Lauren McCullough

Female Voiceover Talent

717-281-1991‬

LaurenMcCulloughVO@gmail.com

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Spotlight on Holiday Marketing Trends

Marketing

Holiday Marketing Trends in 2020

It’s time to talk about holiday marketing trends. After all, it’s beginning to look a lot like… well, a holiday in 2020. Which like everything else this year is a little different than we’ve traditionally done things, isn’t it?

But if there’s one thing we’ve learned, it’s how to pivot, reposition ourselves, and prioritize what matters most to us. And this holiday season will be all about that as well.

This year may not be about the crowds at the mall or stores. It may not be about the full calendar of parties and cocktail hours. It may not be about the hustle and bustle at all. And maybe that’s not a bad thing necessarily.

Just as our own plans and priorities are changing so are holiday marketing trends. Some things will be different this year. Some things will be about leaning into trends that have been on the verge for a while. We are fully embracing digital and virtual experiences in lieu of traditional in-person events and so are businesses.

How Holiday Marketing Trends Are Redefining The Holiday

Holiday ads have long been a part of how we experience the season. Someone recently said they know the holidays have started officially when the Hershey’s Kisses are ringing out.

https://www.youtube.com/watch?v=4HtSLF4vlrk

Holiday commercials can set the tone for how we experience the holiday collectively. And with certain restrictions or personal decisions to stay socially distanced this holiday season, brands are using this opportunity to tell our story as a whole.

Have you seen this Etsy commercial? It’s how we’re all feeling. And there’s something effective about knowing that a brand “gets you.”

https://www.youtube.com/watch?v=4o4eMcIe4NA

How Holiday Marketing Trends Are Simplifying

With all the heaviness that we’ve been dealing with this year, so many of us are choosing lighter, simpler approaches to life. We want to focus on what matters, and leave the trappings and stressors behind.

And brands are understanding that so they are doing what they can to make things easier. They are offering suggestions to shop early and online, to avoid the rush and to spread out expenses over time.

They are also incorporating marketing technologies in new ways, to make our experiences easier and hassle free, such as virtual visits with Santa from Chatbooks.

According to a study by Criteo, the pandemic caused many of us to rethink how we do life and make changes to improve our quality of life. Brands would be wise to lean into that, offering simplified gift giving options that support those, such as these gifts for gardeners and gardening kits, that we found on Etsy.

https://youtu.be/v9iaTmHRyKI

How Holiday Marketing Trends Are About Giving first

It’s been a tough year, that goes without saying. And major brands are understanding that finances are tight for many. Even those who may not have been directly impacted, through job loss or other stressors, are feeling uncertain about what’s going to happen in the next year. Part of the simplifying we talked about above is in our spending, which may go down this year for many.

Because they understand this global concern, many brands are putting giving first in their marketing and outreach efforts. As a voice over, I was recently given the opportunity to create this great national commercial with Walmart and Ibotta. Ibotta is giving away free Thanksgiving dinners, simple as that. These are the kinds of campaigns, with heart, that I just love to see, and be part of this time of year.

https://youtu.be/yFCDC9I7r8c

How Holiday Marketing Trends Are Going Digital

Every year, we bemoan it, but we still participate in the chaos that comes with shopping this time of year. We wait in the lines for the major deals on the big items because we deem it worth it in the end.

But this year is different. The lines aren’t worth it. The savings might not be either.

Holiday marketing trends are going digital this year and we have never been more ready for it. Yes, those Black Friday sales can still happen, without the lines, without camping in front of a store, without the crowds! This year, it’s more convenient than ever, with Black Friday deals happening over a period of weeks and online options, with pick up or delivery, available.

Let’s be honest, we’ve been waiting for the world to lean into the digital. And this year, it’s finally time. We can finally shop in our pjs, and still get the deals we crave.

Of course, more digital means more video. Brands are leveraging visual and audio talent to create videos that inspire and educate, helping customers make the most of their online experiences.

How Holiday Marketing Trends Are Highlighting Small Business

With the shut downs, local businesses are leaning on this holiday season to get them through. And for good reason. According to the CNBC report, sixty percent of shoppers plan to do at least some local shopping this year.

And now is their time to compete. Being able to offer online orders, with in-store pickups, just as well as the big box stories, is a huge boost for small business. And virtual personal shopping is on the rise, a service that small businesses can excel at.

Restaurants are getting creative, offering curbside meals and take out options they had never considered before. And it has all of us as consumers drooling. Imagine your holiday meal being catered by your favorite local hang out or watering hole. In the past, it would have seemed crazy, as many restaurants would only cater large events. But now we are getting emails from local places willing to sell you a full course holiday meal at prices similar to a sit-down meal there. Enticing, isn’t it?

Priorities This Holiday Season, More Than Ever

The holidays have always been about slowing down and remembering what’s important, but this year, it feels like we mean it. We are making hard decisions about Zoom Thanksgivings and Christmas, but we know it’s because we are putting the important things first. We can still be together even if it’s not how we thought it would be. And that’s what matters right?

And all of this slow down means more time with the people we live with, who we choose to love and maybe don’t make enough time for. More time together this holiday season is what matters most. And if brands can help us do that even better, we’re grateful.

https://www.youtube.com/watch?v=E658Vbp6zUg

What Makes A Spooky Voice or Sound?

History of Voiceover

Have you ever wondered what makes a voice or a sound spooky? What exactly are the elements needed to make something give you that spine-chilling feeling or that haunting memory that sticks with you?

Well it’s that time of year again. As days get colder, depending on where you are in the world, we start looking toward more chilling entertainment. Whether you’re more of a Great Pumpkin aficionado or a lover of all things horror, now is the time to grab a blanket and indulge.

Before we dive into the elements of the soundtracks of your autumnal entertainment, let’s look at some of the voices that have been iconic when we think of October and spookiness. 

Classic Spooky Voices

  • Boris Karloff

Of course, this is where we had to start. Boris’ voice is about as iconic as it comes for that spooky element. Born in 1887, Boris was an English actor, best known for his roles in early horror and thriller movies from the early days of Hollywood, including Frankenstein in 1931, Bride of Frankenstein in 1935, and Son of Frankenstein in 1939. You’ll see a theme there and he wasn’t just in these Frankenstein movies. He played Frankenstein’s monster. Yes, the Frankenstein monster you’re picturing in your mind, with the deep, dark eyes, angular face and broad forehead. That was Boris, with makeup and costumery, of course. But Boris Karloff was Frankenstein’s monster and still is in many ways. So we had to start here.

Boris made a place for himself in the horror genre, going on to play many varied roles in a great number of films, including The Mummy in 1932. But in a rather endearing twist, one of his most notable voice roles was that of the truly villainous, but relatable lovable, Grinch. 

  • Rod Serling

Don’t know that name? Well, you definitely know that voice. Here let me help you. 

“There is a fifth dimension, beyond that which is known to man. It is a dimension as vast as space and as timeless as infinity. It is the middle ground between light and shadow, between science and superstition, and it lies between the pit of man’s fears and the summit of his knowledge. This is the dimension of imagination. It is an area which we call The Twilight Zone.”

Yes, Rod Serling was not only the voice and host of The Twilight Zone, he was the creator of the popular series. After serving in World War II, Rod returned to the United States and began his career in radio, and then in television, in a number of different roles. 

Although it only lasted 5 seasons, The Twilight Zone has become quintessentially the sound for the strange, ethereal, and unexplainable. Disney used the rights for it’s Twilight Zone Tower of Terror ride in Orlando for many years, in which guests could experience stepping into an episode and hearing from Rod himself.

 

  • Vincent Price

You know that name for a reason. In many ways, Vincent Price picked up the horror film from Boris Karloff, becoming the iconic villain for much of the midcentury. Best known for his film, Tower of London, in 1939, with Boris Karloff, Price went on to play so many iconic bad guys for decades. His was the name you saw plastered across a horror or thriller flick poster and knew you were in for a good one. 

But interestingly, although his name is often synonymous with that genre, his work delved into the heroic as well. He played Simon Templar, the leading crime-solving character in The Saint television series from 1947 to 1951. 

And if you’re a big fan of Vincent Price, did you know he was a gourmet cook and hosted a British television show called Cooking Price-Wise? And he wrote a number of cookbooks with his wife, Mary, that are still available for purchase. So if you need to combine your culinary interests with a nod to classic horror films, you know where to look. 

 

  • Bela Lugosi

Born in Hungary, his full name was Béla Ferenc Dezső Blaskó, but you know him better as Count Dracula. Bela started his career in acting in his native Hungary, but emigrated to Germany and the United States to escape political oppression and upheaval. Before launching into his screen career, Bela worked on Broadway in an adaptation of Bram Stoker’s Dracula. He played the lead role, which prepared him for his most famous role.

In 1931, Lugosi played the first on-screen, in-sound role of Count Dracula. His Hungarian accent lends itself to the Dracula voice you can hear in your head, without even needing to watch a video or hear a recording. All other Dracula voice’s are compared to his.

Much like his predecessors, Lugosi went on to start in a number of other horror films, his accent and success in Dracula leading the way. However, he was often typecast and relegated to minor roles, while others got the leads. 

 

  • Margaret Hamilton

Well my little pretties I must include this lady in our list of iconic spooky voices. Margaret is best known for her betrayal of The Wicked Witch of the West in The Wizard of Oz.

Her legendary cackle and well quoted lines set the bar for all the witches since.

A former schoolteacher, she worked as a character actress in films for seven years before she was offered the role that defined her public image. She suffered a second-degree burn on her face and a third-degree burn on her hand during a second take of her fiery exit from Munchkinland in which the trap door’s drop was delayed to eliminate the brief glimpse of it seen in the final edit.

 

  • Roger L. Jackson

If you’re a fan of modern horror, thriller, suspense films, you know this voice. Although rarely heard, Jackson brings the voice to Ghostface from the Scream films while on the telephone. His is the modern equivalent of the classic voices that came before him.

Unlike his predecessors though, Jackson’s career has spanned a number of roles, even outside of horror and suspense. He was the narrator for Disney’s The Book of Pooh television series and voiced Mojo Jojo on The Powder Puff Girls. 

And depending on your perspective, his role as Mr. Mucinex for Mucinex commercials was either right on cue, or outside the genre. 

 

What Makes Scary Music Scary?

So how about the sound tracks that accompany those iconic voices? We could spend days on that topic but here are a few elements that come together to give you the chills.

When these elements come together, whether in music or basic background sounds, they evoke chills. We feel something. We feel what the producers want us to feel which is fear, terror, or overall discomfort. 

So what are you watching this chilly, chilling season? Are you a classic horror film type or a modern appreciator? Or are you more of the cartoon variety? We’ve got a lot of those to choose from too, from Disney’s The Adventures of Ichabod and Mr. Toad to The Nightmare Before Christmas.

But we will leave you with a clip from one of our personal favorites, whose title character never voices anything. And yet, he’s unforgettable. 

https://youtu.be/TRGkEDADmRU?t=107

 

 

BENEFITS OF A BOOK TRAILER

Audiobooks, Book Trailers, Marketing

The publishing world has changed a lot in the last couple decades. From the introduction of e-readers, and the migration of books to digital, and the rebirth of audiobooks in that new format, plus a tsunami of indie authors, the changes have come fast and furious.

For the indie author, promoting your book can be intimidating.

How do you stand out in the digital crowd? Content comes at light speed, and attention spans are short. And there are a great many authors on the scene, whether in your genre or others. 

One of the better ways to promote your opus is in a video book trailer. Is it going to take time, and maybe some money to make? Sure, but this is a great method to connect the storied medium of writing with your modern age reader. The more crowded the marketplace gets, the more of a challenge it is to snare someone’s attention.

SIX REASONS TO USE VIDEO TO MARKET YOUR BOOK

You may hesitate with this idea because of course one of your best tools is the imagination of a reader. Wouldn’t a video spoil that? The possibility of that should be weighed against the potential benefits. And you’re in complete control over the type and style of the video–you don’t have to make this look like a movie trailer and show direct action from the story! This could be you reading from or talking about the book, video clips, illustrations or anything at all to connect your story to the eyes and ears of the reader. Below are six reasons to make yourself a trailer for this or any of your stories.

  1. Video is everywhere: The statistics back it up, video is the format of the now. By adding visual stimulation to your promotion package in the form of a video you’re increasing your findable links, and also giving people an easy way to make a connection with your work on more than one level. Statistically, people are more likely to purchase something after watching a video, and most people will watch a video to help them make a decision if one is available.
  2. Professional quality says great things about you: Making a good trailer will give other people a great first impression of you as an author and about your work in general. (in addition to the specific book, of course.) We all know how important those initial impressions are and how people are prone to make very quick judgements based on what they see and hear. The number of seconds people will stay on a piece of content is shrinking every year it seems, and you want to put your best video forward to catch those eyeballs. With professional editing and voicing, your work will stand out far more clearly in the sea of content. There are far more bad book trailers than good ones, and making professional choices is just as important for your editing and cover art as it is for this. 
  3. Easily shareable: “Going viral” is a dream of any content producer, but it’s far easier for people to share a video than a pdf or copy paste from a blurb. Most people these days browse on their phones and video sharing is just a couple taps away through all the social networks that the viewer is a part of. For email lists, most programs offer share buttons as a feature when you send out the new content to make sure you make it as easy as possible for your readers.
  4. Improves your website: People tend to stay on webpages longer when they have videos available. Not only can these videos benefit your current book, but are also a great addition to the permanent landscape of your website. However you choose to feature them, these videos can only help you long term.
  5. Text doesn’t always work with mobile browsers: Since most people are on mobile these days, it’s important to remember that whatever you choose to display needs to be as easy as possible for them to see. Sometimes the different ways that websites display on mobile browsers can render your text too small, distorted, or otherwise difficult to read. There are a lot of ways to view the internet on your phone, and they can all alter your text. Frustration and those short attention spans then kick in. And when people are frustrated, they’re a lot more likely to choose to move onto the next thing, no matter how good your book is. 
  6. It’s forever: you can’t really know how much ROI or conversions will happen with this video, but the more good stuff you put out there, the bigger your online “footprint” will be, and the more find-able, and noticeable you will be. Someone who comes upon an author with a stable of well produced clear videos is going to get a great impression of that author and have lots of good stuff to choose from. Plus, it’s easy to find an earlier video later, and have something that didn’t strike a chord the first time swing around and make a much bigger impact later.

HOW TO MAKE A BOOK TRAILER

So if you wanted to make a trailer, how would you go about it? Here are a couple bedrock level tips to get you started on your journey.

  • Target audience: Authors are often told to think about their ideal reader, their target audience. This is important for videos as well. You may be able to pull in a slightly different segment of the population with a video than with a blurb, and consider how that can possibly impact and benefit your reach. 
  • Length: Keep it short and sweet. The longer the trailer the more likely someone is to page away in the middle of it. 60-90 seconds is ideal. It might be hard to make your trailer bite sized, but it’s important to consider the viewer as the most important part of this equation and what they’re most likely to look at and enjoy. 
  • Call to action: Like in all sales pitches, you need to encourage people to take that next step when they finish your video. Make sure you include a clear direction for your viewers to move in, and leave them excited for your book! With accompanying text you can include your websites, other books, email sign ups, and anything else you’d like to connect your viewer to. 
  • Medium change: Keep in mind there is a distinct difference between the movie trailer idea and a book trailer. Movie trailers are showing a small piece of the whole, building up anticipation for the later viewing, whereas book trailers don’t necessarily have to do so. More important is showcasing a glimpse into your book and creating a standalone piece of enticing art. You don’t have to build up to something suspenseful, you can hook your viewer right at the start, and let them get a feel for you and the worlds that you create. You can share as much or as little of the actual content as you want, but the sense of anticipation and interest you can pique is unlimited. 

The single most important benefit of a book trailer is increasing your digital footprint. No matter how well the individual video does, you’re increasing your visibility in a crowded, complex, and constantly changing  marketplace.

Finding The Right Diverse Voice For Political Ads

Casting, Political

When you are producing political ads for your next campaign cycle, it may be time to look for a new voice–or in some cases, new voices.

It’s important to find voices that not only represent your current constituency and likely voters, but also the diversity in your voting area. Using a diverse range of voices, and even some new voices, can keep your campaign fresh and help your message resonate with a greater audience. This is especially true if you are a new candidate or have a new message. Breaking into a community that has historically voted a certain way or for a certain type of candidate can be daunting, but a plethora of voices in your campaign messaging can help you break ground.

Why The Right Voice Matters

But how do you go about finding that voice talent? Here’s the thing. You don’t want to just grab someone from your campaign that looks the part and can maybe pull it off. You need professional talent that can speak consistently throughout your campaign messaging and can deliver your message clearly, concisely, and cleanly in your video ads. 

You also want someone whose voice really reflects the tone that you need in your message. There are positive, upbeat, hopeful political campaign videos that share an exciting view of the future and change to come; and there are negative, attack videos that highlight the reasons not to vote for your opponents. Each message has a very specific purpose. A professional voice actor can help you truly broadcast that purpose in tone and demeanor so that the hearers get it, not just in the words, but in the emotion and connection with the video. 

How To Find A Diversity Of Voice Actors For Your Campaign

Okay, so you get it. You need more voices in your campaign. Maybe there’s a target audience that you want your message to resonate with. Maybe there’s a niche that no one else is talking to. Maybe it’s just time for more voices to be heard. (We certainly think it’s that time.)

There are so many places to find great actors of diverse backgrounds and experiences, if you just go looking. That’s my first suggestion. Be willing to look. Be willing to work with new agents or new organizations. Don’t just keep turning back to the same sources that you always have. If now is the time for change, that starts with small changes—like being willing to hire voices you’ve never hired before. Take a chance. 

Second, I have a number of great resources for you:

  • BlueWave Voiceover is a great place to start for diversity of progressive voices. There’s a database of different voice talents that you can search if you’re looking for something specific. They specialize in working with Democratic and progressive voices. 
  • The African-American Voice Actor Database has been around since 2019 and is a great place to turn if you want to highlight Black voices. Now more than ever, I encourage you to turn here for new voices to liven up your campaign ads. 
  • Voquent has a sample database of non-binary voices, which are not only under-represented, but according to this article, bring a certain distinctive quality that can perk up a listener’s ears and help them tune in a little longer. 
  • If that wasn’t enough, here’s a spreadsheet developed by Edward Hong that showcases literally hundreds of BIPOC voice talent with a wide range of accents and native languages.  

Choosing a Millennial Voice 

The millennial vote has been a topic of much discussion over the last number of election cycles. It’s a politically active and engaged generation that has recently begun aging from the “youth” vote to the young professional vote, with growing families. While their engagement continues, their concern for the future, for the sake of their children and their careers, grows. On one hand, millennials have now peaked in their numbers of electorate voters, with GenZ now the up and comers. 

But now is not the time to overlook the Millennial voice. As mentioned, Millennials are very engaged in the world around them and many times are not necessarily beholden to one candidate, but rather to a cause or a message, according to this article. Speaking to their concerns, in a Millennial voice, can be a way to connect with that voter base and help them see that your cause is their cause. 

Furthermore, while the numbers aren’t growing in those now eligible to vote by turning 18 (as we leave that to GenZ), there is a bump in growth in naturalized Millennials becoming citizens. In other words, the Millennial electorate is becoming more diverse. And the Millennial voice is therefore becoming more diverse. Have I convinced you yet that now is the time to hire from the databases I shared above?

Is It Just Acting?

 

 

When it comes to politics, we all have our own convictions on particular issues and particular candidates. So as I mentioned above, there are certain databases where you can find actors who work specifically with one type of political leaning or the other. 

On the other hand, you will find some actors say that it’s acting and they are equal opportunists. Here’s an interview from the Today Show with a couple of voice actors who worked on national campaigns in the 2016 and prior. This article makes the same argument. 

However you will note that the hook of these articles is “here are the voices you’ve always heard but didn’t know.” That’s fine and rather interesting. 

But I want to make a different plea. Maybe it’s time for the voices you’ve always known but haven’t heard. Maybe it’s time to shake things up. It may take some time to find a voice actor who connects with your viewpoints, while reflecting the diversity that your campaign needs, but that time is a worthy investment. There are a wide range of voices in every camp. It’s time to find them and hire them. They deserve it, and we want to hear from them.