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