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Video Production: How low can you go?

Since I last wrote about online video in eCommerce, I have received much feedback from customers on what has been successful for them, inquiries on integrating video on their sites and how to do so cost-effectively. We also just finished our second webinar on online video featuring Sucharita Mulpuru from Forrester Research and had more than 500 people register for this session (and over 1000 people total for the two sessions) to learn more – clearly, the interest in leveraging videos for eCommerce is high. I often hear that the #1 barrier to adding video to a website is that the costs of producing the video itself are prohibitive. During our webinars, Sucharita suggested how to get started quickly with videos.

• Easy, short talking points
    – Brief, impactful video (i.e. 1-2 minutes maximum) is all you need
• Use your own employees or vendors
• Leverage inexpensive technology
    – iMac, digital camcorders
    – Need not be executed in a professional studio
• Costs are primarily editing labor and server capacity for most basic executions

The feedback I have been receiving from our customers who have started using video typically is: 
1) The products on which I post videos significantly outperform other products; and
2) I have figured out a cost-effective way to produce my videos (a la Sucharita's suggestions above) - and it was the right decision - it is less important to strive for 'perfection' in video production and more important to produce as many videos as possible. 

What do you think – does offering online videos on your site require expensive production? Post your comments below and let me know.

Also, if you are interested, here is the link to view the full recording of our eVideo webinar.

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I agree that you don’t need a “professional” video shoot to get results. We did brief videos a few years ago for one of our Rescue Hook products, the Model 7 and created a flash site using the videos. It’s one of the most popular tools for Military and Public Safety to-date, so we plan to update the 7hook.com website with all of our Rescue Hook tools…

I agree with the article and what Jason said. You just have to know what you are doing have equipment to do it.


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