Online Video Content Can Put Your Printing Company Brand Center Stage -T.J. Tedesco

By T.J. Tedesco

“I agree,” Zoot added. “Now can I take this vest off? It’s itchy.”

Today’s FIRE! Point
Online video content can inspire print buyers to further associate your company with the resourceful solutions, dependable service and printing expertise they crave. Your company's initial investment in creating video can be as little as a $150 handheld camera and a couple hours. Consider focusing the content you film and distribute online on how your brand solves problems and creates value for its customers.

FIRE! in Action
Patagonia Uses Video to Tell Its Products’ Story

Outdoor clothing manufacturer Patagonia displays videos on its website that walk visitors through how the clothing is produced, from the cotton farm where the materials are harvested to the warehouse where the completed garment ends up. From 2008-2010, Patagonia had its “two best years ever” during the downturn. It’s probably not coincidental that this was around the same time Patagonia started posting videos of its production processes.

Next week: The FEI tribe discusses another way to create compelling, brand-relevant video content.

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Business Management - Marketing/Sales

T.J. Tedesco Author's page 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 tj@tjtedesco.com.

Online Video Content Can Put Your Brand Center Stage