While we aren’t quite to a place where we need to swear fealty to our robot overlords, AI has come a long way. There is a lot of fear about what AI means for our future in terms of possible jobs lost in multiple industries. Some believe AI might be the key to saving humanity. Whatever you think of AI, it’s important to remember this: most current AI available is little more than useful tools to be used by living and breathing humans to turn formerly annoyingly tedious tasks into far less annoyingly tedious tasks.
Today we’re going to highlight some AI tech Mad Genius is currently using in the world of video editing, specifically, the audio part.
Sound Design: An Unsung Hero
Sound is one of those underrated and unappreciated aspects of production. Sound editing is one of the most complicated tasks in the post-production process, as well as wildly time-consuming. It’s about sweetening the audio you want via EQ enhancement and noise reduction to the audio you don’t. There’s a lot of testing, listening, tweaking, and listening, and trying again. Thanks to Adobe Enhance Speech, cleaning up audio has been streamlined and much, much easier.
Adobe Enhance Speech is a feature currently available within Adobe Premiere Pro. But much like Diana Ross when she was a part of The Supremes, or Beyoncé in Destiny’s Child for our younger viewers, it’s going solo and will be sold separately. It’s designed to improve the clarity of speech in audio recordings, using some pretty advanced algorithms (that’s where the AI magic happens) to analyze the audio for speech specifically.
Using Adobe Premiere Pro’s AI Algorithms
Sound Without Processing
Let’s take a look, or rather a listen, to the tool in action. If you’re able, it’d be best to pop on a pair of headphones for the full effect. This first clip is without any audio processing.
Sound With Some Processing
You’ll notice that there is what sounds like a lot of hissing or white noise in the background of the voiceover. It’s the worst you’ll ever listen to, but it’s still clearly not something you’d want to hear. Now let’s listen to the audio enhanced via Adobe Enhance Speech, with a mixture of 55 percent process and 45 percent original audio.
Sound With All the Processing
The difference is quite noticeable. There’s far less hiss in the background, making the voiceover sound much sharper and clear. Now let’s listen to one final clip set to 100 percent processing.
The background noise is now completely gone, which can be what you want in some cases. The previous sample is actually what we ended up using because of its balance of minimum background noise or tone in relation to the voice-over.
That’s just one example of how AI is working for Mad Genius. If you’re looking to learn more about what we do and how we can help you and your business, why not fill out the contact form below and let’s chat.
Bold experimentation will always be the harbinger for great innovation. Well, that or at least that is the start of a hilarious viral video. Here in the labs of Mad Genius, we always have an eye on the future, looking for new technologies in video production, digital design, and more. In this blog one of our most gifted geniuses, Katie Tully, our art director, will offer her thoughts on AI image generation.
Take it away, Katie!
Getting Started
So here’s what I learned, attempting to create generative art with Midjourney. If this process had steps, this would be step one: read all the instructions. Yes, all of them. The second step, again, if this had steps, would be: know what a “Discord” is. If you don’t know what Discord is, go back to that first step.
Thankfully, the Midjourney team has compiled a rather extensive “how do I work this thing” list for any new users. Frankly, I would’ve been lost without it. As a daily Discord user, I had a good baseline understanding of Discord and its interface, which was a huge help. Those unfamiliar will probably need some time to learn Discord.
Unlike some other AI image generators I’ve heard of, Midjourney has multiple channels on Discord for users to prompt the AI from. You’ve got newbies, which is of course for those of us in its namesake and general channels. They also have a daily theme channel, which is actually pretty neat. There was some trial, but mostly error because I couldn’t figure out how to post in it. More than creating prompts and imagining themselves, simply watching prompts process in these channels in real time was fascinating. It can get a bit challenging to keep up when multiple users are prompting the same channel at the same time. I found that direct messaging the bot helped me not get lost in the flow of chatter. Once you get the basics of that, you’ll be off and running.
Midjourney has the user interact with the bot using a command. The /imagine command followed by a text description known as a “prompt” for the AI to generate an image from. Let’s just say you’ll have no shortage of options using Midjourney, as it then generates four options in a grid at 1024 x 1024 px. It gives options to re-run the prompt to generate another grid of images or choose an image to make variations from. Here’s a look at a couple of the prompts and the results.
Prompts and Results
Prompt One
I wanted to keep it simple with the first prompt, just to see what I would do, so I entered the following: “A bird in a tree.”
Prompt Two
That first set of images wasn’t the worst work I’ve ever seen, but I wanted to see how in weeds I get and if Midjourney could keep up. The prompt was the following: “An illustration of a vibrant parrot perched on the limb of a verdant tree in a dense jungle. Blue gradient sky through the foliage, rays of sun casting on the forest floor, Risograph style, minimal shapes.”
The generations from the prompts are pretty good, but they don’t get a perfect score just yet. To be fair, it also could be a bit of prompting error by a novice user. While I didn’t personally try to generate a photo realistic person, I have to admit Midjourney does get a high score in that regard.
A Few Thoughts
Testing Midjourney has been an interesting experiment. Since we paid for it for a month, I’ll finish my degree in perfect prompting. I barely have a grasp on the basics of the software itself, and I’m still figuring out how to write an A+ prompt. That’s really the name of the game here. The variety of parameters you can add to the end of your prompts can dial in the output even further. Things like aspect ratios, negative prompts (i.e. remove something from an image), randomly changing the style, tile for seamless patterns, and weird levels from 0-3000 are a few options worth testing out.
Midjourney isn’t the most user-friendly generative AI out there. Using the AI through Discord adds a second learning curve to the process. It’s difficult to imagine coupling that (how to use it) into our workflow. Then there’s the part where you’re prompted in the public channels. Everyone sees your prompt and result, which is daunting on its own. Not to mention, if you leave the channel for any reason, you’re going to turn into an archaeologist because you’ll be doing some digging. By the time you get back to look for your generations, you’ll have to sift through possibly hundreds of other prompts. Overall, an interesting experiment, you know, once you read the instructions. Read the instructions, people.
Best Use Case for Midjourney
Like I said, it was interesting, but I feel like generative AI is still in its novelty stage. One day, will it replace stock photo, illustration, and video subscriptions? Maybe, but definitely not yet. For now, it’s an “I have this idea in my head and can’t find a stock image or fill-in-the-blank to use as a reference image on a concept board” best use case. Moreover, Midjourney is for inspiration and mood board fodder. Commercial use cases for any generative AI are too legally “iffy” for me to ever be comfortable using completely AI-generated work for clients. That’s a problem for the future, which is a great thing. Because barring AI going all Skynet on us, we’ll all get to see how that changes.
Curious about using AI in your workflow? Are you a Midjourney disciple who would love to train Katie in the art of promptification? Fill out the contact form below and let’s have a sincere conversation about artificial intelligence.
There are many levels of video production. These range between projects done by one individual playing every position, to massive blockbusters that employ thousands of specialists to get the job done. “Iron Man 3,” for example, is reported as having 3310 individuals on the crew. Considerable crews come at an equally considerable cost and aren’t necessary for most of us.
Let’s focus on the steps and crew that might be needed to produce a broadcast quality commercial, which is still an extremely broad category. The intent here is to familiarize you with some basic steps in the process, crew positions, and their duties, not to get hyper granular about what specific positions would be required for any particular project. It is also not intended to be an exhaustive list of every crew position in the industry (so if you are an industry professional and aren’t represented, please know this is done in broad strokes and I mean no offense).
Commercial Preproduction: Hiring
We will begin our adventure at the beginning: preproduction, the step after concepts and scripts have been finalized.
Enter the Producer. He is the hero of the story (I am a producer). The first step for a producer is figuring out the budget based on the script. Once the budget and scope of work are locked in, the process of hiring a crew, scouting for locations, and casting begins. The size of the cast and crew can vary wildly as mentioned above and are dictated by the budget a client has to spend, the scope of work, and the level of polish required of the finished product.
Below are just a few key positions that would likely be on a set and a very brief job description for each.
What Does a Commercial Director Do?
The director is responsible for the overall vision of the production. Most large creative decisions go through the director. It’s important to note that the director is responsible for communicating with the talent to get the performances required.
What Does a Commercial Camera Department Do?
The camera department is responsible for all things camera! This includes cameras, lenses, and media.
What Does a Commercial Director of Photography (DP) Do?
The DP is the head of the camera department. They oversee the lighting and grip department as well. In a nutshell, they’re responsible for lighting and recording the shots, and all that comes with that responsibility. On a small to medium size shoot, the DP will often operate the camera during the takes.
What Does a Commercial Assistant Camera (AC) Do?
The AC usually builds and manages the cameras and pulls focus as well. Another duty of the AC is to set up and maintain the video village, which is an area with monitors dedicated for clients and agency members to view the shots the camera is recording.
What Does a Commercial Media manager/DIT Do?
Media manager/DIT makes sure all the files are copied, backed up, properly labeled, and potentially a host of other things, including making sure the images being captured are what the DP is expecting.
What Does a Commercial Lighting Department Do?
If it has a plug or a battery, the lighting department folks are your people.
What Does a Commercial Gaffer Do?
The gaffer is the head of the lighting department. He works directly with the DP to figure out a lighting plan, and then gets to work to turn that plan into a reality.
What Do Commercial Electrics Do?
Electrics are responsible for the lighting and power for those lights—batteries and generator(s).
What Does a Commercial Grip Department Do?
Any gear associated with the lights or shaping light falls to the grip department, along with any dollies. All light stands, reflectors, flags to block or slow light, etc. In addition, the grips are responsible for any rigging needed by any department.
What Does a Commercial Key Grip Do?
The key grip is the head of the grip department. They manage the grips and make sure the set is safe. That last part is pretty important, as sets can be very busy, precarious places.
What Do Commercial Grips Do?
Grips are soldiers. They set stands, wrap cable, rig anything overhead, set dolly track, push the dolly, rig cameras and lights to various objects like cars or cranes, and more. Much more.
What Does a Commercial Art Department Do?
The art department is responsible for what you physically see on the set. This includes designing and constructing sets, choosing paint colors, furniture, etc.
What Does a Commercial Production Designer/Art Director Do?
A production designer/art director heads the art department. They design the project with their team and work with other department heads to coordinate the overall style of a given scene. This includes everything from coordinating to make sure an actor’s wardrobe looks good with the wall color, to working with the DP to place a lamp in the scene to motivate lighting.
What Does a Commercial Props Person Do?
The props person is generally in charge of anything the actors physically handle or interact with within a scene.
What Does a Commercial Sound Department Do?
The sound department ensures it’s not a silent film.
What Does a Commercial Sound Mixer/Boom Op Do?
A sound mixer/boom op works to record clear quality sound for talent and environments. They monitor sound levels to ensure they aren’t too low or loud and to make sure unwanted sounds are at a minimum—isolated if possible. Not every commercial requires on-set sound. Occasionally, the sound in a spot is a music track, sound effects, voice over, or a combination of all of these.
What Does a Commercial Wardrobe Department Do?
The wardrobe department wrangles clothes, shoes, and the like.
What Does a Commercial Costume Designer/Wardrobe Stylist Do?
The costume designer/wardrobe stylist is generally a one-person department, unless there is a lot of talent or if we’re shooting a period piece. The wardrobe department coordinates with the talent about sizes and clothing needs. Shopping for clothes, shoes, hats, and sometimes handbags. There is often a little overlap with the props person for items like handbags and purses, and they work very closely with the art director.
What Does a Commercial Hair & Makeup Department Do?
The hair and makeup department makes the talent look good, bad, or unrecognizable.
What Does a Commercial Hair Stylist Do?
Hair stylists are responsible for various hair types and styles, including wigs.
What Does a Commercial Makeup Artist Do?
Whether you are looking for a natural look or something very stylized to put you in a different time, makeup artists know how to get you there. Special effects makeup is a wholly different beast, and requires a special skill set.
Commercial Preproduction: Time & Place
After the crew is secured, or frequently alongside the effort, the producer or a location scout will begin looking for just the right spots to shoot to capture the director’s and/or client’s vision of the script. They’ll also work with the director to come up with a shot list and shooting schedule.
Locations can be anything… a friend’s front porch that you are using for free, a highly controlled military facility that requires a tremendous amount of paperwork and clearances, or a large opulent department store that could cost tens of thousands of dollars per day. Whoever is scouting locations is tasked with getting as many suitable options for the required locations as possible within the allotted time. These are then looked at by the director, DP, agency, client, and whoever else wants to see them. From that meeting of the minds, the final locations are chosen. The producer then secures location agreements and certificates of insurance for the locations. Payment is usually delivered on the first day of the shoot.
Commercial Preproduction: Casting
Casting can happen several ways…
You can use a casting agent. This is my preferred method of casting, but not every project has the budget to justify hiring an agent. A casting agent has a network of talent agencies and talent lists built that they can use to put out the call for a role with all the details.
If a casting agent isn’t in the cards, you can reach out to talent agents directly to get them to send you people they have that are interested in the role. You can put out your casting call via social media. There are social media groups pertaining to acting in most areas. Every so often, you have to get creative. You might search for people in local theater programs, for example. Sometimes you need to use real people supplied by the client. After talent selects are made, they are reviewed by largely the same brain trust that looked at the locations, and decisions are made.
At this point, most of the big pieces of the puzzle are in place for the shoot. The director, DP, and producer will finalize the shot list and shooting schedule if this hasn’t been done already. This is the stage of the job when hotel rooms for cast and crew are booked if needed, gear for the shoot is organized, meals for the shoot days are planned, parking for all the locations is figured out, craft services are purchased, call sheets are made telling everyone on the cast and crew where to be when, cameras are built, and a thousand other things are put together for the big day—or days.
Commercial Production
We are finally ready to shoot. So, that’s what we do. If preproduction was done well, production days are just executing the plan. However, these are often long, grueling, physical 12 plus hours long days out in the elements.
The “fun” on production days starts if something happens beyond your control that you have to adapt to. This might be an unexpected wind gust that blows a hero prop out into a river, or one of your talent not being comfortable in heels and twisting an ankle. One small delay can potentially throw off the schedule for the entire day and can get tricky if you have narrow windows of time that you have certain talent or locations. None of that ever happens to me, though. Not ever. So, after that lovely crew that I described above all does their job flawlessly, we all go home.
Commercial Post-Production: Editing
This is where we start act three of the production performance. After the footage is all shot and the sound is all recorded, it is then passed to a remarkably patient and methodical group called “editors.” Their job is to take the footage that was shot and find the best shot, the best lines, the most amazing deliveries and put those together into the most breathtaking version of the spot possible.
Editing is an extremely creative job. Editors and animators perform a wide array of functions, including mixing audio so that all the levels are correct, adjusting color within the spot, applying any effects or layers to the finished product, creating transitions between shots, and so much more. By the time you see a finished product, an editor somewhere has likely looked at that footage 100 times, if not more.
And there you have it. This is a little of what it takes to make a commercial. Easy-peasy lemon squeezy.
Need to get something produced? Drop us a line, and let’s get started.
Imagine, if you will, you’re responsible for a company. Let’s say you have your company’s next great idea ready to go. It’s going to change the world and make all the money, but there’s an issue. How do you brand it? What are the steps to get to the next level?
You have a few people in-house that know a thing or two about marketing… Sometimes that’s not enough. There’s a lot to be gained by hiring an agency, but when should you make the call and hire one? We’ve got a few ideas on the subject, so let’s dive into the ins and outs.
Signs You Need to Hire an Agency
Here are a few things to look for when deciding whether you should reach out to an agency or not.
Pivoting to, or Adding a New Target Audience
Adding new service areas can help you appeal to a whole new group of customers. Doing so without any thought towards how you change your messaging to include that new audience could be a missed opportunity.
A merger is another ideal time for some agency help. When two companies love each other very much, they merge into one, and probably leave their existing customers confused. Many of them likely don’t know the merger happened at all and are wondering why the logo on the website is different. Help these wayward souls and clear up their confusion.
It doesn’t matter how great your product is if your target audience doesn’t know about it. If you made the greatest bacon cheeseburger known to man, you wouldn’t serve it at a vegan commune—it’s not what that particular crowd is looking for. Getting in front of as many eyeballs as possible isn’t a bad idea, but it’s all about getting in front of the right eyeballs.
Creating a More Consistent and Fresh Brand Message
Just about any house looks better with a fresh coat of paint. You might not want to change your home’s color every year, going from beige to blue to orange–the neighbors might start to whisper–but you might want to paint it every once in a while to really make it pop.
Some companies have a propensity to vary more and more from their stated brand, or worse, their brand and marketing strategies aren’t keeping up with the times. An agency can help make your brand look brand new.
Nothing can undercut a remarkable product quite like identity missteps. Branding is how the world perceives you and/or your product. Influencing your branding (you can’t outright control it, sorry) and making sure it’s as strong and consistent as possible across every touchpoint can be the difference between a successful launch or a Space X-level explosion at take off.
Stagnant or Declining Sales
We’re sure we don’t need to tell you that in any business, the sales graph should always be trending upward. Sales can start to look flatter than the Kansas plains, or worse, start to dip, if you aren’t careful or get complacent. An agency can help revitalize your business by providing a fresh set of eyes looking through marketing-tinted lenses and generating unique strategies.
The Benefits of Hiring an Agency
Beyond getting to work with some super talented and passionate professionals, there are a few benefits that hiring an agency brings to the table. (Side note: Hiring Mad Genius might come with some pretty good celebratory cocktails at our Drink Tank™. Not actually trademarked, but it looks cool, right?)
Expertise and Experience
Think about the level of expertise your company puts into, well, whatever it is you do. (We’re good, but we aren’t mind readers, we have no idea what you do.) You’re professionals. You’re experts in your field. Creative, branding, web development, and photo/video production are our things. The way you care about [your thing] is the way we care about marketing/branding [your thing].
Access to Advanced Tools and Resources
There’s a lot that goes into our process. Suffice to say, we’ve got more than enough tools and resources to bring to bear. With most agencies, after your campaign is developed, you’re passed off to an outside production company. Not at Mad Genius. We’ve got the latest and greatest in web development software, artists, and the film-quality lighting and camera equipment, right here in house. Mad Genius truly is a one-stop shop.
Making the Call
Ultimately, it’s up to you to assess your specific business goals and needs and make sure they align with an agency’s services. Think about your budget considerations. Sometimes hiring an agency can yield a better ROI for your marketing budget than simply staying the course or working in house.
If you’re ready to talk marketing strategies, branding campaigns, or just get to know us a little better, fill out the form below to set up a meeting. Our geniuses would love nothing more than to chat about how we can help supercharge your brand.
“Wow, I have a wonderful product that’s going to change the world, win all the awards, and make a ton of money, but goshdarnit, I don’t know the first thing about product photography.”
Sound familiar? Don’t worry. You aren’t the only person asking this weird and wildly specific question. Mad Genius is here to help.
More Than a Pretty Picture
Decoding Product Photography: Not Your Average Selfie
iPhones are great at doing a lot, but, no matter what Apple would like you to believe, you’re going to need more than the camera/personal computer/tracking device in your pocket to produce great product photography. Unlike every day photography, nothing is candid with product photography. Yes, even when a photo looks as candid as a shot of Ben Affleck having a stress smoke outside in a Dunkin’ Donuts t-shirt. Everything about, in and around product photography, is carefully crafted.
Why Good Product Photos Are Like Gold for Your Business
The decision consumers make to proceed with a purchase is often made before they know it. Good product photography often acts as the initial attraction that draws customers in. It’s about putting your product in the best light possible. Literally. Attract more customers and increase sales—it’s science.
A Fork in the Road: Professional or DIY
When You Need More Than Just a Good Eye, It’s Time to Hire a Pro
If your product requires complex lighting, intricate staging, or guaranteed results, it’s time to bring in the professionals. Mad Genius’s photographers bring a blend of technical expertise, creative vision, and experience that can take your product images from “meh” to mesmerizing. They know all the tricks of the trade. When your product looks this good, it doesn’t just catch the eye—it captivates the heart.
Saving Pennies or Splurging on Pros
This comes down to your priorities and resources. If you’re just starting out or have a very tight budget, you might want/need to start with DIY methods. But as your business grows, the investment in seasoned professional photography typically pays for itself. When going to that “next level,” professional photos can elevate your brand. Professional product photography creates a more polished image, and often increases conversion rates. It isn’t just about spending your money to spend it, it’s about investing in your product’s potential.
You shouldn’t trust just anyone to make your product pop. Mad Genius knows the ins and outs of what makes great photography and has experts on hand to help you take the next steps. If you’re ready to speak to one of our geniuses about photography, click the calendar below to schedule a time that works for you.
Before trying to convince you that you should pay for custom photography, we’ll look at the other side of the coin—a few reasons why it might not be right for your project.
When Custom Photography Might Not Be for You
Lower Budget Production
Custom photography may simply be a luxury you can’t afford. And that’s okay. A limited budget may mean that a better allocation of resources is put toward other production needs like web design, marketing collateral, or copywriting.
The Project Has a Short Self Life
If your project is looking to take advantage of a current trend and that may be quickly outdated, an investment in custom photography might not be wise. It can be a time-consuming process, and if you’re on a short turn around, it can be more trouble than it’s worth.
You Don’t Have Specific Needs
Sometimes the visual requirements of a project can be basic. We’re not saying your project is basic. We’d never say that. But the images you have in mind could be generic in nature, which means your needs can be met with high-quality stock images. Since stock photography has a wide range of options, it can suit various themes and styles.
When Custom Photography Is Right for You
You’re here to be sold on Mad Genius’ razzle-dazzle, so here we go. Let’s look at a few of the factors that go into answering yes to the question, “Should I shoot custom photography or not?”
Do You Need To Get Specific?
The most apropos time to shoot custom photography will always be when you need to get really specific. You must show a certain building or certain images based off specific scenes in an original script (brilliantly written by one Mad Genius super talented writers). These are times when it isn’t just the best option—it’s the only option. Images, like the ones from Mad Genius’s “So Much More” campaign for Southern Farm Bureau Life Insurance, could never be replicated from stock images.
Showcase Your People in the Field
This is a must when you want to show off your people. Check out some of the great work we did for Alliant Construction below. Sure, we could have dug through stock images and found some random actors in hardhats, but the level of authenticity from real workers on the job can’t be beat. A steelworker looks and moves like a steelworker. Unless you’re getting stock images of Shang-Chi doing business, you can end up with images that look wooden.
Custom Photography Lets Your Unique Business Shine
Your project will never suffer as a result of getting the perfect photos that are just right for you. Nobody else will have these photos. You’ll be the only one who has these beautiful images that highlight your brand in exactly the right way. If you want the ultimate creative control and liberty over your project, custom photography is the only one way to go.
Are you looking to shoot some custom photography, or maybe you just have some question for one of our geniuses? Use the calendar below to schedule some time to chat.
Expenses can add up quickly when hiring an agency to do professional photography. Chances are, you’d like to save money where you can. So, should you hire a food stylist? Maybe.
Many agencies have the food stylist cost automatically baked into production cost. (Oh, there will be more food puns.) Mad Genius does not. There are a couple of questions Mad Genius likes to ask when considering a food stylist, and if the answer to these questions is yes, then we’ll hire one. Let’s get cooking. (You’re going to either love these or hate them. I’m not sorry.)
Is the Presentation of the Food Critical to the Product’s Success?
This mostly depends on the type of product or service your business is looking to highlight. Let’s just say you’re the marketing director for a college. You’re shooting a commercial trying to increase enrollment for the spring semester, and it features a scene with a few students having a bite to eat in the quad. There’s food in the scene, sure, but hiring a food stylist is probably unnecessary.
Could the Food Be Considered Less Appealing if Left Unstyled?
Think about a time you enjoyed fast food, and once you get past the guilt, consider the food. How often has it ever looked like the photo? Not typically, if ever, and let’s be real; if the advertised burger looked the way it does when you get it versus how it looks in the photo at the drive-through, you wouldn’t fork over your hard-earned cash. (I’m on a roll. Boom. Twofer.)
Grease makes bread soggy. Ice cream melts. Lettuce wilts. The food stylist is there to do a little movie magic, to keep the food looking mouthwatering. If the food you’re shooting won’t keep for very long, get yourself a professional to feign freshness. (Just don’t eat the food when they’re done… You wouldn’t believe some of the not-delicious things they put on food to make it look tasty.)
After You Hire a Food Stylist
You’ve answered yes to the previous questions, and you’ve decided to hire a food stylist. Now let’s take a look at what spending some extra lettuce has gotten you. (I regret nothing.)
Mo Money, Means No Problems and Mo Value
A great food stylist has all the tools of their trade on hand: silverware, plates, bowls, tablecloths, prop items, and other accouterments. This adds production value to your shoot since you won’t have to source said items outright.
An Expert Eye
Food stylists have all kinds of tips and tricks they’ve picked up through the years. They’re problem solvers. They know how to make coffee look hot and not cold brown water in a cup. Need to fluff a bun and all the different ways to show off the layers of a sandwich? They’ve got you covered. Food stylists generally know how to make food look far more appetizing than it would otherwise be.
Lighten the Load
When you have a food stylist on set, you’ve created a space for your photographer to worry only about taking great photos. The photographer already has a lot to chew on. (Yes, they’re back.) Shot composition, scheduling, and lighting are just a few of the things a photographer would much rather focus on during the shoot. The food stylist is there to take stuff off the photographer’s plate. (You’re welcome.)
With any product, food or otherwise, putting it in the best light possible is always going to lead to greater results. A little extra money spent now can go a long way in solving some big problems down the road. Mad Genius’s approach to food photography is all about making it look so good, your customer wants to take a bite out of the screen, or the billboard, or whatever other medium it is showcased in.
If you’re ready to speak to one of our geniuses about photography, or your needs for a food stylist, just click on the calendar below to schedule a time that works for you.
In the past three years, outside sales have witnessed remarkable transformations. These changes have been propelled by various factors such as technology, evolving customer expectations, economic shifts, communication challenges posed by the global pandemic, and the present uncertainty of AI. Sales tactics are continuously evolving, shaping our endeavors to stay ahead of the game in today’s fast-paced environment. So, let’s embrace the changes, adapt our strategies, and confidently navigate this dynamic landscape together.
During the COVID-19 pandemic, we had a brief respite from the onslaught of automated bots bombarding our phones and email inboxes. However, it seems like they’re determined to make up for lost time now. We’re constantly inundated with individuals, bots, and companies vying for our attention, promising lead generation, new software products, and revenue growth. The sheer volume of these communications can be overwhelming. Perhaps you’ve also noticed the surge in spam emails, telemarketers, and text messages over the past couple of years. And let’s not forget those ads that mysteriously appear in our social media feed after a casual conversation about a certain topic. Coincidence?
The Best of Today’s Best Sales Practices
In 2023, achieving success in selling a service necessitates a strategic and customer-centric approach. To effectively promote and sell your service, it is crucial to adhere to a set of best practices. Let’s explore a few essential strategies that will enhance your chances of success in this ever-evolving landscape.
Understand Your Target Audience
Mad Genius has had salespeople stroll into our office and ask, “So, what do you actually do here?” No joke. Research and identify your ideal customer, then get a real grip on their needs and pain points. Show them you care and be ready to speak their language.
Personalize Your Sales Offerings
Everyone desires to be treated in a way that acknowledges the uniqueness of their challenges. By providing solutions that directly address these individual struggles, you can make a profound impact and foster a deeper sense of connection and understanding.
Build Credibility and Trust
Establishing trust is absolutely crucial when seeking a business partner. One effective way to achieve this is by providing concrete evidence of your results and clearly showcasing the value of your services through successful client case studies. By sharing specific examples of how you have delivered exceptional value to other clients, you can build credibility and instill confidence in potential partners about the benefits they can expect from collaborating with you.
Leverage Digital Marketing
Business is out there, and you must embrace every available marketing channel to reach audiences—social platforms, SEO, even emails—and build awareness. Make these efforts relevant and compelling to your target audience.
Focus on Relationship-Building
Develop relationships with both current and prospective customers. I recently came across a quote that beautifully captures this sentiment: “While a friend may not make for the greatest client, a great client can certainly become a friend.” Listen attentively to their needs and provide personalized guidance. Nurturing long-term connections fosters customer loyalty, encourages repeat business, and garners valuable referrals.
Embrace Storytelling
Craft a compelling message that captivates your audience and resonates deeply, conveying the unique value your service brings. Capture their attention through engaging storytelling, highlighting how your service addresses their specific pain points and offers transformative solutions. By tailoring your message to resonate with their needs and aspirations, you’ll forge a lasting connection that inspires trust and drives meaningful engagement.
Stay Innovative and Adaptable
In the rapidly evolving business landscape, the expectations of your customers are constantly evolving as well. To thrive in this dynamic environment, it is crucial to consistently deliver exceptional value that surpasses their expectations. Stay ahead of the curve by anticipating their needs and exceeding them with unparalleled service and innovation. Let customer satisfaction be the driving force that propels your business to new heights.
Measure and Adjust Your Sales Practices
To enhance your progress, track your achievements and derive lessons from your setbacks. Even a minor tweak can make all the difference between an opened email or getting instantly deleted. Stay proactive and make every interaction count.
Is this a revolutionary list of best practices? Nope. Is it relevant? Clearly.
Daily, my email inbox is inundated with up to two hundred messages. And that’s just the beginning – there are also texts, phone calls, and scheduled meetings vying for my attention. If our targeted leads are facing the same distractions, it is our responsibility to truly comprehend their business and offer a genuine solution. Otherwise, our efforts would be no better than aimlessly walking into a business and asking, “So, what do you actually do here?”
To speak with one of our sales professionals about the ways you can reach your ideal client, hit us up. We’re happy to answer any questions you may have, or point you in the right direction.
We get it. You’re busy. Building things. For real people with real deadlines and real businesses that want to set up shop within your creations. Documenting your build might not sit at the tippy top of Mount Priority. (We feel the same way about responding to our creative director’s emails. Talk about high maintenance!)
And yet, being who we are, we have to shove our big ole “buts” in here and say BUT: taking the time to document your construction projects will pay dividends for your business. From ensuring smooth operations to showcasing your work and attracting potential clients, effective documentation plays a vital role in the construction industry.
In this blog, we will explore the importance of documenting your build and offer practical steps to help you capture and put to use this valuable information.
Not Just a Hoop to Jump Through
Documenting your build is more than an administrative chore. While it might, at first, feel like jumping through flaming hoops, documentation serves as an important historical record of your project’s progress. (Incidentally, Mr. Flaming Hoops is our nickname for our creative director. It’s always “best practices” and “due diligence” and “get it right” with him. So annoying!)
By documenting your build, you can:
Track milestones
Monitor quality
Address issues promptly
Create legal protection that helps resolve disputes or insurance claims
High-Quality Photos Matter
Photographs are an essential part of documenting your build. Making sure they are high-res, quality photos will allow them to serve double duty. Firstly, they offer:
Visual evidence of your work
Visuals of critical details that written reports alone can’t
Evidence of your craftsmanship
Valuable references for future projects
Tools for troubleshooting or identifying any construction deficiencies
Secondly, beyond the project itself, compelling photo documentation can be a powerful marketing tool. (This makes us think of Mr. Flaming Hoops. He’s always on us about documenting our campaigns and turning them into promotion for our brand. Such a taskmaster! We guess he might be right, but don’t tell him we said that.) Sharing captivating visuals of completed projects can:
Attract potential clients
Highlight your expertise and capabilities
Offer striking visual elements to post on your social media platforms, websites, and marketing materials
Documenting Your Build
To ensure effective documentation, consider the following practical steps. (Which is precisely the kind of thing Mr. Flaming Hoops would say: break it down into practical, actionable steps. We’re maybe, kind of, sort of starting to understand him as we write this. It could be he’s not so bad.):
Give someone a task to document your construction project: Assign a dedicated team member or hire a documentation specialist responsible for capturing and organizing project information. This individual can focus on documentation tasks, allowing the rest of the team to concentrate on construction operations.
Secure the right tools to get the shots you need: Invest in quality cameras and equipment suitable for construction environments. Robust DSLR cameras or high-resolution smartphones with good image stabilization can capture the necessary shots. Additionally, consider using tripods, remote triggers, and drones for aerial footage, when appropriate.
Take the key shots: Certain shots are essential for comprehensive project documentation. Capture before and after photos, progress shots at key stages, detailed close-ups of unique features, and wide-angle shots to provide a sense of scale. Remember to photograph both interior and exterior spaces.
When to Leverage Technology and/or Call in the Pros
While in-house documentation efforts are commendable, certain situations call for professional expertise. (Our creative director says that sometimes. He’s actually, you know, pretty wise, now that we think of it). For complex projects or larger construction companies, it may be beneficial to leverage technology like drones and 3D imaging to provide comprehensive coverage. (And he’s, like, really knowledgeable.)
These advanced tools can create detailed aerial surveys, virtual tours, and precise measurements, enhancing your documentation capabilities. (Pretty dreamy, to be totally honest. Probably the best boss we’ve ever had.)
When to invest in tools: Investing in drones and 3D imaging technologies can elevate your documentation to new heights. Drones provide an aerial perspective, capturing the entire project site and offering valuable insights. 3D imaging technologies, such as laser scanning, enable precise measurements and accurate representations of the project, enhancing your documentation’s accuracy and value.
When to hire a professional construction photographer: For projects that require a polished and professional touch, hiring a specialized construction photographer can be invaluable. These experts have the skills and experience to capture stunning visuals that showcase your work in the best possible light. Professional photographers understand things like construction dynamics and lighting challenges, and they can help you create a visually compelling narrative for your projects.
Documenting your build should be a priority in the construction industry. (And, we see now, that listening to our creative director should be a priority in our job.) By understanding the importance of effective documentation, utilizing tools and technologies, and occasionally leveraging professionals, you can create a comprehensive record of your construction projects. (And by listening to and doing everything our creative director says, we can become not only better copywriters but better people capable of living more fulfilling lives.*) From enhancing project management to attracting potential clients, documenting your build serves as a testament to your craftsmanship and professionalism, setting you apart in a competitive industry.
Reach out today to schedule a free consultation with an experienced indexing intellect about the potential gains that come with documenting your build.
Milestones. We mark them to celebrate how far we’ve come, how much we’ve accomplished, and how hard we’ve worked to get where we are. We celebrate these moments to remind ourselves of how capable we’ve grown before tackling the next great challenge. Above all else, we relish milestones for the cake. (Or is that just us?)
For construction companies, milestone events offer meaningful opportunities to highlight ribbon cutting ceremonies, employee anniversaries, charitable partnerships, and so much more. While this is all well and good, at Mad Genius we’d be remiss—and we find being remiss super icky—if we didn’t point out that milestone events create fresh opportunities to promote your brand and services. With the right agency helping you leverage the power of PR, social media, and effective event planning, you can significantly enhance your event’s success and increase your opportunities to spread brand awareness.
In this blog, we will explore several ways partnering with an agency can help your construction company make the most of your next milestone event.
PR for the Pregame
Say your latest groundbreaking event isn’t just another groundbreaking event. Maybe it’s your company’s first project in the medical space. Perhaps this job signals new competencies and your business’s entry into a whole new market. With an agency in the mix, you’ll build anticipation and generate buzz not just for the groundbreaking ceremony but for the new direction it heralds by:
Reaching out to local media outlets, industry publications, and influential bloggers to secure that all-important media coverage
Crafting a compelling press release to highlight the unique significance and key features of your event
Securing interviews, guest appearances, or articles to ensure widespread awareness and exposure
Leveraging social media platforms to create captivating posts, videos, graphics, and hashtags to tease event highlights, special guests, or exclusive announcements and encourage pre-event conversations
Making sure all channels drive home that cake will be served
Real-Time Exposure
You’ve finished construction on that first entry into the medical space. Let’s say it’s a new physical therapy facility. The ribbon cutting ceremony has arrived, and you want to optimize your brand’s exposure and capture the attention of attendees and virtual participants. An agency will help by:
Creating attention-grabbing signage, banners, and backdrops with your brand logo and event hashtag
Encouraging attendees to share their experiences on social media by setting up dedicated photo booths or interactive installations
Engaging with your audience in real-time through live-streaming, Q&A sessions, or interactive polls
Partnering with local media outlets or industry influencers to provide live coverage or interviews
Making clear precisely when and where the cake will be served
Be the Hostess with the Mo(i)stest (Cake)
As the event planner or host, your role is to ensure a fun and easy experience for all attendees. An agency will help you focus on the mo(i)st important details like:
Providing clear and concise event schedules, maps, and directions to help attendees navigate the venue effortlessly
Helping you incorporate engaging activities, entertainment, or guest speakers relevant to your event’s theme
Taking note of attendee feedback and addressing any concerns to enhance their experience and leave a positive lasting impression
Reminding you not to eat all the cake (look, we know it’s your big day and all, but we heard you were being stingy with the red velvet, and we’re here to tell you that’s NOT cool)
Presenting Your Business’s Best Self
Visual branding is an integral part of any milestone event. An agency will help keep your event’s design elements, including logos, colors, and typography on brand by:
Creating eye-catching collateral such as event brochures, banners, name tags, and merchandise that reflect your brand’s aesthetics
Using consistent branding across all touchpoints, including social media profiles, event websites, and promotional materials
We’ve got nothing about cake on this one except that it better be there or, you know, you can find yourself another agency
Post-Event Momentum
After the event concludes, don’t let the momentum fade away. An agency will spearhead post-event activities to maintain engagement and continue promoting your brand by:
Sending personalized thank-you emails to attendees, expressing gratitude for their participation
Sharing event highlights, photos, and videos across your social media platforms, recapping the key moments
Encourage attendees to share their experiences and testimonials, further amplifying the event’s impact
Sending complimentary cakes to all attendees (or, if you find that too cost-prohibitive, you might send them to VIPs: top clients, investors, PR teams)
Collect the Data. Use the Data.
Milestone events generate valuable content. An agency will help you capture and collect it effectively by:
Hiring professional photographers and videographers
Encouraging attendees to share their photos and videos on social media using the event hashtag
Creating a centralized repository for all event-related content, including photos, videos, blog posts, and presentations, making it easily accessible for future promotional activities
Agreeing not to share that photo of your CEO knocking over sweet, seven-year-old Jimmy to get the last piece of Triple Chocolate Delight (assuming you play ball with us on those complimentary cakes)
Recycle the Good Stuff
Don’t underestimate the power of recycling event content. Repurpose event photos, videos, and presentations into blog posts, infographics, or short videos. An agency will help you extract key insights or quotes from guest speakers to create thought-provoking social media posts or industry-specific articles. This allows you to extend the lifespan of your event content and continue promoting your brand long after the last cake crumbs have been inhaled off every tablecloth by yours truly.
Milestone events present unique opportunities to showcase your brand, connect with your audience, and create lasting impressions. With Mad Genius by your side, you can leverage PR and social media for pre-event excitement, maximize exposure during the event, excel in planning and hosting, and maintain momentum post-event. We’ll help you embrace the power of visual branding before, during, and after the event to ensure a resounding success, one that continues to pay dividends long into the future.
Reach out today to schedule a free consultation with an experienced milestone maven to make the most of your build opportunities.
