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Video Marketing by Phil Schulz.
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Marketing Multi-Family Properties with Web Video
WHAT IS TURNHERE?
•Producer of web-based short-form video content designed to inspire consumers to:
–DO something–GO somewhere–SEE something–BUY something
•Signature styleVisible, first-person, non-actor narrator to heighten authenticity and believabilityFast-paced for Internet consumption
•High quality, low costGeographically distributed, independent filmmaker network
33%
45%55%
68%
2003 2004 2005 2006
U.S. Broadband Composition
Source: Nielson/NetRatings, March 2006
VIDEO-ENABLED TECHNOLOGY CATCHES ON
•Broadband penetration growing at more than 25% annually
2000 2008
Production crew
Camera
Sound equipment
Lighting kit
Editing software
Computer
TOTAL
$500
$3,000
$750
$2,000
$750
$1,500
$8,500
Production crew
Camera
Sound equipment
Lighting kit
Editing station
Post production crew
Post editing studio time
TOTAL
$1,500
$75,000
$3,000
$5,000
$50,000
$3,000
$1,500
$139,000
QUALITY PRODUCTION MORE AFFORDABLE
•New technology and models have slashed production costs
VIDEO POPULATES THE WEB
The YouTube phenomenon
•Total videos uploaded as of March 2008: 78.3 Million•Videos uploaded per day: over 150,000 Source: Digital Ethnography, March 2008
USER INTEREST IN WEB VIDEO ON THE RISE
•One in four Internet users watch online videos weekly or more often
93%
69%
46%
24%
5%
Source: Online Publishers Association, March 2006
ONLINE VIDEO – A COST EFFICIENT WAY TO REACH YOUR MARKET
•70 million Web sites – each one a video channel
"In total," ComScore said, "138 million Americans -- approximately three in four U.S. Internet users -- viewed online video in November [2007].”
"Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales. … The results show that there are clear ROI advantages to placing video ads.” - Rick Bruner Research Director, DoubleClick; March 2007
*Information Week Online, January 2008: http://www.informationweek.com/news/showArticle.jhtml?articleID=205901461
DRIVE TRAFFIC AND SALES
After Viewing an Internet Video
Consumers visited the web site 55%
Consumers went to the store 30%
Made a purchase 24%Source: Kelsey Group User View Study 2007
Action Taken From Viewing Online Video
Clicked on one of the “related links” 40%
Visited a Web site mentioned in the video 40%
Used a search engine to get more information 33%
Clicked on a pop-up or text link 17%
Source: Online Publishers Association, March 2006
ADVERTISER INTEREST IN VIDEO GROWING
•Online video ad spending to grow over 60% per year through 2010
$225$410
$775
$1,300
$2,000
$2,900
2005 2006 2007 2008 2009 2010
US Internet Video Ad Spending ($ mm)
Source: eMarketer, November 2006
GOOD CONTENT IS KING!
•What makes a great web video?
Strong character: Who is appearing on camera? Are they funny, animated, interesting, charismatic, likeable, trustworthy?
Good Lighting: Save time and $ by using natural light. Well lit locations with the right backgrounds. Dark faces, dark places and dark settings do not work.
Good Sound: Audio is central. Background noise, echoes, can muck it up.
Motion: People in motion are a better alternative to talking heads. Sit down interviews have their place but long talking-head diatribes are deadly.
Shoot plenty of related, insightful and fun b-roll: Beauty shots, action, people, city/street scenes, details, etc.
WHAT MAKES A GREAT WEB VIDEO
More Visuals: Add archival, pictures and graphics work, if it gives you a fun break from video speeches or gives the piece depth.
Pacing is crucial: Whereas TV is a "lean back" experience, web video is "lean forward" and viewers are expecting to be constantly engaged. Web video must be well-paced or your viewer may click elsewhere.
A strong story: Include a narrative, no matter the subject.
The Grabber: Each video should include one insightful or personal shot or line; the hook, the grabber.
People being real and personal: Not canned, overly scripted or over-prepped. Authentic messages are the key.
WATCH OUT FOR PITFALLS
•Rights clearances (appearance, music, location)•Production budgets•Timelines•Quality control
DISTRIBUTION - THE OTHER HALF OF THE EQUATION
• You have great content, now what do you do with it?
• Add video to websites/blogs
• Video indexing sites
• Listing aggregators
• Email marketing campaigns
VIDEO ENGAGEMENT
• Add video to your website
VIDEO INDEXING SITES - BROAD DISTRIBUTION
• Search Engine Integration: Load videos into all the major search engines with key words and meta tags.
DISTRIBUTION THROUGH VIDEO INDEXING SITES
DISTRIBUTION THROUGH VIDEO INDEXING SITES
DISTRIBUTION THROUGH AGGREGATORS•TurnHere and MyNewPlace providing web video to the multifamily market.
•Offering different levels of production to fit all needs.
•Delivering a cost efficient marketing tool and distribution platform.
Thank You!
Phil Schulz
Director of Sales
TurnHere, Inc.
Phil@turnhere.com
510.658.9292 x147
www.turnhere.com
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