Does online video work? The acid test.

[JR]

You be the judge

Ok here is the deal. There is a golf course that I know that has allowed me to try a little experiment using online video so we know the target demographic market – golfers.

The product. The Michelin starred Elephant Restaurant.

The brief from the restaurant.

To dispel the myth that having a Michelin star means small portions and snobby service
To dispel the myth that it means expensive prices
To raise awareness of the restaurant with the golf club members and create a talking point
To introduce Simon the chef as a normal fun human
To get bookings

Mechanics
Three videos that change weekly all carrying a slightly different message
A competition to win a meal for two to the value of £100
The chance to win a meal for two via a competition
Promotion via a daily report, sent to members, and via the Tee Booking page on the web site

It has been running for four days so far with good results and a couple of bookings. However I think I might have run into a real world issue which I will say more about later.

I would be interested to hear your thoughts on this campaign. Plus when the campaign ends, before Christmas will put a report in here as to it’s success, warts and all ;)

I hope you will find this an interesting exercise in evaluating the use of online video and if it all goes Pete Tong at least I can start the 2010 looking for a new career.

Thank you for your interest.

Please don't ask why there is a snooker player on the home page - it's a long story and nothing to do with this ;)

Start here - http://www.churstongolf.com/book.html - bottom right of the page

John

[VeitSchenk]

John,

quick feedback that might make it even more successful:

- I'd test with sound on http://www.churstongolf.com/book.html (at the moment I don't get any sound there) to see if that increases conversions
- I'd also test different link-text (not just "what's so funny" -- some reference to the big prize you're giving away? "laughing all the way to the bank?...."

when you get to the promo-page (http://www.playgolftoday.co.uk/partners.php?club=churston&business=sponsor)

- host the video on amazons3 please, this took far too long to load
- test having the player on auto-play -- OR have one of those massive triangular play buttons in the middle of the player, so it's clear you need to press it to view the video
- the whole page is blah-blah-blah. And only at the bottom do you mention the competition. If this page is about the competition, make it about the competition.
- now a big question: what's your target audience? How well off are your golfers? (seriously, is it an upmarket golf-club, is an inner city golf-club....). If up-market, then the 10% aren't that important. What would be important would be e.g. being at the special "chef's table" or something similarly exclusive, not everybody can get.
- maybe I missed it in the video, but the answer to your quiz isn't in the video, right? Make sure it's a question you can answer after watching the video (and tell them: "the answer is in the video" -- that way more people will watch it and are thus exposed to all that lovely marketing in the video.
- I personally don't find the 10% discount BUT only from 6am-11am and only if it's the 15th of the month and it's a full-moon exclusion very appealing. Hey, we're talking about getting new clients (potentially wealthy ones too!), so make it "10% (or more!) for first-time customers, any group size, any day, any dish." And during that first-time visit you knock them off their feet that they won't even be asking for a 10% discount on their repeat visit.

[JR]

Hi First thanks for the feedback. Already interesting comments and proving that there is no manual for creativity ;)

John,

quick feedback that might make it even more successful:

- I'd test with sound on http://www.churstongolf.com/book.html (at the moment I don't get any sound there) to see if that increases conversions

* I think it works better with no sound on that first page as it creates an interest - as in I wonder what that is? As opossed to getting everything in one hit

- I'd also test different link-text (not just "what's so funny" -- some reference to the big prize you're giving away? "laughing all the way to the bank?...."

* I am crediting this audience with intelegence. As in I dont beleive come and get it before it all goes works for these folk - could be a mistake ;)

when you get to the promo-page (http://www.playgolftoday.co.uk/partners.php?club=churston&business=sponsor)

- host the video on amazons3 please, this took far too long to load

* I agree but it was not my decision.

- test having the player on auto-play -- OR have one of those massive triangular play buttons in the middle of the player, so it's clear you need to press it to view the video

* Interesting. Personally I hate those big play buttons. The issue of auto play is always an interesting one. What if someone is in a busy office? I think the user should be in control

- the whole page is blah-blah-blah. And only at the bottom do you mention the competition. If this page is about the competition, make it about the competition.

* It is not all Blah. Plus the client has very good reasons why he needs to limit the offer and set some rules up front.

- now a big question: what's your target audience? How well off are your golfers? (seriously, is it an upmarket golf-club, is an inner city golf-club....). If up-market, then the 10% aren't that important. What would be important would be e.g. being at the special "chef's table" or something similarly exclusive, not everybody can get.

* I would agree. In fact we talked about a cooking afternoon with the chef but it was not possible in the time frame we had

- maybe I missed it in the video, but the answer to your quiz isn't in the video, right? Make sure it's a question you can answer after watching the video (and tell them: "the answer is in the video" -- that way more people will watch it and are thus exposed to all that lovely marketing in the video.

* Telling them the answer is in the video is a good idea :) Thanks

- I personally don't find the 10% discount BUT only from 6am-11am and only if it's the 15th of the month and it's a full-moon exclusion very appealing. Hey, we're talking about getting new clients (potentially wealthy ones too!), so make it "10% (or more!) for first-time customers, any group size, any day, any dish." And during that first-time visit you knock them off their feet that they won't even be asking for a 10% discount on their repeat visit.

* See my answer above