I’ve written a bit about the show we produce for Stronger Families, a non-profit organization that advocates for healthy marriages and strong families. The show (Stronger Families LIVE with Jeff Kemp) does an outstanding job of picking the brains of marriage experts with a variety of special skills.
We worked hard to deliver a Pay-Per-View program that added a great deal of value to our viewers, but we wanted to further extend what we could offer people in need of this kind of content AND further increase revenue.
I just got a peek at the results of one of my favorite tips for increasing the revenue brought about by any Live Streaming Video production; that is, by creating an “available-for-sale” DVD.
By working with our DVD/CD manufacturing partner (Acutrack), Stronger Families took their Pay-Per-View episodes and packaged them into this retail-quality DVD seen on the right.
For the first four episodes we produced, they plan to create two DVDs—each with two episodes.
Doesn’t this look great?!?! They did a wonderful job putting everything together and have successfully created THREE revenue streams from the Stronger Families LIVE pay-per-view production:
- Live Pay-Per-View
- Post show Video-On-Demand
Who is Buying?
What’s interesting about the DVD is an analysis of who is buying. As expected, people who attended the live event and wanted to preserve what they learned for further reference have purchased a DVD. But two other groups have been added to that first group of buyers:
- Live Pay-Per-View customers who attended
- Live Pay-Per-View customers who were unable to attend the live show
- People who missed the live event but still wanted the content
What’s great about this is that the investment in the live event will be paying dividends to Stronger Families for years.
Total Income Streams
If you add up all the income streams from this production, you’ll get a total of FIVE:
- Live Pay-Per-View
- Post-show Video-On-Demand (Non-PPV Signups)
[PPV Signups were allowed free access to the Video-On-Demand)
- PPV Attendees
- PPV Signup, Unable to Attend
- Non-PPV Signups
By adding a video-on-demand and DVD option, Stronger Families has tripled their income options for Stronger Families LIVE. Pretty nifty.
You Can Do the Same!
The key to increasing your revenue OR marketing value is to ensure you are recording your live streaming video production in such a manner as to allow for the reuse as either a high-quality video-on-demand offering or a DVD. This means that recording your live event as a FLASH video is not good enough. Be sure to record in a non-Flash format that is capable of being eventually rendered in a quality suitable for DVD.
As you can tell, I’m excited about all this. How about you? Are you considering producing a live streaming video production and adding a DVD component to the overall offering? Have you already done so? Let me know. . .I’d love to shine a flashlight on others with similar success (or concerns).
Last week was very exciting for PodWorx. While we’ve been doing Live Streaming Video productions for awhile now, at 6:30PM Pacific last Wednesday, we produced our first pay-per-view event!
The show (which is ongoing. . .we have another broadcast coming up on Thursday) is called Stronger Families LIVE with Jeff Kemp. It’s hosted by the ex-NFL quarterback and features an interview with an expert in family matters, followed by a live question and answer session between our guest and the live audience.
I’m happy to report that the show was a big success. Stronger Families saw revenue well in excess of
$1K $3k and the feedback we’ve received has been outstanding. Here’s five reasons why I think we were successful:
One of the most challenging aspects of Stronger Families LIVE (SFL) was attracting great guests to a live streaming video production that was completely unproven. We knew it would be a great show. We needed to help others discover that fact.
Stronger Families the organization had never done anything like this before. So, to establish credibility where there was none to demonstrate, our first step was to write a Joint Venture Proposal that resonated with these potential partners.
We covered many things in the proposal, to be sure. We were especially interested in explaining the problems we were going to solve using this form of broadcasting and the benefits to the partner. In our research, we knew that extending a partner’s brand awareness, providing access to an untapped audience, participation in this new broadcasting method, adding additional revenue to their bottom line and no need to travel would be interesting.
To date, 100% of the people we’ve approached have accepted our offer.
Besides a strong JV Proposal, we needed to craft an Effective Sales Page that would help potential audience members discover how SFL could assist those seeking help with their marriage.
The sales page featured a natural, unscripted video by Jeff Kemp and was followed by a sales letter written from Jeff’s perspective. It described the problems folks may be having in their marriage, what they’ve likely tried to do to make things better, and ended with our solution. Towards the bottom of the page, we made it very easy (AND OBVIOUS) how to sign up for the show.
2. More Marketing
Having a great sales page is one thing, but if nobody shows up, what good is it? To drive traffic, we relied on several online marketing techniques, but our biggest push came via E-Mail Marketing.
We crafted a series of emails that were sent out at specific intervals to introduce people to SFL. Our goal for the email was not to explain how great SFL would be. Instead, our goal was to create curiosity. From a sales perspective, a curious prospect will engage, a non-curious prospective will not. So, the tenor of our email was quick credibility establishment + curiosity creation.
Stronger Families also did a GREAT job in highlighting SFL on their Home Page. They created two different areas that feature graphics meant to drive visitors to their sales page.
They also created a series of web banners and flyers for their partners to use as additional sales/marketing content.
After bringing together all the audio and visual content needed for the show, we practiced, practiced, practiced.
This was a bit of a challenge because Jeff was not able to rehearse AT ALL until the day of the shoot. Nonetheless, we used stand-ins for both Jeff and our first Skype-based guest and rehearsed our opening, guest introduction, question and answer session, and show close. We spent hours ensuring we knew our cues, sound levels, camera angles, and chat participation methodology to ensure that when Jeff (and Stronger Families biz dev manager Noel Meador) arrived in Las Vegas, we were going to be able to focus our attention on coaching Jeff and Noel (Noel was our conduit between the chat room audience and Jeff). They were VERY IMPRESSED with the level of professionalism we displayed. . .this was no accident.
4. High-Quality Production
Starting with the two customized destination webpages we developed for SFL (one for individual audience members, one for group access), the design was clean, with no distractions that are found on your typical live streaming video environment (Ustream, Livestream, etc.) The design featured just three things:
1. SFL Branding
2. Live Streaming Video Window
3. Chat Window
The design allowed the audience to see the live video and their chat room on one screen. There was ZERO advertising, ZERO popups, ZERO distractions.
Equally important, the quality of the streaming video was outstanding. We use a robust Content Delivery Network that has over 20+ points of presence in two continents. The lag time between live and stream was about 3 seconds. The video clarity was great, as was the sound. As you can see from the video above, it looked great. When our special guest was introduced, we used directorial techniques found in broadcast television (transitions, two-shots, lower thirds, etc.).
5. Audience Engagement
To be honest, this is always a concern. I’ve done live streaming video productions where audience participation has been very high and almost non-existent. The good news is, for SFL, we were overwhelmed by questions from the audience!
This, in large part, was due to several factors:
1. GREAT CONTENT: Jeff and our special guest did a great job in delivering content that people wanted to engage with.
2. PROMOTION: We made it clear in our advertising that one of the big benefits to attending SFL was to have the opportunity to ask questions. This is an opportunity that is usually not available to the guests we booked.
3. REMINDER: I had set up a reminder prompt within the chat room to periodically send a global message in the chat room on how to ask a question.
4. PARTICIPATION: Noel, from Stronger Families, was an active participant in the chat room, acknowledging questions, interacting with those in the chat, and providing direction.
A final thought – another big bonus to our audience—one that we highlighted in our sales copy—was that they didn’t need to attend the live show to benefit from its content. A video-on-demand version of all Stronger Families LIVE episodes are being made available soon after each show is completed. We believe this was a strong motivator as well.
Have you thought about developing a live streaming video production? If so, I hope these tips are helpful to you, regardless of whether it’s a pay-per-view or no-cost production. I’d be interested in hearing what others have done to create a successful show as well. Let me know!
Why Would You Encourage Business Owners to Incorporate Podcasts and Videos into Their Marketing Strategies?
Last week, I was interviewed by Crystaltech, the company that hosts all our websites/blogs/podcasts/live streaming video productions, for their latest newsletter and blog. The interview covered a few different topics, but I felt the answer to one of the questions posed during the interview would be helpful to readers of this blog.
Why would you encourage business owners to
incorporate podcasts and videos into their marketing strategies?
My answer had less to do with podcasting and video specifically and more about the problem all websites have created. For me, rolling out a podcast/live streaming video production isn’t about how cool either of those things are. It’s about whether you recognize the problems traditional websites have created and if you are interested in solving those very same problems.
Here’s what I said in the interview. I welcome any comments!
First, I don’t think podcasting and live streaming video is a fit for every company [emphasis added]. I think a certain type of embedded video is a fit across the board, if done correctly.
That said, when considering your online marketing strategy, you first need to take a hard look at your website. Truth is, the websites of today aren’t performing any better than the websites of the mid-nineties. The reason is because we’re still creating what amounts to a bunch of electronic brochures…and nobody cares about our electronic brochures. And the numbers bear this out. The average amount of time somebody spends on a website is one minute, and half those people only last eight seconds. Unless you have a story that can be told in eight seconds, you have to figure out how to keep people engaged longer so you can speak to the problems you can solve, and separate yourself from the competitive herd.
As we say on our website, what’s really needed to increase the connection between you and your prospects is to stop producing yet another bit of written marketing collateral, and try something better–and much more impactful. You can turn the day-to-day efforts of your company into an ongoing story that gives your listeners a real sense of who you are, what you do, and how you are solving the problems facing your customers and prospects. That’s why our customers podcast.
Video, regardless of whether it’s live streaming video or on-demand, when done correctly, solves a major challenge most websites unintentionally create when it comes to a company’s perceived approachability. Remember, with a website, I never have to speak to a human. If you recognize that your employees are among your most valuable assets, not providing a window into these important people is bad business. Our customers use live streaming and on-demand video to improve their approachability in the eyes of their prospects and customers, thus shortening the sales cycle.
- Determine medical eligibility (are they physically fit enough)
- Managing fear
Simple enough. The problem is that “managing fear” is a sales objection that stops many doctors from being able to help their potential patients in the first place. This, naturally, has a negative impact on a doctor’s ability to fill his sales pipeline.
Interestingly, after a procedure has been completed, many patients announce that “it was nothing” or “it was much easier than I expected”.
A perfect example? LASIK.
Dr. Richard Rothman, the most experience LASIK surgeon in Nevada (over 30,000 procedures) and the owner of LASIK of Nevada, recognized that instead of trying to explain away that fear on his website (which, by the way, PodWorx developed), it would be more helpful for potential patients to actually see what a LASIK procedure is all about.
This coming Tuesday (6/23) at 5pm Pacific, PodWorx and LASIK of Nevada will do just that. We will present a complete LASIK procedure LIVE, via streaming video.
Featuring 104.3FM DJ “Cadillac Jack”, Dr. Rothman will pull back the curtain and show folks what the entire process is like. . .from the time Cadillac Jack arrives at his facilities, through the preparation and actual procedure, to the time he leaves, post-procedure, wearing his cool new Ray Charles sunglasses (and no longer having to wear regular glasses anymore).
And guess what? This will be covered live on 104.3FM as well!
But Wait, There’s More
Dr. Rothman has done many procedure on local DJs. One of the problems during these live remotes is that there tends to be a rush of callers listening to the show interested in getting LASIK for themselves. Occasionally, this rush of calls would overwhelm their switchboard, leaving potential patients to wait. . .and sometimes hang up.
We will solve this problem as well.
We have designed a live streaming video page that includes a simple form that folks can use to take advantage of the promotion LASIK of Nevada will be running during the live show. This way, nobody gets left out. A win for the listeners/viewers. And a win for LASIK of Nevada.
Here’s the info for the show. If you’ve been thinking about LASIK, or are even remotely interested in live streaming video, I’d check it out.
Date: June 23, 2009
Time: 5:00pm Pacific (estimated time)
Now, here’s my question to you – how can you use Live Streaming Video to remove a sales objection in your business?
p.s. Almost forgot to mention. . .guess what LASIK of Nevada will do with the video that we’ll shoot during the live event? Exactly. Use it to add fresh, entertaining and educational content to their website.
The problem with many online marketing efforts is the difficulty determining the Return On Investment (ROI). For PodWorx, our podcasts and Live Streaming Video productions are designed to help our customers do one (or both) of two things:
- Make More Money
- Motivate People to Take Action on our Customer’s Behalf
For our latest Live Streaming Video production (QBS Live Mondays), I wanted to see how (or if) the additional of this video offering would effect the performance of the customer’s email marketing efforts. Specifically, I wanted to know if adding video would lift their email open and click-thru rates.
I compared the performance of QBS Research’s May 2009 Newsletter (emailed to their list on 5/5/09) with the announcement of the QBS Live Mondays show (emailed on 5/28/09).
The company’s May 2009 Newsletter had a 17.6% open rate and a 11.8% click-thru rate. The email announcing the QBS Live Mondays live show improved both measurements:
- Open Rate: 22.9% (an increase of 30.1%)
- Click-Thru Rate: 17.1% (an increase of 44.9%)
I should note that there were other links within the email other than to the video content. Interestingly, the links to the video content accounted for 64.7% of all the click-thru within the email. In other words, close to two-thirds of all clicks went to the video links.
As I continue to measure the effectiveness of our podcasts and Live Streaming Video productions, I’ll be sure to pass that information along to everybody reading this blog. If you have any questions, please leave them as a comment below.
As I mentioned in my last blog post [When it Comes to Live Video Streaming, Watch This Space], as we look to extend the amount of time somebody spends on our websites from tens of seconds to tens of minutes (so that you may have a reasonable amount of time to tell your story), I have discovered the hidden power of Live Streaming Video Productions. I am now ready to share what I’ve learned with you.
Having spend the last three months researching, testing, implementing and documenting what works and doesn’t work in the Live Streaming Video Productions space, I have developed a Live Streaming Video “Business Brief” that will bring you up to speed on the do’s and don’ts of this exciting new sales, marketing and ultimately organizational-enhancing technique.
For the details, visit the brand new Ask Scott Whitney microsite. Depending on the response, I may limit participation to ensure I’m able to answer each person’s questions. And because this is an invitation-only event, you’ll need to follow the easy instructions found in the video to receive the URL and password required for participation.
I look forward to presenting you with this fascinating content. See you at the session!
2009 marks the year of business-based online video. There is no question about this trend.
Because the time a visitor spends on your website is usually measured in tens of seconds versus tens of minutes, you’ll find that online video, with its ability to capture a person’s attention quickly using both sight and sound, is becoming a top five imperative to those who expect their online presence to do more than act as an e-brochure.
Not surprisingly, the power and immediacy of live television has made its way into the online video world as well. Say what you will about the “old media” of television, millions more people seek it for entertainment and education than do those online. This has lead many companies to begin putting into place Live Streaming Video as part of their marketing/branding/online revenue-generating practices.
For quite some time now, I have been working out the details of a professional-level Live Streaming Video concept that, according to the feedback we’ve received so far, is right on the mark. In the next week or so, I will announce a free training event that will walk the participant through each of the areas to consider when preparing to launch your own Live Streaming Video event. (Not surprisingly, the free training will be. . .wait for it. . .via our own Live Video Stream.)
Keep an eye on this space. I will announce the registration for the free training on this blog. Hope you’ll join us.