January 16, 2015
Proxy Season: Expect to See More Use of Video
I’ve heard great feedback from those that have checked out the archived video of the “Usable Proxy Workshop” that I recently posted. One of the panels was entitled “Video as a Disclosure Tool” – and I think we will see an increasing use of video this proxy season. As it stands, about 25% of the Fortune 100 use video in their annual reports (here’s a 2013 list).
I have posted some sample video annual reports in our “Video Annual Reports” Practice Area – although no one will ever be able to touch the CEO of Cognex, who always stars in his company’s video annual reports and the guy is a born actor. Check out Cognex’s video annual report from 2013. The dude in the airline seat is the CEO! Genius. And if you like comic books, check out the CEO in this 2012 video annual report (and here’s a list of his others)…
I love the way that Cognex puts the forward-looking information to the right of the box housing the video, rather than starting the video with the disclaimer – as that is a huge turn-off for viewers…
Video Annual Reports: Tout Your Story
If you watch the archive of the “Video as a Disclosure Tool” panel (or you read my checklist on the topic), you will learn the importance of using a “story” when making your videos. But if you bother to improve your disclosures, don’t forget to market them. Use your company’s Facebook page and Twitter feed to mention them at least several times over a 2-3 week period. And consider even sending a press release like this one from Marriott…
Glossy Annual Reports: The Top 400
This annual review of glossy annual reports shows off some nice work. Here’s a ranking of the top 400 annual reports in the world – the top ones are from overseas as always. Check it out…
– Broc Romanek