Marketing-CWM Studios

Video Marketing

Video is fast becoming one of the best ways to market a business. Not only is video an attractive and
stimulating media platform but it is also a visually engaging way to promote a venue, product or service.
Videos are proven to capture the imagination of online visitors and often inspire conversion rates and
online bookings.

A study by Wharton Business School, in the USA, found that a well produced video increased information
retention by 50% compared to a printed brochure. This is because video is multi-sensory and the more senses
that are engaged the more information a person retains.

That same study analysed the effectiveness of video as a means of direct marketing. It was found that
video direct mail response rates can be up to 600% higher than printed brochures. Furthermore, when
video is used it can speed up the buying decision process by 72% in comparison to a printed brochure.

Also, in a survey* into teaching and communication methods, it was found that on average, respondents retain:

10% of what they read
26% of what they hear
30% of what they see
50% of what they see and hear

* Source: Learning and Teaching Styles, In Foreign and Second Language Education, Richard M. Felder, North Carolina State University.

Online videos

Videos can now be easily distributed to your target market via the internet. This may be via a live webcast,
hosted on your site, distributed on sites such as YouTube, sent virally via email or may be an advert placed on
space you have purchased from a media agency.

A recent BBC survey found that 43% of people in
the UK who watch video online at least once a
week said they watched normal TV less. Online
videos are now hugely popular due to vastly improved
quality and the increased use of broadband.
What is more, people's habits are changing:
people expect to see video online. They expect to
see a video on a website.

The viral nature of a video also means that your
promotional message can be distributed much
further than conventional methods of advertising.
It’s no good having a video if nobody watches it.
Here at CWM Studios we also focus on getting
your video seen by as many potential customers
as possible.

The most important part of your video is its
accessibility and ease of distribution, so as well as
producing top-quality online videos; we also
suggest the best-possible methods of distribution.

Your website is one of the very best places for your video

Video provides your online visitors and users with attractive and informative marketing about your
products, venues and services whenever they want it, anywhere in the world. Video can increase the
average browsing time of online visitors and result in increased bookings, enquiries and online
purchases.
Online video can offer an excellent competitive advantage for your business, promoting your venue,
products or services in a highly engaging and effective way.
Furthermore, rich media content such as video can increase the page ranking of your website on
search engines such as Google.

Viral and email marketing

Another benefit of online video is the ability to send your videos – for free, to anyone in the world via
email or by posting your video to social networks. Some of the key benefits of posting your video in this way are:

Email is efficient to use and environmentally friendly
Sent information can be received almost immediately anywhere in the world
Sending information via email is free
Posting to social networks enable people to easily share your video with their networks
Social networks enable your video to reach a wider audience

Video links

Videos can sit in emails as video links – simple hyperlinks that when clicked, will open the video in a new
window and play automatically. This video link can say whatever you wish within an email ‘click here to
see video’ for example.

On the move – iPhone, iPod and MP4 downloads

More and more portable devices such as MP4 players and iPods can
play video. You can offer downloads from your video links to allow the
customer to keep your video on their computers or download them to
their portable video players so potential customers can take your
videos with them in their pockets.

Whether your future customers are on their way to work, on the tube
or are just out and about and have some spare time, portable video
content is excellent entertainment and our videos entertain their
viewers with your marketing messages embedding within them.

Video hosting
Once your video has been produced, it is vital to get it to your target
audience as effectively as possible. Video hosting and streaming ensures
that your online audience has access to your video and that it loads quickly and
plays smoothly.

Ideally, videos should be hosted on media hosting servers and not on web hosting servers,
which can cause disruption to your media site and slow down and limit access to your web pages

.

Why use video?

Five ways video
could help to
improve your business

1 Showcase what you do to prospective customers
Video is perfect for communicating the depth and quality of your product or service and the enthusiasm or
expertise of your staff. If you are a professional services firm, then your people are your greatest asset and they can
clinch an enquiry with a good pitch. It’s ideal for hotels, spas, or restaurants as you can immediately communicate
the experience. Also, web-based video content has a higher click-through rate than images alone.

2 Grow traffic through search and social media
Like images, video can be tagged and found through Google and other search engines. You can also use
social media (Facebook, YouTube etc.) to place your video where prospective customers can find it and be led back to
your site. Make sure that you make it easy for visitors to share and pass on your video content to their friends.

3 Help your customers get the most from your products or services
If your product is complex and customers need help to get the most out of it, video is an easy way to explain
how it works, for example – and also to reduce the number of post-purchase queries.

4 Create compelling testimonials
If you can persuade your best customers to wax lyrical about your product or service on camera,
you have a winning asset.

5 Generate pay per view revenues from valuable content
If you already charge for provision of specialist content on your website – maybe as a training company –
consider whether you can offer pay per view videos on your site. If this is a step too far, use video as a trailer
for long-form DVD video content.

Why should you use
video content for
online marketing?

1 Using video content can increase sales
Video helped M&S to increase online sales by 30% (New Media Age , October 2009). It launched the online video
service M&S TV in April 2009 and has served more than 1 million minutes of content, with click-through rates up by 30% and
a sales uplift of 90% for some products.

2 Using video content can improve your customer's experience online
Adding product videos to your website not only improves the user-experience and for shoppers it increases the
likelihood of a sale.

3 Using video content improves your website ‘stickability’
Video gives your merchandise, product or service an added dimension, improves the customer’s shopping
experience, and adds great value to your online store.

4 Broadband speeds and
developments in technology
mean that online advertising
has now over taken TV
advertising
(BBC September 2009)

5 Online video is riding a wave
of popularity
Industry researcher Forrester Research reports
that 34 percent of all internet users view video
online at least monthly, and 53 percent have
seen a video online at least once.

How to use
video content?

Videos can now be easily distributed to your target market via the internet
This may be: –

via a live webcast – webinar or product launch
hosted on your site – product or service infomercial
distributed on sites such as YouTube – viral social networking
sent virally via email – email marketing as a download
an advert placed on space you have purchased from a media agency

A recent BBC survey found that 43% of people in the UK who watch video online at least once a week
said they watched normal TV less. Online videos have become more popular and abundant over the past few
years due to vastly improved image quality and the increased use of broadband. What's more, people's habits
are changing: people expect to see video online. They expect to see a video on a website.

The viral nature of a video also means that your promotional message can be distributed much further
than conventional methods of advertising.

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