Key Takeaways
- A videolog is a physical direct-mail package with a built-in video screen that begins playing automatically when the recipient opens it.
- Videologs are especially effective for marketing to a small, carefully selected, high-value B2B or B2C audience.
- Because videologs are unusual, tangible and difficult to ignore, they can break through the clutter that often defeats ordinary digital ads, email and conventional direct mail.
- The CDMG campaign featured in this case study generated an extraordinary 28% overall response rate.
- Of those who received the videolog, 6% requested additional information about the company.
- An additional 12% attended the entire weekend event—an especially impressive result considering the audience’s skepticism and the significant time commitment required.
- The successful package combined compelling direct-response copy, persuasive video, high-impact design, credible speakers and an attractive offer.
- The campaign succeeded because every element was designed to overcome a specific obstacle, including skepticism, unfamiliarity, limited attention and reluctance to travel.
- Videologs should not be viewed as expensive promotional novelties. They should be strategically planned, carefully targeted and measured as direct-response marketing campaigns.
- CDMG has extensive experience creating award-winning videolog campaigns that integrate strategy, copywriting, video production, design, audience targeting and response mechanisms.
28% response.
Not 2.8%.
Not 0.28%.
A remarkable 28% response from one of the most difficult and skeptical audiences our client could have targeted.
How did we do it?
We used a powerful—but still surprisingly underused—direct-response marketing tool:
The videolog.
I love videologs because, when they are created correctly and sent to the right audience, they work extraordinarily well.
In fact, a videolog may be one of marketing’s best-kept secrets for reaching a relatively small group of high-value B2B or B2C prospects.
It combines the physical impact of dimensional direct mail with the persuasive power of video.
And unlike another email, digital ad or ordinary envelope, it is difficult to overlook.
Here is how my ad agency team used one to generate an extraordinary response:
1. The Marketing Challenge: Reach a Skeptical, Hard-to-Move Audience
An oil and gas company wanted to hold an exclusive event for investment newsletter writers to become aware of their company.
These were not ordinary prospects.
They were among America’s most influential investment commentators, with paid subscriber bases that followed their analysis, advice and recommendations.
They were also busy, highly selective and naturally skeptical.
The client was asking them to do more than open an email, visit a website or attend a short webinar.
We wanted them to leave their offices, travel to a resort and devote an entire weekend to hearing a presentation from a company they did not know.
That was a major commitment.
Some would have said it was nearly impossible.
But difficult marketing problems often require more than an ordinary campaign.
They require a strategy capable of overcoming every major objection standing between the prospect and the desired response.
2. The Offer Had to Be Worth Their Time
We first had to make the event itself compelling.
The Energy Independence Investor Summit would be held at an attractive resort, helping overcome some of the resistance to traveling and attending a company presentation.
But the destination alone was not enough.
The program also needed credibility, substance and authority.
The speakers we recruited included:
- Governor Rick Perry, former governor of Texas and former U.S. secretary of energy
- Scott Tinker, host of the PBS program Energy Switch
- Our client, who would present the company’s opportunity and investment story
The event was strong.
The speakers were strong.
But none of that mattered unless we could first capture the recipients’ attention and persuade them that the event deserved their time.
That was the job of the videolog.
3, Why an Ordinary Invitation Wasn’t Enough
A traditional invitation could have been attractive.
An email could have been inexpensive.
A conventional direct-mail package could have provided more information.
But none of those formats offered the stopping power we needed.
These prospects received important-looking communications and investment opportunities all the time.
Our invitation had to look different, feel different and immediately communicate that this was not another routine company presentation.
It had to create curiosity before the recipient read a single paragraph.
It had to generate a feeling of exclusivity.
And it had to begin selling the value of the event almost instantly.
That is why we chose a videolog.
4. What Is a Videolog?
A videolog looks like an impressive dimensional direct-mail piece.
But when the recipient opens it, a built-in video screen begins playing automatically.
It creates a powerful “wow” effect.
For this campaign, the videolog measured approximately 9 inches by 6 inches.
It arrived by FedEx, which helped reinforce its importance and distinguish it from ordinary mail.
Inside the package, the recipient found:
- A direct-response cover letter
- A high-impact invitation
- A built-in video screen
- A professionally produced presentation
- A clear response mechanism
The cover announced:
“This is your invitation to the premiere of the Energy Independence Investor Summit.”
The recipient was then invited to:
“Join a select group of investment newsletter elites for an exclusive experience.”
A beautiful, full-color photograph of the resort helped make the experience tangible.
The moment the recipient opened the videolog, the video began presenting the opportunity.
The package did not merely tell recipients about the event.
It allowed them to see it, hear it and begin experiencing it.
5. The Video Was Only 4½ Minutes—But Every Second Had a Job
A videolog can contain a two- or three-minute presentation.
It can also hold a much longer video.
The appropriate length depends on the audience, offer, complexity of the message and desired action.
Our video was approximately 4½ minutes long.
That was long enough to establish credibility, create curiosity and explain why the summit deserved the recipient’s attention.
But it was short enough to maintain momentum.
The video did not simply provide information.
It was strategically developed to move the prospect toward a response.
That distinction is critical.
Many companies produce attractive corporate videos that describe who they are and what they do.
But information alone does not produce action.
A direct-response video must quickly answer the questions going through the prospect’s mind:
- Why should I care?
- Why is this relevant to me?
- Why should I believe you?
- What makes this opportunity different?
- What will I gain by responding?
- Why should I respond now?
Every word, visual and second of the presentation should help answer those questions.
6. Why the Campaign Worked
The videolog created an immediate “wow” effect.
But novelty alone did not generate the response.
The campaign worked because we combined the videolog format with proven direct-response principles.
The package included:
- A carefully selected, high-value audience
- An exclusive and relevant event
- Recognizable, credible speakers
- An attractive destination
- Compelling direct-response copy
- Professional video production
- High-impact direct-response design
- A clear reason to respond
- A simple response mechanism
- A coordinated follow-up strategy
Each element had a specific purpose.
The FedEx delivery increased perceived importance.
The physical package broke through the clutter.
The built-in screen captured attention.
The video established credibility and created desire.
The letter supplied additional details and reinforced the invitation.
The speakers reduced skepticism.
The resort helped overcome resistance to travel.
The exclusivity of the summit made the recipient feel specially selected.
This was not just a video mailed to prospects.
It was an integrated direct-response campaign.
7. The Results: 28% Responded
The overall response rate was an extraordinary:
28%
Of the carefully selected recipients:
- 6% wanted to know more about the company
- 12% attended the entire weekend event
- The complete campaign produced a 28% overall response
Consider what the 12% attendance figure represents.
These prospects did not merely click a link.
They did not simply request a brochure.
They agreed to travel and spend an entire weekend at the event.
That required a significant commitment of time and attention from a highly selective audience.
For a relatively unknown company inviting skeptical investment newsletter writers to attend an in-person presentation, the response was remarkable.
8. A Videolog Is Not Right for Every Campaign
A videolog costs more to produce and deliver than an email or conventional letter.
That does not necessarily make it expensive.
The real question is not:
“What does each package cost?”
The right question is:
“What is a qualified response, appointment, sale, investor, donor or business relationship worth?”
If a new relationship could be worth thousands—or hundreds of thousands—of dollars, evaluating the campaign solely by the cost per package would be a serious mistake.
Videologs can be particularly effective when:
- The target audience is small and identifiable
- Each prospect has significant potential value
- The product, service or opportunity requires explanation
- Credibility and trust are essential
- The message benefits from a visual demonstration
- The marketer needs to reach senior decision-makers
- The campaign must break through intense competitive clutter
- A personal presentation would materially improve response
- The desired action has a high potential return
They can be used for more than event invitations.
Videolog applications may include:
- High-value lead generation
- Expensive product sales
- New-product introductions
- Investor communications
- Fundraising campaigns
- Major-donor cultivation
- Executive-level B2B prospecting
- Sales presentations
- Complex product demonstrations
- Membership recruitment
- Conference and seminar invitations
- Abandoned-prospect reactivation
- Key-account development
- And more
The key is to match the format to the audience, economics and objective.
9. Don’t Mistake the Technology for the Strategy
A built-in video screen may attract attention.
But attention by itself does not produce sales.
A videolog can still fail if it has:
- Weak copy
- An unfocused message
- An unconvincing offer
- Poor targeting
- A slow or self-centered opening
- An overly long corporate presentation
- No urgency
- No clear call to action
- No response mechanism
- No follow-up plan
The technology is the delivery vehicle.
The strategy, offer, copy, video, design and targeting create the response.
That is why a videolog should not be approached as another promotional product.
It should be developed as a measurable direct-response campaign, with every element working toward one specific action.
Action:
Could a videolog help you reach your hardest-to-reach prospects?
My ad agency, CDMG, has produced an extraordinary number of videologs—possibly more than virtually any other direct-response agency in America.
We have also won awards for the videologs and video campaigns we have created.
But the real value is not simply our ability to produce a beautiful video or impressive package.
It is our ability to bring all the essential elements together:
- Marketing strategy
- Audience selection
- Direct-response copywriting
- Script development
- Video production
- Direct-response design
- Offer development
- List and data strategy
- Campaign execution
- Testing and response analysis
If you have a small group of valuable prospects who are difficult to reach, a videolog may give you the breakthrough ordinary marketing has failed to produce.
But it must be done correctly.
Call Michael at 615-933-4647. Ask him whether a videolog could work for your audience, offer and economics. He can review your marketing challenge, help determine whether a videolog is the right strategy and show you how CDMG can create a campaign engineered to generate a measurable response.
Because when one new prospect, customer, investor, donor or business relationship has significant value, you cannot afford to let your most important prospects ignore you.
FAQs:
Q; What is a videolog in direct-response marketing?
A: A videolog is a physical direct-mail package containing a built-in video screen. When the recipient opens the package, the video usually begins playing automatically. It combines the tangible impact of dimensional direct mail with the persuasive power of video. A videolog may also include a direct-response letter, printed information, an offer and a clear response mechanism.
Q: How does a videolog differ from an online marketing video?
A: An online video requires the prospect to notice a link, click it and continue watching. A videolog arrives as a physical package—often by FedEx or another priority-delivery service. When it is opened, the built-in video begins playing without requiring the recipient to visit a website. This can make the presentation feel more important, exclusive and personal.
Q: What response rate did CDMG’s videolog campaign generate?
A: The campaign generated an extraordinary 28% overall response rate from a highly selective and skeptical audience of investment newsletter writers.
Of the targeted recipients:
● 6% requested more information about the company
● 12% attended the entire weekend event
● The campaign generated a 28% overall response
The 12% attendance rate was especially significant because recipients had to travel and commit an entire weekend to the event.
Q: Why did this videolog campaign work so well?
A: The videolog captured attention, but the technology was only one part of the campaign. Its success came from combining:
● Precise audience targeting
● A relevant and exclusive event
● Recognized, credible speakers
● An attractive resort destination
● Compelling direct-response copy
● Professional video production
● High-impact design
● A clear response mechanism
● Strategic follow-up
Every element helped overcome a specific obstacle, including skepticism, limited attention, lack of familiarity and resistance to traveling.
Q: Who should use a videolog campaign?
A: Videologs are generally best for organizations targeting a relatively small, identifiable and high-value audience. They can be effective for:
● B2B companies
● Investment and financial organizations
● Nonprofits and ministries
● Political organizations
● Healthcare and wellness companies
● Professional-service firms
● Membership organizations
● Conference and event promoters
● Companies introducing complex or high-value products
The potential value of each customer or prospect should be high enough to justify the additional production and delivery costs.
Q: What can videologs be used to promote?
A: Videologs can be adapted for many direct-response objectives, including:
● High-value lead generation
● Executive-level sales presentations
● Event and conference invitations
● Product introductions
● Product demonstrations
● Investor presentations
● Major-donor cultivation
● Fundraising appeals
● Membership recruitment
● Key-account development
● Inactive-customer or prospect reactivation
The strongest applications usually involve an important message that benefits from explanation, demonstration, emotion or a personal presentation.
Q: How long should a videolog presentation be?
A; There is no universal ideal length. A videolog presentation may run for two or three minutes—or considerably longer—depending on the audience, offer and complexity of the message. The video used in CDMG’s 28% response campaign was approximately 4½ minutes long. The presentation should be long enough to make a persuasive case but no longer than necessary. Every segment should build interest, answer an objection, establish credibility or move the recipient toward the requested action.
Q; Are videologs too expensive for lead generation?
A: Videologs cost more per recipient than emails or conventional direct-mail letters. But cost per package is not the most important measure.
Presidents and marketing directors should evaluate:
● Cost per qualified response
● Cost per appointment
● Cost per acquisition
● Customer or donor lifetime value
● Average sale value
● Potential return on investment
● Total campaign profitability
If one new customer, investor, donor or business relationship has substantial value, a videolog may produce a much stronger return than a less expensive campaign that is ignored.
Q: What are the biggest mistakes companies make with videologs?
A: One of the biggest mistakes is assuming the technology will compensate for weak marketing. A videolog can fail when it has:
● Poor audience selection
● A weak or unclear offer
● A slow, corporate-centered opening
● Too much unnecessary information
● Insufficient proof or credibility
● No emotional or financial benefit
● No urgency
● No clear call to action
● A complicated response process
● No coordinated follow-up
The screen may create initial curiosity, but the strategy, copy, offer and presentation must convert that curiosity into action.
Q; How can CDMG help develop a videolog campaign?
A: CDMG can manage the complete campaign, including:
● Strategic planning
● Audience and data analysis
● Offer development
● Direct-response copywriting
● Scriptwriting
● Video production
● Direct-response design
● Videolog production
● Fulfillment and delivery strategy
● Response mechanisms
● Follow-up planning
● Testing and performance analysis
CDMG has extensive experience producing videologs and has won awards for its videolog and video campaigns. To find out whether a videolog is appropriate for your audience, offer and economics, call Michael at 615-933-4647.
About Craig Huey:
Craig Huey is a Christian, political commentator, and marketing expert. He publishes The Huey Alert and hosts the Huey Alert Podcast with his wife Shelly.
Together, they stand at the intersection of faith, politics, and culture, helping Christians understand the issues shaping America today.
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