Initially at REI working in the photo studio, personally doing video on the side. Developed a position about 3 years ago, became video production. We now have 3 people working on video at REI, full time.
History. REI VideoLab mission slightly modified from the REI mission statement: we want to produce video content to inspire, educate, outfit for a lifetime of outdoor adventures and stewardship getting our expertise online – and video is the perfect way to do this.
What videos do we want? Listen to partners actively (online partners, merchandizing, email marketing). Set priorities about what we can do, then get started. Importance of brining partners in early (we use video content from manufacturers).
Styles of videos. Three types of videos we make:
1) “outfit” (tell a genuine story). Try to show stuff in use.
2) “educate” example: http://www.rei.com/expertadvice/articles/kayak.html:
- categories of products
- importance of being genuine example: http://www.rei.com/products/786676
Also for education http://www.rei.com/expertadvice/paddling
lots of things you can do to inspire people. Example: Testing lab (70 years of history at REI). Showing a video of the test lab at REI.
Very simple product videos: Buff wear demo http://www.rei.com/product/691367
Salomon water shoe http://www.rei.com/outlet/product/778189
Very successful example of integrating photos and interactive video: http://www.rei.com/features/eVent.html
Question from the audience: how integrated is video on your site? The video center is barely visible, for instance?
It takes time to make video more visible, but we’re working on it