What's a Video-Campaign Microsite?

Video-campaign microsites are websites that employ a series of highly focused video presentations designed specifically to promote a single marketing initiative aimed at a highly targeted audience.

Video-campaign microsites are dedicated to delivering an engaging online experience that compels an audience to act by taking advantage of the marketing initiative's offer.

 

 

 

Such sites benefit from the absence of the corporate clutter and irrelevant information on most business websites that get in the way of an effective marketing presentation.

Video microsites are often implemented via a direct-email campaign or, depending on the budget, via magazine, television, or radio advertising. You can also channel corporate-site traffic by means of a graphical home-page link.

You can employ any of the following different styles of video microsites, depending on your brand personality and the campaign's goals:

1. New-product-launch video microsites. The launch of a new product or seasonal line should be an event, and there is no better way to attract attention and generate public and media interest than to create a brand-new website environment dedicated to that launch.

 2. Promotional-campaign video microsites. A sale is just a sale, and today's sophisticated buyers have seen it all before; so, unless you make a big event out of your promotion, all you'll end up doing is selling your regular customers the products they would have bought anyway, but at a lower markup.

 

 

A big media splash attracts new customers, new media attention, and former customers.

3. How-to video microsites. A surefire way to make people angry is to sell them something they can't figure out how to use properly—and a buried FAQ or a complicated list of instructions in 12 languages and 9-point Times Roman type is not going to cut it.

A how-to video site can show people how to use and get the most out of your products or services in a way they will understand and appreciate.

4. Video mocusites. One thing that you definitely cannot be on the Web is boring. Boring websites are the kiss of death.

The Web is a crowded place, and no matter what you're looking for there are probably dozens if not hundreds or thousands of other companies doing the exact same thing for less money.

You may think you're different, but your Web audience won't—unless you present yourself in a differentiated way; one way to do that is with a video mocusite.

5. Video docusites. Where the video mocusite takes an entertaining, humorous, and satirical approach to communicating your marketing message, video docusites look at a company's history, longevity, innovation, and success—in an effort to build confidence, loyalty, and brand identity.

 

6. Concept-video microsites. A concept-video microsite is about presenting an idea. Some products and services are so innovative or different that they can be sold only if you communicate the concept behind them.

Other products may be similar to competitors', but the way they are sold is different and creative. In those instances, the concept-video microsite is the answer.

7. Sponsored-video webisode microsites. Sponsored-video webisode microsites are a great marketing vehicle for those companies with the guts and foresight to recognize what the Web is all about.

Such campaigns attract an ongoing loyal audience because they are bite-sized mini programs or episodes designed to entertain and educate without an overt sales pitch.

If conceived and designed properly, your program content delivers your emotional and psychological value proposition while the accompanying pre- and post-commercials deliver your direct pitch.

Think of it as sponsoring your own, private, online mini TV series.

8. Demographic video microsites. When a company has different campaigns for different demographic markets, it should present them separately to avoid confusion, mixed messages, and dilution of the brand identity, image, and personality.

 

Microsites Help You Avoid Information Overload

Fashion and apparel companies, for example, have seasonal product lines that need to be promoted in a current, if not trendy, manner.

Dumping such a campaign into your regular corporate Web environment gets in the way of achieving the campaign's marketing goals: The audience looking for new products and promotions is not interested in your Investor Relations or Career Opportunities, and the people looking for jobs and investment information aren't interested in your holiday specials.

It doesn't matter how good your presentation is if you bury it and nobody ever sees it. If website visitors can't quickly find what they're looking for, they're gone.

And why should a fashion or apparel company use video at all? The answer is simple: There is just no better way to present how a garment looks on real people from all sides and angles, and when they move. Add a little voice-over description, and you've got your own little fashion show designed to move product online or in-store.

Too many companies, especially e-commerce companies, still "think print" even when they are using the Web as their main marketing-communications vehicle.

 

Microsites Help You Avoid the Confusion of Mixed Messages

If there is one thing that will kill your marketing, branding, and positioning faster than anything else, it's sending mixed messages to multiple audiences using the same venue or vehicle.

 

How it works

Digital Video Vault can develop your Microsite as a part of your Video Production Package (when you book us to cover your event, your product launch and similar) or it can be ordered as a standalone product to support your efforts in marketing and advertising your event.

Also it can be used to keep the contact with your prospects or just a way to say thank you to your delegates / guests or customers. It is a very professional, engaging and effective way to present your business or organisation.

A simple link in your email (or on your home page) leads your prospects to the Microsite where they are welcomed by professionally produced video (or slideshow or additional information you promised to deliver).

Further, the video can be posted on YouTube (apart from being embeded in your Microsite) where can be of further benefit by creating additional traffic to your website through tags, links and metadata.