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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

 
Last week, Marka and the FEI tribe learned how to use FEI’s internal database to develop strategic offers for its customers and prospects. This week, the tribe discusses how fire (i.e. printing) companies can produce compelling online video content on a limited budget. Remember, fire = print.

Org, Marka and Numo arrived in the FEI conference room to find Zoot crouched in the corner wearing a bulletproof vest.

“What’s wrong, Zoot?” Marka asked her salesman friend. “And why are you wearing that silly vest?”

“I heard we were going to be shooting today,” Zoot said in fear.

“Shooting video, you goof!” Marka chuckled. “We’re going to launch a series of O-tube videos that will inspire fire buyers to further associate FEI with the resourceful solutions, dependable service and fire expertise they crave in a vendor.”

“Sounds pricey,” sniffed Numo.

“We don’t need Org Cameron’s production budget to create video content that sticks,” Marka rebutted. “Our company’s initial investment in creating video can be as little as a $150 Drachma handheld camera and a couple hours.”

“What are some examples of compelling video content that won’t put a dent in our budget?” Org asked.

“Say we’ve just turned around a tough order of 5,000 custom-made torches on time and on budget,” Marka said. “Our customer is ecstatic. We can shoot a quick ‘project spotlight’ video that documents the planning, preparation and steps we took to complete this task.”

“Ooh, I got one!” Zoot exclaimed. “Tomorrow, I’m heading out to lunch with Marathon of Marathon’s Chariots, a longtime client. I could ask him to record a 30-second testimonial about how FEI’s been a valued part of his organization’s success.”

“The bottom line is that our content should focus on how FEI solves problems and creates value for our customers,” Marka said.

“I agree,” Zoot added. “Now can I take this vest off? It’s itchy.”

Today’s FIRE! Point
Online video content can inspire print buyers to further associate your company with the resourceful solutions, dependable service and printing expertise they crave. Your company's initial investment in creating video can be as little as a $150 handheld camera and a couple hours. Consider focusing the content you film and distribute online on how your brand solves problems and creates value for its customers.

FIRE! in Action
Patagonia Uses Video to Tell Its Products’ Story

Outdoor clothing manufacturer Patagonia displays videos on its website that walk visitors through how the clothing is produced, from the cotton farm where the materials are harvested to the warehouse where the completed garment ends up. From 2008-2010, Patagonia had its “two best years ever” during the downturn. It’s probably not coincidental that this was around the same time Patagonia started posting videos of its production processes.

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

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