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About Gary

If a picture is worth a 1,000 words, then an effective direct marketing sales conversion video can be worth 10,000. Online Video Marketing Deep Dive shows how fusing direct marketing with video marketing delivers sales. As technology has driven fundamental changes in direct marketing, Gary Hennerberg has successfully transferred traditional direct marketing principles to emerging new media. An author, speaker, strategist, copywriter, and analytics pro, he founded marketing consultancy Hennerberg Group, Inc., in 1992. Email him below or follow Gary on LinkedIn.

Co-authoring this blog is Perry Alexander of Success Messenger Group. Alexander’s passion is conveying information clearly and compellingly. He is a veteran marketing strategist, copy editor, design pro and video producer. Hennerberg and Alexander have worked together since 1996. They integrate direct marketing methodology with online video and other marketing applications for end-to-end, strategy-to-roll-out initiatives.  Follow Perry on LinkedIn.

 

Reinventing Direct

Gary Hennerberg
Are Autoresponders Killing Email Marketing?
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Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my...



Here's What Counts

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Marketing Sustainably

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This past month, I was reminded how vital it is to have grit to achieve success, that is "true grit."...



The Power Punch

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Pointing the finger has never been so easy ... and so anonymous. I suppose it's human nature to feel (and...



Brand Matters

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Verbify! Verbify! Verbify!
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What's your brand verb? Yes, you read that right ... verb. Each and every day great brands are energized by...



The Integrated Email

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Email Marketing: To Open or Not To Open ...
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For many of us, choosing the from name is a simple task. We send it from the person to whom...



Ruthless B-to-B Marketing

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One key to successful B-to-B lead generation programs is to calculate exactly the right number of qualified leads to provide...



Making Social Sell

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Sharing relevant content on LinkedIn likely will not get customers talking with you about what you're selling. Nor will commenting...



Big Data, Small Data, Clean Data, Messy Data

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Why Model?
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Why model? Uh, because someone is ridiculously good looking, like Derek Zoolander? No, seriously, why model when we have so...



Marketing Nuggets

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Too Big to Fail - But Not Too Big to Suck
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On a recent "Real Time With Bill Maher" show, Maher responded to the announcement that Time Warner Cable would merge...



Think Mobility

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‘I Can't Because, I Need ... ’
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Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Muscle Marketing

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Sure, fulfillment and inserts aren't as sexy as other forms of marketing, but they can be viable ways to bring...



Triple Venti Dolce Data...

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So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



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Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

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Instagram: Does It Matter That It Will Make Money on Your Pics?
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Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

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What Marketers Can Learn From Maine's Political Email Idiocy
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It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

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Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

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5 Tips for Top Positioning (And Converting) Page Titles
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Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Can Micro Social 6-Second Videos Work for Direct Marketers?

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Is it really possible to apply direct marketing principles to those new "micro social" 6-second videos (like Twitter's Vine)? ... And expect to monetize it? We're about to find out, and we'd like to invite you to get on board with the campaign test with your ideas. In turn, we'll share with you the results and statistics we'll gather from email blasts, Facebook posts, YouTube views, and ultimately sales performance. You may know about Twitter's latest foray into "micro social" with six-second videos on Vine, and if you're like us, you shake your head and ask, "really? Who would do that and why?" Moreover, is there a way to make money from this?

Our opinions on such wild concepts, however, don't matter. Results are what drive us as direct marketers. So rather than pour cold water over a new tool, we decided to dive into it to see if we could make it work. We're about to test the concept and find out if we can make it a success. We'll report on what's happening over the next few weeks and in April we'll have the final results.

(If the video isn't just above this line, click here to view it.)

This six-second video test starts next week, so it's early in the campaign with time to adapt and adjust. And that's where your ideas can come in. The campaign extends into early April, allowing plenty of time to adjust it along the way.

But there is a twist: because the organization we're testing this concept for doesn't have a large Twitter following, we figured, heck, why not create short video blasts that can reside on YouTube, Facebook, and a web landing page (where we already have a large audience), and see what happens.

We invite your participation in formulating this test by answering a few questions (along with other questions and suggestions you think of) in the comments section below. Here's how you can participate:

  • If you were in charge of marketing this 6-second series of videos, what would you do?
  • What would you put on the screen of these 6-second videos? What about other production ideas?
  • What would you do to expand the reach beyond the organization's email list and Facebook presence?
  • Would you use YouTube annotations?
  • Would you use Facebook promoted posts? Or Facebook pay-per-click ads?
  • What other social media options would you try to expand the reach?
  • For every 100 fans, what would you project engagement levels to be?
  • What percentage sales increase over last year's performance would you expect for this campaign to be considered a success?
  • What other key performance indicators, or KPI's, would you use to evaluate the sales results of this campaign?

Please share your ideas in the comments section below, or email me directly. We'll keep you updated in our future blog posts, and we'll find out together if all of this worked. If it's a bust, we'll tell you that, too.

With so much new coming into our marketing world, the more we share successes and failures with each other, the more effective and profitable we'll all be.

Companies Mentioned:

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