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but we would rather get it right from the start and this involves working with storyboards and having detailed discussions with relevant stakeholders across the business so that everyone can have their input before we start fi lming.”


Clearhead puts its video services offering into three categories:


Hero


High-quality TV-style adverts that impress the viewer and catch the eye.


Hub A slightly longer form of video that might include a case study or information about the business


Help Informative footage that explains more about how to use a product or access a service.


These three aspects can be combined in a marketing strategy to engage with website visitors, create interest across social media or follow up with more in-depth information. “There is so much scope with quality video


footage to use creatively and consistently across a variety of channels depending on the message you want to get across,” said Gav. “Yes, you can fi lm something quite simple with


a phone or video camera, but what you get with professionally recorde film is high-quality content that has both credibility and longevity. “People expect good-quality content, and a bad video, just like a bad


website can damage your reputation and put off customers and so I strongly believe that if you are going to invest in it, you need to invest in it properly.” Gav is chairman of the Luton Business Improvement District,


looking after the needs of between 700 and 800 businesses in the town centre – something that has been particularly important during the past few months, while at the same time helping oversee Clearhead’s own pivot towards online events, tapping in to the opportunities they present. Conferences and meetings can be highly successful by using a mix of live and pre-recorded footage that can be consumed as and when the ‘delegate’ wants to view it, and to an audience that is not restricted in size. “Face-to-face interaction is diffi cult now and people have adapted


to diff erent ways of doing things, and I think that will remain the case, even when things get back to normal,” said Gav. “When you think that you can put together conference content that combines both live and recorded footage and people can dip into it as and when they choose, removing the need for travel and with no restrictions on numbers it’s amazing to see the opportunities it presents. Many of the clients we’ve been supporting over the last six months have seen a signifi cant increase in attendance and conversion rates since taking their events online and I genuinely think it’s a way of reaching people that will stay with us in the long term.”


Find out more about Clearhead at www.weareclearhead.com ALL THINGS BUSINESS 9


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