Planning and Preparing for your Project


The marketing team at StorySellers is the core service that makes us unique. The marketing team that initially meets with our clients to uncover their "story" has a combined 125 years of business marketing, development, and achievements. It is this targeted focus of fine tuning your "story" that separates StorySellers from traditional video companies. Anyone can videotape the front of a building, the owner, a customer, an employee, and display the phone number and address at the end of the video. Storysellers assists you in discovering your deep meaning. Your "story" is then put into a script so that the story is told in a way that is truly unique.


How To Boost Online Retail Sales With Video, Call To Action

By Daisy Whitney

If you want a prospective customer to watch the video on your Web page, say so. Use a clear and direct call to action.

That's among the findings of a just-released white paper from Invodo, an online video e-commerce company with clients including Sports Authority, Verizon, Lenovo and others. Invodo tracked the video view rate -- the ratio of video views to page views -- across those and other online retailer clients between March 2012 and June 2012 to determine the best practices for e-commerce sites to use to boost the number of video plays. A rise in video plays can translate into more revenue -- studies have shown that video on product pages can significantly increase conversions to sales for the product.

How can a retailer entice customers to watch the videos it posts online? For starters, ask visitors to watch. "Click to play" or "click to view" work well as text in a call to action for a video, Invodo says. "Just as the salesperson bags the deal by asking for the business, the online marketer increases conversion by asking for the click. That's the idea," the report says. Don't just write "video" on the player. Be specific in what you want site visitors to do. Videos with a text call to action generate view rates of 6.16% compared to 4.75% with an image-only call to action.

Also, make the call to action big. Yes -- size does matter here because Invodo found that a large call to action generates a view rate of 8.14%, while a smaller one only snags a 4.07% view rate. "This means increasing the size of the CTA makes the single greatest impact amongst all other hypotheses we tested. Something to consider is that a smaller CTA often lacks the flair that a larger image has room for -- they are frequently less colorful, lack text, and have less detail overall," Invodo says.

And don't forget to include video above the fold as much as possible. Premiere page placements help boost view rates.

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Video Stories: Marketing's Next Big Thing

By Neil Perry , Tuesday, Sept. 18, 2012

There's a fast-emerging trend we are seeing as a producer of videos for both major brands and agencies: the emergence of "stories" as the next big vehicle for brand communication. At least a dozen of our clients have undertaken projects to start producing human-interest stories via video to promote their brands, so it bears a closer look for anyone in the video and broader marketing industries:

In a world that proclaims "Content is king," it is these stories that are showing up as the next big thing. Whether it's an auto manufacturing company asking folks to look back into their past with their very first (insert brand here) car, or a mom reflecting on the first cake she baked from a box and how it made her feel, brands are encouraging consumers to be a part of the story by recalling their own experiences.

The resulting human interest stories, with a specific brand as a centerpiece, are being utilized in a number of creative ways. For example, the videos are showing up on a brand's Web site as personal brand commentary to humanize and personalize their corporate website. Equally or even more common, the video stories are used as a part of content on Facebook and other social-sharing sites. These videos are perfect complements to commercials that are uploaded on brand pages on YouTube, too.

There are a few unique benefits from these video stories for brands:

1. The videos come across as authentic (if shot correctly). They are not stylized, or stuffy, or corporate. They are real people sharing real memories that reflect positively on a brand.
2. Then, there's the endorsement by a satisfied customer expressed in warm, friendly, non-salesy manner. These testimonials, even when referring to the brand in memories from 10-15 years ago, open the door for future product trial and adoption by consumers.
3. And finally, these stories personalize the brand. They bring the brand down to the consumer level, which is appreciated by the consumer, and proves to be very motivational. It is this personalization of the brand that results in shareability.

Practically no one is going to share a video that's nothing more than a typical commercial featuring a new Mustang or other new car, but they might share a touching story of how someone felt about their first Mustang 10, 20 or even 30 years ago, and how they felt that first day cruising down the highway with the top down.

Stories, especially those in video form, will live on with the Internet as long as we all make an effort to ensure that they are "findable". As we all know, video already indexes well with search engines. Proper tagging and placing in various media will only help in sharing a brand's stories.

This trend will be worth watching in the coming months, as video stories have the promise to personalize brands in an authentic way.

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"What really decides consumers to buy or not to buy is the content of your advertising, not its form." - David Ogilvy


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