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Online Video Magazine


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Online Video Marketing - How to maximize your online video marketing campaign through the use of the Online Video Magazine concept.

Published in: Economy & Finance, Business

Online Video Magazine

  1. 1. Online Video Magazines
  2. 2. <ul><li>Getting face and air time with the right prospects </li></ul>Common challenges in sales and advertising <ul><li>Staying in front with new ideas and solutions </li></ul>
  3. 3. <ul><li>Maintaining an ongoing, “long-term” relationship without being annoying </li></ul>Common challenges cont. <ul><li>Shortening the sales cycle, driving revenue and ultimately profits </li></ul><ul><li>Communicating your story in a personal way </li></ul>
  4. 4. Common advertising mechanisms
  5. 5. <ul><li>88% of Volvo’s customers visited the website before they bought - Your website is the hub where prospects go to do their research </li></ul>
  6. 6. What are you giving your online visitors? <ul><li>If all of your interested prospects are going to your website to check you out, have you covered all your bases? </li></ul><ul><li>Are you showing them the real deal? </li></ul><ul><li>Can you give them a compelling reason to buy? </li></ul><ul><ul><li>You’ve put all this money into marketing… </li></ul></ul>
  7. 7. Hub Marketing: How to make it work <ul><li>Your website is your marketing “hub,” so make an impact when visitors are there </li></ul><ul><li>Consumers disengage themselves from commercials/advertising </li></ul><ul><li>When considering a purchase, they engage in “real” information, “authentic” stories </li></ul>
  8. 8. <ul><li>The Internet is not a broadcast medium it is about one-on-one conversations with the right person </li></ul>
  9. 9. <ul><li>They pick & choose only what they want to see ˚videos ˚radio ˚music ˚widgets ˚websites ˚email </li></ul>Ruthless Web Users
  10. 10. <ul><li>Problem: The length of a sales cycle is much longer than one conversation or one visit to a website </li></ul>How can you keep the right people engaged? <ul><li>You need a way to keep them coming back and create an ongoing conversation </li></ul>
  11. 11. <ul><li>A long-term conversation that matches your sales cycle </li></ul>What you need: <ul><li>It costs 7 to 8 times more money to get a new client over keeping your current ones </li></ul>
  12. 12. Traditional Advertising: Agencies’ ROI Win Awards <ul><li>Really “bitchin” Flash animation Cost: Billing 3 hours @ $175 per hour </li></ul><ul><li>What you get: Very PERMANENT content </li></ul>
  13. 13. What happens: You spend your entire budget on just one ad...
  14. 14. <ul><li>Other option: spend it on many “ads” that evolve and match your sales cycle and beyond... </li></ul>
  15. 15. Permanent vs. Disposable Content <ul><li>Disposable content works much like a magazine. You get something new every time. </li></ul><ul><li>What if The David Letterman Show was just like your website? </li></ul><ul><ul><li>New guests, new entertainment…Would it be more engaging? </li></ul></ul>
  16. 16. Increased engagement through online video <ul><li>Consider this: a webpage trying to explain “My brother can do really cool ‘wheelies’ on his motorcycle!” </li></ul><ul><li>A website without video tells the story like this: </li></ul>
  17. 17. Increased engagement through online video <ul><li>A website with video tells that story like this: </li></ul><ul><li>Its pretty obvious which story is more compelling… </li></ul><ul><li>The concept works in business too </li></ul>Video Player:
  18. 18. Major Concepts in Online Video Magazines
  19. 19. People use the internet to seek “The Truth ” <ul><li>This isn’t a crazy idea to grasp… </li></ul><ul><li>Where do you go to find out about a new camera, a politician, a new company, or who that person you’re dating really is? </li></ul><ul><li>The Internet </li></ul><ul><li>That’s where your prospects go to find out the truth about you too. </li></ul>
  20. 20. Your website is the hub of all your marketing <ul><li>People used to think that their website was just another piece of their marketing plan (some may still think that). </li></ul><ul><li>In actuality, its the hub, where your efforts should point because that’s where people go to figure out if they really want to do business with you and see what you’re all about. </li></ul>
  21. 21. Authentic vs. Staged... Scripts don’t work for the internet Online users are primed to ignore “commercial” pieces. <ul><li>Viewers want something engaging, something other than commercials </li></ul><ul><li>That’s why our process includes story development, not script-writing </li></ul><ul><li>We create a story about your passions and the messages you want to send </li></ul><ul><li>The end-product: a video that shows who your company really is, in an entertaining way </li></ul>
  22. 22. The Power of storytelling vs. commercials “ My mother used to make me animal pancakes.” <ul><li>Storytelling creates a response. You automatically relate yourself to the story that’s being told. </li></ul><ul><ul><li>Note the statement above… did you think about what your mom made you (or didn’t make you) for breakfast? Of course you did. </li></ul></ul><ul><li>That’s real engagement and that’s what we do. </li></ul>
  23. 23. The line between business and entertainment is becoming blurred <ul><li>Why do you think your business can’t do something entertaining? Don’t think you’ll be taken seriously? </li></ul><ul><li>Truth is, you can be informational and entertaining with online video </li></ul><ul><li>Viewers want: </li></ul><ul><li>Professional content </li></ul><ul><li>engagement </li></ul><ul><li>informational </li></ul><ul><li>Your branding stays the same </li></ul>
  24. 24. Video Stories as a relevant referral tool <ul><li>Want somewhere to send your prospects if they want more information? Send them to your magazine. </li></ul><ul><li>If they like what they see, they can easily refer others to the magazine so their friends can be “in the know” about what you’re doing too. </li></ul>
  25. 25. <ul><li>Your “fans” will find prospects that you don’t even know exist, that’s the power of viral video. Let your friends pass it around. </li></ul>Viral Marketing
  26. 26. Permission vs. Interruption Proactive component of marketing <ul><li>When web users find something funny, engaging, or otherwise compelling, there’s a chance they’ll want more of it </li></ul><ul><li>How will you know to keep them coming back? Let them subscribe! </li></ul><ul><li>Your messages will go out to the people who want to hear them. </li></ul>
  27. 27. Proactively bring your “fans” back over and over With your periodic video magazines <ul><li>Importance of “proactive” delivery… </li></ul><ul><li>If you don’t remind them to come back, there’s a chance they won’t </li></ul><ul><li>i.e. MSNBC’s Pictures of the Week reminds their database every week to look at the new picture, and they get loyalty. </li></ul>
  28. 28. So... what do we do?
  29. 29. Video Magazine: A to Z Solution Approach <ul><li>Define Project Criteria and Goals </li></ul><ul><li>Story Develop Episodic (ongoing) Video Stories </li></ul><ul><li>Schedule, shoot, edit, post </li></ul><ul><li>ongoing video stories </li></ul>
  30. 30. A to Z Solution Approach <ul><li>Build & Integrate Custom Video Magazine Framework </li></ul><ul><li>Post, update, maintain, host all graphic and video components </li></ul>
  31. 31. A to Z Solution Approach <ul><li>Proactively send updates via email </li></ul><ul><li>Repository & performance metrics platform </li></ul><ul><li>Use your click-thru results to guide your sales behavior </li></ul>
  32. 32. 1. We build, integrate and maintain Video Magazines
  33. 33. A few examples of our Online Video Magazines
  34. 34. 2. Story develop, schedule, shoot, edit and post ONGOING video stories
  35. 35. We give you…
  36. 36. Relevant storytelling that mirrors the evolution of your business ideas, solutions and offerings
  37. 37. Fills the length of your sales cycle in the form of a long term conversation
  38. 38. Open door invitation to deliver you directly to those that want it and care
  39. 39. Who then find others... Just like them