How to Inveigle More Visitors with Video

Video is every storyteller's super weapon.

In no other industry does this hold truer than in travel.

By immersing viewers in sights and sounds—people, places, foods and comforts—video grabs the emotions and sparks the imagination.

Well-made and placed videos, in fact, speed would-be visitors from consideration to booking, according to Expedia.

But what makes a video effective?

The video must cut through the clutter.  To be noticed in a crowded space, your video must focus on epic—and iconic—experiences.

The video must be first person. The more immersive, the more inspiring. Storytelling that's first person produces a "you are here" effect.

The video must be integrated.  Breathtaking content only gets you so far. Bookings result from strategic messaging, placement and integration.

Expedia points to Visit Denmark as producers of effective videos.

The DMO's award-winning productions not only tell intriguing first-person stories, but encourage viewers to learn more about destinations like Copenhagen and Aarhus.

The New New Age

Were he to examine some of Facebook's users, Freud would have a field day.

The good doctor said children, primitives and neurotics all shared an "animistic" view of the universe. Every object has a will that "magical thoughts" can command.

This self-loving "omnipotence" forms the very root of narcissism, Freud believed.

So it's no surprise today's selfie-obsessed customers are embracing magical thinking, as a new report from JWT Intelligence asserts.

New-age accoutrements like crystals, gongs, incense and magic creams are hot, the report says.

"As we navigate through the stress and mundanity of our everyday existence and parallel online lives, we are increasingly turning to unreality as a form of escape and a way to search for other kinds of freedom, truth and meaning.

"What emerges is an appreciation for magic and spirituality, the knowingly unreal, and the intangible aspects of our lives that defy big data and the ultratransparency of the web."

And it's not just Trustafarians who are into magical thinking.

According to Pew Research Center, while the percentage of Americans who attend church declined between 2007 and 2014, the percentage who say they routinely "feel a deep sense of spiritual peace and well-being” increased.

"This is being played out via a third-wave New Age for a post-digital generation, which is seeking spirituality through crystals, astrology, sound baths, tarot and tapping. What differentiates this new New Age from its previous incarnations is that the alternative beliefs and practices are now considered serious, irony-free, credible, millennial friendly and cool."

Teardrops over Tarawa

In the middle of World War II, 2,700 Women Marines (average age 22) served in Headquarters Battalion at Henderson Hall in Arlington, Virginia. 

My mother was one of them.

She told many "war stories" later, mostly comical; and one, in particular, not comical.

The latter was set in late November 1943, when she helped operate a ticker tape machine inside the war room where the top brass worked.

The machine was dedicated to one purpose: transmitting live reports of casualties from the Pacific.

On November 20 of that year, 18,000 Marines began an amphibious attack on a Japanese-held "islet" called Betio.

A mere two miles long by a half-mile wide, Betio is a coral rock 2,500 miles southwest of Hawaii and part of a larger atoll named Tarawa—in 1943, the most fortified spot in the Pacific.

As the history books tell, everything went wrong.

As the first assault wave prepared to hit the beach—code-named "Red 1"—high seas slowed the Marines' transfer from the battleships onto the landing boats, so the attack fell behind schedule.

Then, planned air raids were delayed, so the boats had to linger offshore, sustaining terrible artillery fire from the island. 

Slowly, the tide went down—much lower than expected—and grounded the boats on coral reefs. So the Marines abandoned the armored landing crafts and waded toward Red 1 hundreds of yards through chest-deep water and under brutal machine-gun fire from 100 Japanese pillboxes.

Those who made it onto the sand had to crawl inland, to avoid the rain of bullets. 

But hundreds of Marines never made it. They drowned in the surf. Their bodies so clogged the assault path the second wave of reinforcements couldn't be sent until the next day.

In Arlington, the generals in the war room stood watching a sign of the disaster-in-the-making on Red 1: the ticker tape machine.

My mother said it was spitting out the names of casualties faster than anyone had ever witnessed, or thought possible.

She said the normally gruff men were transfixed by the clattering machine. They stood looking helpless, and openly sobbing.

How Publishers Will Survive

Antiquated mindsets bar publishers' way to monetizing digital content, Rob Ristagno says in Niche Media.

"Publishers often cite a 10% rule of thumb, meaning only one out of ten print subscribers pays for a digital replica," he says.

But exceptions to the rule abound (for example, with over one million subscribers, the digital edition of The New York Times).

Publishers' time-honored business model—amass an audience and sell ads based on CPMs—no longer works. 

Why not? Because, while print CPMs sell for $17, digital CPMs sell for $2. And the bargain-basement price of digital CPMs only promises to drop, as more publishers abandon print.

Publishers need a new model, Ristagno says. They need to:

Corner a niche market. "Instead of worrying about CPMs, find the most enthusiastic sub-group of your audience and help them solve a specific problem." Once you succeed in one niche, extend to another and another and another.

Sell more than ads. Sell memberships, online courses, research reports and events. "Your business model should survive without advertising. Otherwise, you’re not providing enough value to the consumer."

Publish only great content. "You can’t fool smart people (or Google) with low-quality digital content."

Adopt new technology—now. Off-the-shelf technology is easier and cheaper to deploy than ever. So move quickly. You can tackle fancy integrations another day.

Nichecraft

"Find a niche, not a nation," Seth Godin says in The Bootstrapper's Bible.

Niche is a time-honored business term and an ancient idea. It literally means a "pigeonhole," and derives from the Latin for nest.

Finding yours means your craft never has to compete on price, because your flock needs you/relies on you/likes you/talks about you/cares about you.

Take, for example, Joe Smith, an ornithologist, independent researcher and top blogger for The Nature Conservancy.

Because he practices his craft with skill and diligence, Joe Smith's flock needs him/relies on him/likes him/talks about him/cares about him.

"There's no such thing as a niche that's too small if the people care enough," Seth Godin also says.

Have you found your niche?

DISCLOSURE: Joe Smith is my son-in-law. Check out Cool Green Science.