Smart marketing: Video clips are a great way to show off your products and services.
Video can be a moving
tool for your business
By Mark Shapiro
ONLINE VIDEO IS a great tool for building
brand awareness, reaching new customers and
increasing sales. You can spend a lot of money
on a sophisticated video marketing campaign,
or you can pick up your camcorder and do it
yourself. In fact, an unpretentious and honest-looking video may be more effective than a
slickly produced commercial product.
You can place your video on You Tube
free or post it on your website. The latter gives
you more control and eliminates the possibility that your competitors’ videos and ads will
show up next to yours.
What should your online video be about?
Will it be easy to do? Businesses can promote
themselves via three themes: “what we do,”
“testimonial” and “how to.” Here’s a look.
Showing what you do. The what-we-do
video basically features your company’s elevator pitch—your “about us” page on your website. Introduce yourself, how long you have
been in business and the services or types of
products you offer. Keep it short—two minutes max. Finally, tell customers how to work
with you: online, at your shop or both.
Testimonials: short and sweet. The secret
The Costco Connection
Costco sells a variety of camcorders—
for use in business and at home for the
holidays—in the warehouses and online at
Costco.com. Also, many cameras featured
at Costco now have the ability to record
to good testimonials is to keep them concise.
Find the three most important reasons a customer loves you and shoot three separate videos. Then do the same with another customer.
It is more interesting to have separate customers listing different reasons they recommend
you than a series of customers all saying the
This is the approach that Quality Claims
Management in San Diego took. The com-
pany, which helps people with insurance
claims, has a small library of video customer
testimonials posted on the company’s website
www.qualityclaims.com) and on You Tube.
“There is nothing more telling than hearing
directly from the customer how a certain
company was to work with,” comments com-
pany president and Costco member Ronald
R. Reitz. “Extremely satisfied customers are
happy to pass on their recommendations,
resulting in an additional clientele as well as
DECEMBER 2010 ;e Costco Connection 23
After a career in Southern California shooting
and producing TV commercials and programs,
Mark Shapiro now teaches and writes about