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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.

 

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When a direct marketing campaign achieves a 20 percent lift in sales—with video as the central delivery vehicle—it deserves a deep dive analysis. As we reflected on what made this campaign so successful and lifted an organization from the marketing doldrums, we identified three transformational concepts that explain why this campaign was a huge hit. If your direct marketing results have seen a steady decline over the years, and you're ready for a marketing turnaround, this message is for you.

The three words we use to describe this marketing transformation are:

  • Purpose
  • Frequency
  • Free

Using these concepts, you can supercharge email and social media using online video, and also strengthen direct mail, print advertising and other channels.

With video, you have purpose every time you reach out to connect with your installed base of customers or followers with email and social media. Your offer is transformed from "buy me now" to "engagement."

Using an approach that builds a continuing story, with chapters unfolding with each new video, you can create videos that have purpose for email to customers and prospects. Video also leverages the power of social media because you create ongoing connection.

With video, you can more frequently reach out to your customers and prospects with email and social media by giving them free information.

Get the complete story where we describe purpose in Part 1 of this two-part video series.

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

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