Marketing Staff Members and Creating Videos to Improve E-Commerce
March 21, 2011 by Traci McMurray
Zappos, a leading E-commerce site owned by Amazon, has really cashed in on the video marketing program it started in 2009. in 2010 the company created over 58,000 videos featuring 11 regular-joe type staff members. The result? Sales were 10% higher on postings that included a video description and returns decreased.
According to Steve Posavac, professor of marketing at Vanderbilt University Owen Graduate School of Management, using regular people to market to a similar target audience can improve effectiveness.
"If you just have a regular person who matches the target segment the consumer is likely to trust that communication more," he says.
Posavac also notes that high end products require a strategy that is a bit loftier to reach customers.
Learn about other companies using staff members in their marketing promotions in the full article from the Wall Street Journal.
