My target market was clear: Learning and HR professionals in 63 major corporations in the US, Mexico and the UK.
My message had been established.
My media was the big question...
The Project:
Because my budgets were limited, I was forced to think very resourcefully on this project, and handle the bulk of the work myself.
To be able to hit my market with a high-impact marketing piece, I created custom microsites with the target client's logo and several video clips. The main clip, which auto-loads, was done with individual custom video clips of Dr. Stephen R. Covey saying, "Hello my friends at XYZ Corp. I'm Stephen Covey and I hope you are all doing well." He then tactfully pitched the product (The 7 Habits Interactive) and presented the value proposition.
Because I needed to have these sites truly educate and entertain the prospect, I also included seven additional clips of Dr. Covey talking about different aspects of the product. There was also a link to an upbeat, promotional Flash piece as well as a PDF brochure of the product. To top it off, each site is customized with the sales person's name, phone number and e-mail address.
The Results:
So far the microsites have been working exceptionally well. The salesforce has been sending out the links to their prospects and the clients have been responding to the message. In one instance I was at one of the target companies (a Global 50 Corporation) on a sales call and played one of these custom clips in the meeting. Everyone in the room did a double take and wanted to watch it again because they were so impressed that there was a custom video mentioning their organziation by name. In fact I keep getting requests from other sales people to create them for their clients.
How To Make Your Own Marketing Microsite:
Step 1> To create these sites I first hired a professional video company to shoot the clips with Dr. Covey. Note: I don't think you necessarily need to use a "celebrity" for these marketing campaigns. I think you'll get a good reaction regardless of the spokesperson. Of course it will probably have more meaning if it's someone of import from the client (President, VP, etc.) We shot the video on a green screen and then digitally created a nice white background. Even if you have the video gear, I recommend using a professional because the difference in video quality is just so much better. (I had a teleprompter worker, a cameraman, audio guy, makeup artist and production manager/lighting guy for these clips. I know it sounds like a lot, but you can find video companies that don't cost a lot.)
Step 2> I also used this video company to do the first round of edits and touchups to the clips. They delivered to me a final set of clips that I then could edit in Final Cut Pro. (Cost= about $8,000; well worth it!!!)
Step 3> I then took the clips and did the bulk of the work myself in Final Cut Pro. By so doing I saved tens-of-thousands of dollars. However, the trade off was big. I spent a couple hundred hours doing the editing to make sure the clips were in the right aspect ratio (16:9), and the compression was adequate. I then used Sorenson Squeeze to smash these clips into Flash files. (Cost=$0; I already had access to the computer and software.) Sorenson Squeeze is an amazing tool...but pricey!
Step 4> I hired another agency to create a 60 second promotional Flash piece to also go on the site (Cost=about $4,000 including voice-over talent and studio time).
Step 5> I then hired a web programmer to finish out the project by creating individual microsites for each of the clients. (Cost= about $8,000)
Because I knew my target corporations upfront, I was able to "mass-produce" these microsites saving buckets of money and getting the results I wanted.
So, for $20,000 (and a lot of late nights and early mornings) I created a campaign that would have otherwise cost well over six figures.
Good luck and I hope this helps you explore this great medium!
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