Launching New Ventures With Marketing Videos

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I’ve been a big fan of Half Price Books for a while. I used to buy a lot of books there (pre-Kindle), and recently Mrs. G and I have sold a TON of books to them. I caught one of their marketing videos the other day and it spurred a couple of thoughts.

Getting attention for something new

First, video is a great way to launch a new product or in this case… a new store location. Half Price Books posted this video in July about its new Austin, TX location and it has over 1,100 views. Now, in an age when everyone is looking for the next million-view viral video, that might not seem like much. However, I challenge you to think about it from a more realistic perspective.

That’s more than 1,000 people they enticed to sit and watch a video about the new location. Think those people will check it out? I can only imagine the video moved them in that direction. Now think about the last thing you launched. How would you like a 1,000 person head start letting people know about it? That’s what producing a quality video can do.

Half-Price BooksMulti-purpose marketing videos

Second, this could also be used as a multi-purpose video. It features a short voice-over at the beginning about the new Austin store, but the bulk of the story really features testimonials about why people like the company. That testimonial core could be used again as a stand-alone marketing video for the entire company, or if they open another store, all that’s needed is a new open with the new store information.

Producing a launch video is a great way to generate some enthusiasm for your new venture and, in the right circumstance, it might even be a good value for your marketing dollars.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

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