Here's an article that was published a couple of years ago about the benefits of using Video Cards/Brochures.

1. VIDEO CARDS
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You’ve spent a good number of your recent 90-minute
sessions compiling your Dream List. You’ve cleansed the
data and you’re ready to go because you know these
people really do need to speak to you.
Happy days indeed!
But then, you discover that it’s not that easy.
And despite your valiant efforts to change the lives
of these individuals, you just can’t get through the
gatekeeper.
You’re getting no response to your emails, and you soon
consider that you stand more chance of having a beer
with President Obama - or an interview with Tom Hanks
(see page 19 to understand why this makes sense!) -
than actually getting in front of this particular prospect.
But you’re sure that if you can just speak to them
- even just for a few minutes, that will trigger
some interest on which you can begin to build
this relationship.
But how do you get to speak to someone who
you can’t get through to?
Well, my frustrated EC friend, that’s where video
brochures come in. They get you directly in the
hands of the decision maker.
Why do they work?
Video cards work because they’re different and
our natural inquisitive nature just won’t allow
us to not to open them. And then, because of its
video content we’re drawn to watch it.
At that stage – you’re there, presenting to them –
you’ve got your opportunity, and assuming that you’ve
included great video content that appeals to them, then
you’re on your way to that all-important first meeting/
enquiry/booking.
What are Video Brochures?
Simply put, video brochures contain high quality, full
motion video players that you can insert into your
print media. That’s right – like a small screen in your
customer’s hands. Colin and Jenni Bradford of Magical
Maths Club have been using Video Brochures for some
time. Jenni says:
We’ve been using video brochures for about a year now
and we use them to introduce ourselves to schools who
we would like to work with. We find they work really
well with a conversion rate of around 50%.
Video brochures work because they’re different; they’re
attention grabbing. And we know that if we can get
in front of people, then they will book our free Taster
Session. But getting in front of them is the hard bit. If
we send a letter, the gatekeeper will intercept it and it
might never get to the teacher.
So we made the decision to send the brochures in a
parcel by Recorded Delivery. That made more of an
impact when they arrived and also created a ‘sense of
duty’ to make sure the gatekeeper passed it on. We
definitely intend to carry on using video brochures
because we know they work!
A Beer with
President
Obama
20
VIDEO CARDS
You’ve spent a good number of your recent 90-minute
sessions compiling your Dream List. You’ve cleansed the
data and you’re ready to go because you know these
people really do need to speak to you.
Happy days indeed!
But then, you discover that it’s not that easy.
And despite your valiant efforts to change the lives
of these individuals, you just can’t get through the
gatekeeper.
You’re getting no response to your emails, and you soon
consider that you stand more chance of having a beer
with President Obama - or an interview with Tom Hanks
(see page 19 to understand why this makes sense!) -
than actually getting in front of this particular prospect.
But you’re sure that if you can just speak to them
- even just for a few minutes, that will trigger
some interest on which you can begin to build
this relationship.
But how do you get to speak to someone who
you can’t get through to?
Well, my frustrated EC friend, that’s where video
brochures come in. They get you directly in the
hands of the decision maker.
Why do they work?
Video cards work because they’re different and
our natural inquisitive nature just won’t allow
us to not to open them. And then, because of its
video content we’re drawn to watch it.
At that stage – you’re there, presenting to them –
you’ve got your opportunity, and assuming that you’ve
included great video content that appeals to them, then
you’re on your way to that all-important first meeting/
enquiry/booking.
What are Video Brochures?
Simply put, video brochures contain high quality, full
motion video players that you can insert into your
print media. That’s right – like a small screen in your
customer’s hands. Colin and Jenni Bradford of Magical
Maths Club have been using Video Brochures for some
time. Jenni says:
We’ve been using video brochures for about a year now
and we use them to introduce ourselves to schools who
we would like to work with. We find they work really
well with a conversion rate of around 50%.
Video brochures work because they’re different; they’re
attention grabbing. And we know that if we can get
in front of people, then they will book our free Taster
Session. But getting in front of them is the hard bit. If
we send a letter, the gatekeeper will intercept it and it
might never get to the teacher.
So we made the decision to send the brochures in a
parcel by Recorded Delivery. That made more of an
impact when they arrived and also created a ‘sense of
duty’ to make sure the gatekeeper passed it on. We
definitely intend to carry on using video brochures
because we know they work!
A Beer with
President
Obama

2. 21
VIDEO CARDS
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Give him a call on 01603 397704 or visit www.expertprintmanagement.co.uk.
Emma Sansom, Senior Marketing
Manager at the EC has recently
trialled a campaign of 30 video
brochures to past EC members
to show them how Entrepreneurs
Circle has changed since their
membership lapsed. Emma says:
We’ve initially tested the idea
with 30 names; each individually
personalised both on the video and
the cover of the brochure. I would
say that the two most important
things to consider when putting a
campaign like this together are:
1. Quality of data - You need
to make sure your list has
the correct name and postal
address but also that they are
high-quality contacts. And…
2. Timing - These campaigns
need to arrive at a time relevant
to the prospect.
What we do already know is
that video brochures provide a
massive wow-factor, and they get
you in front of your prospect in a
very personal way that no other
marketing can.
Marie Cross from First Impression
Training used video brochures to
get appointments with her Dream
List. She says:
Our potential customers are
busy operational leaders within
the call centre industry. They
don’t read emails, so direct mail
– lumpy especially – is our ideal
marketing pillar.
We wanted to turn up differently
and prove that we’re not a
normal ‘run-of-the-mill’ training
company. Our video cards
included a five-minute video of
me talking 1:1 to them, with the
aim of only selling the meeting.
The cards were sent to 15
companies on our Dream List –
all of which were pre-qualified
- and there’s a potential project
value of £200k from three
opportunities. All for a few
hundred pounds spend!
Should I be using
them?
In a word – yes! Here’s what a
video brochure can do for your next
Dream List campaign
• Surprise and excite your
potential customers - Video
brochures are a form of
media that will instantly
create intrigue and curiosity
with your audience.
• Put a presentation directly
into your customer’s hands
- Increasing the chance that
they will take the time to
interact directly with your
video content.
• Achieve a better return
on investment - Studies
show that Video Brochures
increase response rates
on your direct marketing
campaigns by 75% and
conversion by 25%.
• Video effectively delivers
your message - Recipients
are more likely to assimilate
and understand your key
messages when displayed on
a Video Brochure.
• Appeal to all your end
users senses - Video uses a
combination of language,
sound and visual imagery
to completely engage your
viewer.
By combining print media with video
content, it is possible to deliver
your message in a new and exciting
manner.
This interactive, stimulating and
innovative media has the power
to fully engage your prospects,
without forcing them to sit at their
desk or power up their laptop.
It allows you to get your story
across – something Martin Gladdish
talked about at length in the April
Circular - to your prospect, in a
comfortable and relaxed setting,
time and time again.
Screens come in a range of sizes
2.4”, 4.3”, 5”, 7” and 10” and can be
presented in a number of styles;
business cards, folded cards and
even boxed cards.
If you would you like to discuss
using a Video Brochure in your next
campaign call us on 01603 397 704.
If you would prefer to try and get
that beer with the President, write
to Mr Barack Obama, The White
House, 1600 Pennsylvania Avenue
NW, Washington, DC 20500 USA.
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VIDEO CARDS