Online Video - Great Ads For The Little Guy

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This is the presentation that TurnHere gave at the 2008 Kelsey Group conference. Titled "Great Ads for the Little Guy" it's the top 25 learnings we gleaned from creating more than 10,000 online videos for small businesses across the country.

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Online Video - Great Ads For The Little Guy

  1. 1. Great Ads for the Little Guy [email_address]
  2. 2. 25 25 things we’ve learned about small business video
  3. 3. 1) The Anti-Super Bowl Ad Built for the long tail and the long haul. <ul><li>Targeted </li></ul><ul><li>Relevant </li></ul><ul><li>Informational </li></ul><ul><li>Evergreen </li></ul><ul><li>Targeted </li></ul><ul><li>Relevant </li></ul><ul><li>Informational </li></ul><ul><li>Evergreen </li></ul>
  4. 4. 2) Killer Product for YPs Video represents the best opportunity Video represents the best opportunity As print revenues decline YPs are looking for high-margin growth areas online. for growth and margin.
  5. 5. 3) SMB's Love Online Video 11,000 + 11,000 + Custom Productions Custom Productions The affordable nature of online video, combined with the results seen by SMBs is driving adoption of video by firms traditionally shut out of television advertising.
  6. 6. 4) Cycle Time is Everything <ul><li>Creative process must align with YP sales business cycles </li></ul><ul><li>Customer education and coaching spur faster shoot times </li></ul><ul><li>Sales support = fulfillment </li></ul><ul><li>Exceptions in scheduling and production create nightmare if not managed </li></ul>
  7. 7. 5) Put That Camera Away Professional script and voiceover can create same compelling content for camera-shy owners. camera shy camera shy Some business owners are
  8. 8. 6) Recession Advertising effective measurable affordable In tough economic times video represents a cost-effective, measurable advertising solution that works. effective measurable affordable Small business’s get results with online video.
  9. 9. 7) Scheduling is the Black Box <ul><li>50% </li></ul><ul><li>People who reschedule their first appointment </li></ul><ul><li>4.5 </li></ul><ul><li>Average calls needed to set the first appointment </li></ul>50% 4.5
  10. 10. 8) Custom Beats Stock Custom productions create more engagement & action than stock products
  11. 11. 9) They Work 24% 55% 30% 32% Source: TurnHere and partner research 32% Increase in clicks around video content 30% Users who visited a physical place of business after watching video 55% Users who visited a web site after watching video 24% Users who made a purchase after watching video
  12. 12. 10) Ads That Are Not Ads <ul><li>88% </li></ul><ul><li>People who DVR </li></ul><ul><li>past television ads 1 </li></ul><ul><li>80% </li></ul><ul><li>People who watch </li></ul><ul><li>TurnHere video </li></ul><ul><li>to the end 2 </li></ul>88% 80% <ul><li>Piper Jaffray & Co. Online Media Survey </li></ul><ul><li>TurnHere Partner Research </li></ul>Videos that work on the web fill a specific need. They are believable, packed with facts and easily found.
  13. 13. 11) Trust Me. I’m a __________. Video creates trust. Video advertising has succeed by building emotional connections between people and brands. Video creates trust. Online video reduces uncertainty to the point where customers feel comfortable connecting with you.
  14. 14. 12) What types of businesses love video? Restaurants Dentists Auto Repair Plumbers Movers Limo service Home repair Attorneys Hair salons Veterinarians Car dealers Florists Insurance Bars & Nightlife
  15. 15. 13) Engaged Trumps Branding <ul><li>Television </li></ul><ul><li>Paid actors </li></ul><ul><li>Scripted dialogue </li></ul><ul><li>Generic messages </li></ul><ul><li>Studio shoots </li></ul><ul><li>Hard sell </li></ul><ul><li>Online Video </li></ul><ul><li>Business owner </li></ul><ul><li>Interview-driven </li></ul><ul><li>Inspiring passion </li></ul><ul><li>On location </li></ul><ul><li>Information & call to action </li></ul>
  16. 16. 14) Local Producers with Local Sensibilities authentic regional feel Local producers paired with local business owners capture an authentic regional feel that can't be replicated any other way.
  17. 17. 15) It’s Gotta Be Easy Small business owners don’t have time to waste. <ul><li>Quick shoot – 90 minutes max </li></ul><ul><li>1 filmmaker crew </li></ul><ul><li>Shot while the business is open </li></ul><ul><li>No preparation needed </li></ul><ul><li>Online preview and approval </li></ul>Small business owners don’t have time to waste.
  18. 18. 16) Vanity is Part of the Package <ul><li>Make the business owner the hero </li></ul><ul><li>Manage expectations upfront </li></ul><ul><li>Reduce their fear </li></ul>“ I’m getting my hair done tomorrow, can we reschedule?” “ Can we shoot me so you can’t see my bald spot?”
  19. 19. 17) One-off Production Shops Don’t Scale Anyone can make 10 videos. 11,000 requires an efficient platform 11,000 requires an efficient platform <ul><li>Coordinating 100+ shoots per day </li></ul><ul><li>Large scale asset management </li></ul><ul><li>Large scale transcoding and delivery </li></ul><ul><li>Customer service coverage </li></ul>
  20. 20. 18) Filmmaker Coverage is Tough Deliverance, Georgia? Getting a filmmaker in New York City is easy, but what about Deliverance, Georgia? Consistency across the network is the key.
  21. 21. <ul><li>Anyone can create a database. </li></ul><ul><li>Network vitality is driven by work opportunities and training </li></ul><ul><li>Centralized stylistic and technical standards ensure consistent quality and brand adherence </li></ul>19) You Need a Trained Network
  22. 22. 20) Total Transparency Passing off your customer to a 3 rd party shouldn’t be done carelessly. <ul><li>Channel partners need insight in to fulfillment status and product success. </li></ul><ul><ul><li>Cycle time </li></ul></ul><ul><ul><li>Scheduling metrics </li></ul></ul><ul><ul><li>Project-level detail </li></ul></ul><ul><ul><li>Delivery volume </li></ul></ul><ul><ul><li>Order metrics </li></ul></ul><ul><ul><li>Trend information </li></ul></ul><ul><li>On demand and in real-time. </li></ul>Passing off your customer to a 3 rd party shouldn’t be done carelessly.
  23. 23. 21) Executive Buy-in Critical Sales leadership must make video a priority Video-specific goals and incentives are a strong motivator Leverage production partner co-marketing programs Reinforce message regularly
  24. 24. 22) Train, Baby, Train. <ul><li>Sales training is critical </li></ul><ul><li>Builds confidence which breeds sales </li></ul><ul><li>Make selling easier by providing sales tools </li></ul><ul><li>Stay top of mind with the sales force </li></ul>
  25. 25. 23) Distribution Drives Success <ul><li>Video content is portable </li></ul><ul><li>Leverage existing audiences online </li></ul><ul><li>Go vertical for relevant eyeballs </li></ul><ul><li>Utilize best practice tactics to ensure visibility in search and video platforms </li></ul>
  26. 26. 24) Video Search Ranks #2 in Search YouTube is now the number two search engine by search query volume. Video has become a dominant content format online. Source: comScore , October 2008 <ul><li>Google </li></ul><ul><li>YouTube </li></ul><ul><li>Yahoo! </li></ul>
  27. 27. 25) Everyone Loves a Winner Businesses increasingly look to video as core component of successful online marketing. Video-Enabled Small Businesses 2007-2012 Source: Kelsey Group, 2008 Source: eMarketer, 2008 Total US Online Video Ad Spend 2007-2012 ($mm) Businesses increasingly look to video as core component of successful online marketing.
  28. 28. Get this deck. [email_address]

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