Video Marketing - Phil Schulz
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The document discusses how web video can be used to market multi-family properties in a cost effective manner. It outlines how production costs for web videos have decreased significantly with new technologies. Web video is a growing medium, with over 150,000 videos uploaded daily to YouTube alone. Research shows that web videos can drive traffic and sales for advertisers. The document provides tips for creating effective web videos and discusses distribution strategies through video indexing sites and aggregators to reach large audiences.
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Video Marketing - Phil Schulz
- 1. Marketing Multi-Family Properties with Web Video
- 2. WHAT IS TURN HERE ? Producer of web-based short-form video content designed to inspire consumers to: DO something GO somewhere SEE something BUY something Signature style Visible, first-person, non-actor narrator to heighten authenticity and believability Fast-paced for Internet consumption High quality, low cost Geographically distributed, independent filmmaker network
- 3. Source: Nielson/NetRatings, March 2006 VIDEO-ENABLED TECHNOLOGY CATCHES ON Broadband penetration growing at more than 25% annually
- 4. 2000 2008 QUALITY PRODUCTION MORE AFFORDABLE New technology and models have slashed production costs Production crew Camera Sound equipment Lighting kit Editing software Computer TOTAL $500 $3,000 $750 $2,000 $750 $1,500 $8,500 Production crew Camera Sound equipment Lighting kit Editing station Post production crew Post editing studio time TOTAL $1,500 $75,000 $3,000 $5,000 $50,000 $3,000 $1,500 $139,000
- 5. VIDEO POPULATES THE WEB The YouTube phenomenon Total videos uploaded as of March 2008: 78.3 Million Videos uploaded per day: over 150,000 Source: Digital Ethnography, March 2008
- 6. USER INTEREST IN WEB VIDEO ON THE RISE One in four Internet users watch online videos weekly or more often Source: Online Publishers Association, March 2006
- 7. ONLINE VIDEO – A COST EFFICIENT WAY TO REACH YOUR MARKET 70 million Web sites – each one a video channel "In total," ComScore said, "138 million Americans -- approximately three in four U.S. Internet users -- viewed online video in November [2007].” "Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales. … The results show that there are clear ROI advantages to placing video ads.” - Rick Bruner Research Director, DoubleClick; March 2007 *Information Week Online, January 2008 : http:// www.informationweek.com/news/showArticle.jhtml?articleID =205901461
- 8. DRIVE TRAFFIC AND SALES Source: Kelsey Group User View Study 2007 Source: Online Publishers Association, March 2006 24% Made a purchase 30% Consumers went to the store 55% Consumers visited the web site After Viewing an Internet Video 17% Clicked on a pop-up or text link 33% Used a search engine to get more information 40% Visited a Web site mentioned in the video 40% Clicked on one of the “related links” Action Taken From Viewing Online Video
- 9. ADVERTISER INTEREST IN VIDEO GROWING Online video ad spending to grow over 60% per year through 2010 Source: eMarketer, November 2006
- 10. GOOD CONTENT IS KING! What makes a great web video? Strong character: Who is appearing on camera? Are they funny, animated, interesting, charismatic, likeable, trustworthy? Good Lighting: Save time and $ by using natural light. Well lit locations with the right backgrounds. Dark faces, dark places and dark settings do not work. Good Sound: Audio is central. Background noise, echoes, can muck it up. Motion: People in motion are a better alternative to talking heads. Sit down interviews have their place but long talking-head diatribes are deadly. Shoot plenty of related, insightful and fun b-roll: Beauty shots, action, people, city/street scenes, details, etc.
- 11. WHAT MAKES A GREAT WEB VIDEO More Visuals: Add archival, pictures and graphics work, if it gives you a fun break from video speeches or gives the piece depth. Pacing is crucial: Whereas TV is a "lean back" experience, web video is "lean forward" and viewers are expecting to be constantly engaged. Web video must be well-paced or your viewer may click elsewhere. A strong story: Include a narrative, no matter the subject. The Grabber: Each video should include one insightful or personal shot or line; the hook, the grabber. People being real and personal: Not canned, overly scripted or over-prepped. Authentic messages are the key.
- 13. WATCH OUT FOR PITFALLS Rights clearances (appearance, music, location) Production budgets Timelines Quality control
- 14. DISTRIBUTION - THE OTHER HALF OF THE EQUATION You have great content, now what do you do with it? Add video to websites/blogs Video indexing sites Listing aggregators Email marketing campaigns
- 15. VIDEO ENGAGEMENT Add video to your website
- 16. VIDEO INDEXING SITES - BROAD DISTRIBUTION Search Engine Integration: Load videos into all the major search engines with key words and meta tags.
- 17. DISTRIBUTION THROUGH VIDEO INDEXING SITES
- 18. DISTRIBUTION THROUGH VIDEO INDEXING SITES
- 19. DISTRIBUTION THROUGH AGGREGATORS TurnHere and MyNewPlace providing web video to the multifamily market. Offering different levels of production to fit all needs. Delivering a cost efficient marketing tool and distribution platform.
- 22. Thank You! Phil Schulz Director of Sales TurnHere, Inc. [email_address] 510.658.9292 x147 www.turnhere.com