Online Video Content Can Put Your Brand Center Stage – Part III
“Sounds like an A/B test opportunity,” Org said, raising his eyebrows.
“Exactly!” Marka exclaimed, throwing her hands in the air. “Now we’re becoming a marketing-driven company!”
“Good thing,” Zoot said, shaking his hand. “My hand’s starting to cramp up.”
Today’s FIRE! Point
Online video is a personable medium, yet it can also help you reach thousands of current and potential customers. Consider using video as an efficient way to showcase product improvements. Online video can also be used to build brand goodwill. Holding a contest awarding a free eBook (or anything relatively inexpensive) to whoever submits the best video about a positive experience with your printing company doubles as positive customer engagement and good branding. Customers who participate in these contests will feel more involved with your brand and consequently respond more favorably to future marketing messages.
FIRE! in Action
Old Spice’s Consumer-Driven Video Content Grows Sales
You might not recognize the name Isaiah Mustafa, but you probably know his face. Mustafa starred first in a series of TV ads for “Old Spice” body wash and later in several videos on Youtube in which he personally responded to several comments left by fans on various social media sites. The response videos achieved a million views faster than Barack Obama’s inauguration speech and, more importantly, have led to an 107 percent increase in Old Spice’s sales over the last month.
Next week: The FEI tribe describes the principles behind A/B testing.