To Shoot or Not to Shoot? Why Video Belongs in your Marketing Mix

It’s a standard question we ask every new client: “Do you have any videos we can use?”

Surprisingly, the majority of our clients answer no. Why when video is so pervasive? Whether it’s a quick, 30-second video of a pair of shoes we’re tempted to buy or a video of our favorite professional athlete hitting a walk-off home run – it’s a fact that video touches us all on a daily basis.

What keeps you from adding video to your marketing mix? Likely the answer is time and budget. In fact, according to Buffer 73% of marketers said they’d create more video content if there were no obstacles like time, resources and budget. And, if it’s not time and budget then the other answer may be, “We’re too technical for video.”

Well, time and budget may continue to be an issue…but let’s explore “too technical” and why this should come off of your list of reasons NOT to shoot videos.

First, let’s start with a few stats that might help push the needle in favor of video marketing: 80% of users can recall a video ad they viewed in the last 30 days. And, before reading any text, 60% of site visitors will watch a video if one is available.

Buffer shares other video marketing stats here:


With these stats in mind, it makes sense to rethink video.

But, you may be feeling like your company isn’t right for video. Think again. Every company has a target audience with individual decision makers that digest content in different ways. Some rely on news feeds, some on white papers and others on various forms of online content. This fact is why marketers communicate in a variety of ways.

Video is a very compelling marketing tool as it is easily consumed in bite-sized chunks. And, even the most technical of stories can be told via video. The key is to understand your audience and what they need to make a buy decision. Ask yourself, “What are my sales prospects searching for online?” Almost any way you answer this question can be wrapped up with a bow and delivered via video.

It may be that your prospects are looking for:

  • Benefits videos on your new product
  • Motion graphics videos that highlight key applications
  • CEO providing the company vision
  • Training or demo videos
  • Tutorials in an explainer format
  • Lifestyle videos showing your product in action

You name it – there are endless opportunities for video content in your marketing mix. So, set aside the skepticism about your company message, and whether it’s good for video, and pencil some ideas for your video marketing strategy.

Don’t Get Spooked by CES

On the list of things that have the potential to frighten, CES – the biggest consumer tech tradeshow of the year – can rank right up there with the latest episode of American Horror Story for those of us in tech circles.

If the mere thought of Las Vegas in January makes your heart race and palms sweat, we’re here to put your fears to rest. You need an exceptional PR and marketing partner to guide you through CES, and we’re it. #TeamLages has been there and done that – over and over again. We have a full spectrum of tech experience working alongside everyone from startups to billion dollar enterprises. Our years of experience will get you the media attention and analyst connections you are looking for.

You have 74 days (and counting) to prepare – let’s get started, shall we?

Here is the recipe for CES success:

First things first. What do you need help with at CES – how are you going to start building a buzz? Here’s a list to help you start brainstorming.

  • Product Launches
  • News Announcements
  • Messaging
  • Social Content
  • Pre-show Promotion
  • Awards
  • Media/Analyst Appointments
  • Show Coverage
  • Insider Suite Demos
  • Influencer relations
  • Campaign themes

No matter what program components you select above – they need to be compelling and resonate with your intended audience. We want CES buzz to grow into coverage and meaningful relationships with media and analysts. Think CNET, Gartner, The Wall Street Journal, Frost & Sullivan, Anandtech, TWICE, Tom’s Hardware, Forrester, Digital Trends, and more – it’s critical to get in touch with media and analysts well before the show and also beat holiday vacations/shut downs.

Get a Move on in November:

  • Time is of the essence: Ideally, messaging and assets (photos, videos, collateral, etc) should be completed before the Thanksgiving holiday. This will allow you to finalize your show strategy, begin outreach to media, draft your news release and package materials that tell your story.
  • Media outreach should start this month – the earlier the better. It’s best to pulse media and analysts from your customized database and find out who is attending and get on their radar. Keep an eye out for the CES pre-registered press list as well – to identify contacts that are relevant to your market, product, etc.
  • Do you have a show floor presence? Not every company does – and not every company needs one. Consider affordable media events (approximately $6-12K) such as Digital Experience and ShowStoppers instead. These events are media receptions that enable exhibiting companies to directly meet with more than hundreds of pre-qualified journalists, analysts and key industry influencers.
  • Are you interested in awards? Many have deadlines this month and early in December – i.e. CES Last Gadget Standing, Engadget’s Best of CES Awards, Videomaker’s Best of CES, TWICE Picks Awards, CE Pro’s CTA Mark of Excellence Awards, etc.
  • On-stage or live interview opportunities are also booking this month. If you’re interested in presenting your product, it’s time to pitch these and try to secure an interview spot – i.e. BeTerrific!, CESTV, TWiT.TV, Tech Talk with Craig Peterson, etc.
  • Have you decided on your premium items or giveaways? (i.e. bouncy balls, notepads, bags) – You’ll need these in hand before the show, so make sure you have enough time to order them.

December is crunch time:

  • By now, your news release should be finalized – and you’re deciding on a date during the week of CES to issue it over the wire. This is also an ideal time to offer up advance copies of your news release, so that media can plan their stories. It’s also key to offer an online press kit – we recommend a Dropbox – with the news release, photos, videos, fact sheets, FAQs, etc.
  • It’s time to get on media and analyst’s calendars. Outreach began in November, but now it’s critical to get on their schedules and book appointments. Make it easy for them to know where you are – give the building/hotel you’re in, the hall location and booth number. If you’re at a media event, expect media and analysts to stop-by your table (after all, your outreach let them know where to find you). You’re on their radar, and both ShowStoppers and Digital Experience provide ample time for them to swing by to learn more.
  • Finalize your schedule! It’s time to gather all the media and analysts that expressed interest in one place. A meeting schedule compiling day-by-day booth appointments, stop-bys, interview locations, etc. is helpful to keep your spokesperson(s) on schedule and in the loop. For appointments, creating background documents that include relevant details, recent articles, analyst reports, etc. can make all the difference in building a good relationship face-to-face at the show. It’s best to review this for each media or analyst prior to your meetings.

January – here we go!

It’s time to make a splash! You’re welcoming the New Year and CES: The show is January 8 – 11, 2019.

  • Your news release is crossing the week of CES – and it’s critical to follow-up with all of the media and analysts who expressed an interest in your news. It’s best to send over a brief note with the link to the news release – and if they’ve booked an appointment, reiterate the meeting details (date, location, time), give your cell phone number just in case they need to connect, are running late, etc.
  • Messaging is key: For those staffing your media event table, hotel suite or show floor booth – run through key messages, master your elevator pitch, review materials, and don’t forget to snag contact information for those you interact with (especially media and analysts).
  • Post-event outreach is a must. CES is massive, so if someone misses an appointment – that’s okay. You got them on the hook and sent them your online press kit, so after the show is over – it’s prime time for post-event follow-up. That also goes for those you met with during CES. Following up with a thank you, items they asked for during an interview, and/or checking in to connect later that month are tactful ways to close the loop on these interactions.

Take a deep breath. Relax. You’ve got this – and help is just an email away. Send us a message to learn more about how we can help: