Harness the power of video for a winning marketing strategy
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Video is now an essential part of any marketing plan, but how do you maximise the power of video and ensure high ROI? Here are my tips for creating an effective marketing strategy to use video to increase sales and grow your brand.
Harness the power of video for a winning marketing strategy
- 1. 2017 息Hurricane Media UK Ltd Oi Conf and B2B Marketing Expo 2017 Harness the power of video to increase sales and grow your brand. Hurricane www.hurricanemedia.co.uk
- 2. HOW TO CREATE A WINNING VIDEO MARKETING STRATEGY
- 3. Short term sales uplift Long term brand growth
- 5. Effective video strategies for brands tactical insight, a relentless pursuit of outstanding creativity and the use of latest technology. We plan effective campaigns and make beautiful films, delivering results across social media, digital, TV and e- commerce. Put simply we harness the power of video and the strategy behind it, to make a huge difference to your business. We are a video marketing and production agency in one, producing engaging video content guaranteed to hit your business objectives. Showreel: https://www.hurricanemedia.co.uk/portfolio/hurricane-showreel/ Multi award winning video marketing agency
- 6. Some of our clients
- 7. Video Marketing Strategy Harness the power of online video to build your brand Video Marketing Strategy Harness the power of online video to build your brand JON MOWAT Video Marketing Strategy Harness the power of online video to build your brand JON MOWAT Video Marketing Strategy Harness the power of online video to build your brand JON MOWAT Jan 2018 www.koganpage.com
- 8. The changing landscape of marketing
- 9. The changing landscape of marketing CLASSIC
- 10. The changing landscape of marketing CLASSIC consumers rely on user reviews not solely on brand communications. Ad blockers Subscription sites Rise of content creators
- 11. The changing landscape of marketing CLASSIC Scott Galoway Death of the Industrial Advertising Complex https://www.youtube.com/watch?v=yOpSpQAxCHU Being the biggest advertiser no longer means biggest brand growth.
- 12. The changing landscape of marketing DIGITALCLASSIC
- 13. The changing landscape of marketing CLASSIC Action Consideration Awareness DIGITAL
- 14. The changing landscape of marketing AWARENESS CONSIDERATION ACTION
- 15. The changing landscape of marketing AWARENESS HERO HUB HELP ACTION CONSIDERATION ACTION
- 16. Why is video taking over?
- 17. 1: Zuckerberg and Google say so Why is video taking over?
- 18. 1: Zuckerberg and Google say so EG, ALS Icebucket Challange Why is video taking over?
- 19. 1: Zuckerberg and Google say so 2: It actually works Why is video taking over? OiConf Hurricane
- 20. STORIES THAT MOVE, HELD IN OUR HANDS OiConf Hurricane
- 21. Stories that move, held in our hands Narrative is central to human communication We explain and understand through story System 1 / System 2 OiConf Hurricane
- 22. Stories that move, held in our hands Narrative is central to human communication We explain and understand through story OiConf Hurricane
- 23. Stories that move, held in our hands Narrative is central to human communication We explain and understand through story System 1 / System 2 OiConf Hurricane
- 24. Stories that move, held in our hands picture motion signi鍖cantly increases arousal, particularly when the images are already arousing. Picture motion prompts heart-rate deceleration, re鍖ecting a greater allocation of attention to moving images. Detenber, Simons & Bennett, at the University of Delaware OiConf Hurricane
- 25. Stories that move, held in our hands Touching an object on a screen is a direct metaphor for the act of touching the content itself. Merely imagining touching an object activates imagery centres in the mind A direct touch interface increases the numbers of alternatives searched on tangible assets such as d辿cor and furniture over intangible benefits such as wifi. 60% of net traffic is now on mobile and touch devices and what was the normal way to watch content is no longer the norm. OiConf Hurricane
- 26. Stories that move, held in our hands Extension of personal self We believe more when it it comes from part of our connected, personal lives People holding an object will value it higher than those not holding it. Viewers holding a picture of something are willing to pay more for it than those watching on a screen they are not holding OiConf Hurricane Carl Rogers (Founding father of Humanist Psychology )
- 27. Unlocking the power of mobile video OiConf Hurricane
- 28. The changing landscape of marketing AWARENESS CONSIDERATION ACTION OiConf Hurricane
- 29. The changing landscape of marketing AWARENESS HERO HUB HELP ACTION CONSIDERATION ACTION OiConf Hurricane
- 30. The changing landscape of marketing AWARENESS HERO HUB HELP ACTION OiConf Hurricane
- 31. The changing landscape of marketing AWARENESS HERO HUB HELP ACTION Paid, earned, viral OiConf Hurricane
- 33. This film, created for lead agency The Real Adventure, follows the nutrition journey of mother and baby during pregnancy and toddlerhood. Hurricane sourced 5 children that looked similar enough to be the same child, arranged all filming and post and delivered a highly emotive film that connects with parents. Hurricane also provided alternative cut downs and edits for a range of activities across social. The video scored exceptionally high rankings in focus grouping and it now sits on Facebook, YouTube and the Aptamil website. Link: https://www.youtube.com/watch?v=aSRdEi3xN9k 386,000 views OiConf Hurricane
- 35. The aim of this paid campaign for Sykes was to drive brand awareness, leading to uplift in sales and owner sign ups. The consumer video campaign achieved great results against the Media Plan. Thanks to a 47% higher than expected engagement with the creative, the films achieved: 43% lower Cost Per View 220K extra Views 6% lift in Sykes Brand Awareness. 20% lift in Brand Interest. (Increase in Sykes searches during the campaign) Link: https://www.youtube.com/watch?time_continue=3&v=9nEl3guGinU 588,679 views OiConf Hurricane
- 37. The changing landscape of marketing AwarenessHHH OiConf Hurricane
- 38. The changing landscape of marketing Consideration AwarenessHHH HHH OiConf Hurricane
- 39. Maintaining Feeling : Building Fluency CONSIDERATION OiConf Hurricane
- 40. What is a Costa Barristas favourite coffee? This series of films drives Hub engagement on the Costa YouTube channel and has been recommissioned 3 times. Link: https://www.youtube.com/user/forcoffeelovers/videos 119,497 views OiConf Hurricane
- 42. The changing landscape of marketing Consideration AwarenessHHH HHH OiConf Hurricane
- 43. The changing landscape of marketing Action Consideration AwarenessHHH HHH A OiConf Hurricane
- 45. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ut velit eu justo tincidunt tristique. Proin libero quam, maximus sed rhoncus eu, dictum in eros. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed et sapien arcu. Suspendisse eget purus nec est luctus suscipit vel ac augue. Sed bibendum sed mi a hendrerit. Donec quis efficitur risus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ut velit eu justo tincidunt tristique. Proin libero quam, maximus sed rhoncus eu, dictum in eros. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed et sapien arcu. Suspendisse eget purus nec est luctus suscipit vel ac augue. Sed bibendum sed mi a hendrerit. Donec quis efficitur risus. OiConf Hurricane
- 46. PROBLEMS TO SOLVE Drive sales from video to store Make the shoppable video experience look, feel and act like Ted Baker THE RESULT? In just 1 week, the holiday video sent more than $75,000 in sales straight to TedBaker.com More than 2 interactions for every engaged view with over 1 minute spent, on average, engaged with the product in the overlay 60% of viewers interacting mobile devices, including the iPhone in browser (no apps needed) Interactive: Ted Baker http://creative.wirewax.com/commercial/tedbaker/ OiConf Hurricane
- 49. EVERY MINUTE! ! 300 hours of video uploaded to YouTube ! 1400 new blog posts! 2,460,000 pieces of Facebook content! 277,000 tweets! 347,222 photos on Whats App! 216,000 new instagrams! The content soup
- 50. EVERY MINUTE! ! 300 hours of video uploaded to YouTube ! 1400 new blog posts! 2,460,000 pieces of Facebook content! 277,000 tweets! 347,222 photos on Whats App! 216,000 new instagrams! The content soup Perceived effectiveness of marketers content has dropped from 42% to 34%. So only 3 out of 10 marketers feel that their own content is effective. Content Marketing Institutes annual survey
- 51. HOW TO CREATE A WINNING VIDEO MARKETING STRATEGY OiConf Hurricane
- 53. S I OiConf Hurricane P X Activation = Great Content
- 54. (Storyx Identity) Planning X Activation = Great Content OiConf Hurricane
- 59. Emotional Motivators for brands Fear Shyness Con鍖dence Aspiration Personal growth Key events FOMO OiConf Hurricane
- 61. (Storyx Identity) Planning X Activation = Great Content OiConf Hurricane
- 62. X Activation = Great Content OiConf Hurricane (Storyx Identity)
- 64. Planning X Activation = Great Content OiConf Hurricane (Storyx Identity)
- 65. Planning X Activation = Great Content OiConf Hurricane (Storyx Identity)
- 66. Planning X Activation = Great Content OiConf Hurricane (Storyx Identity) Goals Strategy (pipeline stage) Differentiation / Distinctiveness Psychological Drivers Conditions KPIs
- 67. KPIs Its about getting the most views right? OiConf Hurricane
- 68. KPIs Awareness goals Views Impressions Unique users Shares Brand Awareness uplift Ad recall lift Pr inches Customer surveys Consideration goals View through rate Channel subscriptions Engagement (Watch time, sharing ) Send out to companies like brain juicer Pr inches Customer surveys Action goals Click to brand page Measurable links Uplift in sales during campaign periord Signups Send out to companies like brain juicer OiConf Hurricane
- 69. SO WHAT ?!
- 70. Planning X Activation = Great Content OiConf Hurricane (Storyx Identity)
- 74. Planning X Activation = Great Content OiConf Hurricane (Storyx Identity)
- 75. Mass communication doesnt work as well as it did. The sales funnel has changed. Content is on the rise but there is just too much of it Well planned video can help your brand cut through Hero, Hub, Help and Action videos drive growth at various points of the funnel. The magic formula will help you make effective content The key to successful video is capturing emotional drivers. Set the right KPIs Summary
- 76. Jon Mowat Managing Director email: jon@hurricanemedia.co.uk tel: 07970 977049 John Lanyon Creative Director email: johnlanyon@hurricanemedia.co.uk tel: 07967 805384