Can any Car Dealer afford to ignore over 150,000 new customers?
I have had a few interesting conversations in recent weeks with potential clients and yes the though the headline statement is controversial it is also true, certainly in the car industry, it certainly would appear that the dealerships we have spoken too really are not interested in new customers from sources other than the traditional ones, the ones they understand.
Certainly, many do not see the Internet as somewhere they can do business or even raise awareness of their business or brand.
This, despite being told by clients that they first saw the cars and their dealership via a search engine or via the likes of YouTube in a car review.
Now either the car market is really buoyant and car dealers have so much business and don’t care about future customers, or they just do not understand the Internet and how to use it and how to leverage new business and customers from it.
However, unfortunately that is going to be the future for car dealerships and pretty much all businesses. Certainly the Millennial’s coming through to become the buyers of the future will only ever use the Internet and the growing rise of smart phones and tablets will drive that even faster.
So how can I make such statements, what are my credentials, well I have worked around the globe and have involved in marketing and sales for many years in the difficult world of B2B, a far more testing environments, and quite often with old out dated ideas.
Anyway, I now run my own company serving the B2B market and have proven data and proven success generating business for companies in terms of £millions in terms of revenue.
I have proven case studies backing what I say, anyway back to the case in point, our company was given a 2016 Evoke 
Black Pack by Jaguar Land Rover to provide a video review of the vehicle. The film got the blessing of JLR, so we put it out with no publicity on YouTube to see what would happen. We now stand at 147,000 views on YouTube – that means around 1 million hits and its still climbing.
https://www.youtube.com/embed/lQHZBMq99is
Now there are a lot of car reviews out there, a lot very poor, some fantastic, however, we know that you can, at the very least with a good-quality car review, get at least over 100,000 plus views and a lot more hits as well. We have the data to prove that.
So as we work in the commercial sector (Creating video content for clients, leveraging their video to generate sales and driving online marketing) we thought let’s apply this data and use some of the practices and processes we have learnt from the B2B side of business and apply them to the to the car market.
So we created a business model and started talking to car dealerships to discuss what we could do to help them.
And don’t just take my word for it. Feel free to read this article to http://bit.ly/1lrn6P6 which states that 70% of car buyers are influenced by YouTube.
Our proposition estimated that based on actual sales that the impact on the price per car in a typical dealership would add around £21 to the cost of a new-vehicle sale, run that out across two dealerships selling the same brand, and that halves and so on.
We based that on a one-year cycle, in reality, models are changed every two years or so and then the same business model could be applied to the pre-owned market reducing the cost per vehicle even lower so it is not a big expense.
Now I am not going to give away our marketing/business model for all the obvious reasons, but what we do know is that our model will reach over 100,000 new customers per model, the more models the greater the reach. We have the figures to prove that.
For most businesses to be able to market to over 100,000 or more (Possible over 1 Million) potential new customers would be something that most companies would be interested in.
However, that’s when things started to unravel, not because the numbers don’t stack up, not because we are wrong, BUT because I suspect that the Car Dealerships businesses and those that run them do not understand the Internet and are very much in the past regarding online marketing and what the future will hold for them.
We have seen the same in the world we normally inhabit. Some clients embrace change, some are terrified of it. It’s partly because the pace of change is outstripping the marketing/business model they have of the world.
We believe that some even think the Internet and all it brings in a fad, yes I have had that said to me in 2016!
Some even refuse to accept their own data, we always benchmark where are clients are now so we can see the effect our work has their business, so some are happy to carry on with an outdated business/marketing model taking the Ostrich Approach, if I put my head in the sand, then the lion won’t eat me!
The one thing I do know is that those who embrace change will succeed, those who don’t won’t, as the history of business tells us will fail, look at Kodak to name one company that failed to embrace change.
As I said I have the proof, I just look at our most-recent project. Our work has seen their Alexa rating over 1 million places, and they have seen their website engagement double, that will lead to business growth.
Another company we have helped has seen their profits double.
Are we miracle workers, no we certainly are not, BUT we do know what works, we embrace the future and drive change which is fully measured?
Remember the Internet is in a constant state of flux, so what works today may not work tomorrow.
Certainly traditional marketing and business methods still play a part, but the business world is changing and changing fast, figures suggest that by 2020 70% of Internet content will be video (Source – http://bit.ly/1RUUoym ), so you either get on the train, or you stay at the station.
For businesses that want to thrive, I suspect staying off the train will mean one thing, like the dinosaur you will become extinct.
So like car dealers you can either ignore the potential 100,000 to 1 million new clients because you either don’t care or are happy where you are, or you can embrace change explore new ways of reaching out to your customers and grow your business.
It’s your call.
If you want to know more feel free to make contact either to challenge me, ask advice or discuss your businesses future.
Written by Ewart Richardson
Email: edudkorichardson@guvnormedia.com
Website: http://www.guvnormedia.com
LinkedIn: https://uk.linkedin.com/in/ewart-richardson-42928811
Is Your Business Fit? Get your 52 Point Health Check and Find Out.
I am pretty certain that these days every company has an online presence of some sort.
If you don’t or you have not invested wisely then you may go the way of BHS or before that HMV and a litany of others.
Even the most humble of retailers now has an online presence however, have you invested wisely?
In fact, do you actually know if the money you have spent is working for you?
I hear many say it’s the customers, they don’t understand my message, or well, I put a video on my site two years ago, and it made no difference or from one Estate agent selling houses that cost over £1 Million “Well the video’s I filmed that cost £30 each they really didn’t work for us”
That sort of argument I hear a lot, but no wonder, it’s probably less than you would spend selling your second-hand iPad on EBay, so why would anyone trust a low quality poorly made video costing £30 on a ticket item costing over a Million.
Think about it why do the likes of Apple, Land Rover and others majors invest in high quality Online Digital Marketing, simply because it works.
However, I guess the estate agent I spoke with and perhaps many of our customers, until now, had no way of knowing how well their websites or indeed their digital marketing campaign is actually going.
Certainly to understand how the Internet and its users see your site was, up until now, very expensive and required a lot of work and understanding.
So we had a long think and tried to think how we could help our customers understand their problems.
How could we give them a start point something they could understand and something that could be measured, something that would start to solve their problems and improve their bottom line, something unbiased and independent using independent data, their data.
So we have created a 52 point Digital Health-Check report for our clients online marketing activities to see if their businesses were actually “Fit For Business”.
The report looks at everything from the effectiveness of your website and SEO through to social media integration. We look at how our client use video content, in some cases if at all, whether what they do is mobile friendly – meaning suitable for Smartphones and Tablets.
We check how many people look at their site, how long they are there for and much more.
For some holding up this mirror and being confronted with your own data, which is fully independent, is quite frightening and often painful as it really does tell you where you are, which for some is not what they expected.
For others it has been incredibly enlightening and allowed them to rapidly progress their business and increase their sales, authority and presence.
Though it depends if you have the Ostrich mentality, or you want to improve and make progress and in the end, grow your business.
In our experience, it is about 50/50 as there are many that are happy working with what they have regardless of what the data is telling them or indeed how well their business is doing.
For us, it is good to as we only want to work with progressive companies that have a vision for the future and want to improve move forward and build their business into something special.
For those that are progressive the major benefit is that they now have a real start point as they can actually track and measure improvements, they can see that they are getting more engagement and in the end more sales.
They can measure success in real terms.
If you fall into the camp of wanting to improve and grow your business and your online marketing strategy then get in touch, and we will run our 52 point check and report on your business to see where you are.
Then perhaps we can help you as we have helped others.
However, if you want to be an Ostrich, then good luck, and I suspect in the end you will end up with the dinosaurs – extinct because the internet is not going away.
Ewart Dudk0-Richardson
@EwartRichardson or @GuvnorMedia
Email : info@guvnormedia.co.uk
Tel: +44 (0) 843 289 4742
When is it OK to post Poor Quality Video on your Website and your YouTube Channel?
The answer is simple – if you don’t want anyone to watch or you simply don’t care about your company brand, sales or business image.
We have had an interesting few weeks with video content with one of our recent video’s raising more than £1.5 million for a client and another video on YouTube heading towards 130,000 views and picking up around 5,000 to 10,000 plus views a week meaning its been hit over a million times.
We have asked the burning question with two very different films why have they been so effective?
I think the answer is very simple, they were made by our professional team, presented by professional presenters, edited incredibly well with lots of key information that resonated with the audience that they were intended for.
The film that has had the larger viewing figures of the two is a review of the new 2016 Evoque, the film was approved by JLR and has no doubt “tipped” a few more customers over the edge into buying the car, that said it was and is a review, not an advert.
Why has this video been successful and why have similar video reviews by others that have been shot on iPhones not been anywhere near as successful?
Certainly, we all know that a video of a cat doing something crazy will get thousands of views, pretty much any “cuddly” animal doing something crazy will get high viewing figures on YouTube and they are often shot on a “wobbly handheld iPhone” so why wouldn’t say a car review or something more substantial not be watched and not fill the audience with confidence about the product when a “cuddly cute pet” would?
I think the answer simple, a 15 second cuddly pet is a one off “accident” that is not important and is not judged or expected to be high quality, it is what it is, an amusing accidental one off short video.
Whereas a car review is something you are considering investing in, something you might buy, a high ticket item and the quality of the video and the information in it will be judged against its piers from say Top Gear, Fifth Gear, AutoTrader etc. who invest substantial budgets into producing high quality polished video reviews, that very quickly exposes the poor quality ones.
Also would even consider buying a car over £40,000 from a review shot on an iPhone with bad sound and camera shake? I am not sure I would take the content seriously would you?
So anything that you produce for your product has to match the expectations of your customers, so if you sell low quality product and it low budget then fine make video to fit that niche, but if you want to exude quality and something that is worthwhile then your Video content will have to match.
Would a “wobbly” iPhone video with poor sound quality get you into the show room to spend £40,000 plus?
Oddly enough the same goes for the second video but for entirely different reasons, this video was not intended for a mass market and it is about a specialised piece of equipment that will have a major impact on all our lives but is for a small market. However, the company needed to make sales and get investors interested to put money in so that the company could expand.
So how do you get investors to be convinced enough to put over £1.5 million into a business?
You make sure that the story you tell is in a language the investors understand and this is where the production team that can produce high quality video comes in. Our team created a narrative that allowed a story to be told to a wide audience, financiers and business people who perhaps are less interested in what the technology can do but about what it can achieve and where its niche is, where it can generate business.
Even the UK’s largest Crowd Funding organisation AngelsDen will tell you “no video, no crowdfunding”.
So in that case why do so many companies persist in putting out low quality video to sell their products, again I think the argument is very simple, they do not believe they are being judged by the market and they think “anyone can make good quality video” and simply that is not true.
If it were, we would all have Hollywood great movies to our names or a string of TV shows, and simply people haven’t. It is a very difficult and skilled job to product a Video that will work for your business. It takes care time and thoughtfulness to understand what you want to achieve, to whom and why. Then to craft a video that works for you showing your products and services in their best possible light.
It’s very simple if you are not getting the views or you are not getting success from your video then probably you are not doing it very well.
Even some of the big companies don’t do it right, how many times have we seen a “talking head” on a finance site? Do you watch or listen? I know I don’t, so why do they persist in doing them? It’s more probable lack of knowledge of how video works and perhaps the ego of the person in the video.
“I must be great because I am on the board, so everyone must want to hear what I have to say ?”
Unfortunately, that is not always the case, not everyone is a good speaker on camera, it is a skill that has to be learned, practiced and worked at, it is not 5-minute job.
We meet many executives and senior manager who tell us they don’t need a script and that they can deliver everything first time perfectly. That is normally a sign that we are in for a very long day of “Umms” and “errs” and much more besides including a very long editing job.
I would think that Russell Crowe or Brad Pitt are probably not good at banking, but they are very good actors. So they stick to what they are good at and perhaps others who think they are great on camera should stick to what they are good at?
I would hope that this will help a few of you to decide that making quality video’s that will affect your bottom line is best left to the experts, like most things in life.
However, for those who still want to do it themselves we are in the process of creating a number of training courses that will help you a little.
The first will be available later in January it will be presented by our Creative Director Mark Alexander Todd who has produced programmes for the BBC and several other major organisations, several feature films and has worked in Hollywood and the UK so his insight and knowledge helping you will be vital for you to make video that is not only of decent quality but also something that will help your bottom line.
But you won’t be Steven Spielberg overnight.
Alternatively, if you would like help with your video content from a company with a long track record in success perhaps give us a call.
Ewart Dudko-Richardson
@EwartRichardson or @GuvnorMedia_
info@guvnormedia.co.uk
Tel : +44 (0)843 289 4742
Sandler Trainings Marcus Cauchi Lectures on RECRUITMENT – HIRING BOND NOT BEAN – A MUST WATCH webinar event
This Week we are running another WEBINAR PLUS EVENT on behalf of Sandler Training.
This time Marcus Cauchi will be lecturing on RECRUITMENT – HIRING BOND NOT BEAN in this is a compelling and MUST WATCH webinar event.
It is FREE on the 9th of December at 15.00 BST (UK) but places are limited, they go fast so book now to avoid any disappointment.
Certainly, if you have to recruit because it’s your job or you are a professional in HR then this really is a MUST WATCH for you.
Even if it is a rare event in your working life there may come a point when you have to recruit someone, so why not learn from the best?
Marcus, who is very much an expert in this field having worked and consulted for most of the major companies and advised those a little smaller. He will be taking you through the “do’s and don’ts” and ensuring that you don’t pick the wrong candidate.
We all know that picking the wrong candidate for any position is not a good thing for you or your business so why do it?
Learn from the very best and make your recruitment process a little easier.
Marcus will be looking at
• The most common mistakes in the recruitment process
• Clues to competence
• Giving you his bespoke hiring template
• Discussing interviews skills and techniques
• How to scoring your candidates
• How to remain objective
• Onboarding
And Much More
And at the end of it all you will be able to have a live Q and A session with Marcus, whether you agree or not Marcus will be as ever inspiring, interesting and though provoking.
All of this is Free – so book your seat now for this fantastic opportunity to learn from an expert in this field.
9th Dec at 15.00 BST (UK)
Register Now
Book Your Seat at
For further details contact info@guvnormedia.co.uk or call +44 (0) 843 289 4742
£1 million in extra revenue for one client, Video Content with over 1.5 Million hits, was 2015 a success?
At the end of each year you tend to look at what you have achieved and t this time of reflection we have looked back at our business and who we have helped achieve success.
It’s not been an easy year, is it ever in reality? It’s not been a story great success achieved with ease, it has however been story of success because of a great deal of hard work put in by our team on behalf of our clients.
In terms of our team I would like to thank them for their efforts and in terms of our clients I would like to thank them for being patient and listening to what we told them and the way things tend to work.
If I look at the highlights some of our clients as a direct result our video campaigns and the way we structured their message in video format have made over £1 million (around $1.5 million) over and above what they would have made.
That makes us feel proud that we have done great job and if you look at what they invested to achieve that success, it was just above £10,000 so not a bad ROI.
We have clients that have raise around £1/2 million ($750,000) for the same level of investment and some investing now that will raise who knows what next year.
We have created videos for clients that are now on YouTube that with a little push are now hovering around the 10,000 views and rising.
In total our video content we have created is being hit by around 32,000 per week so that now equates to around 1.5 million over a year.
So someone is watching something and engaging with the content we put out.
Let’s be clear not every video is a great success but many are and many are starting to raise the profile of our clients.
You may ask how we do this, it’s not just one point of attack, our team are very much from the film industry and TV and not only understand how to get maximum engagement in our client’s message but our team also understand that you need to promote your video, your message and have a plan to do that before you start.
There must be a clear goal that is to be achieved with a clear message with the use of every medium in this multi-faceted marketing environment, to promote the video.
We pride ourselves on getting a simple message from a complex subject, even very difficult concepts for most people to understand, but it can be done, who didn’t understand our film on Liquid Liquid Counter Current Chromatography? Perhaps you didn’t until it was titled “Finding a Cure” and the film spoke about the way the technology is being used to find new cures for cancer, diabetes and more.
That engaged with the company’s market and raised them over £1 million because people understood what the company did.
It has turned their business around.
Also unlike perhaps other video companies we just don’t film what you ask and walk away knowing you look poor, with a weak message and ultimately leaving you with something that will damage your business.
We look to build long term relationships, we look for success and failure and if a film or video is not working we work with a client to review that message or video and perhaps re-edit it to gain more viewers and more potential customers, its all about attention to detail and maximising every opportunity no matter how small.
Something the major advertising houses have done for many years.
Each view is another potential customer or investor or key influencer.
So has 2015 been a success most definitely for our clients and I think long term it will be seen as a success for us to because the sort of confidence we are building with our clients can only ever lead to long term success a growing business and the belief that you really can make a difference.
If you think we could make a difference to your business then get in touch at info@guvnormedia.co.uk or tel: +44 (0) 843 289 4742
By
Ewart Dudko-Richardson
On Behalf of Guvnor Media
Twitter @EwartRichardson
LinkedIn : https://uk.linkedin.com/in/ewart-richardson-42928811
Who else wants to save money, give better customer satisfaction make extra sales by better training?
Training, should it be written, verbal or visual or a combination of all three?
With technology available now my view it should be a combination of all three so why is there a persistence amongst many of the companies that supply us with instruction manuals or leaflets with equipment or units that require some form of assembly to ignore the visual and the verbal?
It has always struck me as odd particularly in the retail sector that these two primary methods of communication are still ignored. For one it must cost thousands in dealing with returns when a simple video, which gives both verbal and visual communication, would leave very little to miss-interpretation and therefore give a shop or show room a satisfied customer and no returns to deal with.
Worse still even when retailers are selling communication devices such as a TV you still get a huge manual to wade through, why not have a set of simple video instructions available on the TV or from a Website or embedded on the TV itself or via an App?
Pretty much everyone now has access to the internet via a mobile device or PC and it is unlikely that someone would buy an internet ready TV without actually having access to the internet?
So why not use video as part of the instruction set, why spend out all that money on printing when it is not required, if you want a manual simple have it in PDF form available for download, but surely a simple set of instructional videos available on a mobile device would be far better and far more useful most people.
Even take a new car purchase, you get a huge hand book which you have to deal with, why? I understand that there is a legal requirement but do we really need a big printed book to wade through to tell us how to check the tyre pressure? Surely a simple video could be used which would make things much clearer and remove the miss-interpretations that happen when people read a manual.
I can hear some people say that producing a set of videos for each model car will be expensive, well actually it won’t.
Because like all equipment produced now many of the components are common across each range therefore the number of video’s required will be less as many will fit every model.
Meaning the cost per video is down into pennies per car even if it has to be shot in different languages, without the printing and distribution costs.
The same is true for domestic appliances and a host of other items on sale.
Certainly if you look at self-assembly furniture there are many common elements.
It will just take a little thought, rather than just being an after-thought.
Even updates become simpler because if the video “pack” or “deck” is broken down into small sections so updates can be applied from a library very simply and quickly without any of the associated re-distribution costs.
Even simple tools could be applied such as QR Codes or Augmented Reality such that when your mobile device is shown an areas of a piece of equipment it recognises it can show the appropriate training or instructional video.
None of this is “rocket science” all of the technology exists now, so why is this not being adopted?
Don’t we all jump to YouTube if we can’t fix a problem? Normally someone has made a video about how to fix just that problem, so why is it not being adopted by the manufacturers themselves?
Because unfortunately I think there is a problem of technology lag, the staff who are tasked with providing the “instructional documentation” are probably out of step with what is available as well as being out of step with their clients.
Companies do not think holistically, there really is no “joined up thinking”, so where the engine management section of a car company is say working to the very latest fuel mapping software available, the section providing the manuals is working with systems that are perhaps several years out of date without thinking to match.
It really is thought of as an after-thought.
Why have say Ikea or B and Q not adapted the video approach to save on the huge number of returns from customers who just cannot understand written instructions, why do they not understand the money saving opportunities they are missing?
And by using the visual medium you also have the chance to cross-sell and upsell your offers for free, advertising costs and there they are missing huge upsell opportunities.
It is something that other more forward thinking industries have recognised for a long time, look at the likes of Apple and Microsoft, with an iPhone or iPad there is no manual but there is a website with Video Content and upsells/cross sell or even trailers of new products.
The same model could apply to Ikea, B and Q and even your local Ford dealer if they could think holistically.
So perhaps now is the time for these companies and others to step up to the plate and catch up with the technology that surrounds us all and help your clients and customers.
If you are not sure how the inclusion of video in your training, online instruction manuals and product sales and demonstrations can help your business grow and make you extra sales then perhaps have a conversation with us at Guvnor Media and we will show you how we have done this for many of our clients.
Ewart Dudko-Richardson
@EwartRichardson or @GuvnorMedia_
Email : edudkorichardson@guvnormedia.com
Tel : +44 (0) 843 289 4742
http://www.guvnormedia.co.uk
Please make your own video content, its important, it plays a big part in our customers success
It might be an odd thing to say as a company that has built its business as video supplier, but we actually encourage people to make their own films.
I had a conversation this morning with a prospective clients and they said “Yes I called because I wanted a quote to do a short promo film, but the chap I work for has an expensive camera and we were out last night got a bit drunk and we decided we would probably do it ourselves – save a bit of money and I can throw a few words together as a script and it will do for our website”
There you have it anyone can make a film and we actually are really happy for them as they will save a money, in the same way you can save a bit of money if you fix your own car or do all your own DIY.
I am pretty certain today with access to smartphones with pretty good lenses on them and some pretty good tech including DSLR’s etc. that actually anyone can make a film.
In fact, YouTube
littered with video that all sorts of people have made and there are lots of videos on Websites all around the world with someone talking to a camera.
However, and here is probably the kicker, how many do you watch and take seriously and how many would inspire you to buy a product or have confidence in the company or follow through on the training course?
I suspect very few, now the question you have to ask would you buy a high ticket expensive item such as say a high class car if the video was made by someone who is not trained, on a script thrown together and ill lit footage?
Would that convince you that the company was serious? That the product was high quality and would you part with your hard earned money to buy such a product?
I suspect not, I suspect that probably you would give companies with poor quality video on their site a wide berth.
If making crafted high quality video with a strong script and message was easy to create after a drunken night out I would suspect that the entire advertising and film industry would have been dead a long time ago.
I don’t think the latest John Lewis advert was thrown together after a night down the pub, or the latest Samsung TV advert was derived after 10 minute at the coffee machine or indeed Bentleys latest advert was made during an oil change.
No they were all heavily crafted well thought out well filmed, crafted and made by professionals.
To put it in perspective would you trust anyone to service your car, the one that takes your children to school safely every morning, to say a neighbour with no skills or training but they did have a shiny new tool kit. Again I suspect not.
So why 
would you trust your company videos, which tells the story of your business and is a critical point of contact or indeed part of your sales strategy or even part of a product, say training to someone with no skills either?
Why would you even think you could make your own films with no training or even if you had the right equipment?
Because if that were the case what is the point in University or College or even the most basic training?
If that were the case I could give a complete novice a toolkit and absolutely no training and send them out as a Plumber? Why would they have to serve many years as an apprentice?
Would I trust my life savings to the chap I met at the station this morning because surely he doesn’t need to be a qualified IFA does he?
No I wouldn’t and neither would you, and the same goes for creating high quality video that will generate money for your business and keep your company safe and your customers inspired to buy and trust in what you do and what you say.
So yes I actually encourage people to make their own video for their business, why, because it gives our clients and clients of all those time served professional video and film makers a great chance of taking your business away from you.
Ewart Dudko-Richardson
Tweet @EwartRichardson and @GuvnorMedia_
Ewail at : edudkorichardson@guvnormedia.com
Or call +44 (0)843 289 4742
Have you made over £2 Million more in sales this year? Is your message as strong as Apples?
In today’s world when no one wants to waste money on un-necessary spend for advertising, sales or promoting their company, when everyone is looking for a return on investment it’s really good to be able to report that so far this year in our own small way we have generated our clients close to £2 million worth of extra business over and above what they would have normally received.
That proves to us that strategic advertising works, good quality video works and that, integrated with a Website and a sales message that fits your business and is congruent throughout business along with a Social Media campaign that has the values of the company at its heart, then the sales will follow.
Guvnor Media, currently known for our award winning Video work, our Biz To Biz TV channel on Bizminds.tv work very hard with our clients to ensure they achieve results, these recent figures prove this to be the case.
The clients that have done best with us have invested fully in our ethos and listened to what we have told them and employed many of the techniques we have discussed and advised them on.
Some of this has lead to some of our clients opening pipelines across Europe and into the USA and in one case to China.
We have a team that can deliver Video Content as well as advice and the projects from Website Development through to Business Coaching and Mentoring, Social Media Management and more besides.
I wrote an article this year that spoke about not doing Video unless there was a Financial Goal in mind a Return on Investment, and the recent news we have received from our clients reflects this.
At Guvnor Media we would rather turn away work from a client that has not thought about the ROI than create content or any other media that does not have a purpose or will generate revenue.
All Video Content or indeed media of any kind must have a purpose, that purpose should always be to bring in sales, whether that is via the direct route such as an advert or whether it is indirect such as an informational film, training which can save or generate money. It must be something that brings people to your Website/Webinar your shop/showroom virtual or real or to a landing page to encourage people to buy.
It must have some form of ROI or what is the point, but media, video or otherwise must also be integrated and congruent with the message your company is looking to deliver.
My view is look to the best such as Apple, they use every medium to sell their products and educate and train their clients, but they have a single ethos everyone knows what Apple stands for.
Apples Website reflects their video content which is reflected in their staff, their shops, websites and showrooms and this follows through throughout their product range and their back up service and beyond.
Their entire message is congruent with what they do and sell and company ethos, what has that meant? A massive return on investment because everyone what they stand for what they sell and how to buy their goods and invest in Apple.
So ask the question why are you not as successful as say Apple, for most of our clients it’s very simple, when we meet many of our clients of our clients for the first time often there is no clear goal of what they are trying to present what they want a video or series of videos to do.
That is the first thing we look at, what is its purpose?
Often we look deeper at their entire message and many do not understand that video and its congruence to a business is a “moments of truth” to a client.
Your video maybe the first thing a client sees when they land on your website or find you on YouTube, it may be the first thing on your website home page.
So it’s critical that its message is clear simple and in tune with your business.
And if your company sells high ticket items it’s even more critical, would you buy a car or a £1 million house or even a TV if the video was shot on an “wobbly” iPhone on a Selfie Stick with a confusing website and no clear message?
Is that how Apple do it? The answer is clearly no.
So those customers we have had a great deal of success with this year, those who have listened taken our advice and looked at congruence, their message, the quality and delivery of the message across all parts of their business have gained nearly £2 million in extra business.
So if you want success it cannot be done for nothing, it cannot be done without thought BUT it must be done with a clear view on ROI, a business plan and strategy.
Look at your business and is your message as clear as Apples?
By Ewart Dudko-Richardson
Tweet @EwartRchardson or @GuvnorMedia_
Email : edudkorichardson@guvnormedia.com
Or Call +44 (0)843 289 4742
Car Sales, Video and the New Land Rover Evoque
Video and car sales have gone hand in hand, just look at the profile that Top Gear gives to any vehicle they feature in the show.
Our fascination with cars has been there since the first car appeared back around 1885, yes it has been that long, but perhaps now more than ever video and the likes of YouTube and the availability of trade websites can propel car sales even further.
The fact that video can provide a targeted review to a specific audience and that video more than any other medium can illicit an emotional response from the viewer means you can drive sales in ways that were unheard just a few years ago.
Then getting a car review on main stream TV or even an advert would have cost the earth, however, with new technology and the advent of internet things have changed.
In fact things have changed radically in the last one or two years.
Now consumers, particularly younger consumers, are not chained to particular TV slots and worse still for marketing companies the audiences are fractionating with the likes of YouTube and Facebooks new video platform as well as twitter and more starting to have an increasing diluting effect.
However, it is not the end but the beginning of marketing vehicles and reviewing cars and getting that all important emotional response from the car buying audience.
Because of this dilution effect and the way that the internet and its use is evolving video is set to play an even more important role.
Today this means that the humble car reviews and sales videos can even be specific to a local dealership.
I can hear dealerships around the world thinking “there is no way I can afford a Top Gear quality style video for my dealership let alone personalise it and sell our other services”!
Yet they would be wrong, we have just had one of our films, which has been approved by Jaguar Land Rover, and we have reviewed the new Black Pack Evoque for a business audience just for that purpose.
This review can now be used by JLR dealerships and it can be personalised for their own dealership for just a few thousand pounds increasing dealership sales on a local level.
The added benefit is that their customers are using Facebook, Twitter, YouTube, LinkedIn and more which this video will reach.
And as with other clients we help, it will help the Dealership Sales team not only with customers who enter the show room but it will also help them reach out to both new, existing and past customers with now offers, finance deals and other benefits of purchasing a vehicle from them.
There are other benefits too, a company like Guvnor Media also has a massive reach through its own broadcast platform through its Bizminds.TV channel on http://www.bizminds.tv which has a reach of potentially 3.5 million businesses in the UK, added to that each video can be tweeted to upwards of ½ million twitter accounts not to mention YouTube, Vimeo and more besides.
Would traditional adverts reach such an audience? Would traditional adverts have the emotional pull that video will give you? Probably not, this really is the future or targeted video selling
Watch and see for your self
If you want to know more or you want to know how Guvnor Media can help you sell your Vehicles or products.
Then get in touch with me
Ewart Dudko-Richardson
At info@guvnormedia.com or edudkorichardson@guvnormedia.com
Tel : +44 (0) 843 289 4742
Or Twitter @EwartRichardson or @GuvnorMedia_
Video, Film, Advert – It really should be a return on investment!
At Guvnor Media we work with a lot of companies and I spend much of my time in meetings with business leaders who are very successful in their field discussing Video Content Marketing (VCM) and one of the things I hear a lot is “how much is this going to cost?”
Naturally that is a fair question to ask, but perhaps it is the wrong question, the question that should be asked is “What is the cost of I don’t invest” and “What is the return on that investment”.
Our view is simple every piece of video that is shot must have a purpose and a market, if not what is the point.
Even if you take the latest James Bond Film, that has a cost (though I am sure some people believe it cost the same price as their cinema ticket!), in fact an enormous cost stretching into the millions, in fact over $300 million.
However, it had a purpose, target audience, sales and merchandising and so on, so the $300 million investment though huge will be recouped and the producers will move very rapidly into profit, probably in the first week or certainly month.
That is the way every company should view its video content of whatever type.
So is your video content working for you? If not why not, did you ask the right questions, did you do your homework, did you pay attention to working with a company that understands how to make great video content but understands your business, business model, your clients and a company that fully understood what you wanted to achieve rather than just making you a piece a “Video”?
In our view even if it is a $30 or £20 Minivid or your own corporate/sales video such as the one we have produced for a new piece of equipment that will help the fight to cure diseases such as Cancer ( https://vimeo.com/143812822 ) or even an exhibition review (Powtech International Show Video https://vimeo.com/168648088 ) they should all have a purpose.
Even training films for eLearning or a sales video should be viewed as a Return on Investment (ROI) and not a cost.
Everything we do with our clients is based on that premise, to bring money back into your business, be that through leads, direct sales or to create product awareness and build massive databases for the sales team. There has to be value.
Take the Minivids they are designed to create client awareness and remind your clients that you are still there and care about them and are there for them. They quickly and simply re-advertise what you do. So one Minivid reminder at £20 or $30 could bring you back hundreds if not thousands in return for a small investment.
The more expensive film shot for the New Technology (CCC) project has already been used to engage Venture Capitalists to inject many thousands of £’s into the project and is now being used to raise awareness and sell the equipment in China, Europe and soon the USA.
It has already helped raise over £1 Million.
So the cost of that film, which was a few thousand to make may well yield several millions in investments and sales and perhaps even be the catalyst to a new industry.
So if you are making video for the sake of video you are very much missing the point, video like everything else has to pay for itself and should be an investment and not a cost.
Talk to Guvnor Media so we can help you turn your video content into a business opportunity and an investment rather than a cost.
Guvnor Media where Video makes you money.
Ewart Dudko-Richardson
On Behalf of Guvnor Media Ltd.
http://www.guvnormedia.co.uk
or
http://www.guvnormedia.com
Tweet @EwartRichardson or @GuvnorMedia_
Email : info@guvnormedia.com
Tel : +44 (0)843 289 4742
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