Tuesday, 28 January 2020 10:49

Video Marketing: A powerful tool for reaching your audience

Written by  

“Video is critical to telling your story, reaching your audience and most importantly, telling the world how you’re different,” says Jason Parmer, creative director for Dapper. Parmer and I have been producing video projects together for more than eight years. We have created three shows that aired on PBS nationally and, between us, have received five Emmy nominations. We know the power of video for building a brand.


If you are wondering if video production and marketing is worth the time and money for your spa or skin care center, statistics paint a clear picture. Technology company Cisco predicts that, this year, there will be almost a million minutes of video per second crossing the internet and 82% of all consumer web traffic will be video.1 Research from marketing firm Wyzowl shows:

  • 83% of those surveyed using video think it gives them a good return on investment; 82% say it’s a key part of their strategy
  • 97% of businesses using explainer or brand videos say it helps users understand their business better and 81% saw an increase in sales from posting an explainer video 2


How do consumers respond to video marketing? Almost 50% of web users look for a video before visiting a store, according to Google.3 Wyzowl says 79% of consumers prefer watching a video to reading about a product and 84% of consumers have bought something after watching a video.


In our high-touch industry, how can video be used authentically for positioning and driving traffic? “Potential clients need to know that you’re legitimate,” explains Parmer. “More than that, however, they need a sense of the feel and demeanor of you and your business. Video helps show that softer and intuitive side.”


With video production companies, there’s no particular licensure or credentials for a potential client to search. Because of that, Parmer strongly recommends a few things.


Make it personal

“If a colleague has worked with a production company and had great results, that’s undoubtedly your best option,” says Parmer. “A good producer or director will make you feel comfortable, relaxed, and will coach you to tell your story in the best way possible.”



Don’t feel the need to hire a company with tons of spa, skin care, and massage experience. “My first client, 14 years ago, was an Egyptian Arabian horse farm,” says Parmer. “I knew nothing about horses. My naivety in that industry was what enabled me to ask questions as a horse newbie, resulting in a lot of new clientele for the farm. Someone outside of your industry can offer a fresh perspective that looks and feels much more unique.”



Production crews can be one person to 20 people and budgets are reflective of that. “As a general rule, you can expect to pay at least $1,000 per finished minute of content,” continues Parmer. “With larger companies, you could pay significantly more. A three-minute video would cost about $3,000 to $5,000 in most markets, whereas larger cities come with much higher price tags.” With that said, even if you think you can’t afford a video professional, reach out. “Often times, we have been able to work specials for companies whose visions align with ours, or where we can trade services.”


If you decide to go on your own, Parmer passed along tips for making videos DIY-style:

  • “Always shoot videos horizontally in landscape mode.
  • Consider the set or background of your shot. Avoid big windows behind you, and have color, context, and character.
  • Pick up an inexpensive $30 to $40 lavaliere microphone, which can be found online, that can plug into your smartphone.
  • Consider buying an inexpensive soft box light, also online, and position it roughly 45 degrees to one side of your face or the other. This provides a flattering, soft look to most people’s faces.”


In conclusion, using video to tell a story and reach an audience can help elevate a business to the next level. By taking the first steps to put your brand out there, considering video as the means to do it can make all the difference in the world.



1 “Cisco Visual Networking Index: Forecast and Trends, 2017-2022 White Paper.” Cisco.com.

https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html. Feb 2019.

2 “Video Marketing Statistics 2017 Survey: The State of Video Marketing 2017.” Wyzowl.com.


3 Hall, Sharon Hurley. “Video Marketing Statistics: What You Must Know for 2019.”

Optinmonster.com. https://optinmonster.com/video-marketing-statistics-what-you-must-

know/. Oct 2019.



Debra Locker




Respected for her communication skills and media relationships, Debra Locker has worked in public relations and journalism for nearly three decades. She is the President of Debra Locker Group, which was founded in 2008. DLG is an award-winning, boutique agency that specializes in lifestyle, spa, wellness, and beauty. Clients are featured on “The TODAY Show,” “The Doctors,” in SHAPE, Marie Claire, The New York Times; to name only a few. Prior to becoming an entrepreneur, Debra was the PR Director for the International SPA Association. Debra may be reached via This email address is being protected from spambots. You need JavaScript enabled to view it..

Want to read more?

Subscribe to one of our monthly plans to continue reading this article.

Login to post comments

Skin Care Blogs

body { overflow-y: auto; } html, body { min-width: unset; }