Stock Video: Erickson’s New Marketing Strategy

Posted on 5/4/2017 by Jim Pickerell | Printable Version | Comments (0)

Jim Erickson has adopted a new marketing strategy for selling stock video. Instead of just offering clips he has created powerful, intimate and compelling prepackaged video stories, with narration, on themes related to healthcare and seniors. On his newly re-launched site he has 15 stories. More stories and themes are expected soon.
The stories range in length from 30 to 60 seconds and are available as a complete package, not just elements to fit into a customer’s project. Customers are encouraged to record their own voiceover and write their own headline. EricksonStock will also customize these shorts to the customers specific requirements. Of course, clips from these stories are also available if all the customer needs is one or two elements to fit their own production.

Part of Jim’s reasoning for adopting this strategy is that he has found that customers often have trouble locating short clips with the same lighting and visual style that will fit together in a single project. Sometimes customers want to follow the same people through a series of moves and cuts rather than being forced to address the story line in an entirely different manner. The discipline of putting together a 60 second spot with appropriate cuts, shot in context, insures that sufficient cuts have been produced during the shoot.

Some of the themes of the current clips include: It’s Your Money: Invest Wisely, Friendships Are Like Frosting On The Cake, Building Community, Leave With A Good Feeling, Caring Matters, Home: The Heart of Healthcare and A Happy Retirement.

Jim says, “The human connection is the strongest currency we have. Seniors hold a key to that role in our lives that is often overlooked. It’s a story that needs to be told, everyone loves someone who is aging. The legacy seniors pass on is both compelling and informative.”

Copyright © 2017 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


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