Friday, June 22, 2007
How to Effectively Integrate Your Video Message In An Outbound Marketing Campaign
A recent new product launch campaign for SYSCO Foods illustrates the importance of the correct video message and a well-thought out integration strategy. SYSCO asked PCG to create a custom ISAT site to assist them in educating both their sales force and restaurant operators on the new product in order to create demand and pull the product through the distribution chain.
SYSCO provided a custom video featuring a well-known chef (Chef Pepin) in a Casa Solana product demonstration. At 5:12 the video itself is significantly longer than industry recommended standard video lengths, making the strategy behind the site crucial.
In building the site, PCG integrated the long-format video using our ISAT platform, allowing viewers to multi-task and interact with the sales PDF sheets and/or “raise their hand” through a direct response contact form – both without ever interrupting the video presentation. PCG created the site for their campaign, building an in-depth, interactive presentation available at www.syscocasasolanapromo.com and as an email sent to sales representatives and restaurant operators where previously, only PDF sales sheets and text email communications were available.
As a result of this campaign, the average viewer watched 6 minutes of video and downloaded 2 documents (generating a 200% ROI with most viewers watching the video more than once) with 10% of those downloads in Spanish. In anticipation of product sales, 50% of SYSCO’s operating units have stocked the product line, with 32 units planning on adding inventory and resulting in near saturation for the product within SYSCO’S distribution network.
SYSCO provided a custom video featuring a well-known chef (Chef Pepin) in a Casa Solana product demonstration. At 5:12 the video itself is significantly longer than industry recommended standard video lengths, making the strategy behind the site crucial.
In building the site, PCG integrated the long-format video using our ISAT platform, allowing viewers to multi-task and interact with the sales PDF sheets and/or “raise their hand” through a direct response contact form – both without ever interrupting the video presentation. PCG created the site for their campaign, building an in-depth, interactive presentation available at www.syscocasasolanapromo.com and as an email sent to sales representatives and restaurant operators where previously, only PDF sales sheets and text email communications were available.
As a result of this campaign, the average viewer watched 6 minutes of video and downloaded 2 documents (generating a 200% ROI with most viewers watching the video more than once) with 10% of those downloads in Spanish. In anticipation of product sales, 50% of SYSCO’s operating units have stocked the product line, with 32 units planning on adding inventory and resulting in near saturation for the product within SYSCO’S distribution network.
Labels: email, ISAT, supply channel communications, video
