Candid content

People love candid content. It tells a natural, real story – and it’s far more believable than a contrived shot. Often, the good stuff happens right before your eyes. You just need to be on your toes with the camera ready to capture the magic.

Here’s five of our favourite candid images taken in the last couple of months, that happened in an instant.

1. The seal had that look in his eye. So Trav risked his fingers to feed him a barracuda frame. It’s dramatic, natural, and positions Robalo as a credible outdoor boat. The client loved it so much they shared it on their USA channels.

 

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2. This image is the OPPOSITE of the grip and grin shot that proliferates social media sites and fishing magazines. This shot, in my opinion, captures the real fishing experience; an old salt, in battle with a blue-water behemoth, feeling the strain. The odds are against him and he knows it. I think the black and white styling adds to the drama. Our designer also felt it and ran the image large in a recent boating book.

 

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3. Miguel – and his fantastic paella dish are arguably the most photographed scenes doing the foodie rounds, so it was kind of ironic to see him proudly snapping his own creation, on his iPhone no less. I think the image captures his true personality. He’s self-effacing, talented and infectiously friendly. And it doesn’t take away from the fact that it’s a recipe.

 

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4. Mother nature can often offer up the best opportunities for capturing candid content. On a recent shoot for Morningstar Boats the weather report lied. We almost had to cancel the day, as the seas were rough and the sky was flat and overcast. Nevertheless, we persisted and were rewarded when the clouds opened up for a split second and shot out one of the most colourful rainbows we’d ever seen. It looked so good, the client didn’t even believe it was real!

 

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5. It wasn’t even a proper photoshoot. But when Trav grabbed my camera and snapped an image of me fighting a fish with girlfriend Millie in the foreground and the Sydney Harbour Bridge in the background, we knew it was a winner. The fleeting moment was quickly snapped up by marine electronics company, Simrad, who used the image in a national advertising campaign.

 

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Customers are your secret weapon!

We all know word of mouth is a powerful marketing tool. It’s maybe the best. So, it’s surprising more marketers don’t use customers (and their stories) in their communication. Perhaps it’s their patrons ruffled hair and less-than-perfect prose that doesn’t fit the brand guidelines…

 

Here’s why customer endorsements should be part of the plan:

1. People believe them. Because they’re people ‘just like us’, there’s rapport. And where there’s rapport, there’s trust in the message.

2. The paid plug is a little tired. We’ve all sponsored people. Sure, you get your name out there, but guess what? The punters know the talking faces on TV are paid to say nice things. Instead, try finding a customer who has no commercial interest in your product, yet diligently researches ‘til they pick your brand, and paid full whack. I’d trust what that person had to say any day! Wouldn’t you?

3. It’s cheaper! Your loyal customers will talk the leg off the chair for no commercial gain. They already got the pay-off they wanted; a great product. Perhaps, get your best customers together for a sausage sizzle and capture the story of your brand all at once.

 

CASE STUDY:

White Pointer wanted to talk up the impressive quality of their boats. Why? Because media outlets were fixated on price, turning customers away. So, Moby Dick Content tracked down some straight-talking White Pointer owners, jumped on their boats and told stories through the eyes of the owners. We also spoke to White Pointer director, Rex Briant and local dealer, Cam McDonald who offer some great insights into the boats, the owners – and one amazing fishing experience…

 

Boat owner Bruce Franks (left) and fishing buddy Barry Hay (right)

White Pointer owner Bruce Franks (left) and fishing buddy Barry Hay (right) on a Moby Dick Content adventure

Passionate White Pointer owner, David Krushka, tells the story of his 800 Sports Cruiser

 

 

 

 

 

 

 

 

MARKETING TIP:

People are looking for quality products which portray a better image about themselves. Indicators of a quality product can include brand heritage, product performance, good packaging and strong advertising presence. How would your customers describe your quality?

 

SEE THE WHITE POINTER VIDEOS HERE:

David Krushka battles bluefin off Tasmania’s wild south east coast

Bruce Franks puts his White Pointer 730 HardTop to the test

THE RESULT:

  • The content sparkled on Facebook with overall followers up 10% since the campaign started
  • Posts created by Moby Dick reached of over 35,000 (gross impacts)
  • Huge engagement with almost 2,000 likes, shares and comments

“Eight of the top 10 reaching all-time posts came from Moby Dick content”

  • Eight of the top 10 reaching all-time posts came from Moby Dick content
  • Over 10 pages of quality story telling in the Melbourne Boat Show Yearbook, later picked up by a major national publication for mass delivery
  • The story went viral in southern Tasmania, going down as the weekend two White Pointer boats took home double barrels from Eaglehawk Neck
  • Videos have been uploaded on WhitePointer digital channels and shows – and links and DVDs mailed to prospective customers

 

“Hundreds of engaging photos for website, brochures and shows; not PR or advertising images, just great content”

 

  • Hundreds of engaging photos for website, brochures and shows; not PR or advertising images, just great content
  • Valuable face-time with customers in the field
  • Overall, White Pointer has an increased sense of community and credibility for the brand

 

 

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The best (and worst) things about creating your own magazine

Ever wanted to create your own magazine? Well, here are the five best things about launching your own mag. Before you go and mortgage the family home in the hope of making a print fortune, you better read the five worst things, too…

So, the 2015 Melbourne Show Yearbook hit the shelves earlier this month. You can find it by clicking here

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10,000 Yearbooks were hand delivered by these friendly folks

 

The brief from the BIAV was to create an engaging print publication that showcased the boating lifestyle to the Victorian public. It had to highlight cool destinations, awesome marine products, and hints and tips for boaties. We called it a Yearbook rather than a program, to reflect the production values and quality of the content; and to also give it a life beyond the show. It was wrapped in a luscious 250 gsm dressing gown with 100 gsm paper inside. As if that wasn’t enough, every issue went into the spray booth for a coat of satin, matte finish. The thing was practically gel-coated.

Rather than bore you with self-adulation about our new, awesome, fantastic and amazing magazine, here are the five best things about launching your very own mag (and the worst five!)

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The Yearbook on its first night out

 

THE BEST

  1. Working directly with cool and interesting people. Wives included!
  1. Creating the stories you always wanted to, but never could because of “commercial considerations”
  1. Seeing designers go wild with a blank sheet of paper and a broad brief
  1. Seeing clients use Moby Dick content on their own channels – and watching their face when their social media went through the roof!
  1. Testing great products built by proud, passionate people
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Cam McDonald reflects on his tour of Tasmania in WhitePointer boats

 

THE WORST

  1. Deadlines still suck!
  1. Oops, forgot that news piece. Jack, I thought you had that one covered???
  1. The waist-line suffered a bit; a few too many Macca’s drive-bys
  1. Trav missed the kids, and Jack missed his duck-feather pillow
  1. That print bill (ouch!). Jack won’t be getting his chocolate smoothie allowance next month
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Monique checks out the good stuff on the Malibu stand

 

Seriously though, it was a great experience – and based on feedback from clients and readers it’s done its job. Here’s what they said (totally unprompted):

“Wowsers! Great candid, hearty reading. Absolute credit to team Moby.” Michael via drunken text message from his hotel room after the show.

“Bloody top job!” David

“I would have upgraded to the outside back cover if I knew it was this good!” Mark after watching 10,000 back covers meander through the show.

“I’ve read through that magazine and it’s one of the best of editorial creations I’ve come across in a long time. Congratulations. Really, really well done.” Angelo, who has read a few mags.

“Fantastic guys, you did a great job … good read and great layout.” Alan, who usually keeps things close to his chest

“Magnificent job!” Kevin.

“Lots of people impressed with the Yearbook!” Mary, the toughest marker around.

“This Yearbook is a really good read … you guys have done such a good job.” Joel, while admiring his double-page spread.

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Joel likes what he sees in the 2015 Melbourne Boat Show Yearbook

 

 

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Victoria’s Top Boating Destinations

What is your favourite Victorian boating destination?

Is it Portland – our great new southern bluefin tuna fishery? Perhaps it’s Mallacoota, home to 10-pound flathead and purple-lipped bream? Can you go past the diversity of Lakes Entrance? Bag of cooked prawns and game of mini-golf, anyone? Is there a better water-sports destination than Yarrawonga or Eildon Where does Nagambie fit in?

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It’s time to have your say. Help us build a list of Victoria’s Top 10 Boating Destinations. The hot-list will be published in the Official 2015 Melbourne Boat Show Yearbook, distributed to the boating public at the Boat Show. The top destinations will be accompanied by great photography and inspiring stories on the region.

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So send us your favourite destinations (for fishing/family boating or both), and a few words explaining why. Drop in a photo if you have one. The best three submissions will be sent a nice bottle of plonk from a local Victorian winery (to be enjoyed on a boat, near the water, presumably).

Send to jack@mobydickcontent.com or travis@mobydickcontent.com

 

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WANTED: New products and interesting stories

Do you have any interesting new products or stories? We’d like to share them in an exciting new magazine distributed at the 2015 Melbourne Boat Show. The Yearbook is published by Moby Dick (that’s us) and distributed by BIA Victoria at the show. 10,000 copies will go directly into the hands of people shopping for boats, engines and marine products. It’s a large format, high-quality book, full of credible editorial on products to buy, things to do and places to go. Give us a shout if you:

  • Have exciting new marine products to share with the boat-buying public
  • Are a manufacturer with new boats
  • Are a dealer with a special offer
  • Are a tourism operator looking for exposure
  • Have interesting stories to tell
  • Want to reach a captive audience interested in new marine products
  • Are interested in obtaining images, video or tests on your products

For advertising information please review the media kit or contact Travis on 0438225738 or travis@mobydickcontent.com

2015 Melbourne Boat Show Media Kit

Boat Show media kit

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Good content found here

G’day and welcome to the first blog from Moby Dick Content.

We’re a new crew with Jack Murphy and Travis Godfredson at the helm.

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Great content is an incredibly powerful way of communicating your brand story. Join the blog and you’ll find tips and hints on how to improve your marketing, particularly through video and images. Learn how organisations are improving their social media presence. You’ll also find inspiring content to whisk you away from your desk and into the misty salt air.

The blog will be research gold for your business. It’s created by Jack, a gun photographer and blogger, and proven Publisher and Research Director, Trav, who helped shape some of the most talked about and effective content in the market place.

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What’s with the name?

Moby Dick (the book) is a brilliant story of the sea that captures the imagination. D. H. Lawrence called it “one of the strangest and most wonderful books in the world,” and “the greatest book of the sea ever written.” It’s a good description of the business we wanted to create.

We’re based in Clareville Beach, on Sydney’s Northern Beaches. Drop by for a rum some time.

Trav & Jack

 

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