28% response.
How? Why?
Because of a unique little used tactic – a videolog.
I love videologs, because they work so well.
In fact, the videolog is one of marketing’s best kept secrets when you have a small target audience for both B2B or B2C.
Our client wanted to hold an event inviting investment newsletter writers… America’s best influencers as they have a paid subscriber base that follows their advice and recommendations.
In a recent campaign to encourage investment newsletter writers, who are among the world’s most challenging and most skeptical audience, to actually leave and come to hear a company presentation is unheard of.
It is very difficult; some would say not possible.
To overcome the skepticism, objections to traveling, and the negativity of hearing a company presentation, we decided to hold the event at a very attractive resort.
To invite them to this resort, we needed to make sure that we had quality speakers. We had Governor Rick Perry, former Secretary of Energy and Governor of Texas, Scott Tinker, host of PBS Energy Switch, and our client.
On a program like this, the difficulty of creating curiosity for an unknown company among the newsletter writers is almost impossible.
To overcome the impossible, we decided to do a videolog.
A videolog looks like a regular direct mail piece, but it’s sent by Federal Express.
When you open the videolog FedEx package, you get a cover letter explaining direct response copy.
And they get the videolog itself.
The videolog is 9” by “6. Built into it is a screen there the video plays automatically when opened.
We wrote on the cover, “This is your invitation to the premiere of the Energy Independence Investor Summit. Join a select group of investment newsletter elites for an exclusive experience with a beautiful full-color picture of the resort when they open it.
The video in a videolog can be two or three minutes long. Or it can be an hour long.
Ours was about 4 1/2 minutes.
The “wow” effect created by the videolog is powerful, and when the video and the marketing materials have a high impact, the response rates are great.
Our client was able to generate an overall response rate of 28%.
6% wanted to know more about the company.
And 12% actually came to the entire weekend event.
This highly successful campaign is an example of using great direct response copy, direct response art, and direct response offer. All tied up in a powerful marketing tool… The videolog.
Never saw a videolog? Click HERE to watch our briefing… about two minutes. You can see one in action.
