Wednesday, March 27, 2013
The Video Marketing On Ramp - Getting Started
Guest post from Video and Beyond blog.
So you have been following Video and Beyond now since we launched and you are convinced of the value and ROI potential of integrating video, but you are not yet doing anything with video.
Well, it is a bit like the freeway on ramp metaphor when you are driving.
From a complete standstill, it can be a bit daunting to enter a freeway. I still remember the first time that I drove on a freeway when I was learning to drive.
At night, it can be downright intimidating if you are completely in the dark and unable to judge the speed of the oncoming cars.
The good news is that the traffic on this particular highway - the travel industry's integrated use of video for marketing and conversion, is not moving quite as fast as you might imagine, so it is not too late to catch up.
There are some key questions that you need to ask yourself.
1. If you are wanting to use video to reinforce your brand/product/service, but don't have high caliber video of your product (be it a hotel, cruise ship, an attraction or an entire destination), you need to start by producing video reflecting the experience that a traveler will have with you. Tell a story.
2. If you have video and you want for someone to manage your video for you, so that you can focus on your core business, you need to find a company that can manage your library of rich media (including stills and even written narrative). That way, anyone that wants to display your video would provide it to them in the right format, with the ability to publish your video in multiple formats for PC, tablet, mobile and even IP TV and cable.
3. If you have video, but you want to play it on more than just your own website, you need to work with a firm that does video distribution. It is possible in this scenario to actually make money on distributing your existing video library through revenue sharing on advertising, versus paying to promote your product. This is not a requirement for a distribution agreement, but it provides a way to monetize your content, as well as helping people learn about your product/service.
Bottom line? Put your foot on the accelerator. Set your sights on the integrated digital highway, using video as your vehicle. We promise you will see results!
What are you waiting for?
We work hard to ensure that this blog is not a commercial, but we would be totally remiss if we didn't point out that Trip Television provides production services, rich media management and also video distribution. If you need help accelerating using integrated video, we can help.
In reference to " Richard Anderson, Delta Air Lines (5Q Interview) " As a follow on to my earlier article last week about doing...
I am now going to shift gears away from online technology and the role that they play in the travel distribution ecosystem to a topic that I...
UPDATED - March 12, 2014 Well, in the world of travel distribution on the OTA side of the equation, if Travelocity was the "come...
You fully understand that rung #1 of the ladder is spamming and you've gotten past rung #2, noise. You get it -- that in order to reall...
Part 2 of a 2 Part Series on Individual Relationship Management (IRM) versus Customer Relationship Management (CRM) which is flawed B...
This week, Bloomberg announced that Sabre raised $627 million in its IPO. Actually I don't think you should be allowed to call ...
Wow, in as many weeks, I have said goodbye to two amazing men in the travel industry. Yesterday afternoon I learned of the untimely deat...
This is Part 2 in a 3 part series about airline distribution. Here we will talk about the web and direct distribution parts of the airli...
If you are familiar with the game of dominos, there are dots on each domino and the placement of a domino on each turn requires that you mat...