Not  Your  Father's  Video  Program:  What's  Next  In  

Visual  Commerce  

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#ValueOfVideo    

Panelists  

Alicia Fiorletta Senior Editor

Retail TouchPoints

MODERATOR

Russ Somers VP of Marketing

Invodo

Tena Crock Director of Digital Strategy

The Step2 Company

9/9/14 6

About Us •  The Step2® Company, LLC, headquartered in

Streetsboro, OH, is the largest American manufacturer of preschool and toddler toys and the world's largest rotational molder of plastics.

Mission •  To be the leading innovator of children's products

that build imaginations and enrich the family's celebration of childhood.

History •  Step2 began operations in 1991 with five

employees and has grown to its present 800-plus full-time employees.

Products •  If you are looking for a play kitchen, playhouse,

wagon, push buggy, coaster, ride-on, art desk or art easel, picnic table, swingset, climber or anything in between, our products can be purchased at Toys R Us, Walmart, Target, Amazon or Direct to Consumer through Step2.com.

About Step2

9/9/14 7

Visual experiences for every step of the customer journey.

9/9/14 8

Visual Commerce Platform A Complete Solution

9/9/14 9

info

info info

MediaPost, 2013

If Consumers Are Visual…

90% of consumers watch

online video

74% of all Internet traffic in 2017 will be

video Cisco 2014

9/9/14 10

info

info. info.

info.

Commerce Is Visual Too Video Impact Metrics

11.4% of site visitors view videos

78% of video viewers thought that video

was helpful. 1.8x More likely to buy after

viewing video.

10% sales lift

when video is present on the page.

67% Of video viewers watch

to 80% completion.

9/9/14 11

Most Companies Already Have Video

My company currently has a video program in place.

28%

25%23%

13%

11%

Yes, we have 1-10 videosYes, we have 11-50 videosYes, we have 51+ videosNoNo, but plan to add

9/9/14 12

Most Use Video to Drive Sales

We use video to advance the following goals(Respondents who chose 1 or 2 out of 9)

55%

52%

24%

24%

15%

9%

9%

6%

Sales

Customer Engagement

Customer Retention / Loyalty

Brand Awareness

Customer Acquisition

Thought Leadership

How To / DIY

Customer Support

9/9/14 13

Video Ranks Third

How does video rank in priority as comparedto these other marketing tactics?

(Respondents who chose 1, 2 or 3 out of 11)

Soci

al M

edia

(Oth

er th

an b

logs

)Em

ail M

arke

ting

Vide

oA

dver

tisem

ents

(onl

ine)

Adv

ertis

emen

ts (o

fflin

e)Pa

id S

earc

hIn

-per

son

Even

tsE-

New

slette

rsM

obile

Con

tent

SMS

Text

Mes

sagi

ngBl

og P

osts

Info

grap

hics

Arti

cles

on

your

com

pany

web

site

56%

50%47% 47%

31%

25%

16%

9%6%

3% 3% 3% 3%

9/9/14 14

Video Mostly Used for Promotion, Social, & Education

We use video for the following strategies:(Check all that apply)

Promotion of SpecificProducts or Services

Social Engagement

Education

Advertising / Retargeting

Internal StaffDevelopment

Pure Entertainment

Customer Service /Support

Gift Guides

61%

61%

58%

52%

42%

36%

36%

29%

9/9/14 15

Step2 Uses Video

9/9/14 16

Take Customers Where You Want Them To Go

We are using interactive elements to allow shoppers to click thru to:(Check all that apply)

53% 47%

42% 42%

Campaign specific landing pages

Cart and purchase pages

Product pages Social sites

9/9/14 17

Video on Your Site, Social & Email

We leverage video using the following channels:(Check all that apply)

Our Website

Social Channels

Email

In-store

Advertisementson other websites

Mobile app

68%

57%

54%

39%

32%

21%

9/9/14 18

Step2 Uses Video Across Channels

We leverage video using the following channels:(Check all that apply)

Our Website

Social Channels

Email

In-store

Advertisementson other websites

Mobile app

68%

57%

54%

39%

32%

21%

We leverage video using the following channels:(Check all that apply)

Our Website

Social Channels

Email

In-store

Advertisementson other websites

Mobile app

68%

57%

54%

39%

32%

21%

We leverage video using the following channels:(Check all that apply)

Our Website

Social Channels

Email

In-store

Advertisementson other websites

Mobile app

68%

57%

54%

39%

32%

21%We leverage video using the following channels:

(Check all that apply)

Our Website

Social Channels

Email

In-store

Advertisementson other websites

Mobile app

68%

57%

54%

39%

32%

21%

We leverage video using the following channels:(Check all that apply)

Our Website

Social Channels

Email

In-store

Advertisementson other websites

Mobile app

68%

57%

54%

39%

32%

21%

We leverage video using the following channels:(Check all that apply)

Our Website

Social Channels

Email

In-store

Advertisementson other websites

Mobile app

68%

57%

54%

39%

32%

21%

9/9/14 19

Videos Get Social With Facebook, YouTube, & Twitter

We use the following social channels to distribute video content:(Check all that apply)

71%

68%

43%

32%

29%

18%

18%

4%

4%

4%

Facebook

YouTube

Twitter

Google+

Pinterest

Instagram

LinkedIn

Slideshare

Tumblr

Flickr

9/9/14 20

Step2 Uses Video Variety of Social Channels

9/9/14 21

Video Success is Mostly Based On Views

We measure the success of our video program by evaluating:(Respondents who chose 1 or 2 out of 5)

59% 48%

44% 37%

Video viewing time Conversion / Dollar value of customers

Video ratingsand comments

Improvement in customer engagement

9/9/14 22

Video Budgets are Increasing

Our video budget will:

In 2014

In 2015

By 2016

Increase

Decrease

Stay the same

77%

0%

0%

0%

23%

75%

25%

76%

24%

Increase

Decrease

Stay the same

Increase

Decrease

Stay the same

9/9/14 23

Step2 Uses Video

9/9/14 24

Product Marketing Managers & CMO Involved Most

9/9/14 25

In-House Video Teams Most Popular

Do you use in-house staff to create your videos?

68%

32%

YesNo

9/9/14 26

Step2 Uses Video Team Work Makes the Dream Work

9/9/14 27

YouTube is the Player Use Most

We utilize the following players for our videos:(Check all that apply)

YouTube In-house created players

Third-party video platform company

74% 44%

30%

9/9/14 28

Step2 Uses Video Watch Metrics- Analytics to Optimize

9/9/14 29

Thank you!

#ValueOfVideo    

Q  &  A  //  Panelists  

Alicia Fiorletta Senior Editor

Retail TouchPoints

MODERATOR

Russ Somers VP of Marketing

Invodo

Tena Crock Director of Digital Strategy

The Step2 Company

#ValueOfVideo    

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http://rtou.ch/invd_vov

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