The Garrigan Lyman Group, Seattle

1524 5th Avenue
Seattle, Washington 98101
United States

Phone: 206.223.5548
Fax: 206.223.0818
Country Phone Code: 1

Toll-Free Number: 877.777.4454
Website: www.glg.com
Email: tim.garrigan@glg.com

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11 Tips for E-Commerce Demo Videos That Drive Conversion

April 4, 2012

11 Tips for E-Commerce Demo Videos That Drive Conversion

Jen Peel - Guest Expert

From rants to reviews, product conversations have shifted away from brand-sponsored websites and into the blogosphere. Blogs are increasingly where people go for useful how-tos and deep product dives from respected sources. But not all companies are taking this shift sitting down, and the smart ones are using demo videos to regain control.

When correctly crafted, video not only lets companies control the conversation, it’s also been proven to increase online sales. Online retail shoppers who watch video stick around for two minutes more and are 64% more likely to buy (comScore, August 2010). At Zappos.com, videos have increased sales up to 30% (ReelSEO, December 2009). How? By telling a good story, being sincere, and being relevant.

Take Your E-Commerce Demo Videos To 11 With These Tips

Here are 11 tips that will help you create demo videos that increase sales:

Be authentic. People are wary of overproduced demos because they think they’re just advertisements. Show your product in use in a real setting being used by a real person.Start at the beginning. If the product is powered, start by turning it on. If it’s not, start with a wide shot for context. It’s important to show what it’s like from the moment it’s picked up.Avoid complexity. Use real-world examples that matter to the audience. Keep it simple. If it’s too technical, you can intimidate the viewer. Don’t demonstrate too many features at once. Instead, focus on one or two, and show multiple examples of how to use those features.Show; don’t tell. Viewers respond best when they are shown features, not just told about them, so voice-over shouldn’t be relied on. When voice-over is used, it should directly complement what is shown on screen or viewers could get lost.Minimize on-screen text. Likewise, viewers don’t want to read. Keep the on-screen text to a minimum. When you do show text on-screen, keep it short and to the point.Feature your experts. Videos convert better if they include people in the shot—even if it’s just their hands. People using your products are the experts so feature them and not celebrities. Celebrities aren’t perceived as trustworthy, and they make a video feel more like a promotion. Even real employees can lend credibility, as in these Apple, Google, and T-Mobile demos.Make every second count. Fifteen-second videos drive the most click-throughs in the social space. Sixteen- to 60-second videos drive the least click-throughs (Jun Group, 2011). So keep it short and sweet unless you’re going for an infomercial.Pace yourself. Just as important as timing, pacing can make the difference between a compelling demo and a boring or confusing one. Don’t move too slowly or too quickly through the video.Be professional. Though you don’t want it “over-polished,” the right lighting, sound and video equipment, and editing facilities make a huge difference.Consider SEO. Include metadata in your videos, and link back to product pages or your website. Including videos on your website can increase how searchable it is.Create a sales tool. Remember that a demo video is not a promotion for your brand. What you’re doing is demonstrating a product to combat any perceived complexity, represent the experience of ownership, and reduce the roadblocks to conversion. As hard as it might be to convince management, the brand must take a back seat in this type of video!

Using demos featuring people as a guide, you can see that the magic combination includes a candid, conversational tone, practical information, and just the right amount of polish to be professional. But all good demo videos begin with a good understanding of their audience—the way they talk about the products, and the way they really use them.

The proof, of course, is in the pudding. Internet Retailer found that StacksandStacks.com shoppers were 144% more likely to add a product to their cart after viewing a product video compared to shoppers who didn’t. With numbers like those, e-commerce videos are sure to become a trend that more retailers will be following as people continue to seek out factual, “insider” information while making their purchasing decisions online.

WTIA Selects The Garrigan Lyman Group as Exclusive Creative Partner

March 28, 2012

PRESS RELEASE

WTIA Selects The Garrigan Lyman Group as Exclusive Creative Partner

March 28, 2012

SEATTLE, WA – The Garrigan Lyman Group (GLG) today announced it has entered into an
exclusive one year agreement to provide creative services for the Washington Technology Industry Association (WTIA), one of the largest and oldest technology trade associations in North America. GLG will support WTIA’s marketing initiatives by focusing on positioning and messaging, research, creative concepts and materials for key WTIA initiatives as well as providing strategic marketing consultation.

“Teaming up with GLG is going to strengthen WTIA’s positioning, branding and refresh our value proposition in a rebuilding economy,” said Susan Sigl, president and CEO of WTIA. “We are inspired by the disruptive new ideas from GLG that underscore our commitment to growing the organization.”

“We share WTIA’s passion for technology and innovation so this is a complementary fit that allows the agency to expand our footprint in the Washington technology scene,” said Rebecca Lyman, principal of The Garrigan Lyman Group. “We are honored to work with the WTIA to help enhance their brand and showcase the significant value it provides to technology companies doing business in Washington.”

About The Garrigan Lyman Group

The Garrigan Lyman Group (GLG) is an award-winning digital creative agency headquartered in Seattle with offices in New York and San Francisco. Unlike traditional firms, GLG offers unmatched brand and interactive experience, strategic insight, creative vision and technology-forward solutions. For over
18 years, top companies such as T-Mobile, Microsoft, Sherwin-Williams, Toyo Tires, Avaya, California
Closets, Weyerhaeuser, Aveda, Ben Bridge, Herman Miller, Babolat, Fluke, Juniper Networks, and Quantum Corporation have chosen GLG to deliver powerful marketing and advertising that engage audiences, create conversations and build brands.

Media contact: Jana Claxton, jana.claxton@glg.com, office: 206-223-5548, mobile: 206-601-6471

Philips Healthcare generates 4,000 downloads of iPad app with The Garrigan Lyman Group

February 10, 2012

Philips Healthcare generates 4,000 downloads of iPad app

By Lauren Johnson

February 10, 2012

Philips' HeartStart app

Philips Healthcare is aiming to educate consumers on how to perform CPR via an iPad application that has been downloaded approximately 4,000 times.

Philips Healthcare’s HeartStart app was released in October and has seen success to help walk consumers through the steps of the CPR process. Philips worked with agency Garrigan Lyman Group on this initiative.

“The goal of the app is to show consumers how important it is to know how to go through the steps if they ever need to perform CPR on someone,” said Flavia Albuquerque, Bothell, WA-based senior manager of global integrated communications at Philips Healthcare.

Philips is an international electronics company with three focuses – consumer electronics, lighting and healthcare.

Virtual life-saver
The HeartStart app is available for free in Apple’s App Store.

The app promotes Philip’s line of Automated External Defibrillators products, which monitor a person’s heart rhythm and sends an electronic shock through the heart if it detects a problem.

Users can learn about Philip’s three AED products inside the app and watch demos on how the technology works.

Users can learn how to operate an AED inside the app

Consumers can also use their fingers to interact with a virtual mannequin that shows what an AED does.

Consumers can watch videos that walk them through the process of giving CPR.

Additionally, users can learn about the difference between adult, child and infant CPR.

The app includes a section with commonly-asked questions about CPR. Users can also share information via email inside the app.

“The app puts everything in perspective and shows how a tool like this can help people become educated and in control because cardiac arrest can happen anywhere and at any time,” Ms. Albuquerque said.

Mobile health
Initiatives including the Philips app are signs that as consumers’ interact with digital pieces of content, industries such as healthcare are changing.

With the iPad app, Philips is able to tie its products into an educational experience for users.

Additionally, tablets are becoming the go-to device for research purposes, making an iPad app a natural way for a healthcare company to showcase its innovation.

In the Philips case, the app focuses on educating consumers on CPR, which is something many consumers most likely need to be refreshed on.

“Philips wanted to distribute heart health information to consumers, but in order to do it the effort had to be actionable with a real value for consumers,” said Eric Parkinson, director of user experience at Garrigan Lyman Group, Seattle.

“The tablet particularly amplifies the content and is more than just a sales tool for the company,” he said.

Mobile Marketer: How apps drive Super Bowl engagement opportunities with The Garrigan Lyman Group

February 2, 2012

How apps drive Super Bowl engagement opportunities

February 2, 2012

Kalie Kimball-Malone is creative director at the Garrigan Lyman Group

By Kalie Kimball-Malone

It is not just about team colors, beer and finger foods anymore. This year, thousands of eager football fans are adding one more thing to their Super Bowl party to-do list: downloading applications.

According to Nielsen research, 70 percent of tablet users and 68 percent of smartphone users watch television with their devices in hand. That is a big opportunity for marketers, especially those who want to maximize the effect of a 30-second spot costing $3.5 million.

Indeed, marketers are seizing the day with apps that make ads more interactive and TV more rewarding.

Music to ears
Many companies are piggybacking on the popularity of existing apps. It is a good way to reach a broad user base without having to reinvent the wheel.

A great example is Shazam, an app that captures music, gives you information about the song, and lets you buy directly.

With Shazam’s 175 million users, marketers can assume a significant overlap with their customers.

So it makes sense that one- third of the Super Bowl ads on Sunday, Feb. 5 will be Shazamable.

Consumers who use the app to capture audio from these commercials will be able to enter sweepstakes for major prizes, view special content and receive free music. The results are impressive: Shazam-enabled ads are claimed to deliver 350 percent higher engagement over ads whose only call to action is “Follow us.”

Chevrolet is upping its game with an app that consumers can use not only during commercials, but also amid game play.

The Chevy Game Time app gives users a chance to win prizes from desirable brands such as Bridgestone, Motorola and Papa John’s, or even drive home a 2012 Chevy by answering trivia questions and polls.

Though it incurs development costs, a major benefit of having a proprietary app is the ability to track user response and behavior.

So you can bet that Chevrolet will be closely monitoring downloads and interaction and, then, once the game is over, encouraging further engagement by either introducing new features or having users check back in for results.

Bowled over
Even if Chevy’s app is a win, its ads will still have steep competition in the Adbowl.

Designed for consumers who love the ads as much as the game itself, the Adbowl has been pitting Super Bowl ads against one another since 2002.

The Adbowl 2012 app lets you vote and view results from the comfort of your couch. Will it be Geico’s gecko or Kia’s hamster? The nation awaits the results.

But game-specific apps are not the only kind that will see action on Sunday.

Entertainment-based social networks and rewards programs are gaining popularity with both fans and marketers.

GetGlue is a new way to share the shows you like, get recommendations for what to watch, and pick up stickers and discounts along the way. The GetGlue app is an easy way to share the excitement of game day.

Another app to look for is Viggle, a rewards program that lets people earn points for gift cards from retailers such as Starbucks and iTunes just for watching their favorite shows.

Because there are special bonuses for ads, it seems like a perfect match, so although Viggle has not announced plans yet, it will be no surprise to see it break through soon.

Whatever team you root for this year, there is a good chance you or someone you know will be watching along with a second screen. And by either partnering with an existing app or adding their own, marketers will have more opportunities to enhance customers’ experience with their ads and their brands.

Kalie Kimball-Malone is creative director at The Garrigan Lyman Group, a full-service digital creative agency in Seattle. Reach her at

kalie.kimball-malone@glg.com.