In this episode of Creatives Grab Coffee, Anthony Madani from Up Media (Vancouver, Canada) discusses his journey from animation into video production, and shares strategic insights on how focusing on healthcare and technology niches has accelerated his business growth. Anthony dives deep into the process of becoming a certified B Corporation, highlighting how aligning with purpose-driven initiatives and social impact projects attracts ideal clients. He also explores effective client communication, using detailed proposals and case studies to win trust, along with the value of reciprocity-driven networking. Additionally, Anthony reflects on the role of AI in video production, emphasizing its potential as a powerful tool rather than a threat. This episode provides actionable advice and valuable perspectives for filmmakers and marketers aiming to sustainably grow their video production businesses.TIMESTAMPS00:00 - Episode Introduction and Guest Welcome02:38 - Guest Bio: Anthony Madani from Up Media02:46 - Anthony’s journey from animation to video production04:38 - Early experiences and the shift from passion projects to corporate work07:01 - The importance of exploring diverse industries when starting out07:57 - Niching into healthcare and technology sectors08:46 - Positioning as an industry expert without limiting new opportunities10:20 - Using targeted case studies to attract ideal clients14:39 - Organic process of identifying and growing a niche15:48 - Advantages of becoming a Certified B Corporation (B Corp)17:39 - The in-depth process and benefits of obtaining B Corp certification23:45 - How being a B Corp impacts lead generation and client relationships26:24 - Strategic approach to selecting ideal client leads27:56 - Creating effective case studies to showcase results and expertise31:36 - Importance of thoughtful, detailed proposals over rushed quotes41:42 - Benefits and strategies for creating behind-the-scenes content44:41 - Effective networking tips and building genuine reciprocity54:24 - Leveraging AI to enhance video production quality and efficiency01:07:16 - Future vision for Up Media and operational improvements01:09:40 - Strategies for managing client delays and keeping projects on track01:20:46 - Importance of clear proposals and transparent client communication01:27:31 - Origin story behind the name “Up Media”01:28:55 - Closing Remarks and Final ThoughtsSPONSORS:Canada Film Equipment: www.CanadaFilmEquipment.comAudio Process: www.Audioprocess.ca🎵 Spotify: https://open.spotify.com/show/2vHd8BdbkMQITFZmDJ0bo9🍏 Apple: https://podcasts.apple.com/ca/podcast/creatives-grab-coffee/id1530864140 🎞️Produced by LAPSE PRODUCTIONS – https://www.lapseproductions.comTo learn more about the show, visit: https://www.creativesgrabcoffee.com/

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