DRTV: DR Online Video
5. Video Advertising: Using direct response broadcast techniques, you can create short pre-roll, mid-roll or post-roll advertisements that are included with the long-form videos of others on YouTube, BrightRoll or other video hosting platforms. It's a way to use direct response techniques to generate clicks that lead to a landing page, or calls via inbound phone.
No matter what type of product or service you offer, video has the ability to infuse new energy and turn around direct marketing campaigns. Here are examples of three of those video techniques in action:
1. Opt-in Lead Generation
For a new product that has a fascinating story to be told, video can be highly effective at helping you build an opt-in email list of prospective customers. In this example for a health-related product, a short opt-in video was created and placed on a Web landing page.
It begins by telling the first part of a long story using voice-over, stock video, stock photos and words on the screen to hold the viewer's interest. At the end of the video, the viewer is encouraged to opt in with an email address to immediately watch the next video in the series, which tells more of the story.
The benefit of this approach is you can pace the delivery of the somewhat complex message, or story, and over time build understanding, trust and anticipation from your audience.
2. Personal Marketing
In this example, the owner of a firm offering security guard services explains his unique selling proposition. The video appears on the home page of his website. It's hosted and optimized for organic search on YouTube, making it available to attract inbound search.
The video was recorded in front of a green screen, which allows for any background to be used. Words on the screen along with stock photos reinforce the narration and keep the video moving along.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.