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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.

 

Direct Mail for the Modern Marketer

Summer Gould
When Is EDDM Right for You?
Oct 30, 2014

EDDM (every door direct mail) has gained in popularity. EDDM, as defined by the USPS, is designed to help you...



Reinventing Direct

Gary Hennerberg
5 Tips to Sell Media Multitaskers
Oct 29, 2014

How many gadgets do you juggle simultaneously? Assuming you're like most people, you're on your laptop/tablet, smartphone and other media...



Keeping Search Profitable

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Giving Organic Search Credit
Oct 28, 2014

For many marketers, the end of the year marks the end of their budget cycle. It is certainly not revealed...



Marketing Sustainably

Chet Dalzell
San Diego Dreamin' - Charging Through 'The DMA'
Oct 27, 2014

The last time the Direct Marketing Association held its annual conference in San Diego, it was 2009, we were all...



The Power Punch

Carolyn Goodman
Hottest 2014 Marketing Tip for Small Business? Put Aside a Budget!
Oct 24, 2014

Over 50 percent of the working population (120 million) work in a small business, and that trend is growing. According...



Here's What Counts

Chuck McLeester
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There's a lot of data out there. More than any one marketer needs at any one time. The new frontier...



The Integrated Email

Cyndie Shaffstall
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If you're sending your marketing campaigns without benefit of A/B or multi-variant testing—most companies admit to fewer than five tests...



Muscle Marketing

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This is going to be a short post. First, a caveat: No one SEO tactic is the end-all be-all, in...



Mobile-First Marketing

Greg Hoy
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Oct 20, 2014

The increasing use of mobile devices, mobile Web, multiple advertising platforms and the advancement of network technologies creates new opportunities...



Making Social Sell

Jeff Molander
Why You Aren't Getting Appointments on LinkedIn
Oct 17, 2014

Ninety-five percent of sales reps using LinkedIn are getting few—if any—appointments. They're using premium services, Sales Navigator, sending InMail, joining...



Ruthless B-to-B Marketing

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6 Great Blogs for B-to-B Marketers
Oct 15, 2014

In our fast-changing marketing world, a smart B-to-B practitioner keeps up to date by learning from thought leaders. While this...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Missing Data Can Be Meaningful
Oct 9, 2014

No matter how big the Big Data gets, we will never know everything about everything. Well, according to the super-duper...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
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As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Triple Venti Dolce Data...

Vince Pickett
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Aug 21, 2013

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



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

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



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

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The Internet Can Make You a Chump—Forever!
Sep 25, 2010

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



Turnaround Tired Direct Marketing Campaigns With Video

 

Online video marketing has the ability to transform and turnaround a tired direct marketing campaign. We wouldn't make this claim if we hadn't witnessed a 20 percent lift in sales from an integrated campaign using video. If you're a regular reader of our blog, you may recall how we took you inside a successful video marketing program for a performing arts organization in October. At that time, we were testing a "proof of concept" of video marketing to sell tickets to a Fall performance.

Because the proof of concept using video worked, we applied this approach during November and December to promote the organization's Christmas shows.

We're delighted to report that this latest online video campaign worked, lifting sales by nearly 20 percent over last year. And it wasn't just ticket sales that were impacted. Product sales at the event broke new records, too.

Because the proof of concept in the Fall worked, it gave confidence to the organization to commit to significant changes in marketing direction for the Christmas season.

A series of five "behind the curtain" videos were created to create curiosity in the upcoming performances, interspersed with three "music" videos where the product was, in effect, given away.

A primary advertising channel (and expense) for the organization in prior years—radio—was dropped entirely.

Email marketing was leveraged in a big way because the videos gave purpose to frequent messaging. The previously established Facebook "group" approach wasn't robust enough for marketing purposes, so we started all over with a Facebook "page." Twitter and Pinterest played a role. Direct mail remains an important vehicle because the demographics of the group. This was a true multi-media, offline and online direct marketing campaign.

There was some concern that we would "oversaturate" to the installed base of thousands of patrons on the email list and they would unsubscribe in droves. Or that we would "over post" on Facebook and turn off fans who would "unlike" us.

Yet, because we applied sound content marketing practices, not only were patrons not alienated-they asked for more.

It was the viral effect of the video at the core of the campaign that drove engagement, and brought in new patrons to the performances that had never before heard of the group. On Facebook, using promoted posts and ads, friends of friends were introduced to the organization, and many of them came to the show.

Why did this happen? Because weaving everything around online video transformed the entire direct marketing campaign.

The turnaround of a tired effort from the past resulted in three transformations that turned the campaign around: with video, the direct marketing campaign 1. had purpose, 2. enabled frequency and 3. we could use the content marketing component of "free."

We'll elaborate on these three transformational components, and how we made them work, in our next blog in early January.

In the meantime, we invite you to watch this video for background about the "proof of concept" campaign from last Fall.

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