Video: Turning Eyes to Buys

Dustin Cederholm

Digital Marketing Director, Fluid

Dave Vance

Director of Marketing, VidAngel

Phil Case

Managing Director/Partner, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue.

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

@Dustin Cederholm @GetFluid@VidAngel

Dave Vance works as a marketer for the filtering company VidAngel, a comedy writer for the TV show Studio C, an ad writer for the Harmon Brothers ad agency. He was the lead writer on Squatty Potty’s Unicorn / Ice Cream Ad, Purple’s Goldilocks / Egg Test Ad, and VidAngel’s Heaven and Hell, Red-painted box, and Game of Thrones ads. All together, his ads have been viewed over 200 million times.

@GetFluid

#FluidWebinarSeries

@VidAngel

Let’s Geek About VideoW h y a r e w e s o p a s s i o n a t e a b o u t v i d e o a n d m a r ke t i n g ?

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There’s a special place for video

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What Makes Video So Fun?

• Charac te r s• Sto ry• Visua l• Aud io• Produc t ion • Produc t ion Qua l i t y ?• P lo t tw i s t• Shock & Awe

The Rise of Video

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Video Marketing Is Here To Stay1 / 3 o f a l l o n l i n e a c t i v i t y i s s p e n t w a t c h i n g v i d e o

Q 2 2 0 1 5 w a s t h e fi r s t t i m e m o b i l e v i d e o v i e w s e x c e e d e d d e s k t o p v i e w s

5 0 % o f a d v e r t i s e r s a r e s h i f t i n g b u d g e t s f r o m T V t o d i g i t a l v i d e o

” H o w - t o” s e a r c h e s a r e u p 7 0 % y e a r- o v e r- y e a r o n Yo u Tu b e ( f r o m 2 0 1 4 - 2 0 1 5 )

E x p l a i n e r a n d p r o d u c t f e a t u r e v i d e o s w e r e t h e m o s t p o p u l a r v i d e o s f o r r e t a i l e r s i n 2 0 1 5

Yo u Tu b e r e p o r t s m o b i l e v i d e o c o n s u m p t i o n r i s e s 1 0 0 % e v e r y y e a r

Statistical sources: http://blog.hubspot.com/marketing/video-marketing-statistics & http://www.invodo.com/resources/statistics/

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Video Marketing Works9 6 % o f B 2 B o r g a n i z a t i o n u s e v i d e o i n s o m e c a p a c i t y i n t h e i r m a r ke t i n g c a m p a i g n s o f w h i c h 7 3 % r e p o r t h a v i n g a p o s i t i v e R O I

V i d e o a d s m a ke u p 3 5 % o f t o t a l o n l i n e a d s p e n d i n g

M a r ke t e r s w h o u s e v i d e o g r o w r e v e n u e 4 9 % f a s t e r t h a n n o n -v i d e o u s e r s

C o m b i n i n g v i d e o w i t h f u l l p a g e a d s b o o s t s e n g a g e m e n t b y 2 2 %

Re a l e s t a t e l i s t i n g s t h a t i n c l u d e a v i d e o r e c e i v e 4 0 3 % m o r e i n q u i r i e s t h a n t h o s e w i t h o u t

Yo u Tu b e r e p o r t s m o b i l e v i d e o c o n s u m p t i o n r i s e s 1 0 0 % e v e r y y e a r

Statistical sources: http://blog.hubspot.com/marketing/video-marketing-statistics & http://www.invodo.com/resources/statistics/

Types of Video

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Production Video• I n t h i s c a s e , f o r b u s i n e s s e s , w e ’ r e r e f e r r i n g t o a

p r o d u c t o r s e r v i c e v i d e o s u c h a s :• Re a l l i f e• A n i m a t i o n• W h i t e b o a r d• Ta l k i n g h e a d• P r o d u c t• L i f e s t y l e

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VlogV i d e o b l o g s a r e b e c o m i n g m o r e a n d m o r e p o p u l a r a n d c a n a d d r e a c h a n d e n g a g e m e n t t o y o u r b l o g s t r a t e g y.

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Live VideoL i v e s t r e a m i n g v i d e o h a s b e c o m e m a i n s t r e a m a s

t e c h n o l o g y a l l o w s a n y o n e t o p a r t i c i p a t e .

• Fa c e b o o k L i v e• Yo u Tu b e L i v e• Pe r i s c o p e• M e e r k a t• U s t r e a m• B l a b ?

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Other Video Marketing You Should Use

• “ H o w - t o” v i d e o s• D e m o n s t r a t i o n v i d e o s• V i d e o i n e m a i l• E m p l o y e e i n t r o d u c t i o n s• C u l t u r e e v e n t s

Major Campaigns: 3 Golden Means

1. Comedy

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1st Extreme: Relevant, but not funny

• Covers the necessary po in ts

• Often no t engag ing

• Examp le : t yp i ca l ca r dea le r sh ip ad

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2nd Extreme: Funny, but not relevant

• Makes you l augh

• You o f ten come away no t remember ing the p roduc t

• Examp le : “Tha t ’ s no t my mommy” , Young D i rec to r Award

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Golden Mean: Relevant Funny

• Examp le : The Man Your Man Cou ld Sme l l L i ke

• Not p red ic tab le , no t ou t - o f- the -b lue , bu t pos t -d i c tab le

• J oke downs t ream

2. Virality

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1st Extreme: Pure pitch

• Often ove rwhe lm w i th s ta t s

• Hard to find memorab le examp le , because they ’ re no t o f ten memorab le

• Examp le : l o t s o f ca r commerc ia l s

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2nd Extreme: Pure share-ability

• Very fun and shareab le

• Somet imes banks on v i r a l i t y f o r on l ine success

• Examp le : Chee r ios Dad ad

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Golden Mean: Shareable pitch video

• Examp le : Do l l a r Shave C lub

• “Make i t power fu l enough tha t i t doesn ’ t have to be v i r a l ”• St rong

convers ion , s t rong en te r ta inment

• Good ROI

• Vi ra l i t y i s bonus

3. Purpose

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1st Extreme: Pure brand

• Come away w i th pos i t i ve f ee l ings toward company

• But no s t rong idea why you shou ld buy

• Examp le : mos t cha rac te r ads

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2nd Extreme: Pure sales

• Come away know ing why you shou ld buy

• But no t usua l l y s t rong fee l i ngs toward the company i t se l f

• Examp le : mos t i n fomerc ia l s

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Golden Mean: Branded Sales

• Examp le : HB ads

• Memorab le cha rac te r , aes the t i c , and vo i ce

• St rong sa les p i t ch , pa t te rned a f te r i n fomerc ia l s

How To Get Started With Video Marketing

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Consider This, But Don’t Freak Out• P r o d u c t i o n / P r o d u c t i o n Q u a l i t y

• E d i t i n g

• T i m e & Re s o u r c e s

• B u d g e t – Yo u d o n ’ t h a v e t o s p e n d a l o t !

• I n - h o u s e v s . T h i r d - p a r t y

• S t o r y b o a r d i n g

• Re a l v s . s u p e r i m p o s e d c o n t e n t

• E ff e c t i v e c h a n n e l s f o r y o u r b u s i n e s s m o d e l

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Start Using Video Marketing Today

• i P h o n e o r o t h e r v i d e o c a m e r a

• A u d i o e q u i p m e n t

• W i l l i n g c o r p . p a r t i c i p a n t

• S h o o t s o m e t h i n g s m a l l

• P i c k a c h a n n e l t h a t i s n o t f o r p r o s

• S e e h o w y o u r a u d i e n c e r e a c t s

IN SUMMARY• Video is fun and ridiculously effective

• Consumers are beginning to expect video

• There are many different types of video marketing, pick the one that is right for you

• Many social channels are rewarding users for posting native video

• 3 Golden Means: Relevant Funny, Shareable Pitch, Branded Sales

• Don’t let it overwhelm you, there are many ways to begin

• Start sooner, rather than later

Questions?

THANK YOU

@GetFluid

#FluidWebinarSeries@VidAngel