Does online video work? The acid test.

JR · Dec 7, 2009

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 its 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 · Dec 7, 2009

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 · Dec 7, 2009

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

VeitSchenk said:
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

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Does online video work? The acid test.

JR

VeitSchenk

JR

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