Video Makes A Marketing Star

1. Video Makes The
Marketing Star
Jessica Bybee-Dziedzic
Director of Partnerships, Saffire

8. PRINT-AT-HOME TICKETS

9. ADVANCE TICKETS

10. SCANNING PRE-SOLD TICKETS

11. OR SELL AT THE GATE

12. I’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

13. In This Session…
• The Golden Age of Video: Why every marketer needs to incorporate video in
their 2017 marketing plans
• Where To Start?
• Creating Compelling Content
• Getting the Word Out
• Measuring Your Results

15. “VIDEO FIRST”

16. The Family Tree
Facebook
Instagram
Google
YouTube

17. The Family Tree
Facebook
Instagram
Google
YouTube

18. 64% of consumers say watching a marketing video on Facebook has
influenced a purchase decision in the last month.
WHY IT MATTERS
Video watchers are 12 times more likely to purchase.
Source: Animoto
84% of consumers watch on mobile devices.

22. VIDEO ON SOCIAL
• Video posts have 135% greater organic reach than photo posts
• Facebook generates 8 billion video views on average per day
• That’s a 50% increase in 2016 compared to 2015
• People spend 3x longer watching Live video compared to video which is no
longer Live

23. Source: Marketing Profs

24. Source: Marketing Profs

26. WHERE TO START?

27. SETTING UP YOUR STUDIO
• Lowest budget – Start with your smartphone
• Perfect for on-the-go shooting
• Position the camera horizontally – Landscape mode
• Position slightly higher than eye level
• Data storage – Connect with Dropbox to move large
files off your phone.

28. SETTING UP YOUR STUDIO
• Slightly higher budget – Webcam
• Con: Less portable
• Pro: Adds technical improvements like white balance,
auto-focus, and brightness settings
• ~$80

29. SETTING UP YOUR STUDIO
• Bigger budget – Digital SLR camera
• Great quality video
• ~$500

30. LIVE EVENT CAMERA
~$400-$600

32. THE ACCESSORIES
Tripod – Stabilizes the camera so your viewers aren’t distracted by the shaking
• Purchase after you’ve decided on your camera
• Free - Find a shelf and a stack of books
• Slight budget – small tripods for both smart
phones and digital SLRs. (~$15-$40)
• Bigger budget – tall tripods ($45-$50)

33. THE ACCESSORIES
Lighting – Huge determining factor in looking professional or unprofessional
• Free – Use the sun! Natural lighting looks great!
• When possible, face the light source so
you don’t create a silhouette
• Slight budget – White light lighting kit (~$45)
• Bigger budget – Ring lights (~$200-$250)

34. THE ACCESSORIES
Microphone – Invest in a good microphone. Sound quality is unforgiving.
• Free – The microphone on your smartphone will work.
• Not the best quality and need to be in a quiet room.
• Slight budget – Lavalier microphone for your
smartphone (~$80)
• Bigger budget – USB microphone (~$130-$160)

35. THE ACCESSORIES
Background – Sets the scene and tone for your video.
• Free – Use what you have! Event signage and city landmarks.
• Slight budget – Invest in a backdrop – helps hide clutter when filming
indoors
• Bigger budget – Large pop-up banners with branding and logos to create
a “set”

36. EDITING YOUR FINAL PRODUCT
• iMovie:
• Easy to use
• Lots of features
• Only for Macs
• HitFilm
• Available for both PC & Mac
• Free version is great for beginners
• Lots of features

37. CREATING COMPELLING CONTENT

38. Create A Plan
• Step 1: Set some goals! What are you trying to achieve?
• 4 Types of video:
AWARENESS

39. Awareness Video
• Dates
• Time
• Location
• How to BUY tickets

40. Create A Plan
• Step 1: Set some goals! What are you trying to achieve?
• 4 Types of video:
AWARENESS
ENGAGEMENT

41. Engagement Video
• Short & sweet
• Ask your audience to
participate with comments,
likes & shares

42. Create A Plan
• Step 1: Set some goals! What are you trying to achieve?
• 4 Types of video:
AWARENESS
ENGAGEMENT
PRODUCT

44. Product Video
• Show your product off!
• Food, Rides, Games,
Livestock, Concerts
• Behind the scenes

45. Create A Plan
• Step 1: Set some goals! What are you trying to achieve?
• 4 Types of video:
AWARENESS
ENGAGEMENT
PRODUCT
SUPPORT

46. Support Video
• “How To” Tutorials
• Walk your customers through
a process
• Ex. How to plan your day at
the Fair!

47. WHAT’S YOUR STORY?
• Who is your target audience?
• What is your key takeaway message?
• Create an outline/storyboard to ensure you have a beginning, middle, & end.
• Keep it authentic! (no scripts!)
• Keep their attention – marketing videos should be less than 1 minute long.
• Determine the production value

48. CREATE A CONCEPT

49. BE AUTHENTIC
Don’t try to be a better version of yourself; try to be
your most authentic self.
• Stop worrying about how you look and sound so you can focus on content.
• Train your eyes – when shooting on a smartphone, look about a half an
inch behind the front of the phone.

50. 85% of Facebook video is being watched with the sound off.
DID YOU KNOW?
39% of consumers are more likely to finish videos with subtitles.
Source: Animoto
43% of consumers decide to watch a video to the end in under 15 seconds.
73% of consumers decide to watch a video to the end in under 30 seconds.

51. OPTIMAL LENGTH
Videos between 30-60 seconds are most likely to keep our attention.
Source: Animoto & Marketing Profs
Researchers predict this will diminish in the future, but you must consider
the “Type” of content your showing.

52. Source: Animoto

53. AT YOUR EVENT
Use for:
• Candid video streaming – LIVE!
• Announce special offers & promotions
• Live Q&A Sessions with important figures/entertainers
• Recorded Q&A Sessions
Remember:
• Place ads on Facebook even for live content

54. GETTING THE WORD OUT

56. 1
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3

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60. https://fbookmedia.files.wordpress.com/2016/10/161027-scheduled-live-e28093-guide.pdf

61. MAKE IT A ROUTINE

62. CROSS PROMOTE
• Other area events – attend each other’s events and share video with new
audiences
• Tap into your CVB’s resources – ensure you’re included in their video
promotion
• Find influencers in your community – tickets for their coverage

63. MEASURING YOUR RESULTS

67. What To Measure
• Impressions: the number of opportunities someone has for watching the
video.
• Views: are the number of times someone watches a video.
• Play rate: a measure of how engaging your video is (calculate by dividing
views by impressions).
• Engagement rate: a signal of when viewership drops off.

69. More Free Online Marketing Tips!
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram TeamSaffire
Pinterest saffire
YouTube saffirestudio
The Amplifier www.saffire.com/podcast
Questions?

70. Jessica Bybee-Dziedzic
Director of Partnerships, Saffire
jessica@saffire.com