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What Does A Brand Video Channel Look Like?

September 24, 2014

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toll tv screen grab

Congrats to Toll Brothers, the nation’s premiere luxury home builder, on the launch of their fantastic brand video channel.  Toll Lifestyle TV (TLTV) represents the best of a new form of video entertainment designed to be online video that people want to watch, not advertising that they’re forced to watch before they can get to the good stuff.

What is Toll Lifestyle TV (TLTV)?

TLTV is Toll Brothers own “HGTV.”  The channel features authentic stories of homeowners living in Toll Brothers communities as well as decorating and entertaining advice with award-winning lifestyle experts. Toll Lifestyle TV is video programming designed for a highly targeted audience; people who are looking for luxury homes and may want to buy a Toll Brothers home.  The purpose of the channel is to entertain and educate these potential customers about the lifestyle they could have if they lived in a Toll Brothers community.

Channels like TLTV are what the excitement around video is all about.

How did TLTV Come to Life?

The Toll Brothers marketing team knew that it was time for video to become an integral part of their marketing strategy.  But despite being best-in-class marketers of a multi-billion dollar luxury brand, they did not feel confident about using online video.  What would their customers want to watch?   How would video fit into the big picture of their extensive national marketing?  And most importantly, how could they use video to sell homes?  Faced with these questions, Toll Brothers engaged VLStrategies in search of answers.

Together, we sat down and talked.  We asked a lot of questions that surprised Toll and that they hadn’t thought to ask themselves.  And we introduced a perspective on video that they hadn’t heard from anyone else.  We got inside the heads of their prospects, analyzed their competition, and identified how Toll Brothers wanted to use video to differentiate themselves.  And then, we crafted a smart, bold, integrated strategy with video at its center – showcasing community lifestyles, homes and homeowners, which would drive engagement and qualified buyers.  And Toll Lifestyle TV was born.

What will your online video channel look like?

With this innovative, next generation TV channel, Toll Brothers has created the foundation for their digital marketing strategy.  Using video, Toll Brothers is going where none of their competitors have been.  We are proud to partner with Toll Brothers on this creative project and look forward to uncovering new ways to enhance the Toll Brothers customer experience, to build engaged communities, and ultimately to drive sales.

How will you create your brand’s online video channel?

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