The beauty industry: it’s big business. With an anticipated global worth of $805bn by 2023, it’s an industry riding the wave of the unpredictable world we’re living in. In a trend reminiscent of the red lipstick movement in the 1940’s, consumers are turning to the beauty hall (and increasingly, to e-tailers, too) to help them look and feel good about themselves at a time when there is so much uncertainty in the world.

There’s a plethora of different potions and lotions that claim to fix every skincare woe you can think of (and some you haven’t thought of yet). There’s KBeauty. There’s JBeauty. There’s a serum for this, a peptide for that, and if you’re not spending your Sunday evening smothering your pores with a sheet mask, what are you doing with your life? read more

What working hours do you work? One thing for us is that there is no doubt that rush hour is rubbish. It isn’t good for anyone, is it? Who has ever said that they enjoy rush hour? Well, why does it happen? Mainly because of Henry Ford in the 1930s who decided that these were the best hours to work. The issue is I don’t believe that it is now fit-for-purpose.

What I propose is that we have different sectors who have different working hours, 8-4, 9-5, 10-6. This would help when it comes to the huge issue we have with strain on infrastructure (especially transport) and would alleviate a number of mental and physical conditions that seem to be brought on by the stress of it all. read more

I recently read a fantastic book called ‘ego is the enemy’ by an ex PR guy called Ryan Holiday. It really did open my mind, made a lot of common sense and got me thinking about how much this word ‘ego’ plays a large part of life.

Whether it is nature or nurture, the issue stems from the fact that we are taught from a young age to be competitive and to not make mistakes or be punished (see what we thought about mistakes in a previous article Mistakes Are The Key To Improvement). This creates defensiveness. The world is also looking for perfection more than ever before. If you skim through social media, any tiny imperfection (coffee cup in Game of Thrones anyone?) is blown out of all proportion. read more

You would have heard us talk about content and what the amazing possibilities it creates (see previous blog posts and videos). We have said how it will be the ‘website discussion’ of the future i.e 10 years ago clients asked why they needed a website. However we haven’t spoken about how much further animation can take you.

Animation opens up a whole world of possibilities that you might not have heard or known of before.

1. You can go anywhere in the world

When we say the whole world that is literally as well as metaphorical. If you want to show you’ve an office in China as well Indonesia and haven’t got the budget to fly a film crew out there, then we can, in 5 seconds, show that conceptually through a few images. read more

Is it me or do we now live in a world that seems to forever be putting pressure on the faultless, wanting to live a perfect existence. Is that good for anyone? Well, we don’t think so.

Since we started Clearhead, one thing we have always said is you can make mistakes. Go out of your way to make mistakes because the quicker you make them, the quicker you learn. We seem to have become allergic to making mistakes as a society. When someone does make a mistake, (think about politicians as a prime example) then they are hounded and hounded until they have to resign. read more

Creativity. What does it mean to you? Is it the right part of your brain? Does it mean art, or film or maybe just not thinking logically?

Over the past few years, we have found that creativity has had a hard press. In the media, we hear that ‘creative degrees’ are for students who ‘want an easy life’, who are ‘lazy’ who is ‘never going to get a job’. Creativity is being removed from School and College’s in an unprecedented attack on the spirit that has been around since the dawn of time. Computers also seem to be infringing on the ground that creativity currently holds, with more automated services than ever. read more

Everything that goes around comes around…

We were speaking in the office the other day about the way that everything in life, big or small, seems to circle back on itself. In the agency world, we recently heard that Iceland was on the lookout for a new agency partner… just 4 months after deciding to bring more creative in-house. (https://www.campaignlive.co.uk/article/iceland-seeks-ad-agency/1524925). This, of course, isn’t a new thing but seems to be an increasing trend of uncertainty. We are in favour in many ways of bringing things in-house for a period of time (which may surprise you). Here’s why read more

If you’ve met me or us over the past 15 years we have probably bored you silly the amount of times that we have reiterated (and reiterated again) how important the planning process is as part of any project (or indeed any life step)!

When we say it is 70% of the overall project we really do mean it.

Since I was a wee lad, I’ve learned that planning beats, well, not planning. Here is why…

Spontaneity actually stems from good planning.

Hear me out here. You may think that you would love for your life to be spontaneous all the time, reacting to whatever is happening on any given hour of any given day. Spontaneity is where excitement stems from and stops things becoming formulaic. However, the basis of it is a good plan. Not to plan the actual event, but to plan the rest of your life. To ensure that the 70% plan allows you to have 30% spontaneity and actually follow through on that thing you’ve always wanted to do, off-the-cuff but haven’t managed to get round to. You need structure to work from otherwise everything would be a whirlwind and you wouldn’t be able to get anything done. read more

What were you doing 11 years ago? Just think for a second. When we started all of those years ago (I know, we don’t look old enough) at the grand old age of 21, we could see that video content was going to be huge.

For consumers, the ability to watch video content was becoming easier; the rise of YouTube, the launch of the iPhone and faster broadband becoming more accessible. Whilst for Creatives, the access to more cost-effective, high-quality equipment and versatile software allowed us to create video content “films” that had once been the monopoly of ‘Mad-Men’ style agencies and feature film studios. We were at the forefront of the revolution. read more

Making your first steps into the creative industry can be very daunting. There is plenty of competition and so much information to draw from it’d very easy to get overwhelmed, follow this article some quick tips that will put you top of the list and a clear choice for employers.

Do you know we have around 80 people a year who get in touch asking to work for us 80! That means we have 8 people wanting every job we have!

1. E-mail address

A nice and easy one to start. Make sure that you have a professional looking e-mail address. gavinlutontown3443@gmail.com isn’t going to give the professional look that you need to be going for. read more

If 2018 saw a big shift in content creation, budgets and what is expected then 2019 may be the seminal year to beat all years. Times are changing but that doesn’t mean there is any less budget, or in many ways creativity. Content now doesn’t stop, it takes on a mind of its own and brands need to be quick to ride that crest of the wave to squeeze as much life out of it as possible. We’ve always been good at being able to predict the future these are 4 things to think about as we move forward through this year. read more

So 2019 is upon us and I thought it would be good to share with you some of the things that I’ve learnt. Now, everyone has different options with resolutions. Myself I think that we think of ‘resolutions in the completely wrong way. It is the beginning of a new chapter and start of a new page. The definition of resolutions is ‘a firm decision to do or not to do something.’ What does that actually mean?! No wonder people never set or achieve their goals. ­­Now let’s look at the definition of the word ‘goal’, it is the object of a person’s ambition or effort; an aim or desired result. Now doesn’t that sound better? read more

One of the key ingredients for any successful film is a good script. This requires combining your marketing objectives with creative ideas, which may seem like a challenge when every member of your team has a different idea about what is required.

As a university marketer, you are catering for many students with different informational needs. Creating something for everyone can become very challenging.

Effective video marketing by colleges and universities. Our continual aim at Clearhead is to create chemistry and produce effective video content and campaign for our education clients. We are passionate about doing so and believe in the power of storytelling through the medium of film. Connecting emotively to instigate engagement, form affinity and establish loyalty. We are constantly inspired by content for colleges and universities across the world and wanted to share some content we believe applies the value mentioned above. Producing effective video marketing by colleges and universities. read more

Video Marketing Tips for Leisure and Tourism

8 video marketing tips for tech scale ups

Good stories can help people feel as though they’re sharing your experience in person, and this offers your destination an exciting opportunity to differentiate your stories from other destinations’. Make your stories about much more than just a list of must-do highlights; share emotions and feelings to help consumers build deeper connections with the people and places in your destinations.

The objective for destination marketing strategies will remain focused on promoting attractive and aspirational lifestyle experiences. People want to visit destinations to experience relaxation, adventure, culture and ultimately something new, unique and a place where they can dream with their eyes wide open. read more

Be brave

We will always encourage you to be brave with your advertising whatever brand you have. Whether you are the owner or the marketing/social team we encourage you to push the creativity to the maximum (which could be more cost effective than you think)! We will always expand the creative possibilities and give you opportunities to show us examples that you like. Now this doesn’t have to be anything to do with your type of health and beauty brand, nor does it have to be anything to do with health and beauty at all! It could be a film sequence in the cinema you liked, an ad that you saw on telly. Or just a YouTube ad you saw yesterday! Anything is possible! read more

What education video marketing trends will affect FE and HE marketers in the next 12 months? If you’re planning your content or video strategy for 2019, these are the three things to take into account.

50% of the emotional impact of your video marketing is powered by the soundtrack, so don’t make music a mere afterthought.

Would the Jaws trailer be as creepy without the theme tune? Can you imagine Star Wars starting without the ‘Imperial March’? And would you feel the same level of anticipation for each Game of Thrones episode without the harrowing cello notes accompanying the title sequence?

Music is as much part of the experience of immersing yourself in screen-based action as the visuals. Yet, because it works on a more unconscious level, we rarely attribute its power correctly. As a result, when marketers come to create promotional videos, the music is often considered an afterthought, something that can be added at the end. read more

There are times when we want films to lie to us: to give us a happy ending or mislead us with a cunning twist. However, when deciding what college and university to go to, prospective students tell us they want providers to keep things authentic.

The truth doesn’t have to be tedious and your college and university’s promotional video can still be filled with great, inspirational content. But think twice before abandoning authenticity in favour of outright fantasy. If you’re putting together a new promo video for your college and university, you might want to consider the following points before you start shooting. read more

The Hero Help Hub Framework details the three types of video content you need to effectively promote your brand.

Producing a promotional film that complements your marketing campaign can be your biggest challenge and also your company’s biggest accomplishment. Now your campaign and content is out there in the world, is it making the right impression?

We use up to eight metrics to answer your video marketing ROI questions. Four evaluate the performance of the video asset itself, and all of them are almost always relevant. The other four evaluate against your business objectives, and one or two are usually most relevant for each project. read more

Does each video you create have a Launch Plan? Here’s why you need one and how we can help.

Creating video content is just the first half of the job. Getting it in front of your target audience, in the right way, is the second half.

Not having a launch plan is like baking a cake but neglecting to serve it up. It might taste great – it might be the most delicious cake in the world – but who cares, if no-one gets to eat it?!

Similarly, your video content can only set the hearts and minds of your target audience aflame if they see it. We’ll help make it happen with our choice of three service levels: read more

The Hero Help Hub Framework: Video content strategy for colleges and universities

The Hero Help Hub Framework helps you create an effective video content strategy for your college or university.

It explains the very different roles played by the three types of video content, and how they each fit into prospective students’ decision-making process.

The framework helps guide many of the decisions that you face when creating video.

If you are ever unsure of answers to questions like…

  • What type of video should I be creating?
  • What’s the best way to distribute and promote my video content?
  • How long should this video be?

…then applying the framework will help you understand the purpose of each video you are creating, and stay on the right track. read more

Looking for new video marketing ideas?

Colleges and university marketing teams constantly tell us they want to start using more video as part of their marketing strategies, but that they lack creative ideas. That’s inspired us to put together this blog, sharing how video can target students and influencers at every stage of their journey. And, just as importantly, that distribution is also a vital consideration that should go hand-in-hand when planning your new creative video content.

We’ve packaged together some of the best examples of video marketing ideas from brands, colleges and universities around the world, and some of our own handiwork that we are most proud of. read more

Is your hospital or healthcare organisation seeking to:

  1. Grow your market share?
  2. Reduce health inequalities?
  3. Improve your clinical outcomes?
  4. Improve your patient experience?
  5. Free up staff time from non-clinical duties?

Video could be your secret weapon.

How video helps you achieve key objectives for your healthcare organisation:

1. Increase your market share

We believe what we see, not what we hear or read. Video can showcase how clean and safe your units are. It can convey how passionate and professional your staff are. As a result, prospective service users feel more reassured about your healthcare services, leading to increased demand and therefore revenue.

2. Reduce healthcare inequalities

If ethnic minorities can’t access information in their native tongue, they are less likely to request the healthcare services they need. We provide dubbed and subtitled translations of video content to help you improve access and take-up among hard-to-reach minorities. read more

Why do you need a video distribution plan?

Smart universities and colleges have been embracing video as part of their content strategies for the last five years. They are looking to use video to strengthen their brand and achieve challenging enrolment targets.

After all, content is king, right? Well, it is and isn’t. The multichannel environment presents a number of challenges to HE and FE marketers.

YouTube is overflowing with great content commissioned by the HE and FE sector. Some of this content is watched by no-one. read more

Just 18% of brands judge their video marketing ROI as “very successful”, according to a Hubspot survey. So how can colleges and universities prove their video marketing delivers genuine ROI?

Fifty-two percent of marketers consider video marketing to be the type of online content with the greatest ROI. Yet, we often find that one of our clients’ main challenges is measuring their video marketing ROI. If you spend £16,000 on a promotional film, how can your college or university marketing team know what impact it has had? And what about the impact of paid social campaigns? read more

We have teamed up with Sky so our clients can screen their films in targeted homes

We have teamed up with Sky to help our clients to get their films and footage into targeted households and in front of the exact people they want to target. We are now offering bespoke Sky AdSmart packages, enabling films to be screened to different Sky TV households watching the same programme.

Our digital team here at Clearhead met with Sky’s representatives last month and got the low down on the new platform and trained our team on how to plan and manage the ads.

We already have a number of clients interested in this new advertising platform which has a unique range of targeting criteria to ensure your films only appear to Sky users who match your precise demographic and audience types. The ads will also appear during regular breaks on all of the following channels: read more

How would you sum up your college or university’s education video marketing strategy for the last 12 months?

You may have a promotional video that has been an important part of your online and social strategy. You may have started to produce more targeted video content. But could you be doing more? Is your college or university keeping pace with how big brands are using video to engage their audiences?

The New Year is the ideal opportunity to reassess your approach to video marketing. And to help you plan and prepare your strategy, we’ve shortlisted our top predictions for the next 12 months. read more

Video is expected to account for over 69% of all consumer web traffic in 2017. Get ready now by ensuring your next school, college or university promotional video maximises impact and gets results. These are our top tips for high impact video in the education sector.

Is your marketing where your audience is?

Education marketers looking to target Generation Z (under 20s) are alienating prospective students if they don’t incorporate video as a core part of their marketing mix.

This generation prefer visual communications. YouTube is their favourite website. 93% visit the site at least once per week, while 54% use it multiple times every single day[1]. read more

Filmed interviews are used to convey information and experiences directly to the camera.

And from high-rolling executives, blasé faire musicians, through to excitable university students, every interview we’ve done for one of our films has been different.

Nevertheless there are a set of guidelines we follow that help get the best from each interviewee. If you are looking to capture ‘talking heads’ footage, we recommend the following:

Keep it impromptu

Filmed interviews are most engaging when they feel natural and conversational. If your interviewee knows the exact questions you will ask, they may deliver scripted answers that sound forced. Sure, let them know the topics you will cover and what kind of questions you will ask, but don’t share everything before the camera rolls. read more

Is video optimisation part of your distribution and promotion strategy?

Great video content is useless if your target audience can’t find it. The following ten tips will give your promotional videos the best possible chance to get in front of the right eyeballs online.

Video Optimisation Step 1. Choose the right hosting option

YouTube may be the default platform for video, but it is not always in your interests to use it. If your video contains educational content that’s intended to address a search query, then host it on your own website. Otherwise the search engines will credit YouTube, not your domain, for your video on ‘how to choose the best course during clearing’. read more

Are you thinking about throwing out your printed prospectus and taking everything digital? We’ve got eight questions (and some surprising data) for you to ponder first…

1. Do prospective students prefer printed prospectuses?

According to a study featured in the Guardian in 2013, 62% of 16 to 24-year-olds would rather read a printed book than a digital one. 51% of the 16-24 year olds who prefer printed books said that they like to hold them, while others mentioned liking the smell. The original study was based on a sample of 1,420 young adults. Later, when the newspaper ran their own online poll, the ratio rose to 79% in favour of print over digital for people of all ages. read more

Having a University Video Strategy ensures that your film content has a specific purpose. Without this, it’s easy to fall into the trap of creating videos just for the sake of it – and missing out on its full potential.

Any video content is good, right?

Statistics comparing the effectiveness of video to other formats are striking. Text and images are mere sparklers compared to video’s fireworks. You want to get attention? Generate engagement? Motivate shares and conversions? Video outperforms other formats on all of these. read more

Arguably the most exciting part of the planning process, this is when creative ideas are introduced and the look and feel of the final piece is discussed. Left to last, the look and feel can now take into account all of the other factors to ensure cut through and effectiveness against your objectives.

This is step 6 of 6 in our video strategy guide (click here for the overview page).

How do you want to present your University’s brand?

Just as you wouldn’t print your prospectus on nasty paper using a horrific design (we hope), consider what the quality and style of your video says about your University. Wobbly frames, unclear audio and unflattering shots look cheap and unprofessional. read more

Timings are the last thing to think through before getting stuck into the creative messaging of your video. Consider how long you want your video content to last, when you’ll need the finished piece by and how often you plan to create new video content.

This is step 5 of 6 in our video strategy guide (click here for the overview page).

Growing old gracefully

Look back at your prospectus from a few years ago and it will seem dated now. The same is true of video – it has a limited lifespan, just like any other form of content. After about two years, standard video content really starts to show its age. read more

Creating your video is only the start. Without a planned distribution and promotion strategy, your video will languish unwatched and you might be tempted to write off video content as ineffective. Instead, set aside time to think through your distribution and promotion strategy.

Although the same video can be published across a number of channels, the end use will shape a lot of its characteristics, so will need to be taken into consideration early in the process. If you plan to have multiple edits (e.g. shorter ‘trailer’ versions to build excitement and anticipation on social media), knowing this before you start production will ensure you capture the footage you need so that each piece works as standalone content as well as part of the bigger piece. read more

Knowing what the main message of your video is, and the action you want viewers to take next, will start defining what viewers will see in the video. Keep your notes from the steps covered beforehand to ensure that your decisions relate to the objectives, metrics and target audience you have already defined.

This is step 3 of 6 in our video strategy guide (click here for the overview page).

What’s your takeaway?

  • After a prospective student watches the video, what do you want them to tell their friends about your University? This is your ‘takeaway’, the core message you want to convey.
  • It could be that your graduates are the most desirable to employers (based on progression data), so attending your University increases your chance of getting that crucial first job.
  • Perhaps you specialize in helping mature students change their careers thanks to support that helps them adjust quickly to University life and intense two-year courses that save time and money.
  • Maybe your University has specialized equipment and staff that make it the only place in the country to study for a specific, in-demand career.
  • Whatever it is, it needs to relate to your objective and be of importance to the specific audience segment or persona you are targeting, at their stage in the decision-making process.

What happens next?

This core message also needs to be tied to the Call to Action; the action you want viewers to move closer to after watching the video. Calls to Action can either be direct or indirect. read more

When developing written content, marketers know how to tailor it to a specific audience. Yet, when it comes to video strategy, often the approach taken is one-size-fits-all. However, the same rules apply: the more targeted the content, the more of an impact it will have.

This is step 2 of 6 in our video strategy guide (click here for the overview page).

Get personal

Ask exactly who you’re targeting with each project in your video strategy. If you don’t already work from personas, this is a great time to start. read more

Six Steps for Your University

At each stage of the decision-making process – attention, engagement, sharing and conversion – video leads the way. Yet, with so many choices and options, it can be difficult to know how to get started. Our six steps for putting together an effective video strategy for your university will take you through the Why, Who, What, Where, When and How of video strategy.

STEP 1: WHY – YOUR OBJECTIVES AND METRICS

  • Getting internal buy-in by creating a strong rationale for using video as a communication tool.
  • Deciding which of your marketing objectives is best served by video.
  • Deciding how you’ll measure performance against that objective.

STEP 2: WHO – YOUR AUDIENCE

  • Identifying the exact audience you are targeting (ideally using personas).
  • Identifying at what point in the decision-making process your audience is.

STEP 3: WHAT – MESSAGE AND CALL TO ACTION

  • Deciding on the ‘takeaway’ of the video (the core message you want to convey).
  • Choosing which calls to action to include.

STEP 4: WHERE – DISTRIBUTION AND PROMOTION read more