| In my recent interview with Morgan Brown, Director of Marketing at Turn Here, we discussed how Turn Here has leveraged a worldwide network of filmmakers to provide one of the most successful online marketing platforms for small businesses to large brands.
Listen to the full interview below, Or listen to individual questions as separate blog entries. |
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Morgan Brown, Director of Marketing at Turn Here, Inc. Interview, Pt. 1
Morgan talks about how the Turn Here documentary-style ads strip out the overhead of typical production while driving results from the immediacy of the web. |
| Morgan Brown, Director of Marketing at Turn Here, Inc. Interview, Pt. 2
Web video provides a scalable advertising platform for companies, local merchants to larger brands, to reach smaller, niche audiences. |
| Morgan Brown, Director of Marketing at Turn Here, Inc. Interview, Pt. 3
Morgan advocates that companies”atomize and distribute content” by getting it on as many sites as possible to reap the benefits of huge audiences. |
| Morgan Brown, Director of Marketing at Turn Here, Inc. Interview, Pt. 4
While metrics for online video are still maturing in terms of how to measure effectiveness (clicks, views, visitors, etc.)of video, many businesses are reporting successes via increased customer recognition and opportunities. |
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Morgan Brown, Director of Marketing at Turn Here, Inc. Interview, Pt.5
Morgan says that online audiences are more skeptical and will choose content that is authentic and contains relevant value. |
In my second guest post on the Marketing Mix blog , I talk about the value of an actively listening audience and how I turned a Twitter relationship into a paying job:
Screen Capture:
Below are a few examples of how companies can use and are using video to promote themselves and increase thought leadership.
For a more in-depth analysis of opportunities, download this spreadsheet
| Product | Message Types | Benefits |
| Video Podcast |
Instructional, TV show style, informational, commentary |
Consistent programming, high thought leadership, viewer subscriptions |
| Commercial (mini-doc) |
Personality of company, passion, commitment, what sets them apart |
Gives viewers a privileged, inside look |
| Commercial (advertisement) |
Polished, professional TV style, creative advertising, vision statements |
Costs significantly less than TV, quickly maturing ad server technology |
| Video Blog |
Breaking news, commentary, informational, thoughts & ideas |
Up to the minute, quick to create, viewers subscriptions, high thought leadership |
| Product Film (Creative) |
Movie-style short film incorporating product as thematic thread, see BMW Films |
Thought & brand leadership, viral, can be viewed on multiple platforms |
I recently spoke with Albert Maruggi from Provident Partners about how businesses are benefiting from social media platforms, specifically in terms of marketing. Albert said that when business orients around anything it facilitates growth and innovation. We talked about LinkedIn, the business-specific networking site that Albert described as a “kennel club” in it’s infancy, but then added that it has matured greatly, resembling the model of an online chamber of commerce, due to the efforts of such power users as Chuck Hester, Jason Alba and Scott Allen.
I asked him about the inevitability of companies embracing social media, or business media, and what it might take to get managers to look at alternative forms of marketing and networking. Albert suggested that companies will eventually come to this only to the extent that they realize their current strategies aren’t working.
Finally, we got into video. I asked Albert what are some of the most effective ways that companies can use video to reach new audiences and bring value to their products. He gave an example of one of his clients, Softbrands, who create software that expedites manufacturing processes. Softbrands created a series of videos about how their software made their client’s life easier by going into their factory and literally showing the improvements made in the manufacturing process. These videos, in turn, became a great tool for the sales force, embracing the value of telling the story, as opposed to selling the product, or as Albert put it, “let go of the sell and move to the tell.”
The three criteria, Albert said, that are required for a successful video campaign are,
• Do I impact the human condition?
• Do I have an environment to transport viewers?
• Do I have someone to tell my story in a convincing and passionate way?
Listen to the interview:
