Parc Entertainment - A Video Production Company - Birmingham, AL

Many of the videos we produce end up on a website. It’s a growing trend. More and more companies are integrating video into their online presence. Soon, internet users will expect to see videos on the sites they visit. In the September 4 issue of the Birmingham Business Journal, Haley Aaron writes about the popularity of online videos and the impact they have on today’s consumer. Below are some highlights from the article.

When local law firm Cory Watson Crowder & DeGaris wants to share information about their company and cases they are working on, the company doesn’t just post a press release or add a link to their Web site.

Instead, the firm uses Web video to tell its story. It created short films that give a brief introduction to its lawyers, as well as information about high-profile personal injury lawsuits the company represents.

“We want people to be able to come on to our Web site and not just look at who we say we are, but really get a much better feel not only for the firm and the work we do, but also for the individual partners,” said Melanie McCraney, director of communications at Cory Watson.

Internet video is a relatively new medium, but Americans are spending more time watching it. According to a survey compiled by comScore, a Virginia-based research company, Americans watched a total of 16.8 billion Web videos in April, from Web sites and video sharing sites such as YouTube. The average viewer spent 6.4 hours watching videos online during the month.

While consumers look to web video for entertainment and education, businesses are discovering the advantages of using it to market themselves…

Even more importantly, the nature of Web video may allow businesses to reach a more engaged audience since viewers can watch at their convenience…

Companies interested in producing web video should consider their tone and message carefully before producing and uploading videos… While free distribution through YouTube and Facebook cuts costs, it’s important that businesses don’t place cost over quality when filming and producing Web video.

A well-executed video can have an incredibly positive impact on your brand and shouldn’t be the last thing you think of when planning your marketing strategy.

Keith Krininger (left) received an extreme retail makeover

I was browsing through a back-issue of the Birmingham Business Journal and came across the following article by Lauren Cooper about a local business owner who saw his sales improve from a complete store makeover, including logo design, displays, advertising, and marketing. Many people like using the economy as an excuse to slash marketing and advertising budgets, but this particular case study demonstrates the value of good, solid marketing efforts.

Local businessman Keith Krininger said last week was a whirlwind at a few of his local Bedzzz Express stores.

With a film crew documenting every moment, representatives from mattress component manufacturer Leggett & Platt Inc. conducted an “Extreme Retail Makeover” of four of his eight stores – modeled after the television show Extreme Home Makeover.

Krininger was chosen from hundreds of mattress retailers across the country to be the Fortune 500 company’s test case in proving the industry can profit from touting the health benefits of sleep, said Mark Quinn, Leggett & Platt’s executive vice president of bedding sales and marketing .

Four of Krininger’s stores underwent a visual, marketing and process makeover, including logos, displays and advertising, to improve traffic and profitability.

And one week after its implementation, Krininger said he can tell a difference.

“Customers are responding to it,” he said. “Right off the bat, we’re selling the sheets (now offered), which I was skeptical about that.”

Sales of bed frames have noticeably changed as well, he said.

“We used to have just one, but now we have three choices and – amazing enough – if you give (the customer) the choice they’ll say ‘I don’t want the cheaper one, I want the one in the middle or the higher.”

And one of the most important shifts was in his 31 employees and sales associates, he said. The experience was exciting and invigorating for them and has expanded their thinking to new levels, he said.

Leggett & Platt’s Quinn said a lot of the credit goes to Krininger, who agreed to have his business totally up-ended.

“He’s been in business for 15 years and has been successful,” said Quinn. “But it’s a different time. If you are not willing to expand your comfort zone now, then you’re not going to do it.”

The makeover at Bedzzz Express is a great example of bringing new life to an old business plan, said Betsy Holloway, associate professor of marketing at Samford University’s Brock School of Business.

By differentiating himself and educating customers on the benefits of sleep, he’ll have a competitive advantage relative to other bedding retailers, she said.

“Before it was just the product, but now it’s the presentation, product promotion and personnel to articulate the benefit,” said Holloway. “He’s offering more value, which allows him to charge higher prices and create a higher volume. Sounds like a recipe for success.”

Krininger said his next step will be to implement the makeover in his remaining Bedzzz Express stores and to offer it to his nine licensed Bedzzz Express’ outside of Birmingham.

With that done and the national recognition within the industry he’ll get from the makeover, he’ll be able to concentrate on growing his license business beyond the state’s borders, he said.

Leggett & Platt’s Quinn said the video from the Extreme Retail Makeover will be shown at a large industry conference this spring, a Web site will be dedicated to the makeover and certain components will be offered to others in the industry.