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.”
“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.