Driving Videos to Viewers

Such Media, Inc.

Terry Such, owner of Such Media, admits she picked up very little Mandarin Chinese during a recent video project at her production studios in Okemos. The video, an informational video dealing with fusing glass, is currently on its way to Taiwan hopefully to be introduced in China.

“We hired a local Mandarin translator to help with the project. That’s what makes this profession interesting. We are producing video for around the world,” Such says.

Such’s work is truly gaining worldwide exposure with the explosion of Web video. Website video is generally fairly short—no more than two minutes—and can show what a business looks like, the products it sells and what other customers are saying.

Proponents of Web video say it allows potential customers to more easily get a feel for the culture of a business.

“Website video is totally different than commercial video. The fact that you already have someone at your website means that they are already in your store. You can tell your story. So that means informational clips are great. Client testimonials are very good,” Such says. “We look for what makes a client’s culture unique.”

Website video also is generally different from traditional television commercials since it does not contain any special effects, Such adds. “Just some nice music and some basic text on screen.”

Posting online video has been made easy thanks to sites like YouTube, which will host Web video for free.

“Now Google has added video and image search categories, too. I think more and more we’ll see potential customers searching online to see what a business looks like before doing business with them,” she says.

New technology now allows Such Media’s producers to publish better videos more quickly and less expensively.

“We are tape-less. We shoot everything digital on video cards, which we download and back up here in the studios. We produce the videos on a variety of laptops. The one thing that is very different from just a few years ago is that we used to just output to DVD. We now do electronic file conversion to whatever format the client desires. The compression we use has changed a great deal,” she says.

Such, who founded her video production company over 20 years ago, also offers DVD duplication and video transfer services. She says the weak economy has of course impacted business, “But we have been extremely fortunate, too. Two of our biggest business clients are out of state and have remained fairly healthy. We have seen the local business picking up as well this year.”

Good Fruit Video

East Lansing-based Good Fruit Video was started out of necessity. After co-owner Justin Caine finished his media technologies studies, he was hard pressed to find suitable employment. Instead of leaving the state, he decided to join partner Kraig Westfall and form the uniquely named company.

“The timing has been perfect. Since we started in early 2009, the online video segment of Internet marketing has really exploded. Companies need to heighten their presence on the Web, and video is a great way to do it,” says Caine. “We produce short documentary-style videos, then use the Internet as the tool to drive those videos to viewers.”

Good Fruit Video specializes in two specific areas of online video. The company’s BizVidz are profile videos, which allow clients to showcase services and products in a short under two-minute clip. The other video service, called EventVidz, showcases a special event and can be used as educational and promotional tools for years, Caine explains.

“Now really is the time for companies to jump into video. When the economy goes down, you just can’t stop spending on marketing. Video can be an online marketing tool to keep your name out there in a cost-efficient manner. When videos are on the Internet, people can find you and see you,” Caine says. “Unlike TV commercials, your Web audience is already a captive audience. You can take the time to talk about your business or have clients talk about your business.”

In addition, Caine explains, online videos are a “global and green” way to market your company.

Good Fruit Video, with offices in the Technology Innovation Center in East Lansing, will produce videos and then upload them to video sharing sights like YouTube or Screencast.

“We can convert videos to flash files to embed right to a website, but even better is the YouTube approach, where you just create a link off your website. That way you can use Web analytics, which are statistics collected from people who are actually watching your video,” he says.

Web videos are not only for private business, but also for nonprofits and municipalities, Caine says. “We do a lot of work for Ronald McDonald House of Mid-Michigan. Nonprofits rely on donors for survival, so they use video as a means to attracting donors and sponsors. And as a way to thank them,” Caine explains.

Good Fruit Video, which shoots all of its video on high definition cameras and uses Macintosh laptops for production, is constantly looking for new technology to give its clients an edge.

“We are faster and better than ever. Software designers are getting better and better every day about designing products to meet the needs of customers. And we are always listening to our clients. It’s really about what they want,” Caine adds.

Author: Randy J. Stine.
Photography: Terri Shaver.

Such Media Inc.

Terry Such, Owner, Designer

4665 Dobie Road., Ste. 120 Okemos




Good Fruit Video

Justin Caine, Co-Owner, Managing Partner

Kraig Westfall, Co-Owner, Managing Partner

Tom Stewart, Minority Partner

329 E. Grand River Ave., Ste. 329

East Lansing




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