Online video marketing has the ability to transform and turnaround a tired direct marketing campaign. We wouldn’t make this claim if we hadn’t witnessed a 20 percent lift in sales from an integrated campaign using video. If you’re a regular reader of our blog, you may recall how we took you inside a successful video marketing program for a performing arts organization in October. At that time, we were testing a “proof of concept” of video marketing to sell tickets to a Fall performance.
Because the proof of concept using video worked, we applied this approach during November and December to promote the organization’s Christmas shows.
We’re delighted to report that this latest online video campaign worked, lifting sales by nearly 20 percent over last year. And it wasn’t just ticket sales that were impacted. Product sales at the event broke new records, too.
Because the proof of concept in the Fall worked, it gave confidence to the organization to commit to significant changes in marketing direction for the Christmas season.
A series of five “behind the curtain” videos were created to create curiosity in the upcoming performances, interspersed with three “music” videos where the product was, in effect, given away.
A primary advertising channel (and expense) for the organization in prior years—radio—was dropped entirely.
Email marketing was leveraged in a big way because the videos gave purpose to frequent messaging. The previously established Facebook “group” approach wasn’t robust enough for marketing purposes, so we started all over with a Facebook “page.” Twitter and Pinterest played a role. Direct mail remains an important vehicle because the demographics of the group. This was a true multi-media, offline and online direct marketing campaign.
There was some concern that we would “oversaturate” to the installed base of thousands of patrons on the email list and they would unsubscribe in droves. Or that we would “over post” on Facebook and turn off fans who would “unlike” us.
Yet, because we applied sound content marketing practices, not only were patrons not alienated-they asked for more.
It was the viral effect of the video at the core of the campaign that drove engagement, and brought in new patrons to the performances that had never before heard of the group. On Facebook, using promoted posts and ads, friends of friends were introduced to the organization, and many of them came to the show.
Why did this happen? Because weaving everything around online video transformed the entire direct marketing campaign.
The turnaround of a tired effort from the past resulted in three transformations that turned the campaign around: with video, the direct marketing campaign 1. had purpose, 2. enabled frequency and 3. we could use the content marketing component of “free.”
We’ll elaborate on these three transformational components, and how we made them work, in our next blog in early January.
In the meantime, we invite you to watch this video for background about the “proof of concept” campaign from last Fall.