Video as a Revenue Generator
Turnkey Video Capabilities Now Available from Custom
Solutions
This is the first in a series of Custom e-newsletters that will
introduce new products or capabilities ready for clients in any of our
Penton markets.
Video is one of the fastest growing forms of business communication.
Video combines sight, sound and motion to deliver an impactful message.
To monetize the revenue potential of video communication, Penton Custom
Solutions has developed a couple of turnkey programs that any of our
magazine brands can immediately implement. To view the video we produced
that explains our three-tiered capability CLICK HERE
Tier 1: Trade Show Executive Interviews
The first video program captures the excitement and information
generated at an industry trade show. Custom will work with our
production crew in setting up a mini-studio in your magazine’s booth.
Then, the leading executives from your client base will be interviewed
and prompted to share information on their new products, industry
alliances, environmental programs or whatever type of information they
need to communicate to their client base. The interviews can be
conducted by one of your editors or a Custom account manager. Each
interview lasts 3-5 minutes.
Upon completion of all interviews, the Custom team edits each interview
and organizes them for viewing from a magazine’s website. Working with
the magazine’s Online Content Strategist, a video player page is built
as the landing page to view the video interviews. Lastly, the franchise
management team decides how the video program will be promoted on the
home page of their website and identifies the elements of a promotion
program to drive visitors to the trade show video program. To view an
example of how the interviews can be presented and viewed CLICK
HERE.
Benefits to Sponsor:
- Message reach far beyond attendees of the show generating additional
response
- Sponsor positioned as industry leader
- Sponsor message delivered leveraging magazine brand’s ability to
create a high viewership environment
- Message immediacy, especially beneficial for new product announcements
- Key executive video made available to post on sponsor site
Benefits to Franchise:
- Brand new revenue source
- Video content increases website traffic
- Video program enables franchise management to more fully understand
client objectives, leading to additional product sales
- Video creates franchise excitement and awareness at show
Costs: (Confidential information not to be released to clients.)
- Camera crew, mini studio setup in booth, editing: $4,550/day
- Travel expenses for camera crew: $1,200 (estimate)
- Total cost is approximately $5,750 for a one-day shoot
- Important to schedule all interviews to take place in one day
- Add $3,550 for a second day of booth interviews
Revenue Model:
- Assume an interview sponsorship is priced at $3,000 x 10 interviews =
$30,000 total revenue
- $30,000-$5,750 = $24,250 approximate contribution margin
Tier 2: Executive Interviews with Video Coverage of Sponsor Booth
The Tier 2 program includes all of the information above and adds video
coverage of the sponsor’s booth. Booth coverage may consist of a new
product demonstration or complete tour highlighting the client’s
displayed product line.
The actual video may consist of separate segments for the executive
interview and booth coverage, or, an edited version with the executive
interview and a voice-over while booth video is displayed.
Costs: (Confidential information not to be released
to clients.)
- Camera crew, mini studio setup in booth: $4,550/day
- Second camera crew to capture booth video: $2,350/day (maximum 8
booths per day)
- Editing charge: $600/booth
- Travel expenses for camera crew: $2,000 (estimate)
- Total cost is approximately $13,700 for a one-day shoot
- Important to schedule all interviews and booth video to take place in
one day if possible
- Double costs for two full days of on-site video production
Revenue Model:
- Assume executive interview plus booth coverage sponsorship is $4,000 x
10 sponsors = $40,000 total revenue
- $40,000-13,700 = $26,300 contribution margin if all video is captured
in one day
- $40,000-20,600 = $19,400 contribution margin if two days are required
to capture all video
Tier 3: Sole Sponsored Video At Client Specified Location
Our Tier 3 offer is a completely customized video produced for one
specific client. In essence, we become the video company that produces
the videos that many of us see playing in client booths at the trade
shows we attend.
Our value proposition is threefold:
1. Any of our franchises can add content (original or repurposed
editorial, research) to increase the informational value of the client
video with the client benefiting by increased viewership
2. Our franchises can assemble a promotion program to create awareness
and viewership in the clients’ target market
3. Our specific market expertise can help shape the content included in
the video to increase the probability that the video addresses
subscriber needs
Costs: (Confidential information not to be released to clients.)
-Three-person crew consisting of a producer, video editor
and camera operator: $8,500/day
-Travel: assume $2,000
-On camera moderator or reporter if a franchise is unable to
provide a staff editor: $1,200
-Total cost: $11,700
Revenue Model:
-Cost plus profit margin
To view a sample promo piece that you can tailor to your individual
brand CLICK
HERE.
As always, please call Amanda Wegryn, Joel Frazier or me if you have any
questions or would like to alter one of these formats specific to a
client need.
In the next couple of weeks, stay tuned for additional Custom
e-newsletters which describe three more new products:
-Online Show Dailies using mobile technology
-Video Product Guides
-Personal URL’s
All the best,
Scott
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