Welcome to this blog, where we will be talking all about video brochures vs. video email marketing.
Not everyone has seen a video brochure in the past.
What is a video brochure?
What it is, is a nicely designed brochure. but inside, it’s got a screen, and when you open it up, a video will play. You can put multiple videos in there, there’s pause and play buttons, you can even change the volume.
It’s all pretty cool.
It grabs people’s attention.
That’s one of the big benefits of these brochures. If you know exactly who your customer is going to be and you can post them an impressive video brochure, straight away you have their attention.
But what are the down sides of video brochures?
The cost of them is the biggest downside. They’re not extortionate, depending on how you look at it. They will usually cost somewhere between $20 and $50 per brochure, working on an economy of scale model; so the more you buy, the less they will cost individually.
However, if you’ve got 10,000 customers potentially, could you afford to spend 6-figures on video brochures?
Are there ways around the cost?
Maybe you could try a recycling type approach and ask customers to send them back to support your green philosophy? With this in mind, you can continue recycling the brochures. Or, your campaign could be broken up into smaller chunks to make it work – so why not go with 250 or 500 to start with?
Video Email Marketing – warm up emails
There are plenty of different approaches you can take with video email marketing. Personalised video marketing (see here for more info) uses emails at its core and can be super effective.
In this article, we are looking more closely at warm up emails. You can use video emails to warm prospects up at the start of the customer journey – perhaps they see a video on your processes, your team, the work you do in the community or even a video testimonial from a customer.
Video email marketing is very cost effective and there are lots of free platforms; MailChimp is a good example of this.
There are also some low cost platforms which give you all sorts of added benefits and insights, things like ActiveCampaign, Infusionsoft or HubSpot.
If you’re sending an email to 100 or 100,000 people, there won’t be an enormous differentiation on costs.
What are the downsides of video email marketing?
Most people that we speak to get 50 plus emails a day, sometimes even more than that. The biggest drawback of email marketing is that you need to work very hard to make your email stand out and not get lost in the crowd.
Beyond that, you’ll probably find that open rates will tend to be pretty low and click through rates will be even lower.
That’s not to completely slander email marketing; it’s a valid method and people use it for a reason. However, video has to be used in a number of ways and in terms of marketing, it’s beneficial to keep your fingers in plenty of pies.
We think video brochures are the winner.
Yes, there’s a cost and yes, they have certain limitations, but if you had a hundred
potential customers that could significantly benefit your business, a video brochure could really help to get them on board. People don’t get as much colourful and stand out post these days, it’s all gone completely digital. It’s about trying to take the best of both worlds with this approach which is why we like it so much.
Thank you for reading!
If you’ve got any questions about video brochures or the best strategies to distribute your video content, please let us know! Contact us here, give us a call on 01902 595100 or send us a messenger pigeon.
While you’re here, why not check out these great resources?