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