Creating stability and investment through belief
Investor Relations Is Communication
CEO of Aggreko Chris Weston summarises the company’s performance in 2017 – and without autocue. His clarity added to by blending active motion graphics into real world video.
Producing an investor relations video is about telling a compelling, credible story, connecting with investors.
This starts with authenticity but needs to extend to creativity. The ultimate goal is for viewers to feel they found the ideas within themselves, that in the blink of an eye, they understood.
How Not To Create Understanding
Report Substitutes – Annual Reports are now often put into video format, or at least the equivalent of the shareholders letter, or glossy outline. This is partly to save printing and postage, although people often still do both.
In part, from a feeling that video will broaden the appeal of normally dry, over produced documents. There is a degree of truth in this but the approach is not what we would mean by an investor relations video.
CEO Substitutes – Your CEO stands before a room full of investors, with a crafted speech and a Powerpoint presentation. Dying out a little but still common, please don't produce a video equivalent of this.
Apart from missed opportunity and bored investors, odd if the CEO is again sat in a room full of investors, showing a video of himself doing a presentation.
Trying To Teach – Internal corporate videos can be enthralling, although some have a tendency to be a webcast type teaching video. May not always be ideal for staff and definitely not the approach for investors.
Your Customers – Bringing customers into your story in a subtle way can help but avoid bare testimonials. They tend to be seen as staged and your time limited video can achieve more focused elsewhere.
Attention Span – Don't make a 20 minute video (we have seen one running to 70 minutes). The world's attention span genuinely is changing and true inspiration happens quicker anyway, around 5 minutes is fine.
Assuming you plan well and use a rational corporate video company, they should be able to produce two versions. One for presentations and a 1 to 2 minute version for the web, much more can lose viewers.
Locations To Avoid – Your well loved, traditional boardroom, or directors offices are not the way to bring customers into the story. Wider locations can be, a good time to look at opportunities investor relations videos do bring.
Producing A Video With A Return
Investor relations is in essence a treasury function, to help with access to capital, liquidity, fair market valuation, perhaps reduce funding costs and maintain shareholder loyalty.
This still raises an issue with most forms of communication and more so with video. If you focus on those points as the heart of a video, this will fail.
A sense of reality is needed, facts and figures may be, capital growth, or capital returns, your business model. Video is simply a chance to reflect this in a unique, captivating way, let investors form their own picture.
Locations To Use – Investors may fly the globe to see company locations, they value first hand observation. Take them on a video tour of your factories, offices, research and distribution centres.
This isn't the same as using one, or two staid locations as a backdrop. More about helping set the spirit of your company, a video drone to capture aerial views can be used to great effect.
People To Use – Investors again often travel to gauge the depth of talent in your organisation. Let them see this in action, rather than posed interviews.
Your Marketplace – The time customers can be included, as a reflection of the size and growth of your market, their loyalty, your capacity to grow with them. In a way that gets an idea across, rather than statistics.
Concept Communication – Your products and services may be intangibles, communication, or information services, software. Video can get the message across quickly, memorably, motion graphics often coming into play.
International Appeal – Investors may themselves be based elsewhere and they are not the only target. Analysts and the media can be equally important, either based overseas, or serving a global audience.
Your investor relations team may be your eyes on the marketplace but analysts and the media perform the same in reverse. Apart from wanting to please those who do speak your language, better if you can please everyone.
You can make a video with an international audience in mind, use symbolism and graphics understood everywhere. Translating video is also easier and less expensive than you may think, a golden opportunity with an obvious return.
Making Investor Relations Videos Work
Digital corporate communications should be about taking the opportunity to fulfil needs and as with every business investment, achieve a return.
There are more details we could cover but there is a requirement to remember that every video will be unique, reflect differing needs, differing audiences.
What we wanted to get across is the importance of using video to truly communicate, to make the intangible concrete, in minutes, or seconds. Video isn't just about demonstrating that you are keeping up with a changing world.
Investor relations video production is not about recording, more about creating an experience which can be very powerful for investors.
Good video production creates a human connection, an emotional response. This gives you the opportunity to lodge your authentic message in the minds of investors, in an unforgettable way.