Our strength over traditional videographers, and video production companies, is leveraging technology.
October 17, 2019
A Chicago-based video production company acquires premium domain Videographer.com for an undisclosed amount. The search term “videographer” receives tens of thousands of monthly searches, with advertisers paying $3.00 per click, on average, for the keyword.
Vanilla Video operates a well-established brand in the Chicago area, providing video production services to Fortune 500 companies, weddings, athletes, musicians, events, startups, non-profits, schools and governments. According to the Vanilla Video website, the company has provided at least 3,400 customers with videography services and employs several full-time videographers.
With a steady growth rate, and now handling 600+ projects per year, Vanilla Video is one of the industry-leading video production companies by volume. “People love online shopping. Clients visit our website and it handles most of the sales process for us, including quotes,” explains Co-Founder Frank Romano. “Video is not simple, but our unique pricing structure allows quotes to be finely-tuned for any situation or budget. Best of all, many clients can quote themselves.”
One unique aspect about Vanilla Video is the a la carte price structure. Customers are able to pick-and-choose exactly what is, or is not, included in a video production. Similar to choosing ingredients – Vanilla Video allows clients to opt-in or opt-out of lighting, production assistants, length of setup time, number of videographers, camera types, etc. Frank explains, “Every aspect of the video production can be chosen by the customer without talking to a salesperson. There is nothing like Vanilla Video. It’s easy and transparent. It’s popular. People love Vanilla Video.”
Vanilla Video has experienced strong year-over-year growth in 2018 and 2019, and consistent growth since launching in 2012. The company strategically shifted its focus to corporate clients in 2015 and stopped advertising to weddings and personal events. The company still handles at least 150+ weddings per year; however, the service appeals to out-of-town business customers who need a videographer. While Vanilla Video is popular with locals, the company also attracts clients from 300+ miles away – in-part, due to online ordering and their simplified pricing.
“Our strength over traditional videographers, and video production companies, is leveraging technology. The industry is dominated by part-time freelancers. They lack focus. They fail to invest in technology-based processes. Ultimately, they do not take the business-side of video production seriously,” says Corey Olson, Vanilla Video CEO & Co-Founder, “Videographer.com will be our premium brand, essential to our national growth strategy. Vanilla Video is a great brand, but it is limited to affordable video production by design. We believe operating both websites, and targeting different types of customers on each, is one key to further growth.”
The website for Videographer.com is currently under construction. A few pages, and some content, are available. Vanilla Video notes Videographer.com receives regular updates and expects the website to be fully operational in 2020. Vanilla Video plans to continue using VanillaVideo.com for its business and operate Videographer.com as a separate division.
“Acquiring Videographer.com was a perfect fit for us,” Corey continued, “Co-branding Vanilla Video with Videographer.com boosts our credibility, and trust on the web. Our website is the primary driver of leads as we do zero outbound sales. This is really a great investment for us.”
The deal is reported to have taken several months. Vanilla Video was able to acquire similar premium domains, including the complements – Videographer.net and Videographer.org
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