Daily Report: SNA Foundation's North American Innovation Mission
SNA President Nancy Lane will provide daily reports from the road while traveling with the Innovation Mission. Eighteen community media executives are taking part in this week-long study to visit with some of the most innovative media houses in North America. The group is focusing on new business models and emerging content strategies.
Friday Morning Report: Selling Video Advertising Packages
Meriel Bradley, Executive Producer, The Digital Video Group, Metroland Media.
“Every client in your market should have a video.” These words of wisdom came from Meriel Bradley, Executive Producer, The Digital Video Group, Metroland Media, during one of the major aha moments of the entire Innovation Mission.
According to Bradley, “90% of consumers say that watching a video influences their buying decisions,” and “67% of Canada’s population viewed more than 5.6 billion videos online last year.”
Bradley came to Metroland with a background in TV and video and wowed attendees with a new product that she created called “ShopTalk.”
ShopTalk combines print, video, blogs and QR codes into a packaged buy. QR codes act as a bridge between print and digital experiences and “put product right in the palms of your customers' hands.” The typical ShopTalk package includes a 60 second video; 12 print ads (one per month); and 12 professionally written blogs (one per month). Metroland employees shoot the video and write the blogs (smaller companies could hire independent contractors to do this work). The advertisers are free to use the videos and blogs in other areas as well (on their own web sites for example) although Metroland retains the ownership rights. When readers scan the QR codes into their phone, they are able to view the video.
A snapshot of the informative presentation at Metroland Media Group.
The videos are informational in nature and generally do not include offers or deals. “Tips work best,” according to Bradley, such as a recent nursery owner providing tips about caring for hydrangeas.
Packages can be customized further to include multiple videos and more frequent print ads. Some customers are spending $10,000 - $30,000 per year on higher-level packages. The basic package is priced to sell and depending on the size of the print publication, might range from $350/month to well over $1,000.
The packages also include plenty of photos (taken while they are shooting the video) to include as visuals with the blogs. They have launched this product in their York Region (visit YorkShopTalk.com) and are in the process of rolling it out into other Metroland markets. They believe that the application can extend well beyond retail (health for example) and they plan to roll out other categories yet this year.
Innovation Mission participants Robert Brown, President and CEO of Swift Communications, left, and Terry Kukle, VP of Business Development at Metroland Media Group, center, with Betty Carr, VP and Regional Publisher at Metroland Media Group.
Innovation Mission attendees were excited about developing a similar strategy back home.
“ShopTalk was an aha moment
for me,” said Steve McHaney,
Co-Publisher/Vice President, Victoria Advocate.
“ShopTalk is definitely one of my top three take-aways from the entire trip” said Brandon Erlacher, Publisher, The Elkhart Truth.
SNA will certainly be following up on this exciting opportunity and will plan to feature more information at upcoming conferences and webinars.
December 5, 2013 @ 10:12 PM
Wonderful learn, I simply handed this onto a colleague who was performing a little analysis on that. And he really purchased me lunchtime as a result of I discovered it for him smile So allow me to rephrase that: thank you for supper! seo packages adult traffic Japanese cam
January 2, 2014 @ 4:11 AM
That is really attention-grabbing, You're a very skilled blogger. I've joined your rss feed and stay up for in the hunt for extra of your magnificent post. Additionally, I've shared your website in my social networks! asian sex cam live Japanese sex limo service san francisco
January 29, 2014 @ 1:40 PM
The SNA Foundation has been producing fairly popular video content for a couple of years now. Their videos currently reside on some of the more common hosting sites, but their revenue-sharing is absolutely paltry, so I'd like to see them take it to the next level, the way http://starlitewaste.com/
February 4, 2014 @ 4:45 AM
Thanks for the post and great tips..even I also think that hard work is the most important aspect of getting success.. netflix free account
February 9, 2014 @ 4:23 AM
This is really a nice and informative, containing all information and also has a great impact on the new technology. Thanks for sharing it, algemene elektriciteitswerken
February 13, 2014 @ 4:43 AM
A reliable blog always comes-up with new and exciting information and while reading I have experience that this blog is really have all those quality that qualify a blog to be a good one. h.c.a garcinia cambogia capsules
February 13, 2014 @ 4:43 AM
Well, very good post with informative information. I really appreciate the fact that you approach these topics from a stand point of knowledge and information. This is the first time, I visited at your site and became your fan. You are bookmarked. Please keep on posting. garcinia cambogia plus
February 13, 2014 @ 5:05 AM
It's a great pleasure reading your post.It's full of information I am looking for and I love to post a comment that "The content of your post is awesome" Great work! http://www.youtube.com/watch?v=ptpnJY1Kaks
February 18, 2014 @ 2:55 AM
A very wonderful article. It touches a lot of urgent issues of our society. We can not be indifferent to these problems. This article gives good ideas and concepts. Keep it up. Plantar Fasciitis treatment
February 21, 2014 @ 3:11 AM
Green Ruo Li, Burberry Outlet Online
, Green hygrophila Inclined rain do not apply for naturalization, Hollister UK Shops
, marching fine chunyu, Gucci Shoes UK
, stroking breeze traces, Ralph Lauren Outlet Online
, walking in the grass verdant, Coach Outlet Online
, wildflower fragrance brook trail, any rain wet me hair, Sacs Longchamp Pairs
, strung mist blurred his eyes, North Clearance Outlet Online
, brook two sides, Marc Jacobs Outlet
, willow Fanqing, Polo Ralph Lauren Outlet Online
, peach, Beats by Dre
, not far smile sweet, Canada Goose Outlet
, distraction the that put the light blue rundlet, stepping bluestone pavement, North Jackets Clearance
, looking for spring atmosphere, Michael Kors Outlet Online
, Soft rain gently falling, Michael Kors Outlet
, beating the branches of the season, http://www.guccishoesfactories.com/
, fragrance exudes the outskirts of the soil, Coach Factory
, the breeze, Ralph Lauren UK
, river Dangqi the Coach Outlet USA
layers of ripples.
February 23, 2014 @ 7:41 AM
I am glad this it turned out so well and I hope it will continue in the future because it is so interesting and meaningful to the community. Relationship Tips by Breast Cancer Emotion
February 25, 2014 @ 4:46 AM
I am glad that it turned out so well and I hope it will continue in the future because it is so worthwhile and meaningful to the community. Full Money System
March 6, 2014 @ 10:52 PM
Getting started with any new training program can be rather difficult, and stepping into a CrossFit gym for the first time may be especially intimidating. In many cases, people who have been doing CrossFit for some time often have fantastic bodies and they are completely comfortable being half-naked and revealing their great abs.workout routine 101
March 6, 2014 @ 10:52 PM
You may discover groups for almost any interest within LinkedIn, Myspace, and actually Twitter, and develop relationships along with other those who are interested inside a common subject.socialmedia-training
March 6, 2014 @ 10:53 PM
Therefore they are a few advantages that you’ll be getting should you may select as well as get providers associated with greatest and many trustworthy prospecting businesses.auto part stores