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Sunday, June 15, 2008
How, Where, When and Why to use Video to sell products on the Internet with Adam Linquist, Director of Business Development, 2nd Wind Exercise Equipment

The medium itself became the endorsement: "As Seen On TV"
  • A powerful sales statement that implies credibility
  • Professional endorsement and/or "pitchman"
  • Typically, professional level production value
  • Usually, high cost production and distribution
  • Eventual audience "burn-out" of message
As Seen on the Internet
  • Not perceived as a statement of credibility
  • Minimal "professional" endorsement sales strategy
  • Instant distribution opportunity
  • Low production to high production value
  • Can be launched at minimal cost or fully scaled
  • Can push the edge of the envelope
  • Internet connection speeds affect consumer decision to view
The "Newness" of the medium creates Opportunity and Threat
  • Streamed video is still perceived as a "new"
  • Audiences can instantly share favorite ads with friends
  • Social networking and Blogs allow product messages to move around the globe in a matter of days
  • Marketing messages can also be instantly connected to positive or negative feedback
Internet Video Selling - A New Frontier

Rule #1 - The sales dynamic is changing
  • E-tail selling is not the same as bricks and mortar retail "selling"
  • Worldwide comparison shopping can happen in a few minutes
  • Consumer alternative can expand exponentially with a few clicks of a button
  • Consumers can gain instant insight on product or brand experience from others before making a buying decision
Rule #2 - Marketing is still marketing
  • Consumers like to be educated before making a buying decision
  • Most consumers will gravitate to video/sound demonstrations to engage all senses in the decision process
  • Consumers still like to feel good about a purchase decision
  • A good salesperson on video can and will sell "virtually"
Is video right for you?
  • Is your product complicated to understand where video could be break it down into digestible components?
  • Is your product's price point one where explaining unique features and benefits is important to justify value?
  • Can showing your product be entertaining?
  • Is your product sexy?
  • Is your product interesting?
Where do you use video?
  • Home Page
  • Product Pages
  • Info Page
  • Contact Us Page
  • Public Relations Page
  • Social Networks
  • You Tube
  • To make an long extension of a traditional ad
  • Pod Casting
When to do video? NOW
  • The average consumer viewed slightly less than 100 minutes of online video content a month
  • 80,000,000 videos are viewed each day on You Tube
  • 59% of Internet users are viewing at least 1 video per week
  • Nike ad pulled 22,000,000 views
  • Google/Sprint mobile partnership


by: Shawna Seigel



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