45 ROUND TABLE Ecommerce
Cardiff Journalism School. It is paying huge dividends. They completely buy into what we’re doing and why we’re doing it. For our department, this change has made a huge difference to the quantity and quality of content we’re producing. Using outside companies is far more time consuming and expensive. Having said that, I imagine IceLand is a smallish company, so bringing in a full-time videographer is unlikely to be an option. IceLand could employ a social marketing firm and a video production company to launch a series of video campaigns across social media channels. You should also ensure that your marketing/ communications department are video savvy and can produce basic video using smartphones. Some smartphone video training would help the team understand the amazing things you can now do with your phones. The range of apps and equipment is staggering. Anyone can make a slick video. ICELAND: How might we use video to drive more sales of merchandise in our shop – both online and at our venue? SPIROS ANDREOU: Video is a great tool for this and it’s been shown repeatedly to increase traffic – the first step in growing online sales. Videos also provide great content for social media, helping to increase followers and start conversations. Product videos or reviews can help to sell specific items. If you’re proud of your own brand ice skates, use this opportunity to explain why and provide links to purchase directly. Also, don’t think of display and visualisation as just TVs. There are a range of options when it comes to displaying content, such as projection mapping around unusual objects, LED screens in all shapes and sizes, and moving elements around the environment. Looking towards the future, there is augmented reality, where customers use their mobile devices in the environment to experience a virtual store overlaid against the real world. MARK CURRIE: Short and direct promos on social media can be a way of promoting sales to your audience. As long as these are integrated into a planned digital marketing and sales strategy it can have significant impact. Since you have access to the products and the rink, you’ll be able to produce a really high production value but cost-effective series of promos, using product shots intercut with footage of the
YOU SHOULD ENSURE THAT THE EXTERNAL COMPANY SETS YOU UPWITH EVERYTHING YOU NEED TO MAKE SURE YOUR SELF-PRODUCED CONTENTWILL LOOK GREAT
their thing and then ask viewers to share and comment to be in with a chance of winning that particular skate.
products in action and graphics. These can be reversioned for screens in the shop and in the café. JONATHAN WELLS: Ice skating is a leisure sport which families enjoy, so any video that IceLand make should be accessible, interesting and even silly. Why not run a competition every week or month showcasing the latest bit of equipment that’s in the shop? Shoot a short 30-second video featuring the latest ice skate (for example) with a pro doing
ICELAND: Can we use live video and live streaming to boost our brand and maybe create interesting live experiences for our skaters? SPIROS ANDREOU: There are many opportunities here. Host a Q&A with a skate instructor, teach new moves with
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