Page 32 - BOSS Today Issue 10

MARKETING

The advantages of video and multimedia marketing should be clear to all,
Richard Cutler from Camerson Productions believes

ou would expect a man wanting to make the change.
with a career in the BBC The expotential growth of the
Yworking on programmes internet, he says, has transformed
like Newsnight and Tomorrow’s the way your message will be
World behind him to wax lyrical distributed. In the old days, he
over the advantages of video says, marketers worried for hours
and multimedia marketing about which publication to put
over conventional printed their advert in, and then worried
advertisements. too about the costs involved in
doing so. Even with the advent of
Imagination DVDs, there was still the question
But Richard Cutler, who founded of how to get the plastic discs
Camerson Productions 15 years through the right letterboxes. But
ago and now leads a team of five now with the rise of Youtube and
at the company, says the reasons email marketing, Cutler says, you
are all too clear to see. “With can send your message out to
had on business life is similar to
video you can really capture thousands of people pretty much had on business life is similar to multimedia (which includes Flash lash
multimedia (which includes F
and other animation technology)
the impact TV news has had on
people’s imagination,” he says. for free. the impact TV news has had on and other animation technology)
“We are capturing the spirit of He dislikes calling this kind of the general public’s knowledge gradually as the commercials
a company. It’s not just talking marketing viral. “Talking about of worldwide events. “Everyone production market consolidated
heads, but we learn about the creating a viral campaign is a bit sees it now,” he says. into a few big players. Such
pathos, for example, behind a of a misnomer,” he says, “when Nor should the development video production now accounts
story. You can go and see the everything is so haphazard. But of a marketing or multimedia for around 60 per cent of the
vision and what the messages of Youtube has certainly made a big video necessarily take up a lot company’s business.
the company are.” impact. You can really send your of the client company’s time. Cutler says it can now produce
Nor is the message itself, message right around the world.” Camerson Productions moved a video in around three to four
he says, the only reason for He thinks the impact this has into corporate video and weeks, although no one at the

32 BOSS TODAY | November/December 2011

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