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.