Grab a Flip Cam and Go
The explosion of YouTube has been a boon to hundreds of industries. Music, dance and entertainment careers have been launched, the how-to revolution has flourished, the do-it-yourselfers have found a perfect home and creative marketers have made a name for themselves - all by harnessing the power of video.
Online video viewership continues to grow exponentially, but it doesn’t stop there -mobile video viewing is also expected to increase. According to eMarketer, the population of mobile video viewers in the US will grow nearly 30% in 2010 to reach 23.9 million, they predict it is poised to double by 2013. More viewers means more opportunity for revenue and eMarketer predicts that mobile video revenues, including direct downloads, subscriptions and ad-supported video, will roughly triple between 2009 and 2014, rising from $436 million to $1.34 billion.
There is no better time than the present to get in on the action, so grab a digital camera and hit record. As a hotelier, what video content appeals to users, travelers and potential guests and how do you create it? We’ve put together a few ideas to get you started.
The Tools
Camera
The cost of video equipment used to be one of the biggest hurdles to creating video content yourself. Now, with the advance of technology, you can be a budding film maker for under $200. Check out the various models of the Flip Cam or Kodak’s HD pocket camera line.
Platform
No way to put the videos on your site? No problem - link to them. It takes minutes to start up a YouTube Channel and don’t count out social media channels. Facebook is a great place to share helpful videos with your fan base.
The Script
Keep your content casual and make sure what you film is a resource to viewers. Think about subjects that travelers would be interested in.
No one really wants to watch a video of your bar opening party (unless there are celebrities present) but they’d love to watch your expert mixologists walk them through how to make the most popular cocktail. This way you highlight your staff, service and product while still providing guests with useful information.
Some other ideas are to have your Concierge walk through the neighborhood and point out his or her picks for the best places to go and see. Or, film your housekeeping staff with their best tips for packing and where to look before you leave to avoid a trip to lost and found.
Check out how the Trump International Hotel and Tower Chicago used video to promote their fitness center with a Special Pumpkin Workout during the month of October. They also posted their video on their Smartstay mobile phone application for the iPhone and Android. Video is very popular with smartphone users and hotels can easily post their videos on the Smartstay app for their guests to enjoy.
The Campaign
Really want to attract mobile or traditional online viewers? Create an entire campaign around an idea. Pick a weekend or two to post special rates and hand out a few flip cams to lucky guests. Ask them to film their stay (this is a big hit with families with teens) for a chance to win a free trip with all the bells and whistles. Post all of the submitted videos to your Facebook page and have fans vote for the best trip video. You can also post the videos on your mobile app. And, don’t forget to film the winner when they arrive for their VIP treatment to bring it all full circle!
For more information about Online Hotel Marketing or the Smartstay mobile app for hotels, please call O’Rourke Hospitality Marketing at 978-465-5955 or send an e-mail to info@orourkehospitality.com.
