Two-Way Street

PR, social media, events and incentives – Collaboration & communication ideas for demanding businesses from The Castle Group's Mark O'Toole

Posts Tagged ‘video’

Web video: Show customers what they want and why

Posted by thecastlegroup on June 15, 2010

Companies are embracing the age of online video. A product or service described with mere text and images might give the consumer an idea of what you’re offering, but it leaves much to the imagination. Words in text can be misunderstood, still images of products can be stale, and, frankly, the combination tends to be unexciting.  

Consumers are turning to online videos as the more effective (and interesting!) method of learning about potential products. In fact, research has found a 40 percent increase in product video viewership.*

This potential often transforms into purchasing behavior, as products featured in web videos result in a 46 percent higher conversion rate than products featured with only text and images, according to a recent Treepodia study. One reason is that consumers view products in web videos as higher-quality items.**

This creates a perceived level of confidence in the product, and by extension, a similar confidence in the consumer. Pete Bell, co-founder of MK3 client Endeca, states that “Visitors to our website who watch a video fill out registration forms at five times the rate of non-viewers.”

Leave all the text and pictures for a magazine. Take advantage of internet capabilities, and show customers what they want and why. Learn exactly what it takes to make these videos such a profitable tool. View specific case studies of online video success.

*eMarketer survey ’07-’08

** ’10

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New services at Castle: In-house creative and production with MK3 Creative

Posted by thecastlegroup on March 5, 2010

Let’s call 2010 a year for fresh starts — after the past year, many businesses are more than ready for one. Putting those words into action, here at Castle we have exciting news about expanded services offerings in collaboration with our new strategic partner, Emmy Award-winning video and event production company, MK3 Creative. MK3 is fully integrated into Castle — under one roof and delivering the resources and expertise to give our clients critical marketing services that are natural complements to Castle’s communications and event management services.  
MK3 Creative masters both the medium and the message, combining the storytelling ability of an ad agency with the in-house capabilities of a production company. This includes video and event production, concept and copywriting, graphic design and interactive/digital services. We now have an on-site video editing suite, as well as a portable suite to service clients at their offices, conferences or other remote locations.  

There is a growing need for organizations to have cohesive brand and content control across all marketing platforms: traditional and social media, websites, events and more. This efficiency of resources allows our clients to experience high-level creative services — from PR campaigns, digital content (video and web), event and incentive services (theming, logistics, travel, presentation design, A/V, original video content).  

This is a not just a new model for delivering communications services, it’s the right model — the breadth of today’s marketing needs met under one roof, by one team, dedicated to client satisfaction.  

We look forward to sharing more about this new collaboration in the coming months. Feel free to get in touch to learn more. Check out MK3 Creative’s new website, too.  

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YouTube’s video volunteer program

Posted by thecastlegroup on June 22, 2009

YouTube has launched a new video volunteer program to help non-profit companies make videos for their cause. More info here:

Posted in Social Media (or the Digital Divide) | Tagged: , , , | Leave a Comment »