[ad_1]
Artistic professionals are sometimes multi-dimensional. An architect may additionally design furnishings. A author may compose music. And a performer, equivalent to Matthew Gattozzi, founding father of Goodo Studios, may shift to pictures.
Till early 2020, Gattozzi was knowledgeable ballet dancer. A again damage compelled a profession change and the launch of his enterprise, which produces pictures and movies for ecommerce corporations. “We work with established and up-and-coming manufacturers by understanding the way to use and leverage content material for income,” he advised me.
He and I lately mentioned his journey. The audio of our complete dialog is embedded beneath. The transcript is edited for size and readability.
Eric Bandholz: Inform us about Goodo Studios.
Matthew Gattozzi: We create pictures and movies for shopper manufacturers. We do TikToks, user-generated content material, and high-end or paid media, utilizing all the pieces from cinema cameras to iPhones.
Earlier than Goodo I used to be knowledgeable ballet dancer. I danced all through the U.S. and Europe. I used to be dancing at Ballet Austin and injured my again. So I needed to cease that a part of my profession and shift to pictures and movies. I lately moved from Austin to Seattle. I used to bop there, and I met my spouse there.
I based my firm in early 2020. It was simply me, and I didn’t begin in ecommerce. I labored regionally in Austin with many wonderful eating places, however issues got here to a halt with Covid. I needed to shift and rebuild. Now I work with a staff of photographers, creatives, and editors. It’s not simply me anymore.
Many consultants within the area went to high school and realized brand-building expertise. I didn’t go to school. I used to be supposed to bop till I used to be 30 and ended up jobless at 21. I knew so much about social media, however individuals weren’t serious about hiring me as a result of I didn’t have a resume. I needed to say sure to all the pieces at first, which was arduous, but it surely was additionally good as a result of I may determine what I needed to do.
It helped me to understand that the individuals I serve are advertising managers and paid media professionals. I tailored my communication to talk to them. I began taking what I do as a inventive and translating it into how they discuss. Many creatives don’t do this.
I work with established and up-and-coming manufacturers by understanding the way to use and leverage content material for income. Manufacturers put money into content material, however in addition they have the mindset that the content material will generate revenue. So we communicate to that and assist construct model methods — on natural channels, product pages, web sites. We study to adapt to the most recent media consumption. For instance, once I began two years in the past, TikTok wasn’t as distinguished. Many of the movies I shot had been horizontal. Now all the pieces is vertical.
Bandholz: How do you deal with copyrights?
Gattozzi: My method is to be as beneficiant as attainable. I inform my shoppers, “You should utilize this content material. You’re investing in these pictures and movies, and also you get unique rights, copyright makes use of, and industrial use right through, with no licensing.”
I’d lose out as a result of I’m not nickeling-and-diming the model, however I’m attempting to ascertain a long-term relationship. I’m a bit of non-traditional in that means. Some creatives say, “You need to know your value; put your foot down.” However I need to change how we produce content material. I need to work with main manufacturers. I’m not going to get there until I do one thing completely different.
A buzzword you’ll hear so much is inventive technique. It boils all the way down to content material creation. Creatives for giant advertisers are lacking out by not adapting to how briskly media strikes and the way rapidly manufacturers must create. We’re attempting to construct a content material engine for manufacturers. We provide you with concepts, take a look at these concepts, and execute them.
We contain staff members in all the course of. Disjointed manufacturing is frequent within the business. A terrific photographer who isn’t a part of the planning received’t perceive how the pictures can drive gross sales.
Bandholz: Describe a Goodo Studio engagement.
Gattozzi: Most manufacturers ought to deal with why shoppers are shopping for. Generally we’ll ask shoppers that, they usually’ll record their product options. Okay, cool, however what do your prospects say? It is advisable to perceive your audience — discuss to them and do surveys. The concepts are infinite in the event you study your buyer psychology. Most manufacturers miss that. So I advocate for the intent behind the pictures and the movies.
We do picture and video shoots. However we additionally do TikToks, user-generated content material, and advert modifying. We take present property, and we extract worth from them. When a model involves us, we begin with modifying earlier than we shoot something. The exception is an upcoming model or product launch.
We take a look at why prospects purchase and undergo a course of to determine that out. Most manufacturers have a backlog of nice content material. They simply haven’t remixed it sufficient as a result of they don’t have the assets or the crew.
As soon as we’ve confirmed some ideas and generated concepts, we double down and scale these ideas and take a look at extra. Then we will usher in creators which might be excellent prospects for that model. We provide you with the briefs and ship the product out to them. They shoot all the pieces and ship it again to us. We edit all of it.
We’ll rent a crew, whether or not it’s in Seattle or in Austin, to work on the manufacturing. That’s how we flip round. We don’t do picture and video manufacturing with a model each month, however we do a number of modifying. That provides us time to plan these shoots. Many manufacturers are hesitant to spend the cash for intensive manufacturing for concern it can flop. So we attempt to take a look at the ideas early with some low-lift inventive, then go to greater productions.
Bandholz: What makes somebody an excellent inventive?
Gattozzi: A superb inventive asks nice questions, interprets the solutions, and uncovers what the consumer desires. A awful inventive will say, “Okay, acquired it,” and go away. Asking a number of questions helps the model pinpoint an issue. Some come to us and clarify what they want. It may be difficult for people to explain an thought of their minds. I’ll ask them questions. How is their enterprise? The place has their advertising been? The place are they attempting to go? Why do they want a inventive accomplice?
Generally, after the primary name, we understand they don’t want pictures or movies. They want modifying. It can save you manufacturers 1000’s of {dollars} by asking the proper questions.
Bandholz: How can listeners join with you?
Gattozzi: They’ll go to our web site, GoodoStudios.com, and subscribe to my e-newsletter. I’m on Twitter and LinkedIn.
[ad_2]
