New Ways to Make Video Webinar - Case Study Highlights with Mike Cheng
TLDREmerson and Best Western Hotels leverage Lumen 5 to transform long-form content into engaging, localized video snippets, enhancing brand equity and customer experience. Emerson's global marketing strategy and Best Western's video content creation for multiple brands are both streamlined and cost-effective, showcasing the power of Lumen 5 in empowering in-house teams to create high-quality, on-brand media.
Takeaways
- 🌐 Emerson is a global technology and software company facing challenges in making their technical content engaging and scalable.
- 📚 Michelle Monte, Director of Global Integrated Marketing at Emerson, needed to refresh legacy materials while maintaining brand consistency.
- 🔧 Lumen 5 was chosen for its ability to transform long-form content into multiple short, engaging pieces suitable for various channels.
- 🌍 Emerson utilized Lumen 5's video translation tools to support localization, aiding both internal collaboration and direct communication with local audiences.
- 📈 By empowering local teams with video creation, Emerson built a library of over 3,000 media assets, enhancing their brand's reach and impact.
- 🏨 Best Western Hotels, a leading hospitality company, sought an efficient way to create videos showcasing their diverse hotel brands.
- 💰 The traditional video production process was costly and time-consuming for Best Western, with a high price tag per brand.
- 🛠 Lumen 5 enabled Best Western's in-house marketers to become creators, reducing the reliance on external production companies and associated costs.
- 📈 With Lumen 5, Best Western created four branded templates for their 11 boutique brands, streamlining the video creation process.
- 🚀 Best Western achieved significant ROI, saving 94% on production costs and demonstrating the efficiency of in-house video creation with Lumen 5.
- 🤝 The partnership between Best Western and Lumen 5's customer experience team resulted in rapid onboarding and template creation, meeting tight deadlines.
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 difficult for their audience to engage with. They needed to refresh legacy materials and align them with new standards in a scalable and consistent manner while staying on brand.
How did Michelle Monte, Director of Global Integrated Marketing at Emerson, address the issue of engaging content?
-Michelle Monte turned to Lumen 5, which allowed her team to turn one long piece of content into multiple short pieces. This helped them engage their audiences more quickly and easily, creating assets for different channels with different messages and broadening their reach.
What was one of Emerson's pain points in standing out in a noisy content space?
-Emerson's pain point was creating a compelling experience for customers amidst a noisy content space. They needed to stand out while also paying attention to their specific culture around collaboration.
How did Lumen 5's video translation tools help Emerson with localization?
-Lumen 5's video translation tools allowed Emerson to support localization by translating videos, which not only helped local teams by providing content best suited for their region but also enabled them to speak directly to the local audience, enhancing internal collaboration.
What was the benefit of having a library of owned media with over 3,000 media assets for Emerson?
-Having a library of owned media with over 3,000 media assets allowed Emerson to standardize their content across teams and repurpose longer pieces without losing sight of their overall collaborative mindset.
Why did Best Western Hotels need video for their hotels?
-Best Western Hotels needed video to showcase amenities, locations, and staff, making it relatable and interactive for potential guests. This helped build their brand by giving people a visual of where they would be staying.
What was the challenge Best Western faced in creating video content for all their brands?
-The challenge was the high cost and time-consuming process of creating video content. Working with production companies was expensive, and the agency model of outsourcing video creation was not scalable.
How did Best Western solve their video creation bottleneck?
-Best Western solved their video creation bottleneck by empowering each team to make their own content using Lumen 5, which allowed them to dramatically reduce the work and cost involved in creating high-quality videos.
What was the impact of using Lumen 5 on Best Western's video marketing strategy?
-Using Lumen 5 allowed Best Western to scale their video marketing with speed, agility, and efficiency. They saved 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 Lumen 5 support Best Western during their tight deadline for a conference?
-Lumen 5's customer experience team worked tirelessly to prepare the branded video templates and deployed training and platform adoption for the Best Western team to ensure maximum efficiency within the tight three-month timeline.
Outlines
🌐 Global Marketing Challenges at Emerson
Emerson, a leading technology and software company, faced significant challenges in managing brand equity and content creation for a global audience. Michelle Monte, the Director of Global Integrated Marketing, recognized the need to refresh legacy materials and align them with new standards in a scalable and consistent manner. The company's content was often long, dry, and technical, making it difficult for audiences to engage. To address this, Michelle turned to Lumen 5, which allowed her team to break down long-form content into multiple short pieces, enhancing audience engagement. This tool also supported localization, enabling Emerson to create content that resonated with local teams and audiences. Emerson's strategy involved empowering teams to create videos, respecting local needs and resources, and standardizing content across teams using branded templates.
🏨 Best Western's Video Marketing Revolution with Lumen 5
Best Western Hotels, a major hospitality company, sought an effective way to showcase their amenities, locations, and staff through video content. The traditional agency model proved costly and inefficient, with a high price tag per brand and additional costs for each video update. Robert Schwab, the Program Marketing Manager, turned to Lumen 5 to empower in-house teams to create their own content. This approach dramatically reduced costs and increased efficiency. Lumen 5 provided tools that allowed marketers to become creators, simplifying the video creation process. Best Western developed four branded templates that encapsulated 11 different boutique brands, enabling them to scale their video marketing rapidly. The partnership with Lumen 5's customer experience team was crucial in meeting tight deadlines and achieving significant ROI, saving 94% in production costs and creating over 480 videos in a single year.
Mindmap
Keywords
💡Global Marketing Organization
💡Brand Equity
💡Content Localization
💡Snippets
💡Collaboration Culture
💡Media Assets
💡Hospitality Company
💡Video Creation Bottleneck
💡Branded Templates
💡ROI (Return on Investment)
💡Platform Adoption
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, sought to refresh legacy materials and align with new content standards.
Lumen 5 was used to transform long-form content into multiple short pieces, enhancing audience engagement.
Emerson leveraged Lumen 5's video translation tools to support localization and cater to a global audience.
The tool facilitated internal collaboration, allowing for more curated experiences without additional workload.
Emerson 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 and build their brand.
Robert Schwab, Program Marketing Manager at Best Western, faced high costs and inefficiencies in video production for multiple brands.
Adobe After Effects was initially used but proved time-consuming and unsustainable for scaling video content.
Lumen 5 empowered in-house marketers to create high-quality videos, reducing costs and increasing efficiency.
Best Western created four branded templates in Lumen 5, encapsulating 11 different boutique brands.
The templates allowed Best Western to scale video marketing with speed, agility, and efficiency.
Lumen 5's customer experience team worked closely with Best Western to meet tight deadlines and create dozens of videos for a conference.
Best Western saved 94% in production costs and created over 480 videos in a year using Lumen 5.
The partnership between Best Western and Lumen 5 resulted in significant ROI and a streamlined video creation process.
Lumen 5's intelligent recommendation system and script composer simplified the video creation process for marketers.
Emerson and Best Western's use of Lumen 5 demonstrates the power of empowering in-house teams to create engaging, localized content.