#Video content marketing in Soho

[pixelworxlondon]

Video Production London: Exploring the Hub of Creativity and Innovation

London, a global metropolis renowned for its rich cultural heritage and dynamic creative scene, has firmly established itself as a leading hub for video production. From iconic film locations to cutting-edge studios and a wealth of talent, the city offers a fertile ground for producing high-quality video content. This article delves into the vibrant world of video production in London, highlighting the key aspects that make it a sought-after destination for filmmakers, content creators, and businesses alike.

The Thriving Video Production Scene

London's video production industry is characterized by its diversity and vibrancy. The city boasts a plethora of production companies, ranging from boutique firms specializing in niche markets to large-scale studios capable of handling blockbuster projects. This diversity ensures that clients can find the perfect match for their specific needs, whether they are looking to produce a corporate video, a commercial, a music video, or a full-length feature film.

State-of-the-Art Facilities

London is home to some of the most advanced video production facilities in the world. Renowned studios such as Pinewood, Shepperton, and Ealing offer state-of-the-art sound stages, post-production suites, and a wide array of technical resources. These facilities attract major film and television productions, providing a professional environment that fosters creativity and innovation.

Iconic Film Locations

The city's rich history and architectural diversity make it a favorite location for filmmakers. Iconic landmarks such as the Tower Bridge, Buckingham Palace, and the West End theatres provide stunning backdrops that add a unique visual appeal to any production. Additionally, London's eclectic neighborhoods, from the bustling streets of Soho to the serene parks of Hampstead, offer versatile settings that cater to various narrative needs.

Talent Pool and Expertise

One of London's greatest assets in the video production industry is its vast pool of talent. The city is home to a wealth of experienced professionals, including directors, producers, cinematographers, editors, and visual effects artists. This concentration of talent ensures that productions benefit from top-tier expertise at every stage, from concept development to post-production.

Collaborative Environment

London's creative community is known for its collaborative spirit. The city's numerous film schools, such as the London Film School and the National Film and Television School, produce a steady stream of emerging talent eager to collaborate on innovative projects. Networking events, film festivals, and industry conferences further facilitate collaboration, fostering a dynamic environment where ideas can flourish.

Technological Advancements

In an era where technology plays a crucial role in video production, London remains at the forefront of technological advancements. The city's production companies are quick to adopt the latest innovations, from high-definition and 4K cameras to advanced editing software and visual effects tools. This commitment to technological excellence ensures that productions meet the highest standards of quality and visual appeal.

Virtual Production

One of the most exciting developments in recent years is the rise of virtual production techniques. London-based studios are increasingly incorporating virtual sets and real-time rendering technologies, allowing filmmakers to create immersive environments without the need for physical sets. This not only reduces production costs but also opens up new creative possibilities, enabling more complex and visually stunning narratives.

The Role of Video Production in Marketing

As businesses increasingly recognize the power of video as a marketing tool, the demand for high-quality video production services in London has surged. Videos are now integral to marketing strategies, helping brands to engage with their audiences, tell compelling stories, and drive conversions.

Corporate Videos

Corporate videos serve various purposes, from showcasing a company's culture and values to highlighting its products and services. In London, production companies excel at creating corporate videos that resonate with target audiences, leveraging storytelling techniques, and visual aesthetics to convey the desired message effectively.

Commercials and Advertising

London's video production industry is also a powerhouse in the realm of advertising. The city's creative agencies produce visually striking commercials that capture attention and leave a lasting impact. By combining creative concepts with high production values, these commercials help brands stand out in a crowded marketplace.

Educational and Training Videos

Beyond marketing, video production in London plays a vital role in education and training. Educational institutions, non-profits, and corporations alike leverage video content to provide training, share knowledge, and promote learning. High-quality educational videos enhance understanding and retention, making them an invaluable resource in various fields.

The Future of Video Production in London

The future of video production in London looks promising, driven by ongoing technological advancements and a thriving creative community. As virtual reality, augmented reality, and artificial intelligence continue to evolve, they will undoubtedly shape the way video content is produced and consumed. London, with its rich history of innovation and creativity, is well-positioned to lead these advancements.

Sustainable Production Practices

Sustainability is becoming an increasingly important consideration in video production. London-based companies are pioneering eco-friendly practices, from using energy-efficient equipment to implementing waste reduction strategies. As the industry continues to evolve, sustainable production practices will likely become the norm, contributing to a greener future.

Global Collaborations

London's status as an international hub for video production means that it will continue to attract global collaborations. The city's diverse talent pool and cutting-edge facilities make it an ideal location for international projects, fostering cross-cultural exchanges and enriching the global creative landscape.

Conclusion

Video production in London is a dynamic and multifaceted industry that continues to thrive and innovate. With its world-class facilities, rich talent pool, and commitment to technological advancements, London remains a premier destination for filmmakers and content creators. Whether producing a corporate video, a commercial, or a feature film, the city's unique blend of creativity and professionalism ensures that every project reaches its full potential. As the industry evolves, London will undoubtedly remain at the forefront, setting new standards for excellence in video production.

[tothedarkdarkseas]

If you woke up tomorrow and suddenly became the new writer for gorillaz... What would be the FIRST thing you'd add/change that you believe is important to get gorillaz on the right track, vs what would you add purely for yourself?

This is tricky to answer, because the fandom is so split on when and why Gorillaz starts going "wrong." I'd probably say I disagree with certain choices in every phase from 3 onward, but I also wouldn't say I abjectly hate any of them or any have truly worn me off the band (admittedly, this current phase has the least to offer.) I say all this to give me cushioning when my suggestions are bad/no one can agree on what's good and what's crap, haha. It's also tough to tell where the line is between The Good Of Us All and Just Good For Me, but I am absolutely aware those are very distinctly separate things.

I would start simply with more interviews. Not short statements for a magazine or ads for new products, not a cobbled together collection of ideas to fill a page in a novelty book. I don’t say that to be a hater, I think the almanac had a few worthwhile written sections, but I don't think it's controversial to say large portions were just taking up space, felt very out-of-step with the character (Paula’s revisiting comes to mind) or didn't feel like they added anything-- goofy for goofy's sake is fun in doses, very much not saying the only worthwhile interviews are the serious ones, but it can feel strange when it is the only significant written content we get for a band that have, in the past, provided actual measured thoughts about the music (mostly Noodle and Russ here) or served themselves as a satire of pop culture and mocked archetypical celebrities (particularly the irreverent, lived, sponsor-unfriendly specifics of British pop culture, as the writers are more at-home with this than, say, exploring much about actual Japanese culture in Noodle’s travels; this is Stu and Murdoc's domain.) I want to read interviews with individual members and with the band as a whole that have no focus on marketing, no focus on their own products or sponsorships, and perhaps most crucially IMO, are not reliant solely on what we’ve seen in music videos already. Honestly, the merch-plugs and promotional materials bother me way less than the short interviews or quotes (from Twitter, etc) we get just referencing the most recent events of a Song Machine video, or really blandly calling back to previously written lore without even a joke attached. I’m not trying to make some grand statement about Gorillaz “always” doing this, or this “always” being bad, I do think these critiques can be overstated sometimes-- but from the perspective of a fairly neutral fan, yeah, I think it’s as true as any subjective feeling can be that Gorillaz’s writing is fairly unwilling to say something new about the characters, maybe because the writers or actors are bound to a script with just a few plot points. Like, I just want Gorillaz to actually be funny again. I acknowledge and respect where they’ve made some attempts but I’d like to see more life in the characters-- and this may teeter into adding things just for me, but I’d like them to a bit meaner again as well. I’d like all of the characters to bring their own laddishness or snobbery to the table, I’d like them to take potshots at pop culture and start beef, I’d like the man we define as being a gross arrogant arsehole to actually come across as these things instead of the characters just rolling their eyes at him and getting virtually no unique characterization of their own-- there’s so much comedy and commentary lost when only Murdoc is allowed to be nasty, and even he can’t really say something to make an enemy. There are of course fans who love the softer family aspect but I reckon there are just as many fans who prefer the band to be sort of Always Sunny-ish, be a little bit insufferable but too much fun to quit. I definitely think there’s a way to strike that balance, because they’ve done it before. Speaking for myself I wouldn’t say Gorillaz is totally ruined and will never be good again etc etc, I don’t want to throw all my merchandise in a fire, I just think they’ve made some questionable choices in the real world, they’re struggling to stay in step now that they’ve got to be their own label, and the characters are not bringing much to the table to genuinely laugh at.

Purely for myself... first instinct/no-thought answer: I would add official artwork of Stu with a small bald spot chatting up a girl in the clinic while holding a little baggy for his prescription itch cream, and another of Murdoc leaving an alley in Soho, sneering at the camera but swiping a thumb at the side of his mouth. Or a song with Brian Molko. Or Stu recording a football chant for Chelsea on his own, ala Sleeping Powder. These are all acceptable.

[fullregalia]

quar on the floor.

I wrote this last year for my friend’s website--reposting here because I am so excited for season three. 

A few years ago, I was using someone else’s HBO password, streaming on borrowed time. I had exhausted my appetite for the platform’s comedic offerings of Veep, Curb, and Silicon Valley—stories of narcissists and egomaniacs in DC, LA, and SF—when I started to hear about a show called Succession. Created by Jesse Armstrong (a former writer in Veep creator Armando Iannucci’s room for The Thick of It), the show is ostensibly about the machinations of the Murdoch-inspired Roy family to retain their conglomerate’s dominance in media’s evolving landscape, and the infighting that arises from the children jockeying for patriarch Logan’s love, approval, and, most importantly, title. Think Arrested Development meets a Shakespearean tragedy. It is a story of narcissists and egomaniacs in NYC. The Roys and their courtiers are mean, extravagant, brash, and delusional—stereotypically obnoxious 0.01%-ers, that is—characters who do nothing to earn neither your affection nor trust, yet somehow that hasn’t stopped me from loving this show and the messy family at the center of it. 

Succession is a rich text. One could write numerous essays on what makes this show something to appreciate: its liberal use of “fuck off” while having practically zero on-screen sex, its clever signaling through nouveau riche clothing, its wry sendup of the Bancroft family (former family owners of the Wall Street Journal) as WASP-y hypocrites, its glee at lampooning the media industry, its theme song that is, canonically, the most important song of all time, its penchant for scenes at a formal dining table, its shrewd depiction of the ways capital exploits labor, its ability to make you fully dissociate when a grown man cringe raps about his dad.

Eventually, my erstwhile HBO password was changed, and finally I caved: I couldn’t live without on-demand access to this family’s particular brand of garbage-language trauma bonding. Revisiting it during quarantine became an escape and a balm. Look at these horrible people, gallivanting across the globe, carefree thanks to deep pockets and complete disregard for anyone but themselves! Am I talking about lockdown rule-breakers, our last administration, or the Roys? Who can tell! While our lives have become myopic in scope—a routine of bed, desk, kitchen, desk, bed for most—we can still live vicariously through this “viper’s nest” of a family that find themselves not only being out and about in the world, but also shaping it. A family whose primary concerns include fretting over cold butter at gala dinners (“The butter’s all fucked! You fuckwads, there’s dinner rolls out there ripping as we speak!”) and complaining about syphilitic rivals at thought leadership convenings (“You don’t hear much about syphilis these days… very much the MySpace of STDs”).

Instead of, I don’t know, traveling to see my family in England this past summer, I got to watch Roman and Shiv have an excruciating dinner of pigeon—watch out for the shot!—with their horrible mother in London. Instead of finding a new apartment after grad school, I moved back home, but I watched cousin Greg jump for joy in his new Soho loft, a gift from Kendall because “developers overestimated demand, so I bought all five units.” Instead of dinner parties with friends, I got to watch the world’s most sentient puffer vest Tom Wambsgans get humiliated by his wife and brother-in-law for wearing suits that make him “look like a divorce attorney from the Twin Cities,” a trait exacerbated by his “agricultural walk.”

In the second season the audience, ensconced in the warm embrace of Loro Piana knits and lulled by crass familial scheming, is reminded that cruelty has consequences. Logan’s paranoia leads to a humiliating round of “boar on the floor” during an executive retreat, and a plotline regarding a coverup of corporate malfeasance in the cruise division comes to a crescendo. (Cruises, the canary in the coal mine of this pandemic, seem to be good vehicles for Problematic Moments in general.) It is revealed that internally, Waystar Royco executives would refer to the victims of one executive’s lascivious (and, in fact, criminal) behavior as “NRPI”—no real person involved. Despite living in the rarified air where the hoi polloi are disposable, the rot is exposed. A piece of shit covered in cashmere is still essentially a piece of shit.

Season two ended four months before the pandemic began, and returning to it felt timely. Throughout this fuzzy, uncertain year, I’ve indulged in bad habits to numb existential dread: I can have two cookies for breakfast, as a treat. The Roys can have a little megayacht R&R, as a treat. To really grapple with the collateral damage of COVID and derelict leadership is devastating. Feeling powerless, locked down, and waiting for stimulus checks, one gets the revolutionary urge. In lieu of liberté and égalité, I eat cake and revel in the Roy’s twisted fraternité.

In those uncanny ways that life imitates art, I found myself working on contract for an international media conglomerate, one that is not unlike Waystar Royco, during the pandemic. There are indeed cheerful brand videos that tout inclusivity, boldly progressive values that encourage treating women as equals, and all-staff emails congratulating everybody on their hard work for “delivering highest quarterly EBITDA” and “record-breaking revenue year-over-year” (productivity in a pandemic, boy, I don’t know….). All these people, myself included, get paid ok-to-decent wages to put a human face on a corporation with the sole purpose of churning out content on market data and celebrity gossip. 99% of the company completely divorced from the handful of executives that get to make Important Decisions. Complicity creeps up on you that way, stuck on your couch finding yourself in a land where the border between disdain and aspiration is blurred. Not having an office to commute to or colleagues to complain with, I must be getting some sort of vicarious thrill from watching the Roy clan et. al. infight behind the glass walls of corner offices and bicker over the dull roar of a cocktail party. If this is the price of admission, maybe it’s fine I can’t afford it.

Perhaps that’s why I keep returning to this wretched family, enjoying its chaos and laughing at its bond so acerbic it can only charitably be called affection. Perhaps, in bingeing Succession intermittently, I am absolving myself of the frustration I feel for my inability to hold power to account, or my lack of tangible accomplishment. For what these sociopaths have in money and influence, they lack in emotional intelligence and a moral compass. After all, who really gets hurt when I delight in the tragedy and farce that is the Roy family’s saga? When it comes to the fate of the Waystar Royco empire, there are no real people involved.

[ultima-notte-a-soho-2021-blog]

Ultima notte a Soho 2021 Streaming ITA Film completo HD in italiano

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ANNO:2021GENERE: Drammatico / Thriller / Film al cinemaDURATA: 90 min.PAESE: Gran BretagnaREGIA: Edgar WrightATTORI: Thomasin McKenzie, Anya Taylor-Joy, Matt Smith, Diana Rigg, Terence Stamp, Synnove Karlsen, James Phelps, Rita Tushingham, Oliver Phelps, Michael JibsonQUALITA' VIDEO: HDTRADUZIONE: Italian

Una giovane ragazza, appassionata di design della moda, è misteriosamente in grado di entrare negli anni '60 dove incontra il suo idolo, un cantante sfolgorante. Ma la Londra degli anni '60 non è come sembra, e il tempo sembra crollare con conseguenze losche.

La giovane Eloise (Thomasin McKenzie) vive a Londra e ha una grande passione per il fashion design. Tessuti insoliti, tagli classici o fantasie audaci: per lo stilista, l'abbigliamento è pura lussuria e passione. Oltre alle sue capacità di designer, ha altri talenti, che tiene nascosti: sa viaggiare nel tempo e si ritrova improvvisamente a Londra negli anni '60. Nelle sembianze della giovane Sandy (Anya Taylor-Joy) vaga per i locali e vive una sconosciuta vita parallela. Un giorno incontra lo straordinario aspirante cantante Jack (Matt Smith), di cui si innamora perdutamente. Per quanto gli anni '60 si sentano vivaci nella metropoli britannica, Sandy deve rendersi conto che questa versione della città non sembra essere ciò che afferma di essere. La storia sembra essere diversa da ciò che i libri di storia hanno rivelato in precedenza.

TRAMA ULTIMA NOTTE A SOHOUltima Notte a Soho, film diretto da Edgar Wright, è la storia di Eloise (Thomasin McKenzie), una ragazza con una passione per la moda e grande fan, al limite dell'ossessione, di Sandy (Anya Taylor-Joy), una cantante emblema degli anni Sessanta. La giovane avrebbe voluto incontrare il suo idolo, ma non essendo nata in quegli ann,i la cosa sembra impossibile. Eppure Eloise in qualche modo misterioso riesce a coronare il suo sogno e a incontrare Sandy, a quei tempi ancora una cantante in erba, rivivendo quel lontano decennio musicale.Purtroppo la Londra degli anni '60 non è un ambiente tranquillo come Eloise ha sempre immaginato e la ragazza lo capirà a sue spese, quando il suo viaggio nel tempo inizierà ad avere terribili conseguenze.

Ultima notte a Soho è un film del 2021 con protagonisti Thomasin McKenzie come Eloise, Anya Taylor-Joy come Sandy & Matt Smith. Il film Horror e Dramma diretto da Edgar Wright e e prodotto da Universal Pictures International (UPI) & Film4 Productions.

Questo nastro horror e suspense si svolgerà nel quartiere londinese di Soho. Poco altro si sa sulla trama di questo film di Edgar Wright (Ombre, Baby Driver). È noto che Last Night in Soho sarà interpretato da Anna Taylor-Joy (Glass (Crystal), The New Mutants).

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Ovviamente, non aspettatevi di trovare 90 minuti di pellicola o 10 stagioni di una serie cliccandoci sopra: si parla di prodotti che non sono mai stati veramente realizzati - ci sono addirittura dei divertenti sequel. 

Overview La Trama o La Storia del Film Ultima Notte a Soho, Eloise è una fan ossessionata di Sandy, una cantante degli anni Sessanta. Pur di incontrare il suo idolo, la giovane riesce misteriosamente a rivivere quel decennio musicale. Ma la Londra degli anni Sessanta non è un posto tranquillo come Eloise immagina e il suo viaggio nel tempo avrà delle terribili conseguenze.

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Watch Ultima Notte a Soho Movie WEB-DL This is a file losslessly ripped from a streaming service, such as Netflix, Amazon Video, Hulu, Crunchyroll, Discovery GO, BBC iPlayer, etc. This is also a movie or TV show downloaded via an online distribution website, such as iTunes. The quality is quite good since they are not re-encoded.

Una molto elegante che ti consente di scaricare sul tuo dispositivo, in modo da poter guardare online e ottenere una qualità audiovisiva legale.

Ultima Notte a Soho One of the movie streaming industry’s largest impacts has been on the DVD industry, which effectively met its demise with the mass popularization of online content. The rise of media streaming has caused the downfall of many DVD rental companies such as Blockbuster. In July 2015 an article from the New York Times published an article about Netflix’s DVD services. It stated that Netflix is continuing their DVD services with 5.3 million subscribers, which is a significant drop from the previous year. On the other hand, their streaming services have 65 million members. In a March 2016 study assessing the “Impact of Movie Streaming over traditional DVD Movie Rental” it was found that respondents do not purchase DVD movies nearly as much anymore, if ever, as streaming has taken over the market. Watch Movie Ultima Notte a Soho , viewers did not find movie quality to be significantly different between DVD and online streaming. Issues that respondents believed needed improvement with movie streaming included functions of fast forwarding or rewinding, as well as search functions. The article highlights that the quality of movie streaming as an industry will only increase in time, as advertising revenue continues to soar on a yearly basis throughout the industry, providing incentive for quality content production.

Streaming media is multimedia that is constantly received by and presented to an end-user while being delivered by a provider. The verb to stream refers to the process of delivering or obtaining media in this manner.[clarification needed] Streaming refers to the delivery method of Ultima Notte a Soho, rather than Ultima Notte a Soho itself. Distinguishing delivery method from the media distributed applies specifically to telecommunications networks, as most of the delivery systems are either inherently streaming (e.g. radio, television, streaming apps) or inherently non-streaming (e.g. books, video cassettes, audio CDs). There are challenges with streaming content on the Internet. For example, users whose Internet connection lacks sufficient bandwidth may experience stops, lags, or slow buffering of the content. And users lacking compatible hardware or software systems may be unable to stream certain content. Live streaming is the delivery of Internet content in real-time much as live television broadcasts content over the airwaves via a television signal. Live internet streaming requires a form of source media (e.g. a video camera, an audio interface, screen capture software), an encoder to digitize the content, a media publisher, and a content delivery network to distribute and deliver the content. Live streaming does not need to be recorded at the origination point, although it frequently is. Streaming is an alternative to file downloading, a process in which the end-user obtains the entire file for the content before watching or listening to it. Through streaming, an end-user can use their media player to start playing digital video or digital audio content before the entire file has been transmitted. The term “streaming media” can apply to media other than video and audio, such as live closed captioning, ticker tape, and real-time text, which are all considered “streaming text”. Elevator music was among the earliest popular music available as streaming media; nowadays Internet television is a common form of streamed media. Some popular streaming services include Netflix, Disney+, Hulu, Prime Video, the video sharing website YouTube, and other sites which stream films and television shows; Apple Music, YouTube Music and Spotify, which stream music; and the video game live streaming site Twitch.

[fradhytfahrenheit]

📷 #Fradhyt_Fahrenheit_Adhyatmand terakhir berkarir di salah satu start up decacorn terbesar di Asia namun sebelumnya bekerja di lebih dari sembilan #advertising agency sebagai #creativedirector Setidaknya lebih dari 10 tahun telah bekerjasama untuk menyusun strategi kreatif bersama ratusan para brand/marketing director di Indonesia, hingga saat ini telah berpengalaman menangani konten lebih 100 brand dan lebih dari 700 iklan komersial di televisi serta RIBUAN konten di berbagai media sosial. Kini sebagai Head Creative Content Development di Grab Indonesia. Brand multinasional yang pernah ditangani antara lain: Volvo, Nissan, Jaguar, Lucky Strike, Nivea, Pantene, Yakult, Ford, Suzuki, Hitachi, Mitsubishi, Gatorade, FujiFilm, Toshiba, TrimSpa, Sony, Standard Chatered, National/Panasonic, Sunkist, Caprisone, Hilton Hotel, Thai Airlines, Cussons, Singapore Airlines, Marie France Bodyline, Hada Labo, Rohto Eye Flush, Quipper Video, GrabKios, dsb. Serta ratusan brand multilokal lainnya seperti : [INDOFOOD]Supermie, Bogasari, [MAYORA] Torabika, Roma, Energen, Astor, Kopiko, Kopi Ayam Merak [SANBE] Sanaflu,Poldamig, [SANTOS-KAPAL API] Kopi Kapal Api, kopi ABC, Relaxa, [SOHO] Laxing, Curcuma Plus,Fitkom, [SIDOMUNCUL] KukuBima Ener-G, [KALBE FARMA] Susu Zee, serta Susu Ultra, Gudang Garam, Kacang Dua Kelinci, Minyak Cap Lang, Pigeon, Hufagrip, Marimas, Lipovitan, Miwon Mamasuka, Bimoli, Filma, Softex, Top 1, Marimas Drink, BCA, BNI, BTN, dsb. [Beberapa hasil kerja kreatif/TV Commercial dapat di lihat di Youtube "FradhytOnBranding" : https://www.youtube.com/channel/UC-bSi2FApgfar2zo2jYUACQ . . . . . . . . . . #ian_content_writer #bisnis #marketing #café #branding #sajak #UMKM #usahakecil #puisi #buku #desainindonesia #belajar #strategimarketing #motivasi #fradhyt_fahrenheit #digitalmarketing #warung #produklokal #gym #health #marketerindonesia #sukses #penulis #konten #usahalokal (at Jakarta, Indonesia) https://www.instagram.com/p/CBnSh8kA_MK/?igshid=1sdnut93kq332

[travelmakingkai]

Let's do Lunch Network | Open for Business: Video Content and Social Media Marketing with Ivolution Productions

Let’s do Lunch Network | Open for Business: Video Content and Social Media Marketing with Ivolution Productions

Video content is the key marketing trend of 2018.

It’s an effective great way of engaging with your customers, clients and new audiences. More consumers are interacting with videos today than ever before. So it made perfect sense for me to partner with a professional filmmaker to add another dimension to the Let’s do Lunch Network……

[helloyoucreatives]

Marshall Headphones is putting its impeccable rock’n’roll credentials front and centre of a new advertising campaign to promote the launch of two speakers at the centre of Marshall’s partnership with Amazon Alexa.

The campaign was created in house by Marshall, with the vital sound element devised by Scramble Soho. In it, a young man opens his front door and says ‘Alexa, play “Easy”’. The focus then switches not to a traditional voice-activated Alexa device but to a speaker that has the unmistakable design of a Marshall amp. Things start to get interesting when the man then says ‘Alexa, turn it up’.

Marshall worked with American director Kevin Castanheira to film the campaign, which was produced through DED and shot in multiple locations in Lithuania. Castanheira has worked for brands such as Huawei, PayPal and George Clooney’s Casamingo tequila.

The campaign supports two new speakers – the Stanmore II and Acton II – which were unveiled on 30 August. The Stanmore II Voice with Amazon Alexa goes on sale in the US on 2 October with other markets to follow.

The new campaign, which is the first joint initiative between Amazon Alexa and Marshall Headphones, consists of a 45-second online video, with 30”, 15” and 10” cut downs, as well as social content.

[ryan-bishti]

Ryan Bishti’s Social Media Secrets

Over the past few years, it’s become clear venues and restaurants that succeed in social media blow their competition out of the water. Through ads, Instagram posts, and web content, hospitality businesses can catch the eye of more customers. But for Ryan Bishti, CEO of London’s premier hospitality innovators at The Cream Group, social media platforms like Instagram have become more than just an electronic billboard advertising his venue’s location or services. Thanks to some creativity and exceptional client experiences, Bishti’s turned customers into marketers for The Cream Group brand. 

Having customers share their venue on social media is the goal for a business owner. But too often, it can seem like a challenge. How does a restaurateur entice a customer to upload a picture of their meal? How does an entertainment venue encourage customers to share a performance they recently saw on Instagram? These questions plague a business owner trying to develop a social media and marketing presence. 

Cracking the Code

Ryan Bishti has cracked the code on turning customers into a dynamic source of public marketing. Since the advent of his entrepreneurial career, Bishti has worked to break boundaries and build businesses that do something different. His business ventures have gone global thanks in part to his dedication to one rule: building social media into the business. 

The power of social media has only grown in the last decade. For Ryan Bishti and The Cream Group, it’s a core component of staying at the forefront of trends. Facebook, Instagram, and other social media titans aren’t going anywhere. Like any savvy entrepreneur, Bishti makes use of social media in all the conventional ways. Tools like infographics, videos, and ads all play a role in advertising his venues. But RyanBishti understands what turns a potential customer into an actual customer isn’t always an ad but another customer. So Bishti says he made it a point to develop a business model that encourages customers to use their social media. 

How Ryan Bishti Earns Those Tweets

But how exactly does Ryan Bishti earn that “like” or “tweet”? It requires a high level of tenacity and adaptability and a willingness to change with the trends. Bishti likes to point to the diversity in his projects as an example of these skills. After all, his Knightsbridge restaurant venture requires a different approach than his entertainment venues. To Bishti, it’s all about creating a unique, interactive experience at every venue for every client. Businesses have to provide such an extraordinary experience that customers want to share their good time with others online. 

Because of this dedication, customers to any one of Bishti’s venues are treated to unique aesthetics, entertainment, and cuisine that evolves to stay at the forefront of the industry. Providing this unique experience is part of Ryan Bishti’s signature and goals — he knows a stagnant business will fade, so he focuses on creating businesses devoted to staying fresh that can adapt and keep up with the ever-changing trends of hospitality and entertainment. 

Bishti’s methods are certainly compelling. Some people visit his venues just for the opportunity to snap a pic and share it online. It’s not hard to see why. The Cream Group’s venues take aesthetic and customer experience to unparalleled levels. Take The Windmill Soho — a historic London building that now hosts extravagant theatrical performances paired with Michelin star-quality food. Every performance is unique, every dish inventive, and every second an opportunity for customers to share their experience on social media. 

Take a Selfie!

Much of Ryan Bishti’s success comes from crafting an interactive, engaging experience at his venues from the ground up. His venues incorporate design features of the space to promote social media engagement from customers. For example, creating a dedicated “selfie space” or open area with vibrant decorations as a backdrop for a customer’s visit tells a customer, “Yes, you are welcome to share your story — we want to hear it too!”

This appeal to customers is an unspoken investment in their experience, as much as it is a request for their engagement. The customer always has a goal when visiting a venue. Perhaps it’s to have a fantastic birthday party, or maybe they’re there to celebrate a decade of marriage — all Instagram-worthy events. Whatever the reason, they chose that venue with the expectation it would fulfill their goal. 

How Ryan Bishti Turns Customers Into Marketers

Every promise fulfilled to a customer ensures the likelihood of coveted social media shares. As a hospitality innovator, Ryan Bishti seeks to make good on that expectation, that promise, for every customer. He does so by sticking to his cardinal rule: providing something not already on the market that entertains and excites people and does it well. He has an excellent track record of filling those niches. New concepts like an interactive experience to theatrical fine dining have brought a breath of fresh air to London’s entertainment circuit and customers looking for a night of adventure and novelty. 

When it comes to turning customers into marketers, Ryan Bishti’s methods work. His venues and brands stay present and provide a moment of engagement and escapism outside the norms of life for his customers. By creating exhilarating, fresh experiences, Ryan ensures every moment at one of his venues is a memory customers want to catch on camera.

[michaelandy101-blog]

Are You Able to Promote Like QVC?

New Post has been published on https://tiptopreview.com/are-you-ready-to-sell-like-qvc/

Are You Able to Promote Like QVC?

The creator’s views are fully his or her personal (excluding the unlikely occasion of hypnosis) and will not all the time replicate the views of Moz.

A photograph. Some textual content. A procuring cart button.

It’s the setup you’ve been used to because you had been Web-years-old.

Digital commerce has existed since the 1970s, passing by way of a prescient experimental part of telephone-based TV shopping within the 1980s, and setting the tone for the long run with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US shoppers spent $861.12 billion with online retailers in 2020. By making the “add to cart” ritual so acquainted, it could look like we’ve seen all of it relating to digital commerce.

However maintain onto your hats, as a result of indicators are rising that we’re on the verge of the subsequent online gross sales part, akin to the 19th century leap from nonetheless images to transferring photos.

If I’m proper, with its normal product photographs, standard e-commerce will quickly begin to appear uninteresting and dated in lots of classes in comparison with merchandise bought by way of interactive video and additional supported with post-purchase video.

Now could be the time to prep for a filmed future, and luckily, the path has already been blazed for us by house procuring chief QVC, which took over tv after which digitally remastered itself for the net, perfecting the artwork of video-based gross sales. In the present day, we’re going to deconstruct what’s occurring on QVC, and the way and why chances are you’ll have to study to use it as an search engine marketing, native search engine marketing, or enterprise proprietor — prior to you suppose.

Why video gross sales?

A sequence of developments and disruptions level to a future wherein many product gross sales can be facilitated by way of video. Let’s take a look at them:

First, everyone knows that people love video content material a lot, they’ve induced YouTube to be the #2 search engine.

Google has documented the expansion of video searches for “which (product) should I buy”.

Once we look past the US, we encounter the phenomenon that livestreaming e-commerce video has turn out to be in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

In the meantime, throughout the US, the pandemic induced a 44% increase in digital shopping spend between 2019-2020. We moved online final 12 months for each our fundamental wants and nonessentials like by no means earlier than.

The pandemic has additionally induced bodily native manufacturers to implement digital procuring, blurring former online-to-offline (O2O) boundaries to such a level that Web transactions are not the particular property of digital e-commerce firms. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based native product gross sales — might be seen as a boon to native manufacturers that reap the benefits of the search engine’s famed user-to-business proximity bias to rank their stock for close by clients.

At the very least, Google hopes to be the nexus of all this. The reality is, Google is reacting strongly proper now to consumers starting half of their product searches on Amazon as an alternative of on Google. Are you seeing adverts all over the place as of late informing you that Google is the perfect place to buy? So am I. With that large, profitable native enterprise index of their again pocket and with GMB listings lengthy supporting video uploads, Google has not too long ago:

Acquired Pointy to combine with retail POS techniques

Made product listings free

Amped up their nearby procuring filter

Tried to insert themselves immediately into shoppers’ curbside pickup routines whereas integrating deeply into information partnerships with main grocery manufacturers

Skilled large development in native enterprise opinions, and simply launched an algorithmic replace particular to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product outcomes showing in YouTube

Been noticed experimenting past influencer cameo movies to product cameos in data panels

In the meantime, huge manufacturers all over the place are entering into video gross sales. Walmart leapt forward within the shoppable video contest with their debut of Cookshop, wherein celeb cooks cook dinner whereas shoppers click on on the interactive video cues so as to add components to their procuring carts.

Crate & Barrel is tiptoeing into the pool with fast product romance movies that resemble fragrance adverts, wherein models lounge about on lovely accent chairs, creating the aura of a life-style to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for his or her web site and YouTube channel, full with hosts.

And, smaller manufacturers are experimenting with video-supported gross sales content material, too. Try Inexperienced Constructing Provide’s product videos for his or her eco-friendly house enchancment stock (with personable hosts). Absolute Domestics exhibits how SABs can use video to help gross sales of companies somewhat than items, as on this easy however nicely-produced video on what to expect from their cleaning service. In the meantime, post-sales support videos are a persuasive worth add from Purl Soho that can assist you grasp knitting strategies wanted whenever you purchase a sample from them.

To sum up, on the deep finish of the pool, live-streamed e-commerce and shoppable video are already in use by huge manufacturers, however smaller manufacturers can wade in with fundamental static goods-and-services movies on their web sites and social channels to help gross sales.

Now could be the time to search for inspiration about what video gross sales may do for manufacturers you market, and no one — no one — has extra expertise with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” multiple of my marketing colleagues has responded once I’ve pointed to the 35-year-old house procuring empire as the best way of the long run.

The reality is, I’d most likely 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 previous 30+ years to take pleasure in their made-in-Eire product lineup.

About seven occasions extra people with Irish roots dwell in the USA than on the precise island of Eire, but the procuring channel’s vacation broadcast is among the few televised occasions tailor-made to our well-known nostalgia for our outdated nation house. My household tunes in each March for the craic of inspecting Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewellery, whereas munching on cake produced from my great-grandmother Cotter’s recipe. Typically we get so excited, we purchase issues, however for the previous few years, I’ve primarily been actively finding out how QVC sells these things with such gorgeous success.

“Stunning” is the phrase and the wakeup name

QVC, which is a subsidiary of Quarate Retail Worldwide, generated $11.47 billion in 2020 and as early as 2015, practically half of these gross sales had been happening online — constantly putting the model within the top 10 for e-commerce gross sales, together with cellular gross sales. The corporate has 16.5 million consolidated customers worldwide, and entrepreneurs’ mouths will certainly water to study that 90% of QVC’s income comes from loyal repeat buyers. The typical QVC shopper makes between 22-25 purchases per 12 months!

Figures like these, paired with QVC’s sleek pas de deux incorporating each TV remotes and cellular units ought to command our consideration lengthy sufficient to check what they’ve achieved and the way they’ve achieved it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

Whereas provides final, I wish to invite you to spend the subsequent 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, together with your marketer’s eye on the magic occurring in it. Watch this whereas imagining the way it would possibly translate as a static services or products video for a model you’re marketing.

TL;DW? Right here’s the breakdown of how QVC sells:

Essential host

QVC hosts are personalities, many of whom have devoted fan bases. They’re skilled within the merchandise they promote, typically visiting manufacturing crops to highschool themselves. When on air, the host juggles selling a product and interacting with fashions, visitor hosts, callers, and off-screen analysts. The host bodily interacts with the product, highlights its options in considerable element, and makes their gross sales pitch.

For our functions, digital entrepreneurs are absolutely conscious of the phenomenon of social influencers taking up celeb standing and being wanted as gross sales reps. At a extra modest scale, small e-commerce firms (or any native enterprise) that’s adopted digital gross sales fashions ought to establish a number of employees members with the required skills to turn out to be a video host for the model.

You’ll want a spot of luck to safe relatable hosts. Simply remember that QVC’s secret formulation is to get the viewer to ask, “Is this me?”, and that ought to make it easier to match a bunch to your viewers. This instance of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host exhibits how easy and efficient a brief product video might be.

Visitor hosts

Many QVC segments function a consultant from the model related to the product being bought. In our instance, the visitor host from Aran Crafts is a member of her household’s enterprise, signing in remotely (because of the pandemic) to share the corporate’s story and construct romance across the product.

Relying on the mannequin you’re marketing, having a rep from any model you resell can be an additional belief sign to convey by way of video gross sales. Consider the back-and-forth chat in a podcast and also you’re virtually there. Small retailers simply reselling huge manufacturers could face a problem right here, however in case you have portion of stock from smaller firms and specialty or native producers, positively invite them to step in entrance of the digicam together with your host, as larger gross sales will profit you each.

Fashions

Regularly, gross sales displays embrace a number of fashions additional interacting with the product. In our instance, fashions are carrying these Irish sweaters whereas strolling round Ashford Citadel. Extra romance.

Different segments function fashions as topics of varied beauty remedies or as demonstrators of how merchandise is for use. Fashions and demonstrators was once normal in main American shops. QVC brilliantly televised this unimaginable type of persuasion at about the identical time it disappeared from real-world procuring within the US. Their gross sales figures show simply how enormous the need nonetheless is to see merchandise worn and used earlier than shopping for.

For our state of affairs of making online gross sales movies, such fashions could possibly be a convincing additional in promoting sure kinds of merchandise, and plenty of merchandise needs to be demonstrated by the host or visitor host. One factor I’ve not seen QVC do this I believe e-commerce and O2O native manufacturers positively may do is a UGC method of creating your buyer your mannequin, demoing how they use your merchandise of their real-world lives. Nearly everyone can movie themselves as of late.

Callers

There are not any dwell callers in our instance, however QVC historically will increase interactivity with the general public with on-air telephone calls.

In case your gross sales movies are static, you’re not fairly to the purpose of getting to study the artwork of dealing with dwell calls, however your product help telephone and SMS numbers and hyperlinks needs to be featured in each video.

Technique

“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 a component of magic to how QVC vends such an enormous quantity of merchandise, however it’s all data-based. They’ve invested so closely in understanding buyer demographics that they’ve mastered precisely the way to promote to them. Your shopper base could also be completely completely different, however the bottom line is to know your buyer so effectively that you just perceive the precise method to take when providing them your stock of products and companies.

One other excerpt from the article cited above actually will get this level throughout when speaking about visitor 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.”

Right here at Moz, there could also be Whiteboard Friday hosts you particularly take pleasure in studying from. As a enterprise proprietor or marketer, your job can be to establish proficient individuals who can mix your model tradition with shopper analysis and translate that right into a type of merchandising infotainment that succeeds together with your explicit buyers. Profitable QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, within the sweater pattern, means pairing QVC’s customer-centric, conversational promoting methodology with USPs and an aura of shortage. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP relating to rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — it is a robust USP primarily based on having higher costs than a traveler would discover if shopping for direct from the producer.

“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 way of urgency to immediate clients to purchase immediately.

Analytics

The instance presentation most likely appeared fairly seamless and easy to you. However what’s really happening “behind the scenes” of a QVC gross sales phase is that the host is receiving earpiece cues on precisely the way to form the pitch.

QVC’s analytics observe what’s known as a “feverline” of response to every phrase the host says and every motion they make. Producers can inform in actual time which verbal alerts and gestures are inflicting gross sales spikes, and talk to the host to repeat them. One host, for instance, dances repeatedly whereas demoing meals merchandise as a result of extra clients purchase when he does so.

For a lot of the manufacturers you market, you’re not prone to be known as upon to ship analytical information on par with QVC’s mission control-style setup, however you’ll want to find out about video analytics and do A/B testing to measure efficiency of product pages with video vs. these with static photographs. As you progress, analytics ought to be capable of inform you which hosts, company, and merchandise are yielding the perfect ROI.

Three O2O benefits

In a big 2020 survey of native enterprise homeowners and entrepreneurs, Moz discovered that greater than half of respondents intend to keep up pandemic-era companies of comfort past the hoped-for finish of COVID-19. I’d count on this quantity to be even larger if we reran the survey in mid-2021. On-line-to-offline procuring falls on this class and readers of my column know I’m all the time in search of benefits particular to native companies.

I see 3 ways native manufacturers have a leg up on their digital e-commerce cousins, together with behemoths like Amazon and even QVC:

1. Restricted native competitors = higher SERP visibility

Digital e-commerce manufacturers need to compete in opposition to a complete nation or the world for SERP visibility. Google Procuring’s “available nearby” filter cuts your market all the way down to native map-size, making it simpler to seize the eye of consumers nearest your small business. If you happen to’re one of many solely native manufacturers supporting gross sales of your items and companies by way of movies in your web site, you’re actually going to face out within the cities you serve.

2. Restricted native stock = extra convincing authenticity

QVC is definitely a powerful enterprise, however one downside of their methodology, no less than in my eyes, is that their hosts need to be endlessly enthusiastic about hundreds of thousands of merchandise. The identical host who’s exuding enthusiasm one minute over an electrical toothbrush is breathless with admiration over a flameless candle the subsequent. Whereas QVC’s amazingly loyal clients are clearly not postpone by the bottomless provide of power over each single product bought, I discover I don’t fairly consider that the enjoyment is repeatedly real. In my recognition of the gross sales pitch techniques, the corporate feels huge and distant to me.

70% of Americans say they want to shop small. Your benefit in marketing a neighborhood enterprise is that it’ll have restricted stock and an proprietor and employees who can realistically convey authenticity to the video viewer about merchandise the enterprise has hand-selected to promote. An enormous chain grocery store needs me to consider all of its apples are crisp, however my native farmer telling me in a product video that this 12 months’s crop is crisper than final 12 months’s makes a world of plausible distinction.

three. Even a small enhance in conversions = an enormous distinction for native manufacturers

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll learn in full. I wish to excerpt just a few that basically caught my eye:

84% of shoppers cite video because the convincing think about purchases

Product movies may also help e-commerce shops enhance gross sales by as much as 144%

96% of individuals have watched an explainer video to higher perceive a product they’re evaluating

The Native Search Affiliation discovered that 53% of individuals contact a enterprise after watching certainly one of their movies and 71% of people that made a purchase order had watched an online video from that model

Together with filmed content material on an e-commerce web page can enhance the typical order worth by 50+%

Video on a touchdown web page can develop its conversion price by as much as 80%

If the corporate you’re selling is among the solely ones in your native market to grab the alternatives hinted at by these statistics, consider what a distinction it could make to see conversions (together with leads and gross sales) rise by even a fraction of those numbers. Furthermore, if the standout UX and helpfulness of the “v-commerce” atmosphere you create makes you memorable to clients, you may develop native loyalty to new ranges as the perfect useful resource in a neighborhood, producing a recipe for retention that, if not fairly as astonishing as QVC’s, is fairly superb in your area.

Go n-éirí leat — good luck!

Such as you, I’m eager for the time when all clients can safely return to procuring domestically in-person, however I do agree with fellow analysts predicting that the style we’ve gotten for the comfort of transport and native house supply, curbside pickup, and tele-meetings is one that customers gained’t merely abandon.

Gross sales movies sort out certainly one of digital marketing’s largest challenges by letting clients see individuals interacting with merchandise after they can’t do it themselves, and 2021 is an efficient 12 months to start your investigation of this promising medium. My prime tip is to spend a while this week watching QVC on TV and inspecting how they’ve parlayed dwell broadcasts into static product movies that promote stock like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Able to study extra about video marketing? Attempt these assets:

Have to study extra about native search marketing earlier than you begin filming your self and your merchandise? Learn The Important Native search engine marketing Technique Information.

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[drummcarpentry]

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.

[lakelandseo]

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.

[epackingvietnam]

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

[bfxenon]

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.

[nutrifami]

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.

[xaydungtruonggia]

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.

[ductrungnguyen87]

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.