3 Must-Try Rockstar Video Marketing Ideas

by 8 11/28/2012

Thinking of launching a video marketing strategy? Not sure where to start? 

Here’s three inexpensive ideas for video marketing for your inspiration.

These video marketing ideas are (1) conversion-driven, (2) awesome for customer engagement, (3) exceptionally creative, and (4) approaches that you can replicate with even a small business budget.

1. Wrappled: Solve a Customer Pain Point

College friends Albert Alquisola and Alex DeLeon were frustrated with the online shopping experience. They found it boring to browse through long product descriptions and two-dimensional product images. Earlier this fall, they decided to launch Wrappled — a virtual storefront for gadget lovers — and make a change in the way that people shop online.

“They brainstormed a more interactive way to sell things  — through video,” said Wrappled’s marketing director Vicki Chan in a quote for the Contently Blog. “This way, you can see how something works and is used in everyday life.”

Conversion Optimization Benefits

Try to put into words the value proposition of a portable smartphone wingstand? That sentence alone might have put you to sleep.

Watch the video instead. Complete with catchy music, fun social settings, and happy product users, the video communicates three compelling takeaways to prospective customers:

(1) The product elegantly combines form with function
(2) The product can be used anywhere
(3) The product  can make life easier

The video forms an instant bond with prospective customers and adds personality to a product that is essentially a piece of coiled metal.

The best part of the video? Nobody says a word — the product speaks for itself.

Ideas Worth Trying

  • Ditch the T.V. infomercial strategy of the ’80s — let your product speak for itself.
  • Integrate video with your core sales strategy to build an instant emotional bond with your customers.
  • Keep it lighthearted. Don’t want to draft a script? Play some music instead.

2. Naturally Organic Sleep: Educate via Social

Naturally Organic Sleep is a small business based in Burlingame, California. The company’s owner, Howard Atkins, has two key missions: (1) to help people sleep better and (2) to educate the public about the chemicals in your mattress. While he does not operate an online storefront, he does rely on the Internet to reach prospective customers. He has leveraged and combined the strength of two channels — online video and Yelp.

While he hosts his introductory video on his store website, he understands the importance of building reach through social media. That’s why he hosts his video on his company’s Yelp profile, a point of entry for many prospective customers to his downtown Burlingame shop.

Conversion Optimization Benefits

Atkins communicates that he wants his customers to live healthier and happier lives.

Beyond the products that he sells, his expertise and drive to make people happy is core to the success of his brand. His radiant personality and entrepreneurial knowledge illuminates his downstairs shop, and even the best copywriter wouldn’t be able to communicate the powerful relationships that he is able to form with his customers.

Watch his video instead — he translates complex (and somewhat confusing) topics into everyday language that consumers can understand. In about a minute, he explains that he can tailor each bed to specific customers’ needs, strip chemicals to help people with sleep problems, and help people save money by selling beds as an FSA-eligible purchase. You can listen to and learn from him before even meeting him.

Ideas Worth Trying

  • Build personalized customer relationships by underscoring the key personalities behind your business.
  • Extend your brand’s reach through integration with high-traffic and targeted social channels like Yelp.
  • Emphasize what makes your company unique by guiding prospective customers through a virtual tour.
  • Establish your brand as an educational resource through the use of video.

3. Dollar Shave Club: Be Hilarious, if You Can Pull It Off

Whoever thought that toiletries could be so funny? The great minds behind Santa Monica startup Dollar Shave Club’s viral video.

The now-viral video takes prospective customers through downright hilarious tour of the startup’s product and warehouse. And that’s the beauty of video — even the most beautifully crafted blog post can’t capture how funny it is. You have to watch it to understand.

“Buying your razors doesn’t have to be a boring, humorless experience,” said Michael Dubin, the company’s CEO, in a Business Insider interview. “In my opinion, nothing should be a boring, humorless experience.”

Conversion Optimization Benefits

Video helped Dollar Shave Club develop an initial customer base and get its business off the ground. Within two days of the company’s launch, Dollar Shave Club’s viral video generated 12,000 customer sign-ups.

“Much of the company’s visibility can be attributed to a video Dubin made about the company that riffed on Old Spice’s “The Man” commercials,” Wired writer Sarah Mitroff said. “With more than 7 million views, the video caught the attention of a lot of guys who decided to try out the service, if only to find out how it could possibly sell razors so cheap.”

The key is to be funny while tying the entertainment you’re providing back into your company’s core sales and marketing vision. Dollar Shave Club’s video makes people laugh, but more importantly, it sparks curiosity about its product — inexpensive yet high quality razors.

Ideas Worth Trying

  • “Funny” can be hit or miss, and isn’t for the faint of heart — Dollar Shave Club’s CEO Michael Dubin had a background in college-level improv comedy. If you know that you can pull it off, however, put yourself out there. Be fearless.
  • Don’t hire actors. Be yourself. Do it on a shoestring budget like what Dollar Shave Club did.

Have you successfully launched a video marketing strategy? What was your approach, and what did you learn from the experience? What inexpensive video marketing ideas would you suggest?

About 

Ritika Puri is a San Francisco-based blogger who writes about trends in business, internet culture, and marketing. She’s inspired by the intersection between technology, entrepreneurship, and sociology. By day, she works for a large online media company, and after-hours, she runs her writing consulting business, UserGrasp.

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8 COMMENTS

Colleen Cole

Great article! I love the Shaver video and the Sleep video. They really are great. Thanks for sharing some good ideas with solid videos to back up your comments! I’ve shared this on Facebook, I loved it so much!

November 28, 2012 Reply

Ritika

Thanks, Colleen! These businesses have done some really solid, budget-friendly video marketing. What impresses me most is what can be achieved without a professional production team. All different approaches are possible too. I consider myself lucky to be able to cover cool case studies like these.

November 28, 2012 Reply

Petrol si Gaze

Dollarblade video is hilarious:) One problem with making videos – if you’re not a pro, videos look awful.

November 29, 2012 Reply

Stephen

Ritika, this is a really good breakdown of the different ways available for small business owners to approach producing videos. It was an eye-opener. Thanks!

November 30, 2012 Reply

Bryan Bratt Creative

Great article, I love the shave club video.

March 10, 2013 Reply

Karen

The Dollar Shave Club video was pretty good! I’m still trying to come up with some much better video ideas for my bookmarks. Like that “coiled piece of metal,” I sell printed and laminated bookmarks. I have some videos where I show what they are and how they can be used, but I think they’re too boring and I’m not quite sure how to spice things up.

May 4, 2013 Reply

Travis – Minneapolis video production

It definitely seems like the competition to create viral videos has really pushed the quality of video production up. I really liked the videos you used to demonstrate your points with each section. While I’d seen the dollar shave clip before, the wingstand and organic videos were fun to watch.

I think your point #2 really hits it on the head. Perhaps I’m just a little bit bias as it’s what we do as in our video production business, but when you can distill a complicated story or message into something easily relateable, videos really have a lot of potential to help clients connect with a brand.

Travis
Minneapolis video production
providfilms.com

October 11, 2013 Reply


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