Part 2 of the 2013 Video Marketing Summit panel, "Reel Case Studies – The Anatomy of Successful Video Marketing," comes courtesy of Jen Grogono, CEO of uStudio (Part 1 here). Grogono gave us a post on the 5 "P's" of video marketing, which she used in her case study of TasteMade's Hilah Cooking. So, what are these 5 "P's," and why do you need to know them? Well, it all comes down to having a plan for your video marketing strategy. You need to know going in what exactly you want to get out of it. And this is a guide to help you with that.
Grogono talks about the diversity of video, and how creators need to have a method to the madness. So she introduces the 5 "P's" to video:
uStudio Case Study: TasteMade's Hilah Cooking
Here's one of Hilah Cooking's videos:
For production: They needed videos that educated/informed, sold products, were under 10 minutes, with authentic (non-Hollywood) talent, at a cost of under $500/video. They wanted to shoot 2 times a week with 4-5 hours dedicated to the production.
For packaging: Hilah used metadata optimized for search to drive traffic to their website. They wanted logos and their colors to be throughout the content and surround the embedded content on their website; calls-to-action to learn, join, and buy; pre-rolls and overlays, social sharing, tags and annotations, and to be encoded for all formats. They asked for e-mail addresses to increase their e-mail database.
For publishing: There's public and private audiences. Who are you trying to reach? Some brands want to reach everyone, but others want to stay small–they need videos to go to employees or partners. Hilah hosted their videos on their own site, YouTube, Blip, podcasts, and Roku and AppleTV. Surprisingly, they found quite an audience on Roku, an older audience over 50.
Grogono uses a fishing analogy: you want to put your lure where you think you can catch fish, but sometimes you throw it in an unconventional area and catch a surprising amount. She called this "dynamic segmentation."
For promotion: You simply need to tell as many people who would be interested as possible. Hilah used social networks such as Pinterest (which they use the most) and Facebook, PR, e-mail marketing, a newsletter, and well-written SEO for people to find their stuff.
For profit: You need to know what you want on your ROI. It's not always money. Sometimes it's data and time spent with your brand. Sometimes you need those other forms of currency to generate more revenue later. Sometimes you're trying to build an e-mail marketing database, sometimes you're just wanting to save money: for instance, a video can help reduce the amount of calls to your call center.
Case Study Results:
Hilah is spending $75-95,000 on video per year. They saw 10x growth over 2012 in product sales, increased their e-mail database, and time spent with the brand. Grogono adds, "You don't have to measure the same things these guys are measuring, but you have to measure something" to understand what a success is for you.
So, what are your 5 "P's," even if it's symbolic and doesn't start with a "P?"
That was part 2 of the "Reel Case Studies – The Anatomy of Successful Video Marketing." Part 3, with Chris Vasquez of Poptent, will be coming up.