Video Marketing - Phil Schulz

Marketing Multi-Family Properties with Web Video

WHAT IS TURN HERE ?

Producer of web-based short-form video content designed to inspire consumers to:

DO something

GO somewhere

SEE something

BUY something

Signature style

Visible, first-person, non-actor narrator to heighten authenticity and believability

Fast-paced for Internet consumption

High quality, low cost

Geographically distributed, independent filmmaker network

Source: Nielson/NetRatings, March 2006 VIDEO-ENABLED TECHNOLOGY CATCHES ON

Broadband penetration growing at more than 25% annually

2000 2008 QUALITY PRODUCTION MORE AFFORDABLE

New technology and models have slashed production costs

Production crew Camera Sound equipment Lighting kit Editing software Computer TOTAL $500 $3,000 $750 $2,000 $750 $1,500 $8,500 Production crew Camera Sound equipment Lighting kit Editing station Post production crew Post editing studio time TOTAL $1,500 $75,000 $3,000 $5,000 $50,000 $3,000 $1,500 $139,000

VIDEO POPULATES THE WEB

The YouTube phenomenon

Total videos uploaded as of March 2008: 78.3 Million

Videos uploaded per day: over 150,000

Source: Digital Ethnography, March 2008

USER INTEREST IN WEB VIDEO ON THE RISE

One in four Internet users watch online videos weekly or more often

Source: Online Publishers Association, March 2006

ONLINE VIDEO – A COST EFFICIENT WAY TO REACH YOUR MARKET

70 million Web sites – each one a video channel

"In total," ComScore said, "138 million Americans -- approximately three in four U.S. Internet users -- viewed online video in November [2007].”

"Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales. … The results show that there are clear ROI advantages to placing video ads.” - Rick Bruner Research Director, DoubleClick; March 2007

*Information Week Online, January 2008 : http:// www.informationweek.com/news/showArticle.jhtml?articleID =205901461

DRIVE TRAFFIC AND SALES Source: Kelsey Group User View Study 2007 Source: Online Publishers Association, March 2006 24% Made a purchase 30% Consumers went to the store 55% Consumers visited the web site After Viewing an Internet Video 17% Clicked on a pop-up or text link 33% Used a search engine to get more information 40% Visited a Web site mentioned in the video 40% Clicked on one of the “related links” Action Taken From Viewing Online Video

ADVERTISER INTEREST IN VIDEO GROWING

Online video ad spending to grow over 60% per year through 2010

Source: eMarketer, November 2006

GOOD CONTENT IS KING!

What makes a great web video?

Strong character: Who is appearing on camera? Are they funny, animated, interesting, charismatic, likeable, trustworthy?

Good Lighting: Save time and $ by using natural light. Well lit locations with the right backgrounds. Dark faces, dark places and dark settings do not work.

Good Sound: Audio is central. Background noise, echoes, can muck it up.

Motion: People in motion are a better alternative to talking heads. Sit down interviews have their place but long talking-head diatribes are deadly.

Shoot plenty of related, insightful and fun b-roll: Beauty shots, action, people, city/street scenes, details, etc.

WHAT MAKES A GREAT WEB VIDEO More Visuals: Add archival, pictures and graphics work, if it gives you a fun break from video speeches or gives the piece depth. Pacing is crucial: Whereas TV is a "lean back" experience, web video is "lean forward" and viewers are expecting to be constantly engaged. Web video must be well-paced or your viewer may click elsewhere. A strong story: Include a narrative, no matter the subject. The Grabber: Each video should include one insightful or personal shot or line; the hook, the grabber. People being real and personal: Not canned, overly scripted or over-prepped. Authentic messages are the key.

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