The average person spends nearly 7 hours online every day, reading articles, scrolling their social feeds, or maybe even checking out your website. With everyone spending so much time online, digital marketing has become a core part of every brand’s strategy. From email to social and native to behaviorally targeted programmatic advertising, digital marketing allows business-to-business (B2B) and business-to-consumer (B2C) marketers to efficiently target customers during their digital journeys. However, the rapid adoption of digital marketing brings added responsibility for marketers, ensuring everyone, including individuals with disabilities, can access and interact with your branded content. Complying with the ADA (Americans with Disabilities Act) is not just a legal requirement, but a strategic move that expands the reach of marketing campaigns and resonates with a broader audience.

ADA compliance goes beyond simply making websites accessible for screen readers and other assistive technologies. “We’ve found even our largest clients, with seasoned marketing leadership, do not fully understand ADA requirements,” said Jim Livecchi, VP of Strategy at Kreber. The regulation encompasses a wide range of disabilities, including visual, auditory, cognitive, and motor impairment. “We are helping our clients create truly inclusive online and offline brand experiences and think holistically about every piece of content and branded communication.”  

Here are 5 considerations to ensure your brand’s inclusivity and ADA compliance.

Honestly, they’re a blessing and a curse. New-product launches are an amazing opportunity to introduce new ideas and strategies to customers. But launches can be hard to do, and you only get one chance, as they say, to make a first impression.

Well, not really. A launch campaign can have longer legs than you may realize. But making extended impressions takes a strategic plan and, even more vitally, a strong, clear message.

This is just one of the big takeaways from Kreber’s upcoming white paper, “Hidden Secrets of Successful New-Product Launch Campaigns.” To whet your appetite, we’re sharing a few of those insights here; to get the rest, click the link at the bottom of the blog and we’ll drop it in your inbox when it’s released. (Don’t worry—it’s free!)

Today's blog comes to you from special guest contributor Payton Gessel, Senior Video Editor & Motion Graphics Designer here at Kreber.

Imagine the scene: An auteur director barks orders through a megaphone from a tall chair. The production assistant ordered the wrong coffee and the director slams it to the ground. Everyone on set turns to watch the 27th take of an actor, covered in ping pong balls, yelling at a green cube. Truth be told, this scene probably won’t even make the final cut.

While many people associate these common film and prestige TV tropes with all forms of video production, things are often quite different outside of Hollywood. We might use the same equipment and slang terms as our tinseltown brethren, but at Kreber our videos are tailored to serve a different purpose and our process is more flexible and decidedly less dramatic. 

Although we often hire professional talent, the products are the real stars of Kreber’s videos. Product video development, though, is not without its own challenges and typically requires more organizational and technical knowledge than a high-level brand awareness campaign—and many companies find the task daunting. When planning your next project, keep the following tips in mind to help your product video shoot go off without a hitch.