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

Lumen5
6 Jun 202407:09

TLDREmerson, a global technology company, faced challenges in making their technical content engaging for a global audience. Michelle Monte, Director of Global Integrated Marketing, used Lumen 5 to transform lengthy content into multiple short, localized videos, enhancing audience engagement and supporting internal collaboration. Best Western Hotels, a leading hospitality company, overcame high video production costs by empowering in-house teams to create branded videos with Lumen 5, achieving significant cost savings and efficient content creation.

Takeaways

  • 🌐 For Emerson, a global technology company, brand equity is crucial, but their content was long, dry, and technical, making it hard for audiences to engage.
  • 🔄 Michelle Monte, Director of Global Integrated Marketing at Emerson, aimed to refresh legacy materials to align with new standards in a scalable and consistent manner.
  • 🎥 Lumen 5 was chosen for its ability to transform long-form content into multiple short pieces, allowing for quicker audience engagement and broader reach.
  • 📚 Breaking down long-form content enabled the creation of assets for different channels, enhancing Emerson's marketing strategy.
  • 🗣️ Emerson faced the challenge of standing out in a noisy market, emphasizing the need for a compelling customer experience and localization.
  • 🌍 Lumen 5's video translation tools supported Emerson's global offices and audiences, aiding in localization and internal collaboration.
  • 👥 By empowering local teams with the ability to create videos, Emerson respected local needs and resources while maintaining a collaborative mindset.
  • 📈 Emerson now has a library of over 3,000 media assets and branded templates, standardizing content across teams and repurposing longer pieces efficiently.
  • 🏢 Best Western Hotels, a leading hospitality company, needed video content to showcase their amenities, locations, and staff, but faced high costs and inefficiencies in video production.
  • 🚀 Lumen 5 empowered Best Western's in-house marketers to create high-quality videos, reducing costs and increasing the speed and efficiency of video production.
  • 🏆 Best Western saw a significant ROI, saving 94% in production costs and creating over 480 videos in a year, showcasing the success of their partnership with Lumen 5.

Q & A

  • What was the challenge faced by Michelle Monte in leading Emerson's Global Marketing organization?

    -Michelle Monte faced the challenge of refreshing legacy materials and aligning long-form, technical content with new standards in a scalable and consistently on-brand way.

  • How did Lumen 5 help Michelle and her team to engage their audiences more quickly and easily?

    -Lumen 5 allowed Michelle and her team to turn one long piece of content into multiple short pieces, enabling them to create assets for different channels and broaden their reach.

  • What was a key pain point for Emerson in standing out in a noisy content space?

    -Emerson's key pain point was creating a compelling experience for customers while standing out in a competitive content market, considering their specific culture around collaboration.

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

    -Lumen 5's video translation tools allowed Emerson to translate videos, supporting local teams by providing content best suited for their region and enabling them to speak directly to the local audience.

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

    -Best Western Hotels faced high costs and inefficiency in creating videos for their brands, with a price tag of $60,000 to $70,000 per brand and additional costs for each video or update.

  • How did Lumen 5 help Best Western solve their video creation bottleneck?

    -Lumen 5 empowered each team to create their own content, reducing the work and cost associated with video creation and allowing for greater scalability and efficiency.

  • What was the time constraint that Best Western faced when creating videos for a conference?

    -Best Western had a three-month window to create dozens of videos for a conference in October, which was a tight deadline even for creating a single video.

  • How did Lumen 5 assist Best Western in meeting their tight deadline for the conference videos?

    -Lumen 5's customer experience team worked tirelessly to prepare branded video templates and deploy training for the Best Western team, allowing them to complete the four templates in just 60 days.

  • What was the result of Best Western's use of Lumen 5 in terms of production cost and video creation?

    -Best Western saved 94% in production costs compared to their previous agency model and at one point created 50 videos in a single week, totaling over 480 videos in the last year.

  • How did Lumen 5 help standardize content across Best Western's teams?

    -Best Western used Lumen 5 to create four different branded templates, which encapsulated 11 different boutique brands, allowing them to standardize content across teams.

Outlines

00:00

🌐 Transforming Technical Content for Global Audiences

Michelle Monte, the Director of Global Integrated Marketing at Emerson, faced the challenge of making the company's technical and lengthy content more engaging for a global audience. To address this, she utilized Lumen 5 to break down long-form content into multiple short, digestible pieces, enhancing audience engagement across various channels. This tool not only supported marketing and PR efforts but also facilitated localization, allowing Emerson to create region-specific content and improve internal collaboration without increasing workload. Emerson's strategy now includes a library of over 3,000 media assets and branded templates, standardizing content while respecting local team needs.

05:01

🏨 Empowering Hotels with Video Content Creation

Robert Schwap, Program Marketing Manager at Best Western Hotels, recognized the need for video content to showcase hotel amenities and build brand recognition. Initially, the process was costly and time-consuming, involving production companies and Adobe After Effects. To overcome these challenges, Best Western partnered with Lumen 5 to empower in-house teams to create their own videos, significantly reducing costs and time. With the help of Lumen 5's customer experience team, they developed four branded video templates for 11 different boutique brands, enabling rapid and efficient video marketing. This partnership led to a 94% reduction in production costs and the creation of over 480 videos in a year, showcasing the power of in-house content creation.

Mindmap

Keywords

💡Global Marketing Organization

A global marketing organization refers to a business entity that operates on an international scale, managing marketing efforts across different countries and cultures. In the context of the video, Michelle Monte, the director of global integrated marketing at Emerson, is leading such an organization. The challenge lies in maintaining brand equity and consistency in communications while adapting to diverse audiences, which is crucial for the company's success in various markets.

💡Brand Equity

Brand equity is the value that a company's brand holds in the minds of consumers. It encompasses brand awareness, brand loyalty, perceived quality, and other brand associations that influence consumers' purchasing decisions. In the video, Michelle Monte is tasked with refreshing legacy materials to align with new standards while preserving Emerson's brand equity, ensuring that the company's content resonates with its audience and maintains its brand value.

💡Long-form Content

Long-form content typically refers to extensive pieces of writing or media that delve deeply into a subject, often exceeding the attention span of the average consumer. In the video, Emerson's content is described as long, dry, and technical, which can be challenging for audiences to engage with. Michelle uses Lumen 5 to transform this content into shorter, more digestible pieces to better capture the audience's interest.

💡Localization

Localization is the process of adapting a product or content to suit a particular region or culture. It involves translating and culturally adapting content to ensure it resonates with the local audience. The video highlights how Emerson uses Lumen 5's translation tools to support localization, allowing them to create content that is relevant and engaging for different regions, thus enhancing their global marketing strategy.

💡Collaboration

Collaboration in a business context refers to the act of working together towards a common goal. The video emphasizes the importance of collaboration within Emerson's culture. By using Lumen 5, Michelle's team can create a compelling experience for customers while also facilitating internal collaboration, allowing different teams to contribute to and benefit from the content creation process.

💡Content Differentiator

A content differentiator is a unique aspect or feature that sets a company's content apart from its competitors. In the video, the use of video translation tools in Lumen 5 serves as a content differentiator for Emerson, enabling them to create localized content that stands out in a competitive market and provides a tailored experience for their global audience.

💡Media Assets

Media assets are pieces of content such as videos, images, and audio files that can be used across various marketing channels. The video mentions that Emerson has a library of over 3,000 media assets, which they can standardize and repurpose using Lumen 5's branded templates. This allows them to maintain a consistent brand message while efficiently creating content for different channels.

💡Hospitality Company

A hospitality company is a business that provides services to guests or travelers, such as hotels, restaurants, and resorts. In the video, Best Western Hotels is highlighted as a leading hospitality company that uses video to showcase their amenities, locations, and staff. The challenge they faced was creating video content for their multiple brands, which Lumen 5 helped them overcome by empowering their teams to create their own videos.

💡Production Cost

Production cost refers to the expenses incurred in creating a product or content. The video discusses how Best Western Hotels reduced their production costs by 94% by using Lumen 5 instead of outsourcing video creation to agencies. This allowed them to create high-quality videos in-house at a fraction of the cost, significantly improving their return on investment.

💡Branded Templates

Branded templates are pre-designed templates that incorporate a company's branding elements, such as colors, logos, and fonts. In the video, Best Western worked with Lumen 5 to create four different branded templates that encapsulated their 11 boutique brands. These templates allowed their teams to create videos that were consistent with their brand identity, streamlining the content creation process.

💡Customer Experience Team

A customer experience team is responsible for ensuring that customers have a positive interaction with a company's products or services. In the video, Lumen 5's customer experience team is praised for their collaboration with Best Western, helping them to quickly adopt the platform and create dozens of videos for a conference under a tight deadline. This showcases the importance of a strong customer experience team in supporting clients and ensuring their success.

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, aimed to refresh legacy materials to align with new content standards.

Emerson's content was traditionally long and dry, making it hard for audiences to engage.

Michelle turned to Lumen 5 to transform long-form content into multiple short, engaging pieces.

Lumen 5 allowed Emerson to create assets for different channels, broadening their reach and meeting their audience where they are.

Emerson needed to stand out in a noisy content space while maintaining their collaborative culture.

Lumen 5's video translation tools supported localization, helping Emerson to create a compelling experience for a global audience.

Emerson used Lumen 5 to empower local teams to create content best suited for their region, enhancing internal collaboration.

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 creation for their multiple brands.

Best Western transitioned from outsourcing video creation to empowering in-house teams to create their own content with Lumen 5.

Lumen 5's tools allowed marketers to become creators, simplifying the video creation process and reducing the stress of formatting.

Best Western developed four branded templates in Lumen 5, 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.

Lumen 5 enabled Best Western to scale their video marketing with speed, agility, and efficiency, saving 94% in production costs.

Best Western created 50 videos in a single week, totaling over 480 videos in the last year, showcasing the efficiency of Lumen 5.

Lumen 5's customer experience team worked closely with Best Western to ensure rapid onboarding and platform adoption.