Video Killed the Print Ad

I just finished reading a broadbandevolved.com blog post that cites statistics predicting enormous growth in online local video revenue by 2012. It also projects that small- and medium-sized businesses will invest nearly 12% of their online advertising budgets in video ads because “people love online videos.”

I agree with broadbandevolved.com which projects online video becoming a huge revenue generator, not only because of it's proven effect on inbound marketing, but also because, one done correctly, it adds a viral component to any integrated marketing plan which has the potential to catapult a brand or message.

Where I can agree there are many traditional consumers who still prefer the written word, I do not feel that online video has, or should, replace written content. I do believe it can compliment this content, present it in a more precise manner, ad tone and authority and offer the opportunity to engage... engagement being an important part of the lasting impression equation.

People love online video. Americans viewed a record 13.5 billion online videos during the month of October - with nearly 40% of them on Google’s YouTube - representing a 45% increase in video watching vs. a year ago.

Source: comScore

The numbers say a lot, but here are a few other reasons to consider doing more than watching online video:

• Inexpensive tools & software have made producing videos easier than ever
• Almost all online video services are free
• Online video is easily measured. Most services provide statistics on views, visitor demographics, and other valuable information

Here are some tips that I have found help escalate online video for inbound marketing purposes:

1. State Your Objective.  Have a plan and tracking effectiveness
2. Be Yourself.  Viewers respond to originality, so do what comes natural. Be inspired, make it memorable and capture the viewer's attention. Don't make your message too "salesy". You can increase your brand recognition with a very clever video without ever having to give a sales pitch.
3. Keep it Short.  Online video should be shorter than 3 minutes to be effective. If you have a ton of ideas - make a series of short videos instead of one long one.
4. Write A Good Description.  Video-sharing sites let you create "tags," which are words that describe your video. These tags, along with the title and description, are how your video will get searched for and located on video sharing sites. Search engines like Google have recently added video to their search results, so optimizing the metadata around your videos is increasingly important. The more "relevant" metadata you add describing your video, the more likely someone is to find your video.
5. Increase Your Online Profile.  Now that you've launched the video online. How do you let people know about it? Embracing social media platforms as part of your communications mix is an integral first step.

How are you using video as a marketing tool?

How Has Marketing Changed in the Face of this Economic Downturn?

Change is almost always made during the down part of a cycle. Despite tighter business conditions, marketers should look to embrace the positive change this downturn can bring.

 

"Only the wisest and stupidest of men don't change."

 

- Confucius

 

In an industry which tends to cut spending, staff and budget in times like these, it is important to focus on efficiency drivers in order to be better prepared when the economy turns around. The recession will definitely weaken some, maybe most, but it will leave more marketshare for the strong. It is an opportunity to distance yourself from competitors.

 

Here are just some of the steps I have taken to maintain savvy, value-driven marketing since the recession began in December 2007: 

• Seek out pockets of demand; Focus on targets and segments that return - Re-trench bread-and-butter markets  
• Sharpen value proposition  
• Ramp up the Web and inbound marketing efforts, especially Web 2.0 and social marketing tactics  
• Introduce narrowcasting activities into the mix such as whitepapers, podcasts and webinars
• Take advantage of less clutter by integrating forward-thinking strategies with traditional media buys  
• Increase lead generation and nurturing... exit the recession with growing revenue  
• Present ROI that links marketing to revenue goals

 

Seth Godin is calling this recession the opportunity of a lifetime. The opportunity is to find opportunities that deliver real value and have a future.
 
By Jennifer Pricci

The First Three Steps Toward Social Media Marketing

While other channels are looking at cutbacks, social media marketing is on a growth path because it's low cost, it's proving to work, and it represents the future of marketing.

Creating a social media marketing plan should depend on your market’s needs and your company’s capabilities and offerings.

In my opinion, your first three steps should be: 

1. Clearly identify your target
2. Identify the key issues your target cares about as it relates to your offerings.TIP: create a bulleted list with no more than three or four words per item
3. Research which, if any, top bloggers are discussing these issues.TIP: User your bulleted list to search.

The following are good places to start:

• Technorati
• Del.icio.us
• Google Blogsearch
• Ask.com Blogsearch

Inevitably, any substantial subject matter area has a back channel where top bloggers and influencers chat. For example, PR and marketing bloggers tend to connect on Facebook, Twitter, and to some extent, LinkedIn. This back channel can yield powerful connections to highly influential minds who may not have blogs with top statistical ranking.

Marketers looking to find their subject area’s back channel should start with a basic search. Once your initial search yields important blogs, visit them and note which social networks the bloggers use to connect. Join their communities. And learn what your target really cares about.

Don’t just observe, participate. Comment on blogs and social networks in a non-promotional way.

For the Experiential Marketer...

As an Event Marketing professional I highly recommend Event Marketer Magazine, the Event Marketer website (www.eventmarketer.com) and other Red 7 Media publications (i.e. BizBash... a whole NEW world of prospects) to learn more about the heavy-hitters in this field.

For their top 100 Event Marketing Agencies of 2008 visit:

http://directory.eventmarketer.com/agencyitlist/home

I also recommend checking out those agencies that specialize in branded entertainment and sponsorship activation:

http://directory.eventmarketer.com/agencyitlist/results/Sponsorship+activation+-+execution

Finally, for a thorough Event Marketing Agency list visit:

http://directory.eventmarketer.com/cat/Agencies 
 
By Jennifer Pricci

Marketing In A Recession... Go Guerilla!

In recessionary times, even the biggest companies need to take a leaf from the efforts of smaller enterprises and market more effectively and in new venues. They MUST be more creative in their use of time, energy, and imagination.

That has led to the rise of guerilla marketing.

I have always been a big fan of Guerilla Marketing because of it's ability to directly touch target consumers. In my current role directing the marketing strategies of a large corporation which employs hundreds of independent contractors I have stepped up Guerilla Marketing education, particularly at targeted public events.

In your case you are speaking of the same. I feel experiential marketing is the most effective Guerilla Marketing tactic because of its ability to engage consumers with your brand immediately and, when done correctly, reaches them at a time when they are in a positive frame of mind which drastically increases recall and retention rates.

FuelNet.com (http://www.fuelnet.com/) offers the following Guerilla Marketing ideas that anyone can quickly put into practice:

Partnerships 

Consumers are more likely to listen to a marketing message about a particular business if it comes from another company, asserts Tom Richard, author of Smart Sales People Don't Advertise: 10 Ways to Outsmart Your Competition with Guerilla Marketing. "If you have a marketing budget of $2,000, go find nine other people who have a marketing budget of $2,000, and together spend $20,000 on the best promotion ever done in your town," he says. "You get the benefits of a $20,000 marketing campaign."

Stunt Marketing

Done right, the appeal of this guerilla marketing strategy is that it leaves a lasting impression. For example, Gary's Uptown Restaurant and Bar in Lodi, Calif., once ran a special on Wednesdays where bald men ate for free; other hair-challenged patrons were given discounts. It generated worldwide media attention. "That goes to show that you really can do something fantastic if you have the creativity behind it," says Colleen Wells, coauthor of The Complete Idiot's Guide to Guerilla Marketing.

Experiential/Event Marketing
A few years ago after a 40+ year career in sports journalism with a focus on horseracing, my Father became Executive Editor of the new website HorseraceInsider.com (http://www.horseraceinsider.com/).  While this site quickly gained equine enthusiasts it is also designed for the weekend fan and the site needed to reach this core. During one of the most popular meets in the Country, horseracing at Saratoga Racecourse during the peak of summer, I suggested my Father invest in thousandsof branded hand-held fans. Street teamers canvased each entrance of the racetrack and distributed these fans to people embarking on a day at the races. Not only was this potential new audience for HRI extremely greatful for a tool to keep them cool in 95+ degree weather, but the fans proved walking billboards throughout the racetrack and sparked conversation among those who didn't have one... "WOW, where did you get that, I'm so hot!" Finally, the tangible aspect of this piece remained in the hands of these potential new consumers. And all for less than $.05 each!

A Smile and A Handshake
That might not sound like guerilla marketing, but author Mitch Meyerson believes it's the first step in building a tighter bond with customers. "You could spend a few thousand dollars buying a classified ad and direct people to call you, but if someone in your business is having a bad day and they pick up the phone and have a crabby tone of voice, the prospect will not be interested [in your product or service," he says. "The first rule in successful guerilla marketing is to be upbeat and helpful every single time you have contact with the public. People fall short in this area quite consistently."

In the states, EventCrazy.com (http://www.eventcrazy.com/) is an excellent resource to search over 150,000 events and attractions with select criteria. Best part... it's FREE!

What are you doing to save on Marketing dime?


By Jennifer Pricci