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Ashley Bowen Cook,
vice president at Greteman Group, a marketing communications
agency based in Wichita, the Air Capital. |
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Publish More Video |
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arketing
budgets keep getting cut and teams are consistently
tasked to do more with less. In this ever-leaner
landscape, do you get tired of trying to make the case
for using more video in your marketing? |
Well, you’re
right to keep making the effort. By 2019, 80 percent of all online content will
be video. If that’s not argument enough, here are some additional supporting
points to use the next time you approach your boss about the issue.
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Apply your
budget strategically
Video
generates greater recall. Research shows that 20 percent of people
remember what they hear. 30 percent remember what they see. 70
percent remember what they hear and see. So, if you apply your
budget to where it does the greatest good, that would have to
include video. |
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Our
pilot recruitment campaigns
campaigns for Piedmont Airlines offer a good example. Repurposing
creative content into video snippets help budgets go farther and
provide the short bursts people engage with more.
Is it working? Yes. The
pilot recruitment campaign doubled monthly application goals in the
first year. |
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Develop deeper
associations
Video’s one-two
punch of sights and sounds connect at a gut level. Viewers don’t just absorb
facts. They feel something. Use video to build your brand. Share who you are,
what you do, how you do it, and why you’re the best option out there. Generate
trust and instill confidence. People do business with people/companies they
like.
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Expand your
definition of video
More
and more companies are publishing video of five seconds or less.
Give preference to light, snackable content over heavy, over-stuffed
banquets. 43 percent of video on social media are animated GIFs. 35
percent are 10- or 15-second videos. |
Instagram
Stories offer a good option. They’re easier to produce and because they don’t
live online forever, there’s less urgency to make them perfect. We’ve been
impressed by Garmin Aviation’s use of this platform, particularly at shows like
Oshkosh. People can follow
Garmin's Instagram Stories
throughout the event to see a wide range of aircraft equipped with Garmin’s
world-class flight displays, autopilots and other avionics upgrades.
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In
addition to Facebook, Executive AirShare has been reaching out to
pilots on Instagram. Its #PilotLife series
gives prospects a taste of what it would be like to fly for the
country’s third-largest fractional ownership program. Photos from
pilots in the field supplement our video. A strong call to action
with a dedicated link in Instagram’s bio takes them to deeper
content on the EAS website, including a place to apply. |
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Realize cost efficiencies
People want more
organic, real video, which means fewer big-budget productions and less-slick,
more journalistic efforts. This doesn’t mean poor quality or poorly thought
through video, only that everything doesn’t have to be at the level of your
tradeshow booth video or new- product commercial.
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BlueSky Business Aviation News | 1st March 2018 | Issue #453 |
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