2017 ©Hurricane Media UK Ltd
B2B Expo How to create a winning video marketing strategy Hurricane
HOW TO CREATE A WINNING
VIDEO MARKETING STRATEGY
B2B EXPO Hurricane
Short term sales uplift Long term brand growth
B2B EXPO Hurricane
FAME FEELING FLUENCY
B2B EXPO Hurricane
Effective video strategies for brands tactical insight, a relentless pursuit of outstanding creativity and the use of latest technology.
We plan effective campaigns and make beautiful films, delivering results across social media, digital, TV and e-commerce. Put simply we harness the power of video and the strategy behind it, to make a huge difference to your business.
We are a video marketing and production agency in one, producing engaging video content guaranteed to hit your business objectives.
Showreel: https://www.hurricanemedia.co.uk/portfolio/hurricane-showreel/
Multi award winning video marketing agency
B2B EXPO Hurricane
Some of our clients
B2B EXPO Hurricane
VideoMarketingStrategy
Harness the power of online video to build your brand
VideoMarketingStrategy
Harness the power of online video to build your brand
JON MOWAT
VideoMarketingStrategyHarness the power of onlinevideo to build your brand JON MOWAT
VideoMarketingStrategy
Harness the power of online video to build your brand
JON MOWAT Jan 2017 www.koganpage.com
The changing landscape of marketing
B2B EXPO Hurricane
The changing landscape of marketing
CLASSIC
B2B EXPO Hurricane
The changing landscape of marketing
CLASSIC
B2B EXPO Hurricane
user reviews … people do not rely solely on brand communications to make their decisions.
Ad blockers
Subscription sites
Rise of content creators
Being the biggest advertiser no longer means biggest brand growth.
The changing landscape of marketing
CLASSIC
B2B EXPO Hurricane
user reviews … people do not rely solely on brand communications to make their decisions.
Ad blockers
Subscription sites
Rise of content creators
Being the biggest advertiser no longer means biggest brand growth.
Scott Galoway Death of the Industrial Advertising Complex
https://www.youtube.com/watch?v=yOpSpQAxCHU
The changing landscape of marketing
DIGITALCLASSIC
B2B EXPO Hurricane
The changing landscape of marketing
CLASSIC
Action
Consideration
Awareness
DIGITAL
B2B EXPO Hurricane
The changing landscape of marketing
AWARENESS
CONSIDERATION
ACTION
B2B EXPO Hurricane
The changing landscape of marketing
AWARENESSHERO HUB HELP
ACTION
CONSIDERATION
ACTION
B2B EXPO Hurricane
B2B EXPO Hurricane
Why is video taking over?
1: Zuckerberg and Google say so
B2B EXPO Hurricane
Why is video taking over?
https://www.youtube.com/watch?v=fxDAyUiXphg
1: Zuckerberg and Google say so
2: It actually works
B2B EXPO Hurricane
Why is video taking over?
The power of the medium
B2B EXPO Hurricane
System 1
System 2
The power of the medium
System 1
System 2
B2B EXPO Hurricane
Stories
Moving image
Haptic
Extension of personal self
Unlocking the power of mobile video
B2B EXPO Hurricane
The changing landscape of marketing
AWARENESSHERO HUB HELP
ACTION
CONSIDERATION
ACTION
B2B EXPO Hurricane
The changing landscape of marketing
AWARENESSHERO HUB HELP
ACTION
B2B EXPO Hurricane
The changing landscape of marketing
AWARENESSHERO HUB HELP
ACTION
B2B EXPO Hurricane
Paid, earned, viral
Making brands famous
B2B EXPO Hurricane
AWARENESS
This film, created for lead agency The Real Adventure, follows the nutrition journey of mother and baby during pregnancy and toddlerhood.
Hurricane sourced 5 children that looked similar enough to be the same child, arranged all filming and post and delivered a highly emotive film that connects with parents. Hurricane also provided alternative cut downs and edits for a range of activities across social.
The video scored exceptionally high rankings in focus grouping and it now sits on Facebook, YouTube and the Aptamil website.
Link: https://www.youtube.com/watch?v=aSRdEi3xN9k
386,000 views
B2B EXPO Hurricane
The aim of this paid campaign for Sykes was to drive brand awareness, leading to uplift in sales and owner sign ups.
The consumer video campaign achieved great results against the Media Plan. Thanks to a 47% higher than expected engagement with the creative, the films achieved: 43% lower Cost Per View 220K extra Views 6% lift in Sykes Brand Awareness. 20% lift in Brand Interest. (Increase in Sykes searches during the campaign)
Link: https://www.youtube.com/watch?time_continue=3&v=9nEl3guGinU
588,679 views
B2B EXPO Hurricane
The changing landscape of marketing
AwarenessHHH
HHH
B2B EXPO Hurricane
The changing landscape of marketing
Consideration
AwarenessHHH
HHH
B2B EXPO Hurricane
Maintaining Feeling : Building Fluency
B2B EXPO Hurricane
CONSIDERATION
What is a Costa Barrista’s favourite coffee?
This series of films drives Hub engagement on the Costa YouTube channel and has been recommissioned 3 times.
Link: https://www.youtube.com/user/forcoffeelovers/videos
119,497 views
B2B EXPO Hurricane
The changing landscape of marketing
Consideration
AwarenessHHH
HHH
A
B2B EXPO Hurricane
The changing landscape of marketing
Action
Consideration
AwarenessHHH
HHH
A
B2B EXPO Hurricane
Driving point of sale
B2B EXPO Hurricane
ACTION
Point of purchase video
PROBLEMS TO SOLVE Drive sales from video to store Make the shoppable video experience look, feel and act like Ted Baker
THE RESULT? In just 1 week, the holiday video sent more than $75,000 in sales straight to TedBaker.com More than 2 interactions for every engaged view with over 1 minute spent, on average, engaged with the product in the overlay 60% of viewers interacting mobile devices, including the iPhone in browser (no apps needed)
Interactive: Ted Baker
http://creative.wirewax.com/commercial/tedbaker/
Spatone Hurricane
VIDEO IS GREAT BUT!!!
B2B EXPO Hurricane
EVERY MINUTE!!300 hours of video uploaded to YouTube !1400 new blog posts!2,460,000 pieces of Facebook content !277,000 tweets!347,222 photos on Whats App!216,000 new instagrams!
The content soup
EVERY MINUTE!!300 hours of video uploaded to YouTube !1400 new blog posts!2,460,000 pieces of Facebook content !277,000 tweets!347,222 photos on Whats App!216,000 new instagrams!
The content soup
Perceived effectiveness of marketers’ content has dropped from 42% to 34%.
So only 3 out of 10 marketers feel that their own content is effective.
Content Marketing Institute’s annual survey
HOW TO CREATE A WINNING
VIDEO MARKETING STRATEGY
B2B EXPO Hurricane
B2B EXPO Hurricane
= Great Content
E I
B2B EXPO Hurricane
P X Activation = Great Content
(Emotion x Identity)
B2B EXPO Hurricane
Planning X Activation = Great Content
Emotional Motivators
B2B EXPO Hurricane
Emotional Motivators for brands
Fear Shyness Confidence Aspiration Personal growth Key events FOMO
B2B EXPO Hurricane
https://www.youtube.com/watch?v=xFhnivaE_FI
FOMO motivator
(Emotion x Identity)
B2B EXPO Hurricane
Planning X Activation = Great Content
KPI’s
It’s about getting the most views right?
B2B EXPO Hurricane
KPI’s
Spatone Hurricane
Wrong
KPI’s
Spatone Hurricane
Awareness goals
Views Impressions Unique users Shares Brand Awareness uplift Ad recall lift Pr inches Customer surveys
Consideration goals
View through rate Channel subscriptions Engagement (Watch time, sharing ) Send out to companies like brain juicer Pr inches Customer surveys
Action goals
Click to brand page Measurable links Uplift in sales during campaign periord Signups Send out to companies like brain juicer
Mass communication doesn’t work as well as it did. The sales funnel has changed.
Content is on the rise but there is just too much of it
Well planned video can help your brand cut through
Consider Hero, Hub, Help and Action videos to drive growth at various points of the funnel.
The magic formula will help you make effective content
The key to successful video is capturing emotional drivers.
Set the right KPI’s
Summary
Jon Mowat Managing Director
email: [email protected] tel: 07970 977049
John Lanyon Creative Director
email: [email protected] tel: 07967 805384
Recommended