Video Marketing

Connect with Consumers for Big-Time Benefit

Jun 01, 2011 | Skip to comments » | Share | |

We’re so far into the digital age that consumers now expect video content as part of regular business. For example, if you search YouTube for the word “ereader,” you’ll find 6,500 videos featuring every available brand of ereader. If you’re looking to buy, the search results include commercial spots, tours of basic features, consumer reviews, and durability/lighting tests. And once you’ve purchased, you can venture back to YouTube for how-to videos about particular features or tips and tricks.

Now, you may ask, why don’t folks just read about the features and specifications on the product websites to help them decide, or read the product manual to figure out how something works? The answer is simple – for the same reason folks still visit brick-and-mortar stores to feel a product with their own two hands or sit in classrooms and conferences for face-to-face learning experiences. Video is the closest thing to “being there,” to interacting with a product, to experiencing a service.

Video is the new preferred medium as a tool to show off what’s cool and different about your business, educate the public, promote your brand in increasingly competitive markets, and even (as sometimes necessary) correct new or lingering misconceptions about your business, product, or service.

Any type of business in any industry can benefit from using video content, whether in large or small part. But that’s enough with the fluffy, warm, and fuzzy. Let’s talk hard numbers and concrete examples.

Provide Experience with Product Demos

Seven months ago, Samsung came out with its new Galaxy Tab, an iPad competitor. Since then, its product demonstration video has been viewed over 2.6 million times. That’s over 370,000 views per month; 92,000 views per week; 13,000 views per day. As a result, it’s now listed among CNet’s Top 5 Android Tablets.

But product demos aren’t just bound to electronic devices and other tangible items. Consumers also benefit from experiencing places through video – for example, a resort that’s too far away to visit prior to vacation time. That’s exactly why Biltmore Estate in Asheville, NC creates and hosts videos on its website, allowing potential visitors to experience the nature, leisure activities, and grandeur of the estate via the internet first.

Educate with How-To Videos

Lowe’s Home Improvement has a regular video series on its YouTube channel to show consumers how to do everything from build decks to replace indoor pipes. While some videos net only around 400 views, their most popular video on how to install a paver patio received close to 500,000 views, and their YouTube channel has almost 10,000 subscribers who receive emails when a new video is posted. It’s also important to note that how-to videos featuring your business’s products are a great way to drive sales since it takes the guess work out of figuring out what to buy. Consumers know they can just visit your store to get everything they need.

Change Public Perceptions with PR Messages

In 2009, two Domino’s Pizza employees created a YouTube video of themselves contaminating food at a local franchise. Soon, the video went viral, then television news picked up the story, and suddenly Domino’s was in the middle of a public relations nightmare. At first, the parent company responded via traditional means – press releases and other written public statements. But ultimately, it took a video response from the company president to reach and begin to rebuild trust with the public and consumers who’d seen the defaming video. We all know that an in-person apology is the most effective and sincere. Videos are the closest a business can get to that kind of impact on a large scale.

(and finally…) Don’t Be Afraid to Have a Little Fun!!

There’s a small blender/mixer company in Orem, Utah called Blendtec. Compared to big ol’ Lowe’s Home Improvement’s 10,000 video subscribers, little ol’ Blendtec has – wait for it – 375,000! How do they do this? Easy. In addition to a quality product, they have fun and make consumers feel good (yes, that matters!). And the combination of those three can keep a brand at the top of consumers’ minds.
In late 2006, the company president Tom Dickson started the “Will It Blend?” video series, in which he grinds up everything from crowbars to iPads in to demonstrate the strength of his blenders. In the embedded video below, he even grinds up Thanksgiving dinner (including a huge turkey leg) for his toothless Uncle Floyd. 328, 482 people couldn’t resist watching this video. Can you?



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