the allure of online visual marketing
DESCRIPTION
Darlene Rondeau, VP, Best Practices Online Merchandising, presented this at the Eye For Travel Conference in Las Vegas this week exploring the allure of online visual merchandising.TRANSCRIPT
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vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
The Allure of Online Visual Merchandising
September 13, 2012
Darlene RondeauVP, Best Practices Online Merchandising
VFM Leonardo, Inc.@darlenerondeau
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Today’s reality
Humans are visual and social
We love a good story
People and their devices
Get in the game
@vfmleonardo
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Hilton’s question is shifting from ‘Where do guests book?’ to ‘Where are they making their decision?’
Paul Brown, President Global Brands & Commercial ServicesHilton Worldwide
“Source: Hospitality Times, Hilton takes steps to level OTA playing field @vfmleonardo
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Embrace the leisure experience and put it in a context that’s congruent with managed travel.
Nick Vournakis, Senior VP and GMCarlson Wagonlit Travel Canada“
Source: Hotel News Now, Next gen blurs lines of corporate, leisure
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Source: eMarketer Webinar, Cashing In on Mobile Shopping @vfmleonardo
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@vfmleonardo
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Help others
Sound smarter
Make people laugh(explains why cat videos are so popular)
Be first to share something new
Study by:
Think about, what will someone get out of sharing this content?
Simple stuff gets shared more often
Surprisingly…email is still popular way to share content
Source: YouTube, The Skim: Why do people share online content? Based on New York Times Study
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Source: SlideShare, Aol & Nielsen content sharing study
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Travel is one of Top 10 Categories on Pinterest
Source: Mashable, What People Are Pinning on Pinterest
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Source: Smartmoney, Why Social Networks Want Your Photos
Photos are the real currency for social networks.
Matt WallaertPsychologist“
Like bank accounts, experts say photos are “sticky.”
@vfmleonardo
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@vfmleonardoSource: YouTube, Press Statistics
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Sources: eMarketer, Product Videos Nudge Apparel Shoppers Toward RegisterInvodo, Video Statistics: The Impact of Video
52% of consumers say that watching product videos makes them more confident in their online purchase decisions.
Professionally produced video optimized for eCommerce outperforms user-generated video (UGC video) by 30%.
½ of US internet users had watched product videos on the homepage of a retailer.
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@vfmleonardo
Your video doesn’t have to bea Hollywood production…
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32% of travelers chose a different hotel based on the impact social media
had on them3
32% of travelers chose a different hotel based on the impact social media
had on them3
62% of leisure travelers find
travel brands’ Facebook pages
helpful2
62% of leisure travelers find
travel brands’ Facebook pages
helpful2
30% of travel shoppers viewing special offers on Facebook click to
check rates1
30% of travel shoppers viewing special offers on Facebook click to
check rates1
Sources: 1. VFM Leonardo Reporting2. Atmosphere Research Group Study, 20113. Rasmussen College, Infographic: Social and Mobile Make Summer Travel a Breeze
@vfmleonardo
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20
Properties with more than 20 photos get 150%
more engagement
- TripAdvisor
Properties with more than 20 photos get 150%
more engagement
- TripAdvisor
Hotels with at least 15 photos sold 3x more
room nights than hotels with fewer than 5
- Expedia
Hotels with at least 15 photos sold 3x more
room nights than hotels with fewer than 5
- Expedia
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Source: YouTube, Press Statistics
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For sale. Baby shoes. Never worn.
Ernest Hemingway “@vfmleonardo
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Source: slideshare.net, 40 Storyquotes that will shake your mind
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28
Source: ReelSEO, December 2009
Zappos reports a6% to 30% increase
in sales for products with video
Zappos reports a6% to 30% increase
in sales for products with video
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@vfmleonardo
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Source: Adapted from Google, The New Multi-screen World: Understanding Cross-platform Consumer Behavior @vfmleonardo
Smartphone most common starting place for planning a trip
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@vfmleonardo
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@vfmleonardo
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@vfmleonardo
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37 @vfmleonardo
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@vfmleonardo
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