Glen McDermott, Author at Red Rock

All Posts by Glen McDermott

About the Author

The art and science of the storytelling process and the high-powered marketing tools at our fingertips make for exciting times as an agency CEO. After spending years in marketing departments of various Fortune 500 companies, Glen founded Red Rock to offer his creative know-how to nonprofits, health and wellness initiatives, and small to mid-sized businesses. He serves on the board of Conscious Capitalism, is Chair of the Greater New Haven Chamber of Commerce Technology Council, and is an active cyclist and sailor.

Feb 22

Marketing Trends for 2019 – Why video?

By Glen McDermott | Notes from the Rock

My affection for cameras began at an early age. Finely machined, infinitely calibrated and ready to do awesome work if properly handled. It was not until my first immersion in the dark room that I became hooked.

My dream job as a photojournalist was never realized, but the camera became a permanent travel companion and our steady partnership has lasted many countries over many years. We always encouraged one another to climb that peak at sunrise and seek that special light as we took the road less traveled.

This journey led to different roles in the film industry in outback Australia, with Meryl Streep and Sam Neill in  “Cry in the Dark,” Tom Selleck in “Quigley Down Under,” and Ben Mendelsohn in “Dangerous Game.” I now knew what the camera was capable of in the right hands.

As a storyteller, my relationship with the camera is now one of total commitment. The camera has also dropped a lot of weight and is no longer the expensive luxury item it used to be.

While we have eluded the mythical “viral video” at Red Rock, we tell our customers story with authenticity that viewers love and our clients are very satisfied with millions of views, comments and shares.

WHY VIDEO?

We are all trying to make a personal connection with our audience. When building your brand, always follows these steps: Get to KNOW, LIKE, TRUST. A good video strategy can do this authentically and at scale. Videos should prompt people to engage with a brand in a genuine fashion. TELL, Don't SELL.

FIRST - CREATE YOUR GOAL

Set a goal for your video whether it's to gain awareness, build an audience, convert, etc. Make sure your video creative has purpose and will lead to your desired result. Ask yourself the following questions before following through.

  • How many stories are you trying to tell
  • Is it something your audience wants to see
  • Is it the right length (shorter the better)
  • Will this people a single video or part of a series
  • Is the video true to Your Brand

TYPE OF VIDEOS

Here are a few common video types that can be used to promote your business.

  • Introduce yourself, your team, where you work, and why you do what you do
  • Share testimonials
  • Offer behind the scenes access to your product/business
  • Instruction/demo of your product 

HOW TO START

Do your research. Stalk the competition - see what's popular, and what's been done before you. Come up with a concept based off this information making sure that it will stand out and be successful. Once you have a clear concept, create a storyboard. Use the passion you have for your business to speak to your audience in an authentic way. 

Check 1, 2 and 3. Good audio and video quality is important. Technology has come a long way but a successful video must have clear audio and visuals to retain viewers. To shoot great video, apply the same basic rules of photography with lighting and composition.

TAKE IT FROM US

As a marketer, video is our best tool, as its the fastest way to build trust. At Red Rock we create video content at scale, without the Hollywood budgets. When it's ready to go, we push it out to the right screen at the right time.

Dealing with mental health issues is a communication challenge when the symptoms are invisible, its surrounded by myths and no one wants to talk about it.

Tractors have many moving parts. Good product demos can shorten the sales cycle and drive showroom traffic with customers ready to buy.

Set your video apart by filming from unique perspectives. There is no angle off limits when you use a drone to film your video.

Let your testimonials be more than just quotes. Use video for a more personal and convincing testimonial/demo. Include some of your most valued customers to let them know you appreciate their business.

Entering 2019, video will become the most high-preforming content for businesses. This means in order to compete in the market, you should be creating an abundance of video content for your channels.

While creating successful content on your own is doable, we are here to do the job for you. If you see video as a way to drive your brand story, then ask me how we can help create, connect and thrive your brand. So drop an email to glen@redrockbranding.com

Aug 15

How I Bicycled My Way to Better Branding

By Glen McDermott | Notes from the Rock

Growing up in Australia, I fancied myself an early explorer temporarily based in the new frontier town of Canberra. I spent hours drooling over maps and reading of faraway exotic lands, planning my exit. 

The world atlas was my bible.

That's me on the back.

My quest for adventure multiplied when I got my first bicycle for my 10th birthday. Suddenly, my ability to escape my siblings went from five miles on foot to 20 miles on my bike.

I bonded with those two wheels, and together we went places on the roads less travelled. Short tours around Australia and Tasmania led to extended rides throughout Southeast Asia.

These trips were transformational.

Cappadocia, Turkey.

Mount Nemrut, Turkey

Riding 100+ miles a day gets you in great shape, so I arrived at these places in the height of wellness and full of gratitude.

I had made a huge personal effort to travel, inspiring openness and appreciation in most everyone I met. I had invested in getting to their town.

On a bike, you are unprotected, exposed, and vulnerable, and vulnerability is the ultimate human connector. The people I met wanted to know my story, and they wanted to tell theirs. It’s the ancient exchange of travelers —a precious global currency and I have plenty.

From the Buddhist temples of Indonesia to the remote goat herder camps along the Russian border, I was warmly received by complete strangers over and over, everywhere I went.

We shared stories. We communicated across language barriers. This kind of true human connection is hard to achieve when you travel tucked away in planes and cars.

Bagan, The ancient capital of Burma (Myanmar)

Mountain ranges are daunting obstacles on a bike tour. But if taken one visible stretch at a time, it's doable.

Slow and steady.

Not only does reaching a mountain summit on two wheels give an immense sense of accomplishment, it offers an awesome view of the world and an appreciation for what is humanly possible. This has been one of my biggest takeaways  from the many countries and ranges I have ridden.

Anything is possible!

​Throughout these bicycle trips, I served on marketing teams for Australia’s Country Road, Metro in Singapore, The Limited in the U.S., and other Fortune 500 companies. But those miles changed me. I wanted to do something more meaningful, more healthy, and more authentic. I knew I had to leverage my creativity and deep well of gratitude to help people live better and more meaningful lives. 

The Blue Mosque, Istanbul

I now had a responsibility to apply my skills in creating ideas, images, and video to build a better world. I wanted to support the companies and organizations that are part of the solution.

Slow and steady.

And so Red Rock was born here in New Haven, Connecticut.

Red Rock takes the corporate world’s best marketing practices and applies them to nonprofits, health and wellness initiatives, and small to mid-sized businesses. We tell our clients’ stories with compassion, empathy, and authenticity, key ingredients for effective communication and a connected customer base.

WHY RED ROCK?

The vast featureless plains of the Australian Outback lead to a massive red sandstone rock.

Uluru, also known as Ayers Rock or simply “The Red Rock,” is Australia's iconic spiritual center. This monolithic sandstone feature rises out of the desert, an icon to be seen from miles around. It’s a gathering place for local tribes, an oasis and a focal point of their ancient storytelling.

The Red Rock is everything a good brand needs to be.

Jul 03

Free Lunch & Learn Workshops

By Glen McDermott | Events , Workshops

In celebration of the agency’s 10-year anniversary, Red Rock Branding will be holding a series of free ”Lunch & Learn” marketing workshops at the Greater New Haven Chamber of Commerce, 900 Chapel Street in New Haven, Connecticut, beginning in July. Complimentary lunch from Halal Guys is included.

Glen McDermott

Founder & CEO

This year marks our 10-year anniversary at Red Rock. We wanted to show our appreciation by sharing our two most popular client products with the local business community at the Greater New Haven Chamber of Commerce.

Glen Mcdermott // Founder & CEO

COMMUNICATING VALUE WORKSHOP

The Communicating Value Workshop guides businesses and organizations step-by-step in identifying how their products and services solve problems — and how to convey that value to new customers. The public is invited to join and interact as Red Rock walks a guest business through the workshop.

WEBSITE ASSESSMENT

The Website Assessment covers 10 points to consider on every website. From logo to navigation to clear calls to action, Red Rock’s assessment helps businesses gain a fundamental understanding of where their brand stands in its current digital state. The public is invited to join and interact as Red Rock walks a guest business through the assessment.

Those interested in attending Red Rock’s free Lunch & Learn workshop series can register here. For more information on Red Rock, the Communicating Value Workshop, and the Website Assessment, visit redrockbranding.com/products-services/.

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May 18

Welcome to the Red Rock Blog

By Glen McDermott | Connect with the Rock

Each month, the Red Rock team members will be sharing stories on how we have helped our customers solve their marketing challenges.  Stay tuned for marketing how-to, design tips, and social media secrets from the Red Rock team

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