Video Marketing, authenticity and finding your truth.
These days, I don’t think people really care too much for advertising. Millennials in particular, they think your old advertising sucks because it fails to connect. Nobody wants to feel sold or pitched. And to avoid that, there’s not as much to it as you think.
Honesty and authenticity. Scary words for some. . .and quite often not necessarily associated with marketing! :) Ha! But now, more than ever, connecting with people in such a way that they actually feel your message is critically important.
Millennials are an interesting breed. And by 2020, they’ll be spending 2 out of every 3 dollars earnt in Australia. Where they spend those dollars is largely going to be determined by who is best connecting with them in the digital space - because interestingly, they’re certainly not at all interested in traditional media and they won’t deal with brands that they don’t feel some kind of affinity to or some kind of connection with.
And I can understand that because as much as I hate to admit it, I fall into the category. *Cue music - “Hi, my name is Christian….and…. I’m a millennial”.* And you know what? We’re an emotional bunch. We want brands to care, be considerate, conscious, respectful, add value and bring something more to our life than literally just the products or services it delivers. We want to feel like what we bring to the world brings value and in turn, we want the brands we support to mirror that sentiment and have purpose.
It’s not hard. . .stop thinking like a brand, and start caring like a person. It’s talking to people and connecting, rather than pushing and promoting.
As a business owner or a brand, you need to find your truth - do a little deep work, sit and meditate on it, whatever floats your boat. But seriously think upon what it is that you do. . .and why you continue to do it. Where do you find joy in what you do? What keeps you coming back?
There’s nothing more inspiring than finding your truth and as I found out in the piece below. . .few things more affirming than actually sharing it.
For me, personally, it’s helping clients on their journey of discovery that really drives me. . .as well as the personal challenge of creating beautiful imagery to accompany the stories uncovered. I enjoy the process of hearing the stories first hand - the way lives were shaped, businesses built and dreams realised. It requires full emotional investment and a great deal of empathy, which can be challenging when the subject matter is confronting - but the juice is worth the squeeze as it’s that deep connection that often shapes the outcome.
The moving image and the power of storytelling is undoubtedly the strongest way to truly connect with people, of any generation. . . My suggestion, be brave, do the work and share it openly - You never know, you might just find you enjoy it!
- Christian
About the Author - Christian Fitzpatrick is a Creative, Commercial Director and award-winning cinematographer - writing, directing and shooting for clients who want a unique integrated experience, nation wide. He and his wife Katie founded the creative agency Mac and Bern Creative on the Sunshine Coast in 2016 after running production companies for 15 years. They live there with their two children, who along with the business, keep them incredibly busy.