New Ways to Make Video Webinar - Case Study Highlights with Mike Cheng
TLDREmerson, a global technology company, faced challenges in engaging audiences with long, technical content. Michelle Monte, Director of Global Integrated Marketing, turned to Lumen 5 to create short, engaging videos from long-form content, enhancing brand equity. Lumen 5's video translation tools also supported localization, aiding internal collaboration and customer experiences. Best Western Hotels used Lumen 5 to empower in-house teams to create high-quality videos, reducing costs and increasing efficiency, leading to significant ROI.
Takeaways
- 🌐 **Global Marketing Challenge**: Emerson, a global technology company, faced the challenge of making their long, technical content more engaging for a global audience.
- 📈 **Content Transformation**: Michelle Monte, Director of Global Integrated Marketing at Emerson, aimed to refresh legacy materials to align with new standards while maintaining scalability and brand consistency.
- 🎥 **Video as a Solution**: Turning to Lumen 5, Emerson could transform one long piece of content into multiple short, engaging videos to reach different audiences through various channels.
- 🌟 **Standing Out**: Emerson recognized the need to stand out in a crowded content market and focused on creating a compelling customer experience that respected their collaborative culture.
- 🌐 **Localization through Translation**: Using Lumen 5's translation tools, Emerson supported localization, allowing local teams to create content suited for their region and speak directly to the local audience.
- 👥 **Internal Collaboration**: The translation tools also facilitated internal collaboration, enabling teams to create more curated experiences without additional workload.
- 📚 **Media Asset Library**: Emerson built a library of over 3,000 media assets and branded templates, standardizing content across teams and repurposing longer pieces.
- 🏨 **Hospitality Industry Example**: Best Western Hotels, a leading hospitality company, identified the need for video to showcase their amenities, locations, and staff to build their brand.
- 💸 **Cost and Efficiency**: Outsourcing video creation was costly and inefficient for Best Western, with a price tag of $60,000 to $70,000 per brand.
- 🛠️ **Empowerment and Creation**: By using Lumen 5, Best Western empowered their teams to create their own content, reducing costs and the time taken to produce videos.
- 🏆 **Branded Templates**: Best Western worked with Lumen 5 to create four branded templates that encapsulated 11 different boutique brands, streamlining their video marketing efforts.
- ⏱️ **Agile Production**: With Lumen 5, Best Western was able to create videos quickly, even under tight deadlines, and saw significant ROI by saving 94% in production costs compared to their previous agency model.
Q & A
What was the main challenge faced by Michelle Monte in leading Emerson's global marketing organization?
-Michelle Monte faced the challenge of refreshing legacy materials and aligning long-form, technical content with new standards in a scalable and consistently on-brand way.
How did Lumen 5 help Michelle and her team to engage their audiences more quickly and easily?
-Lumen 5 allowed Michelle and her team to turn one long piece of content into multiple short pieces, enabling them to create assets for different channels and broaden their reach.
What was one of Emerson's pain points in standing out in a noisy marketing space?
-Emerson's pain point was creating a compelling experience for customers while standing out in a competitive marketing space.
How did Lumen 5's video translation tools help Emerson with localization?
-Lumen 5's video translation tools allowed Emerson to support localization, providing content best suited for different regions and enabling local teams to speak directly to their audience.
What was the issue with the traditional video creation process for Best Western Hotels?
-The traditional video creation process for Best Western Hotels was costly, with a price tag of $60,000 to $70,000 per brand, and time-consuming, taking days to create a single video.
How did Best Western solve the problem of the creation bottleneck?
-Best Western solved the creation bottleneck by empowering each team to create their own content using Lumen 5, which reduced the work and cost involved in video creation.
What was the benefit of using Lumen 5's script composer and intelligent recommendation system for Best Western?
-Using Lumen 5's script composer and intelligent recommendation system allowed marketers at Best Western to become creators, removing the stress of video format and enabling them to focus on their core competencies.
How did Lumen 5 help Best Western scale their video marketing?
-Lumen 5 helped Best Western scale their video marketing by providing branded templates that encapsulated 11 different boutique brands, allowing for rapid creation and deployment of videos.
What was the timeline for Best Western to create dozens of videos for a conference using Lumen 5?
-Best Western had a three-month window to create dozens of videos for a conference using Lumen 5.
How much did Best Western save in production costs by using Lumen 5 compared to their previous agency model?
-Best Western saved 94% in production costs by using Lumen 5 compared to their previous agency model.
How many videos did Best Western create in a single week at one point using Lumen 5?
-At one point, Best Western created 50 videos in a single week using Lumen 5.
Outlines
🌐 Emerson's Global Marketing Refresh
Emerson, a global technology and software company, faced challenges in aligning its long, technical content with new branding standards while maintaining scalability and consistency. Michelle Monte, the director of global integrated marketing, sought a solution that could support marketing, PR, and beyond without losing the core message. Lumen 5 was chosen for its ability to transform lengthy content into multiple short pieces, engaging audiences more effectively across different channels. A key pain point for Emerson was standing out in a noisy marketing space, and they leveraged Lumen 5's video translation tools to support localization, allowing them to create a compelling experience for customers and facilitate internal collaboration. Emerson now has a library of over 3,000 media assets and branded templates, enabling them to standardize content across teams and repurpose longer pieces while respecting the collaborative mindset and local team needs.
🏨 Best Western's Video Marketing Transformation
Best Western Hotels, a leading hospitality company with over 4,700 hotels worldwide, needed a cost-effective and scalable way to create videos for their various brands. The traditional agency model proved expensive and inefficient, with each video costing $60,000 to $70,000. Robert Schwap, the program marketing manager, turned to Lumen 5 to empower in-house teams to create their own content. Lumen 5's tools allowed marketers to become creators, simplifying the video production process. Best Western developed four branded video templates that encapsulated 11 different boutique brands, using their own photographers' media to create a high-quality, on-brand library. This approach allowed them to scale video marketing with speed and efficiency, saving 94% in production costs compared to their previous agency model. Lumen 5's customer experience team worked closely with Best Western to meet a tight deadline, creating four templates in just 60 days and training the team for rapid platform adoption. As a result, Best Western created over 480 videos in the last year, significantly increasing ROI.
Mindmap
Keywords
💡Global Marketing
💡Brand Equity
💡Long-form Content
💡Localization
💡Collaboration
💡Lumen 5
💡Snippets
💡Media Assets
💡Hospitality
💡Production Cost
💡Templates
Highlights
Emerson, a global technology company, faced challenges in making their technical content engaging for their audience.
Michelle Monte, Director of Global Integrated Marketing, needed to refresh legacy materials to align with new standards.
Lum 5 was chosen for its ability to turn long-form content into multiple short pieces, enhancing audience engagement.
Emerson's content was previously long, dry, and hard for their audience to engage with.
The tool implemented needed to support marketing, PR, and beyond without losing the core message.
Lum 5 allowed Emerson to create assets for different channels, broadening their reach.
Emerson aimed to stand out in a noisy content space while respecting their culture of collaboration.
Video translation tools in Lum 5 supported localization and helped Emerson cater to global audiences.
Lum 5's video translation tools allowed local teams to speak directly to their regional audience.
Emerson used Lum 5 to create content that suits their strategy and company culture.
Best Western Hotels, a leading hospitality company, needed video to showcase their amenities and build their brand.
Robert Schwap, Program Marketing Manager, faced challenges in creating video content for over 19 different brands.
Outsourcing video creation was expensive and time-consuming for Best Western.
Adobe After Effects was initially used, but it was not scalable for creating videos for multiple brands.
Lum 5 empowered each team at Best Western to create their own content, reducing costs and work.
Lum 5's intelligent recommendation system and script composer made video creation accessible for marketers.
Best Western created four branded templates in Lum 5, encapsulating 11 different boutique brands.
Best Western's own photographers uploaded media to Lum 5, creating a library of high-quality, on-brand assets.
Best Western was able to scale their video marketing with speed, agility, and efficiency using Lum 5.
Lum 5's customer experience team worked closely with Best Western to meet tight deadlines and create dozens of videos.
Best Western saved 94% in production costs and created over 480 videos in a year using Lum 5.