4 MIN READ
Since the invention of the TV commercial, video has been the most engaging and effective way to advertise goods and services. So why do we see such a lack of video marketing in the hotel industry?
We all recognize a great video when we see one, but producing effective marketing videos can be an intimidating prospect for most hotels. Questions about cost, storytelling, technical expertise, and scheduling can make video production seem completely overwhelming.
As a result, many hotels avoid video altogether. Others fall back on expensive marketing firms, often leading to slick lifestyle reels that look more like a prescription drug commercial than an informative hotel marketing piece. Those big-budget videos may look great, but do they really lead to more bookings?
How can a hotel set aside an appropriate video marketing budget while ensuring the finished product generates a good ROI? Here are some best practices:
Begin With The End In Mind
Video production provokes many questions, but the first one to consider is “How will the videos be used?”. If potential guests never get to see your videos, then you’re just throwing money away.
Make sure you have a plan in place to implement the marketing videos across your hotel website and social media platforms. The more easily your videos can be found, the more valuable they will become. Understanding where you can showcase these videos will give you a much better idea of how much you can afford to spend.
Know Your Story
Every hotel has unique features that set them apart from the rest. It’s crucial to consider your Unique Selling Proposition when budgeting for video. Is your hotel known for its pool? Its view? Its social scene?
Putting your USP at the center of your story will help you focus your creative direction. When you know what story you are trying to tell, you can research production costs with greater confidence.
Evaluate Production Options
Now that you know your story, it’s time to contact production companies for quotes. When comparison shopping, focus on producers who take time to understand your property and USP. Don’t settle for a production company that simply fires off a standard quote for services.
Have them tour the property and make sure they understand your marketing goals. Review their previous work to get a better idea of how your finished videos will look. This will go a long way towards producing effective marketing videos at an affordable cost.
Streamline to Reduce Costs
There are many ways to reduce costs in video production, but here are 3 tips to keep cost down on your first video:
- Start small. Your first production doesn’t have to be Avatar. Begin with a simple Room Tour or a short vignette of a bartender mixing your signature cocktail. This will help you to better estimate production costs for larger projects.
- Negotiate with your producer. Don’t hesitate to come back with a counteroffer after receiving the first quote. A small project is better than no project at all, and many production companies will be happy to work with you to reduce costs.
- Consider using employees instead of models in your videos. Hiring professional models can easily eat up half of your video budget, and the resulting benefits are dubious at best. There will always be camera-friendly employees happy to appear in your videos. Just make sure to have them sign a release before filming.
Keeping these practices in mind, you’ll be well on your way to producing effective marketing videos without breaking the bank.