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

Lumen5
6 Jun 202407:09

TLDREmerson and Best Western Hotels leveraged Lumen 5 to transform lengthy, technical content into engaging, localized video snippets, broadening reach and enhancing brand equity. By empowering in-house teams to create videos with ease, both companies achieved significant cost savings and content scalability, aligning with their collaborative culture and boosting ROI.

Takeaways

  • 🌟 Emerson is a global tech company facing challenges in making their technical content engaging and brand-aligned.
  • 📚 Michelle Monte, Director of Global Integrated Marketing, needed a scalable solution to refresh legacy materials and maintain brand consistency.
  • 🛠 Lumen 5 was chosen for its ability to transform long-form content into multiple short, engaging pieces suitable for different channels.
  • 🌐 The video translation tools in Lumen 5 supported Emerson's global presence by enabling localization and direct communication with local audiences.
  • 🔄 Emerson created a library of over 3,000 media assets with branded templates, standardizing content without losing their collaborative spirit.
  • 🏨 Best Western Hotels, a leading hospitality company, sought an efficient way to create videos showcasing their diverse brands and hotels.
  • 💰 The traditional video production process was costly and time-consuming, with a price tag of $60,000 to $70,000 per brand.
  • 🚀 Lumen 5 empowered Best Western's in-house marketers to create high-quality videos, reducing costs and increasing scalability.
  • 📈 With Lumen 5, Best Western saved 94% in production costs and was able to create 50 videos in a single week, totaling over 480 videos in a year.
  • 🎨 Best Western developed four branded templates in Lumen 5, encapsulating 11 different boutique brands and streamlining their video marketing efforts.
  • 🤝 The partnership between Best Western and Lumen 5's customer experience team resulted in rapid onboarding and training to meet tight deadlines.

Q & A

  • What is the primary challenge Michelle Monte faced as the director of global integrated marketing at Emerson?

    -Michelle Monte faced the challenge of dealing with long, dry, and technical content that was difficult for their audience to engage with, while also needing to refresh legacy materials in a scalable and brand-consistent manner.

  • How did Lumen 5 help Michelle and her team to address the issue of content engagement?

    -Lumen 5 helped by enabling the team to turn one long piece of content into multiple short pieces, allowing for quicker and easier audience engagement and the creation of assets for different channels with varied messages.

  • What was one of Emerson's pain points in the context of standing out in a noisy content space?

    -Emerson's pain point was creating a compelling experience for customers amidst the competition and noise in the content space, while also maintaining their culture of collaboration.

  • How did Lumen 5's video translation tools support Emerson's localization efforts?

    -The video translation tools in Lumen 5 allowed Emerson to translate videos, supporting local teams by providing content suited for their region and enabling them to speak directly to the local audience, thus aiding internal collaboration.

  • What benefits did Emerson gain from using Lumen 5 for their content strategy?

    -Emerson gained the ability to create a library of over 3,000 media assets with branded templates, standardizing content across teams and repurposing longer pieces without losing sight of their collaborative mindset.

  • What was the main issue Best Western Hotels faced with video creation for their brands?

    -Best Western Hotels faced the issue of high costs and inefficiency in creating videos for their brands, with a price tag of $60,000 to $70,000 per brand and the time-consuming process of working with production companies.

  • How did Best Western Hotels address the problem of video creation for their multiple brands?

    -Best Western Hotels addressed the problem by empowering each team to create their own content using Lumen 5, which reduced the work and cost involved in video creation.

  • What role did Lumen 5 play in enabling Robert Schwab's team to create videos for Best Western Hotels?

    -Lumen 5 allowed Robert Schwab's team to become creators, providing tools like script composer and intelligent recommendation systems that simplified the video creation process and removed the stress of video formatting.

  • How did Lumen 5 help Best Western Hotels scale their video marketing?

    -Lumen 5 helped by enabling the creation of four different branded templates that encapsulated 11 different boutique brands, allowing Best Western to scale their video marketing with speed, agility, and efficiency.

  • What was the outcome of Best Western Hotels' partnership with Lumen 5 in terms of cost savings and video production?

    -The partnership resulted in a 94% savings in production costs compared to their previous agency model, and at one point, they were able to create 50 videos in a single week, totaling over 480 videos in a year.

  • What was the timeline and challenge faced by Best Western Hotels during their initial onboarding with Lumen 5?

    -Best Western Hotels faced a tight deadline of three months to create dozens of videos for a conference in October, which was a challenge given the short timeline even for creating a single video with an agency.

Outlines

00:00

📚 Revitalizing Brand Content with Lumen 5

The first paragraph discusses Emerson's challenges as a global technology and software company in maintaining brand equity through engaging and technical content. Michelle Monte, the director of global integrated marketing, sought a scalable solution to refresh legacy materials and align them with new standards. Lumen 5 was identified as a game-changing tool that enabled the transformation of lengthy content into multiple short, engaging pieces. This not only broadened Emerson's reach across different channels but also facilitated internal collaboration. The tool's video translation feature supported localization, allowing Emerson to create a compelling experience for a global audience and fostered a culture of collaboration within the company.

05:01

🏨 Best Western's Video Marketing Revolution with Lumen 5

The second paragraph narrates the story of Best Western Hotels, a leading hospitality company with a need for video content to showcase their diverse brands. Robert Schwab, the program marketing manager, faced the high costs and inefficiency of outsourcing video production. Lumen 5 was adopted as a solution to empower in-house teams to create their own content, significantly reducing costs and time. The platform's intelligent recommendation system and script composer simplified the video creation process for marketers. Best Western developed branded templates in collaboration with Lumen 5's creative team, which encapsulated 11 different boutique brands. This enabled the company to scale their video marketing efforts efficiently. The partnership with Lumen 5's customer experience team was crucial in meeting a tight deadline, resulting in the creation of dozens of videos for a conference within a three-month window. The outcome was a substantial ROI, with a 94% reduction in production costs and the creation of over 480 videos in a year.

Mindmap

Keywords

💡Global Technology and Software Company

A 'Global Technology and Software Company' refers to a business that operates internationally, offering technological solutions and software products. In the video, Emerson is described as such a company, emphasizing its global reach and the diverse solutions it provides for essential industries. This term sets the stage for understanding the company's scale and the complexity of its marketing challenges.

💡Brand Equity

Brand Equity is the value and strength of a brand that contributes to its recognition, loyalty, and customer preference. In the context of the video, Michelle Monte, the director of global integrated marketing at Emerson, is concerned with maintaining and enhancing brand equity, especially in communications and customer-facing content. This concept is central to the narrative as it drives the need for refreshed, engaging content.

💡Long-form Content

Long-form content refers to extensive written or visual material that covers a subject in depth. The video script mentions that Emerson's content was long, dry, and technical, making it difficult for the audience to engage with. The challenge was to make this content more accessible and scalable, which is a key theme in the video.

💡Localization

Localization is the process of adapting content to suit a specific region or culture. The script highlights Emerson's use of Lumen 5's video translation tools to support localization, allowing them to create content that resonates with local audiences and teams. This strategy is crucial for standing out in a global market and is a significant aspect of the company's content strategy.

💡Collaboration

Collaboration is the act of working together to achieve a common goal. The video emphasizes the importance of collaboration within Emerson's culture, especially when creating content that is both engaging and reflective of the company's values. The ability to create localized content without additional work is a testament to the power of collaboration in content creation.

💡Content Differentiator

A content differentiator is a unique feature or aspect of content that sets it apart from competitors. In the video, the use of video translation tools in Lumen 5 is highlighted as a key differentiator for Emerson, allowing them to create content that is tailored to global audiences and supports local teams effectively.

💡Media Assets

Media assets are pieces of content such as images, videos, and audio files that can be used across various marketing channels. The script mentions that Emerson has a library of over 3,000 media assets, which they use to standardize content across teams and repurpose long-form content. This demonstrates the company's strategic approach to content management and reuse.

💡Hospitality Company

A hospitality company, like Best Western Hotels mentioned in the video, operates in the service industry, providing accommodation and related services. The video discusses how Best Western used video content to showcase their amenities, locations, and staff, emphasizing the importance of video in building their brand and customer engagement.

💡Production Cost

Production cost refers to the expenses incurred in creating a product, such as a video. The script highlights the high costs associated with traditional video production for Best Western's multiple brands, which was a significant pain point. The adoption of Lumen 5 allowed them to reduce these costs dramatically, making video production more accessible and efficient.

💡Branded Templates

Branded templates are pre-designed formats 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 branded templates for their 11 different boutique brands, streamlining the video creation process and ensuring brand consistency across all marketing materials.

💡ROI (Return on Investment)

Return on Investment (ROI) measures the efficiency of an investment or the amount of return on a portfolio of investments. In the context of the video, Best Western's use of Lumen 5 has resulted in significant ROI, with a 94% reduction in production costs and the ability to create a large volume of videos quickly, demonstrating the effectiveness of their video marketing strategy.

Highlights

Emerson is a global technology and software company facing challenges in brand equity and customer communication due to the nature of their long, dry, and technical content.

Michelle Monte, Director of Global Integrated Marketing at Emerson, sought to refresh legacy materials and align them with new standards in a scalable and brand-consistent manner.

Lumen 5 was chosen for its ability to transform long-form content into multiple short pieces, engaging 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 faced the challenge of standing out in a noisy content space while maintaining a culture of collaboration.

Lumen 5's video translation tools allowed Emerson to support localization, providing content best suited for their region and enhancing internal collaboration.

Emerson has built a library of over 3,000 media assets with branded templates for standardized content across teams.

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

The traditional video creation process for Best Western was costly and time-consuming, with a price tag of $60,000 to $70,000 per brand.

Best Western transitioned to empowering in-house teams to create their own content using Lumen 5, reducing costs and increasing efficiency.

Lumen 5's intelligent recommendation system and script composer tools enabled marketers to become creators without prior video editing or scripting knowledge.

Best Western created four different branded templates in collaboration with Lumen 5's creative team, encapsulating 11 different boutique brands.

Best Western's own photographers uploaded media to Lumen 5, creating a library of high-quality, on-brand creative assets.

The partnership between Best Western and Lumen 5's customer experience team resulted in the creation of dozens of videos for a conference within a tight three-month deadline.

Best Western saved 94% in production costs compared to their previous agency model and created over 480 videos in a single year.

The customer experience and creative teams at Lumen 5 are proud of the partnership with Best Western and the videos they continue to create.

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