Tag Archives: marketing

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

I hope everyone had a nice long weekend. Around here we got to watch the Chicago Marathon. It has really become a huge event, and year-in and year-out I really love their marketing videos.

Marathon officials capitalize on something business leaders should think about… passion. Runners are a dedicated bunch, and their passion comes across so well.

That’s what corporate video needs to be about. Companies need to find the passionate people who work at their organizations and make sure they’re the ones who are being featured in the PR/marketing videos.

–Tony Gnau

VIDEO: Chicago Marathon Inspiration Videos

Photo Courtesy: Apple

I don’t really know too much about Steve Jobs. Sure, I’ve read the basics over the years, but I don’t know much about the man himself.  What I do know is that he ran a company that’s done a lot to make video accessible, and for that… I’m grateful.

Over the last decade, we’ve experienced a revolution in how people can acquire, watch, and share video. It’s driven down costs to the point where just about anyone can harness the power of video.

What’s next for Apple now that he’s gone? I hope they continue to innovate, but this video revolution flywheel is spinning now. All we need to do is keep it moving.

–Tony Gnau

We’re putting our money where our keyboard is. T60 is in the midst of producing its own video series. We figured I’ve been blogging about the concept so much lately, we should do one of our own.

The production started this week, and it’s a process that’ll take us several months. I’m going to wait to reveal the subject matter for the series, but we’ll debut it here at the blog so stay tuned.

Each segment will feature a T60 client, and I’m already finding that these interviews are going to provide us with more than just a PR/marketing benefit.

We shot a segment yesterday with the marketing director for the Glenwood School for Boys and Girls. She’s awesome. I can’t wait for you to meet her in the video.

Anyway, shooting her segment gave me an opportunity to talk with her about our business relationship, and why they’ve been with us now for three years (Glenwood’s 2010 video). She gave me an interesting response.

She said we’re not condescending. She appreciates that we’re willing to listen to her ideas and build on them instead of taking the attitude that her ideas stink and we know it all.

I certainly appreciated the compliment, but it definitely wasn’t what I expected. Our creative expertise is our biggest asset, and that goes for piecing together a project from the ground up or expanding on our clients’ existing plans. I guess I had never thought about it that way until speaking with her.

I think this video series is going to give us a lot of insight into what we’re doing right as a company, and what we need to improve upon.

–Tony Gnau

VIDEO: Glenwood School for Boys and Girls

One of our clients did something note-worthy yesterday, so I’m happy to point it out.

We have produced a few videos for DuPage Habitat for Humanity, and one of them happens to be the “About Us” video. We’re very proud of that particular video. It turned out so well that it earned a Telly Award.

Anyway, the video was produced last year, but it popped-up yesterday on the organization’s Facebook page. Bravo!

If you go through the time and expense of producing a quality video… don’t be afraid to show it multiple times. Your video doesn’t have to be a one-time social media post.

Now, I’m not saying you should post it ten times a day, but develop a strategy. Maybe the first week you’re posting it you do it Monday morning, Tuesday afternoon, Wednesday morning… et cetera.

Also, don’t just limit it to the first week your video comes out. Post it periodically every few months. People aren’t monitoring your social media posts at all times, not to mention you’re hopefully continuing to pick up new followers.

Not everyone has seen your video, so why not continue to share it?

–Tony Gnau

VIDEO: DuPage Habitat for Humanity

My friend Chris Knight, who’s a talented news videographer at WLWT-TV in Cincinnati, posted this video on his Facebook wall.  It features the Ohio University football team and its reaction to getting new jerseys.

Stick with me here, there’s a great PR/marketing lesson to be learned from this “football” video.

I love it for a couple of reasons…

1. enthusiasm breeds enthusiasm. I didn’t go to Ohio University, could care less what jerseys they wear, and yet there I was watching the video and getting excited for those players right along with them.
2. it gives fans a real behind the scenes look at this team. This wasn’t some well-orchestrated, use-the-talking-points PR video. It was pure and unfiltered joy. What a great thing to share with their fans. Now those fans are in on a special moment with the team they cheer for and they have video and social media to thank.

Are you reading between the lines here? PR/marketing pros… you can do this for your clients. Business leaders… you can do this for your company.

I’m not expecting the same kind of over-the-top enthusiasm from a company’s staff, but you’re doing things right now that they’re excited about. Let them share that enthusiasm with your customers… your prospects. Give the rest of the world a look behind the curtain at your company.

The power of video is a wonderful thing.

–Tony Gnau

p.s. the Bobcats won the game. They beat Marshall 44-7.

VIDEO: Ohio University Black Jerseys Reaction

My wife is coming up with so many blog topics lately I’m going to have to start giving her a writing credit. She spotted the following video at designmom.com and thought I might have some ideas about it.

As usual… she was right.

The video is titled, 50 People, 1 Question-Chicago. The question… what’s your favorite memory?

The video looks great, sounds great, and it does what video does well… it touches an emotional cord.

This is the type of video businesses should be doing. The options are seemingly endless. Ask a number of employees what they like best about working at your company. Ask a bunch of customers how your business has helped them.

Ask a question and let a skilled video producer bring the answers to life.

–Tony Gnau

VIDEO: 50 People, 1 Question-Chicago

PR and marketing maestro Gini Dietrich blogged last week at spinsuck.com about measuring public relations success, and she included a list of things PR pros should hold themselves accountable for everyday.

• Sales
• Lead nurturing
• Lead generation
• Lead conversion
• Thought leadership
• Web traffic
• Brand awareness

I posted a response thanking Gini for making my sales pitch for me since I feel like video can help accomplish those tasks. She asked me to elaborate, so here was my take.

Sales: video can be a terrific sales tool. It allows you to show customers what your product or service is all about. Not just write or talk about it, but actually show them. It’s not just words on a screen. Your company is a living breathing thing, with real people behind it. Video transports the customer, giving them a sense of what you’re about and the people who make it all happen.

Lead nurturing / Lead generation / Lead conversion: videos do a great job in these three areas. Working in reverse order… videos are a great way to lead conversation. Posting a quality video that focuses on the audience’s needs via social media is bound to generate some sort of response. The more you’re able to do that, guess what happens? The more likely your brand will grow and the more your brand grows the more leads will flow your way. Once you have those new customers, continuing to post videos will only solidify that base. Especially if you figure out ways to incorporate your customers into your videos (essentially promoting them as well).

Thought leadership: videos take it to a whole new level. Addressing the issues facing your industry and your customers can position you as a leader in your field. Anyone can write about those challenges. Only a company that’s incredibly dedicated is going to produce quality videos to take on important trends. The better your videos and the more you do them on a consistent basis, the more people will turn to your business for your opinion and your solutions.

Web traffic: is there any doubt videos drive web traffic? There’s a ton of data out there supporting this. It’s a no brainer, web surfers are more apt to watch a quality video than read pages of text.

Brand awareness: video is all about brand, but this comes with a word of caution. In many cases, good quality video brands you as a good quality company. Crappy video brands you as… well… you get the picture. If you’re going to do something, do it right. Video leaves a lasting impression on people so treat it that way.

–Tony Gnau

To animate, or not to animate… I’m not sure where I stand with this question. Now, I’m not referring to cartoon-style animation. This is more of a speaking PowerPoint on steroids.

Here’s an example of one of my favorites: Dave Ramsey-Drive Free, Retire Rich

I do like this sort of thing, but is it as effective as video? Does it connect with an audience the same way video does?

I’m thinking “yes,” but only in certain instances. In the case of the above example, I think it’s a great way to illustrate numbers.

Could it have other applications where it’s equally as effective?

–Tony Gnau