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.

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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