Seeing marketers’ need for video, video and more video, North Strategic co-founders Justin Creally and Mia Pearson founded Notch Video. The six-person shop, which officially launched last week after a year-long test phase, is billed as an “online marketplace” that connects marketers with video content creators across Canada. Marketing spoke with Creally about the story behind Notch, how it works and what it says about the evolution of PR.
How it got started
“Starting Notch as a separate company was really about the fact that we saw growth in video happening,” says Creally. For the past couple of years, marketers turned to their ad agencies to create online assets for their websites, Facebook and YouTube channels, “but the video they were doing was very, very expensive,” says Creally. “It was just too expensive to produce that kind of content on a regular basis and put that content online. We felt like the big ad firms weren’t able to fulfill that need as it’s not really their business model, and marketers obviously can’t spend as much money as they spend on TV creative to fill that pipe… So we saw that as a business opportunity.” The idea behind Notch Video, adds Creally, is to produce videos much more quickly and cost-effectively than what marketers would get from an advertising agency.
How it works
Marketers can access Notch’s database of vetted directors, producers, editors and writers who have created profiles at NotchVideo.com. The site allows marketers to search for video professionals by geography or role, and then key in details of the brief, such as concept and budget. They can send the brief to several video professionals at once who can then email them directly to discuss the job. “We’re able to tap into crews that are already in [a given city] and have efficiencies in terms of not having to fly crews all over the country that might be based here in Toronto,” says Creally. Companies can access the database at no cost, and Notch also offers creative and consulting services for a fee. “We really like the idea that creators are finding their next job through Notch and brands are solving their problems through Notch,” says Creally.
Who’s using it
Creally says Notch Video is suitable for anyone from small local bike shops to big national brands. “While Notch Video offers consulting services, the online marketplace is very much geared for self-serve for brands of all sizes,” says Creally.
And naturally, the PR team at North Strategic can tap Notch for video services for clients. During the test phase, Notch created a number of videos for Sport Chek and Samsung, both North Strategic clients. In one Sport Chek video, for example, the retailer surprised minor league hockey players in Toronto and Calgary by moving their weekend games to Air Canada Centre and Scotiabank Saddledome . A video for Samsung featured a celebrity wedding planner using the Galaxy Note 8.0 to plan events.
What it says about the evolution of PR
“Content creation is certainly the next step as far as what PR agencies are offering their clients,” says Creally. “All brands have a story to tell and we believe video is the best way and most efficient way and most emotionally connecting way to tell that story.” But even without a PR firm behind it, Notch still would have come to life, says Creally. “Mia and I made the decision that Notch was a great business concept and we would have done that as owners of North or not.”
