For the Ontario Ministry of the Environment Drive Clean program, we used SOPs, manuals, slides to create two-hour videos on Inspector Re-certification and Program Orientation. These home-study videos allowed the new staff to get familiar with the program and for independent contractors to study program changes, updates and also served as reminders of compliance rules. Videos were accompanied by online exams required for re-certification. (Video is an excerpt from Chapter 7)



1. Training Seminar Review Modules
"Repetitio mater studiorum est”

Repetition is the mother of learning: training seminar key-points review modules for private, any-time, web-based review. Investment in training seminars can be a huge waste because our brains pull a 404 (page not found) on the bulk of information in 24 hours.

Instead of getting a transitory post-seminar peak in performance, extend the power of the seminar all year round, at any time, with private, on-demand review modules — staff can go to the web page anytime and do a brief review of the course materials. There you go.

We also work with corporate trainers and their clients to enable the creation of review modules. Click here to see 4 QuickTime movies about Elaborative Rehearsal of Training Seminar.

Training DVDs—Just the way adult learners prefer to learn: $15,000-25,000. Adult learners do not always have high reading motivation, or even sufficient reading skills, to assimilate SOPs and manuals. Use a TV-like convenient multisensory DVD format -- increase comprehension by 50%, increase retention. Format permits easy rewind and multiple viewings in the privacy of their homes—just the way adult learners prefer to learn.

What is the procedure and how long will it take: We videotape the training session, then condense the material to smaller chunks of salient information. We add narration, music, graphs, charts and live video to pace the presentation and to hold the viewers attention. The idea is to eliminate training session redundancy and to use mnemonic devices for subsequent elaborative rehearsal that contain the core principles that are important to remember (did you get that? I nearly got lost there myself and I've a masters in psychology!). These "chapters" can be mounted on server for web access or compiled to a home-study DVD.

What's the turnaround time: Because the requirements differ from situation to situation, timing can be from a few days to months.

2. Franchise videos

Introduce the franchise concept in a few minutes, qualify potential franchisors, explain the potential. Here's A Taste Above Franchise Video done completely with still shots, music, and transitions.

3. Motivational videos

The human mind is an amazing storehouse of memories, feelings, impressions, mental pictures—even more amazingly, one can rapidly, in a matter of minutes, change one's attitude and the entire day simply by changing your thinking.

Pump-Up Adrenalin Motivation Picker-upper

The Picker Upper Movie is like a 5-minute dropin by Anthony Robbins — finding and building passion, excitement, and going after your personal best. Increase productivity, satisfaction, self worth.

Using an upbeat motivational message that can be accessed at any time on the web, a mini motivational movie is like a mental prescription for de-stressing, focusing—a western version of the Japanese factory exercises: "You make a difference in our great organization" for staff, agent, and dealer motivation $1500-3500.

Ideal for scenarios where staff, agents, distributors, dealers need support and encouragement — it's about building the corporate culture — real-estate brokers, multi-level sales, fitness clubs, insurance and financial services agents.

4. Web-based commercials and infomercials to millions.

Web commercials and infomercials instead of running in dead-hour slots on multiple TV stations (and be at their mercy for availability, closed-captioning rules, etc.) use the web as an on-demand, pre-qualified-interest, anytime channel available when buyer readiness is the highest—at the time when they are actually thinking about and searching for your products. You can tie in to multiple offers, do A-B testing in a snap, combine with e-commerce engine, etc.

Just look at the numbers, for the $5000 per show you pay for 28.5 minutes at each TV station, you can create 200-300 keyword searches on 40 PPC engines that keep on running all year round. And you still have the option to buy major market weekend noon slots and run a long commercial for your web site.

According to MarketingSherpa, Audi experienced a 325% increase in leads generated from their website when they redesigned the site and included several online web commercials.

During the 2004 Super Bowl, Mitsubishi ran a TV commercial whose ending was revealed in a web site commercial. The results of the campaign were nothing short of astounding. Not only did 70 percent of the site's one million visitors play the video repeatedly, but the automaker also knew precisely how long they stayed (4.9 minutes, on average, according to ComScore Media Metrix). Best of all, dealers reported a 58% spike in sales after the spot ran.

Big-name brands will spend $198 million on full-motion video this year -- a 70% jump over 2004, according to Jupiter Research; and that's expected to surge to $657 million by 2009 as broadband spreads everywhere and compression technologies evolve.

5. Manufacturer's Annual product rollouts and DVDs

  • Big boys' toys manufacturers: boat builders, RV sales, ATVs, automotive, electronics, luxury home builders, fashion, etc.

Manufacturer's "Introducing our great new models" video roll-out to dealer networks and consumers $2000-6500. Many industries come out with new models each year with better and bigger improvements. A quick and easy way to introduce new models is to create a video for the internet that includes downloadable brochures, feature sheets, pricing points, etc. Material can also be used for local television advertising, packaged to DVDs for dealer showrooms and trade shows.

6. Public companies and investor confidence

Shareholder notice "President's message and performance highlights" web video (or a Narrated Flash Report, as above) $1500-3000 -- boost investor confidence with real human touch, can be tied to simultaneous pages of financials when the beancounters are talking, marketing department talks about the future of the business with projections and growth plans, and presented sequentially with on-screen print and downloadble PDF documents. Can be password protected for restricted access.

7. Web- and media-based PR

Video press release to news media, specialty channel TV programs, vertical web sites, shareholders $1500-2000. Control and influence what is said in public about your company. Video press releases can be used on the web, television news, and included in specialty channel programs.

Copyright Krin.Communications 2005. All rights reserved.