In our quest to get closer to what makes great branded film, we talked with Adam Marx, founder and co-owner of MK3 Creative. Marx’s passion is uncovering and developing the stories in ways that naturally impel consumers to buy. His credits are impressive. He’s worked with clients such as AT&T, Dunkin Donuts, Metlife, and Reebok; he has also directed network television, including the first seasion of “Survivor.”
These days, Marx makes videos and other types of marketing, mainly for the internet. Each video can be over a minute long, thereby taking the time to tell the story of the brand. “You can have a long video on the brand’s website, send out an email blast asking people to go that website.” Then, he says, data is available on who has gone to the website and how much time they spent on it, because they clicked on a link in an email sent by the company.
“Understanding [a company’s] brand essence is most important,” Marx explained. The story, he said, is “the differentiator” of the brand – what sets it apart from the others. He routinely asks his clients, “What’s the brand all about, what are you actually selling?” He added, “We help a tremendous amount with that.”
Marx explained the work he did for UFood Grill, a franchise selling healthier fast food. So we built a fast food revolution. “People are craving alternative healthy fast food that’s good for them and we built this revolution idea.” Another client, PatientKeeper, helps doctors by organizing and providing up-to-the-minute data on patients. “They make a product that’s not easy to understand, so we did a story on the day-in-the-life of a doctor, as opposed to explaining features of product.”
It’s not necessarily easy to tell just how well this advertising translates into sales and money for the client, Marx said. “The reality is you can’t measure the sale because many are large-item sales -” such as information management and franchising. On the other hand, the fact that most of MK3’s business comes from repeat clients should say something about the creative company’s effectiveness. To illustrate a particularly innovative idea, Marx described a push for UFood Gril to acquire more franchisees. The company snail-mailed a colorful burger box to their mailing list. In the box was a USB flash-drive containing UFood Grill marketing. Because of the way the content on the flash sticks is electronically tagged, Marx said, “we know who watched them.”
Check out MK3’s website at http://www.mk3creative.com/ Don’t be surprised if you’re lured in by the relaxing music, bright yet soothing city-scapes and easy-to-use navigation features of the site. And of course, the videos and brand stories that keep MK3’s clients coming back.