Online Video - Great Ads For The Little Guy

Great Ads for the Little Guy [email_address]

25 25 things we’ve learned about small business video

1) The Anti-Super Bowl Ad Built for the long tail and the long haul.

Targeted

Relevant

Informational

Evergreen

Targeted

Relevant

Informational

Evergreen

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.

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.

4) Cycle Time is Everything

Creative process must align with YP sales business cycles

Customer education and coaching spur faster shoot times

Sales support = fulfillment

Exceptions in scheduling and production create nightmare if not managed

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

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.

7) Scheduling is the Black Box

50%

People who reschedule their first appointment

4.5

Average calls needed to set the first appointment

50% 4.5

8) Custom Beats Stock Custom productions create more engagement & action than stock products

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

10) Ads That Are Not Ads

88%

People who DVR

past television ads 1

80%

People who watch

TurnHere video

to the end 2

88% 80%

Piper Jaffray & Co. Online Media Survey

TurnHere Partner Research

Videos that work on the web fill a specific need. They are believable, packed with facts and easily found.

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.

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

13) Engaged Trumps Branding

Television

Paid actors

Scripted dialogue

Generic messages

Studio shoots

Hard sell

Online Video

Business owner

Interview-driven

Inspiring passion

On location

Information & call to action

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.

15) It’s Gotta Be Easy Small business owners don’t have time to waste.

Quick shoot – 90 minutes max

1 filmmaker crew

Shot while the business is open

No preparation needed

Online preview and approval

Small business owners don’t have time to waste.

16) Vanity is Part of the Package

Make the business owner the hero

Manage expectations upfront

Reduce their fear

“ I’m getting my hair done tomorrow, can we reschedule?” “ Can we shoot me so you can’t see my bald spot?”

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

Coordinating 100+ shoots per day

Large scale asset management

Large scale transcoding and delivery

Customer service coverage

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.

Anyone can create a database.

Network vitality is driven by work opportunities and training

Centralized stylistic and technical standards ensure consistent quality and brand adherence

19) You Need a Trained Network

20) Total Transparency Passing off your customer to a 3 rd party shouldn’t be done carelessly.

Channel partners need insight in to fulfillment status and product success.

Cycle time

Scheduling metrics

Project-level detail

Delivery volume

Order metrics

Trend information

On demand and in real-time.

Passing off your customer to a 3 rd party shouldn’t be done carelessly.

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

22) Train, Baby, Train.

Sales training is critical

Builds confidence which breeds sales

Make selling easier by providing sales tools

Stay top of mind with the sales force

23) Distribution Drives Success

Video content is portable

Leverage existing audiences online

Go vertical for relevant eyeballs

Utilize best practice tactics to ensure visibility in search and video platforms

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

Google

YouTube

Yahoo!

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.

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