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

Last week, Marka and the FEI tribe learned how fire businesses can use online video to showcase their problem-solving abilities. This week, the tribe concludes its discussion of online video. The team focuses is on how video content can help businesses create stronger customer relationships by engaging them directly. Remember, fire = print.

One bright, sunny afternoon, Org, Marka and Numo found Zoot in his office scribbling letters.

“What’s going on here?” Marka asked.

“We recently added a new feature to our X2 model torch, ” Zoot answered.

“I forgot about that,” Marka said, tossing her mane of straw colored hair to the side. “Our customers are going to love Lucy’s new auto-relight feature.”

“I’m writing a letter to every single customer who bought the torch, explaining how the new feature will benefit them,” Zoot continued.

“That sounds time-consuming and inefficient,” Numo remarked warily.

“Yeah, maybe,” Zoot mumbled irritably. “Now if you’ll excuse me…”

“Instead, how about letting your customers know about a video we’re producing that’s focused on the new feature?” Marka suggested.

“A video’s worth a thousand words,” Numo agreed.

“Then, we can encourage our YouTube subscribers and Facebook fans to submit their own content,” Marka added. “We can hold a contest awarding a free eBook (or anything relatively inexpensive) to whoever submits the best follow-up video about a positive experience with the X2.

“This tactic doubles as positive customer engagement and good branding. Customers who participate in these contests will feel more involved with our brand and consequently respond more favorably to future marketing messages.”

“Sounds like a good value per impression,” Numo said with interest.

“For sure,” Marka quickly agreed. “Online video is a personable medium, and it can help us reach thousands of customers. Since you’re writing all these customers anyway, include the URL in some of your letters. I bet your conversion rates will be better.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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