Posts Tagged ‘tampa bay’

The use of web video in an overall marketing plan – a real-world case study

July 20, 2011

Kelly Roell is the co-owner of Nautical Landings, a waterfront vacation condominium destination on the Gulf of Mexico in Dunedin, Florida. Already doing well with promoting her business, Kelly and her partners wanted to find ways to increase the total number of vacation rental bookings year-round. Kelly hired Digital Media Services to produce a promotional video to be used on the Nautical Landings website.

Following is a series of questions I asked Kelly about her various marketing efforts and her decision to add a video to her website. Through her answers, Kelly provides valuable insight about how to approach the idea of web video and how to integrate it into an overall marketing plan. Small business owners and those looking for new marketing avenues will find her responses honest, candid and quite sensible.

Slating the first shot of the day

What type of marketing efforts were you using prior to hiring Digital Media Services to produce a web video?

I advertised Nautical Landings through a variety of outlets including several different vacation rental websites, our own web page, Twitter and Facebook.

Why did you feel that adding web video would help your overall marketing plan?

I couldn’t create the feel of being at Nautical Landings nor capture the beauty of the place with just my still camera. I knew how effective videos were in hotel marketing and how effective commercials and movie trailers were in capturing the essence of the product they were selling. I wanted a video to capture what it felt like to vacation at Nautical Landings in order to set us apart from our competition.

What were you looking for in a video production company?

I needed someone willing to work with the vision I had in mind. I already knew what I wanted to do with the video because I’d scoured between 75 and 100 videos on every subject – from weddings, movie trailers and commercials to vacation real estate – to get a feel for how it could be done.

Shooting the introduction to the video

Why did you select Digital Media Services to produce your video?

I looked at Digital Media Services’ body of work and compared it to others. I had upwards of 30 videographers I was selecting from. I chose Digital Media Services because of their previous work, their professionalism, their willingness to work with my vision and their proposed cost. It couldn’t be beat.

What was the process like for having a production company shoot and edit your video?

Simple and painless! The Digital Media Services crew was courteous and willing to shoot and re-shoot for the perfect shot. They were flexible, making changes on the fly, and had an ease about them that made us all comfortable. They helped us get the best possible shots in the time allotted and worked the entire day to get our video right.

Shooting on the dock, being careful not to step back!

What involvement did you have in the production and post-production processes?

Digital Media Services said that they’d put something together for me with the music I’d selected based on the vision that I had. They nailed it! We literally only changed one or two things after they’d spliced the video together because they had listened attentively to what I wanted. 

What was the strategy behind launching your new web video?

I Tweeted about the new video to come for about three weeks prior to the launch. I posted updates on Facebook indicating the video was coming and I sent an email to all of our past guests informing them to be on the lookout for the video. When Digital Media Services posted the video on our YouTube channel, I Tweeted it, posted it on Facebook, updated all of our vacation websites with it and sent out emails.

What expectations did you have in adding video to your website?

I expected more traffic, for sure, and I got it. Not only did I get more traffic, I closed sales more often than I used to. As soon as I showed people the video, it sold them on our property because they could then visualize themselves staying at our place. The business was doing well already but we had a large percentage of traffic that wasn’t turning into rentals. Once people rented with us, they ALWAYS were happy and many came back, but I wanted to shrink the number of guests who were choosing other vacation destinations besides ours.

What specific results were obtained by adding video to your website?

I haven’t done a detailed analysis of the data but I DO know that 9 times out of 10 if someone is on the fence about renting and they see the video, it makes their decision for them – they stay with us. Our rentals were up by 40% compared to the previous year. This year, even with the addition of another condo into Nautical Landings, we have been booked 100% since December 19, 2010.

Sometimes you have to get on the ground to get the best shot...

Are you happy with your decision to add web video to your marketing efforts?

Extremely. It was a smart move on our part!

How does using web video compare with your other marketing efforts?

I feel that video is always more effective than words, even with the best writers on the team, especially when you’re trying to convey a feeling. Our video showed our guests what our pictures couldn’t – the wind blowing the palm leaves in the breeze and friends gathered, chatting during a sunset. You can describe those things and take pictures of those things but a video (done properly!) can create a feeling than other media cannot.

To what type of businesses would you recommend adding web video to their marketing efforts?

What type of business wouldn’t benefit from a video? Any business selling a product or service whether it’s food, massages, bicycles or vacation condos would benefit from a web video.

Why is it important to hire the right production company to produce your web video?

You need a team that is timely, professional and, more than anything, understands your vision. No one understands your product like you do and a production company can help you showcase it, but they have to be willing to listen to your needs.

Using the old technology (printed shot list) as well as the new (iPhone & Kodak Zi8)

What are you final thoughts on your decision to add web video to your marketing?

It’s the best marketing decision we’ve made thus far.

What are your final thoughts on choosing Digital Media Services to produce your web video?

We obviously were thrilled with Digital Media Services – we chose them to do another video for us again when we purchased an additional condo. We’d hire them again in an instant.

Keeping the lens clean

Kelly’s small business doesn’t have an unlimited marketing budget. In fact, they were concerned that they wouldn’t be able to afford a high-quality video production. But by listening to what Kelly wanted and what she felt would help her sell her property better, we were able to come up with a proposal that showcased the enjoyment Nautical Landings offered without breaking the bank.

Web video doesn’t have to be expensive to be effective – it just has to be done right. It’s all about presenting a visual message that communicates to the viewer at a level proportionate to the value of the product or service you’re selling. However, it’s vitally important to make a distinction between home movies, amateur video and professional production. Home videos and even low-budget or do-it-yourself videos are fine for communicating with family and friends or even presenting short, casual information about your business.

But when it comes to producing a video that will serve as a primary focus in presenting your company to your clients and potential clients, you’re likely to do more harm than good by not working with a professional.

Of course, if you’ve set aside a considerate amount of marketing dollars to focus on video, the possibilities are almost limitless! We’ve produced video content for some of the biggest names in their respective industries with incredible results. Adding production value in terms of camera movement, cinematic lighting, unique locations, talent, makeup, wardrobe, etc. can really produce some fantastic results.

Feel free to contact Digital Media Services or post comments here about your experiences with web video or if you have questions regarding how video might help you grow your business or communicate your message. Wether you’re announcing a new product, introducing your staff, providing education information, delivering commentary or simply looking for new ways to grow your business, web video can often be the best method to accomplish your goals. And we’ve not even touched on the increased traffic generation, better web search response and other SEO benefits web video can bring!

The finished Nautical Landings promo video…

Let the DMS blogging commence!

June 2, 2010

Welcome to the official Digital Media Services blog. Here you will find information pertaining to the disciplines in which our company practices which include professional cinematography, commercial digital photography, audio production services and how they all relate to marketing, advertising and branding. Additionally, as is customary with blogs, you’ll find entries of a more personal nature relating not only to those topics pertaining to our industry, but such matters as professionalism, technology, customer service, humor and doing what’s right (at least from our point of view).

We encourage feedback from our readers as we feel a collection of minds produces far great thoughts and ideas than a singularity. We simply ask that all postings remain on-topic, courteous and professional.

To follow us on a professional level, we offer these additional sites:

Official Website: www.DigitalMediaServicesFlorida.com

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YouTube Channel: www.youtube.com/dmsflorida