Print
 
Return to Portfolio
Next
Prev
 
    • pause
    •  
    •  
     

    Interactive Guide For HDSLRs

    2008 marked the start of a revolution in the still and motion camera markets with the advent of the Nikon D90, and many other video capable DSLRs that followed. With these cameras, photographers and independent filmmakers had the ability to produce hollywood-like stunning video. As a result, the still and motion camera markets experienced a profound shift, as more filmmakers and photographers adopted this new technology.

    Having had our radars long positioned to track the photo and video markets for our client, B&H, YODI was able to quickly propose and act on opportunities that would lead this new wave. The novelty of HDSLRs has been the most significant change to the photo/video markets since HD cameras were first introduced. So how does a retailer end up leading a technological wave it didn’t start?

    Through our own surveys and research, we found a significant portion of this market was in dire need of information. The merging of a still camera with a video camera came with its complications, and this forced users to approach they’re shooting skills from new angles. YODI formulated a content marketing program that spanned web, social media, print, and point-of-purchase. The staple of this initiative was going to be an in-depth and all-encompassing Interactive HDSLR Guide. The results far exceeded client expectations. B&H jumped to the top of Google results in the HDSLR segment, immensely positive feedback kept pouring in, and sales saw a sharp incline upon the guide’s release.

    We succeeded in breaking down the barrier between retailer and customer. The content was received with great enthusiasm by both novice and expert. Filmmakers decided it was such an essential guide that they incorporated it into their production team handbooks. Professors wrote in to tell us how thrilled they were to have such an interactive and comprehensive presentation they can show their students as part of their coursework. Customers wrote in to describe their appreciation for providing such practical information in an easy to swallow appealing manner. A picture began to emerge from the hundreds of feedback emails: B&H was great for good price, service and stock, but now it was clear B&H was the true professional’s source by being an industry thought leader.

    It was clear from these developments that B&H had succeeded in a way that few other companies have; by assisting customers in their personal and professional quests to mastering their craft, all without resorting to cheap and overt sales ploys. That was indeed the true beauty of this initiative.

        Read more Hide me

    • Content Deep

      While others had attempted to cover a few topics sparsely with articles, videos, or even books, we took a more precise, calculated and thorough approach. We conducted surveys with customers to understand the entire spectrum of problems they were facing. Surveys were then sent to key industry professionals and manufacturers to gather all suggested solutions. After conducting tests for each solution, we were finally ready to write the guide. The resulting 17 chapters covered every facet of the new technology, as well as some filmmaking foundational basics.

    • Interactive Design

      It became clear early on in the project that we would need to design an entirely new interface for navigating through the expansive content we'd created. The challenge with this sort of content was in avoiding an information overload – and solved by providing the basic information to beginners, and the more advanced tips to high-end users. The design achieved this objective with an easy-to-use interface that encouraged a non-linear way to read through the content, while key terms were hyperlinked to pop-up boxes with more info for the beginner audience.

    • Integrated Shopping

      Although the guide was intended as an educational tool, the products were intertwined with the issues that customers faced, and were therefore an inseparable part of the solutions we would provide. Thus, we incorporated a shopping tool within the guide. As customers learned about a certain topic, related products could be accessed in a side tab for further exploration.

    • Ask The Experts

      The guide had a built-in feedback contact form for customers to get advice from a team of experts, or to otherwise leave feedback. We managed the process and assisted customers with their technical questions.

    • E-Commerce Page

      As a tie-in to the guide, we also developed an HDSLR E-commerce landing page. We categorized hundreds of products into smart categories that fit in to an overall solutions strategy we developed. The cherry on the top was a simple, yet highly effective visual navigation composed of all key elements found in a typical HDSLR production setup. From learning, to shopping, we created a seamless user path between the two that increased sales.

    • Organic Search Results

      As we've come to know over the years, 'content is king' when it comes to the web. One of the key accomplishments sought for this initiative was dominating the highest value organic search results. After the successful launch of both the HDSLR Guide and Hub, B&H was at the top of the search results. Even more noteworthy, however, was the fact that B&H held multiple links within the top five results. The icing on the cake, was the fact that other retailers only appeared at the end of the second or beginning of the third results page, thereby placing B&H well ahead of the pack.

    • Industry Buzz

      Beyond attracting existing and potential customers, the interactive guide generated considerable buzz across the blogosphere, trade forums, Twitter, and Facebook. It was clear that we created something that set a new standard in the industry, and other content sites took notice, even writing articles, reviews and interviews about the guide itself.