The Blog

Every video calls for a slightly different game plan. This was the case in Las Vegas for CES and our client EverFi. The Spiracle team talks through the challenges of a quick turn and the importance of interview depth in this behind-the-scenes chat.

Watch more of our videos on Vimeo.

The craft brewery scene in Charlotte thrives with pioneers like Olde Mecklenburg Brewery. Spiracle Media partnered with OMB to tell the story of the people behind the beer. The two day shoot set out to capture the authenticity of the process and take a deeper dive into one of the areas that make OMB special, their people.

Without any budget allocated to sponsoring the posts, the campaign garnered more than 3000 views and 500 likes over the holiday season. Below you will find an example of the social media videos we created for OMB as part of this campaign.

Visit our Vimeo channel to check out some of our latest work!

Cardinal Financial recently launched a rebrand of its website and logo. As part of the launch, Spiracle Media stepped in to create a video that shared the message behind that effort. With a limited window to shoot and edit, the Spiracle team quickly worked hand-in-hand with Cardinal’s team and vision to produce a spot in advance of the launch date.

Headquartered in Charlotte, NC, Cardinal Financial is a nationwide direct mortgage lender that provides modernized home financing solutions.

Check out some of our other work.

Spiracle Media turned five years old this past March. I have no idea where the time has gone or this year for that matter! Plenty has changed since 2011 — changes that have positively impacted the product as well promoted growth from a business and personal perspective. Here are four observations from the first five.

It’s all about the TEAM

You have heard the old adage that in order to be successful, you need to surround yourself with good people. People that are more talented than you. It’s absolutely true. Spiracle is finally at a place creatively where delegating is rather painless. There are no mental strings attached. Our creative team has the talent, experience and knowledge to run with a project. I get to stand in the distance (or sit) and look forward to the result!

All efforts must PAY IT FORWARD

You must be able to work toward where you want to be rather than where you currently are. A simple marketing principle. However, adhering to it takes some discipline. This course of action includes consistent innovation, thinking and execution that are tied to strategic goals. In the beginning, we moved forward with one goal in mind, survive. Our plan of attack now includes goals that feed expansion, growth, sustainability and increased revenue.

A good PARTNER(S) is invaluable

Managing a business is hard. No one quite gets it unless you have tried on or wear entrepreneur shoes yourself. It’s deemed ‘entrepreneur island’ for a reason. I have been fortunate and blessed to have a business partner and friend like Tim Baier. We have known each other for almost a decade and have been in the trenches together since the beginning. We keep each other accountable in more ways than you can imagine and our vision of success is broadcast over the same frequency.

Building something is COOL

That’s all I have to say about that.

In closing, somebody ask me recently whether or not the anxiety of running of business ever lets up. I told them the anxiety diminishes quite a bit, but things get more complicated. Figure that one out. Maybe I’m just getting used to it. One thing I know with certainty is that working with colleagues I consider friends makes complicated all worth it. Here’s to the next five years!

Some of our favorite work centers around telling stories for organizations that make a significant impact on the lives they touch. The YMCA of Greater Charlotte is a perfect example. The Y’s various programs have affected lives across all age groups while serving as a centerpiece for the Charlotte community.

Recently, we shot a series of videos to capture the essence of day camp from the perspective of both counselors and parents. This video marketing will play an important role in sharing the experience and encouraging participation in the program.

Check out some of our other work.

There are plenty of options when it comes to selecting the application and main reason for creating a video. Visual content can serve multiple purposes and live on multiple platforms, but there must be clarity as to how it will be used. Without that clarity, the investment and end result will lack the satisfaction it deserves. The process should be enjoyable and rewarding. If it’s not, you haven’t done a good enough job of identifying the purpose from the beginning.

After 16 years and counting in this business, I have witnessed significant change as it pertains to content and the mindset that surrounds it. I can say with confidence that most companies now “GET IT” or at least realize that video can play a significant role in their success. This includes utilizing video as a sales tool.

Video as a sales tool might be on the radar, but it’s often overlooked. Is there a better way to encourage an emotional connection during a presentation? Is there a more effective way of arming a decision-maker or sales person? Not really.

According to Dr. James McQuivey of Forrester Research, one minute of video is equal to 1.8 million words. Not to mention, a high percentage of executives are now watching work-related videos on a consistent basis.

Creating a video that introduces a product, service or cause by presenting the human impact with powerful visuals is hard to beat. When done correctly, it’s easily digestible for the viewer and helps promote worthwhile discussion on the back end. Spiracle Media content has helped close some big money deals, lease a property, and raise plenty of funds in the nonprofit sector.

With that being said, make sure that video to reinforce the sales effort is part of the next discussion. You’ll be hard pressed to find a better way to engage and promote action while standing out from the competition.

platinum statuetteHere at Spiracle Media we don’t usually like to toot our own horn, but this week we received an honor that caught our attention and we thought was worth sharing.  Our team picked up 4 AVA Digital Awards for videos we created with our partners in 2015.  The quality of the video storytelling our team has been doing over the past 5 years has continued to improve and now to be recognized for it allows our team to see the hard work has paid off.

So what are the AVA Digital Awards?  Well here is how the AMPA describes it on their website:

“AVA Digital Awards is an international competition that recognizes excellence by creative professionals responsible for the planning, concept, direction, design and production of digital communication. Work ranges from digital engagement campaigns – to audio and video production – to website development – to social media interaction – to mobile marketing.”

While there are 4 award-winning videos, we thought we would share two of them with you on this post:

“Working at EverFi” – Platinum Award Winner for Company Culture Video Category


“Overcoming Adversity” – Gold Award Winner for Nonprofit Video Category (YMCA of Greater Charlotte)


Thank you to all our partners that continue to work with us and if you know of anyone out there looking for a video team to step in, please have them contact us.  Hopefully next year we can share this honor with one of you!

Growth is a positive thing. It naturally alters the conversation to include such things as hiring additional employees, tweaking benefits and funding those mid to long-term goals that are directly connected to improved quality and more efficient work flow. It also comes with its challenges, but nothing you can’t handle as long as you’re aware they exist.

Since you’re adding people and resources, that most likely means that the quantity of work and the size of the companies you’re working with have both increased. Spiracle Media has experienced an increase in both of those areas. Those realities have coincided with a consistent effort to improve quality. That’s certainly a nice position to be in, but you need to remember how you got there. The same rules apply.

Treat All Clients the Same
It might start becoming easier than ever to shun clients that don’t meet the newly established threshold of cost. The natural thought is to spend more time on the clients that make the largest investment. That’s the wrong way to look at it. Each client presents an opportunity to take your product to the next level. Get creative and exercise full effort no matter the size of the client.

We’re all busy, but that doesn’t give us an excuse not to respond in a prompt fashion. Exception: you are sipping margaritas on a beach with your wife on your only week off of the year. I remember fondly my transition from television to the business world. My first thought was “wow” things move at a snail’s pace and people tend to take forever in getting back to you. It’s something that I take seriously and I hope our employees do as well. It’s basic respect to return an email or phone call and it goes a long way with your clients.

Don’t Get Complacent
This is another area where it’s easy to relax and ride the wave. As a small business, you don’t have the luxury of hanging out. That’s doesn’t mean you shouldn’t enjoy the wave, but you need to be in a constant state of innovating. Innovate when it comes to your products, services and the processes involved. If your entrepreneur to-do-list is getting shorter, that’s a red flag.

Play Conservative
When revenues increase, your first impulse is to buy the ranch. This mindset doesn’t mean that you are immune from taking chances.  Just play it smart. You are now in a position to add some things that make your business better and your clients happier. The $30,000 camera looks awesome and does some amazing things, but is it a practical choice. Don’t spend just to spend. Buy things that align with the goals of the company.

Enjoy the Small Wins
If there is one thing you do, enjoy the small wins as much as the big ones. You need to make time to be thankful for the opportunities that have been laid before you. There is no doubt that hard work and relationships have played a big role in the progression of your business and every client matters.

Davidson College welcomed home their favorite son on Thursday and Spiracle Media was there to capture the fun. He started the day with a workout, followed by a tour of the new team facility, including making the first ever shot on the new practice court, then a student forum answering questions and finishing up with a little Chicken Curry at The Commons.

Hi there to all our friends of Spiracle Media – As we continue to grow, we like to see what our customers, partners and friends think about our work, image and product. For the purposes of this exercise, we are hoping you’ll kick the tires on the website and then take 5 minutes to fill out the embedded survey. This is an extremely valuable process for us and we hope you can help us out.

Thank you!

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