A presentation for ecommerce businesses on how to use video

1. E-Commerce
Video Marketing Case Studies &
Tips

2. Examples Covered:
Dollar Shave Club
Blendtec – Will it Blend?
Wine Library TV
Zappos
Advance Auto Parts
Luxy hair
Zazzle
Best Buy

3. #1 Dollar
Shave Club

4. URL: http://bit.ly/18VkXRZ

5. What did they do?
Approach:
• A funny video that promotes a smart business,
which appealed to the mainstream media.
• Business Model: Pay $1 for a month’s razor
supplies.
Results:
• DSC created this video for under $5,000!
• 12,000 people signed up in the first 48 hours from
when the DSC video launched.
• Current video views: 12.5 mn.

6. Key Takeaways
• The first ten seconds of your video are the most
crucial
– Companies must tell people who they are and what
they do, and they have to do it fast.
– Show and tell people the name of your company
and what kind of industry you are in. In the first 10
seconds Mike says the name of the company twice.
• Be Entertaining
- Great advertising is entertaining, you want to watch
it again & again.

7. Key Takeaways (contd.)
• Present a USP
- Mike tells us that his blades are, “F**king
Great!”
• Sign up right away
- They had a sign up option at the end of the
video. No need to look for where to
purchase!

8. #2 Blendtec Will It Blend

9. URL: http://bit.ly/1gFkc4i

10. What did they do?
Approach:
• In these series of videos, they use popular products
like iPhones, iPad etc., choosing one product per video,
and discovering it blends blend using the Blendtec
blender.
Results:
• 120-plus video in 6 years with almost 200 million views.
• They’re retail sales have increased by over 700%.
• 'Will it Blend?' has been named as the number one viral
marketing campaign of all time [by Ad Age].

11. Key Takeaways
• Align Campaign to Strategy and Brand
- Blendtec’s viral videos and their content
aligned nicely with their brand.
• Remain Authentic
- Tom Dickson’s charm is not his smooth
presentation style. It is his authenticity.
- In the post-Enron world, consumers are
impressed by authentic CEO’s.

12. Key Takeaways (contd.)
• Create Buzz worthy Content
- Blending stuff up in a blender is buzz worthy.
• Involve Customers
- Find ways to engage the community in your
process – either directly or indirectly.
- Blendtec does it directly through an online
form asking people what to blend.
- Blendtec does it indirectly by creating a social
object that people can react to and re-create.

13. #3 Wine
Library TV

14. URL: http://bit.ly/JFUkrB

15. What did they do?
Approach:
• Video podcast hosted by Gary Vaynerchuk, featuring wine
reviews and advice on wine appreciation to promote his
wine store.
• Episodes consisted of wine tastings along with other wine
related topics.
Results:
• Created a series of episodes with 1000 total episodes.
• High levels of user engagement on the channel.
• In 2007, he won the American Wine Blog Awards, for Best
Wine Podcast or Video blog.

16. Key Takeaways
• Build interaction
- Build engagement through videos as
much as possible.
• Give benefits others don’t
- The videos provided information that
would otherwise be paid for.

17. Key Takeaways (contd.)
• Don’t try to just sell
- Provide value which will automatically
give you a sales benefit.
• Show your unique advantage over
others
- Gary’s videos are a reflection of his
knowledge & experience in wines.

18. #4 Zappos

19. URL: http://bit.ly/1bPi45F

20. What did they do?
Approach:
• They use the video to describe, use and demonstrate the
products with real Zappos employees and not models or
actors.
Results:
• Videos are said to have a sales impact of 6 to 30%.
• A whopping 77,316 website visits each month are attributed
to Zappos' video listings in search engines (As of June 2011).
• Calculating to a $551,731 increase in revenues due to its
video SEO efforts (As of june 2011).

21. Key Takeaways
• Stay true to the brand
- By using an “everyday” person Zappos increased
the level of trust that is communicated about how
a product will function, fit, and work.
- Zappos customers responded very well to this
approach.
• Build a clear strategy
- The key ROI metric for Zappos was not increase in
sales but decrease in returns which was achieved
successfully.

22. Key Takeaways (contd.)
• Jump all in
- The Zappos video team is directed to shoot
a video for every single item that comes
into the Shepherdsville, Kentucky,
warehouse.
- Approximately 40,000 videos are live on
Zappos.com at any given time and they
produce around 2,300 videos every week.

23. #5 Advance
Auto Parts

24. URL: http://bit.ly/1bd2EES

25. What did they do?
Approach:
• Advance Auto Parts has produced a number of video
tutorials that eschew the normal sales patter in favour of
educating the customer on various aspects of vehicle
maintenance.
• The videos include quick tips, how to guides, DIY videos,
product demos etc.
Results:
• Advance auto parts discovered that visitors who watched
video stay on the site twice as long and visit twice as many
pages versus those who don’t see video.

26. Key Takeaways
• Use of Instructional videos:
– While most ecommerce videos specifically
showcase a particular product, Advance Auto Parts
includes instructional videos that are of value to
the customer.
• Avoid usual hard sell:
– Having watched the tutorial, the viewer will buy all
the necessary parts and equipment from Advance
Auto Parts, but it’s a refreshing approach
compared to the usual hard sell.

27. Key Takeaways (contd.)
• Produce useful content:
– By producing content that is genuinely of
use to the customer Advance Auto Parts has
differentiated itself from the competition
and built a strong brand identity.

28. #6 Luxy Hair

29. URL: http://bit.ly/1ijRHau

30. What did they do?
Approach:
• Luxy Hair is a customer-centric hair extensions ecommerce retailer with the YouTube channel being
one one of the largest beauty channels in the world
with over one million subscribers worldwide.
• They use tutorial-styled YouTube videos which
almost exclusively power their sales.
Results:
• YouTube channel has over 173M views.

31. Key Takeaways
• Create content with independent value:
– Luxy Hair’s approach is to try best to give
people value and a personal connection
when they create videos.
• Avoid a direct sales pitch:
– They avoid showing their product in most of
their videos.

32. #7 Zazzle

33. URL: http://bit.ly/19bRl5C

34. What did they do?
Approach:
• Zazzle has a game changing screen
printing technology - a new way to
easily create high quality bulk T-shirts
for your group which it presents
through a exciting, engaging and fun
video.

35. Key Takeaways
• Do something different
– The video’s style and technique is different than the
normal videos we watch. It is creative, unique and
interesting.
• Match your product personality
– The video’s personality matches the personality – In
case of Zazzle, it is fun, exciting, new.
• Highlight your product USP
- The video clearly states the unique benefit of using
Zazzle – design your stuff sitting at home, made
easier than never before.

36. #8 Best Buy

37. URL: http://bit.ly/J4lyql

38. What did they do?
Approach:
• It offers eight different YouTube channels
covering videos related to the company
itself, Geek Squad computer repair, Best Buy
Unboxed online community, Twelpforce
Twitter community, its Insignia products line,
Napster music (owned by Best Buy), Best Buy
@15 teen channel, and the main channel,
which features product videos.

39. Key Takeaways
• Bridge the gap between ecommerce and instore.
• Strategize your presence smartly:
– Rather than place all video content into one
channel, consider creating multiple channels.
– Users can join each channel through the
“Subscribe” and “Like” features.
– Share content across channels using Playlists.

40. 7 KEY POINTERS FOR
CREATING E-COMMERCE
VIDEO CONTENT

41. Key pointers for creating
e-commerce video
#1
UNIQUE
VALUE
• There are five values that
will separate your
company’s products from
the rest. Faster, Stronger,
Cheaper, Better, Easier.
Choose where you stand.

42. Key pointers for creating
e-commerce video
#2
BE
ORIGINAL
• We live in a crowded busy
world with millions of
brands screaming for your
attention. You have to be
different to stick out
because if you’re the same
nobody listens to you.

43. Key pointers for creating
e-commerce video
#3
MAKE
PEOPLE
SMILE
• Making someone smile
is one of the quickest
way to build trust. Once
you have their trust
your power to influence
them increases ten fold.

44. Key pointers for creating
e-commerce video
#4
VIDEO
LENGTH
• The length of the video is
crucial! For YouTube, 60
to 90 seconds is the
optimal time frame but
remember to include your
message in the first 15 or
so seconds.

45. Key pointers for creating
e-commerce video
#5
MULTIPURPOSE
USE
• The successful use of video in ecommerce is tied to the use of quality
video content across your
multichannel commerce program. You
can extend its value by capturing still
images, 360s, and other applications—
generating multiple product
presentations and messaging
opportunities from a single shoot.

46. Key pointers for creating
e-commerce video
#6
SHARING
• The inherent power of social media
demands that impactful ecommerce video content be
shareable. In addition to sharing
your content on popular video
marketing sites, consider how your
branded video content can be
distributed to wider networks of
viewers on promotional pages.

47. Key pointers for creating
e-commerce video
#7
EMOTONAL
CONNECTION
• Good e-commerce videos
forge emotional bonds with
consumers. Don't dismiss
the value of storytelling and
strategies designed to
nurture emotional bonds to
your products.

48. 5 TYPES OF PRODUCT
BASED VIDEO CONTENT
YOU CAN CREATE

49. Types of product
based video content
#1 PRODUCT IN USE
• Showing a product in use is an effective
way of alleviating customer doubts
about a product they’re viewing online.

50. Types of product
based video content
#2 FEATURES AND BENEFITS
• Video can play the role of sales person,
explaining the features & benefits of a
product

51. Types of product
based video content
#3 INSTRUCTIONAL
• With products that are more complex to
purchase, it makes sense to have product
videos that are instructional in nature.
Presumably, the less confused customers are
about the product, the more likely they are
to investigate and make a purchase.

52. Types of product
based video content
#4 SLIDESHOW
• When a product video doesn’t actually
contain motion video clips but still
images that are manipulated, the
contents tend to be more similar to a
slideshow than a commercial.

53. Types of product
based video content
#5 NARRATOR AND SLIDESHOW
• The slideshow product video can be
enhanced with real video by splicing in a
narrator’s introduction and explanations.
The narration portions can be shot in a
studio, while the slideshow portion is taken
from existing photos and marketing
materials.

54. Thank You