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Jeff Perkins
Digital Summit
June 18, 2014
VIDEO IS NOT
AN OPTION…
2
#DSUM14 @JeffPerkins8
PGi
3
ABOUT ME
• Pic of kids
3
#DSUM14 @JeffPerkins8
4
#DSUM14 @JeffPerkins8
@jeffperkins8
www.linkedin.com/in/jeffperkins1
SingleMindedProposition.com
5
THE GOOD OLD DAYS
5
#DSUM14 @JeffPerkins8
6
Only 2% of cold calls result in an appointment
3% of emails result in a click (Source: Mail Chimp)
(Source: Leap Job)
7
YOUR CUSTOMERS JUST AREN’T THAT INTO YOU
7
#DSUM14 @JeffPerkins8
8
#DSUM14 @JeffPerkins8
Your prospects are 70% of the
way through the sales process
before they engage a rep.
TRADITIONAL
...
9
#DSUM14 @JeffPerkins8
WHAT ARE THEY DOING 70%
OF THE TIME?
10
#DSUM14 @JeffPerkins8
Source: Google & Compete B2B Customer Study June 2013
ONLINE RESEARCH
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#DSUM14 @JeffPerkins8
MEET YOUR NEW SALES REP
12
#DSUM14 @JeffPerkins8
DO YOU WANT YOUR
SALES REP TO BE
SILENT?
INTERACTIONS ONLINE CAN BE AS
DYNAMIC AS HUMAN INTERACTIONS
13
#DSUM14 @JeffPerkins8
THE VIRTUAL
DEALERSHIP
50%of car shoppers used video
while shopping for a car.
14
#DSUM14 @JeffPerkins8
15
#DSUM14 @JeffPerkins8
IT’S ABOUT CREATING ENGAGEMENT
IT’S NOT JUST ABOUT CREATING A VIDEO.
16
#DSUM14 @JeffPerkins8
80% of your online visitors will watch a
video, while only 20% will actually read
content in its ...
VIDEO AIN’T EASY • Timing
• Budget
• Approval process
• Quickly outdated
• What kinds of videos?
17
#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
HOW DO YOU DO IT?
19
HAVE A CLEAR VISION
19
#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
CATEGORIES OF VIDEO
Product Overview/Ad
How-To Tips
Product Story
Testimonials
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#DSUM14 @JeffPerkins8
22
#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
CREATE A VIDEO
PRODUCTION MACHINE
30
#DSUM14 @JeffPerkins8
31
#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
 Find the right production team
 Bring in your production team on a regular basis
 Get footage...
35
#DSUM14 @JeffPerkins8
WIDE DISTRIBUTION
36
#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
New User Ads
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
New Users Retargeting
Cost Per View $0.20 $0.19
Click Thru Rate .8% 2.24%
Watched half the video ...
44
#DSUM14 @JeffPerkins8
CREATE A VIDEO
CULTURE
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
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#DSUM14 @JeffPerkins8
221% increase in video views
40 leads a month from video
VIDEO RESULTS
49
#DSUM14 @JeffPerkins8
VIDEO IS NOT AN OPTION…
IT’S A REQUIREMENT.
THANK
YOU
#DSUM14 @JeffPerkins8
Jeff Perkins
VP Global Online Marketing, PGi
www.linkedin.com/in/jeffperkins1
@JeffPerkins...
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Digital Summit - Video is not an Option - Jeff Perkins Presentation - 5.21.14

Presentation I delivered at the Digital Summit in Atlanta. I talked about the importance of video as a key tactic for marketers. I showed examples of what we do at PGi.

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Digital Summit - Video is not an Option - Jeff Perkins Presentation - 5.21.14

  1. 1. Jeff Perkins Digital Summit June 18, 2014 VIDEO IS NOT AN OPTION…
  2. 2. 2 #DSUM14 @JeffPerkins8 PGi
  3. 3. 3 ABOUT ME • Pic of kids 3 #DSUM14 @JeffPerkins8
  4. 4. 4 #DSUM14 @JeffPerkins8 @jeffperkins8 www.linkedin.com/in/jeffperkins1 SingleMindedProposition.com
  5. 5. 5 THE GOOD OLD DAYS 5 #DSUM14 @JeffPerkins8
  6. 6. 6 Only 2% of cold calls result in an appointment 3% of emails result in a click (Source: Mail Chimp) (Source: Leap Job)
  7. 7. 7 YOUR CUSTOMERS JUST AREN’T THAT INTO YOU 7 #DSUM14 @JeffPerkins8
  8. 8. 8 #DSUM14 @JeffPerkins8 Your prospects are 70% of the way through the sales process before they engage a rep. TRADITIONAL SALES FUNNEL
  9. 9. 9 #DSUM14 @JeffPerkins8 WHAT ARE THEY DOING 70% OF THE TIME?
  10. 10. 10 #DSUM14 @JeffPerkins8 Source: Google & Compete B2B Customer Study June 2013 ONLINE RESEARCH
  11. 11. 11 #DSUM14 @JeffPerkins8 MEET YOUR NEW SALES REP
  12. 12. 12 #DSUM14 @JeffPerkins8 DO YOU WANT YOUR SALES REP TO BE SILENT?
  13. 13. INTERACTIONS ONLINE CAN BE AS DYNAMIC AS HUMAN INTERACTIONS 13 #DSUM14 @JeffPerkins8
  14. 14. THE VIRTUAL DEALERSHIP 50%of car shoppers used video while shopping for a car. 14 #DSUM14 @JeffPerkins8
  15. 15. 15 #DSUM14 @JeffPerkins8 IT’S ABOUT CREATING ENGAGEMENT IT’S NOT JUST ABOUT CREATING A VIDEO.
  16. 16. 16 #DSUM14 @JeffPerkins8 80% of your online visitors will watch a video, while only 20% will actually read content in its entirety. People are 64% more likely to buy a product after watching a video. http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/
  17. 17. VIDEO AIN’T EASY • Timing • Budget • Approval process • Quickly outdated • What kinds of videos? 17 #DSUM14 @JeffPerkins8
  18. 18. 18 #DSUM14 @JeffPerkins8 HOW DO YOU DO IT?
  19. 19. 19 HAVE A CLEAR VISION 19 #DSUM14 @JeffPerkins8
  20. 20. 20 #DSUM14 @JeffPerkins8 CATEGORIES OF VIDEO Product Overview/Ad How-To Tips Product Story Testimonials
  21. 21. 21 #DSUM14 @JeffPerkins8
  22. 22. 22 #DSUM14 @JeffPerkins8
  23. 23. 23 #DSUM14 @JeffPerkins8
  24. 24. 24 #DSUM14 @JeffPerkins8
  25. 25. 25 #DSUM14 @JeffPerkins8
  26. 26. 26 #DSUM14 @JeffPerkins8
  27. 27. 27 #DSUM14 @JeffPerkins8
  28. 28. 28 #DSUM14 @JeffPerkins8
  29. 29. 29 #DSUM14 @JeffPerkins8 CREATE A VIDEO PRODUCTION MACHINE
  30. 30. 30 #DSUM14 @JeffPerkins8
  31. 31. 31 #DSUM14 @JeffPerkins8
  32. 32. 32 #DSUM14 @JeffPerkins8
  33. 33. 33 #DSUM14 @JeffPerkins8
  34. 34. 34 #DSUM14 @JeffPerkins8  Find the right production team  Bring in your production team on a regular basis  Get footage “in the can” for later use  Get timely feedback to your production company
  35. 35. 35 #DSUM14 @JeffPerkins8 WIDE DISTRIBUTION
  36. 36. 36 #DSUM14 @JeffPerkins8
  37. 37. 37 #DSUM14 @JeffPerkins8
  38. 38. 38 #DSUM14 @JeffPerkins8
  39. 39. 39 #DSUM14 @JeffPerkins8
  40. 40. 40 #DSUM14 @JeffPerkins8
  41. 41. 41 #DSUM14 @JeffPerkins8
  42. 42. New User Ads 42 #DSUM14 @JeffPerkins8
  43. 43. 43 #DSUM14 @JeffPerkins8 New Users Retargeting Cost Per View $0.20 $0.19 Click Thru Rate .8% 2.24% Watched half the video 45% 54% Watched entire video 10% 15%
  44. 44. 44 #DSUM14 @JeffPerkins8 CREATE A VIDEO CULTURE
  45. 45. 45 #DSUM14 @JeffPerkins8
  46. 46. 46 #DSUM14 @JeffPerkins8
  47. 47. 47 #DSUM14 @JeffPerkins8
  48. 48. 48 #DSUM14 @JeffPerkins8 221% increase in video views 40 leads a month from video VIDEO RESULTS
  49. 49. 49 #DSUM14 @JeffPerkins8 VIDEO IS NOT AN OPTION… IT’S A REQUIREMENT.
  50. 50. THANK YOU #DSUM14 @JeffPerkins8 Jeff Perkins VP Global Online Marketing, PGi www.linkedin.com/in/jeffperkins1 @JeffPerkins8 50 #DSUM14 @JeffPerkins8

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