If you’ve started experimenting with video, you may have noticed how wildly popular it is. Even videos you think are silly and might not have a “point” are garnering a crazy amount of views. Yet, there are still some chambers and businesses who are afraid to embrace the technology or feel they lack the know how. But video is probably a lot easier than you think and may even make a good source of non-dues revenue for you.
Are You Ready for Video as a Non-Dues Revenue Source?
Business-savvy people know that there’s a large market for things people don’t want to do for themselves or don’t feel they have the expertise to do them. That’s why video could work for non-dues revenue but only if these statements apply to your chamber.
- You have some decent equipment. Video production is no longer the expensive undertaking it once was but there are still minimum levels of acceptable production value. For instance, you’ll want decent lighting, a tripod, something of good quality to film with, and possibly some editing software. Or you can partner with a video company in your area but with what video costs this may eat deeply into your profits.
- You have an easily replicable format but not one that looks cookie cutter. You likely don’t have time to storyboard a video for every interested member so you’ll need a formula for success. However, with too much of a formula the video will lose its value because it will look like every other business’ in town. For this reason, an interview/spotlight might work better than a marketing/promotional type.
- You have the means to produce them quickly. If the point is to offer video as a service, you need to be able to produce them rather inexpensively for your members. This means they can’t take up a lot of hours and other resources. Every hour it takes, every correction or change a member makes, eats into the non-dues revenue.
- You can add it into a higher tier. Okay, so you don’t need this one but it’s nice to have. For someone who has been thinking about getting a video done, you may have just given them a reason to upgrade to a higher membership tier if video is part of the benefit level.
These considerations may give you pause but they shouldn’t derail you from video. This format is only going to increase in popularity. Google is even helping small businesses with single-page websites now and Facebook allows you to feature a video instead of a banner on your page.
But before you plunge into video as non-dues revenue, remember if your members become video customers they will have many more demands than if you’re just featuring them in a spotlight video. Are you ready to take that on?
If you’re currently doing video as a form of non-dues revenue, please comment about your experiences here.