E-Commerce Video Marketing Case Studies & Tips


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A presentation for ecommerce businesses on how to use video

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E-Commerce Video Marketing Case Studies & Tips

  1. 1. E-Commerce Video Marketing Case Studies & Tips
  2. 2. Examples Covered: Dollar Shave Club Blendtec – Will it Blend? Wine Library TV Zappos Advance Auto Parts Luxy hair Zazzle Best Buy
  3. 3. #1 Dollar Shave Club
  4. 4. URL: http://bit.ly/18VkXRZ
  5. 5. What did they do? Approach: • A funny video that promotes a smart business, which appealed to the mainstream media. • Business Model: Pay $1 for a month’s razor supplies. Results: • DSC created this video for under $5,000! • 12,000 people signed up in the first 48 hours from when the DSC video launched. • Current video views: 12.5 mn.
  6. 6. Key Takeaways • The first ten seconds of your video are the most crucial – Companies must tell people who they are and what they do, and they have to do it fast. – Show and tell people the name of your company and what kind of industry you are in. In the first 10 seconds Mike says the name of the company twice. • Be Entertaining - Great advertising is entertaining, you want to watch it again & again.
  7. 7. Key Takeaways (contd.) • Present a USP - Mike tells us that his blades are, “F**king Great!” • Sign up right away - They had a sign up option at the end of the video. No need to look for where to purchase!
  8. 8. #2 Blendtec Will It Blend
  9. 9. URL: http://bit.ly/1gFkc4i
  10. 10. What did they do? Approach: • In these series of videos, they use popular products like iPhones, iPad etc., choosing one product per video, and discovering it blends blend using the Blendtec blender. Results: • 120-plus video in 6 years with almost 200 million views. • They’re retail sales have increased by over 700%. • 'Will it Blend?' has been named as the number one viral marketing campaign of all time [by Ad Age].
  11. 11. Key Takeaways • Align Campaign to Strategy and Brand - Blendtec’s viral videos and their content aligned nicely with their brand. • Remain Authentic - Tom Dickson’s charm is not his smooth presentation style. It is his authenticity. - In the post-Enron world, consumers are impressed by authentic CEO’s.
  12. 12. Key Takeaways (contd.) • Create Buzz worthy Content - Blending stuff up in a blender is buzz worthy. • Involve Customers - Find ways to engage the community in your process – either directly or indirectly. - Blendtec does it directly through an online form asking people what to blend. - Blendtec does it indirectly by creating a social object that people can react to and re-create.
  13. 13. #3 Wine Library TV
  14. 14. URL: http://bit.ly/JFUkrB
  15. 15. What did they do? Approach: • Video podcast hosted by Gary Vaynerchuk, featuring wine reviews and advice on wine appreciation to promote his wine store. • Episodes consisted of wine tastings along with other wine related topics. Results: • Created a series of episodes with 1000 total episodes. • High levels of user engagement on the channel. • In 2007, he won the American Wine Blog Awards, for Best Wine Podcast or Video blog.
  16. 16. Key Takeaways • Build interaction - Build engagement through videos as much as possible. • Give benefits others don’t - The videos provided information that would otherwise be paid for.
  17. 17. Key Takeaways (contd.) • Don’t try to just sell - Provide value which will automatically give you a sales benefit. • Show your unique advantage over others - Gary’s videos are a reflection of his knowledge & experience in wines.
  18. 18. #4 Zappos
  19. 19. URL: http://bit.ly/1bPi45F
  20. 20. What did they do? Approach: • They use the video to describe, use and demonstrate the products with real Zappos employees and not models or actors. Results: • Videos are said to have a sales impact of 6 to 30%. • A whopping 77,316 website visits each month are attributed to Zappos' video listings in search engines (As of June 2011). • Calculating to a $551,731 increase in revenues due to its video SEO efforts (As of june 2011).
  21. 21. Key Takeaways • Stay true to the brand - By using an “everyday” person Zappos increased the level of trust that is communicated about how a product will function, fit, and work. - Zappos customers responded very well to this approach. • Build a clear strategy - The key ROI metric for Zappos was not increase in sales but decrease in returns which was achieved successfully.
  22. 22. Key Takeaways (contd.) • Jump all in - The Zappos video team is directed to shoot a video for every single item that comes into the Shepherdsville, Kentucky, warehouse. - Approximately 40,000 videos are live on Zappos.com at any given time and they produce around 2,300 videos every week.
  23. 23. #5 Advance Auto Parts
  24. 24. URL: http://bit.ly/1bd2EES
  25. 25. What did they do? Approach: • Advance Auto Parts has produced a number of video tutorials that eschew the normal sales patter in favour of educating the customer on various aspects of vehicle maintenance. • The videos include quick tips, how to guides, DIY videos, product demos etc. Results: • Advance auto parts discovered that visitors who watched video stay on the site twice as long and visit twice as many pages versus those who don’t see video.
  26. 26. Key Takeaways • Use of Instructional videos: – While most ecommerce videos specifically showcase a particular product, Advance Auto Parts includes instructional videos that are of value to the customer. • Avoid usual hard sell: – Having watched the tutorial, the viewer will buy all the necessary parts and equipment from Advance Auto Parts, but it’s a refreshing approach compared to the usual hard sell.
  27. 27. Key Takeaways (contd.) • Produce useful content: – By producing content that is genuinely of use to the customer Advance Auto Parts has differentiated itself from the competition and built a strong brand identity.
  28. 28. #6 Luxy Hair
  29. 29. URL: http://bit.ly/1ijRHau
  30. 30. What did they do? Approach: • Luxy Hair is a customer-centric hair extensions ecommerce retailer with the YouTube channel being one one of the largest beauty channels in the world with over one million subscribers worldwide. • They use tutorial-styled YouTube videos which almost exclusively power their sales. Results: • YouTube channel has over 173M views.
  31. 31. Key Takeaways • Create content with independent value: – Luxy Hair’s approach is to try best to give people value and a personal connection when they create videos. • Avoid a direct sales pitch: – They avoid showing their product in most of their videos.
  32. 32. #7 Zazzle
  33. 33. URL: http://bit.ly/19bRl5C
  34. 34. What did they do? Approach: • Zazzle has a game changing screen printing technology - a new way to easily create high quality bulk T-shirts for your group which it presents through a exciting, engaging and fun video.
  35. 35. Key Takeaways • Do something different – The video’s style and technique is different than the normal videos we watch. It is creative, unique and interesting. • Match your product personality – The video’s personality matches the personality – In case of Zazzle, it is fun, exciting, new. • Highlight your product USP - The video clearly states the unique benefit of using Zazzle – design your stuff sitting at home, made easier than never before.
  36. 36. #8 Best Buy
  37. 37. URL: http://bit.ly/J4lyql
  38. 38. What did they do? Approach: • It offers eight different YouTube channels covering videos related to the company itself, Geek Squad computer repair, Best Buy Unboxed online community, Twelpforce Twitter community, its Insignia products line, Napster music (owned by Best Buy), Best Buy @15 teen channel, and the main channel, which features product videos.
  39. 39. Key Takeaways • Bridge the gap between ecommerce and instore. • Strategize your presence smartly: – Rather than place all video content into one channel, consider creating multiple channels. – Users can join each channel through the “Subscribe” and “Like” features. – Share content across channels using Playlists.
  41. 41. Key pointers for creating e-commerce video #1 UNIQUE VALUE • There are five values that will separate your company’s products from the rest. Faster, Stronger, Cheaper, Better, Easier. Choose where you stand.
  42. 42. Key pointers for creating e-commerce video #2 BE ORIGINAL • We live in a crowded busy world with millions of brands screaming for your attention. You have to be different to stick out because if you’re the same nobody listens to you.
  43. 43. Key pointers for creating e-commerce video #3 MAKE PEOPLE SMILE • Making someone smile is one of the quickest way to build trust. Once you have their trust your power to influence them increases ten fold.
  44. 44. Key pointers for creating e-commerce video #4 VIDEO LENGTH • The length of the video is crucial! For YouTube, 60 to 90 seconds is the optimal time frame but remember to include your message in the first 15 or so seconds.
  45. 45. Key pointers for creating e-commerce video #5 MULTIPURPOSE USE • The successful use of video in ecommerce is tied to the use of quality video content across your multichannel commerce program. You can extend its value by capturing still images, 360s, and other applications— generating multiple product presentations and messaging opportunities from a single shoot.
  46. 46. Key pointers for creating e-commerce video #6 SHARING • The inherent power of social media demands that impactful ecommerce video content be shareable. In addition to sharing your content on popular video marketing sites, consider how your branded video content can be distributed to wider networks of viewers on promotional pages.
  47. 47. Key pointers for creating e-commerce video #7 EMOTONAL CONNECTION • Good e-commerce videos forge emotional bonds with consumers. Don't dismiss the value of storytelling and strategies designed to nurture emotional bonds to your products.
  49. 49. Types of product based video content #1 PRODUCT IN USE • Showing a product in use is an effective way of alleviating customer doubts about a product they’re viewing online.
  50. 50. Types of product based video content #2 FEATURES AND BENEFITS • Video can play the role of sales person, explaining the features & benefits of a product
  51. 51. Types of product based video content #3 INSTRUCTIONAL • With products that are more complex to purchase, it makes sense to have product videos that are instructional in nature. Presumably, the less confused customers are about the product, the more likely they are to investigate and make a purchase.
  52. 52. Types of product based video content #4 SLIDESHOW • When a product video doesn’t actually contain motion video clips but still images that are manipulated, the contents tend to be more similar to a slideshow than a commercial.
  53. 53. Types of product based video content #5 NARRATOR AND SLIDESHOW • The slideshow product video can be enhanced with real video by splicing in a narrator’s introduction and explanations. The narration portions can be shot in a studio, while the slideshow portion is taken from existing photos and marketing materials.
  54. 54. Thank You