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As video grows as a marketing tool The Travel Network Group’s Si Morris-Green explains how agents can tap into the trend.
Digitalisation is the new buzz word in today’s marketing world, and since introducing our own digital strategy late last year, which includes personalised product videos, it is proving to be successful and resonating with travel consumers.
We have worked in live TV over the past five years with Worldchoice TV, a fortnightly programme showcasing travel products, tours and destinations, aired on the Ideal World shopping channel. We have gained real experience through this media channel, which we are able to pass on to our members.
Our new digital marketing offering is geared up to provide additional video content, heavily tailored to our members, so they can benefit from the advancing technological era we are living in. Research we conducted in July 2016 shows that consumers are spending increasing time on their devices, with a greater passion for online video than ever before.
Our research found that:
The research underpins why we are including video across all our 2017 marketing campaigns. Members can benefit by getting in front of the camera themselves and promoting their products and services, allowing them to connect in a meaningful way with their customers.
In 2017, the majority of us have access to advanced technology on our personal devices, making video an easy-to-use and cost-effective marketing tool for agents.
The Travel Network Group has helped more than 100 members shoot, edit and release videos to their customers, with some members benefiting from 400 views in 24 hours, and we have many more agents ready to embark on their own digital journeys.
All the pieces centre around key holiday destinations, offers and promotions that are available to consumers and all include a call to action about how and where to book.
As our own experience with agents proves, using video content as a key part of your marketing activities can not only help promote your business locally, but drive more customers into your agency.
The Travel Network Group recommends that agents use video alongside email marketing, social media and traditional print media for a more integrated, well-rounded marketing campaign.
Where possible, agents should also cross-promote their videos by including them in newsletters, online and on social media, for example.
Create a storyboard. Take a blank piece of paper and plan your piece to camera – what are your messages? What do you want the viewer to do as a result of watching the video? Bullet point key messages to use as prompts and keep you on track.
People buy people first. In any video, convey your personality and what you can offer.
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Consider your audience. Keep messages personal to your viewers making sure that what you say resonates with them – don’t talk about luxury holidays if your customers want a good-value family break.
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What channels will you use to stream your video? Remember to showcase your videos wherever you possibly can, including on social media, websites, SMS and other e-marketing channels.
What is your message? Is it brand awareness, a sales message or simply an information piece? Make sure you have a clear idea and focus your content accordingly.
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Keep it real. Remember to show that you are a real person.
Include a call to action. If people like what they see, how can they contact you? Give a phone number or email address, or direct them to your social media sites.
Be upbeat. When you are in front of the camera, remember to smile and be yourself.
