Last Friday, I had the chance to sit down and interview McKay Thomas, Marketing Manager at BilliardEx.com. McKay led the charge to add video on BilliardEx.com’s site and oversees website strategy and execution. In our interview, he shared some of his secrets with the rest of us. Listen in as we discuss:
- Video as a customer experience enhancing tool
- Understanding the motivation behind adding video
- Produced product testimonials from real customers
- Metrics revealing video’s effectiveness
- Tips every online retailer should consider when expanding the use of video on-site
April 13th, 2009 at 9:36 pm
Justin and McKay,
This is an *excellent* interview. I wrote down a few notes as I was listening - key points for me:
1) Billardex sells a “touch and feel product” and video is the only way to get prospective clients to experience the product before they buy. In my view, pretty much anything you buy these days is a touch and feel product (from pool tables, to MP3 players, to jeans, etc).
2) When asked about lessons learned and future objectives, McKay said:
- “we really want to create video reviews”
- “the real way to get conversion from these videos is by putting them on products page”
- “we want to create valuable reviews”
I cannot agree more: actual product videos are the perfect place to start a video program. Videos on product pages work!! On the other hand, branding videos are often perceived as commercials. People don’t like commercials.
3) “Never stop tweaking” and “don’t underestimate the power of video”: Absolutely! This is why it’s also extremely important to institutionalize video within the organization and make it a process.
Xavier
April 16th, 2009 at 10:49 am
Great interview. I am a video marketing producer myself and I love those BilliardEx pieces. They are convincing, natural and transmit the brand’s value so perfectly. I am writing a paper on Video Marketing right now and I am definitly mention BilliardEx as a best practise case.
Could you forward me Kay’s email, please.
Best, Doris.