Archive: January 29, 2013

Washington Post to Move into Online Videos

Traditional media outlets and publishing houses are finding answers to declining print circulation and advertising revenue by investing in video production.

Recently, another organisation using online video to increase user engagement is The Washington Post. The Post announced at the beginning of the year that investment in video-production would result in a dedicated online political video channel.

“Substantial” resources will be assigned to this venture to create more than 30 hours of programming each month.

In recent years online publications have struggled to raise revenue through advertising since content-marketing has been more successful. However, an increase in video usage provides an opportunity for publishers to increase their online audience.

If this is successful, The Post can then re-evaluate its advertising model to see whether sponsored messages attached to these videos are enough to boost advertising revenues.

For more information on creating an online video-marketing campaign for your business, call 020-3286-4570 or use our contact form to tell us about your project.

3 Essential Ingredients for Video-Tutorials that Increase Sales

Smart companies now market their services “under the radar” by publishing high quality content that their prospects can use to make a decision.

And if 2012 was the year of main-stream companies blogging, creating infographics and content-downloads, 2013 is the year of the video.

Large companies are not using video-marketing to increase sales and customer engagement. Just before Christmas, the Carphone Warehouse announced plans to create more online video tutorials to provide advice to customers researching phones.

Should you be doing something similar for your business though? Would video-tutorials be the best format for your corporate videos?

Here are some questions to help you decide:

Can you help customers in the pre-purchase phase?

Carphone Warehouse know a lot of pre-purchase research done online. As much as 70% of their store purchases begin with research online.

As a result the company is actively targeting customers ahead of their purchase.

Companies often make the mistake of targeting their marketing at a much later stage, when customers know what they want and just need to pick a retailer for the purchase.

This is a missed opportunity to increase the reach of your marketing.

What is the pre-purchase phase in your business? Do customers spend time researching the solution in general before narrowing it down to a particular vendor?

In the B2B industry of software, many technology companies provide online video demonstrations because they know businesses spend time researching solutions before approaching vendors for proposals.

Creating video tutorials for this stage in the sales cycle puts your company front and centre in your prospect’s mind when picking suppliers for the short list.

Will your videos provide independent value?

Independent value means your videos have to be useful even if your customer never buys from you.

It’s what separates companies that have built large and engaged audiences, and companies that simply cannot get people to watch or share their videos.

In the Carphone Warehouse example, a video that simply sells the benefits of buying a particular model through the company will easily be detected as an advert.

Its credibility and trust in the content decreases.

Video-tutorials that focus on a range of phones suitable for international students, or the features you need if you’re interested in using the internet abroad are much more useful.

At the end of the video, you can provide a call to action to browse products on your site, but the promotion is secondary to the independent value.

Ignore the independent value rule and your prospects will ignore your marketing.

Can you disguise your advertising (for best results)?

Savvy consumers can smell advertising a mile off.

The recent uproar after media outlet The Atlantic made a huge mistake with native advertising shows what can happen if you under-estimate your audience’s awareness of what is and is not-advertising.

Some of the most famously successful advertising campaigns were based on long tutorials with no prominent offer.

The below advert looked like a regular informative article. It was used in the New York times and famously attracted 10,000 responses. The offer was buried deep in the copy.

Why did it work so well?

Well it embodies all of the above 3 points:

  • It targeted customers in the “pre-purchase” phase

  • It had independent value

  • It didn’t look like an advert

For more information on creating tutorial videos as part of your video-marketing campaign, contact us on 020-3286-4570 or email: hello (at)  flycreative.co.uk

Why Video-Marketing Increases Travel Sales for Companies like Orbitz

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If you’re a hotel, leisure facility or a tourist board, your marketing has to make a compelling argument to persuade customers to choose you. And with the presence of multiple travel forums such as Trip Advisor, customers want more than just advertising.

Travel customers want an honest picture of their future holiday.

Reviews, referrals and photos are very persuasive.

But smart travel companies are using video-marketing campaigns to show travellers and tourist whet they can expect when they arrive on their holiday or business trip. With video-marketing it is much easier for your customer to imagine themselves spending time at your resort or facility.

Travel Bookings Increased 45% and 74%

Travel company Orbitz are investing in a series of videos which show off their destinations including Ireland, the Cayman Islands and most recently upstate New York.

And the investment is worth it.

Their numbers show that 45% of leisure travellers and 74% of affluent travellers book travel after viewing online videos.

Orbitz is just one company that is following the increasing trend to add video marketing into their digital content marketing campaigns.

So why does video marketing work so well for travel companies and tourism boards?

Video Marketing Brings Subtle Beauty to Life

Cinematic-quality videos (like the ones we make at fly creative 🙂 ) capture so many more subtle selling points that are harder to explain to potential customers verbally or in a brochure or leaflet.

A great sales representative might be able to describe the peace and tranquility of a visit to upstate New York, but a sweeping panoramic shot of a lake, or the dramatic qualities of a local street festival actively transports your customers there.

A Faster Emotional Connection

Within seconds a video can have a physical and emotional reaction on your viewer. That ability to capture and keep attention is why corporate companies like Orbitz (and others) are investing in video-marketing campaigns.

The corporate videos planned by Orbitz are designed so that customers are encouraged to have an emotional reaction.

These videos are not about simply providing the facts of the resort or location, they are shot to encourage travellers to feel something. For example:

  • Calm and tranquil
  • Excited by potential adventures
  • Excited about escaping the grind
  • Hope and optimistic about the upcoming trip

In brochures, copywriting and image placement are used to evoke these kinds of reactions.

But you’re counting on people to read all of your text.

With a corporate travel video you can have your audience emotionally hooked within the first second.

Repetition Reinforces and Anchors Customer Desire

Visuals are powerful motivators. People will often keep photos of a car they want to own, a holiday destination they’d like to visit, or clothes they’d like to buy.

This visual stimulation reinforces our desire for that object. It keeps us focused on what we want and reminds us of how we imagine we will feel when we own it or when we travel to that place.

Video multiplies that effect.

The best corporate videos or branded video-content, are designed so that your customer WANTS to watch the video again and again.

That’s one of the reasons video-marketing campaigns for the travel industry are so successful. Each time they watch your corporate video they are  become more emotionally attached, their desire for the experience increases and you’re more likely to experience an increase in enquiries and booking as Orbitz has found.

At FlyCreative, we can design, produce and deliver this style of corporate video for you. If you want to chat more about how video can help your digital-marketing campaigns, please get in touch!