E-Commerce: using video to increase sales
At McConks stand up paddle boards pre-sales are a very important sales revenue. Like many e-commerce and seasonal brands it’s about getting people to buy a season ahead. So how do you attract summer sales in the depths of winter? You forget summer and embrace winter, that’s how.
IDEAS ARE THE BEST VALUE FOR MONEY
No matter the product, e-commerce campaigns need a strong offer and to avoid haggling over price, a reason to buy is key. So why think of a way to start a conversation with your audience? So first question is:
What is your audience talking about?
Where are they talking about it?
How are they talking?
McConks fans are Facebook fans, so we looked at what they were talking about and discovered some true values. Values which really conncetd them as a group. Values that mattered.
From values come believability and authenticity.
If you’re talking about product value it’s always great to start with authenticity. For McConks random models stroking through long haul waters aren’t a true representation of an English based outward bound company. But there’s one thing we all yearn for in the UK and that’s the day the clocks go back, the change, the chance to break free to… unlock your freedom.
Try and engage emotionally
If a campaign or a post sounds like it’s talking to you, to your character, it’s going to hit a cord, make you think - those are my people! So build on that authenticity, create content that feels like it looks like the people you’re talking to.
Building on the success of Freedom Unlocked we worked with McConks again to develop a second campaign based around the joys of winter:
Winter’s not a season it’s an adventure
Every winter has it’s spring
Summer’s over, so get over it.
Create content that looks like you + your followers
McConk’s main platform was facebook and their own website but they also wanted to be sure the content they were creating could be future proof and be used for years to come. They also recognised the power of genuine UGC that didn’t come from influencers. They used:
Original video and photography using staff and real people
Tell your story your way
Ask people to send you their best moments
Reuse, reinvent, repost
Working for McConks over a number of years we experienced the high and lows of many a finacial twist and turn, but we discovered a good idea will conquer all. Better still, sell.
So invest in your initial contnet but plan ahead for a time when you might need to reuse and redit.
Upscale previosu footage with new ideas
Use motion graphics
Cutdown longer campaigns and add stock footage
What we can learn from McConks.
Creating a campaign hook or overarching idea links all your marketing and concentrates people on a reason to buy, that’s not offer and discount driven.
Talking to people in an authentic way creates a tone that’s on brand and guides creators towards an authenticity.
Content is right when it’s right for your distribution networks. Don’t past videos on Instagram that belong on Facebook.
Investing in a content library can save you time and money for the next season/s.
Stock footage works if you have a solid conytrollinmg idea or else it doesn’t feel on brand
Campaign results: e-commerce + beyond
McConks Website
Using video on their site McConks increased conversions and lowered bounce rate.
Clicks were up to 35.8K
There were a million impressions
Organic search was up by 63%
Conversations had more than doubled
Most importantly sales were up to 200%. They had out sold pre-sales.
McConks had:
Enough video and photographic content to start a content library.
Footage which they could repurpose for on-going social conversations.
Great looking video content which could be used regardless of season because the campaign creative wasn’t limited to “models on inaccessible beaches”.