So, What Does Your Company Do?

Using a simple product video to solve an essential brand problem.

Background

In just a few weeks, we’d be attending the biggest industry conference of the year, except we had one problem. Our audience still didn’t know exactly what our company does. Some people know we publish leading trade magazine, Boxoffice PRO. Others know we supply big name platforms, like Google and TikTok, with movie showtimes data worldwide. But what about everything else? (Cricket cricket.)

It’s a classic brand awareness issue, but a critical one. I started with two questions:

1. How do we clarify what we do?

2. What medium will engage our audience best?

For one, we could drop all the complex mumbo-jumbo and simply list out our line of products. And words are great for that. I love words. But if there’s one thing people expect at any leading conference, it’s spectacle. CinemaCon is a conference for, you guessed it, the cinema industry, meaning that people are looking for content that hits closest to home: the moving image. Yay, a video! But there was just one catch. We had no budget for a video. (Yikes)

It’s the nightmarish sort of thing most marketers and creatives love to hear. Fortunately, I had a creative background and had even held a position as a video editor. So, while I’m no motion graphics expert (shout out to all of you awesome mograph folks out there), I do know my way around an After Effects file when duty calls.

Conclusion

The video breaks down what products Boxoffice provides in the simplest manner possible—a list. However, the dynamic visuals imbue it with the necessary magical edge to keep viewers engaged so they come away knowing exactly what Boxoffice does.