Case Study

Video Marketing: How a Marine Technology Company used video to grow it’s fan base and increase sales by 84%.

Video Marketing: How a Marine Technology Company used video to grow it’s fan base and increase sales by 84%.

Siren Marine is a fast-growing marine technology company based in Newport, Rhode Island. Like a lot of businesses that are growing quickly, it can be tough to perfectly execute on every idea you have. Siren Marine identified what they were great at and outsourced the rest. Here’s the story of how their video marketing evolved from nothing to their strongest marketing tool. 

Who is Siren Marine?

Siren Marine brings the Internet of Things (IoT) to the marine industry through its innovative “Connected Boat” technology (think Nest + OnStar for boats). Siren Marine’s state-of-the-art boat monitoring, tracking, controlling and security system will revolutionize the boat-ownership experience by providing boat owners with remote access to critical and timely information about their boats.

With the combination of a very smart team of programmers, business-minded folks and a solid sales team, things started to really pick up for Siren in 2018. They knew it was time to put the foot on the gas and grow the business and they knew that marketing would play a pivotal role in their growth over the next few years.

How to Know When It’s Time to Outsource Your Video Production

With Siren’s month over month growth and having to deal with things such as:

  • programming issues
  • logistics
  • staff meetings
  • team travel to boat shows
  • customer support
  • social media
  • managing other digital marketing channels

…things were getting pretty hectic.

Due to the increased interest in their product and their company, the team knew there was a huge opportunity to grow their fan base and followers by implementing a strong social media strategy…and they knew that video had to play a big part.

Siren has a great team and they’re taking care of most aspects of the business that they can handle, but trying to become video experts themselves wasn’t possible because they didn’t have the time. In order for the Siren team to get their video strategy to that next level, they needed help.

This new process needed to be executed by a new experienced team member or outsourced to a service provider that had done this successfully many times before, not just an intern that would read a few blog posts and try to set this up themselves.

Building the Perfect Video Team

Because Siren was moving fast, they didn’t have time to go and hire anybody new, so they went out looking for someone who had been there, done that.

Enter Third Spoon.

Third Spoon provides Siren Marine with access to expert producers, directors, artists, videographers, editors and animators that proactively plan and execute their video marketing program for them – so they don’t have to worry about making any new hires.

– The Perfect Video Team –

How We Helped Siren Marine Get Fast Results From Their Video Marketing Strategy

1. Make A Splash
The first goal of any video campaign is to make a splash. We needed to introduce the Siren Marine product to the masses and let users know why they are here, what their technology can do, and how they do it. We did this with a series of videos. 

Evolution: This video tells viewers why Siren Marine came to be, and what they believe in. Our entire world is connected by smart technology, so why not your boat?

Sizzle: The first video explained why Siren is here, this video explains exactly what the technology is. We needed to draw viewers in with a high energy piece that showcased exactly what the product can do for a boater. This video would serve as the main marketing piece on their website and social media channels. They would also use this to send to potential partners, sales leads, etc.

How we do it: The final video was meant to explain How Siren Marine did it. This video is geared more towards OEM’s and boat builders to showcase just how much work went into building this product and how amazing the technology is. It also gives you a glimpse into who Siren Marine is; the actual people behind it all.

Siren Marine is a fast-growing marine technology company based in Newport, Rhode Island. Like a lot of businesses that are growing quickly, it can be tough to perfectly execute on every idea you have. Siren Marine identified what they were great at and outsourced the rest. Here’s the story of how their video marketing evolved from nothing to their strongest marketing tool. 

Who is Siren Marine?

Siren Marine brings the Internet of Things (IoT) to the marine industry through its innovative “Connected Boat” technology (think Nest + OnStar for boats). Siren Marine’s state-of-the-art boat monitoring, tracking, controlling and security system will revolutionize the boat-ownership experience by providing boat owners with remote access to critical and timely information about their boats.

With the combination of a very smart team of programmers, business-minded folks and a solid sales team, things started to really pick up for Siren in 2017. They knew it was time to put the foot on the gas and grow the business and they knew that marketing would play a pivotal role in their growth. 

How to Know When It’s Time to Outsource Your Video Production

With Siren’s month over month growth and having to deal with things such as:

  • programming issues
  • logistics
  • staff meetings
  • team travel to boat shows
  • customer support
  • social media
  • managing other digital marketing channels

…things were getting pretty hectic.

Due to the increased interest in their product and their company, the team knew there was a huge opportunity to grow their fan base and followers by implementing a strong social media strategy…and they knew that video had to play a big part.

Siren has a great team and they’re taking care of most aspects of the business that they can handle, but trying to become video experts themselves wasn’t possible because they didn’t have the time. In order for the Siren team to get their video strategy to that next level, they needed help.

This new process needed to be executed by a new experienced team member or outsourced to a service provider that had done this successfully many times before, not just an intern that would read a few blog posts and try to set this up themselves.

Building the Perfect Video Team

Because Siren was moving fast, they didn’t have time to go and hire anybody new, so they went out looking for someone who had been there, done that.

Enter Third Spoon.

Third Spoon provides Siren Marine with access to expert producers, directors, artists, videographers, editors and animators that proactively plan and execute their video marketing program for them – so they don’t have to worry about making any new hires.

– The Perfect Video Team –

How We Helped Siren Marine Get Fast Results From Their Video Marketing Strategy

1. Make A Splash
The first goal of any video campaign is to make a splash. We needed to introduce Siren Marine to the masses and let users know who they are, what they believe in, and why they should follow them. We did this with a “Who We Are”, 90 second message that encompasses everything that Siren Marine is about. This video would serve as the main marketing piece on their website and social media channels. They would also use this to send to potential partners, sales leads, etc.

2. Paid ad video series

The next step was to create videos to support Siren’s paid ad campaigns. These videos would serve as their main creative for their entire digital ad buy. We created a series of 15 second spots that identified the main problems boaters deal with, then showed them the easy solution. Siren uses these videos in highly targeted campaigns on Facebook, Instagram, Youtube, and pre-roll. 

3. Create an ongoing video series

Now that people were starting to notice Siren more, the next move was to create an ongoing video series. This is meant to keep viewers coming back for more on a regular basis. These videos should be informational and should provide value to the viewer. So, we decided that a weekly video series was the best approach. Every week, Siren releases a video that covers many different topics such as new features of the app, company updates, FAQ’s, boating news, and more. These videos are released every Monday on all of their social media channels as well as shared through an email marketing program.

4. The Power of Testimonials

A huge piece of Siren’s marketing strategy is customer testimonials and word of mouth. Until now, all they had was long quotes of text on their website from some of their customers, and it was one of the least visited pages on their site. We decided to shift all testimonials to video and identify some key players in the boating industry who use the Siren Product and produce short testimonial videos with each one. Siren uses these testimonials as the creative for highly targeted paid campaigns. They can target certain demographics according to the subject matter so they know that the right message is getting in front of the right people.

Results

After implementing this video marketing strategy into their overall marketing plan in the middle of 2018, a LOT has changed for the better. The company has grown significantly and quickly, and Third Spoon is proud to play a pivotal role in that growth. Here are some numbers that compare 2018 to 2019.

  • E-commerce sales grew 84%
  • Website users grew 72% from ~64,000 to ~110,000
  • Page views grew 64% from ~254,000 to ~416,000
  • 570,000 organic 3-second video views on Facebook in 2019
  • 441,000 impressions and 12,490 link clicks on paid Facebook/Instagram ads in 2019
  • 16.5k total video views on YouTube in 2019

Conclusion

  • Weigh up the pro’s and con’s for bringing new projects in-house versus outsourcing (make sure to weigh up the real costs of each option, including how long it will take you to get a successful result)
  • Define what your marketing goals are and how to best achieve them
  • Start off any video campaign with a splash that leaves a lasting impression on viewers and makes them want to see more
  • If paid digital ads is part of your strategy, use video! The most effective video ads are between 10-30 seconds long.
  • Testimonials are very powerful if done correctly. Viewers are far more likely to watch a testimonial rather than read one.
  • Create an ongoing video series that provides some sort of value to the viewer and makes them want to follow you

What To Do Next

Siren Marine started with a video marketing report. Request your report to understand how much your business can grow by implementing a strong video marketing strategy.

2. Paid ad video series

The next step was to create videos to support Siren’s paid ad campaigns. These videos would serve as their main creative for their entire digital ad buy. We created a series of 15 second spots that identified the main problems boaters deal with, then showed them the easy solution. Siren uses these videos in highly targeted campaigns on Facebook, Instagram, Youtube, and pre-roll. 

3. Create an ongoing video series

Now that people were starting to notice Siren more, the next move was to create an ongoing video series. This is meant to keep viewers coming back for more on a regular basis. These videos should be informational and should provide value to the viewer. So, we decided that a weekly “Monday Minute” series was the best approach. Every week, Siren releases a video that covers many different topics such as new features of the app, company updates, FAQ’s, boating news, and more. These videos are released every Monday on all of their social media channels as well as shared through an email marketing program.

4. The Power of Testimonials

A huge piece of Siren’s marketing strategy is customer testimonials and word of mouth. Until now, all they had was long quotes of text on their website from some of their customers, and it was one of the least visited pages on their site. We decided to shift all testimonials to video and identify some key players in the boating industry who use the Siren Product and produce short testimonial videos with each one. Siren uses these testimonials as the creative for highly targeted paid campaigns. They can target certain demographics according to the subject matter so they know that the right message is getting in front of the right people.

5. New Product Launch

Like any tech company, Siren is constantly improving their product. And in 2019 they were releasing a brand new version of their flagship product. Their target market shifted slightly from individual consumers to OEM’s and Enterprise, and they wanted to show off just how much work and amazing technology goes into their product.

Results

After implementing this video marketing strategy into their overall marketing plan in the middle of 2018, a LOT has changed for the better. The company has grown significantly and quickly, and Third Spoon is proud to play a pivotal role in that growth. Here are some numbers that compare 2018 to 2019.

  • E-commerce sales grew 84%
  • Website users grew 72% from ~64,000 to ~110,000
  • Page views grew 64% from ~254,000 to ~416,000
  • 570,000 organic 3-second video views on Facebook in 2019
  • 441,000 impressions and 12,490 link clicks on paid Facebook/Instagram ads in 2019
  • 16.5k total video views on YouTube in 2019

Conclusion

  • Weigh up the pro’s and con’s for bringing new projects in-house versus outsourcing (make sure to weigh up the real costs of each option, including how long it will take you to get a successful result)
  • Define what your marketing goals are and how to best achieve them
  • Start off any video campaign with a splash that leaves a lasting impression on viewers and makes them want to see more
  • If paid digital ads is part of your strategy, use video! The most effective video ads are between 10-30 seconds long.
  • Testimonials are very powerful if done correctly. Viewers are far more likely to watch a testimonial rather than read one.
  • Create an ongoing video series that provides some sort of value to the viewer and makes them want to follow you

What To Do Next

Siren Marine started with a video marketing report. Request your report to understand how much your business can grow by implementing a strong video marketing strategy.