Marketing with Online Video: Premiere Global Studios

Video as a Marketing Tool
March 18, 2010
www.pgi.com

Who is PGi?
“This is PGi”
A global B-2-B provider of meeting services (audio and web conferencing)
Founded in 1991
Annual revenue - $600M
PGi customers - 90% of Fortune 500 companies
Headquartered in Atlanta - Operating in 24 countries with major offices in London, Tokyo, Sydney, New York, Chicago and Paris.

Beth St. Paul – Director of Video
“PGi Studios Trailer”
Affiliate sales and marketing - NBC, CNBC, and FUSE networks
Director’s Guild of America - Assistant Director Training Program
Director of PGi Studios: Internal agency designed to develop and execute PGi’s visual strategy

The Challenge: “How?”
How couldPGi, a B-2-B communications company, with a traditional direct sales distribution method enhance its online presence and sales messaging for both SMB & enterprise customers?
How could PGi provide a better customer care experience?
How could PGi tell its own brand story and provide product information for its customers; thereby increasing online sales & awareness of PGi?

Why Video?
“SAP Success”
Competitive Differentiation
Impact for Both Direct & Online Sales
Domestic & International Usage

Implementation Strategy:
Use PGi.com as the main distribution outlet.
Follow the structure of the website to help create video content:
Template A Value Proposition
Template B Customer Testimonial
Template C Application Video
Create an area on the website dedicated to video
Plan so that the videos being created scale for:
Multiple uses across PGi – sales, marketing, IR, customer care,
corporate communication and international

PGi Video Results:
(Google Analytics; Jan. 2010)
95.67%
of visitors to the PGiTV homepage went on to look at other PGi.com pages
Key Take Aways:
1. On average, the numbers of page views per visit is 287% higher for video viewers.
2. On average, time spent on site is 344% higher for video viewers.
3. Browsers who view videos are 98% less likely to leave the site without viewing additional content.
Videos are extremely sticky, those who engage in viewing a video are far more likely to continue exploring the site.

Video Recommendations:
Define clear goals for a “visual” plan
Reviewdistribution & usage as part of the plan development
Invest in a secure, reliable hosting solution (Don’t try to do this yourself!)
Think about a visual strategy in terms of the entire organization; all departments; domestic and international usage
Review different production strategies as part of your planning process (i.e. internal management with outside production staff or internal production
resources etc.)

Marketing with Online Video: Premiere Global Studios

by Brightcove on Mar 22, 2010

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Marketing with Online Video: Premiere Global Studios — Presentation Transcript