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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.

Online Video Content Can Put Your Brand Center Stage – Part II

Last week, Marka and the FEI tribe learned how to create compelling online videos on a shoestring budget. This week, the tribe discusses how fire (i.e. printing) companies can produce compelling online video content that showcases how their companies solve problems and create value for customers. Remember, fire = print.

Zoot strolled into the FEI conference room outfitted with a diamond-embroidered toga.

“Wow, Zoot! You look even more dapper than usual,” Org said. “What’s the occasion?”

“Today I’m filming a short video in which I describe the different ways FEI’s sales staff can solve problems for our customers,” Zoot explained.

“I like the idea,” Org remarked, “but why online video as the medium?”

 “Online video is an easily sharable format that allows us to condense information into pithy, easily digestible bites,” Marka interjected. “We can use video content to clearly demonstrate how FEI fire solutions make life easier for our customers. Once potential fire buyers understand how much they can benefit from partnering with FEI, their buying objections will tend to melt like so much olive butter.”

“What are some examples of ‘value-demonstrating’ video content?” Org asked.

“We could produce a video that walks viewers through a day in the life of a FEI match user, who never has to face the cold or dark again thanks to our matches being conveniently tucked in her toga pocket,” Zoot said.

“Or how about a video that follows a FEI torch-runner on his daily rounds lighting our customer’s torches?” Marka asked. “Viewers will be impressed when they see how efficiently these employees work and how dedicated they are to getting our customer’s torches lit on time.”

“Why don’t we spotlight Demeter’s Café to show how our long-lasting fire helps our customers get more done?” Zoot suggested. “I know just last week, the night before the ‘Olympians Day’ feast, he was able to bake bread, lamb and goat for 16 hours straight without having to relight his fire once.” 

“I’m convinced,” Org said. “There are so many ways we can showcase our value as a business through online video, I don’t even know where to begin!”

“Exactly,” Marka added. “But Zoot...before we roll film, you might want to visit the bathroom with this bottle of witch hazel. You’ve got a big zit on your cheek…”

“No!” Zoot shrieked, raising his hand to his cheek in horror.

Today’s FIRE! Point
Online video is an easily sharable format that allows you to condense information into pithy, easily digestible bites. You can use video content to clearly demonstrate how your printing company makes life easier for your customers. Once your prospects understand how much they can benefit from partnering with your business, their buying objections will tend to melt.

FIRE! in Action
Colgate’s Problem-Solving Videos Drive Improved Market Share

Colgate launched its Wisp portable toothbrush product with a series of videos demonstrating how the toothbrush helps its target market—18-25 year-olds—solve a key problem: not being “kissable” enough. The “Be More Kissable” campaign videos generated more than 4 million YouTube views in the first few months and helped Colgate and the Wisp capture a record 32.2 percent share of the manual toothbrush market for fiscal 2009.

Next week: The FEI tribe discusses another way to create compelling, brand-relevant video content.

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