Video Marketing - Phil Schulz


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Video Marketing - Phil Schulz

  1. 1. Marketing Multi-Family Properties with Web Video
  2. 2. WHAT IS TURN HERE ? <ul><li>Producer of web-based short-form video content designed to inspire consumers to: </li></ul><ul><ul><li>DO something </li></ul></ul><ul><ul><li>GO somewhere </li></ul></ul><ul><ul><li>SEE something </li></ul></ul><ul><ul><li>BUY something </li></ul></ul><ul><li>Signature style </li></ul><ul><ul><li>Visible, first-person, non-actor narrator to heighten authenticity and believability </li></ul></ul><ul><ul><li>Fast-paced for Internet consumption </li></ul></ul><ul><li>High quality, low cost </li></ul><ul><ul><li>Geographically distributed, independent filmmaker network </li></ul></ul>
  3. 3. Source: Nielson/NetRatings, March 2006 VIDEO-ENABLED TECHNOLOGY CATCHES ON <ul><li>Broadband penetration growing at more than 25% annually </li></ul>
  4. 4. 2000 2008 QUALITY PRODUCTION MORE AFFORDABLE <ul><li>New technology and models have slashed production costs </li></ul>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
  5. 5. VIDEO POPULATES THE WEB <ul><li>The YouTube phenomenon </li></ul><ul><li>Total videos uploaded as of March 2008: 78.3 Million </li></ul><ul><li>Videos uploaded per day: over 150,000 </li></ul><ul><li>Source: Digital Ethnography, March 2008 </li></ul>
  6. 6. USER INTEREST IN WEB VIDEO ON THE RISE <ul><li>One in four Internet users watch online videos weekly or more often </li></ul>Source: Online Publishers Association, March 2006
  7. 7. ONLINE VIDEO – A COST EFFICIENT WAY TO REACH YOUR MARKET <ul><li>70 million Web sites – each one a video channel </li></ul><ul><li>&quot;In total,&quot; ComScore said, &quot;138 million Americans -- approximately three in four U.S. Internet users -- viewed online video in November [2007].” </li></ul><ul><li>&quot;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 </li></ul>*Information Week Online, January 2008 : http:// =205901461
  8. 8. 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
  9. 9. ADVERTISER INTEREST IN VIDEO GROWING <ul><li>Online video ad spending to grow over 60% per year through 2010 </li></ul>Source: eMarketer, November 2006
  10. 10. GOOD CONTENT IS KING! <ul><li>What makes a great web video? </li></ul><ul><li>Strong character: Who is appearing on camera? Are they funny, animated, interesting, charismatic, likeable, trustworthy? </li></ul><ul><li>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. </li></ul><ul><li>Good Sound: Audio is central. Background noise, echoes, can muck it up. </li></ul><ul><li>Motion: People in motion are a better alternative to talking heads. Sit down interviews have their place but long talking-head diatribes are deadly. </li></ul><ul><li>Shoot plenty of related, insightful and fun b-roll: Beauty shots, action, people, city/street scenes, details, etc. </li></ul>
  11. 11. 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 &quot;lean back&quot; experience, web video is &quot;lean forward&quot; 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.
  12. 13. WATCH OUT FOR PITFALLS <ul><li>Rights clearances (appearance, music, location) </li></ul><ul><li>Production budgets </li></ul><ul><li>Timelines </li></ul><ul><li>Quality control </li></ul>
  13. 14. DISTRIBUTION - THE OTHER HALF OF THE EQUATION <ul><li>You have great content, now what do you do with it? </li></ul><ul><ul><li>Add video to websites/blogs </li></ul></ul><ul><ul><li>Video indexing sites </li></ul></ul><ul><ul><li>Listing aggregators </li></ul></ul><ul><ul><li>Email marketing campaigns </li></ul></ul>
  14. 15. VIDEO ENGAGEMENT <ul><li>Add video to your website </li></ul>
  15. 16. VIDEO INDEXING SITES - BROAD DISTRIBUTION <ul><li>Search Engine Integration: Load videos into all the major search engines with key words and meta tags. </li></ul>
  18. 19. DISTRIBUTION THROUGH AGGREGATORS <ul><li>TurnHere and MyNewPlace providing web video to the multifamily market. </li></ul><ul><li>Offering different levels of production to fit all needs. </li></ul><ul><li>Delivering a cost efficient marketing tool and distribution platform. </li></ul>
  19. 22. Thank You! Phil Schulz Director of Sales TurnHere, Inc. [email_address] 510.658.9292 x147
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