It's possible to transform direct marketing results when you use video as a central delivery vehicle and promote it with email, social media, and direct mail. In this case study, which was the proof-of-concept for an upcoming campaign, we proved that response could be lifted by shifting media dollars to video. More information at www.hennerberg.com or watch the video about this case study here: http://www.youtube.com/watch?v=rXIHUWOVTss

1. How to Turn Around a Sales Gap
With a Cross-Media Campaign
Case History by
Gary Hennerberg
Hennerberg Group, Inc.

2. Setting the Stage
 The Vocal Majority® Chorus
 Performing chorus (non-profit)
 Entertains 20,000 annually
 100+ Performers are volunteers
 Professional grade
 Broadway tunes, love songs, patriotic

3. The Situation
 Fall Shows in September, 2012
 One month out a $10K gap from previous year
 Needed to sell 1,200 tickets in total
 800 that would have normally been sold
 + 400 to close the gap (or 50% more than would
normally have sold)

4. The Old Way
 Direct Mail
 Radio
 Website (VocalMajority.com)
 Email

5. New Way: Cross-Media Energized
 New Web landing page
(VocalMajorityShows.com)
 4 behind-the-scenes videos
 Giving purpose and expanded use for Email and
Social Media

6. Direct Mail
 Nearly 27,000 patrons

7. Radio
 Background: Radio advertising built our fan base
and enabled accumulation of 27K mailing
addresses and 10K email address
 Today:
 60 second direct response spot
 Showcased new songs
 Two stations
 But ... Media world different today than a few
years ago
 Radio dropped for the future

8. Change of Strategy
 4 “Behind-the-Curtain” videos
 Resided on VocalMajorityShows.com
 Traffic from email marketing
 Facebook Group postings
 Twitter followers

9. VocalMajorityShows.com
New Landing Page
 4 videos
 Direct links to order
tickets

10. Facebook Comment Plug-in
 Under links, used
Facebook plug-in to
encourage comments
from fans

11. Email
 3 emails over 10 days
 Open rates 25% to 30%
 Click-thru to videos 13% to 16%

12. Email Example
 Video image was
clickable link to
landing page
 Use of the word
“video” in subject line
increases open rate

13. Facebook
 Multiple posts on Group page
 Significant engagement

14. Facebook Group Page

15. New Facebook Fan Page

16. Videos
 #1 – 0:35 informal interview with a director
 #2 – 2:10 video trailer featured audio of new,
never-before-performed songs
 #3 - 0:55 informal interview with a director
 #4 – 1:10 informal interview with three directors
after tech rehearsal, produced and released
overnight

17. Video #1 Metrics
 Viewed over 500 times, 75% retention

18. Video #2 Metrics
 Viewed 782 times, above average retention

19. Video #3 Metrics
 Viewed 427 times, 70% retention

20. Video #4 Metrics
 Viewed over 200 times, 70% retention

21. Video Production
 Recorded with hand-held flip-type Kodak video
camera
 Sound recorded on Sony digital recorder with lav
mic for sound (very important)
 Audio on the camera and voice recorder synced
together
 Consistent open and close on videos for branding
and continuity

22. Web Landing Page Traffic
 2,400 unique visitors
in 10 days
 350 visitors from
Facebook
 700 clicks to online
ticket reservations
 Web page moved to:
 VocalMajorityShows.com/Fall2012.html

23. Result:
 In 10 days, $10,000 sales gap closed
 Sales exceeded budget
 Talk value and a lot of sharing
 Energized the organization

24. Gary Hennerberg
 gary@hennerberg.com
 817-318-8100
 www.hennerberg.com
 http://www.targetmarketingmag.com/channel/online-video-marketing-deep-dive