InterACT 2010:
Social Media Does Not Change Marketing Basics – Part 4
Part Four – Video Opportunities
Click Here for Part 1, 2, 3 & 5
By C. Clint Bolte, C. Clint Bolte & Associates
Perry Lawrence, president of the Video Marketing Association, describes the Web hierarchy as being Web 1.0 – a flat brochure, Web 2.0 – email, and Web 3.0 – interactive video. While this may not be the more colloquial technology definition of the various Web levels, it does suggest the upscale transitions for interactive communications. In discussing SEO – search efficiency optimization – Lawrence claims, “Google likes video much more than text.” With their recent purchase of YouTube, it would make sense that Google would be tying video into their search criteria. Lawrence also has a consulting URL, www.askmrvideo.com, which helps newbies get started in generating their own videos.
David Harbour, a REMax realtor in Washington D.C., presented several examples of how he is using videos to market his practice to clients interested in D.C. real estate, but located some distance away. He advises adding a video to your firm’s periodic e-newsletter. “Also always offer Skype meetings” as a preferred improvement in customer service,” he remarked.
Harbour feels that video testimonials on your Web site automatically elevate your URL above the mundane. The video commercial is quickly replacing the elevator speech of telling a prospect about your service in only a minute or two. The ideal video length is 2-3 minutes and must always include a “call to action;” give us your email address for additional information or download the white paper for more detailed implementation ideas.
“Studio video capability is simply not necessary,” according to Harbour. “Nor is a written script,” opined Lawrence. When you are speaking in your core competency, the only scripting needed is an outline of points to be covered. Don't worry about not sounding as smooth as the 6:00 o’clock news anchor. Be yourself and enjoy a few sloppy successes. Harbour added that with the experience of doing only two or three videos you quickly develop your video voice and an obvious (to the observer) comfort level.
The Jing Pro Help Center (www.jingproject.com) provides step by step advice in preparing videos for uploading to YouTube. For example, be sure that you record videos in MPEG4-AVC format. YouTube does not support SWF video format.
Lawrence concluded, “Cover only one topic per video.” Include a few key words, a challenge or two, a problem resolution, and the call to action. Harbour concluded by reiterating that videos are excellent customer service tools without regard to their obvious selling assistance.
In-plant take aways: The key strength of virtually every leading in-plant is its customer service. Clients know that the in-plant will hold their hand and resolve virtually any graphics imaging issues whether it be pre-flighting files, sending files to the FTP site or answering questions about Postal regulations. Helping clients prepare personal videos that might be promoting an upcoming departmental event is another prime example of an expertise that the in-plant can develop.
The in-plant could start by having their own customer service or management personnel prepare a select few instructional videos on how to update your departmental Web site with current information. When the client sees how much the visual aid helps their own understanding of the topic, they will be recruiting the in-plant to help them prepare an informational video.
Hotels.com Multi-Channel Marketing Case Study
Vic Walia, senior director of North American Brand Marketing for Hotels.com, presented the evolution of their company’s successful marketing study and strategy. Hotels.com is part of the on-line travel bookers industry, which is a definite commodity category. Competitors include Expedia, Travelocity, and Priceline with Hotels.com being the lowest spender in the group.
1). They first identified their target customer as being 39-49 years old with a propensity to travel – business or pleasure.
2). They came up with five elements of differentiation to establish their value proposition for their targeted market;
a. Loyalty program called Welcome Rewards equating to 1 free night for every ten paid nights. Any number of different trips and/or hotels can be used to accumulate the 10 paid nights.
b. A toll free phone line (800-2-hotels) operates 24/7 with access to listings and reservations at 85,000 hotels. While booking can be made on line, they feel that clients want access to a person.
c. Risk free booking policy
d. Lowest price match guarantee
e. Customer review capability. More than a million client reviews of their hotel experience are available on line.
3). They next chose media channels where there competition was not advertising, such as;
a. Advertising in major airports,
b. Shuttle buses to/from airport parking,
c. On flight airline magazines (partnership with American Airlines),
d. Hang tags from the rear view mirror of rental car (Hertz partnership),
e. On coffee cups and cup sleeves at the airport, and
f. News video advertising targeting business travelers in hotel elevators.
4). The clay cartoon character, “Smart,” was chosen not as the spokesman for Hotels.com but rather an advocate for the Hotels.com experience. He appears in all printed, URL, television, and video advertisements.
5). Augmented Reality (AR) videos were prepared on the 10 most popular cities in the United States to visit and vacation. By going to virtualvacay.com the prospective customer can view and “experience” each of these metropolitan meccas before making reservations. The Hotels.com marketing team was delighted to see that the average visitor to the augmented reality website was spending eight minutes there.
However, the expanded and future use of augmented reality is on hold because the bounce rate was too high. It turns out that most customers do not have webcams, which are necessary to interact with the AR videos.
Walia feels that the continued advancement of smartphones will add to the utility and practicality of AR. He hopes that the future smartphone capability includes a prospect holding his phone up to a hotel and the room rate is retrieved.
In conclusion, InterACT 2010 presented case studies and principles on the use of the variety of social media in supporting your client’s branding and marketing efforts. Social media is a growing tool used by customers to get access to yet control specific information, which they want. The interactivity is creating a dialogue with customers.
Surveys indicate that customers still trust their printer and ad agency to help them learn about these new tools and how to apply them as an integral part of their marketing campaigns. Initially printers will have to hire consultants to teach them the ropes. But the learning curve, as expressed by numerous InterACT 2010 presentors, can be quick, exciting, and lead to new business.
C. Clint Bolte is with C. Clint Bolte & Associates, Chambersburg, Penn.
Click Here for Part 1, 2, 3 & 5