I was recently talking to a man who owned a jewellery shop in the same complex as our office. He described how their main focus was usually on designing jewellery, however with the downturn in the economy a lot of their business was now in jewellery repair and cleaning. He was saying how he was completely new to social media and only recently was getting involved with online promotion. I asked him had he ever thought of using video to promote his company and he replied that they had just recently completed a video highlighting how they clean and repair rings. This gave me the idea to provide some more inspirational videos displaying how you can use different types of online videos to promote your company, products and services.
1. Promoting your Company and Services.
Baroque, a bespoke jewellers based in the heart of Brighton, have created this lovely video highlighting their business, products and services. Even though this is a very competitive marketplace, the video demonstrates the uniqueness or “bespoke” quality of their jewellery and you really get a feeling for their passion and experience. It may only be a 4 minute video, but you can see there are loads of “Fill Shots” (mentioned in previous posts) which gives a sense of a busy, bustling workshop. They also use a wide range of camera shots from long, close-up to macro and use simply cut edits to move from one scene to the next. And of course, they use J and L cuts which can be incorporated easily in to your video.
1. Highlight Your Products.
I really like this video. Even though it professionally made, it is a video that anyone can reproduce with a little bit of planning. That is the key to this video, planning. When you watch the video, you can see that each separate section runs in to each other using a specific transition like the dropping of a feather suddenly becomes a pen or the falling of sugar becomes the falling of sand. Before you begin recording your video, spend some time thinking about how you want to highlight your products and want shots you will use to demonstrate this. The video is less than two minutes but you get see a lot of rings in their natural settings which I think is a great way to show off your jewellery.
3. Gift Wrapped.
This 45 second video is a prefect online promotional video. It keeps the user engaged and also provides an insight to their product, the service they provided and the time and care they take to make that expensive gift extra special. They use their gift bag at the end to present their business logo and reasserts the name “Astley Clarke”. I think the major factor in this video with regards to production is the lighting. It’s spot on. The use of candles and soft yellow lights gives the video a real warm and inviting feeling. Finally, they cut the video between two different angles, one from the top and one from the side. This helps give the video a flow and stops it from becoming monotonous if continuously shot from the same angle.
4. Interview in a Specialized Area.
An interview is great way to introduce yourself and let people know what you do and build up a relationship with your customers. It’s even better if you have a specialized skill or technique which the general public might not even know exists. Mike Shorer is a 7th generation Goldsmith and the video provides an insight into how he makes reproduction jewellery, from moulds of artifacts that his father made over a 40 year period. This video uses all the techniques as described in our Video School, including the rule of thirds and lighting techniques (including three-point lighting and the key light). You can see at the start of the video they use a large window in the top right of the screen as the Key Light. This will balanced out by having a Fill light on the opposite side to stop the shadows from being to strong. To learn more about light techniques, please view our lighting lesson.
5. Customer Testimonials.
Endorsements in your videos and on your website from current customers will certainly help reassure new ones. It is also a sure fire way to help increase sales and promote your company in a positive light. This video really confirms these points and one feels by visiting Anania Jewellers, you would indeed get an excellent service. You can tell that the customers enjoyed their experience and didn’t feel pushed in to anything or were over sold to (which can be a big turn off). In the video, the lighting is well done without being overly professional and the use of Lavaliere microphones give a crisp clear sound to the video.
Highlighting your work.
This is the video that was created by the company that is located in our complex (I feel obliged to help promote another small business, especially who are located so close). The company is called jewelleryrepair.ie. In the video, they run you through the process of resizing a ring, as well as showing you how they clean and polish it up. Videos like these are a great way to get your business name out there and start to build some brand recognition. And remember if you have a business logo, place in your video.