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Why Video Marketers Need to Capitalize on Annual Events

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Whether it’s Christmas, Halloween, Black Friday or Easter, there is an event for just about every month of the year – and you need to be capitalizing on it.

Most brands understand the importance of marketing themselves during peak times like Christmas, but only recently have smaller events like back-to-school shopping become billion dollar marketing opportunities.

This year’s back-to-school campaigns were impressive, with most of the big brands creating clever video campaigns aimed at getting the everyday consumer to buy as much as possible. And they definitely worked.

There are some very important marketing lessons that can be learned from recent back-to-school campaigns, so if you’re wondering how your business can capitalize on opportunities like this, read on.

Lessons From the Big Brands

Nearly all of the big department stores released back-to-school video campaigns this year, aimed at enticing consumers into their stores.

Kmart created a music video called ‘Lunch Ladies’, Old Navy created a four-minute online video for their ‘Unlimited’ campaign, and Target developed a four-part series on YouTube that saw small college apartments and dorms made over.

 

Looking at these campaigns, three elements became very clear and they are all things that you can apply to your next ‘special event’ marketing plan. These elements are:

Big brands start early.

A National Retail Federation study showed that just under half of shoppers shop for back-to-school supplies three to four weeks before school starts. Some 30.3% start at least two months before school goes back. This means that in order to get your product in the mind of buyers, you need to release your video advertisements early, something Target was obviously well aware of as they released their back-to-school campaign at the end of July.

Big brands make sure their video content is mobile-ready.

According to a Google Consumer Survey conducted in August, college students are 30 times more likely to list a phone as their favorite device, meaning that if your videos are only available on a website that isn’t mobile friendly, then you’re missing out on having consumers find your content. While you shouldn’t shy from hosting videos on your landing pages, you also shouldn’t ignore the ease of hosting a video on YouTube, giving viewers a second option of where they watch your content. Of the aforementioned brands, Kmart, Old Navy and Target all have their back-to-school videos viewable on YouTube.

Big brands aren’t scared to mix it up.

Until recently, Old Navy has primarily focused on TV advertising as the way to reach their consumers. This year however, they have been experimenting with online videos, most notably with the Amy Poehler outtakes that went viral on YouTube.

 

Old Navy also mixed it up with who they targeted this back-to-school year, marketing their videos at children instead of moms like they usually do. And, with 5.4 million views on their ‘Unlimited’ video to date, they are clearly doing something right.

Capitalize on Every Event

The lessons that can be learned from this year’s back-to-school campaigns don’t need to be filed away for another six months – they can be used in relation to any special event that is coming up on the calendar, no matter how big or small.

Christmas is now less than three months away, and Halloween is just around the corner. If you haven’t already figured out how you are going to use these events to benefit your business, now is the time to do so.

It is also important to take the time to sit down and plan out exactly what events you can capitalize on, as this will ensure you hit as many potential customers as possible, putting dollars back in your pocket!


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