A secret weapon for selling luxury?

Clearly there is no single “sure-fire” way to sell a luxury item. Many factors come into play and each situation, and each buyer, is completely different. However, more times than not, the “sales pitch” is built around an emotion proposition rather than something tangible. Successful strategies attempt to engage buyers by helping them feel or experience what they are observing. When this connection happens, the ad or message is far more likely to influence choice. I believe a solutions like the spot below, when presented to qualified prospects, will deliver a sensation of emotion that the viewer will feel intimately, identify with, and own. What an elegant and enduring way to attract qualified buyers, sell luxury properties, and enhance your brand along the way.

Monkey see…monkey do

I’ve been reading about mirror neutrons and how the brain works in primates and, to some degree, humans. Mirror neutrons are tiny neurological structures that fire in the brain both when we perceive action and when we actually take action. Mirror neutrons were discovered in the 1990s by Vittorio Gallese and Giacomo Rizzolatti at the University of Parma in their research on monkeys. While mirror neutrons haven’t yet been pinpointed in people with the same precision as in monkeys, several recent studies support a social side to human cognition, with which people internally replay the actions they view in another before acting themselves.

The basic concept behind mirror neutrons is pretty simple: they allow us to feel what other people are feeling. When we observe visual and verbal cues, mirror neutrons help to simulate in the observer the same emotional state of the observed. What happens when you see someone yawn? Or when you see the brake lights go on in the car in front of use on the highway? See what I mean?

Feel the connection

Ever heard of the concept of Mirror Neutron Advertising? It’s not new. Showing and demonstrating in advertising has been done forever, but some believe MNA is just a fun theory. But why wouldn’t it work? Why wouldn’t a stimulating visual with an enticing emotional proposition not make us feel a certain way, intensify a specific desire, or create a need?

Which brings me back to my original point….selling luxury is equivalent to selling lifestyle – and it is all about making the viewer feel a certain way. Is there a better way to communicate an extraordinary waterfront location than putting your audience front and center and letting them experience your product? Can this benefit be mirrored? I think so.

Posted in MARKETING, PROJECTS, REAL ESTATE | Leave a comment

Don’t underestimate the POWER of music…

s u n s e t z e r o s i x z e r o t w o

More times than not…when we watch a film or a video, the fear or suspense or joy that we feel is because of the music bed. The soundtrack. The right music can actually manipulate our minds to feel – even see things that aren’t necessarily portrayed on screen. It’s certainly one of the most important parts of producing stimulating visual content whether you’re making a Hollywood blockbuster or a YouTube clip.

I recently produced a short time-lapse segment featuring the beauty and raw power of Mother Nature herself. The visuals speak for themselves, BUT…how did I want the person viewing the piece to “feel?” The music selected would make all the difference.

I decided to post this side-by-side example after sharing the time-lapse segment with a musician friend. He questioned my choice of music. Matt is an amazing Hang player who composes and performs extraordinarily beautiful music on an equally amazing instrument. He portrays nature it its’ most natural state. Calm and serene. He “saw” this piece in a different light than I originally did. Who is right?

The first clip features a somewhat powerful and even dangerous piece of music. It’s full of explosive energy – which is what I saw in the sky and passing clouds. The second clip features a track by Matt Venuti. It paints a totally different picture. It’s calm and peaceful. You might even think that the clouds are moving more slowly in this piece – but they’re not.

Who is right? Which piece of music is better? The answer is both. It all comes down to what emotion the creator wants you, the viewer, to feel when you watch it. It’s pretty intriguing and powerful stuff…

Which version do you like?

Posted in PHOTOGRAPHY, VIDEO | Tagged , , , | Leave a comment

Vintage Baseball Images from 1939-40

It’s baseball season, so why not share some vintage baseball images. Once again, these negatives come from my private archive. Most of these images feature the 1939-40 Cincinnati Reds. They were the National League Champs in ’39 and went on to face the New York Yankees in the World Series. The Yankees swept the 1939 Series in four games. The following season, the Red’s would once again make it the Series. This time with a different outcome and under extraordinary circumstances.

In July of the 1940 season, Red’s starting catcher Ernie Lombardi suffered an injured finger. Willard Hershberger filled in for him and played well. However, in a game against a poor New York Giants team at the Polo Grounds on July 31, the Reds blew a 4-1 late-game lead and lost the game 5-4. Three days later, the Reds lost both games of a double-header to the Boston Bees 10-3 and 4-3, respectively. The sensitive Hershberger, who caught the Giants game and the second game versus the Bees, perceived that some of his teammates might have felt or implied that they might not have lost to such poor teams had Lombardi been playing. The Giants and the Bees would ultimately finish in sixth and last place, respectively.

At one point during the Bees game, an upset Willard Hershberger alluded to his father’s suicide and said he would do likewise. Concerned, Reds manager Bill McKechnie spoke to his catcher in private. Hershberger tearfully opened up and took personal blame for the two loses. However, after about an hour, he had calmed down considerably and McKechnie believed he would be fine. The following morning, Reds publicist and traveling secretary Gabe Paul called Hershberger’s room at the Copley Plaza Hotel in Boston and relayed a message from Bill McKechnie that he wasn’t going to play that afternoon and needn’t even put on his uniform; McKechnie likely wanted to give Hershberger time away from the ballpark to collect himself emotionally. However, he said he would be there. But when he failed to appear for pre-game activities, Gabe Paul became concerned and went to the hotel. The manager unlocked the door to Hershberger’s room and found him dead. He had taken his own life.

After giving his team the tragic news, Bill McKechnie exhorted the Reds to dedicate themselves to winning the World Series “for Hershie”. The Cincinnati Reds would go on to defeat the American League Champion Detroit Tigers in seven games to win the 1940 World Series. Reds players decided to share a portion of their championship money, totaling $5,803, to Hershberger’s grieving mother, Maude.

Willard Hershberger originally signed with the New York Yankees, but did not make his major league debut until age 27, after eight minor league seasons. On December 3, 1937, he was traded to the Cincinnati Reds for shortstop Eddie Miller and $40,000. During his three-year tenure with the Reds, Willard Hershberger was a backup to regular catcher Ernie Lombardi. Hershberger, smaller and more athletic than the lumbering Lombardi, lacked power (he hit no home runs in his major league career), but was a good hitter for average, hitting .276 in 49 games in his rookie season and .345 in 63 games in his second season. He was a part of the Reds’ 1939 World Series team, their first appearance in the “Fall Classic” since the controversial 1919 World Series. In 1940, he played in 48 games and hit .309. He had a career batting average of .316.

What a sad story. How many guys playing today would be thrilled with numbers like that. My collection includes a number of Hershberger images. Included here are a portrait taken outside the dugout; an action shot with his catcher’s gear on; and the most chilling image of them all, a makeshift memorial placed directly behind home plate. The fourth image shows the entire Red’s team paying tribute to their teammate from the top step of the dugout.

All rights to these images are controlled by Paul Freehauf/wondrousstories. More to come…

Posted in PHOTOS, VINTAGE IMAGES | Tagged , , , , , , , , , , , , , , , | Leave a comment

When still images just aren’t enough…

I had the pleasure of photographing a Spring Festival event for a client recently. It is always nice to break away from the confinement of shooting interiors and get out and mingle with a crowd and make images of happy people having fun. There was live music, an amazing raw bar, beautiful plants and flowers for sale, wine tastings, children playing…the event had it all. Great subject matter to make some really nice images. My client was thrilled and that’s always important.

However, as I looked through the dozens of still photographs made that afternoon, I felt like something was missing. Actually, a lot was missing. No sound. No movement, No energy. It may look like it was a good time, but in my opinion, too much is left up to the viewer to try to figure out. We like to have these things figured out for us ahead of time these days. That’s what video does so, so well. The movement tells us what to look at and the sound tells us how to feel. Like the title of the 1974 MGM release…”That’s Entertainment!”

So, I couldn’t help but reserve the last hour of the shoot to flex the muscles of my hybrid DSLR. Canon 5D2 to be exact. I had thrown some additional pieces of equipment in my trunk on the way to the shoot that morning, so it was easy enough to “put a little motion” in my step. I did my best to capture the essence of the event in a very short period of time and called it a day. After preparing and delivering about 80 still images, I circled back to have a look at the footage and attempted to bring the event to life. Here are the results. Even if you don’t see the still images, I do think it helps make my point that sometimes stills just aren’t enough.

Posted in PROJECTS, VIDEO | Tagged , , | Leave a comment

South America 1930s Vintage Photographs

I have been collecting vintage negatives for years. I am typically only interested in large format negatives. To me it is like buying an original piece of art and a piece of history. That is what a negative is…an original. It’s extraordinary to go back in time and see the world through someone else’s eyes. I enjoy attempting to date images and/or identify locations. I see something new each time I look at these pictures. I have titled this particular collection South America:1930s. Is it Chile? Peru? Bolivia? The Andes mountains? I don’t actually know much about where these images were taken or exactly when. My hope is that by sharing them, someone may offer to contribute to the story. I welcome your input.

All rights to these images are controlled by Paul Freehauf/wondrousstories. More to come…

Posted in VINTAGE IMAGES | Tagged , , , , , , | Leave a comment

Specialty Products are pretty special

Online video can really level the playing field for specialty products by allowing them to compete against larger, more established brands. Today, more than ever, consumers want to know about the products they purchase and the people behind those products. That’s very good news because specialty products tend to be produced by passionate and dedicated individuals who have unique and powerful stories to tell. Here are a couple of great examples…

Talent, enthusiasm, and passion were in abundance with Chef Sara. When she came to us she had grandiose plans, but no idea how to get there. After a preliminary discussion, we couldn’t wait to establish a robust, interactive web presence for her brand, so that she could begin sharing her story and an unlimited amount of practical and relevant information.

We started from the ground up, first establishing a clean and approachable WordPress-driven website for her brand. See it here. Easy to navigate, interactive, and video-centric. The use of online video has been key in letting visitors get to know Sara and learn more about “how and why” she fell in love with food, cooking and sharing knowledge.

Redeye Roasters

Bob Weeks, the mastermind behind Redeye Roasters, is one busy guy. If he’s not out travelling the world in search of the “best” coffee beans, he’s at his lab in Hingham hand-roasting another small batch. However, what good is producing terrific coffee if nobody knows about it?

We came on board to help make sure people became more familiar with not only his coffee, but also Bob himself. We wanted consumers to have a better understanding of what actually went into filling a bag with beans before it hits the shelf at Whole Foods. We wanted to educate folks about freshness. And we wanted to explain why a “roasted on” date means the difference between an OK and a GREAT cup of coffee. We wanted to help differentiate Bob from all the other guys.

The Bob Series became the vehicle for Bob to tell his story, share his passion, and communicate directly to an audience of Redeye customers and soon-to-be coffee connoisseurs. Seven segments were originally produced and distributed on his corporate site, as well as Facebook, YouTube and Vimeo.

Posted in MARKETING, PROJECTS, VIDEO | Tagged , , , , , | Leave a comment

Larry Bird was a PLAYER

I’ll say it again…PLAY means and represents many, many different things. As we approach the playoffs, I couldn’t help but reach into my archive and pull out one of my all-time favorite NBA images. I took this from my spot on the parquet floor of the old Garden probably around ’88. My guess is it was during one of our annual spring match-ups with the mean and nasty Detroit Pistons. Here, the amazing Mr. Bird literally drives past the entire Pistons team on his way to the bucket (note to all you young future hoops stars…learn to use both hands!). I especially love Vinnie Johnson’s face…OMG! Somewhere packed away with all my other memorabilia is a signed print of this image. I remember approaching Larry outside of the Celtics locker room after practice one afternoon. He didn’t say much, but I think he liked the picture…

Posted in PHOTOS, PLAYERS | Tagged , , , , , , , | Leave a comment

The Bennett Cancer Center

I learned first-hand how caring and capable the staff at The Bennett Cancer Center at Stamford Hospital in Stamford, CT really was. What they provide for their patients is truly extraordinary and wondrous. Their story was a story I wanted to tell and they agreed. Our solution, which their head oncologist called “the best exposure we’ve had since our inception.” premiered at a very successful fund-raiser attended by over 500 guests.

The production helped to humanize what the staff at The Bennett Cancer Center does on a daily basis, by not only showing their caring faces, but also by exhibiting a great deal of warmth, dedication, and professionalism. It engaged the viewer by being compassionate, yet informative. The soundtrack worked in unison with the subtle motion to lead the viewer on a journey, while presenting the entire organization in just over two minutes.

We worked with existing photography and only had to supplement a handful of still images to complete the segment using an effective and efficient motion-still technique. I was told recently that this segment is still as effective today as the day it was delivered. I was thrilled to hear that.

Posted in MARKETING, PROJECTS, VIDEO | Tagged , , , , , , , | 1 Comment

User-Generated Content: Good, Bad…or Both

The phrase “user-generated content” means lots of things to lots of people. For the purposes of this entry, I am referring to UGC as video content produced by a non-professional. It is visual content that is thought to have a lower production value. Of course that all depends upon who is producing the content; what equipment they are using, and what production skills they might have.

As a digital marketing and content development professional, I rarely talk about UGC. I believe very strongly that quality equals credibility. If something looks like absolute crap, it will alter the perception of you, your business, and your brand.

However, using UGC to supplement professionally-produced video content is a different story. There might even be situations where user-generated content is better. Maybe you need something turned around super fast. Or you want to quickly demonstrate a specific function of a new product, or have your CMO address a hot topic. The point is, there is a time and place for UGC.

The other reason UGC isn’t so bad is because of the quality of even the low end digital cameras and gadgets available today. I happen to make most of my still and motion images with the Canon 5D Mark II. There are plenty of workarounds required, but overall, the quality is wonderful. Especially for a still shooter now incorporating video into the mix.

However, my secret weapon is my $200 Kodak Zi8. Decent stills on-the-go and (in the right conditions) quite nice 1080p HD video. The right conditions are all the factors you would expect to need for good quality video – nice light and a stable camera. Put this tiny little camera on a tripod in good light; use an external microphone (using the microphone jack on the Zi8), throw in some graphics and you’re on your way to perfectly acceptable user-generated content.

This one-take clip was shot with my Zi8. Far from perfect, but not bad either. I shot this at a wonderful hotel/spa in Napa Valley called Bardessono. A wonderful place. Performing on the Hang is my good friend and Hang player extraordinaire…Matt Venuti. Matt is an amazing composer and musician based in San Francisco. If these sample sounds from the Hang intrigue or inspire you, I would strongly recommend visiting his website to learn, see, and hear more. www.venusians.com

Posted in MARKETING, PLAYERS, VIDEO | Tagged , , , , , , , , , , | Leave a comment