If you watch the video in today’s post, you could very well end up A) nodding your head along with everything Carly and Jay have to say, and B) itching for an outdoor adventure vacation of your own.
If that’s the case, too, I’m willing to bet you’re a lot like Carly and Jay, demographically speaking. And that’s no accident or coincidence. We’re counting on it.
See, with online video, it’s not enough to just shoot, edit and upload, then cross your fingers and hope you get viewers and, as a result, customers. To make sure your time and resources are well spent in producing online video, it should be done under the guidance of an informed content strategy. Here’s what I mean.
Our partners at Mythology Marketing came up with an extensive customer segmentation array that puts these two natural web video celebrities squarely within one or two of 11 representative customer groups for ACE Adventure Resort. Guided by the Second Pillar of Meaningful Marketing — Priority — thorough integrated marketing will mean addressing those segments in different ways, with different messages.
It’s important to place this approach in comparison to a product-centered content strategy. With a product-driven content roadmap, storylines will predominantly focus on the item or the service offered.
And a wealth of information can be gathered, as well, when a mixture of video from both content strategies is distributed across dozens of channels on the Internet. More distribution points pop up each day, and most give great analytic insight.
ACE’s catalog of 35 online videos has amassed more than 180,000 views, and viewership continues to spread with the tidal wave of social media.
So maybe the clip speaks to you, maybe it doesn’t. We’d love to hear your feedback, either way.
Tags: ACE Adventure Resort, Content, strategy, video
…and the best part about our vacation was that we had a production crew following us the whole time, so that we could remember every second!
Ha ha, just kidding. That was awesome. Great strategy. Content strategy. I like the technique.
The part I don’t understand is how this adheres to your “Second Pillar of Meaningful Marketing — Priority, addressing those segments in different ways, with different messages.”
It seems to me that this video addresses one segment, the late 30’s/early 40’s white, middle-class couple. Would the different messages be the different activities? Again it seems like one message: you can do all of these adventures in one place.
Thanks for checking out the blog, Chad.
And, yes, this is just one in a series of clips featuring all the different groups that visit ACE: families large and small, church groups, Scouts, guys’ and ladies’ getaways, etc. There really is something at ACE for everyone, so it takes a variety of views to speak to them all.
Only rarely does one video speak to them all. Fortunately, we created: The 4th of July Blob Big Air Contest.
Ha Ha! Of course that is just one video of many that speaks to “an extensive customer segmentation array that puts these two natural web video celebrities squarely within one or two of 11 representative customer groups.”
It was late last night when I read it so I was probably not thinking rationally.
And I did see the Blob video. One of my favorites so far. Especially because of the “50’s-style scary movie font” for “The blob.”