Video mailers have an outstanding success rate at drawing a response from a target audience. Because of this, their value is extremely high.
If you’ve ever seen a video brochure or video mailer in action, you’re probably well aware of how impressive they are. Talk about delivering a “WOW” factor! They’re quite amazing to say the least.
In case you aren’t familiar with them, here’s a quick video:
As you can see, they provide an impressive combination of video content and traditional print marketing designed to deliver a powerful message to recipients. ROI with them is outstanding, and companies have been raving about how much success they’ve had with them for several years now.
How to follow-up after sending a video mailer
As a way to engage targeted prospects, video mailers are outstanding. However, follow-up is necessary and there are some approaches that work better than others.
For example, prospects can usually tell pretty fast if a salesperson truly cares about them or if their primary focus is mostly on making a sale. Salespeople who truly care about whether or not their products or services will help their prospects tend to be more like-able, and since consumers are more likely to buy from salespeople they like, being like-able makes a huge difference.
Another huge difference maker in follow-up is whether or not new information is introduced. New information delivered during each interaction gives prospects a reason to change their answer from “no” to “yes”, and usually before they’ll say “yes”, potential buyers need to see value in what is being offered. Otherwise, if a salesperson repeatedly says pretty much the same thing over and over again, the potential customer will grow tired of seeing them and start avoiding them every chance they get.
With this in mind, effective follow-up usually includes the following elements:
- Education. To get someone to change their answer from “no” to “yes”, information presented during follow-up visits must be new and valuable to the prospect. New information creates trust and increases value. However, salespeople who continually fail to provide new information usually wear out their welcome pretty quickly.
- Repetition. Sometimes people need to hear the same thing repeatedly before they fully understand how buying a particular product or service will benefit them. Without being annoying, salespeople should act with patience and repeat important details at the most opportune moments while also mixing in new information to add value.
- Variety. Throughout follow-up, a variety of communication tactics with prospects should be used. Effective tactics include direct mail, phone, email, voice, videos, and face-to-face meetings that are not always primarily focused on making a sale. Different tactics work better with different prospects and it’s up to salespeople to figure out what works best.
Remember, approximately 80% of sales are made after the fifth follow-up. Salespeople who understand this usually perform much better throughout their careers. Most importantly, video mailers provide a perfect reason for follow-up.
The value of video mailers is practically unbeatable
In addition to being impressive, cutting-edge pieces of technology that intrigue, impress, and draw a response from targeted prospects, video mailers provide an ideal reason for follow-up to occur. Recipients usually have positive things to say about them, and follow-up conversations after they’ve been watched usually go well.
With regards to video marketing and providing new information, videos presented in state-of-the-art products like video brochures, video mailers, video gift boxes, and video sample boxes are usually watched more often by prospects. People love videos and they appreciate learning new information while watching them. Because of this, companies who show value in new and exciting ways while also executing follow-up effectively with their most likely customers usually make more sales because of it.
Having owned an advertising magazine in Utah, I’ve worked in marketing for over twenty years.
I started writing for MediaFast in 2014. The first time I held one of their video brochures, I thought something like, “Wow! This blows away our magazine and any other print advertising I’ve ever seen. This is like a TV commercial, and I’m holding it in my hands. Amazing!”
Since then, video brochures, video mailers and video boxes have become leaders in marketing performance. It’s a privilege to write about them. I also love MediaFast—with its top-notch product quality, industry leading customer service, and all of the wonderful people I get to work with.