How Melbourne Metro made a public service video marketing ad creative instead of doom and gloom

In 2012 Melbourne Metro needed to promote rail safety in a campaign that had to resonate with their rail users in a video marketing campaign. It was something that would usually take the form of an informative safety display ad which would not envoke much of an active response from viewers. Not this time. [si_guide_block id="70611" title="Download FREE Resource – Essential digital marketing tools 2017" description="A free download giving our recommendations on tools for audience insight and managing digital marketing."/]

The Play

McCann, Metro's agency, decided to go down the route of entertainment, writing some hilarious lyrics to a song about all the dumb ways to die—such as poking a grizzly bear, selling both your kidneys on the internet or using your privates as piranha bait—to underline the message…

Small businesses can use video to boost awareness, leads and sales using these 6 tips

Cisco recently predicted that video content will account for 69% of all consumer internet traffic this year. This is the last call for all marketers who until now have avoided video content, convinced that it's just a fad or that creating professional videos takes way too much time, effort and money. Well, here's a piece of good news: video marketing today is within reach of all kinds of companies, including small businesses looking for novel ways to spice up their online marketing activities. How to develop a video marketing strategy that works? Here are 6 key tips to help your small business develop a video marketing strategy. [si_guide_block id="23343" title="Download Expert member resource – Video Marketing Strategy Guide" description="This guide explains how develop a video marketing strategy structured around the Smart Insights Reach-Act-Convert-Engage framework."/]

1. Know your sector…

How to plan, create and market a 'how-to-video'

‘How to’ videos are one of the most popular video types on the net, so should always be considered as part of your content marketing efforts. They are an accessible format that can be applied to marketing many types of businesses. Essentially what you are doing is explaining how to do something that your people in a business are skilled in and knowledgeable about as it relates to your products and services. All ‘how to’ videos are different, but we have developed a formula that can be applied regardless of the subject. Work through these steps to get the best results with your ‘how to’ video.

1. Planning the video

What do your customers need help with?

There is approximately no point in making a how to video about something that everyone knows how to do. In the planning phase you need to research and define the…