direct marketing: how video marketing turned around results
DESCRIPTION
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=rXIHUWOVTssTRANSCRIPT
- 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 [email protected] 817-318-8100 www.hennerberg.com http://www.targetmarketingmag.com/channel/online-video-marketing-deep-dive