How is Lumine exploiting video marketing trends?

By: September 30, 2016

Lumine Golf Club at Mediterranea Beach & Golf Community (managed by Troon) has recently announced a multi-year partnership with Rick Shiels. As part of the cooperation, Lumine will be Shiels’ official resort partner. Calle Carlsson, General Manager said “Rick is part of golf’s move into the modern-era…” This is true, but I can see much more understanding of the latest video marketing trends.

Today, Rick Shiels (qualified PGA professional) has probably one of the most viewed YouTube Channel with 147,047 subscribers and 85,000 viewers per day. His other social media channels are also attracting significant number of followers:

  • Facebook: 27,808 fans,
  • Twitter: 35,500 followers,
  • Instagram: 39,900 followers (he is also using video content in this channel).
  • Snapchat

He will film content at Lumine, but also promote the resort with a logo patch on his bag and clothing.

The viewers of his channel will also have the opportunity to join Shiels for an exclusive coaching experience at Lumine,  where they will receive expert tuition from Rick before joining him for a round on one of the three Lumine courses; The Lakes, The Hills and The Ruins.

What can gain Lumine from this partnership?

Video marketing is not a new thing. However, the demand for visual content across distribution channels is growing. This is why video marketing is a hot trend in 2016. Let’s not forget that video is one of the or the most engaging content type. Meanwhile, YouTube has become the #2 search engine. YouTube is also a big competitor for cabel TV channels. YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

Cisco says, globally, consumer internet video traffic will be 80% of all consumer Intenet traffic in 2019, up from 64% in 2014 (this percentage excludes peer-to-peer file sharing). This is a huge change in online content consumption habits!

For brand like Lumine, video content can be a powerful way to:

  • increase their reach (in this case in a very targeted way);
  • spread message;
  • generate leads (if you have a great video content);
  • boost engagement;
  • promote their services and products;

Lumine will succeed if their target audience is the same or very similar to Ricky Shiels’ followers (under age of 35; 95% men). Let’s not forget also the goals and strategy that can influence the results. At the same time, we should not neglect

At the same time, we should not neglect Facebook as a video distribution channel. Since June 2014, Facebook has averaged more than 1 billion video views every day. 2016-social-video-forecast of Animoto found in its survey that Facebook dominates in social video distribution. 40.1% of marketers and 40.3% of SMB companies preferred Facebook over YouTube.


Where could Lumine use these videos?

It is very nice to appear on Rick Shiels YouTube Channel, but Lumine should think also how to use these videos for other purposes.

Namely, it is not enough to film the latest Rick Shiels educational video in one of Lumine’s golf courses but to create videos for their website (e.g. lead generation landing page: it can boost conversion significantly), email campaigns, and social media channels (e.g. Facebook, YouTube, and Twitter).

Which works best for Lumine has to come from the understanding which channels work for their brand and target audience.