In the last issue, I pointed you to an Internet video web site that sells Halloween costumes.
If you’re wondering about why anyone would bother with video to sell such a seasonal niche product consider this:
1. The company ships 20,000 orders a day in the days leading up to Halloween.
2. Costumes range in price from $50 to $850 for a Collectors Edition of Darth Vader.
3. Projected annual sales for 2005: $25 million
Rumor has it the company spent $100,000 producing the show. Costs included: the two hosts, a dozen or so models, studio rental time, director, camera operators and other technicians, post production, etc.
This means their production budget equaled 0.4% of their hoped-for sales. Not too bad.
What worked?
Clearly, this is a case where video rocks.
There’s just no comparison between still pictures on a page and actually seeing what the costumes look like on real people from all angles accompanied by the commentary of two experienced ‘QVC’-style hosts.
What didn’t work?
There was no interactivity.
If you wanted to check out specific costumes, you had to sit there – as if the web were a cable TV channel – and watch the entire program sequentially until it got to the costumes you were interested in.
Dumb!
The beauty of the Internet is that you can call up exactly what you want when you want.
You can all this ‘interactivity.’ You can call it ‘on demand.’ But whatever you call it, make sure you take advantage of it.
Video on the Internet is not TV.
If you’re offering lots of different products, make sure your prospects can get right to the clip of their choice without having to wait around.
This may seem like common sense, but as Mark Twain once observed, there’s nothing more uncommon than common sense – even among otherwise savvy and creative Internet retailers.
—-
Do you have a minute (literally) to answer five quick questions about what topics in Internet video marketing you’re most interested in?
If you do, please visit the page below and help me make this newsletter more useful to you.
http://www.thesystemseminar.com/video/survey.html
Thanks.
– Ken McCarthy
P.S. For over 25 years I’ve been sharing the simple but powerful things that matter in business with my clients.
If you’d like direction for your business that will work today, tomorrow and twenty years from now, visit us at the System Club.
———————————————-
Subscribe to the System Internet Video Marketing
Newsletter by going here:
http://www.InternetVideoMarketingLetter.com
———————————————-
Comments are closed.