These exercises also serve to establish tone and visual identity. With these parameters in place, our team drafts up a series of concepts that meet these standards. Each concept presented includes an overview, budget range, mood board, visual references, platforms where the video will live, and the target audience. The purpose is to establish clear end-goals for every facet of the project before we move into pre-production. We offer discovery as a part of the production process or as standalone workshops. These workshops can also include branding elements: Ruckus is a full-service agency with a team of strategists, designers, and marketing experts who play key roles at various stages of production.

After discovery, we move into pre-production. We believe in the importance of investing time and resources into planning every aspect of the production and post-production process. This ensures each stage is perfectly executed. We share a variety of deliverables with you as they are completed and depending on the complexity of the shoot. These items can include:

The script is the most important aspect of any production. You may choose to provide a script, which we will work with you to modify to meet the desired outcomes. Alternatively, our team can draft a script based on what has been established during the discovery process and selected concept. This is a collaborative process; we will work with you to ensure we get it right.

If the video we are producing involves interviews with subjects we will draft a story synopsis. We begin by doing pre-interviews with each subject so we can hear their story. We gather notes from each and assemble it into a story synopsis which essentially serves as the script of the production. 

_______________

Script vs Story Synopsis

Script: the play-by-play for the action onscreen. Includes predetermined locations, people, actions, and dialogue.

Story Synopsis: an outline that charts interviews with live subjects and the major talking points with each person.

_______________

For videos involving interview subjects, we take a different approach. We begin with pre-interviews with each subject so we can understand their story and perspective. Taking notes from each interview, we assemble it into a story synopsis. This essentially serves as a script for this type of production.

Depending on the storyboard and shot list, we will need to find various locations for each scene. A production may require complete control of our environment, including sound and light. In these cases, we shoot in a studio.

_______________

Deliverables: Cinematic Package

• Script
• Story Synopsis
• Shot List
• Storyboard
• Finalized Licensed Music (with purchased music rights)
• Voiceover Recording
• Location Scouting
• Schedule of Shoot – early version of Production Booklet
• Equipment Profile
• Camera Tests

_______________

When a production requires exterior scenes or natural environments, this requires scouting a location and performing a “test shoot.” This ensures the space is conducive to filming: the noise of nearby traffic or poor lighting may not be otherwise apparent until after filming. We will often share these test shoots with our clients to ensure each scene is executed in the right environment.

Oftentimes, we use graphics in videos to introduce an interview subject (known as “lower thirds”), title cards, and intro/closing graphics. It’s imperative we use the appropriate colors and fonts for your brand. Graphics packages are approved in pre-production so everything from placement to appearance is established in advance. This allows us to adjust shots during production to allot space for each graphic.

After pre-production is completed, we’re ready to shoot. Depending on the scope of the project, this could be a small group in a single location, or take place over a series of days, involving multiple crews and locations. Production also includes set management (location permits, rentals, and cleanup), individuals involved (talent, extras, vendors, and crew), and all equipment owned and rented.

_______________

 Production Deliverables

• Video Production

_______________

Shoots can range dramatically in terms of design and size of crew. This can have a significant impact on price. Number of actors, scenes, and cameras can all impact this figure. We work to operate efficiently and find creative solutions within your budget.

Part of an editor’s job is to comb through footage looking for the best shots and takes. Depending on the amount of footage and scope of production, the time it takes to do this task can vary greatly. In cases where stock footage is used, the editor sources these shots for production.

Sound design is a key component of telling a story and engaging audiences. It is rarely accomplished on set. Oftentimes, editors will add different sounds, voiceovers, and effects in post. This takes considerable time and effort to accomplish. When sounds cannot be sourced from the shoot or from stock, a foley artist is hired to produce what is needed.

_______________

Post-Production Deliverables 

• First Draft presented with Ruckus watermark
• How-To Document
• Personalized Meeting/Presentation with Primary Editor
• Final production 

_______________

Typically, the graphics package has been worked out in advance. However, editors still need to animate each graphic for any transitions. This may include animated logos at the introduction or moving text graphics on (and off) screen. Depending on the scale of production and number of individual graphics involved, this can take considerable time and resources.

These processes form the foundation of successful branded video content. Ruckus is implementing all of these practices and more as we look towards the future. Reach out if you’d like to leverage our expertise for your company.

The post The Importance of Video Production in 2020 appeared first on Ruckus.