Written by Jill Pearson | Manager, Digital Marketing & Media
Video marketing techniques are flooding today’s social media outlets, websites and direct marketing campaigns. Almost any type of business or event would benefit from the production of a short video to introduce their products or services. It is no secret that video content increases conversion rates in sales. In fact, consumers are 64% to 85% more likely to purchase a product or service that has video representation according to a study by web analytics gurus at KissMetrics.
For our customers, video promotions provide a clearer understanding of the benefits of a service or event. We have discovered that when a video is used in our marketing communications, the click-through rate (CTR) is four times greater than all other links embedded in the email. Additionally, videos on social sites are liked and shared ten times more which leads to higher read rates and website traffic.
Because it is an ever-increasing and popular medium, we’ve also found it highly effective to use videos to present a destination, resort or other elements of an incentive promotion to our clients. It allows our clients to immerse themselves in the destination and incentive trip experience. The same is true when announcing the details of a trip to potential winners. It creates excitement and can catapult production to the next level. Another technique is to share a “happy face” video from the previous year showing actual winners and how much fun they had during the trip. It serves as a great reminder for the winners and creates a level of FOMO (Fear of Missing Out). Likewise, it is a great teaser for those trying to earn the upcoming trip for the first time.
An incentive campaign’s success is dependent on our ability to creatively entice participants to engage, perform, and win. Recently, our Creative Services and Digital Marketing team joined forces with an Account Lead within Global Enterprise Solutions to create a video for a sales incentive that we won over an industry competitor. For this company, incentives aren’t a new concept and there are several repeat winners. To combat the perception that this is a “been there, done that” trip, we proposed a unique, new destination trending within the incentive space. Puglia is a region in Italy’s boot that is mostly unexplored by corporate incentives. So, the messaging challenge of the video was to take an unknown destination and create the fascination of a once-in-a-lifetime experience.
Daniel Filar, Account Lead, reinforces the objective by stating, “the goal was to lure the sales team into the lavish Italian lifestyle found in Puglia – accommodations at a 5-diamond resort, fine-dining experiences, touring historic villages and experiencing unique activities. We decided to produce a customized video to capture the region’s most breath-taking vistas and offerings. Without the supporting imagery to bring the experience to life, we would have fallen short on our ability to tell the story and sell the destination.” The client shared with us that he believed this was going to be one of the best incentive trips yet and early indicators showed his sales team was driving hard toward their targets. To see if you agree, view the video above.
Another way organizations are incorporating video is to announce and promote a corporate social responsibility component that is tied into the incentive trip. “Last spring, one of my clients had a program in Cabo San Lucas. During the planning process, he learned the Light in my Life Orphanage in San Jose Los Cabos was severely damaged by Hurricane Odile in 2014 and saw an opportunity to help. To generate awareness for the CSR activity, a touching video was created and shared with the winners prior to the trip. It turned about to be a wonderful and beneficial experience for all,” said Katie Wiesner, Sr. Program Manager, CIS.
While techniques used for promotions are constantly evolving, consumer behavior still suggests that purchases are made and participation is enhanced when personal connection have been established. Videos bring that association to a consumer mind and allows for greater trust and excitement to the featured topic.
With the enhancement of easy-to-use video production technologies, captivating high resolutions photos, short destination clips and creative scripting – destination videos such as the Puglia one featured are less expensive to create than you might think and an excellent promotional tool for your next event.