"The videos have been a great tool for our reps in store to attract and convert customers before they even try out the mattress".
Regal Sleep was founded in the era of the TV Commercials being King in the marketing and advertising world. We had a studio purposely-built in our manufacturing facilities. We spent a ridiculous amount of money on advertising and producing these commercials were so time-consuming.
As a franchise-based business, our original strategy to beat the competition was to have as many of our retails stores located in high-density foot traffic areas such as Home Depot type malls. As you can imagine, our rents were high, the competition within these locations was also fierce, and we had little data and analytics on the results of the TV commercials we were airing. To the point we had no idea if our target audience were actually watching our commercials.
With video marketing we are now able to understand who our target market is, what their buying behaviours are. Through our call to actions, which VevaMEDIA emphasised as a must in all our videos, we have managed to double our email database. We’ve exceeded our targets within one-month of posting our videos online - something we never expected would happen.
Once we did our research on Video Marketing and what benefits we would gain by using this form of marketing we approached VevaMEDIA to help us out.
For a fraction of the cost of producing one TV commercial, we produced multiple videos that were targeted. The cherry on top was that e didn’t have to allocate further funds for media costs as all our videos were posted on our social media channels, for free.
With our years of experience in producing TV commercials we didn’t find it challenging to produce videos. However, as TV commercials are only 30 seconds long, VevaMEDIA were upfront with us about the different approach in messaging and scripting for videos we needed to adapt to. They really helped us refine the key messaging and get our scripts right. We were amazed at the turnaround time of producing these videos, meaning we could get to market quicker and when we wanted to.
The videos have been a great tool for our reps in store to attract and convert customers before they even try out the mattress. As we were frustrated with the lack of data and analytics on the TV Commercials, we were excited that VevaMEDIA provided us with actual numbers on the results of our video marketing efforts. Finally, we were reaching our target market, and getting their attention.
The VevaMEDIA Partnership
The depth of experience within the VevaMEDIA and their wealth of knowledge in Video Marketing is amazing. They have such a deep understanding of not only filming videos but also in the marketing aspect of our videos.
From the strategic planning, to the right messaging in our scripts to posting our videos online for maximum impact, and providing the data at the end. They’re not just video producers - they truly are Video Marketing experts.