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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.

More Tips for Creating Compelling Online Videos

Last week, Fire Enterprises (FEI) marketing maven Marka gave savvy salesperson Zoot some tips for creating compelling video content on a budget. This week, Marka shows Zoot how FEI can use video content to connect with customers. Remember, fire = print.

Zoot reclined in his office chair, fresh off filming his first “Monthly Fire Tip” video. “I think FEI customers will respond positively to getting the Monthly Fire Tip this way,” he told Marka, who’d filmed the whole thing. “People like seeing other people. Online video lets us put a face behind our brand to more powerfully engage with customers.”
“Zoot, you’ve touched on a key benefit of online video,” Marka said. “The visual and social nature of the medium lets us connect with our customers in a meaningful, intimate way. Let me give you a couple of tips for creating video content that will resonate with our viewers.”

Marka started scribbling on the whiteboard in Zoot’s office.

Personality Sells

“Let’s use video content to explore what makes FEI different,” Marka said. “We could spotlight key employees, highlight an unique production process, or illustrate our company’s storied past (and exciting present and future) through a brief company history video. Viewers will connect with our brand when they learn about and identify with the names, faces, and ideas that make FEI an exceptional company.”

Marka scribbled more on the whiteboard.

Video Content Should Drive Customer Interaction
“FEI’s video strategy should contain an interactive component that allows customers to engage with our brand directly,” Marka explained. “That doesn’t necessarily mean we should film a video in response to every customer complaint. But if we’re aware of a production or customer service issue that’s causing friction with one or more customers, we might consider filming a short video explaining the problem and what actions have been taken to solve it.”

“Of course, our video content should focus on the positive,” Marka continued. “Why don’t we encourage our O-Tube subscribers or O-Facebook fans to submit their own content? We could hold a contest awarding a free e-book (or anything relatively inexpensive) to the customer who submits the best ‘Why I Love FEI in 30 Seconds or Less’ video. Promotions like these create positive customer engagement and double as good branding.”

“These are some fantastic video ideas,” Zoot said. “Are you sure you never considered being a movie director?”

“I did have a good idea for a movie once,” Marka said. “It was about a group of poor Olympians who wanted to enter a chariot in the big Annual Olympian Chariot Race, but the only materials they could afford were wheels and a bunch of copper wire.”

“Yeah?” Zoot asked. “What was it called?”

“’Chariots of Wire’” Marka said with a grin.

Next week: Marka discusses how to create an effective branding document.

Today’s FIRE! Point

The visual and social nature of online video lets you connect with your customers in a  meaningful, intimate way. Use video content to explore what makes your printing company different—you could spotlight key employees, highlight a unique production process, or illustrate your company’s storied past (and exciting present and future)—through a brief company history video. Viewers will connect with your brand when they learn about and identify with the names, faces, and ideas that make your company so exceptional. Also, consider making your company’s video presence more interactive by encouraging your YouTube subscribers or Facebook fans to submit their own content.

FIRE! In Action: Visit Carlsbad Uses Online Video to Increase Site Traffic

The destination marketing organization used a customer-submitted video contest to grow site traffic by 13 percent.

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