Why spend good money on a video for your marketing efforts? That's a good question and there are many good answers. As you read this, keep in mind what just one additional customer would bring to your facility for several years.
There have been over 110,000 requests for the "Get Started in Boating" DVD. Over 19,000 of these people, or 17.6%, subsequently bought a boat. According to Thomas Dammrich President of NMMA. Boaters are using video in their decision making processes.
A recent blog post at Marine Online Advertising (a part of Mad Mariner) has some interesting things to say: "Online video ads are a potent weapon for any advertiser—and there’s hard data to prove it." http://www.marineadvertisingonline.com/display-advertising/building-an-effective-video-ad.
Online visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)
Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
VFM Leonardo is a hotel/travel internet marketing company. They have done detailed studies with international hotel chains, tracking hotel website visitors. They have found a very strong correlation between bookings and rich media video views. Here are some quotes from their studies:
"We experienced a 30% bump in bookings after we went from no video to video. We found our sites became better, more efficient and stickier and we experienced more revenue per site visit after we launched video" David Attardi, Director of E-Commerce at B.F. Saul Company (hotel management).
Overall, for the Rich Media Properties, consumers who viewed rich media were 76% more likely to book then similar consumers who did not (that is, consumers who went to the Details Page but did not view any rich media). In this regard, video viewing results in a greater increase in look-book conversion rate than viewing virtual tours (90% for video/Flicks viewing vs. 70% for 360s only viewing)." http://www.vfmleonardo.com/media/pdfs/vfml-limited-service-hotel-chain-April-2008.pdf
"People connect with video. When researching hotels online, travel shoppers want to see two types of videos: professionally shot and guest produced. They want to be enticed but they also need validation" Watch this very informative video with an expert in the hospitality field. PLAY VIDEO
“I prefer video. It tells the story of the hotel as well as the benefits of staying there. You can describe area attractions and points of interest, giving the potential guest a reason to choose your hotel.” Cathy Shelton Jones, Sales & Marketing Director for Best Western Orlando Gateway
"Internet users watched a whopping 13.5 billion videos in October '08, an increase of 45% over October '07, according to data from the comScore Video Metrix service. Among video properties, Google had a record 100.5 million unique video viewers (up from 83.7 million in April), with each watching an average of 53.5 videos. (YouTube accounts for 98% of videos viewed on Google properties.)" Read the whole story from Marketing Vox here.
Getting Visitors to Stay on Your Website Longer; a strategy tip from The Dot Com Report
From an article in the Dot Com Report on maximizing your website content: "When someone visits your website you want them to stay there for as long as possible. You want them to check out as much content as possible. By doing this you are increasing the chances that the visitor will make a purchase... People like video. If you can include videos related to your site that are interesting you will keep visitors on your site longer." http://dotcomreport.com/web-design/getting-visitors-to-stay-on-your-website-longer/
Video ads stimulate action
According to a study by the Online Publishers Association: "after viewing video ads, 31 percent of consumers visit the company’s Web site, 52 percent of consumers take an action after viewing a video ad and 16 percent of consumers who view video ads make a purchase."
Does High Definition make a difference?
"In terms of performance, HD video exceeds regular video ads in both start rate and videos fully played rate. In fact, HD videos start rate is over 40% compared to 30% for other video ads; its fully played rate reaches nearly 60%. Dwell Rate jumps from 8% to 10% – a 25% increase for HD video" From Eyeblaster.com
The fully played rate is very important. You want your viewers to actually watch the whole video!
Amateur vs. Professionally Produced Content
According to a recent Newsweek article titled, "Revenge of the Experts," and books such as Andrew Keen's The Cult of the Amateur: How Today's Internet Is Killing Our Culture, "the pendulum between user-generated content and the professional variety has swung too far in favor of amateurs. In response, professional fare is gaining renewed favor."
"Professionally produced video optimized for e-commerce outperforms user generated video by 30% delivering a 24.7% lift" (Comscore 2012)
Call Ed at 248.705.8798 or E-mail Starboard Films for information on getting your Marketing, Boating, Yachting, Sailing, Marina video tour done professionally.