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. 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.
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