3 types of videos best suited to promote the Arts, Culture and Leisure Industries

21Feb/12Off

3 types of videos best suited to promote the Arts, Culture and Leisure Industries

The single most important aspect when it comes to online and video marketing – is excellent content! All SEO, social advertising and blogging methods will be in vain if the content is not linking with your target clientele.

Cultural marketers are in good luck due to the fact that their subjects are naturally extremely captivating. But how can the thrill around a new show, exhibition or other cultural offering be successfully delivered to prospective spectators?

The response is – through video marketing. Video marketing is inherently captivating. A picture speaks more than a thousand words, correct? This is why an increasing variety of arts and leisure organisations are starting to integrate this creative method in their marketing initiatives to inform their stories.

Determining which type of video you would want to produce may depend on how you measure the return on your marketing investment. There are dangers and rewards for each and every kind ofweb video, but there is no denying the potential impact of the medium.

We have come up with what we believe to be the most suitable types of marketing videos for the Arts, Culture and Leisure industries.

1. Promo Trailers

The Promotional Video/ Promo Video is a generally still underused intro to an entire organisation or current service. The final product is a brief 1 – 3 minute video clip which is informational, engaging and compelling and has – in internet terms – a long shelf life.

This signature video must inform the viewer about who you are, what you do, your Unique selling point and why prospective buyers should be engrossed with what you have to offer. The content of a Promo video should not be too specific, it should rather increase curiosity in the viewer and set the foundation for further engagement.

Promotional videos should sit on the homepage of your internet site and they offer themselves for distribution on various online platforms such as YouTube, Vimeo, Metacafe etc.

2. BEHIND THE SCENES – Exclusive video content marketing

A fantastic way to intrigue and keep your audiences engaged is by permitting them a peek behind the scenes. In particular in the arts and cultural sector ‘Behind the Curtain’ movies can add fantastic value to a event or entire organisation. The primary aspect when developing a devoted crowd on- (or off) line is good content. The exclusivity of this kind of content can help setting the foundation for deeper and longer lasting engagement. 'Behind the Curtain' videos are an excellent way for audiences to gain a better knowledge of the cultural offering, add a personal touch and enrich your audiences’ familiarity to build loyalty.

3. VOX POPS – Word of Mouth Marketing online

Word of mouth marketing (WOMM) is the spread of a tangible marketing message from one individual to another. WOMM is the most effective kind of marketing because potential customers are partial to believing in their peers over the press or plain advertising. Having said that, most marketers may consider WOMM as a slightly elusive marketing tactic as the ROI is difficult to measure.

With the fast rise of use of the Internet as an interactions platform, WOMM has become an even more powerful and now far more measurable marketing tool. As stated in a study by Nielsen et al., 82% of online purchasing decisions have immediately been informed by peer recommendations.

The creation of a excitement is primarily the aim of viral marketing. Vox Pops tell the tales of successful engagement and amplify the genuine thrill created by a fantastic experience. Credible positive audience reactions can travel a long way on the web – from a distinct section on your online portal via a range of social media platforms right into the arms of tomorrow’s audiences.