Incorporating video into an association’s communications portfolio is a smart choice. According to Cisco Systems, Inc. in the next three years, 74 percent of all Internet traffic will be video. Already, 65 percent of video viewers watch more than three-quarters of a typical online video. The first step in producing an ongoing video series is to define your goals and objectives for such a series:
- What would your association like to accomplish through video? It may be to cover more events for members who cannot attend or want to reference event recaps later; to deliver more education material; to introduce board members or staff; or to show prospective members that you’re relevant and contemporary.
- Define your audience: Who are they? How will they view your videos? Knowing the answers to these questions will help you estimate the size of the effort you should put in, as well as guide what type of content you produce.
In terms of content, tap your members. They can be knowledgeable sources of industry trends, with experience handling certain issues, and working knowledge about different types of projects. Vendors can also be camera-ready thought leaders because they work daily to provide solutions for your industry. Live events are another good place to film interviews with thought leaders, as well as shoot generic b-roll, impromptu hallway polls, and product or service demonstrations. The most influential members of your association are often at events, so it’s a good idea to take advantage of the access to talent you’ll have in one place.
There are many opportunities to earn non-dues revenue through video, including advertising banners around the video player, a short sponsor message before the video starts (“pre-rolls”), and sponsored messages within the video. Creating event-related videos that feature sponsors and exhibitors (who pay for the opportunity to be featured) offers a way to provide more value for those sponsors and extends the exposure of their sponsorship. According to American Business Media, more than 70 percent of B2B marketing professionals say video provides the best ROI because the nature of video communications allows marketers to better engage with potential customers through demos and custom messaging. The revenue that associations earn through video sponsorships can be used to fund more membership programs or philanthropic endeavors, and/or keep membership dues low.
For more about association video from Tracy Tompkins, director of business development for Naylor Association Solutions, and Michael Barry, director of strategic communications for ASQ, watch the full recording of this webinar.