Archive for the ‘Educational Media’ Category

5 Ways the PR Store (and YOU) Can Supercharge A Seminar.

September 5, 2007

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Get your seminar to reach it's potential.This morning I was invited to attend the PR Store’s small business development seminar.  The smart marketers at the PR Store understand that gathering a room full of customers and prospects for an impactful business development session is a great way to generate new business. 

I immediately thought Katie Davis, the manager, could use DVD and or web streaming video of the seminar to reach thousands beyond the 20 or so people in attendance.  Below is a list of ways Katie (and YOU) can use DVD and web video to exponentially increase seminar audiences and leads.

  1.  Website:  Add the video to your website to engage browsing visitors.  If the content is compelling enough, visitors will pass the video along to others who could turn into new business.  Send a notice to everyone in your contact sphere and you could generate a lot of viewer traffic (customers, vendors, networking contacts, etc.)
  2. Partner Websites (Chambers, vendors, SBA, networking groups…):  Add a link or the actual video to the pages of partner sites.  Your partners will LOVE the free content (especially Chambers) and you can include contact information and a return link to your site to drive lots of referral traffic.
  3. Handouts:  You can give all or select customers a copy of your seminar DVD with each purchase to encourage cross sales and who knows, they might pass the DVD along to others (can you say referral).
  4. Partner Giveaways:  Groups like the SBA, SCORE, Small Buisiness Technology & Development Center, Biz Hub and others are always giving away materials to the businesses they consult. 
  5. Web TV Channel:  Once you accumulate a video inventory use free services like SplashCast and Brightcove to turn those videos into an online education (and lead generating!) web tv channel.  See our example at www.BroadcastCharlotte.com.

“The Chamber turned it’s recent Procurement Conference training seminar into a registration lead generator” (video below)


Related Topics:

  1. Educate Your Way to New Customers
  2. Sure You Want to Sell Your DVD?
  3. Empower Your Evangelists
  4. Create Your Own Web TV Show

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Sponsor Your Videos

August 1, 2007

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Be smart like the racing teams and sponsor your videosWhile “How To” special interest videos are a great way for businesses, independent consultants and other gurus to profit from their expertise; for smaller companies cost is often an inhibitor.  A potential solution to this dilemma came to me during an email exchange with a friend and prospective customer Heidi Billotto, a well known local culinary expert.  My solution was sponsorship.

Why not find a group of companies selling complimentary products or services to advertise their goods in your video?  If your video topic is interesting, your content engaging, and you have a good audience sponsorship would be a great opportunity for your advertising partner to reach a captive audience and a good way for you to offset your production costs. You could sell space on the exterior packaging, as inserts, full screen adds in the video itself, smaller lower third features at $50, $100, you set the price.  

Because Heidi is a cooking expert she might approach non competing firms in the food and beverage industry ( grocery stores, restaurants, wine shops, coffee outlets, food magazines, etc ). Get creative, it ain’t just for NASCAR anymore.  What would you say to Heidi (comment below)?

Related Posts:

  1. Collaborative Video: The Cure for Sticker Shock
  2. Sure You Want to Sell Your DVD?
  3. Read all of our Blog Posts

Sure You Want to Sell Your DVD?

March 12, 2007

A different way to market your videoMy company produces a lot of instructional and special interest videos for clients; many of whom logically want to resell their DVD’s for profit, but is resale their only opportunity?  I say no. 

On the web content is king and organizations are desperate for good material.  Your video could be just what they need.  Local newspapers, trade associations, financial institutions and others all use information to attract new business.  Why can’t they use your video content?

Here is how you can win without selling anything.  Let’s say you are a financial planning expert who has created a great 30 minute video covering financial planning basics.  You can have the video cut into six, 5 minute video episodes covering individual topics.  From here you can package the segments into a single 5 episode web streaming video program using a service like SplashCast.

AJ Financial Video Trailer
(Client Video Sample Below)
[blip.tv ?posts_id=172087&dest=8105]

Once your program is assembled you can approach the marketing manager of a local community bank and pitch an offer to add your video program at no cost (yes I said FREE) to the bank’s website in return for a link to your website.   Your benefit is great exposure to a large number of prospects in your target market, thus turning the bank into a highly effective marketing agent for your company.  Banks use live seminars all the time to attract new customers and build community good will but the in-person process is inefficient, as the number of people they can reach is limited.  Online there are no such limits.  You will look like a hero.

This process can be replicated with just about any organization with an offering that compliments your business (newspaper, trade association, networking group website, etc.).  Each partner you sign up exposes you to a larger audience and reduces your distribution cost. No matter what you paid to produce your video I guarantee the cost/benefit here will be much greater than traditional forms of advertising. 

So, do you still want to sell that DVD?

Related Posts:

  1. Create Your Own Web TV Show
  2. Collaborative Video: The Cure for Sticker Shock
  3. Video Production That Solves Big Hair Problems

Marketing Instructional / Special Interest Videos

January 31, 2007

Stephanie Chandler Information Product Marketing ExpertAs many of my clients want to successfully distribute the instructional and special interest videos we create for them; I thought it appropriate to engage an information product marketing expert.  I was introduced to Stephanie Chandler through my friend and PR mentor, Joan Stewart, the Publicity Hound. 

Stephanie Chandler is a small business expert and the author of FROM ENTREPRENEUR TO INFOPRENEUR: MAKE MONEY WITH BOOKS, EBOOKS AND INFORMATION PRODUCTS. She is also the founder of www.BusinessInfoGuide.com, a directory of free resources for entrepreneurs.

Stephanie, I am conducting this interview because I have a number of clients either interested in creating information-based special interest videos or they already have videos.  Many of these clients need a better understanding of how to effectively market their information-based products.

What is an infopreneur?
An infopreneur is someone who sells information. This can come in all forms: books, videos, audio files, e-books, etc.

If someone wants to distribute an information-based video what are some of the things they should consider to generate interest?
First, I would suggest focusing on building a high-traffic website. If you want to be successful selling products online, you have to reel in the buyers.

Second, send out an e-zine. It is relatively inexpensive and is one of the best marketing tools available online. Consider using a service such as Constant Contact. You should send it at least once a month, but twice a month or weekly can be even better. Make it easy to subscribe by putting a “subscribe here” box on every page of your website. You can also offer incentives for new subscribers. For example, you could give away a brief report or list as a gift to anyone who signs up.

Also, make sure to generate great sales copy for your products. Explain all of the benefits for the buyer (people like to buy solutions to problems). Include testimonials and offer a money-back guarantee. If your products are top-notch, you should rarely if ever have to send a refund.

What are some specific tools video infopreneurs can use to market their products online and offline (creating streaming trailers, YouTube, Courting the press)?
Ideally you would want to implement some viral marketing campaigns. Viral marketing is what happens when people start talking about your products and forwarding them to friends. Videos are an excellent platform for viral marketing since you can post short clips on places like YouTube and hope they catch on. Humor is always a winner so if you’ve got funny content, get it out there!

Publishing articles is another great way to promote your business and your products. Your articles should be related to the topics of your videos. You can submit them to industry-related websites or content sites that allow others to publish articles in their own e-zines and on their websites. My favorite content sites are www.ezinearticles.com and www.ideamarketers.com. Make sure to include a good bio and a link to your website with each article, then periodically Google yourself to find out where your articles are showing up!

What resources would you suggest for budding video infopreneurs?
The key to success with online product sales is to learn as much as you can about online marketing and publicity. I recommend signing up for Joan Stewart’s publicity newsletter at www.PublicityHound.com. Joe Vitale also publishes all kinds of information on hypnotic marketing: www.mrfire.com. Incidentally, I interviewed both of these people in my book. I also send a monthly newsletter with lots of business and marketing tips at www.BusinessInfoGuide.com.

How can your Infopreneur book help this group?
The book is loaded with information on how to create all kinds of information products including books, ebooks, teleseminars and more. If you have already captured an audience for your videos, it might be worthwhile to sell other types of products. For example, if you sell Yoga videos, you could sell an e-book on “How to Maximize Your Yoga Experience.”

Also, each chapter concludes with an interview with a successful infopreneur. These add a lot of value to the book since you can read some first-hand accounts of strategies that worked!

Stephanie, thank you so much for lending your time and expertise.  As we both know, beyond having a good product; the key to success with instructional video is creating a sound marketing and promotions plan. 

The clip below is an example of one of our client’s instructional video trailers.

[blip.tv ?posts_id=145332&dest=8105]

Public Speakers, Get Your Video!

January 16, 2007

Speaker VideoIf you speak at corporate functions or conduct seminars make sure you get a copy of the event video tape.  If the host is not taping the event, consider hiring your own professionals to cover your portion of the event and even capture some user feedback (testimonials). 

Public speaking is a great way to position yourself as an expert and in the process, generate business leads.  Video disitribution of your seminars can exponentially expand your audience.  Here is a link to one of my seminars (click here).  Your taped seminar can be broadcast from your website, uploaded to YouTube, Google Video or other web video broadcast service at no cost.

You can also slice the video into several 5 or 10 minute chunks and offer the video modules for web broadcast to partner organizations that serve your audience (Chamber of Commerce, trade associations, etc).  If you work with partners, be sure they provide a link to your website in return for the free video content.

The bottom line is that you can turn your speaking opportunities into education-based marketing powerhouses.