5 Tips for How to Create Powerful Media

Written by, David Rathod, Creative Director, InVision Communications

(Download PDF Version: 5 Tips for How to Create Powerful Media)

InVision believes in creating captivating, transformative experiences that connect with audiences on a deeply emotional level. There’s no better way to engage an audience and convert them into brand enthusiasts than with imaginative storytelling told through beautifully executed media. For us, media constitutes a variety of elements, including video, motion graphics, theatrical effects (i.e. lighting and sound), and interactive components and technology (i.e., augmented reality and virtual reality).

Here Are 5 Tips for How to Create More Powerful Media Experiences for Your Brand:

1. Define the Takeaway.
Before starting any media project, establish what you’re trying to achieve. When the experience is over, what do you want people to do? What do you want them to feel? Craft your messaging so the audience reacts in a certain way and develop the style of your piece to generate the feeling you want to establish. Think about style in the context of movie genres—is this a comedy, drama, thriller or historical story? Knowing what you want the audience to do and feel will inform how to tell your story.

2. Treat Media Like a Journey, Not a Destination.
Effective storytelling takes audiences to a place they might not have otherwise gone. Though there is a beginning, middle and an end, the point of the story is the power of the experience itself. Use honesty and imagination as a way of getting the audience to let down their guard and get caught up in the moment. Put yourself in the mindset of the attendee, think about how you will excite and inspire them; and guide them along a path of discovery that ultimately connects them to your brand. If you’ve taken them on a compelling journey, you will have earned their trust along the way. And with brands, trust is critical to success.

3. Craft a Unique Message.
Instead of creating a safe, generic message, take a stand! To win over the audience, distinguish your brand by developing a smart, creative, unexpected story—something that supports your brand story, yet separates you from competitors. Tell your brand story with heart and conviction, not marketing lingo. If you feel a personal connection with the story you’re telling, others will too. Be bold with your media design to maximize impact—when done well, it always pays off. You can be bombastic and loud, minimal and elegant, or funny and irreverent. A succinct, bold idea that reinforces your brand, yet resonates with people catapults your brand to be top-of-mind.

4. Flatter Your Audience—With Intelligence.
Today’s audience is more sophisticated than ever. As this link from eMarketer shows, people absorb media all day, every day—online, offline and on their phones—which means they’ve seen it all. Audiences want to be moved and impressed, so give them original, exciting work. Whether you leverage elegance, humor or emotion, be smart about it. Don’t dumb it down. Create experiences for intelligent, observant audiences and they’ll respect your brand for it.

5. Put the Venue to Work.
Where and how will the audience be experiencing the media? It’s important to understand the venue space itself. If it is expansive and spacious, use the whole room. Lighting effects, projection mapping and interactive elements, such as PixMob, can help fill out a space, making it feel more intimate. It’s also important to pay attention to running time and tempo. For example, if you’re creating an opening experience, the audience will give you their full attention; use it wisely and don’t overstay your welcome. Always leave the audience wanting more.

Engage and Inspire Your Audience with InVision
Immersive, engaging media experiences can transform the way you connect with your audience. People love being taken on a journey, and a well-crafted story told through film/video, interactive elements, live performances or a combination thereof can boost the emotional engagement they have with your brand, your products and your people.

If you’re interested in creating more powerful media experiences, let’s talk. At InVision, we’re always excited to tell brand stories in new, thought-provoking ways. Contact us at info@iv.com. 


Brand Storytelling Through Film

(Download PDF Version: Brand Storytelling Through Film)

Event attendees look for experiences that deepen trust and appreciation of the brand. Successful creative has to generate honest communication or we risk turning off audiences. So to sustain competitive advantage, businesses must become masters of brand storytelling.

The guidelines of effective storytelling are pretty simple:
1. Tell honest stories with style and quality.
2. Don’t take yourself too seriously.
3. Create a story that you personally would want to experience.

With those in mind, the marriage of emotion and film technique will enhance your brand story in a way that creates an authentic message and deepen connections.


Humanize the Brand
Google played with film storytelling styles in a fun and clever way by using various documentary filmmaking techniques to connect audiences with their brand in ways that traditional third person POV filmmaking cannot always do. This includes up close and personal interviews, wide shots so we can see the environment and the use of graphics to augment a rich, multilayered and authentic story.

Done right, this remains a fantastic way to enchant the audience and create an atmosphere of trust and confidence. If your brand has a good sense of humor like HP, the viewer’s more likely to believe in you, knowing that you’re not merely spinning a marketing yarn. But if comedy isn’t appropriate, a light, friendly approach helps make the right emotional connection. Occasionally it’s the most serious message that’s best communicated with humor.

Virtual Reality
VR immerses the viewer in ways 2D or 3D can’t do. Since it requires headsets, the experiences are individual instead of communal, but the depth of involvement is impressive. Some VR now combines virtual reality, augmented reality and live video which opens doors to amazing possibilities. There’s a lot of smart experimentation being done: brands like Mini, Lufthansa and Facebook have produced interesting content and the New York Times, music performances and film festivals are featuring it.

Hybrid Filmmaking
The iPhone, GoPro and DSLRs are making it possible for everyone to become filmmakers. Tangerine, a feature film shot entirely on the iPhone 5, told a story in locations that traditional films would have to spend significant money to secure. The relaxed filmmaking style is unintimidating and feels more like they’re making a home movie or selfie. Inexpensive filming technology in the hands of skilled and creative filmmakers can lead to quiet, unexpected and powerful stories.

Interested in learning more about brand storytelling through film? Contact us at info@iv.com

Written by, David Rathod, Creative Director, InVision Communications

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0600  Millennial Handout Final High Res

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NSM is a chance for our biopharmaceutical client to celebrate its sale representatives and their accomplishments as well as introduce companywide goals for the year. We knew just where to start – the patient.

To create a memorable and uplifting experience, we pulled our event theme from the company’s tagline – as a hashtag. For the first time in the event’s history, the theme became a conduit to audience interaction during the meeting, as representatives were encouraged to share their thoughts and actions onscreen in a comments feed. Most importantly, the theme allowed us to introduce patient stories to show how the company impacts real patients. Our opening speaker, a 15-year-old heart transplant patient sharing her incredible story, was the clear highlight of the event. She was charm, confidence and charisma personified, and her message touched every person in the room. She also served as the emcee for the other patient presenters to tell their emotional stories of recovery and wellness. It was an emotional high point, from the opening session through departure, and reinforced the core mission of the business.

Location Tracking Brings Event Planners Real-Time Data

psfk loopd

Photo Credit from psfk

As experiential marketers, we are constantly looking for new ways to gather data at our events that will help us measure the success and engagement level of our attendees. One effective solution marketers are adopting are location-tracking devices and tools.

Tracking attendees’ movements and interactions brings a wealth of information to planners because it gives us real-time information on traffic flow, data retention, dwell time and connections.

Loopd is one example of a location-tracking tool that uses Bluetooth low-energy beacons around the event that communicate with chips the attendees wear around their neck. The real-time data collected captures tangible analytics that can determine how much time attendees spent at your event or booth. It also allows you to watch attendees with heat maps so that you can see where the most popular areas are at your event. Loopd also benefits attendees. Attendees can share their contact information with another attendee by simply tapping their badges together. They can also see a history of their interactions and download marketing materials from exhibitors they visited.

Have you used location-tracking solutions at your events?

IVC Company Demo Reel

We are so excited to launch our 2015 IVC Company Demo Reel!

Our reel demonstrates our ability and passion for creating engaging corporate event experiences that inspire lasting results. We’re driven to provide our clients with flawless production execution and outstanding creative and service that deliver on-target messaging.

Want to learn more? Visit our website: www.iv.com.


Biopharmaceutical Company National Sales Meeting

Biopharmaceutical Company NSM 2014 photo

Attendees: 300
Location: Hyatt Regency, Huntington Beach, CA

This biopharmaceutical company’s 2014 National Sales Meeting (NSM) represented several notable “firsts.” On our side, it was InVision’s first project with them. On theirs, the meeting was an inaugural address to the sales team on the heels of a recent acquisition. In the course of several months, we all learned a lot about what’s at the heart of the company’s culture, no matter what changes they face – and even more about the wide horizon of opportunity ahead of them.

Know Your Audience and Objectives
Their organization is different. It’s widely admired for its products, people and unique culture. So the acquisition by a larger company brought about a lot of questions for both employees and our project team – especially since it was announced midway through our planning process. To establish clear, collective objectives, we organized a half-day work session for all key stakeholders, locking ourselves in a room to map out the core messages for the event. Together we arrived at a singular, critical takeaway: that while there’s change ahead, the culture and values are still essential, and that the days to come will be filled with incredible possibility.

Design with Purpose
We handled everything from signage and logistics up through messaging and presentation development, integrating the theme throughout the event from top to bottom. That theme, “Our Journey Forward,” didn’t end with guest speaker Allison Massari’s personal path from a near-death experience to life as an artist. It also came to life in the opening media module, the highly visual presentations by execs from both franchises, the awards night, the many concurrent breakouts (18, at one point!) and the in-between messages delivered through InVision’s proprietary E3 mobile app. That customized app – which had a phenomenal 90% of attendees as active users – offered pre-communications, onsite surveys, in-session polling and a competitive Scavenger Hunt that kept attendees engaged and kept “Our Journey Forward” top of mind throughout the experience. The meeting culminated in a live performance by Train, including a special VIP backstage experience for the E3 mobile app competition winners.

Measure for Success
Because our direct clients were the top execs, we were very hands-on throughout the entire process and quickly became an extension of their internal team. They expressed gratitude at every stage of the planning process through onsite execution. With the audience, the verbatim speak for themselves. Our attendee survey came back with quotes like, “One of my favorite meetings of all time,” and “Motivating, interactive and inspirational – a great way to start the year.” And, since we developed the presentations, messages and content, we were absolutely thrilled to hear this: “Excellent meeting, with tight, to-the-point presentations.”

How to Build an Attendee Journey

Viewers watching the show. Long exposure shot.

Remember what it’s like to be an attendee of an event? You’re a spectator, watching and listening, hoping to walk away with some sort of call-to-action. Maybe it’s putting the information you learned into use or feeling more motivated to continue to do what you do every day, even better. Whatever the case, you attend these events hoping to gain something new and to be inspired.

So how do we as event marketers, ensure that most (if not all) of our attendees feel more connected to our brand; prepared for the future ahead; recognized for their achievements; or feel re-energized for a brand new year?

It’s simple. We build an Attendee Journey. An Attendee Journey is our holistic approach where we immerse ourselves into the mindset of the audience while also keeping in mind the objectives and messaging that we want to communicate. It’s the perfect blend of designing a campaign that delivers measurable results and potentially new behaviors. It goes beyond a simple production of an event by transforming a traditional ballroom into an environment immersed with your brand and messaging, staging that stirs excitement, stunning graphics that convey visual stories and compelling speakers whose energy radiates into the attendees.

Below are just a few key insights that will help you develop an Attendee Journey that delivers engaging experiences that inspire lasting results.

Know Your Audience
Who are they and what are their mindsets?

Set Objectives and Envision Success
What kind of campaign?
What does success look like and how will it be measured?
Are your objectives measurable? (ROI, ROO, ROE)

Design with Purpose
How will attendees be engaged?
Are there any compelling industry trends that you can integrate into the program?
Is the message woven through the entire event?
How will you extend the message beyond the event?

Want to learn more about building an Attendee Journey? Contact us at ivcinfo@iv.com or check out how we did it for one of our clients: Global Conference Case Study