Juice Wine Tourism Conference 2016

VIDEO FOR YOUR

WINE BRAND CREATING MEMORABLE CONTENT & DISTRIBUTING EFFECTIVELY

by Dina Mande of Juice Media

HOW DID I GET HERE? Born in LA Only child, bookworm, vivid imagination Graduated St. Helena High School Love of vineyard landscapes Move to So Cal Mom at 19 Late bloomer Move back to Napa Valley Graphic Designer Love of wine Label Design Graduated College at 32 Oldest intern at Industrial Light & Magic Move to San Francisco Worked long hours in visual effects Learning more aspects of production Job offer at news station in LA Working in news = insane hours Movie Trailers pay better

Cushy job as senior art director Hollywood production company Entertainment is fun…

Started directing 9 years is too long to stay in job Start company with husband Advertising International travel Large budgets 2008 crash Escape to Paso Robles Bye bye ex hubby Divorce Honeymoon Start Juice Media Working long hours :) Shoot vines Shoot travel Shoot lifestyle & food Win awards Love of wine What’s next????

• WHY INCLUDE VIDEO IN YOUR MARKETING EFFORTS? • WHAT KIND OF VIDEO TO PRODUCE? • WHERE/HOW TO SHARE IT • HOW TO CHOOSE A PRODUCTION COMPANY • WHAT GOES INTO A BUDGET

• HOW TO SHOOT YOUR OWN • HOW TO GET THE MOST OUT OF YOUR FOOTAGE

YOU CAN TELL YOUR BRAND STORY WITH: TEXT PHOTOS

THE RIGHT VIDEO CONTENT WILL HELP YOUR BRAND:

BE VISIBLE BE MEMORABLE CREATE A CONNECTION STAND OUT AMONG THE CROWD

THE ORIGINALITY, CREATIVITY, QUALITY AND CONSISTENCY

OF YOUR ONLINE CONTENT MATTERS

WHY VIDEO 
 VS. PICS OR LINKS?

AN EXPERIMENT ( analyze your content – some pics )

VIDEO

SO, WHAT SORT OF
 VIDEO TO PRODUCE?

ADVICE FROM A HOLLYWOOD ENTERTAINMENT PRODUCER:

MEET BARRY KATZ

ADVICE FROM A HOLLYWOOD ENTERTAINMENT PRODUCER: Whether you’re creating a feature film tv show short film web video…

YOUR STORY MUST HAVE WHAT’S CALLED A HOLY SH*T MOMENT

CHECK OUT BARRY’S PODCAST

WHAT’S THE TONE / STYLE / UNIQUE QUALITIES OF YOUR BRAND? • • • • • • • • • •

Elegant Sophisticated Hip Fun, Approachable Charming Clever Refined Bold / Daring Youthful Historic

GENRES • Documentary (refined, hip, edgy — brand appropriate) • Stylized Editing • Heartwarming / Emotional • Music-driven • Educational / Informational • For the trade • Comedy (Scripted) • Comedy (Parody) • Meme / Viral

I WANNA GO VIRAL Pay attention to trends / memes. What’s being shared? What’s hot right now?

Examples: Pharrell’s Happy Video The ALS Ice Bucket Challenge Sh*t Girls Say Get inspired by trending hashtags on Twitter

GENRES

WHAT GETS 10M HITS? How one wine entrepreneur used a shoe and a wine bottle to create one of the most successful videos in YouTube history.

He hired a consultant who suggested rich* content.

Rich = Blog, Podcast or Video* The shoe was his 227th video post.

(That’s what you call consistent!) http://www.businessesgrow.com/2014/02/10/mirabeau-casestudy/

FILMMAKING HAPPENS THREE TIMES:

1. ON THE PAGE (SCRIPT) 2. DURING PRODUCTION 3. IN THE EDIT

HIRING A PRODUCTION COMPANY • • • • • •

Watch their reel - does their style and tone fit?

Check out their presence online.

Get recommendations Ask for a bid (scripts may be needed) Ask for what you want – how to verbalize it Find inspiration from short films, commercials, features, television, youtube • Ask questions like “How do you begin a project? What is your process? How many on your crew and how long have they worked with you? Can I talk to one of your clients for a reference?

• How long does it take to see a rough cut? How many rounds of changes are included?

STEP ONE: THE SCRIPT • Decide on concept, approach • Write it on the page, even if you want a spontaneous interview • Use the keywords that define your brand • Sometimes I’ll start with copy that exists, either on a website, a brochure, or the back of a wine label • Examples of relevant / useful / powerful keywords

A SAMPLE CREATIVE BRIEF SUPER BOWL AD CREATIVE BRIEF: JUNE 2015 Overview: XXX Vineyards has acquired four 30-second Super Bowl ad slots; three pre-game spots and one during the 50th Anniversary Super Bowl on February 7, 2016. The ads will air on CBS affiliate KION with a reach from XXX. Pre-game ads will run between 11 am & 3 pm with a Nielsen RA25-54 of 7.4. The game time ad will run between 3-6:30 pm with a Nielsen RA25-54 of 39.3.

Target: SXXX Vineyards is our flagship brand. It represents the best-of-the-best sold locally in our tasting rooms, our website and select restaurants and retailers. XXX Vineyards is the primary label in an umbrella of brand extensions that falls under XXX Family Wines. While the prime demographic is ages 25-65, we have many dedicated consumers that are 21 to approximately 95 years young!

Price: $19.00 - $72.00 Vineyards: XXXVineyards, founded in 1972, has 10 estate vineyards, growing 36 varietals on 4,200 acres spanning 70 mile.. Our primary varietals are Chardonnay, Pinot Noir, Cabernet Sauvignon, Merlot and Sauvignon Blanc. Our wines have won numerous high scores and medals from prominent and highly-regarded wine competitions.

Design: This can be a single ad to run repetitively in each of the spots or a progressive campaign with unique content in each 30-second time slot.

A SAMPLE CREATIVE BRIEF, cont’d Key Points: XXX Vineyards is family-owned Our wines are estate grown, crafted from grapes grown on our 10 estate vineyards Our vineyards are 100% sustainably certified Community involvement and giveback is a key component of our culture Employee longevity is also key – many of our employees have been with us for 25+ years and some for 35+ years We strive to produce authentic wines that over-deliver on quality Our wines are crafted to showcase the varietal character of the grapes, the individuality of the vineyard, and the exceptional quality of the Monterey Viticultural Appellation Ideas: One idea we had is a heartwarming, feel-good commercial that highlights nostalgic still shots of our farming, sustainability practices, employees and family, and our community involvement with a voiceover or music with captions. We imagined a similar feel as the Dodge campaign, ‘God Created a Farmer’.

While we are comfortable with a heartwarming approach, we are very open to and encourage innovative ideas! We would possibly like to utilize this content in an extended version to assist our national sales team in telling our story to distributors and retailers, so we want to consider the reach of this project beyond the Super Bowl ad time.

Reference: www.XXXVineyards.com

A SAMPLE SCHEDULE Video Shoot Schedule Date: Monday, May 12 Shoot 1:JakeInterviews

•Time: 7:30 AM (Set Up); Filming 8:00 AM - 10:00 AM •Location 1: Snow Vineyard (7:30 – 9:00)

•Address: 5985 Vista Serrano

•Location 2: Tasting Room (9:00 – 10:00)

•Address: 2020 Lake Drive

•Potential Shots (Other than Interviews):

•Gopher cleansing process

•Jake on ATV (Attach Go-Pro to ATV as well?)

•Jake picking through vines “pruning”

•Camera runs between vines?

Shoot 2:JoshInterviews

•Time: 10:00 AM – 12:30 PM •Jakeon hand 11:45 AM - 12:30 PM (broll of winery interaction only) •Location 1: Chronic Cellars Tasting Room (10:00 – 10:45)

•Address: 2020 Nacimiento Lake Drive

•Location 2: Winery (Barrel rooms, etc.) (11:00 – 12:30)

•Address: 2025 Lake Drive

•Potential Shots (Other than Interviews):

•Interacting with vineyard workers

•Interacting with dogs

•Using thief for barrel tasting

SAMPLE STORYBOARDS

SOME PRACTICAL TIPS • Optimum length for the web Depends on project, but under 2 minutes = good Under 1 minute = better • Consider level of quality • Format options: Whether to use high end camera, consumer cameras, phones • Using alternative cameras like drones, GoPro, etc. gets you views from that audience.

PRODUCTION COSTS Filming budgets vary greatly, depending on production time, editorial time and deliverables. $3K for very simple, to $10k, 20k or more for lengthy series or time consuming shoot.

PRODUCTION - DIR DAY RATE - 2nd CAMERA OR ASSISTANTS - EQUIPMENT RENTAL - CATERING - INSURANCE - LOCATION FEES, IF NEEDED OTHER ADDITIONS: Copywriting, art department, casting for models, actors or extras, wardrobe, hair & makeup, etc. quoted separately.

EDITORIAL A simple 1/2 day shoot usually takes 2-3 days to edit.

A full day shoot may take 3-5 days to edit.

ONE TYPICAL (bare bones) BUDGET Simple intro to you and your wine. No prep, no frills, just a nice short story and half day shoot.

PRODUCTION: $1800 HALF DAY SHOOT: Standard camera package, One shooter, one assistant, available light. (Simple interviews and b-roll, non-scripted, documentary style.)

•

POST-PRODUCTION 2 editorial days or 15-20 hrs.

$1600

TOTAL

$3400

Simple 4 hour shoot. Not including music, travel expenses, editorial over 2 days or other costs.

FILM SCHOOL IN A FEW MINUTES

GET CREATIVE ON PAPER • Be interesting (cheeky, edgy, personal, or you might bore people) • If you’re going to shoot an interview, first write a script with powerful keywords. What are the actual words you want to hear in your video?

• Find inspiration by what moves you and will work with your brand

IF YOU’RE PRODUCING YOUR OWN • Format – think cinema • Where is your light?

• Pay attention to composition (how can we show something in a way that’s not usually seen? Foreground elements? Shoot from above? Shoot from below? Shoot overhead looking straight down?

• Create negative space…can be done with closeups or texture.

• Your sound source is important • Edit wide, medium, tight • Spend money on music • Distribute freely, often and repurpose your footage

GOLDEN MEAN - RULE OF THIRDS WHERE TO PLACE YOUR SUBJECT

THINK OF ALL SHOTS IN A SEQUENCE OF 3 - WIDE, MEDIUM, TIGHT

WHERE IS YOUR LIGHT SOURCE?

TRY TO CREATE THIS KIND OF LIGHT

PLACE YOUR LARGEST LIGHT SOURCE NEAR THE FRONT OR SIDE OF SUBJECT

WINE COUNTRY DOORS

CONQUERING OUTDOOR LIGHT DIFFUSE/BOUNCE/BOTH

SHOOT FROM ABOVE OR BELOW

CREATE NEGATIVE SPACE

SILHOUETTES ARE COOL

LOOK FOR REFLECTIONS

DISTRIBUTE YOUR CONTENT • Write a synopsis for your video - short, sweet but don’t give away the surprise.

• Consider building a landing page to house all your video content.

• YOUTUBE Name it effectively and use relevant hashtags #wine, #your appellation, #your varietal, etc.

• FACEBOOK Post directly for most views • TWITTER Use relevant hashtags • VIMEO Use groups (wine, travel, DSLR, Canon, etc to be exposed to new audience) • INSTAGRAM Create a 15 sec cutdown of your video • GOOGLE+

DISTRIBUTE YOUR CONTENT

MAKE SHARING EASIER IF THIS THEN THAT

HOOTSUITE

REV.COM

MUSIC MAKES A DIFFERENCE $29 - $69 TRACKS

$200+ TRACKS

Premiumbeat.com Pond5.com

Musicbed.com Marmosetmusic.com

REPURPOSING YOUR VIDEO CONTENT • Shoot “behind the scenes” of your video or still shoot for even more content • Many screen grabs look great as stills • Most screen grabs are large enough for website backgrounds, posts on Facebook, Instagram, Twitter or Pinterest • If you do multiple videos, sometimes you can create a “best of” at the end of the year.

• For events, think of shooting a video to invite and promote, then shooting the event itself. The following year, you have your promo video ready.

REPURPOSING YOUR
 VIDEO CONTENT

LET’S SHOOT A VIDEO

dina@hellojuice.com 310.963.9759