How Video Can Boost Your Bottom Line
Promotional videos are ideal for just about every type of business. Just about everyone owns or has access to a VCR, and a potential customer can see for his or herself your company's facilities, services, staff and products, in their best light. Promotional videos usually range in length from 2-to-5 minutes, and can be as elaborate or simple as you wish. Let's take a look at several types of small businesses, and how video can fit into each individual company's marketing plan.
Hotels/Motels/Bed & Breakfasts:
Lodging facilities such as hotels, motels and bed and breakfasts have three main functions: 1) providing overnight accommodations for out-of-town visitors traveling for business or pleasure, 2) providing restaurant and catering facilities for guests and folks living in the surrounding community, and 3) providing facilities to local groups, organizations and conventions seeking a place to meet. The majority of these facilities have VCR's in the guests' rooms. With this in mind, here are some of the promotional video options:
a) Make a tape that guests can play in their rooms that encourages them to stay another day. Get them excited about your community by showing them all the colorful shops, museums, amusement parks, theatrical and other special events available to them.This tape can be updated throughout the year, so it can reflect the changing of the seasons.
b) Prepare a tape a separate showcasing the facility's restaurant and catering services. Such a tape would feature patrons dining at the restaurant, enjoying a relaxed and pleasurable dining environment. Show pictures of smiling chefs preparing food in a clean, appetizing kitchen area, and the food being served by cheerful waiters and waitresses to hungry diners. Also include food being prepared by the catering staff for on and off-site meetings and special events.
c) Let outside groups know what kind of facilities you have to offer, by recording a video just for them. That tape, which would be used by the hotel/motel marketing staff, would showcase special facilities being used, such as meeting rooms, teleconferencing, special audio/visual equipment and even a film or side presentation being shown. This video, along with the tape showing points of interest, which could entertain family members accompanying convention-goers, could then be sent to out-of-town convention planners. It also could be shown on a VCR to local organizations interested in the facility.�
Construction companies often sell many types of services for home building, home remodeling, commercial office building and industrial plant construction. A promotional video for this type of business would typically highlight, 1) the quality and/or speed of construction, 2) the product upon completion of the project, to pitch to potential buyers or renters, 3) before and after pictures of remodeling projects, and 4) the versatility of the construction company, showcasing all its divisions and establishing an image competence, experience and professionalism for potential clients. Video can be shot from project conception throughout the entire construction process, and, once completed an entertaining, hi-speed version of the entire process can be shown to potential new customers.
Art Gallery and Frame Shop:
Videotaping inside an art gallery offers potential customers not only a chance to see what's on display, but also an opportunity to see works of art, antiques and other collectibles not displayed, due to limited space or security concerns. A small gallery owner's compete collection of expensive pottery or jewelry, stored elsewhere, can be taped and shown to customers at the gallery on a VCR. If artists or framers work on the premises, a second video can be made, showcasing the creative process, step by step.
Horse Stables and Riding Facilities:
A show stable for horses and their equine-loving friends can be promoted well on video. Such a tape would feature 1) boarding facilities for the horse ( well-kept stalls, turn-out areas, showers, etc.), animal-care staff and services offered (feeding and grooming, exercise and turn-out, stall cleaning) 3) facilities for owners (comfortable lounge area, tack room and equipment storage, riding arena and trails, ample parking), and 4) special services and events (riding lessons, clinics, seminars and workshops, breeding programs, veterinary clinics, horse shows and rodeos). Tapes can be made available for prospective boarders and organizations seeking a facility to hold an equine event. Videos of informative training clinics, exciting special events and beautiful horses for lease or sale can be made and sold or given to interested parties.
A sales video is a powerful and effective tool for promoting your business and its products and services. Such videos can be tailor-made to suit your audience, and can be used for direct sales, in-store presentations, or displays at conferences and trade expositions.�
Direct Sales:
A great way to go about selling products or services to the general public is to make a 5- 10 minute videotape, that can be shown in a waiting room, office or shop. VHS copies of the tape can be sent to the customers, as well. The video can show-off your product or service in its best light and feature short interviews with satisfied customers.
In-Store Presentation:
This type of video is designed to be played by members of a store's sales team at specified times throughout the day, and is usually shown independently of the sales staff. The machine should be located where it will attract the greatest number of customers. Managers might also consider providing a video player that customers can operate themselves, or make use of a VCR that can be programmed to repeat the video. A three-to-five minute tape, with a lively soundtrack, should be long enough to inform and capture the interest of busy shoppers, without boring them. Printed support materials, such as flyers or brochures, can accompany the display.
Conference and Exhibition Displays:
Videos for exhibitions, conferences and trade fairs are designed to promote your business to fellow professions and member of the general public. Your promotional tape will most likely be used on an exhibition stand, similar to the set-up used in an in-store presentation, shown in a darkened room or displayed in an area with a video projection system. Often this kind of video features a celebrity endorsement, possibly a television or movie actor or radio personality. That person could also be hired to make a live appearance, to attract more customers to your stand, during the show.
These are just a sampling of the many ways promotional and sales videos can help boost your business. Please contact us today at 440-294-2492 or e-mail us at [email protected] and let our friendly staff work its Media Magic for you.
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