16 Jan 2010, Posted by Peter in Featured, Social Media, Travel 2.0, 4 Comments

Online Video Marketing Alternatives for Tourism SMME’s

Quick Question:

Have you recently seen a properly produced promotional video on the website of small travel or tourism establishments? (We’re talking tour operators with 20 staff members or less or accommodation establishments with 5 rooms or less)

No? Why do you think that is?

Yes? Please post the link in the comment box at the bottom of this page.

So is quality really that important?

During my planning for a presentation last year a colleague introduced me to a little video titled ‘Social Media Revolution‘.

Even though I have heard similar facts about the online space and global changes due to technology, this video was still a force to be reckoned with. So much that I ended up including it in the presentation.

In the video there are two facts about Youtube:

• It is the second largest search engine in the world
• At the time the video was produced, there were already more than 100, 000, 000 videos posted

So here we are. A massive audience, an incredibly impactful and honest visual aid, and numerous platforms to stream and distribute it.

So why do we still not see many basic video campaigns included in the marketing plans of smaller tourism businesses?

• The cost of media production and impractical ROI for smaller business
• A perception that effective online video marketing is only about slick, up-market promo vids
• The perception that if you can’t produce a high quality video, then you should rather not engage in online video at all
• A narrow understanding of how online videos can be used to manage visitor expectations
• Lack of  ambition for smaller businesses to explore digital marketing

To have a high quality promotional video for your establishment or tour operator, there are certain minimum requirements that can’t be ignored. These include decent camera work (steady filming and zoom control), quality control of the video when exporting, audio quality and transition effects.

That is exactly why I am not recommending a quality promotional video. Let’s look at some alternatives.

Video Blogging

In my post on SM guidelines for tourism SMME’s, I spoke a bit about the value of blogging. If you already have an established blog, or even better, have a blog based website, integrating a video blog (or Vlog) is quick and easy. This could be a fun way of promoting unique aspects of your establishment. Instead of writing about it, you talk about it. You can also add some video snips of what you are talking about in between, or even do a voice over! Vlogs also work great for businesses involved in community projects or sustainable tourism initiatives. A Vlog is not a generic promotional clip, even though it can add equal value. Vlogs are not all about quality, but rather about regularity and content.

What you need:

• a digital camera with video functionality
• a computer
• basic editing software like Windows Movie Maker or iMovie
• a hour or two of free time

Click here for a helpful introduction to basic editing.

Finding your Actors

Even though Vlogging is a very intimate and tangible marketing medium, not everybody loves being filmed. So why not get actors? Studies show that people are more likely to experiment, loosen-up and socialise when they are on holiday. Asking your guests if they are willing to feature on quick video clips to share their experience at your establishment can bring a whole new meaning to ‘visitor feedback’. Instead of having a feedback comment form on your site, why not have a video snippet and a link to your Youtube or Vimeo channel? This also gives you full control over the content being posted.

Make your guests work for you

Who said you have to be involved in the production at all? If you can’t be bothered to film, cut, edit, upload and share, get your guests to do it for you. By starting an online video channel (E.g. on YouTube) you can encourage guests to post their own videos of your establishment or tours. Thanks to social media, your client’s one minute video clip can generate more business than your 5 minute video tour. Scary? Now imagine combining the two.

Selling REAL experiences and considering your destination

A valuable aspect of ‘home’ videos is that it is believable. Promotional videos can be amazing, but they can also be over the top. (It’s the same concept I spoke about in the stock photography post). Be cautious about what you feature on your videos, but don’t be scared to show viewers the truth. When visiting a developing destination, travelers are not necessarily looking for that thousand-dollar promo vid with jazz jingles, strategically shot on the prettiest day of the year. Instead they might want a proper look at the interior and exterior of your establishment, the condition of the rooms, and peace of mind about their decision. Through running the production process illustrated above, you can easily give them that.

All about your market

Posting a shaky, pixilated amateur video clip of laughing guests, pool parties, beer bongs, pink thongs, and loud music could really sell if you are running a youth hostel, surf school, or tours with a target market of 18 – 30 year-old backpackers. The reality is that different markets expect different quality material. If you are running a four star guesthouse or private safari lodge with a well designed and developed website, it is probably best to invest in a professionally produced video, or rather not engage in online video at all.

In conclusion Do not forget the importance of originality and integration. With over hundreds of millions of online videos out there, you might have to push yourself a bit to come up with something fresh. Once you have created your first video, it is important to intergrate it with the rest of your online tools.

If you have videos or vlogs of your own, please share in the box below