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#Fortune Brands Home & Security
jobkash · 19 days
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Senior Accountant
Company DescriptionFortune Brands Innovations, Inc. is an industry-leading innovation company focused on creating smarter, safer and more beautiful homes and improving lives. Our driving purpose is that we elevate every life by transforming spaces into havens. We believe our work and our brands can have incredibly positive impacts for not just our business and shareholders, but for people and the…
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daveactualstrider · 4 years
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Best Power Scroll Saws
You've seen them all over the place, multifaceted wood creates which enhance homes, cupboards and produce the fine detail on home made furnishings, racking and moldings. For sure, the parchment saw is the inventive woodworkers closest companion, and no workshop which takes part in making special pieces can be without one. On the off chance that you are keen on proceeding onward from making fundamental retires and edges, to siphoning out great parchment work outlines, scalloped edge work, tickers, and even buy some pleasant occasion designs so as to make charming stand up adornments for your yard, at that point you should investigate buying a brand name scroll saw.In years past, when you saw imaginatively cut wood work, it was totally done by hand with hand held adapting saws. Today, woodworkers have it a lot simpler with the creation of the mechanized parchment saw. Indeed, 'scrollers' are an unmistakable variety of carpenters. For scrollers, making isn't so much the consequence of a need, yet one of unadulterated imagination. This must be recalled when hoping to buy your first parchment saw. Ask a scroller what is the best parchment saw to buy, and they'll mention to you what works for them. Notwithstanding, what works for them may not so much work for you.
Scrollers are fundamentally specialists. They are more keen on making a scalloped edge for a mirror, or climate vane, than they are of building an utilitarian bureau. This implies it's critical to genuinely consider what you intend to make, and buy your parchment saw appropriately. Beneath we have made an essential survey and purchasers control for the best force scroll saws. Every one is exceptional, and fills the need of the individuals who need those highlights to create.The WEN 3920 16-Inch, 1.2 Amp, Variable Speed Scroll Saw is extraordinary compared to other parchment saws available, permitting you to cut through 2 crawls of hardwood rapidly and neatly. This parchment saw with its 9/16 inch stroke accompanies flexible velocities from 400 to 1600 SPM, or strokes every moment. Scrollers are very much aware that while doing perplexing plans, vibration isn't welcome, and can meddle significantly when making precise cuts, fortunately the WEN's solid metal base lessens vibration. The table estimates 16 x 11 inches, inclines up to 45 degrees, and a helpful pneumatic machine overwhelms saw dust from your work zone. This two bearing saw is equipped for utilizing sharp edges in 2 ways: Standard and 90 degrees. Highlights include: A simple to situate LED light, foot lock clip, locally available capacity, dust port and 3 blades.Dremel is a name very acquainted with skilled workers the world over. The Dremel Moto-Saw Variable Speed Compact Scroll Saw accompanies .6 Amps of intensity, and is intended to cut your covers, metal, wood and plastic materials without breaking a sweat. This Moto-Saw can even be isolated from the base in the occasion you need an adapting saw for fine detail work. This model comes total with an extreme, strong capacity case, 10 edges, shop vac connector and quick clip base. Never be worried about strain when working the bends, as the Moto-Saw's Auto-Tensioning component guarantees that your edge will stay rigid. Highlights include: hold down foot discharge, manage rail, fence lock switch, speed dial switch, fast delivery catch, and residue adapter.The Shop Fox 16-Inch, solid metal developed, variable speed scroll saw, is a reasonable, tough and simple to utilize saw for scrollers. This variable speed looking over observed has been painstakingly intended to finish intense quality control assessments to guarantee you get the best presentation accessible. The Shop Fox W1713 can utilize either plain cutting edges and stuck sharp edges, has a variable speed control, a pleasant estimated work table with a 45 degree tilt capacity, and loads in at a light 31 pounds. With respect to the engine, it's a 1/8 HP, speeds are variable, speed of 550 to 1650 STM strokes for each moment, and 1.2 amps of drive. Your edge stroke is .25 inches, max cutting width is 16 creeps with a base cutting thickness of 2 inches. Highlights include: Gooseneck light, dust port, and air nozzle.Dewalt has been producing fine, superior and great instruments for their clients for a long time. The Dewalt DW788 1.3 Amp, 20 inch, hard core Variable-Speed Scroll Saw is tough, and makes ultra smooth exactness cuts on an assortment of materials, for example, metal, plastic, and wood. The cast iron table gives you a stable, and decent size region to work, while its selective arm configuration guarantees you'll have the option to make the unpredictable plans, all scrollers endeavor to make. Highlights incorporate an edge strain switch, speed control handle, carbon brush examination, material hold down, slant lock handle, and positionable air hose to keep the saw dust from your work region. With respect to scroll speeds, they go from 400 to 1750 SPM, strokes every moment. For included security, the Dewalt accompanies 3 amp over-burden insurance on the off chance that your saw overheats during use.The 1.3 amp Jet727200K Scroll Saw is an uncompromising, strong bit of hardware weighing 89.7 pounds, and prepared to do exactly what you ask of it. With basic and simple edge changing framework and 22 crawls of throat imply that you'll have the option to handle bigger positions with no issue. For accuracy custting, the spring stacked arm helpfully inclines 40 degrees to one side, and 45 degrees to one side. The cast iron table estimates 12-7/8 x 23 inches and is intended to diminish vibration. Highlights include: Variable paces from 400 to 1500 strokes for each moment, a maximum cutting profundity of 2 inches, material hold down, foot switch, stand and installed dust blower to keep the sawdust off your work region. The stand is likewise movable, and can be raised or brought down to 4 distinctive stature settings.
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merryfortune · 5 years
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Duelling Gives You Wings
Commission for @authenticaussi3 
Written as a birthday gift for @2014federalbudget
Word Count: 2.8k
Fandom: Yu-Gi-Oh! ZeXal
Ship: Astral/Yuma
    Yuma giddily ripped open the package. Astral hovered nearby, twisting and turning as Yuma sat on the floor, cross-legged, and utterly annihilated the unsuspecting white cardboard box. Astral had to admit though, he was impressed by Yuma’s tenacity as he had observed Akari opening similar boxes with much avail and requiring tools such as scissors. Yuma had no such need. He wondered if it was because Yuma had very much been looking forward to this package’s arrival and had sworn himself to secrecy regarding it.
  Thus, Astral drew in a little closer, “Say, Yuma, are you finally going to tell me what this package is or am I still to be kept in the dark?”
  “Ta-da!” Yuma said as he held his prize high amid the cardboard carnage.
  His arms flew through the air and startled Astral who twisted another way, so his body avoided any collision. Then, Astral drew in again. He blinked as he tried to examine that which Yuma held onto. It just seemed like another D-Pad.
  “I don’t understand.” Astral said. “Why does this excite you? Your current D-Pad is standard, yes? And hasn’t fallen to any disrepair despite the abuse you put it through.”
  “Hey, I’m not that bad.” Yuma huffed despite having rather clear memories of perhaps using his D-Pad in a game of catch rather than a ball. “Anyway, Kaito and Chris were able to get me on the, uh, beta list with them so now I get to help them test this new wave of upcoming Duel Technology. So, this isn’t a D-Pad. This is something else, well, kind of… the terminology’s gone circular so its called a Duel Disc.”
  “Fascinating. Humans are always finding ways of reinventing the wheel…” Astral mused. “So, what update does this Duel Disc have that present D-Pads lack?”
  “Real Action Technology. There’s a new and upcoming programmer on the block apparently, some one names Aka… Akaba, maybe? No, no, that’s right. Akaba! Anyways this dude is cool as heck because he’s got the know-how to bring Duel Monsters to life.” Yuma explained.
  He then slammed the Duel Disc’s chassis onto his arm and its straps immediately attached to his arm. He waved it up and down for good measure and found that it was securely fixed to him. He beamed. Yuma then searched the pockets of his red jacket and soon found what he was looking forward upon the third precision strike upon them. He reefed out his deck from where he had hidden it on his person and then fed his cards into the holder.
  The Duel Disc whirred and turned on. A prismatic light flashed across the keys of the Duel Disc and then it appeared ready and functional. To prove such a thing to its new owner, the Duel Disc shuffled Yuma’s cards. Yuma’s heart pounded ecstatically. Unable to contain his excitement, he leapt to his feet with a great and cheerful bound.
  “Oh, I am feeling this!” he yelled. “C’mon Astral, we gotta test this out.”
  Astral nodded. “Agreed.”
  With that decided, Yuma sped out of the house to the backyard with Astral in tow. It was a lovely day out, today. It was a balmy sort of spring day with a still, blue sky and a gentle, almost unnoticeable breeze. The sun was warm and there was much to be done.
  Yuma beamed as he got comfortable in his field and in his imagination. He closed his eyes and he felt the sunlight on his scalp; it was a warm and tingly feeling. Just as he thought his grin couldn’t widen any further, it did as he imagined that he was taking home some sort of championship cup. A foray into victory was more than enough to amp him further. Yuma’s heart pounded in his heart.
  His eyes snapped open. “It’s time to feel the flow!” he announced.
  “Yes, I’m very interested in seeing how this upgraded device works, no go on.” Astral coaxed him.
  Yuma pulled out a hand from his deck. He looked through the cards; two support cards and three monsters. He carefully considered the monsters that he had drawn: Kagetokage, Zubaba Knight, and Overlay Owl. Yuma then carefully considered what he wanted to do to test the new equipment. Astral drew in nearer and blinked thoughtfully over Yuma’s shoulders.
  “An unusual first draw…” Astral murmured.
  “Good thing we’re not in a duel then, eh?” Yuma snidely commented.
  “I suppose…” Astral hummed and his eyes, golden and silver, slid towards Yuma’s who suddenly grew a lot brighter.
  “I know what to do now!” he exclaimed, and he gathered up his cards save for one which he guarded so Astral could not peek at.
  “You do? I’m proud.” Astral said.
  “Mmhm.” Yuma then slammed a card onto his Duel Disc. “I summon Overlay Owl in attack position!”
  Prismatic light glowed and flashed and twinkled stupendously upon Yuma’s brand-new Duel Disc. It was quite stunning, actually. Even a little hard on the eyes but in such grandeur, even greater things came forth. Overlay Owl was summoned, and it ruffled its feathers over having been summoned. It stood on the field, awaiting orders but there was a curious look in its golden eyes; it was as though it knew there was no battle to be fought or effect to be wrought.
  Astral hummed. “The animations don’t appear to have been upgraded, unless memory is failing me and therefore making me cynical.”
  Yuma slowly approached Overlay Owl. Overlay Owl looked very disgruntled and puffed out its chest further. And Yuma was absolutely enthralled by such a development. His black-brown eyes glittered and watered; his hands twitched as he stared holes into his monster’s chest, enamoured with its snow-white breast. He sucked in a breath and Astral watched, indignant, as Yuma groped Overlay Owl. Then, Astral realised that he ought not to be indignant because, in the past, Yuma had never been able to touch his Duel Monsters.
  In the past, Yuma could not even perceive them without the aide of his Duel Gazer.
  Astral had grown so used to more unconventional Duel Gazers – as well as just their omniscient presence in a duel – that he hadn’t even realised that Yuma wasn’t wearing his. So, he twisted around – almost like an aerial mermaid – and he drew in close again to Yuma. Yuma, who was still giddily feeling up and down the thick wad of feathers on his monster’s chest, did not mind in the least and simply grinned back.
  “This is… very impressive, Yuma.” Astral said, genuinely awed and it lit up his voice.
  “Yeah, technology is amazing.” Yuma said. “Now, let’s see if this thing can fly.”
  “Fly?” Astral exclaimed. If he had skin, it would have crawled.
  “Yeah, fly.” Yuma replied, clearing up absolutely nothing and upon realising a moment later that it had cleared up absolutely nothing he added: “Yeah, Real Solid Vision has this cool density function where holograms are transformed into something more! I can – should – be able to safely use Overlay Owl here to fly. And, well, do other things. But fly’s the coolest.”
  Astral tensed. He had a very bad feeling about this. But, then again, he had many bad feelings about many of the things that Yuma said and did so his intuition was slightly worn down by that. So, he took a breath and sighed, letting what ever was bound to happen and inevitably go wrong happen.
  Yuma’s fists balled in front of his chest as he grinned maniacally and with overwhelming joy unto his Duel Monster. Overlay Owl was slightly unsettled by this. Its face visibly ripping with avian discomfort. And then the ball dropped. The idea was explained. Spouted, really.
  “Okay, Overlay Owl, here’s the plan!” Yuma began, throwing his hands in the air. “You’re gonna grab onto my shoulders and then, we’re gonna fly, yeah!”
  “Hoo…” his Duel Monster replied.  
  It was a quiet, murmuring reply but it managed to throw Yuma into a frenzy of ecstasy. There was a slight difference to how Overlay Owl emoted and operated when summoned via this updated Duel Disc as compared to Yuma’s previous Duel Disc. It was only a slight difference that could only be sensed intuitively but it was there. And it wasn’t imagined.
  “Please? C’mon?” Yuma begged of his Duel Monster.
  In the most avian-esque and long-suffering manner, Overlay Owl finally conceded to Yuma’s silly request of it. It ruffled its feathers and took three, toddling steps backwards. Yuma waited with gleeful expectance whilst Astral hovered with his interest piqued. Overlay Owl then, regrettably, took a running jump at Yuma and his claws hooked over Yuma’s shoulders. It felt strange; more akin to wearing a backpack straps than talons, Yuma found as his feet were slowly lifted from the ground. With a great flap of its wings, both he and Overlay Owl were spectacularly air bound.
  Yuma whooped and hollered. His legs kicked. Overlay Owl’s wings gave tremendous beats of its wings. Soon enough, the pair were eye level with the levitation that Astral leisurely enjoyed. A smile tugged at Astral’s face and he waved his fingers at them as a greeting.
  “How does it feel to be up here?” he asked, joking.
  “It feels gr-!”
  And before Yuma could even finish his sentence, as ecstatic and earnest as it was, Overlay Owl fumbled him. Its wings, beating as strong as it could, grew weary. The clutch it had upon Yuma’s shoulders weakened; unused to being used in such a capacity. It gave a strangled noise before disappearing back into fiction, into the art upon the card it had been born from.
  Yuma was dropped straight into the ground. He screamed and his arms flailed. With good fortune, however, Yuma was able to pull them both into his torso he could protect himself. Thus, his forearms to the brunt of the impact. Although, there was a sickening crunch as his newly arrived Duel Disc also smashed into the ground as it had been attached to his extremities.
  Astral shivered as he watched the calamity unfold. “Are you okay… Yuma?”
  Yuma took a breath and straightened himself up and out, Of the humans that Astral has had the pleasure – and occasional displeasure – of observing, Yuma was the mostly clearly sturdy and indestructible. But it didn’t hurt to show a little bit concern towards him.
  Yuma groaned, wearily and dizzy, as he got back up. He shook himself off though. Bits of grass and dirt flew elsewhere. He took a steadying breath and gingerly lifted up his arm. Nothing felt broken or even strained. He had definitely taken worse but that was still all different types of awful to cop.
  Astral drifted in closer. His legs twisted about as he came to get a closer look at Yuma. Yuma sucked in a sudden breath and he smiled.
  “No harm, no foul.” He said. “Get it? ‘Cause Overlay Owl is a bird; a fowl?”
  “Thank you, Yuma.” Astral replied.
  Yuma then turned over his Duel Disc. He tapped it on the side a couple of times and got a few flashes here and there. Colours were now missing from the once brilliant spectrum that it could produce. He sighed dejectedly but gave it another thwack for posterity. Upon doing so, a new noise was heard. Thwip. And then again and again, over and over and Yuma’s back grew rather heavy and itchy.
  “Is that… supposed to happen?” Astral inquired.
  “Is what supposed to…?” Yuma mumbled as he twisted around. “Huh. You know. I’m not sure. I didn’t read the instruction manual after all.”
  “Perhaps you should have.” Astral did not necessarily admonish Yuma but his voice and neutral facial expression was within the vicinity of it.
  Regardless, both stared at the additions upon Yuma’s back: a pair of owl-like wings. It seemed like Yuma’s shoulderblades had truly sprouted the necessary bones, skin, and flesh needed to host them and more. He promptly discovered, with a rather garishly frustrated face, that if he used enough willpower, he could wiggle them no differently to how some people could do the same thing in order to wiggle their ears. Regardless, it amused Astral enough.
  “May I touch them?” Astral inquired.
  Yuma glanced at him. He was surprised that Astral had asked that. When it came to Yuma’s shenanigans, he was usually the straight man; the supervisor; the one above it all. Then again, it was just them two in his backyard so maybe he felt compelled to sink to such a level because no one was around. The same as when he had tried food for the first time.
  “Yeah, absolutely!” Yuma replied, beaming.
  Astral’s eyes twinkled and he sailed around closer, twisting and hovering almost like a fish flitting through water. He then extended his hand which shook slightly. A small, shy smile tugged at his mouth as his hand finally made contact with Yuma’s fluffy white wings.
  His brows quirked in fascination as he patted Yuma. He ran his finger along the bone which made Yuma’s skin prickle and made him roll his shoulders. His reaction was cute but cuter still, Astral found, was the rivets that he made in the feathers. They were divinely soft.
  “Do you think you can use them for flight?” Astral asked.
  Yuma’s face lit up and Astral felt a twinge of regret. Perhaps, he thought, he shouldn’t have asked that because now, Yuma’s imagination was up and running.
  “I have no idea.” Yuma ecstatically replied.
  So, naturally, he bounded to his feet. His wings bowed slightly, and his excitement reverberated throughout the whole of his body. He straightened himself up and Astral gave him some room. Yuma thrust his hands into the air and his wings outstretched. The feathers catching in the morning sunlight, tinging to a soft, yellow. He grunted and he tried again. Nothing happened. So, he tried again but more forceful still, making awfully exaggerated frustrated faces.
  Astral blinked owlishly. “You don’t know how to fly, do you?”
  “Nope.” Yuma replied, bald-facedly.
  “It’s probably for the best. You wouldn’t want to injure yourself.” Astral said.
  Yuma deflated. “Yeah… That’s true…” he mumbled, dejected.
  “And, additionally, you wouldn’t want to corrupt your body further than it already has.” Astral said.
  “Yeah, true.” he murmured.
  “And what is your sister going to say when she sees you like this, is another thing worth considering.” Astral added.
  Yuma shivered. “Oh God, what will she say?” His wings twitched. “I wonder if they’ll just faded away or am I stuck with them forever?”
  “I haven’t the foggiest, but I have some hypothesises.” Astral said.
  “Oh? Do share it with the class.” Yuma sarcastically replied as he slumped back to the ground. So now, he sat cross-legged, hunched over his lap, and with his hands clamped onto his ankles.
  “Well, given that the wings are a manifestation of human error, perhaps they’ll disappear when the battery runs out.” Astral said.
  “These things practically have a nuclear reactor for a battery. It ain’t gonna run out any time soon.” Yuma said.
  “Hm, well,” Astral put his hand to his mouth in thought, “perhaps removing Overlay Owl from the Monster Zone might help.”
  “Can’t hurt to try…” mumbled Yuma.
  With a defeated relucantance, Yuma followed through with the suggestion. He plucked the card from the Monster Zone. He winced in preparation of a cacophonic, clanging noise to alert him of an error but none occurred. He blinked once. Then twice. And then happily looked over the Overlay Owl card. In doing so, he suddenly felt lighter and even tingly.
  “It worked.” Astral commented.
  Yuma looked over his shoulders. “It worked.” He echoed in agreement.
  “I almost miss them now.” Astral said. “They were a good look. You humans are missing some vital adaptations, I believe.”
  Yuma laughed. Of course, that would be Astral’s take-away from the whole experience.
  “So, would you say your purchase was satisfactory?” Astral inquired.
  Yuma leapt to his feet. “Absolutely! Now, let’s go and find someone to duel with this new Duel Disc now that I’m used to how it works!”
  “A fine idea.” Astral placidly agreed.
  Giggling, Yuma dusted himself off and double-checked that his Duel Disc was fine. Having ascertained that it was now mildly used rather than mint condition, and still perfectly good to go, he was happy to bolt off. Astral trailed after him, excited too and perhaps, if he squinted just right, he could still see the wings on Yuma’s back. He could still feel them on his fingertips, a tickling sensation he enjoyed but he had to imagine to make up some of the tactile difference. Still, he was quietly happy for Yuma and looking forward to seeing where this new Duel Disc took them next.
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caraudiologic · 5 years
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Best Car Competition Subwoofer Reviews
Some people are happy with fairly modest subwoofers because they aren’t looking for much more than to fill out the low-end and feel a little extra bump in their music… but we are not those people.
If you’re someone who isn’t happy with just a little extra bass, or having to listen to your music at a reasonable volume, then you’re in the right place. There’s nothing reasonable or practical about any of the following subwoofers and we wouldn’t have it any other way.
If your idea of a good time is to cruise down the road with absolutely devastating bass that rattles your entire existence, or to park up at a show and rattle the eardrums of anyone who dares to get close, then you’re in for a very good time with the following selection of the best car competition subwoofers.
Now, don’t get the wrong idea, these aren’t only for people who want to enter competitions, and popping in one of these is just one piece of the puzzle if you do decide to compete. These subs are for anyone who wants super loud, super high-quality bass and doesn’t mind investing in the type of audio gear that is required to take full advantage of everything that these subs can do.
Editor’s Choice Competiton Sub
It’s the largest subwoofer that we’re featuring, it can move an incredible amount of air and the bass from this thing is unmistakable
If you’re looking for something as loud and over the top as possible, slap in a couple of these because this is exactly what you’re looking for
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Best Car Competition Subwoofers Of 2019
1. Orion HCCA154 :
What else can we really say about this monster of a subwoofer from Orion? It’s serious business. This isn’t “your first sub”, this is for people who have been around the block a few times and just haven’t been able to scratch that itch for bass.
This subwoofer gets very loud, very deep, and it’s going to take up the better part of your truck. We have a hunch that you’re happy to give up the space for something like this.
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Let’s start this off with a subwoofer that is, by all definitions, absolutely bonkers. This monster subwoofer doesn’t doesn’t just turn heads, it shatters them. It’s difficult to appreciate just how beefy this 15 inch, 90 pound subwoofer really is until you see it in person.
The Orion HCCA154 is not for the faint of heart, none of the subs on this list are. Picture an extra large pizza, and that’s how big this thing is. This is a building block for an insane car audio setup, but even if you’re only planning on using one subwoofer, this one will still be the craziest subwoofer that 99.9% of people that get into your car have ever heard.
This sub can handle 2000w RMS and 4000w max. You’re going to need a solid amplifier in place to power this beastly subwoofer, but thankfully there are a ton of powerful monoblocks that are suitable choices, and they aren’t as expensive as you might think… but anyone looking for a competition-grade 15” subwoofer probably isn’t worried about being as frugal as possible, so make sure you get yourself a proper amplifier and don’t cut corners in that department.
It’s wired up with dual 4 ohm voice coils, so make sure your amp is compatible, and make sure you wire it in correctly – you don’t want to risk damaging this thing!
It’s the largest subwoofer that we’re featuring, it can move an incredible amount of air and the bass from this thing is unmistakable
If you’re looking for something as loud and over the top as possible, slap in a couple of these because this is exactly what you’re looking for
It’s over the top for most people, but this subwoofer isn’t really meant for most people
It’s not easy to install, this thing is massive and super heavy, so it’s not a bad idea to have a little help
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2. DS18 HOOL12.2D Hooligan
The Hooligan is like the schoolyard bully of subwoofers, it’s not here to make friends. It’s here to disturb the peace. The Hooligan can handle 4000w RMS and 6000w max power, and it does it with a bad attitude.
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If the Orion 15” sounds like overkill for the car audio installation that you’ve got in mind, but you still want some SERIOUS bass that can get LOUD, DEEP, and can suck up an incredible amount of power, we hope you get a chance to hear this subwoofer from DS18. The Hooligan series is no joke. It’s available in dual 1, dual 2, and dual 4 ohm configurations so make sure you’re ordering the one that suits your amplifier and wiring plans.
You’ll want to ensure you wire it in a way that gives you optimal power from your amp, because at 4000w RMS this subwoofer is very hungry. The max that this subwoofer is rated for is 6000w. It’s super heavy, and will require an enclosure with reinforcements and supports.
If we told you that this subwoofer wasn’t capable of causing serious havoc on your block, and that you’ll be making some enemies out of your neighbors if you don’t turn it down when you’re getting home at night, we would be liars. Not only will everyone else on the road be able to hear your music, even people with subwoofers of their own will have their bass drowned out with yours. This is not a subwoofer for shy people. That’s probably why they call it the Hooligan.
It’s not the biggest subwoofer out there, but it sure sounds like it almost could be
This aggressively loud and hostile subwoofer is exactly what you’re looking for if you want obnoxious, disruptive, and unapologetic bass
It’s also somewhat difficult to install if you don’t have help, and once again make sure you know what you’re doing to secure it, you don’t want this thing rolling around back there
If you like your neighbors, the feeling won’t be mutual once you install this subwoofer
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3. Skar Audio ZVX-12v2 :
The ZXV-12 from Skar Audio can hang with the best of them, and hold its own in terms of both SQ and SPL. It may not be the loudest sub on this list, but it sounds fantastic, it bumps at a serious level, and you won’t have to take out a second mortgage to afford it.
Granted, there are some even less expensive options coming up, but this one fills in the middle-ground perfect for people who want something that’s clearly on the next level but also isn’t totally overkill, either.
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What we love about this subwoofer from Skar Audio is that it makes competition gear more accessible for consumers who want something way above average, but don’t want to spend a fortune on it. In this case, you can even grab a couple of these, or if you’re still looking for something larger, they also have some excellent 15” and even 18” models available.  
Whichever size you go with, Skar Audio’s got you covered when your goal is loud, deep, heavy-hitting bass. For this price, and for how well it’s made, this sub has no business getting as loud and staying as clear as it does.
Value isn’t everyone’s top priority when it comes to choosing gear, but this subwoofer offers a ridiculous level of value. It’s far above the entry-level types of subs, and it can hang with the best of them, even if it’s a conscious step down from some of the very top-tier options we’ve looked at.
With an RMS rating of 1500w (max 3000w), it’s not as demanding as some of the other subs we’ve looked at, but it can still hurl around some serious air. It weighs in right around 50lbs, so you’ll need a strong enclosure, and this also speaks to the build quality. Sometimes, when you see impressive subwoofers at lower prices, it’s because they’ve cut-corners in one way or another, but that’s not the case here.
This subwoofer from Skar Audio offers very impressive value for the price
It’s right up there with a lot of the best subwoofers we’ve seen, when you factor in everything this one is tough to beat
The lower power rating means it’s not going to hit the same levels as some of the bigger and more powerful subs
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4. Pioneer TSW311D4 :
A budget-minded option for someone who wants an impressive subwoofer, without coming near the point of diminishing returns.
It’s all value here, but it comes at the cost of performance. This is a humble subwoofer, and it’ll serve you well as long as your expectations are in check.
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We often view Pioneer as a brand that delivers great quality in the entry to mid tiers, but can also hit it out of the park in their high-end product lines. In this case, this subwoofer falls somewhere in the middle of the pack. It’s far above the entry-level 12 inch subwoofers out there, but it’s also a notch or two below some of the heavy-hitter we’ve featured today.
We’re included this one to serve as an option for someone who wants to straddle the upper-echelon of bass, but is just putting together their first or second system, doesn’t want to have to overhaul their electrical system to power it, and is okay with not having the absolute best.
This is still a more-than-capable subwoofer, but it would be dishonest to pretend that it’s on the same tier as something like the Hooligan or the Orion that we featured above. If the Pioneer TSW311 is in your budget, you won’t be disappointed with the bass it delivers, but if you’re looking for incredible sound quality and earth-shaking bass, this isn’t going to be on the same level as the others.
Affordable price tag makes it accessible for any budget or build
Plenty of power output for all 5 channels at 2 or 4 ohms
Crisp sound quality thanks to built-in equalization technology
It’s a step down from most of the true competition-tier subs on this list
Grille is not included
Only rated for 400w RMS
Check Latest Price
5. Power Acoustik MOFO :
A good way to fill in the low-end of your sound system without breaking the bank, especially if you want some size and power, the MOFO is a good option.
You’ll need to buy or build an enclosure for it, and you’ll be thrilled with the overall performance and value you get from this sub. We don’t mean to make it sound like it’s a full-on budget option, this sub can definitely hang and you get a lot for the price.
See Price On Amazon >>>
This subwoofer is here specifically for people who see something like the Pioneer TSW311, but wish they could push a lot more power to it. As such, it’s going to get louder, it’s going to hit harder, but it’s not necessarily going to have better overall sound quality if you’re listening at more reasonable volumes.
Between the MOFO and the Pioneer, we are featuring two more entry-level choices when we’re talking about “competition subwoofers”, even if these last couple are more meant for personal use rather than trying to impress enthusiasts or to break SPL records.
This is the lightest subwoofer we’ve looked at today, coming in at just over 25 pounds. Weight doesn’t always tell the whole story, but it does start to paint the picture. When you’re getting a big 12 inch subwoofer that can handle 1350w RMS at such a lower price, obviously there are going to have to be certain sacrifices in other areas. Alternatively, taking the Pioneer for example again, the sacrifice in that case comes to the RMS rating being only 400w.
With this one, you get quite a lot more wattage, but you lose out a bit in clarity and overall sound quality. There’s always going to be a trade-off whether it’s cost, power, build quality, audio quality, something else, or a combination of those to varying degrees.
Offers up tons of power at a super reasonable price
It’s not quite as well-made as the other more expensive options on this list, which is the sacrifice you’ll have to make to get everything else that this subwoofer delivers on
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The post Best Car Competition Subwoofer Reviews appeared first on Car Audio Logic.
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Knowledge Is Power, And These Car Shopping Tips Are Priceless
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Car shopping can convey fear to your heart. It could help you to remember times past where the sales rep exploited you. Stop the madness and read this article as the counsel here will guard you against the attempt to close the deal of even the most progressive car racer on the parcel.
When you are going to buy a car, you need to know early which highlights are fundamental for you in the car. Have a reasonable picture of what you want, so you can look at the correct cost just as the correct car for your needs.
Never leave your car with the dealership medium-term. Numerous dealerships will offer you the chance to take the car that you are thinking about home so as to test drive it longer. While this is surely engaging, it basically implies they are allowed the chance to hold the car you possess prisoner. This makes it progressively hard to leave a terrible arrangement, and it isn't further bolstering your good fortune.
Try not to buy without test driving. It isn't about the make or model however about the points of interest of the car you may buy. No two cars are actually the equivalent. Give each car that you consider a test drive to forestall buying a lemon.
Research the estimation of your exchange. In addition to the fact that you need to examine the best price for the new car you might want to buy, however, you likewise need to know how much your exchange is value. Get your work done and discover the retail and discount estimations of your exchange. Expect to get the retail esteem from the merchant.
On the off chance that you aren't worried about getting the completely most recent model, consider car shopping in November or December. Amid this time outline, dealerships will offer arrangements on the present models. They want to get out their stock to make a path for shipments of the following year's models. This implies you will be offered more impetuses, lower sticker prices, and more space to arrange!
Try not to discuss exchange ins, initial installments or motivating forces until after you have a firm price on the car you want. You need to take these off their offer. You can get the best price along these lines.
Make beyond any doubt to take as much time as is needed. Regardless of whether you are truly amped up for buying a car, don't run out and buy it around the same time. Make beyond any doubt that you have set aside the effort to do investigate on security, fixes and different factors before accomplishing something you may finish up lamenting.
Be firm in what additional items you want. Pretty much every sales rep is going to in any event endeavor to "upsell" you with an end goal to get a greater deal. Try not to give them a chance to weight you into the following model up or includes you needn't bother with. On the off chance that they guarantee not to have the model you are searching for in stock, just the "better" one, inquire as to whether they can find one at another merchant.
When you know how much you need to spend, get some answers concerning the cars inside that go. Find out about the car itself, its miles per gallon, a number of entryways, trunk space, driver's audits, security record and how much of the time it needs fixes by and large. Allot each a rating and go for those at the highest priority on the rundown.
Make the correct car buy for yourself by choosing real things before entering a store. This incorporates things like mileage, make, model and even shading. You can complete a great deal of research online to get a thought of prices and evade the high weight circumstances that accompany a car sales rep.
Look at various dealerships for the car you want. When you select which make and model you want, don't simply adhere to the nearest part. On the off chance that there are numerous merchants of that brand, look at them all. Remember to look at utilized parcels also, they frequently offer extraordinary deals on cars which will drive for quite a while to come.
click for more info here  One of the best Car Rental Services in Canada by advantagecarrentals.com
See what I mean? This basic, simple to pursue guide of counsel will give you the power next time you're the one consulting for a car. Print it off and consider it as you get ready for the enormous day and I'm certain once you possess your new car you'll be boasting to your companions about what an extraordinary arrangement you got.
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machineryin1 · 2 years
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How to Make Sure to Select the Best Circular Saw
Nobody needs to discard their well-deserved cash. However, numerous customers who make an acquisition of huge worth without completely exploring it initially may do as such. Either certain individuals are fortunate or they are knowledgeable nearby or specialty in which they are making the buy. Actually not such a large number of individuals are knowledgeable and will purchase hastily.
Ordinarily, shoppers causing an acquisition of huge worth to depend on informal, companions, family, or the assistance agent at the enormous nearby home improvement store, and that is fine, however with somewhat more exertion, you can ensure you get the best roundabout saw at the best cost (let the home improvement retailer let you know that sincerely), and I'm certain you'll concur that purchasing the best item at the best cost merits the work.
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There are many inquiries a purchaser ought to pose to while searching for one of the most mind-blowing roundabout saws available. For instance: How much does the saw gauge? Is it a protected saw or does it kick like a kicking mustang? How rough and strong is it?
Will it confront the afflictions of the place of work? I simply need a roundabout saw for DIY work. Which one is best for my requirements? What number of amps and cycles each moment does it accompany? How light (or weighty) is it to work? How the heaviness of the saw is conveyed and is it even?
What is the cutting limit? What is the level of positive wall? Is it fueled by power or a battery and which is more proficient? How tough is the link association? How improved (or not) is the cutting line? I have huge hands and like to wear gloves. What is the distance between the handle and the edge lodging?
How clear are the profundity and incline markings? How solid and built up is the footplate? What is the distinction between a "worm drive" roundabout saw and a "sidewinder"? What are the benefits and weaknesses of each? I saw rafters the entire day. Is there a snare I can put the saw on while I move or turn?
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This multitude of inquiries are vital when you choose to get one of the most mind-blowing round saws. In my 27 years as an expert craftsman, my main need has generally been security. I actually have two hands and every one of my fingers to demonstrate it.
Tragically, not everything woodworkers can say that, and I have had a few genuinely awful mishaps. That being expressed, all of the above issues assume a part in the viability, productivity, and security of the saw, and you actually should purchase a saw that is ideal for you), (however for the gig you need to do with it.
With every one of the various brands and models, picking all that round saw can get somewhat overpowering and drawn-out. Throughout the long term that I've been engaged with carpentry, I've bought many devices, and during that time there were no sites to assist me with pursuing an educated purchasing choice.
I felt there was a requirement for such data, so I fostered a site to help craftsmen or do-it-yourselfers searching for one of the most outstanding roundabout saws available. I have gone through hours assembling an assortment of audits from genuine purchasers and clients of the round saws highlighted on my site. I share the incredible, great and not super great remarks from the commentators. This site will absolutely help you and assist you with making a very much educated and instructed purchasing choice.  Please click here for more information.
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dbyca · 3 years
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How to do successful Online Artificial Jewellery Shopping?
There were days when you had limited options to look in the jewellery store and choose one after an exhaustive search. However, the way people shop today is completely transformed after the evolution of the internet and online shopping. At times, you will run out of options even after searching multiple stores, which results in a waste of time and energy.
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There are several benefits of shopping on eCommerce websites, and people love this idea because of the endless choices available on exclusive websites. Moreover, offers and discounts are raining in the customers' way. So, online shopping has been the preferred way for many individuals across the world. You can buy now or later, and all you have to do is, add the favourites to your cart and relax.
Even if the products go out of stock, the eCommerce website will let you know when the product is available in the store. The benefits are numerous, so online shopping has been an excellent experience for people across the globe. If you are planning to buy the fashion jewellery online, this article is for you.
Here are some tips that you can use to buy the best online artificial jewellery without any doubts.
Consider these things while you buy artificial jewelry online
As said earlier, online shopping is a great experience. Save time and money by choosing the best way to purchase your favourite jewellery. Without any further ado, get to know about the few things for buying the best jewellery online.
Consider the cost
While buying artificial jewellery, you have to consider the cost. Remember that artificial ornaments are inexpensive and available for different reasons. So, you can choose the right website to find cost-effective jewellery for you. Cost is way too important, and you can pick the best quality jewellery without splurging more if you visit the right website.
When you are resting on the couch, you can check the online stores and choose the right jeweller to source the best ornaments. Your purchasing decision has cut the cost of splurging inexpensive metals. Moreover, the jewellery store can provide offers and discounts. This will reduce the cost of jewellery even more, so it is all about finding the right store.
Cost comparison
How will you know that a particular website is offering artificial jewellery at cost-effective rates? The answer is to compare the prices with other stores. This is an effective way to know the best place from which you can buy high-quality ornaments.
The only motive is to get the perfect deal that helps you save hard-earned money and assures high-quality jewellery. You can compare the prices before you purchase the fashion jewellery online. There can be trivial differences or huge deals, but the comparison is a must to know which is better and where you can find high-quality jewellery at an affordable price.
Read review
You can do these before or after comparing the jewellery price as the quality of the ornament purchased is also crucial. It is not about buying cheap jewellery worth the cash but buying quality jewellery at a cost-effective price. There is a huge difference that necessitates a few steps.
Reading reviews and ratings of the jeweller will let you know whether the fashion jewellery online is worth the cost. If the jeweller has poor ratings and reviews, the previous customers were not happy with the products they received. This is one of the cautious signs that you should be aware of. However, you cannot completely rely on the online review. There can be deceiving reviews that contradict the quality way of jewellery in both positive and negative ways.
Ask your friends and family members
As far as online reviews are concerned, they can help. However, you need more reliable sources to know the right place to buy fashion jewellery online, and it is possible when you interact with close friends or family circles. 
You can ask your friend or colleague to name an online jewellery website where they usually buy the ornaments. It will be helpful to find a reliable website to spend your money on buying quality jewellery.
Quality
Just like cost, you have to focus on the quality of jewellery also. Buying from a trusted source is the right way to get premium fashion jewellery online. There are many online stores offering discounts during special occasions and national holidays. If you have never purchased in other stores, you can give it a shot.
First off, start with buying trinkets to check the quality of jewellery. You can check the metal weight, crafting of the ring, gemstone grading, and other important elements that assure the quality of your jewellery. You can get the assistance of jewellery experts who will provide tips about specific metals or gemstones while you buy fashion jewellery online.
A convenient way to shop
You will save time while shopping online, and that's one of the advantages of purchasing things from eCommerce stores. You can shop while you are at home, work or anywhere and it's easier to get what you want without waiting. Moreover, there are endless choices, and selecting the best jewellery that suits your style will be a cinch.
If you don't like the design of one website, you are free to choose another website, and it goes on until you find the place. Buying jewellery elevates your style statement, so you don't have to choose some accessories just because the choices are less and you are running out of time. Sit, relax and scroll through the websites to find your favourite fashion jewellery online without leaving the comfort of your home.
Payment options
As you are shopping online, the payments are going to be online transactions. Fortunately, you have plenty of ways to pay cash. From credit card to UPI, you can use any method to make a transaction. However, there are two things that you have to consider before making payments.
First off, check whether there are various payment options and your cards are accepted. Some websites deny the usage of certain cards, so you have to check prior to the purchase. Moreover, ensure that the website has a safe gateway to transact the money. 
If the website is trustworthy, you don't have to worry about security concerns and just pay the money via an online transaction without any doubts. Online shopping is preferred as you will choose a website that inculcates all the comfortable features for your purchase.
Check return and refund policy
When you choose the online jewellery website, you have to consider the return, refund, and exchange policy. After you buy the jewellery, there may be some concerns like you are not satisfied with the design or notice any issues in the jewellery. 
In such cases, you should use the return/refund policies. This should be checked at the time of purchase, as specific products might not come under the return and refund policy. You have to consider this policy, and it is mandatory. If you don't like the product after receiving it, the money is wasted, and you can't even use the jewellery.
Surprise your loved ones
This is one of the advantages of online shopping. If your loved ones are located in another city, you don't have to refrain from sending gifts on special occasions like birthdays, anniversaries, or any special moment in their life. You can access an online shopping website and add the person's address to whom you want to send the gift. Let the eCommerce store take responsibility for sending your gift safely.
DByCA  
DByCA is a website that offers innovative designs of artificial jewellery. Here you will find various designs from traditional to contemporary that fit your style statement perfectly. DByCA is the best place for every kind of accessory you wish to have. The simple yet sophisticated jewellery can be purchased at a cost-effective price.
DByCA is a website sourced from jewellers high on craftsmanship and astounding. The traditional jewellery inspired from centuries and the fashion accessories with ethereal elegance are available on our website. We know that every person has their own style choices, and that's why we've sourced the best for you.
Why DByCA is a reliable website for shopping for artificial jewellery?  
Accessories are a major part of your outfit. We understand how a statement earring can elevate an individual's simple outfit to a whole new level of fashion. If you haven't noticed it, you can try adding a simple yet pretty earring to your outfit and identify the differences. Imitation jewellery is one top as they are cost-effective, and you can buy them in innovative designs that you'd love to wear when it comes to jewellery staples. 
DByCA is a reliable website to invest in statement pieces without any doubts. Whether you want antique or fashion jewellery online, we've got you covered. You can check out the stunning collection to know which is best for you. From top to upcoming brands, you will find the accessories of reliable jewellers. We offer high-quality accessories that last long. 
Our curated collection of fashion accessories is categorized in a special section where you will find all the jewellery to amp up your outfit. In a nutshell, DByCA is the one-stop shop to purchase the best artificial jewellery online. Whether you want accessories for a special occasion or elegant designs to elevate your everyday outfits, we have it all.
So next time you have to buy a quality piece of jewellery, you know where to go. The website has amazing collections that can go well with all your outfits. Above all, the jewellery designs are available at a cost-effective price. You have to consider buying the best designs without any doubt. Get set to shop without any limits on one of the trustworthy websites.
Conclusion  
Internet shopping is one of the ideal choices for most people. From ordering for yourself to gifting your loved ones, there are many excitements in online shopping. DByCA is one website that you can trust for purchasing the best jewellery at an affordable price. You can visit the website at any time and browse the wide range of ornaments available on the website. If you are interested in getting quality accessories, you can check our website to find special jewellery.
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drummcarpentry · 3 years
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Are You Ready to Sell Like QVC?
A photo. Some text. A shopping cart button.
It’s the setup you’ve been used to since you were Internet-years-old.
Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.
But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.
If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.
Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.
Why video sales?
A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:
First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.
Google has documented the growth of video searches for “which (product) should I buy”.
When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.
Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.
The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.
At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:
Acquired Pointy to integrate with retail POS systems
Made product listings free
Amped up their nearby shopping filter
Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands
Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)
Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube
Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels
Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.
Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.
And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.
To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.
Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.
Why QVC?
“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.
The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.
About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.
“Stunning” is the word and the wakeup call
QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!
Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.
“Enjoy visiting Ireland, but buy your sweaters on QVC!”
While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.
TL;DW? Here’s the breakdown of how QVC sells:
Main host
QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.
For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.
You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.
Guest hosts
Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.
Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.
Models
Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.
Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.
For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.
Callers
There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.
If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.
Method
“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America
There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.
Another excerpt from the article cited above really gets this point across when talking about guest hosts:
“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”
Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.
Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:
“These sweaters are made exclusively for QVC” — a USP regarding rarity.
“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.
“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.
“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.
Analytics
The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.
QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.
For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.
Three O2O advantages
In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.
I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:
1. Limited local competition = better SERP visibility
Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.
2. Limited local inventory = more convincing authenticity
QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.
70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.
3. Even a small boost in conversions = a big difference for local brands
Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:
84% of consumers cite video as the convincing factor in purchases
Product videos can help e-commerce stores increase sales by up to 144%
96% of people have watched an explainer video to better understand a product they’re evaluating
The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand
Including filmed content on an e-commerce page can increase the average order value by 50+%
Video on a landing page can grow its conversion rate by up to 80%
If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.
Go n-éirí leat — good luck!
Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.
Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static
product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!
Ready to learn more about video marketing? Try these resources:
17 Best Ecommerce Product Video Examples
The ABCs of Video Content
8 Beginner Tips for Making Professional-Looking Videos
How to Film Creative Product Videos
YouTube Dominates Google Video in 2020
How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps
Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.
0 notes
lakelandseo · 3 years
Text
Are You Ready to Sell Like QVC?
A photo. Some text. A shopping cart button.
It’s the setup you’ve been used to since you were Internet-years-old.
Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.
But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.
If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.
Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.
Why video sales?
A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:
First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.
Google has documented the growth of video searches for “which (product) should I buy”.
When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.
Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.
The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.
At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:
Acquired Pointy to integrate with retail POS systems
Made product listings free
Amped up their nearby shopping filter
Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands
Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)
Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube
Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels
Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.
Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.
And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.
To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.
Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.
Why QVC?
“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.
The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.
About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.
“Stunning” is the word and the wakeup call
QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!
Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.
“Enjoy visiting Ireland, but buy your sweaters on QVC!”
While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.
TL;DW? Here’s the breakdown of how QVC sells:
Main host
QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.
For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.
You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.
Guest hosts
Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.
Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.
Models
Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.
Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.
For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.
Callers
There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.
If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.
Method
“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America
There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.
Another excerpt from the article cited above really gets this point across when talking about guest hosts:
“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”
Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.
Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:
“These sweaters are made exclusively for QVC” — a USP regarding rarity.
“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.
“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.
“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.
Analytics
The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.
QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.
For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.
Three O2O advantages
In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.
I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:
1. Limited local competition = better SERP visibility
Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.
2. Limited local inventory = more convincing authenticity
QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.
70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.
3. Even a small boost in conversions = a big difference for local brands
Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:
84% of consumers cite video as the convincing factor in purchases
Product videos can help e-commerce stores increase sales by up to 144%
96% of people have watched an explainer video to better understand a product they’re evaluating
The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand
Including filmed content on an e-commerce page can increase the average order value by 50+%
Video on a landing page can grow its conversion rate by up to 80%
If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.
Go n-éirí leat — good luck!
Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.
Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static
product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!
Ready to learn more about video marketing? Try these resources:
17 Best Ecommerce Product Video Examples
The ABCs of Video Content
8 Beginner Tips for Making Professional-Looking Videos
How to Film Creative Product Videos
YouTube Dominates Google Video in 2020
How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps
Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.
0 notes
jobkash · 25 days
Text
Spring 2025 Marketing Internship
Company DescriptionAt Fortune Brands Innovations, we believe that our innovation and success are fueled by the passion of our people and the strength of our teams. Together, we work to fulfill dreams of home by aligning around common goals, being agile in the face of change, holding ourselves accountable, and acting with integrity and transparency. We succeed when everyone belongs and strive to…
0 notes
epackingvietnam · 3 years
Text
Are You Ready to Sell Like QVC?
A photo. Some text. A shopping cart button.
It’s the setup you’ve been used to since you were Internet-years-old.
Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.
But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.
If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.
Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.
Why video sales?
A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:
First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.
Google has documented the growth of video searches for “which (product) should I buy”.
When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.
Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.
The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.
At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:
Acquired Pointy to integrate with retail POS systems
Made product listings free
Amped up their nearby shopping filter
Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands
Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)
Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube
Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels
Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.
Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.
And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.
To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.
Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.
Why QVC?
“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.
The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.
About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.
“Stunning” is the word and the wakeup call
QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!
Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.
“Enjoy visiting Ireland, but buy your sweaters on QVC!”
While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.
TL;DW? Here’s the breakdown of how QVC sells:
Main host
QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.
For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.
You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.
Guest hosts
Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.
Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.
Models
Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.
Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.
For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.
Callers
There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.
If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.
Method
“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America
There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.
Another excerpt from the article cited above really gets this point across when talking about guest hosts:
“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”
Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.
Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:
“These sweaters are made exclusively for QVC” — a USP regarding rarity.
“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.
“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.
“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.
Analytics
The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.
QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.
For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.
Three O2O advantages
In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.
I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:
1. Limited local competition = better SERP visibility
Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.
2. Limited local inventory = more convincing authenticity
QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.
70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.
3. Even a small boost in conversions = a big difference for local brands
Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:
84% of consumers cite video as the convincing factor in purchases
Product videos can help e-commerce stores increase sales by up to 144%
96% of people have watched an explainer video to better understand a product they’re evaluating
The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand
Including filmed content on an e-commerce page can increase the average order value by 50+%
Video on a landing page can grow its conversion rate by up to 80%
If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.
Go n-éirí leat — good luck!
Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.
Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static
product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!
Ready to learn more about video marketing? Try these resources:
17 Best Ecommerce Product Video Examples
The ABCs of Video Content
8 Beginner Tips for Making Professional-Looking Videos
How to Film Creative Product Videos
YouTube Dominates Google Video in 2020
How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps
Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.
#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking
0 notes
bfxenon · 3 years
Text
Are You Ready to Sell Like QVC?
A photo. Some text. A shopping cart button.
It’s the setup you’ve been used to since you were Internet-years-old.
Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.
But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.
If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.
Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.
Why video sales?
A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:
First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.
Google has documented the growth of video searches for “which (product) should I buy”.
When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.
Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.
The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.
At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:
Acquired Pointy to integrate with retail POS systems
Made product listings free
Amped up their nearby shopping filter
Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands
Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)
Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube
Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels
Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.
Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.
And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.
To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.
Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.
Why QVC?
“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.
The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.
About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.
“Stunning” is the word and the wakeup call
QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!
Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.
“Enjoy visiting Ireland, but buy your sweaters on QVC!”
While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.
TL;DW? Here’s the breakdown of how QVC sells:
Main host
QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.
For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.
You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.
Guest hosts
Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.
Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.
Models
Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.
Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.
For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.
Callers
There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.
If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.
Method
“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America
There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.
Another excerpt from the article cited above really gets this point across when talking about guest hosts:
“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”
Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.
Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:
“These sweaters are made exclusively for QVC” — a USP regarding rarity.
“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.
“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.
“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.
Analytics
The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.
QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.
For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.
Three O2O advantages
In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.
I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:
1. Limited local competition = better SERP visibility
Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.
2. Limited local inventory = more convincing authenticity
QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.
70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.
3. Even a small boost in conversions = a big difference for local brands
Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:
84% of consumers cite video as the convincing factor in purchases
Product videos can help e-commerce stores increase sales by up to 144%
96% of people have watched an explainer video to better understand a product they’re evaluating
The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand
Including filmed content on an e-commerce page can increase the average order value by 50+%
Video on a landing page can grow its conversion rate by up to 80%
If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.
Go n-éirí leat — good luck!
Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.
Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static
product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!
Ready to learn more about video marketing? Try these resources:
17 Best Ecommerce Product Video Examples
The ABCs of Video Content
8 Beginner Tips for Making Professional-Looking Videos
How to Film Creative Product Videos
YouTube Dominates Google Video in 2020
How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps
Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.
0 notes
nutrifami · 3 years
Text
Are You Ready to Sell Like QVC?
A photo. Some text. A shopping cart button.
It’s the setup you’ve been used to since you were Internet-years-old.
Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.
But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.
If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.
Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.
Why video sales?
A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:
First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.
Google has documented the growth of video searches for “which (product) should I buy”.
When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.
Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.
The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.
At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:
Acquired Pointy to integrate with retail POS systems
Made product listings free
Amped up their nearby shopping filter
Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands
Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)
Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube
Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels
Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.
Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.
And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.
To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.
Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.
Why QVC?
“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.
The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.
About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.
“Stunning” is the word and the wakeup call
QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!
Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.
“Enjoy visiting Ireland, but buy your sweaters on QVC!”
While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.
TL;DW? Here’s the breakdown of how QVC sells:
Main host
QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.
For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.
You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.
Guest hosts
Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.
Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.
Models
Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.
Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.
For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.
Callers
There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.
If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.
Method
“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America
There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.
Another excerpt from the article cited above really gets this point across when talking about guest hosts:
“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”
Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.
Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:
“These sweaters are made exclusively for QVC” — a USP regarding rarity.
“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.
“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.
“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.
Analytics
The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.
QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.
For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.
Three O2O advantages
In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.
I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:
1. Limited local competition = better SERP visibility
Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.
2. Limited local inventory = more convincing authenticity
QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.
70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.
3. Even a small boost in conversions = a big difference for local brands
Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:
84% of consumers cite video as the convincing factor in purchases
Product videos can help e-commerce stores increase sales by up to 144%
96% of people have watched an explainer video to better understand a product they’re evaluating
The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand
Including filmed content on an e-commerce page can increase the average order value by 50+%
Video on a landing page can grow its conversion rate by up to 80%
If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.
Go n-éirí leat — good luck!
Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.
Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static
product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!
Ready to learn more about video marketing? Try these resources:
17 Best Ecommerce Product Video Examples
The ABCs of Video Content
8 Beginner Tips for Making Professional-Looking Videos
How to Film Creative Product Videos
YouTube Dominates Google Video in 2020
How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps
Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.
0 notes
xaydungtruonggia · 3 years
Text
Are You Ready to Sell Like QVC?
A photo. Some text. A shopping cart button.
It’s the setup you’ve been used to since you were Internet-years-old.
Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.
But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.
If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.
Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.
Why video sales?
A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:
First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.
Google has documented the growth of video searches for “which (product) should I buy”.
When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.
Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.
The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.
At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:
Acquired Pointy to integrate with retail POS systems
Made product listings free
Amped up their nearby shopping filter
Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands
Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)
Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube
Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels
Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.
Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.
And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.
To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.
Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.
Why QVC?
“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.
The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.
About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.
“Stunning” is the word and the wakeup call
QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!
Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.
“Enjoy visiting Ireland, but buy your sweaters on QVC!”
While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.
TL;DW? Here’s the breakdown of how QVC sells:
Main host
QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.
For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.
You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.
Guest hosts
Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.
Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.
Models
Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.
Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.
For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.
Callers
There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.
If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.
Method
“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America
There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.
Another excerpt from the article cited above really gets this point across when talking about guest hosts:
“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”
Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.
Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:
“These sweaters are made exclusively for QVC” — a USP regarding rarity.
“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.
“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.
“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.
Analytics
The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.
QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.
For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.
Three O2O advantages
In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.
I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:
1. Limited local competition = better SERP visibility
Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.
2. Limited local inventory = more convincing authenticity
QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.
70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.
3. Even a small boost in conversions = a big difference for local brands
Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:
84% of consumers cite video as the convincing factor in purchases
Product videos can help e-commerce stores increase sales by up to 144%
96% of people have watched an explainer video to better understand a product they’re evaluating
The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand
Including filmed content on an e-commerce page can increase the average order value by 50+%
Video on a landing page can grow its conversion rate by up to 80%
If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.
Go n-éirí leat — good luck!
Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.
Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static
product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!
Ready to learn more about video marketing? Try these resources:
17 Best Ecommerce Product Video Examples
The ABCs of Video Content
8 Beginner Tips for Making Professional-Looking Videos
How to Film Creative Product Videos
YouTube Dominates Google Video in 2020
How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps
Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.
0 notes
ductrungnguyen87 · 3 years
Text
Are You Ready to Sell Like QVC?
A photo. Some text. A shopping cart button.
It’s the setup you’ve been used to since you were Internet-years-old.
Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.
But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.
If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.
Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.
Why video sales?
A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:
First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.
Google has documented the growth of video searches for “which (product) should I buy”.
When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.
Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.
The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.
At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:
Acquired Pointy to integrate with retail POS systems
Made product listings free
Amped up their nearby shopping filter
Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands
Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)
Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube
Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels
Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.
Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.
And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.
To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.
Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.
Why QVC?
“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.
The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.
About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.
“Stunning” is the word and the wakeup call
QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!
Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.
“Enjoy visiting Ireland, but buy your sweaters on QVC!”
While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.
TL;DW? Here’s the breakdown of how QVC sells:
Main host
QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.
For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.
You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.
Guest hosts
Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.
Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.
Models
Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.
Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.
For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.
Callers
There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.
If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.
Method
“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America
There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.
Another excerpt from the article cited above really gets this point across when talking about guest hosts:
“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”
Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.
Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:
“These sweaters are made exclusively for QVC” — a USP regarding rarity.
“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.
“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.
“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.
Analytics
The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.
QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.
For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.
Three O2O advantages
In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.
I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:
1. Limited local competition = better SERP visibility
Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.
2. Limited local inventory = more convincing authenticity
QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.
70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.
3. Even a small boost in conversions = a big difference for local brands
Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:
84% of consumers cite video as the convincing factor in purchases
Product videos can help e-commerce stores increase sales by up to 144%
96% of people have watched an explainer video to better understand a product they’re evaluating
The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand
Including filmed content on an e-commerce page can increase the average order value by 50+%
Video on a landing page can grow its conversion rate by up to 80%
If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.
Go n-éirí leat — good luck!
Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.
Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static
product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!
Ready to learn more about video marketing? Try these resources:
17 Best Ecommerce Product Video Examples
The ABCs of Video Content
8 Beginner Tips for Making Professional-Looking Videos
How to Film Creative Product Videos
YouTube Dominates Google Video in 2020
How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps
Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.
0 notes
camerasieunhovn · 3 years
Text
Are You Ready to Sell Like QVC?
A photo. Some text. A shopping cart button.
It’s the setup you’ve been used to since you were Internet-years-old.
Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.
But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.
If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.
Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.
Why video sales?
A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:
First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.
Google has documented the growth of video searches for “which (product) should I buy”.
When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.
Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.
The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.
At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:
Acquired Pointy to integrate with retail POS systems
Made product listings free
Amped up their nearby shopping filter
Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands
Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)
Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube
Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels
Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.
Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.
And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.
To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.
Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.
Why QVC?
“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.
The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.
About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.
“Stunning” is the word and the wakeup call
QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!
Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.
“Enjoy visiting Ireland, but buy your sweaters on QVC!”
While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.
TL;DW? Here’s the breakdown of how QVC sells:
Main host
QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.
For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.
You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.
Guest hosts
Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.
Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.
Models
Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.
Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.
For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.
Callers
There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.
If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.
Method
“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America
There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.
Another excerpt from the article cited above really gets this point across when talking about guest hosts:
“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”
Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.
Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:
“These sweaters are made exclusively for QVC” — a USP regarding rarity.
“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.
“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.
“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.
Analytics
The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.
QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.
For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.
Three O2O advantages
In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.
I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:
1. Limited local competition = better SERP visibility
Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.
2. Limited local inventory = more convincing authenticity
QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.
70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.
3. Even a small boost in conversions = a big difference for local brands
Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:
84% of consumers cite video as the convincing factor in purchases
Product videos can help e-commerce stores increase sales by up to 144%
96% of people have watched an explainer video to better understand a product they’re evaluating
The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand
Including filmed content on an e-commerce page can increase the average order value by 50+%
Video on a landing page can grow its conversion rate by up to 80%
If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.
Go n-éirí leat — good luck!
Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.
Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static
product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!
Ready to learn more about video marketing? Try these resources:
17 Best Ecommerce Product Video Examples
The ABCs of Video Content
8 Beginner Tips for Making Professional-Looking Videos
How to Film Creative Product Videos
YouTube Dominates Google Video in 2020
How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps
Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.
0 notes