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Video Makes A Marketing Star
- 1. Video Makes The Marketing Star Jessica Bybee-Dziedzic Director of Partnerships, Saffire
- 11. OR SELL AT THE GATE
- 12. I’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
- 13. 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
- 15. “VIDEO FIRST”
- 18. 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.
- 22. 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
- 26. WHERE TO START?
- 27. 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.
- 28. SETTING UP YOUR STUDIO • Slightly higher budget – Webcam • Con: Less portable • Pro: Adds technical improvements like white balance, auto-focus, and brightness settings • ~$80
- 29. SETTING UP YOUR STUDIO • Bigger budget – Digital SLR camera • Great quality video • ~$500
- 32. 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)
- 33. 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)
- 34. 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)
- 35. 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”
- 36. 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
- 38. Create A Plan • Step 1: Set some goals! What are you trying to achieve? • 4 Types of video: AWARENESS
- 39. Awareness Video • Dates • Time • Location • How to BUY tickets
- 40. Create A Plan • Step 1: Set some goals! What are you trying to achieve? • 4 Types of video: AWARENESS ENGAGEMENT
- 41. Engagement Video • Short & sweet • Ask your audience to participate with comments, likes & shares
- 42. Create A Plan • Step 1: Set some goals! What are you trying to achieve? • 4 Types of video: AWARENESS ENGAGEMENT PRODUCT
- 44. Product Video • Show your product off! • Food, Rides, Games, Livestock, Concerts • Behind the scenes
- 45. Create A Plan • Step 1: Set some goals! What are you trying to achieve? • 4 Types of video: AWARENESS ENGAGEMENT PRODUCT SUPPORT
- 46. Support Video • “How To” Tutorials • Walk your customers through a process • Ex. How to plan your day at the Fair!
- 47. 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
- 48. CREATE A CONCEPT
- 49. 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.
- 50. 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.
- 51. 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.
- 52. Source: Animoto
- 53. AT YOUR EVENT Use for: • Candid video streaming – LIVE! • Announce special offers & promotions • Live Q&A Sessions with important figures/entertainers • Recorded Q&A Sessions Remember: • Place ads on Facebook even for live content
- 54. GETTING THE WORD OUT
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- 61. MAKE IT A ROUTINE
- 62. CROSS PROMOTE • 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
- 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