Video marketing 5 tips for your offline strategy

In 2019, and for several years now, video is the preferred format for Internet users*. Their consumption on Youtube, social networks and mobile applications has never been greater. And for good reason: the video format delivers a wealth of information that is easy and quick for the human brain to interpret. Yes, an image is worth 1,000 words.

According to CISCO, video will account for 82% of global Internet traffic by 2021

Videos can tell stories, build imagination. They nourish a dialogue between a brand and its audience. These stories transmit information as well as emotions.
Investing in video marketing means investing in :

• A support with high emotional added value
• A format that appeals and gets more messages across in less time
• A format that can be used on both on-line and off-line media

Here are 5 best practices for integrating videos into your in-store communication strategy:

1/ Choosing the right format

Once the objective of the video has been defined (brand presentation? product explanation?), the most important question to ask yourself before preparing a brief for video is: what is my target audience's attention level in relation to my support ?
The length of video is a crucial point. While a "tutorial" may last several minutes on a specialized store shelf, a promotional ad in a shopping mall should only last a few seconds. The same goes for sponsored social content versus an out-of-home campaign.
Here are 20 video formats, broken down by usage.

→ If you're looking to create your content yourself, here are some free content creation tools to help. And here are our tips for creating display-friendly visuals. 

2/ Multiply the ROI of a video

This support has a reputation for being expensive and time-consuming to produce. Which is often true. So how do you optimize its return on investment?
Support digital and flexible, it can and must be deployed on all a brand's on- and off-line channels. Firstly, to create harmony in communication and create a coherent media path, and secondly, to ensure profitability.
These different channels can be "owned":

• Social networking,
• The e-shop
• In-store digital signage

or they are "paid":

• TV campaign
• sponsored posts
• display

These media should be defined according to the video objective: trigger a purchase? create brand awareness? launch a new product?
Nice example of Boursorama's multi-media campaign planned for cinema, digital and DOOH: https: //www.cbnews.fr/marques/image-brad-pitt-ne-parle-pas-boursorama-46563

3 / Adding context

As with TV commercials, the in-store context is crucial, and has a direct impact on your message's recall rate.
When video is broadcast in a context that is favorable to the target audience, they will show more interest in it. This "context" can be environmental (weather, news, stock levels, promotions, seasonality, promotion) or socio-demographic (age or gender of the audience).
Example of a DOOH campaign contextualized thanks to flight times:

4/ Focus on interactivity

Interactivity is that episode of Black Mirror where the viewer decides the outcome of the story. In-store, this can mean taking control of the screen with a smartphone or connected buttons. It can also mean triggering the broadcast of content based on emotions.
An example of an implementation for a car brand:

5/ Taking advantage of social networks

As far as social networks are concerned, the format is very popular. In stores, if the content comes directly from users or followers, it can be difficult to moderate. But they have a strong emotional impact on the audience, because they are authentic.
Example of a DOOh campaign for the Women's Football World Cup:

On the other hand, social content produced by brands can be used in-store, provided it is properly formatted (according to screen size, orientation and resolution). Black stripes on the sides of the screen, due to a wrong format, are to be avoided!

Choose video, andyou're betting on an engaging support !

video hasthe same impact online and offline
An advertising film, a video demonstration or a Konbini-style interview are much more likely to engage and capture attention than posters or cardboard POP displays. The eye is naturally drawn to this animated format, whether it's on a support mobile or an in-store display screen.
Engaging the viewer
Finally, whether online or offline, video is engaging. Why? Because it immerses the viewer in the complete universe of a brand or product. We see them "live": the brand is staged, the product is used. This helps viewers identify with the brand.

Cenareo is a digital signage solution that makes it easy to create, manage and distribute content on your broadcast screens. Its intuitive, scalable Saas solution is perfectly adapted to the needs of communications professionals in all sectors of activity: Point of sale, Internal communications, Hotels and Restaurants but also DOOH.

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