How do video contests help retailers?
The Container Store recently launched its first video contest, joining in on a trend that has included several other brands and retailers in recent years.
The retailer asked contestants to create one- to three-minute videos from the customer’s perspective that communicates “The TCS Difference” and the unique shopping experience The Container Store offers. They were encouraged to work three of the retailer’s programs into their videos: POP! (customer engagement program); Contained Home (in-home organization service); and TCS Closets (new line of custom, built-in closets).
Last week, the 10 films that won were revealed along with a social media contest to pick the winner among the four top film shorts. Each of the videos are highlighted on The Container Store’s social pages with the top four featured in a targeted YouTube ad campaign through February.
“We are always looking for new ways to communicate to our customers about our differentiators — quality, selection, service, great prices — and what makes The Container Store a special place to shop,” said Melissa Reiff, president and COO, in a statement.
Other retailers who have launched video contests include:
- Dunkin’ Donuts last November launched a #DDCoffeeJoy photo and video contest encouraging contestants to demonstrate how their favorite coffee brings them joy throughout the season;
- Hannaford Supermarkets around last year’s Super Bowl launched a ‘Football Frenzy End Zone Dance’ video contest;
- Foot Locker last fall partnered with Asics to launch the “Real Lives. Real Runners” film contest. Filmmakers were challenged to document authentic runners in a short film, illustrating why they run and how running affects their lives ahead of the 2015 New York City Marathon;
- Publix for several years has held a “Go Green” contest, prompting 6th, 7th and 8th graders to submit videos that express ideas about conservation and sustainability within their community or school;
- Cabela’s for the last few years has run a contest encouraging consumers to shoot a 60-second GoPro video of their outdoor adventures that explains “What’s in Your Nature.”
- The Container Store Debuts Ten Winning Film Shorts on YouTube from Crowdsourced Contest – The Container Store/Business Wire
- The Container Store ‘The TCS Difference’ Contest – Online Video Contests
- Foot Locker And Asics America Announce ‘Real Lives. Real Runners.’ Winning Film – Foot Locker/Asics
- New Contest Celebrates The Joy Of Dunkin’ Donuts Coffee During The Holidays – Dunkin’ Donuts
- Go Green Video Contest – Publix
- ‘Football Frenzy End Zone Dance’ Video Contest – Hannaford Supermarkets
BrainTrust
Tom Redd
Global Vice President, Strategic Communications, SAP Global Retail Business Unit
Liz Crawford
VP Planning, TPN Retail
Matt Talbot
CEO & Co-Founder, GoSpotCheck
Discussion Questions
How can video contests engage consumers in ways that traditional marketing can’t match? Do you see video contests becoming a regular part of retailers’ marketing plans in the years ahead?
Videos are late to the field of retail and will be the hype this year. Most people want to be on some form of TV or have a desire to share their great ideas and video can be a fun way to do all of this. In addition, now that five year olds have iPhones they would love to see Mom or Dad on YouTube.
Most will do the video and forget about it. They will remember it as a fun thing to do, until it shows up on Funniest Home Videos! Going down the road marketers in retail will do anything that gets a shopper to repeat their retailer’s name or promote their stores or websites. After videos and songs by shoppers we might see retailers’ tattoos on shoppers — Get the tattoo and get a 10 percent discount automatically! It’s called a PromoTat!
Video contests contribute in many was. First, it is relatively cheap marketing. Next, you learn what customers value most about you business. The amount of submissions, and by whom, gives the retailer insight into how effective their branding message is. Finally, but only because that’s all I can think of right now, these customer-produced videos may be the inspiration for future marketing campaigns produced professionally.
Video contests can successfully engage consumers when they illustrate unique features of the brand, unique experiences or unique benefits. This allows consumers to showcase their involvement with the brand which can increase consumer loyalty, advocacy and engagement. With that being said, The Container Store’s example does not do those things. By prescribing what content should be in the video and saying that this approach is another way to communicate about the brand, this is still a one-way (brand to consumer) activity which does not promote the benefits of engagement. Many companies are going to try this approach. Those that are successful will allow consumers to share their voice.
It’s all about storytelling! Your brand consumers telling their story and how your brand play a role in their lives valuable. Being able to curate and publish that story across all available channels used by shoppers becomes invaluable! User Generated Content (UGC) is exploding across the Internet and brands need to tap into this in a meaningful and sustainable way. A single contest (event) is just the beginning. This should be integrated into an ongoing program. This personalization and localization cannot be matched through any other medium. Actual customers sharing their stories with your brand become an invaluable asset if it is managed in a meaningful and consistent manner.
User generated content is a trend that will live on. Here’s why:
What is less certain is whether the format will continue to be video contests. While an old fashioned essay contest is all but dead, video is alive and well. However, I imagine that in the future there will be an even more compelling and interactive medium for creation.
Videos on mobile devices are the new communication tool that puts the people in charge of telling and sharing their own story, their way.
It’s not the controlled “organized contests” that will catch on, it’ll be people choosing to speak to the brand on their own terms — not by marketing’s rules or intentions.
If a retailer has taken the time and made the effort to build a relatable and trustworthy brand then a video campaign can be a very effective way to relate to customers. Video contests give advocates a chance to express themselves creatively while simultaneously acting as an ambassador for your brand — benefits that aren’t mirrored with most traditional marketing tactics.
Video contests have proved successful over the years for a myriad of reasons for brands and retailers alike. In order to be successful retailers have historically had to gauge the loyalty of its audience base. For example, had the brand established a strong relationship with its customers? Did customers understand the mission? Did they see the brand as more than just a retailer? Had customers gotten to know and understand the brand behind the store? If so then a brand could know it was well-positioned to conduct a successful video contest.
New marketing techniques and tactics surface every day enabling brands to make a bigger impression and impact on their current and potential audience base. Moving forward it will be pivotal that retailers continue to ensure they’re building a relationship with their customers in order to make video contests a more regular part of their marketing plans in the years ahead.