Hi everybody. Welcome to the Joyco blog. I'm Andrew Gabbert, and I'm here with Kimberly Brokling and we are going to talk about how Rothschild Safaris uses videos in their marketing. Welcome, Kimberly.
Why don't you tell me what you do at Rothschild?
Yes. I work primarily in marketing here at Rothschild Safaris. We are a travel company. We specialize in luxury travel and we go to a number of destinations in Africa, South America, Australia, and Asia.
Awesome. I want to just jump right in. Why don't you tell me why video is important to you guys in your marketing?
Absolutely. I think the appeal of video to our company is that travel is inherently an experience that is multi-sensory, so video allows you to capture just a little bit of that, so that you can better imagine what the travel will be like, because you get the sounds and you get the movement, and you get the pictures. We're interested in it because it helps people get that picture a little bit better.
It gives them a teaser. It shows them what they're missing.
Or what they don't have to miss.
What they don't have to miss, precisely. Okay, great. Why don't you talk a little bit about how you are currently marketing the company?
Absolutely. There's a number of different marketing efforts. My personal role is more on the website side and some of the ways that we're using video in that are to utilize videos for the various destination and we also are interested in using it for blogging. We have a number of other digital marketing efforts that are going out and some business development with travel agents, but my side is mostly on the website and digital marketing side.
Great. You mentioned the videos of the destinations where you guys go. Talk a little bit about that.
Absolutely. What we've been doing is working with some partners who have similar interests to us, such as tourism boards, or some of the property owners to share that video, because we're all interested together in helping people have these amazing experiences, and so a lot of what we're working on is how can we take things that people have already built, already used, already have put together, and use that in a way that's going to be beneficial for all of us, and so we've been slowly but surely working with those partners and then adding that to our website, under the countries where people would be interested in traveling, so that when you're looking at it, there's a short introduction about what you might experience in that country, there's some highlights about what you might see, and then there's a video there so you can really get that sensory experience of, "This is what it might look like for you."
Yeah. I think that's fascinating. I think it can be challenging for people in certain industries, but for yours where there are other businesses, and other groups, organizations, tourism organizations, like I think on your Ecuador page where you go to Ecuador, so on there you've got a video that's called, I think it's called "Visit Ecuador," but you guys didn't make it. The country or the tourism organization made the video and then you guys have gotten permission to use it on your own website.
That kind of a partnership I think is just awesome because it's low budget. You didn't make the video, it saves time, it saves money, and you get to reach out to the same audience. You're both benefiting from it.
That's a cool idea. I think that's fascinating. I wish every industry could do that, but unfortunately we can't all do that, but that's a good idea. If you guys listening, if there's any kind of partnership, a strategic partnership that you can think of, where you can borrow content and share and both benefit from, I think that's one way to certainly save money, save time, and get a video up which can be so engaging. Like you said, for you guys, it puts people there without putting them there. It allows them to see what they can experience and it captures their attention by grabbing onto their desires. They're interested in going somewhere, and this gets their attention because it plays off of that. "I know you want to go here. Watch me. I'm going to tell you about it." That's cool. That's cool. Are you guys using videos any other way? I know you've got a video on your homepage.
Yes. We have an introductory video on our homepage that the owner of the company speaks a little bit about what we do, and why we do it, and it's an interesting video because it talks about some of our values as a company. That one is the major one that we've actually produced in house, at this point, although we are thinking that we want to add more of this type of video marketing because it's, again, it's a really good way to reach people, it's a different content delivery method. It should work really well.
Let's talk about that video for a little bit. You mentioned that you've got these videos for the destinations, which you guys are borrowing. This one you made. Why couldn't you, and this is going to sound like a dumb question, why couldn't you borrow a video like that? Why do you have to do that yourself?
That's actually a great question, and the reason is because it's about our company values. That's obviously not something that can be outsourced. When we made that, that was a little bit before I started to work here, but I believe it was in celebration. It was the first time that we won Travel and Leisure World's Best as an agency, and we wanted to celebrate and I think discuss why we were able to win that award and put it in a way that's meaningful and the thing about video is that people are more likely to actually retain your message because you can't just skim over it. You're getting it visually, and you're getting it auditorially, I guess is the word I'm looking for. I think that that video was really powerful and it's something that can't be outsourced, because it's our company values, it's our company founder. It's a little bit about what we're about.
I want to briefly touch on the message of that video. You said that it's really good because it explains your values as a company, and who you are. There are a lot of different theories about the kind of content you should put on your website. I think that one of the biggest schools of thought is you want to appeal to your audience and get them engaged by showing them the benefit that they can get out of your company, your business. Now, your video doesn't necessarily do that. It does that a little bit, but I think the primary focus is not so much on, "Here's what you're getting to get out of it," but it's, "Here's who we are. Here's the kind of connection that you're going to make when you work with us. We're not your average travel agency. We are a company," and you mentioned this earlier before the interview, "We are travel designers. We're not just going to sign you up. We're going to walk with you through the process, we're going to make sure you're on the right trip, and we're going to do it right from the start." Why don't you talk about the choice of message there, and why it's important to your audience to know the company they're talking to, rather than maybe the specific, the itinerary of the trip or something like that?
Absolutely. Here, we have a philosophy that as you mentioned, we're travel designers. We're not somebody you call for a trip and then you book the trip and then you never talk to us again. We build real long-term relationships where people who have been traveling with us for years and years and years. That message is really important for us to convey, because that's what we're about. We're not looking for customers, really, that just want to book a trip and be done with it. We want people that are involved and are engaged, and so I think that's part of why that message selection was made.
Yeah. I think it's important to note that the decision is based on the audience. It's what are they looking for, because you can go to a lot of travel agencies and they're going to book you a trip, but they want a new experience. They want something different. They want excitement and they want to go to Africa or South America, or wherever, but they want to do it and really get something amazing out of it. Your video is speaking to that extra element. Obviously you can book the travel, but this is how you guys are going above and beyond.
Keep in mind as you guys are making videos, those of you that are listening, you want to convey the benefits of your product or service, or your organization, however, you need to do it in a way that's going to resonate with the client, or the customer. Whoever your audience is. It looks different for a lot of people. It's not always the same.
Right, and I think it's important when you're looking at what type of videos you want to go up. I mean, the basic question is, is the content good? Is this something that my clients will enjoy or my potential clients will enjoy? Does it make their lives better? Or, did they just waste their time watching it? That's one of the bigger questions, too. You want to put something out that's a little bit different and that's unique to you and allows people to get to know you a little bit better, and that they benefit from.
Right. It's possible, but it's hard to succeed if helping people is not one of your goals.
You've touched a little bit on some feature ideas. Why don't you talk about how you want to change the way that you're doing video marketing, or amp it up a bit?
Right. Well, we're pretty new to the video marketing space. This is something that we've been thinking about for a long time, and now it's a matter of trying to figure out exactly what we want to do with it, and there's a few places that I have in mind. I know that one of the things that we want to do is create a video blog about Return on Experience, which is this idea we have of if you go on a trip with us, how long are you talking about it? Are you still talking about that trip 10 years from now? In which case, that's a good return on experience. If you go on a trip and you're not talking about it 2 weeks later, then maybe you should have booked with us. That's one of the ideas we have, is to talk about that idea, but another thing we really want to do is start taking our video channels a little bit more seriously.
We're fairly active on a number of social media channels right now, and YouTube unfortunately has been a little bit neglected, and so we want to work on using that video in order to either drive people to our website or at least get them interested in travel. There's a lot of different ways to do that, that we're still interested in learning about. You can add call to actions to your videos so that they actually go somewhere, which is something that, I think, is missed a lot. I know it's not set up that way on all of our videos at this point, and so that's one of the things that we really want to focus on, and then I think adding the content. We get a lot of questions here about luggage and what to pack, and it's a difficult question because everybody has a different idea of what they need to pack, and then there's variations, and what your luggage size can be.
I think that video would be a really great opportunity to help people with that question, because people tend to learn more from video than they do with others. Studies have shown that video is more effective for learning and it's because, again, it's visual and it's auditory, and you can't just skim through it. Those are some of the ideas that we have, as far as moving forward with more video marketing.
Yeah. I just had an idea just now. I think that it'd be really cool, I think that you guys have a cool opportunity for user generated content. As people go on safaris, then they can share their videos with you afterward. "Here's what I experienced." Client testimonials is the term for that, but they can be so powerful in your marketing if you get it from the users perspective, the client, the customer, your audience. If they can talk in their own words and show you from their own perspective, that can be very powerful. Very powerful, for sure.
You mentioned that you're new to video marketing?
What are some areas that you are not as familiar about, that you want to learn more about as it relates to video marketing?
Absolutely. Well, I think if you Google "video marketing," or, "how do I add video to my business?" it can quickly get overwhelming with questions about equipment, and then how do you add the sound? Then, how do you edit the videos? You know, I think the important thing for us is going to be to go in slowly. Like, we don't necessarily need to have viral, 9,000 view YouTube video right away. I think for me, it's going to be very much about, well, let's take this slowly in terms of learning a bit. Also, in terms of gauging how effective it is. At this point, yes, we think it's a great idea to do video. I like numbers attached to that.
Like, how is this actually performing? Has anybody commented on them? Has anybody said, "Oh, I love that?" Have we gotten any feedback at all? I think with marketing in general, it's really easy to spend a lot of time on things that are not as valuable as you hoped them to be, but it's also really easy to overlook things that are really valuable. I think there's going to be quite a bit of focus at first on just waiting and slowly and seeing what challenges come up, seeing if we get any reactions, and then from there, deciding how much more effort and time and budget that we want to put towards it.
Yeah. You got to know how you're doing to know what you can afford. I want to touch on something you mentioned. You mentioned the term "viral video" with 9,000 views. Here's what I want to say. I think a lot of people would hear that and think, "Well, that's not viral, 9,000 views," but what I want to say is, viral, the term viral is relative. 9,000 views could be the entire market, you know?
Well, it's true. I'm laughing because watching videos at home with my fiancé, I always say much lower numbers. He's like, "No, nobody's watched that one. Don't click on it." I'm laughing that you picked up on that, as well.
A lot of times companies are looking for a viral video and they don't really know what that means, or what that looks like because a viral video is only a viral once it goes viral. There's no formula. We wrote a blog about this on our blog, so you guys can look for it, but there's some things that you need to do to make a good video, and the best way to make it go viral is to know your audience, and know it's going to resonate with them, and it doesn't matter the number of views, it doesn't matter the number of shares, it doesn't matter the number of likes or comments. What matters is, are they getting it? Are they applying it? Are they doing what you're asking them to do?
If your market is 300,000 strong, and your video reaches 200,000, that is a viral video. If your market is 5000 people and you reach 4000, that is incredible success. The numbers don't matter. It just matters how many people, what percentage are you reaching of your audience and how are they responding to it. That's the important part, is how are they responding to it, not necessarily how many people are watching it.
Well, that's exactly it. I mean, for us, it almost doesn't even count until you talk to one of our travel designers. If the video is getting people on the phone, then that's something that's valuable to us, because that's where you can really start to figure out what people are looking for and what their travel dreams are and all of those details.
For some companies, a video is going to be the only thing that's needed to get them on the phone with you. For other companies, it's going to take a video, it's going to take a couple blog posts, it's going to take a free trial, it's going to take a few things, so you've got to look at your business, what you're offering, and you've got to figure out how can we incorporate video most effectively? It doesn't mean going and spending $100,000. That may not necessarily mean doing a free video. Sometimes a free video, using your friend, sometimes that's not the right option. Sometimes you got to have something good to show off your excellent product or the quality of your company, because every video you do is going to represent who you are, but sometimes, that's ideal. Sometimes an iPhone video is all you need.
I think, too, it's important to remember everybody in your audience. A lot of times, I think marketers get very focused on how many new customers, how many form submissions, and all of that, but one of the ideas that I talked about was the luggage. Those are people that have already booked. How are you delighting your customers? How are you making the experience better?
Continuing to provide value for them.
It's not just about acquiring the customer, it's delighting them, continuing to delight them.
Cool. Well, great. Thank you, Kim. This has been awesome. Thank you for sitting with me and talking.