Whiteboard Videos in the Crosshairs
Walk the halls of any marketing department and you’re bound to hear someone planning a whiteboard video project. The success of UPS’ advertising campaign has spurred imitators at every turn. If asked to produce such a project, how do you respond? For me, I gather up all the wooden stakes and silver bullets I can find – it’s time to put these requests in the crosshairs
What appears simple in the UPS television commercials is anything but simple. What made these spots work? They were surprising, the operative word being were, past tense. It’s clear when a technique has peaked, just watch for the growing number of parodies. The UPS spots are short, not a 20 minute marketing promotion. The ads make one simple point rather than a bullet list of complex messages best covered in a written white paper. And finally the talent brings just the right combination of presentation and artistic skills to make the commercials interesting.
When one of these project requests crossed my desk, I met with the client and listened, nodded at the appropriate moments, and made all the motions as if taking detailed notes. The marketing prime was using whiteboards as the centerpiece for a series of interactive, small-group meetings. It’s a wonderful meeting format for those participating in person at one of the events. But creating a “whiteboard video” to promote the event series wasn’t going to work. I promised the client I would use some whiteboard techniques, but the promo spot would employ other techniques as well. The production team at SAS included graphic and animation support from Tim Cherry and post production editing was handled by Kevin Alexander. In the end, the client was happy with the results and is using the program to promote the event series.
There are times when a whiteboard video is a good way to approach a project. Our team at SAS has done many such projects. Most are for internal use rather than external marketing. Here are a few things to keep in mind about such projects.
1) Whiteboard or Smart Board – There is a difference. A whiteboard is just that, a flat drawing surface. A smart board offers the advantage of interactivity and the use of computer-generated content. This is one way to create animation which on-camera talent can interact.
2) Pre-Produced Content – With a smart board, content can be pre-produced. It can be graphic animation as in some of the UPS commercials, PowerPoint charts can be presented, or software can be shown and interacted with. Pre-planning content elements minimizes the need for talent to draw upon their inner artist – they can remain focused on the content.
3) Hire an Artist – When a client insists on creating “one of those clever whiteboard videos,” start looking for a graphics professional. Use the search terms: videoscribing or whiteboard animation. The animation does not need to be done on-camera, a voice over can work just as well. Animation can also be pushed to a smart board for the on-camera talent to interact.
4) All Things in Moderation – If one or two coffees, why not eight or ten? As in the example produced for SAS, a little whiteboard animation goes a long way. It takes a very clever production team to make the technique work over an extended project. A better approach is to use it sparingly and build out a program using other complementary techniques.
5) Bang for the Buck – If you use a professional artist for the project, consider making use of the animation separate from the original project. A shortened form of the animation could be used to promote the full-length program. The graphic sequences could be made into short clips that when pulled into PowerPoint can enhance other presentations while strengthening message continuity.
When asked about producing a whiteboard program, take ownership of the project. As a media professional you’re the one most qualified to make the decisions that will delight your client. You can save the wooden crosses and silver bullets for vampires and werewolves.