Using video to promote your products during the holiday season is one of the most effective ways to connect with your customers. If you are a small or independent retailer, you probably don’t have the budget to create a professional video or to run an ad campaign on local TV or radio. However, don’t let that deter you. Below you’ll find five examples of gift guide videos that work and that can be easily replicated by a non-professional. Sharing your gift guide videos on Facebook, Twitter, your blog and on your online store not only gives your customers welcome gift ideas, more importantly, it actually works – retail sites with video increase conversion by 30% and boosts the average ticket by 13%. (L2 Specialty Retail Report, September 2010).
The Kate Spade Gift Guide is a perfect example of a quick gift guide video – it is short (less that two and half minutes), it is easy to replicate (the set is a simple office background with good lighting), and using two members of the Kate Spade team helps make the presentation more natural – they are just having a conversation. They have split the guides into gifts for women and men and then in each video given ideas for Moms / sisters / friends etc.
Duchamp London also have a great quick and informative Gift Guide video and what is worth noting is that as they are selling luxury (insert expensive!) gifts, they concentrate on the presents at the more affordable end of the scale – ties, scarves, cufflinks and socks.
ModCloth is an online retailer specializing in retro and vintage clothes and accessories. For their Christmas campaign, they got different members of staff to pick out items that they would love to give or receive. What’s great about this campaign is that a different video can be featured each week and potential customers get to see the wide range of products they carry.
If you are a retailer for that caters for enthusiasts of some form or another, you need to make it easy for their friends and family to choose gifts for them. They may know that their loved one adores cooking, painting, DIY etc. but if they don’t share the same interests, they have no real idea of what products are out there. Having a quick gift guide video – three minutes or less – you can show five to six great gift ideas at different price ranges really quickly and easily.
These videos from America’s Test Kitchen and iFixit are two great examples:
Again, each of these videos could be easily replicated by a non-professional. In the case of iFixit, it is a simple video cut with photos of the products mentioned and this can be achieved in most video editing applications. One thing however that would make these videos even better, would be to have the name of the products appear as subtitles underneath, making it easier for people to search for them afterwards.
If you are selling a product that is synonymous with Christmas gifts – wine, hampers, socks! – you need to make your products seem unique and help them stand out from the crowd. A great way to do this is to tell the story behind the product. Not only does this personalize your products, but it also allows the gift giver something to talk about when they present it – this isn’t any bottle of wine or any basket of cheese! The two videos below are great examples of this and are the perfect videos to share on Facebook, YouTube, Twitter and on your online store. You could even have a version playing in your physical store beside a display throughout the holiday season.
If you are selling Christmas decorations and accessories, how do you get your wares to stand out in this super competitive market? Land of Nod had the ingenious idea of commissioning blogger Joy Deangdeelert Cho to decorate a home Christmas tree and video the process. On their site, you can watch the video and they have listed all the products used underneath so you can purchase them there and then. Seeing the products used in context and in such a fun and colorful way, definitely makes them more attractive to the consumer.
What is great about this video, it is super easy to replicate for any retailer. There is no voiceover and they simply filmed the decorating of the tree from various angles to keep the pace of the video upbeat and fun. There are tons of royalty-free Christmas tracks out there which cost less than $20, so you don’t have the expense of a soundtrack.
Once you are ready to make your video there are tons of tutorials and blogs to help you with the technical issues of recording your video, improving the lighting and sound, editing the final result and of course sharing it with your customers. You’ll notice all the featured videos above had a few things in common – firstly they are short, most come in at under 2 minutes. Secondly they are simple. They have one or two presenters showing gifts in a relaxed setting. Thirdly the sets are basic, something you could definitely replicate in your store or office. They were lit well, so remember to use all the lights you have to hand. Finally they made the products look attractive and would hopefully entice potential customers to part with their hard-earned cash.
Making a gift guide video may initially seem intimidating, but once you break it down, you can see that it is a really achievable goal and something that could set you apart from your competitors this Holiday Season!
Catriona Barry is one of the founders of trakax.com, a software development company based in Dublin, Ireland. Their video editing application, trakAxPC, aims to make it easy for beginners to start creating great multimedia content. They have recently launched a dedicated small business website, trakaxbusiness.com, to provide small businesses with all the help and resources they need to start creating their own videos regardless of their experience or budget.