Business News
Phil Arkinstall, president of Sutton Coldfield Chamber of Commerce, explains how the Covid-19 pandemic has provided businesses with challenges and opportunities and how technology is helping the recovery. He is managing director of video production company Ark Media.
hen the pandemic and lockdown hit in March, 2020, it was an unquestionably challenging time for
any business leader. My immediate concern was, I’m sure, the same as any other business owner – ‘How Will We Survive This?’ In the first lockdown we were unable to be out
filming which obviously has an immediate impact. We have clients across a variety of sectors including construction, financial services, education, technology and leisure. Everyone was in some kind of turmoil. A few of our clients did panic and cancelled or
halted their marketing or communications activities. However, I think the message soon got out that to stop marketing is to stop business (especially if you understand what true marketing is all about). We took some time to reflect on what our
clients’ target market needed. Organisations buy video for three reasons: to sell more, to reduce costs or to communicate with their staff. In a pandemic those three things are paramount to any business. We were still able to offer animation. So we
developed a free course for clients called “filming with your smartphone”. Our Quick Edit Service enabled organisations to film themselves and send their footage to us for professional editing, incorporating graphics and such like. This helped organisations to get messages out and was also used by clients for internal communications purposes.
‘People expect and want to see videos whether on a website, social media content or as part of their communications at work’
We also looked at where we could film and
were proud to be commissioned by the Department for Education to do some keyworker filming to produce their Letters and Sounds videos which helped teach thousands of reception and Year 1 children to learn via YouTube. We also successfully applied for a Pivot and
Prosper Grant to develop our Access Player App, which enables disabled people to view films in a suitable format. A deaf person can view a film with sign language while an epileptic person can view it in a format suitable for them. Thankfully in subsequent tier restrictions and
lockdowns we were able to be out filming. We saw an initial uptake in clients wanting to produce internal videos to welcome their staff back to the office, communicating health and safety changes and ensuring everyone got the same consistent message.
12 CHAMBERLINK February 2021 Television advertising is one media that has
become much more accessible. Sky AdSmart are offering starting prices from £3,000 with the ability to target specific households. Some of the other broadcasters have had amazing opportunities available, like how 50 per cent of the media value may be deferred and only payable if the TV campaign works and hits the pre-agreed targets. This makes advertising on TV a really accessible medium for businesses of all sizes. As a business we have adapted well to new
technologies. Slack and Zoom have been great tools for us. We are also seeing a shift in how more and more people are watching videos online. While online video consumption was increasing regardless of the pandemic, I think it has increased faster than it would have done. People expect and want to see videos
whether on a website, social media content or as part of their communications at work. In terms of videos we are seeing clients becoming more interested in what I would call the next level up of video – interactive. This enables clients to choose the story which
means their audience is not just watching the video but engaging with it in real time. I think there is real potential for brands to use interactive videos to their advantage for both external and internal communications. As a business we need to adapt and change
to ensure we are providing our clients with solutions that suit their audiences. I remain realistically optimistic about the future. Businesses across the region have proved their resilience, their determination and resolve and I think this bodes well for the future for businesses in the Midlands.
President’s Focus W
Sutton Coldfield
Chamber of Commerce
Phil Arkinstall
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