Video is becoming increasingly important for marketing. It has a high engagement rate and the ability to influence purchases. The presentation recommends incorporating video into 2017 marketing plans, provides tips for creating compelling video content, and emphasizes measuring video performance through key metrics like views, impressions, and engagement rates. Tips include keeping videos short, authentic, and optimizing them across social media platforms like Facebook, YouTube, and Instagram.

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

13. PRINT-AT-HOME TICKETS

14. ADVANCE TICKETS

15. SCANNING PRE-SOLD TICKETS

16. OR SELL AT THE GATE

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

18. 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

20. “VIDEO FIRST”

21. The Family Tree
Facebook
Instagram
Google
YouTube

22. The Family Tree
Facebook
Instagram
Google
YouTube

23. 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.

27. 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

28. Source: Marketing Profs

29. Source: Marketing Profs

31. WHERE TO START?

32. 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.

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

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

35. LIVE EVENT CAMERA
~$400-$600

37. 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)

38. 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)

39. 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)

40. 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”

41. 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

42. CREATING COMPELLING CONTENT

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

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

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

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

50. 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

51. CREATE A CONCEPT

53. 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.

54. 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.

55. 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.

56. Source: Animoto

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

58. GETTING THE WORD OUT

60. MAKE IT A ROUTINE

61. CROSS PROMOTE WITH OTHER ORGS
• 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

62. MULTI-CHANNEL PROMOTION
• Outline an Episode Guide
• Determine which outlet is best for which types of videos
• Facebook – LIVE Video and Engagement Videos
• YouTube – Product Showcases and Interviews
• Advertise on Facebook to drive traffic to your YouTube Channel

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