Here at Fuse Innovation we decided to conduct a research study to find out more about the ‘VideoPak Effect’.
Clients had asked us questions in the past, so we wanted to understand what makes Video Brochures so successful and why so many leading brands use VideoPaks in their marketing campaigns to engage and interact with their clients and communicate important messages.
We sent VideoPaks to key contacts within seven leading brands and followed up with a questionnaire to try and uncover the impact VideoPak had when they received it and thus determining the VideoPak effect.
We then asked each industry expert four pertinent questions once they received their VideoPak in the post.
Head of Marketing
– TK Maxx
“I usually push my post to one side however on this occasion I was eager to open this particular package.”
“Absolutely not – I opened the package immediately.”
“I overheard someone talking about one of these the other day so felt pleased to have received one.”
“Impressive technology that leaves a lasting impression.”
Head of Fashion & Home – Merchant Development
e-bay
“I checked my calendar and thought it’s not my birthday so immediately wondered what was in the package.”
“No. Although I am busy, I found time to open this instantly.”
“Wow, I’ve heard of these things but have never received one. I feel important that someone would think to send me one.”
“OOOOh. I love how cool and innovative it is and would use it to keep as many people in my target audience as engaged as possible.”
Head of Marketing
– Team Sky
“I was Intrigued as to what was in the package. Who had sent me something and why?”
“No. I opened immediately. Curiosity wouldn’t allow me not to open it.”
“Nice! I haven’t seen one of these before so I was generally intrigued and watched the video quite a few times.”
“Impressive technology that leaves a lasting impression.”
Procurement Director
– Harrods
“Generally surprised. Very different from the usual direct mail. I receive lots of communications every day and this package definitely stood out.”
“No. I wanted to see what was being promoted in such a way.”
“I loved how convenient it was – it was easy to hold, to view and use. The video played instantly and the message hit home immediately.”
“I enjoyed the experience and I would use it as a format to reach my target audience without a doubt. If it has the same affect on others as it did with me, it would work well in delivering important messages… I have shown to several other people in the business that I thought would appreciate the concept.”
Head of eCommerce
– Ann Summers
“This looks exciting. Haven’t had an unexpected package for a while.”
“No. It caught my attention immediately.”
“What is this? This is new! I was instantly drawn to the screen and video message.”
“I found it very memorable due to the innovative wow factor. It was exciting to see a new, unique and fresh form of direct mail.”
Global Category Manager
– Mothercare
“This looks interesting clearly someone’s out to impress me.”
“No. It was so different to my normal post and I was super curious.”
“OK, you have my caught my attention! How fascinating to see video in print. I played the video several times.”
“I was excited to share around the office & see my colleagues responses. Everybody was really interested to how a screen had been fused into a printed brochure.”
IT Sourcing Manager
– Lloyds Bank
“I don’t usually receive post like this so thought immediately though this must be important.”
” No. I could not wait to open and see what was inside.”
“Now this looks very interesting. Great technology and loved how when opened, the video played automatically.”
“I found VideoPak to be a really clever form of communication and believe it would be an excellent tool to pass on essential messages.”