We all know videos can serve multiple marketing purposes. Social media, email campaigns, live events… the list goes on and on.

How about internal morale booster? That’s right, the same videos used to cultivate relationships with clients and prospects can have a tremendous impact on your own team.

The way you do it is to include your team members in the videos themselves. In some cases, you can even highlight them and the good job they’re doing (see an example).

Have you ever given someone a pat on the back? I’ve been reading a lot lately about leadership, and encouragement seems to be a recurring theme. Think about how it’ll make your team feel to see themselves and their co-workers in the videos their company uses to help earn new business.

It’ll make them feel appreciated. It’ll make them feel like they’re a part of something. It’ll make them feel like stars.

–Tony Gnau

I’ve been on a tear recently blogging about behind-the-scenes videos. I love them. They highlight one of the great things about the medium… giving businesses the ability to take clients and prospects behind the curtain.

I found another example from syndicated radio host and best-selling author Dave Ramsey. He kicked-off the launch of his new book EntreLeadership with a whirlwind media and book signing tour, and cameras took his followers with him (see one of the videos). This is a guy who knows how to market, and video is clearly a part of his plan.

How did it work? The book debuted at the top of the New York Times Best Sellers List. I’d call that a successful campaign.

Behind-the-scenes videos make viewers feel like they’re part of something. They’re in on something special.

That could be your company.

–Tony Gnau

I’ve been blogging a lot lately about behind-the-scenes videos. The posts have been inspired by college football season since so many schools are doing a great job of taking fans inside the locker room and beyond.

The connection to business seems very clear to me, but in case you’re missing it please take a look at mega-marketer Disney.

My wife and I watched a video via Netflix titled, Disney Parks: Undiscovered Disney Parks. It featured some pretty cool behind-the-scenes things taking place at the theme parks and resorts, and the video is one in a series of DVDs.

I have no idea how much the series cost to produce and distribute, but by the time I had picked up the remote to turn it off my wife was already on the laptop pricing out a Disney vacation.

Now, this was a 40-minute video on Disney theme parks. Not many people might be willing to invest that sort of time watching a behind-the-scenes video featuring your business, but what about a 1-2 minute video? What about a series of 1-2 minute videos that you roll out every month or every quarter?

Now you’re creating a behind-the-scenes experience your clients and prospects will appreciate.

–Tony Gnau

It’s no longer business as usual. Companies that are jumping on the social media express need to understand something… they are now content creators.

Sure, they still sell widgets or provide a special service, but now they have another identity. They are a media company. That means thinking about the media they produce and how it can affect the business.

Gone are the days when a business relies on the traditional media to help spread its PR or marketing message. Now it’s up to the company to do it. It might appear to be a daunting task, but it really opens a world of options.

One of them is the opportunity to harness the power of video. Businesses can create video content that serves an audience and turns viewers into customers.

It won’t happen overnight. The first step is changing the mindset. We no longer just sell widgets. We are a media company.

Once they’ve accepted that reality, businesses can begin looking at all the great stories surrounding the company and start producing videos.

–Tony Gnau

Southwest Airlines posts a decent amount of videos to YouTube, and it does a good job of using social media to distribute them. Some of the videos are hits, some are misses, but this one is a home run.

They follow musical artist Mat Kearney onto a flight where he performs a mini-concert for the passengers (watch the video). I love it! It puts a smile on your face, and puts Southwest in a good light.

Why don’t more companies do things like this? Okay, not everyone is going to be able to get a major recording star to serenade their customers, but PR and marketing pros need to start thinking this way for their clients. What are some of the fun things they do as a company… whether it’s cool perks for clients or ways they perk-up their company culture.

These are great video opportunities. Video doesn’t have to be about hitting someone over the head with a marketing message. Creating videos that put a smile on someone’s face make for an incredible sales tool. More companies should try it.

–Tony Gnau

VIDEO: Mat Kearney, Concert at 35,000-feet

Last week, I blogged about what a good job universities are doing at giving fans a behind-the-scenes look at their football programs. This should really interest business leaders because it’s a great technique they can use to educate their customers and prospects.

I highlighted USC and Notre Dame’s YouTube channels since the two were renewing their rivalry over the weekend. No surprise… USC posted a video less than 24-hours after its victory that puts fans right in the middle of the team’s big win, and it’s another great example for Corporate America.

Look… the likelihood that a company is going to produce something that communicates the same level of excitement is pretty slim. That’s not the point. One of the lessons learned here is that USC clearly understands how it can create content to serve its following.

Try finding anything even remotely like this in the traditional media. It’s not there, and yet there’s an audience for it. Thousands of people have clicked to watch this behind-the-scenes gameday video. USC isn’t waiting for the media to feature its football team. The school is going out and telling its own story.

Businesses have curious customers. They have people who are interested in their products and services. Businesses could be content creators like USC if only they understood the power these videos hold.

Videos like these serve an audience’s interest and foster loyalty by opening doors they normally can’t look behind.

–Tony Gnau

VIDEO: USC-Notre Dame Game Behind-The-Scenes

I watched a video yesterday produced by financial planning expert Dave Ramsey about the types of insurance he thinks everyone should own. It wasn’t a PR or marketing video, but the end of it really reinforced one of my biggest beliefs.

Dave is a master at his craft. He’s a nationally syndicated radio host, best-selling author, and a terrific on-stage performer. During the video, he spent about an hour speaking to an audience and giving them all sorts of facts and figures about insurance.  Health, long-term disability, life insurance… just a few that he was advocating.

He made a lot of great points, but he closed the video with a personal story that drove home his message. It was about a 28 year-old man who had started following Dave’s financial plan, which included getting insurance, only to find out a short while later he had a fatal disease. It was an amazing story, and trust me if anyone watching was still on the fence about getting insurance, they were probably on the phone with their insurance agent as soon as they finished.

Think about that. An hour of solid facts and figures, but it was a short personal story that really grabbed me as an audience member. You might have a cerebral case for why people should use your product or service, but your marketing video better target people’s hearts.

–Tony Gnau

One of the great things about online videos is the ability to take people to places they normally don’t get to go. Want to see it being done to near perfection? Start following college athletics.

The University of Southern California takes on Notre Dame this weekend in South Bend. It’s one of college football’s best rivalries, and thanks to YouTube fans get unprecedented access to their teams.

Each university’s athletic department has their own channel, and they post multiple videos every week documenting the comings and goings of their football programs. Pretty cool stuff if you’re a fan.

Business leaders… pay attention. This could be you giving your prospects and customers a behind the scenes look at your company. That sort of access can build real loyalty.

–Tony Gnau

I read something recently from Chick-fil-A founder S. Truett Cathy that’s a good lesson for all of us who are doing PR or marketing work.

It’s in his book ,“Eat More Chickin: Inspire More People” and it’s about doing business the Chick-fil-A way.

His company’s corporate purpose is “To have a positive influence on all who come in contact with Chick-fil-A.”

Isn’t that the help we provide our clients? I’ve never thought about it in those terms before, but that’s what I hope our videos do.

Video provides an excellent opportunity to create a good first impression. It also gives businesses a chance to have a positive influence on customers time and time again.

I like that… and now I’m going to think about it more often.

–Tony Gnau

Will a video tease help businesses?

I watched a promotional video via Facebook for Jeremy Clarkson’s new DVD, and it was basically a tease that got me thinking.

If you’re not aware, Clarkson stars in the BBC’s mega-hit TV show, “Top Gear.” I love the show, you should check it out. It’s a car show, but you don’t need to be a gear head to enjoy it.

Anyway, the promotion showed a portion of the video, but it held back on revealing the outcome of a car race. We’ll have to buy the DVD is see the result.

I started wondering if this might be a good technique for other businesses’ marketing videos?

On the other hand, it might just irritate viewers. Any thoughts?

–Tony Gnau