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The coronavirus pandemic has accelerated digital trends with 75% of Australians conducting some form of online shopping last year, as reported by We Are Social.
Online video trends were particularly high with 88.1% of internet users aged between 16-64 watching online videos in 2020, and YouTube taking out the top spot for most-used social media platform in Australia. Trends also saw usage of newer video platforms grow, with TikTok’s Australian usage almost tripling within that age group.
SOMFY
“With digitalisation as a key component of its global strategy, Somfy has been working towards the digitalisation of processes and operations in order to bring maximised value to the customer experience and its offer of services.”
The impact of COVID-19 has only accelerated this drive for digitalisation, with the recognition of online video as one of its key assets, according to Mary Ladu, Marketing Communications Manager for Somfy Oceania.
“The nature of 2020 saw online usage increase faster than it ever has before.”
“In Australia, the time Australians spent online jumped by 10% – roughly an additional 30 minutes per day.”
“We are in a great industry to capitalise on online video, given our products look best when they’re in motion,” says Ladu.
“Pressing a button on a remote and watching the blinds slowly close to provide privacy, or seeing the curtains effortlessly glide open to let the sunshine in looks incredible on video.”
Capitalising on the online video trends, Somfy has utilised YouTube for advertising via Connected TV (CTV).
“CTV is currently one of the fastest growing advertising channels and includes smart TVs or ‘Over The Top’ devices that give you access to streaming content, such as Apple TV or Chromecast.
“This form of advertising is really effective because the ads are unskippable, but unlike traditional TV, the audience reach is highly targeted.”
“We have also taken the approach of looking beyond the usual online video placements such as social media, and advertising to our audiences on Video On Demand platforms.”
VOD platforms include subscription streaming services like Netflix, Disney+ and Stan, but also incorporate catch-up TV services like 7plus, 9Now and SBS On Demand.
“The most popular media activity for Australians is still watching television but in today’s world, we don’t plan our schedules around TV. VOD allows us to watch the content we like whenever we want to.”
“Similarly, to CTV placement, VOD ads are unskippable and we can target audiences based on demographics, interests or even specific content.”
“The major advantage of CTV or VOD is the tracking and insights you receive, as with all online marketing efforts, something that is a major drawback of traditional TV.”
“Having the ability to measure your campaign results and adapt accordingly gives you the best formula for success.”
WHEN AND HOW TO USE VIDEO IN YOUR MARKETING – BAREFRUIT MARKETING
Charlotte White, Senior Account Executive at Barefruit Marketing says there are two types of video content to work with: 1) polished, professional video and 2) raw, unedited and authentic video.
“Professional, polished video content is necessary when first impressions count,” White says.
“This evergreen content should tell your brand story and put your products on showcase in a way that demand’s consumers’ attention. You can capture high-quality video content on a DSLR or new smartphone, and edit it using programs like Premier Pro, Biteable or iMovie.”
White said that people want to see up-close-and-personal shots of shutters, blinds as well as product demonstrations.
“These videos go on your website’s homepage, in newsletters, emails and in digital advertising. Post your polished videos on your Instagram and Facebook profiles, as well as IGTV and YouTube, of course.”
White says that raw, unedited and authentic video should be used in Instagram Stories and Reels, Facebook Stories and TikTok.
“We’re talking the type of stuff you capture on your phone day-to-day. Consumers want to make genuine and authentic connections with you in these online spaces, so the ‘real-er’ you are, the better.”
“Capture the ‘behind-the-scenes’ installations or the manufacturing process. People want to see it. More so, they want to see the faces behind it all. Don’t be shy of having your staff talk straight to the camera – give design advice, share top tips etc. Unlike your professional, high-quality brand videos, this content has a short lifespan because it will only live on socials for moment, so don’t get caught up on making it perfect.”
White says that when it comes to Instagram, don’t worry so much about posting on your feed all the time.
“Most users go straight to Stories, so use this to your advantage. And don’t forget to jump on trending music in Reels and on TikTok. All it takes is one video to go viral.”
“The power of video content is unparalleled in our current environment and every business should be taking full advantage of this. There are plenty of editing tools and apps for video creation out there, including Splice, iMovie, Adobe Premier Rush as well as the software available in both Instagram and TikTok. Just start to experiment and have fun.”
“Take one look online, and you’ll find global brands, small businesses and market-leading influencers (even your friends!) all vying for your attention with video content. Long gone are the days when a static photo would cut it; video has become a key marketing strategy.”
NORMAN AUSTRALIA
Retailers and wholesalers are switching to video for communication and marketing on the back of a year when QR codes and Zoom meetings became the norm.
“Everyone knew about YouTube and Vimeo, but not as many people had heard of Zoom, Google Meet or other online meeting platforms until early last year,” says Steve Payne, Marketing Manager, Norman Australia.
“The boom in the awareness of meeting software came during the first lockdown in March 2020 as this provided a way to keep in touch with staff and customers.”
“The team at Norman embraced this innovation and introduced webinars for their Retail Partners, which gave customers and their staff alike a chance to connect and learn.”
What started as a novelty during a time of crisis, has become an important part of Norman’s ongoing professional development according to Payne.
“With weekly sessions now being held live from Norman’s showrooms presenting the range of products and other areas important to business; like measuring, installation, marketing, customer service and most recently Norman hosted a keynote speaker over four weeks for their Retail Partners.”
“These sessions gave Norman’s Retail Partners a chance to reset and refocus after all the disruptions of the past year, hosted by an author and professional speaker.”
The advent of meeting software and other innovations have allowed Norman to amass a significant library of training resources, all available to their Retail Partners.
“This has been a great asset particularly for organisations new to Norman or any new staff members as travel restrictions have limited face to face meetings with Business Development Managers.”
“What has been learned through the process of online video is the importance of a good set up like lighting, having the right video resolution, remote microphones for presenters if they are not in front of a screen, and like all good marketing, great content.”
Norman has even developed online training modules with the novelty of an online test to check your knowledge and understanding, put together in house by the marketing and product development teams.
SHADE SELECT
Jeffrey Dohnt, Executive Director at Shade Select says the company has added QR codes to the company’s brochures which links to video content and conversion funnels.
“We think this should be the way everyone makes and markets within PDF brochures moving forward,” Dohnt says.
“We have digital PDFs and printable brochures with a QR code that can be scanned or clicked or tapped on.”
“This QR code will take you to a video that will be viewed by the intended audience to dive deeper and show the product, what it looks like and how it operated (, this shows a clean page, displaying YouTube embedded video of the same product.”
“Once they have watched the video it takes them to a click funnel to be contacted for a quote via our website.”
Dohnt says a QR code has been added to all brochures so customers can add the company’s contact information directly to their phones.
NEW ONLINE RESOURCES AT BLINDS BY PETER MEYER
Blinds by Peter Meyer has launched a Trade Resource centre, providing easily accessible resources including a wide range of marketing assets, tools, images, videos, brochures, technical information and installation guides.
“In addition, we also offer product and fabric updates, along with access to our newsletter, says Managing Director Simon Meyer. “This, combined with our new Virtual showroom accessible at https://www.petermeyerblinds.com.au/virtual-tour/ really helps the information flow through to our customers.”
“This is particularly important now that we are no longer able to visit them in person due to COVID-19 restrictions. The virtual showroom is a great educational training resource, as well as a sales tool that our trade customers can use with the end customer. It includes the ability to virtually walk into our showroom here at the Sydney head office, find the product they would like to explore, read some information and watch a short demonstration video. It’s both engaging and super easy to navigate.”
