B2B Video Protips

B2B Marketing Videos
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Selling business products and services to other business comes with a unique set of challenges and requirements. Every industry has its own specific language and nuances that have to be carefully navigated. Truthfully, I’m more of a fan of speaking in terms of Human to Human marketing rather than Business to Business marketing. Businesses do not make buying decisions, people do! Real people who you interact with, talk to, and build relationships with — they are the ones making the decisions on what to buy. Here is a video I helped create in cooperation with the award-winning Eric Mower and Associates, positioning this products as a solution for loss and charging for any plant or retailer with any type of scanner. And here are some tips for you to follow when creating your product video in the B2B space.

1. Show the product in use. Show several movements around the product and several people interacting with it.

2. Show the problem being solved. Demonstrate how your products solves the problem being addressed.

3. Overcome the barriers to entry. “BS” meters are high, especially with the C-Suite, so quickly address how they can implement your products or solution, addressing the barriers they will most likely think of.

As you can see in this video, we position the product to solve an industry problem. Make your B2B marketing videos with authentic undertones and authority in the script voice. Making videos for your potential customers is critical. They absorb information through video and the same executive you can’t get a hold of is likely to watch a video on your products if it comes across his desk and it has been positioned right. Online, your videos take on a life of their own and are easily shared between industry leaders. Make great videos and your sales will grow. More and more buyers are depending on business videos to cut through the clutter. YouTube add revenue for video ads is going to cross the $1 Billion mark this year, 2014. And, is continued to grow in 2015. What digital video content do you have for you potential customers? I’d love to see your videos.

Coffee for change

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I’m extremely proud to be part of the Don Moen management team and to have worked closely with him over the last decade on various projects and releases. We have a killer team that’s doing amazing things. I work closely on managing his digital marketing in social media and get to release information about the latest projects and efforts we are working on like this video of our recent coffee partnership. In a future post I’ll unpack how we’ve reached over 3 million, real and active, Facebook fans, and also share information on a new site for the ministry arm of the organization. For now, I want to share a video we put together to announce a new product we sell and what happens when Don Moen fans get this coffee.

Know your audience and understand how to associate complimentary products with key relationships. I think coffee and music go great together. Drink up!

The definitive video on how to dad

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The 2014 Cadillac campaign kicked of a slew of marketing videos using (mostly) one-walk shots. But this new “How To Dad” campaign from Cheerios brings it home. The excellent copy and active setting tell a familiar story. Moments in you identify with this Dad. Marketers beware, Cheerios doesn’t talk about how great their ingredients are, how sweet the new taste is, or how you will feel after you eat it. No.They celebrate something universal, and claim sponsorship of it. We all know the official cookie of milk is the Oreo. Now we know what the official cereal is of fatherhood. Eat up!

 


And just when you thought you had enough, Peanut Butter Cheerios brings you desert with some additional video shorts.


Amazing campaign. Hats off to Creative Director Josh Stein at Tribal Worldwide.
You can see the full website campaign at http://howtodad.ca built using tumblr.

#howtodad

Playbook: Sponsoring Events and Conferences

Cincy Copter
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Creative teams – represent. There’s a few things you can do to make sure your team comes out on top. A top priority of many in-house creative teams is to represent our companies well at sponsored events. From small meet-ups, local events and all the way to international conferences – it’s the job of our in-house creative teams to make the company presence fresh. Sponsored conferences are most often used by businesses to share their product, but what can make a bigger impact is  Continue reading

New Site Launch for Apex

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In working with the award-winning international agency Eric Mower and Associates, I am excited to announce the release of the new website for Apex Supply Chain Technologies. The launch of the new site brings a fresh look, new copy, and a fresh creative direction for our company. Take a look around the site and let me know your thoughts.

Industrial Vending Leader

 

5 Changes to Save Twitter Stock now…

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“Twitter stock plummets.” “The great social crash of 2014 is upon us.” “Twitter is going to pull Facebook stock down quick.”

I’m seeing the comments pop up and today’s big drop in Twitter stock lines right up.

Here are 5 changes Twitter can make to save their stock.

Twitter is 85% spam, 10% full of killer possibilities, and 5% authentic communication. What are the killer possibilities? That’s where the dreamers at Twitter need to live. Even though 77% of Twitter users are outside of the US, every company in the US is fighting to have their boring tweets read and reposted. Twitter continues to gather users for Wall Street reporting, but their users aren’t active. Twitter users that have real conversations are few and far between. But, there are some fans fighting for the platform to win – engaging each other every chance they get. The “10% full of killer possibilities” for the Twitter team lies in their ability to empower the faithful and authentic conversations. Twitter may be growing, but 44% of Twitter accounts have never sent one tweet.

Here are the 5 Changes to Save Twitter Stock now.

1. Stop the Bots – Accounts with eerily similar followers and following stats are suspect. Their tools run rampant with the main rule, “I followed you, so follow me within a few days, or I will unfollow you.” or “You followed me, so I will automatically follow you back, unless you unfollow me, then I will unfollow you.” These accounts are worthless. The rules these accounts live by are not healthy. Their numbers should be thrown out of all Twitter annual reports to Wall Street. The bots should be stopped, but they won’t because they would kill the numbers Twitter reports.

2. Rally the Base – Twitter needs to find new ways to elevate authentic conversations. With the introduction of photo tagging and the favorite button, there have been some advancements. However, using the Twitter site and Twitter mobile app, it’s just not easy to retweet someone and comment on what they have posted.

3. Reopen Unused accounts – There are millions of squatters who grabbed names of businesses, brands, bloggers and people and Twitter needs to have a petition process where active users can obtain an unused account that has no Trademark filings.

4. Honor tasteful business advertising. –  It’s really hard to buy good advertising on Twitter. I’ve tried it. I’ve bought it for businesses and clients and it doesn’t work. The problem isn’t the offering. The problem is the following. Clean up the base and give advertisers something to work with

5. Develop reporting tools – You have access to Twitter analytics, you just don’t know it. TwitterTwitter Stock needs to develop better insights and analytics that are visible easily available to everyone. They don’t tell you about their current analytics for you personally, your brand, church, non-profit or business. Here is how you get to the analytics. Log into Twitter and go to the setting tab. Click “Twitter Ads” and you will be prompted to permanently set a timezone. Afterwards you will be sent to a Twitter Ads account page and can access your analytics (see image below).

 

 

 

Twitter Advertising - Twitter Stock Drops

And so that you can’t start a Twitter account revolving around their stock price. Twitter has taken all of the possible Twitter+Stock name combinations out of the pool of names that are available. Smart. Not nice, but smart. I learned about the Twitter stock drop via Twitter. Although the founders said they would not sell as their lock-up expired today, there is no doubt other investors feared a sell off.

Twitter was introduced in early 2006. I’ve used it since August of 2006, early on mostly via SMS only – on my Treo 650. I’ve used it for business and personal connections, to grow sales through social commerce, connect with friends, grow CPG brands, market music artists, albums and movements – and stay on top of trends and conversations in the world. Mostly I use it now to keep up with friends and acquaintances. Like many I’ve used Hootsuite, Tweetdeck, Facebook, Path, Instagram, the Twitter app – all the usual suspect social networks and tools to update my Twitter account over the years. Some tools have worked great, some have not. Honestly, I’m not a fan of any update tools that populate several at once with one message. Real conversations don’t work that way and neither do conversations on social media. Yes, I share my Instagram posts to Twitter, but mostly I try to keep the conversations separate. The changes above aren’t just for Twitter stock, they are for the users, the conversationalists, the content creators and readers. This is less about saving Twitter and more about defining our future conversations.

 

Church Social Media – New Site

logos bible software hillsong ministry
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In 2009 I launched a business to help churches, ministries, and businesses in the Christian space with their marketing and social media plans, content strategies, and management. With the help of one of my long time friends and favorite designers, Rachel Parks, we launched IceCream Social Experts. Images of the site are below. We had a good run, working with major artist, ministries and churches around the world. But, the old saying is true – those who don’t change die. It was time to shut the site down and start fresh. For all the companies, friends and churches that we have worked with – the future is now.

So I’ve launched CHURCHsocialMEDIA.com to highlight one thing for people, churches, ministries and businesses:

Great stuff to share.

I moved in this direction to replace telling churches why and how they need help with marketing, branding, creative and campaigns – to actually make a site that serves the purpose of helping. If businesses, churches and ministries need help beyond ideas and encouragement, they will ask.

New site:

church marketing

Old site and brand:

christianitytoday.com churchleadersCMO candidate