Jan 12 2009
Using Videos and the Internet in Marketing Part II
Will It Blend?
Internet Video
The title of the workshop emphasizes video, so I will take a bit of time to discuss Internet Video here.
You cannot discuss Internet auctions without mentioning eBay, and you cannot have a discussion of Internet video without discussing YouTube. YouTube is the go-to site for internet video.
Before you try to begin a viral video campaign, it would be wise to understand some of the history and culture of the Internet. The Internet began life as a public, not-for-profit cold-war effort. Commercialization of the Internet did not begin until the late 80’s & early 90’s. I believe that recognizing the history and culture of the non-profit Internet can help you even if profit is your ultimate motive.
Take for example the BlendTec line of blenders. BlendTec has successfully started a viral video marketing campaign while respecting the non-profit Internet culture that exists. What makes the BlendTec approach succeed when others fail? Several things are in play here.
- It isn’t shouting. Instead, BlendTec is using Kathy Sierra’s new way of marketing by showing how people can be great if they are using a BlendTec.
- It is funny and interesting.
- It offers a unique relationship opportunity. Customers can request items to see “Will It Blend?”
Question for thought and discussion:
In what ways do the products or services you offer help others to “kick ass”?
Viral video genius Kevin Nalts adds value to people’s life simply through entertainment.
Nalts
Video Tips
- Keep it short and simple. BlendTec videos are usually less than 2 minutes.
- Be funny and informative.
- You don’t need expensive technology. Use a Flip camera or a point and shoot digital camera with video capability.
- Experiment! Even a kid can do online video!
- Read and follow advice in The Little Digital Video Book by Rubin
Three Motivations in Marketing
Seth Godin talks about three ways to market, Fear, Hope and Love.
The easiest way to build a brand is to sell fear. The best way, though, may be to deliver on hope while aiming for love.
Read Scarcity Shortage by Seth Godin, then answer these questions for thought and discussion:
How can small town businesses recognize the “scarcity shortage” and benefit from it?
What ideas do you have for using “viral video” to promote your product or service?
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