It seems like the internet is simply crawling with news, studies, and statistics on the emerging video advertisement market.  We've been told it's the next big thing.  We've been shown statistics and charts and figures on the growth of online video.  And we've talked about the opportunities for incorporating video into your next marketing campaign.

Odyessy Golf was able to put all of that knowledge to use in a successful lead generating initiative, according to a MarketingSherpa case study.

The challenge befalling Odyessy seemed simple enough at first glance:  generate marketing leads.  But as it turns out, that's no simple matter.  To facilitate the challenge, Odyessy decided to take an interesting approach to the problem.  They created a multimedia blog called The Grind.  Complete with photos, diaries, and video, The Grind followed the trials and tribulations of three aspiring golfers trying to work their way up to PGA membership.

Reader-submitted questions were answered in print and using videos featuring the three blog stars.  Another character, "the Grind Guy", followed and interviewed the players while reporting back to readers.  Odyessy also created tips videos for its own website giving customers the chance to see its products in action and in use by real people.

Finally, the company created a contest centered around a well-known professional golfer and an unusual, custom putter made by Odyessy.  It worked out well:  the putter helped its owner win The Master's tournament well after the promotion was in full swing (no pun intended).

Overall the campaign paid off for Odyessy.  They increased their lead generation email database by almost 40%.  They doubled the number of unique visitors to their site.  And while those visitors were at Odyessy's site, they stayed 20% longer than before the media campaign.

If the buzz floating around online video and media hasn't been enough to convince you of its importance, maybe Odyessy's results will.  Video is one of the most cost-effective ways of getting a message out.  Its interactive, engrossing, and once made, can be left alone to work its magic.

I've talked about the possibilities of online video a lot.  Time to see what you've learned so far.  Let me know what your plans are for utilizing video, or better yet, leave a comment and show me your videos!

I'll get the popcorn ready.