New Ways to Make Video Webinar - Case Study Highlights with Mike Cheng

Lumen5
6 Jun 202407:09

TLDRIn this webinar, Mike Cheng discusses how companies like Emerson and Best Western Hotels leverage Lumen 5 to transform lengthy, technical content into engaging, localized video snippets. Emerson's global marketing team used the tool to create diverse assets for various channels, enhancing brand equity and customer experience. Best Western empowered in-house marketers to create high-quality videos for their multiple brands, reducing production costs and scaling their video marketing efficiently.

Takeaways

  • 🌐 Emerson is a global technology company facing challenges in making their technical content engaging and scalable.
  • 📚 Michelle Monte, the director of global integrated marketing, needed to refresh legacy materials while maintaining brand equity.
  • 🛠️ Lumen 5 was chosen for its ability to transform long-form content into multiple short, engaging pieces suitable for different channels.
  • 🌍 Emerson utilized Lumen 5's video translation tools to support localization and cater to global audiences effectively.
  • 🔑 The tool facilitated internal collaboration by allowing teams to create more curated experiences without additional workload.
  • 🏢 Best Western Hotels, a leading hospitality company, faced high costs and inefficiency in video production for their multiple brands.
  • 🎬 Robert Swapp, program marketing manager, sought a solution to empower in-house teams to create videos, reducing costs and time.
  • 🚀 Lumen 5 enabled Best Western to scale video production efficiently, solving the creation bottleneck and allowing for rapid content creation.
  • 💼 The use of branded templates in Lumen 5 standardized content across teams and facilitated the repurposing of media assets.
  • 📈 Best Western achieved significant ROI, saving 94% in production costs and increasing the speed and efficiency of video marketing.
  • 🤝 The partnership between Best Western and Lumen 5's customer experience team resulted in the successful creation of dozens of videos under a tight deadline.

Q & A

  • What was the primary challenge faced by Emerson's Global Marketing organization?

    -Emerson's Global Marketing organization faced the challenge of dealing with long, dry, and technical content that was hard for their audience to engage with.

  • How did Michelle Monte, the director of global integrated marketing at Emerson, address the issue of legacy materials and brand equity?

    -Michelle Monte refreshed legacy materials by aligning them with new standards in a scalable and consistent manner that stayed on brand, using Lumen 5 to turn one long piece of content into multiple short pieces.

  • What was the advantage of using Lumen 5 for Emerson in terms of content creation?

    -Lumen 5 allowed Emerson to break down long-form content into multiple snippets, enabling the creation of assets for different channels with different messages, thereby broadening their reach and engaging their audience more effectively.

  • How did Emerson utilize Lumen 5's video translation tools to support localization and internal collaboration?

    -Emerson used Lumen 5's video translation tools to create localized content that supported local teams and allowed them to speak directly to their local audience, enhancing internal collaboration and creating more curated experiences.

  • What was the main problem Best Western Hotels faced in creating video content for their brands?

    -Best Western Hotels faced high costs and inefficiency in creating video content through production companies and the agency model, which was unsustainable for their 19 different brands.

  • How did Best Western Hotels solve the creation bottleneck and reduce costs in video production?

    -Best Western Hotels empowered each team to create their own content using Lumen 5, reducing the work and cost associated with video production and enabling scalability.

  • What role did Lumen 5 play in enabling marketers at Best Western to become creators?

    -Lumen 5 provided tools like script composer and intelligent recommendation systems, which removed the stress of video format and allowed marketers to focus on their core strengths.

  • How did Best Western Hotels utilize Lumen 5 to create branded templates for their video content?

    -Best Western Hotels worked with Lumen 5 to create four different branded templates that encapsulated 11 different boutique brands, using their own photographers to upload media and create a library of high-quality, on-brand creative assets.

  • What was the impact of using Lumen 5 on Best Western Hotels' video marketing strategy?

    -Best Western Hotels saw significant ROI, saving 94% in production costs compared to their agency days, and were able to create 50 videos in a single week, totaling over 480 videos in a year.

  • How did the partnership between Best Western Hotels and Lumen 5's customer experience team contribute to their success?

    -The partnership involved close collaboration in creating branded video templates, rapid deployment of training and platform adoption, and working tirelessly to meet tight deadlines, ultimately contributing to Best Western's success in video marketing.

Outlines

00:00

🌐 Revitalizing Brand Content with Lumen 5

Emerson, a global technology and software company, faced challenges in making their technical content engaging for a global audience. Michelle Monte, the director of global integrated marketing, sought a solution to refresh legacy materials and align them with new standards in a scalable and consistent manner. Lumen 5 was identified as a game-changing tool that enabled the transformation of long-form content into multiple short, engaging pieces. This not only broadened Emerson's reach but also supported localization and internal collaboration. With over 3,000 media assets and branded templates, Emerson standardized content across teams, respecting local needs and resources while maintaining a collaborative mindset.

05:01

📈 Best Western's Video Marketing Revolution with Lumen 5

Best Western Hotels, a leading hospitality company with over 4,700 hotels and 19 brands, needed an efficient way to create video content showcasing their amenities and staff. The traditional agency model was costly and time-consuming. Robert Schwab, the program marketing manager, found a solution in empowering in-house teams to create their own content using Lumen 5. This approach reduced production costs by 94% and allowed the creation of 50 videos in a week, totaling over 480 videos in a year. Lumen 5's intelligent recommendation system and script composer made video creation accessible to marketers, enabling them to become creators without the need for extensive video editing skills. The partnership between Best Western and Lumen 5's customer experience team resulted in the rapid development and deployment of branded video templates, facilitating a scalable and efficient video marketing strategy.

Mindmap

Keywords

💡Global Marketing

Global Marketing refers to the strategic planning and execution of marketing activities across different countries and cultures. In the video, Emerson, a global technology company, faces the challenge of maintaining brand equity in a diverse market. Michelle Monte, the director of global integrated marketing, needed to refresh legacy materials and align them with new standards in a scalable and consistent way, which is crucial for global marketing efforts.

💡Brand Equity

Brand Equity is the value and strength of a brand, often reflected in its ability to influence consumer behavior and attract loyal customers. In the context of the video, Emerson's content was long and technical, making it hard for their audience to engage. Refreshing this content to align with brand equity was a key task for Michelle and her team.

💡Long-form Content

Long-form content typically refers to extensive, detailed content that can be lengthy and in-depth. In the video, Emerson's content was described as long and dry, which posed a challenge in engaging their audience effectively. Michelle turned to Lumen 5 to break down this long-form content into multiple short pieces, enhancing audience engagement.

💡Lumen 5

Lumen 5 is a video creation platform that allows users to turn text into videos. In the video, Michelle from Emerson used Lumen 5 to transform long-form content into multiple short pieces, which helped in engaging audiences more quickly and easily. It was a game changer for their content strategy.

💡Content Localization

Content Localization involves adapting content to meet the language, cultural, and regional needs of a specific audience. In the video, Emerson used Lumen 5's translation tools to support localization, allowing them to create content that resonates with local audiences and supports internal collaboration.

💡Collaboration

Collaboration in the video refers to the process of working together to achieve a common goal, especially in the context of content creation. Emerson emphasized the importance of creating a compelling experience for customers while also focusing on internal collaboration, which was facilitated by Lumen 5's tools.

💡Best Western Hotels

Best Western Hotels is a leading hospitality company with a global presence. In the video, Robert Schwab, the program marketing manager, discusses the need for video content to showcase amenities, locations, and staff, which is essential for building their brand and attracting customers.

💡Video Creation Bottleneck

A video creation bottleneck refers to the challenges and limitations in the process of creating videos, often due to high costs, time constraints, or lack of resources. In the video, Best Western faced this issue with their agency model, which was expensive and unsustainable. Lumen 5 helped them overcome this by empowering their teams to create their own content.

💡Branded Templates

Branded Templates are pre-designed templates that incorporate a company's branding elements, making it easier to create consistent content. In the video, Best Western worked with Lumen 5 to create four different branded templates that encapsulated their 11 different boutique brands, streamlining their video marketing efforts.

💡ROI (Return on Investment)

ROI is a measure used to evaluate the efficiency of an investment or to compare the profitability of different investments. In the video, Best Western saw significant ROI by saving 94% in production costs compared to their previous agency model and creating a large volume of videos in a short time.

💡Onboarding

Onboarding in the video refers to the process of integrating a new client or team into the use of a new system or platform. Lumen 5's customer experience team worked closely with Best Western to ensure a smooth onboarding process, including training and platform adoption, which was crucial for meeting their tight deadlines.

Highlights

Emerson, a global technology and software company, faced challenges in making their technical content engaging for a global audience.

Michelle Monte, Director of Global Integrated Marketing at Emerson, needed to refresh legacy materials and align them with new standards in a scalable way.

Lumen 5's ability to transform one long piece of content into multiple short pieces helped Michelle and her team engage audiences more quickly and easily.

Emerson utilized Lumen 5 to create assets for different channels, broadening their reach by meeting their audience where they are.

Emerson's content strategy focused on standing out in a noisy space, with a keen awareness of their specific culture around collaboration.

Video translation tools in Lumen 5 supported localization, allowing Emerson to provide content best suited for their region and speak directly to the local audience.

Emerson's internal collaboration was enhanced by creating more curated experiences without adding more work, thanks to Lumen 5's tools.

Best Western Hotels, a leading hospitality company, needed video to showcase their amenities, locations, and staff to build their brand.

The process of creating video for all their brands was problematic due to high costs and the inefficiency of the agency model.

Best Western's solution was to empower each team to create their own content, reducing work and cost through Lumen 5.

Lumen 5's intelligent recommendation system and script composer tools allowed marketers to become creators, simplifying the video creation process.

Best Western created four different branded templates in Lumen 5, encapsulating 11 different boutique brands.

With Lumen 5, Best Western was able to scale their video marketing with speed, agility, and efficiency, impossible with the agency model.

Best Western saved 94% in production costs versus their agency days and created over 480 videos last year.

The partnership between Best Western and Lumen 5's customer experience team resulted in rapid onboarding and training for maximum efficiency.

Best Western's success with Lumen 5 demonstrates the power of empowering in-house marketers to create high-quality, on-brand video content.