Lux Helps South Carolina Lawyers—and Others—Make Their Case with Video

LowcountryBizSC:

You have been president of Lux Strategic Communications for 17 years. What’s new in your world?

Melanie Lux:
Twenty years ago, I was a broadcast producer for an ad agency. When Istarted Lux Strategic Communications, my focus was largely publicrelations and print. Now, my work revolves around websites, e-marketing, video production, and social media. I work closely with colleague Bobby Rettew, who is an extraordinary digital media strategist. We have workedtogether on behalf of the South Carolina Hospital Association, SOPAKCO,Newberry Hospital, the South Carolina Bar, and KeenanSuggs Insurance onvideos for web, television spots, documentaries, and training videos.Now we’re focused on helping clients develop multi-facetedcommunications strategies that incorporate video, social media andtraditional media.

LowcountryBizSC:
You produced an image initiative for the South Carolina Bar that launched August 1. Tell us about it.

Melanie Lux:
The South Carolina Bar came to me about producing a television spot for a statewide communications initiative. I suggested a series of videosdisseminated through social media outlets as a more powerful, economical alternative. Unlike traditional paid media, web-based video isaccessible 24/7, searchable, and if done well, viral.

It made sense for the South Carolina Bar and on August 1, they launched the Proud to be a South Carolina Lawyer initiative, the basis of which are13 short videos featuring SouthCarolina attorneys who talk about why they became lawyers, how they help others, and what their profession means to them. The Bar has postedthem on YouTube and is promoting them on their website, Facebook,e-newsletters, and through public relations.

LowcountryBizSC:
What makes the Bar’s videos compelling?

Melanie Lux:
There are so many legal stereotypes. People think lawyers are like theactors they see in shows such as Law and Order. In the South CarolinaBar’s videos, we introduce real people who just happen to be lawyers.The videos show a side of lawyers we don’t see or expect, which is whatmakes them compelling.

For example, while growing up in public housing, Greenville attorney Zandra Johnson was told kids from the hood didn’t go to college, let alone lawschool. With the help of her mother and support of  her children, shepersevered and earned her undergrad and law degrees. Columbia attorney Barbara Chesley was a successful nurse with an unrealized dream. Her husband urged herto pursue it. As a teen, Charleston attorney Allen Gibson worked on aframing crew building houses in the summer. Today he’s a constructionlawyer who helps businesses stay in business.

LowcountryBizSC:
How are these videos different from television ads?

Melanie Lux:
Basically we’ve replaced self-promotion with personal storytelling andgiven viewers the opportunity to look inside the lives of the featuredattorneys. There is a marketing aspect in the sense that all 13 videosfollow the same branded approach and are intended to correct publicperception about South Carolina lawyers.

LowcountryBizSC:
How do you increase video viewership?

Melanie Lux:
YouTube has become so popular it’s easy for videos to get lost in theshuffle. Think of it as both a repository and a search engine. First you post, and then you optimize. YouTube allows you to enhance thesearchability of your video through the title, the description andspecific tags, including web addresses.

You also boost viewership by posting links on Facebook, imbedding links in blog posts and e-blasts, and by Tweeting links. Buying ads on otherhigh-volume media websites like LowcountryBizSC that enable visitors toclick through to videos is another great way to promote viewership.Finally, encourage people to share your videos; it’s viral marketing atits finest.

LowcountryBizSC:
Is video the new silver bullet of marketing?

Melanie Lux:
There’s no question that video is a preferred way of receivinginformation. It’s also an effective way to educate, entertain, establish an image, and market. The goal is to be searchable and accessible tothose who can benefit from your knowledge. For marketers, you want to be a trusted source of information, and ultimately, of products andservices.

LowcountryBizSC:
Are there any caveats to using video?

Melanie Lux:
Plenty! First, don’t assume that when you post video on YouTube thatpeople will find and watch it. Second, people want information, not ads. Third, don’t hire your neighbor’s teenager to shoot your video.Production value matters; good lighting, audio, and editing areimportant. Finally, video should be just one tool in your marketingarsenal.

LowcountryBizSC:
Who should be using video as a marketing tool?

Melanie Lux:
When done well, video, when employed in combination with a overallcommunications strategy, will help attorneys, physicians, accountants,insurance firms, retailers, and other professionals become crediblesources of information, and build their businesses.

About Melanie Lux

Melanie Lux is president of Lux StrategicCommunications, established in Columbia, SC, in 1994. The firmspecializes in digital and traditional media strategies for clients inhealthcare, professional services, IT, and manufacturing. www.LuxandAssociates.com .