Toward the end of 2015, I had the pleasure of working with Brian Artka from Size43 Creative, a firm that describes itself as creating films that connect people on a human level. Not long ago, Artka pointed me toward a presentation he put together for the Wisconsin Chapter of the Society of Marketing Professional Services that includes one of the best examples I’ve come across for making a real connection via the story.
The film has nothing to do with performing arts but there’s more than enough here you can use for inspiration and resource.
You can get an overview of this project and its process beginning on page 10 of Artka’s presentation.
Regardless if your group uses video shorts for promotional purposes or not, there’s plenty here to inspire your traditional copy writing and photo based promotional work, such as the four key elements Artka identifies for effective video storytelling:
- Emotional Connection
- Conflict / Struggle
- Passion / Desire
Just imagine adopting this technic to something self-contained like an event email and if you maintain segmented lists, consider using this approach toward your infrequent and first time buyer lists.
If your group is fortunate enough to produce promotional videos, it isn’t difficult to integrate Artka’s approach toward focusing on unique patron profiles as the central character interacting with your organization.
All in all, it’s an inspiring approach toward outreach and connecting with your audience and should help you break out of the confines of pointing a camera at a guest artist, conductor, or musician and asking them to talk about the music. Those sort of pieces always have a meaningful place in your video promotions, but there’s no reason they should be the only tool at your disposal.