VIDEO MARKETING - Bernhard Lingg

Here’s a little insider tip: Christmas comes around every year. Without fail. And so does spring. And hiking season. And the city festival. That’s for sure. And then, once again, people open their digital archives and search for photos to turn into social media posts, spruce up their websites, and run Google Ads. Or they quickly create their own content right on their cell phones.

Secure Secondary Use in a Timely Manner

But where are last year’s clips, anyway? Where are the video files? Where are the digital storage spaces for video content? Many destinations have professional (promotional) videos. But where is the raw footage for them? With the production company? If in doubt, does that mean it has to be relicensed and paid for all over again for secondary use? What a silly mistake. That’s inefficient and expensive.

Cell phone videos also have monetary value

Another example: The marketing departments of DMOs are busy shooting cell phone videos to fill their social media channels. That’s great. But where do you store this content? “We don’t need to organize it—it’s only going to be posted once,” we often hear. Unfortunately, that’s a bit short-sighted. Because spring will come again—but I already mentioned that.

Remember: Content is gold! No one would ever think of using the photos from a professional photo shoot just once and not backing them up. So why do so many people treat video clips so carelessly?

Three Tips for Cost-Effective and Professional Video Marketing:

1. Organize the raw materials

Whether it's a cell phone video or a professional production: Have us give you the raw footage and save it digitally. Once the invoice is paid, the raw footage automatically belongs to the customer—at least that's how we do it. We consider this fair business practice, and our customers really appreciate it.

With this cost-effective media management tool, you can view, tag, and easily organize all your raw footage. And in case you want us to edit a new film from it, there’s a shopping cart feature for existing video clips.

2. Think in scenes, not in movies

Once all the raw footage is in one place, a resourceful marketer will immediately come up with new ideas for posts while reviewing the footage. Just recombine two or three scenes from the existing material, add a different message or a new tagline, and the new post or themed video is ready to go.

Here’s an example: We recently produced a two-minute promotional video in English for a client in the Allgäu region—using existing footage. Only one statement had to be re-recorded. It was completed within ten days, from the initial inquiry to the finished video.

A second example: For a hotel, we created ten short social media spots using existing footage from a previously produced promotional video and ran them as part of a four-week campaign. Goal: Drive traffic to the landing page. Result: A resounding success. Budget: Very manageable.

3. Website Header as a Moving Image

Is the header on your website still just a photo? How much more engaging is a short video clip? Try it for yourself: After all, every tourism professional is also a customer, a consumer, and a guest. Don’t you find a short video clip more engaging than a photo? You don’t have to commission elaborate films to do this—any destination can do it on its own these days. But to do that, you need a pool of raw footage. Don’t have any? Then go back to step 1.

Budget-Friendly: Reusing Content

Repurposing content works, especially in times when marketing budgets aren't as generous as they used to be. Tourism is about emotion. Film is about emotion. And when it comes to evoking emotion, moving images simply leave photos in the dust.

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