The Current Iowa, an Autograph Collection hotel in Davenport, Iowa, came to us looking to get more people up to their skybar. It is the only rooftop lounge of its kind in the Quad City area, and it is absolutely breathtaking. However, many people in the area were not aware of all they have to offer. Our job was to create a high-quality commercial video that would encourage people to come and enjoy the space while spending more money on classy food and drink items.
Before we begin executing a video, we always start with strategy. First, we found out our client's problems and goals. UP Skybar was getting great attendance at night, but managers wanted to boost the 6-7 p.m. crowd and encourage people to spend more money. Next, we found out exactly who we are targeting. As the saying goes, "If you're targeting everybody, you're targeting nobody." So, we dove into the demographics, psychographics, and personality traits to identify the ideal customer who would make the largest impact on the skybar. We also listed customers outside of this description to make sure we were not alienating anyone. Once we recorded everything we could about our fictional target customer (her name was Samantha Winchester in this case) we started brainstorming why we targeted her, and how we could best do so. This led us perfectly into the planning phase, where we developed a shotlist and voice-over script. Then, we found our actors. (Scroll to read about our video production.)
Once we planned out the entire video, we coordinated the filming day. This particular shoot was very complex. There were tons of moving parts - from acquiring safe and FAA-compliant drone footage to placing and feeding 20 actors. As we filmed, we all worked together to make sure we were getting an abundance of shots for post-production. We would rather overshoot than undershoot. Once we had all the shots we needed and more, we organized, consolidated, and edited the footage to bring it to life. (Scroll to read about our social media ad campaign.)
A video is pointless if it does not deliver the intended results. To ensure this video reached the maximum number of people possible, we ran social media ads with call-to-actions, like "Share for a free drink," and, "Enter your email for a chance to stay at the hotel for free." The ad absolutely crushed the estimated metrics because our organic reach actually surpassed our paid reach. That is why our project strategy, video production and ad campaign all matter. If the result is something people connect with, they will be eager to share, and it will spread like a wildfire. Otherwise, you have to rely on money alone to get your content in front of people, and minuscule click-through rates will not maximize sales.
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