Tag Archives: profit

Growth, Profit and Sustainability: How Small Businesses are Taking Advantage of Video and What You Need to Know!

10 Jun

Following the successful business model introduced by larger companies, small businesses have gravitated towards the use of internet video as a medium to attract consumers.  Internet videos have proven to be critical to small businesses in their efforts to stay competitive.  Smaller companies have experienced success by producing engaging video content with mass appeal to the Internet audience, allowing them to circumvent larger businesses’ ability to excel in more traditional forms of advertising due to economic inequalities.  Web video presents smaller businesses with ways to brand that they would otherwise not have access to.

Adagio Tea is launching a weekly web series concerning its variety of tea blends, creatively spurring interest among tea drinkers and non-tea drinkers alike as well as strengthening its brand.2 Even the smallest of businesses have been extremely successful in marketing their brand to consumers through the Internet.

Ace of Hearts BBQ Specialties in Kansas City receives calls from across the world praising their video-powered website that features a cowboy giving explanations and advice creating the illusion that the viewer is actually in the store.[1] This web content gives authenticity and personality to their product; something that people in far away places would otherwise not experience.  Examples of praises such as these given to small businesses who provide internet video is evidence of how web video can give any small product or service a competitive edge. Another example of this can be found in the real estate sector.  Real estate companies have improved the perceived value of a home by 6% just by using online video.  In this instance, the use of online video resulted in significant increases in profit margins-which is always a good thing.[2]

Internet video has also proven to be a successful springboard for initial investment as well.  Arin Crumley and Susan Buice documented their frustrations via webcast over their failure to get distribution for their movie, “Four Eyed Monsters.” After gaining a fan base, these web videos’ fan support led to the showing of the film in six cities.2 Regardless of the nature of the business, small business owners are learning everyday that Internet video has the power to heighten any product or service.

[1] Goforth, Alan. “Setting Strategy I Using video can give small businesses a bigger presence.” Kansas City Star 4 May 2009. <http://www.kansascity.com/business/story/1178413.html&gt;.

[2] Robertson, Mark R. “Online real estate videos increase perceived property values.” Reel Seo. 9 Sept. 2008. <http://www.reelseo.com/video-increases-realesate-values/&gt;.


Benefits of Web-Based Video: Profits. Productivity. Accessibility.

10 Jun

Companies who chose to focus on web-based video in 2008 and 2009 or even earlier have encountered huge success.  Regardless of business size or type, every company has the ability to use Internet video to their advantage while promoting their product, spreading their message or expanding their brand.  Branding videos such as T-Mobile’s  “Dance” and Guitar Hero’s “Bike Hero” were wildly embraced by their online video audiences.  Both with campaigns that averaged more than 150 unique placements and more than 7 million views within two months of launch.[1]

–        YouTube continues to be an advertising success story as illustrated by Ford modeling agency. The two paired up to promote Ford’s informal Internet videos featuring Ford models sharing beauty and shopping tips. The videos proved to be extremely popular, with some receiving upwards of 600,000 hits. Web sales of Ford beauty products jumped 22 percent in 2006 and are expected to jump another 25 percent in 2007.[2]

–        A report by PermissionTV, an online video platform, which surveyed 400 “senior-level decision makers” in major companies showed that two out of every three respondents indicated that online video was the primary focus of their 2009 digital marketing campaigns.  Forty percent of these respondents were considered to represent small to medium sized businesses.  Clearly, the attention and success that online video has fostered over the past couple of years has been a decisive factor in marketing strategies for a majority of businesses in the coming year.

[1] Cutler, Matt. “How to make your online video go viral.” Advertising Age 30 Mar. 2009: 42.

[2] Freedman, David H. “A digital makeover for the modeling business.” Inc. Feb. 2008: 82-86.

–        Some other results of the study further strengthened PermissionTV’s initial findings:

§       In Q2 of 2009, more than half of respondents (52%) expect to be implementing or extending an online video project, whereas currently less than one-third (32%) are doing so. [1]

§       A majority of respondents (63%) are most likely to invest in online video in the next year.18

§       When asked how online video will enhance customer engagement, a vast majority (71%) stated it would help brand awareness.18

Overall, consumers and businesses alike are simply more satisfied when it comes to online video content.  According to MarketingSherpa, a well respected marketing research company, a survey of over 1000 marketers and 1422 consumers yielded the following results concerning internet video:

[1] PermissionTV. Online video survey results: December 2008. 2008.

%d bloggers like this: