For 4 months every year, the town of Longyearbyen, Norway is covered in darkness. No sunshine from October to February. So when Philips wanted to test the effects of its Wake-up Light, the people of Longyearbyen seemed like a natural choice. Philips says the light is designed to simulate sunrise and prepare the body for a gentle wake up.
Philips gave the town’s residents Wake-up Lights as part of a campaign called “Wake up the Town.” The people of Longyearbyen are trying out the lights for 40 days and sharing their experiences online and on a Facebook fan page.
The residents’ comments on Facebook are interesting, even though some of them are in Norwegian. What takes this campaign to a different level is video. Philips is doing a series of videos about the Wake-up Lights experiment in Longyearbyen. The first one recently went up on YouTube.
Philips teamed with documentary producer Doug Pray to make the videos. Pray’s videos allow us to get inside the lives of the people who live in this unique place that is only 600 miles away from the North Pole. We get to see if the Wake-up Light makes a difference through the eyes of people who are used to living in the dark. Without video, that’s all left to the imagination.
November 29, 2010
November 26, 2010
The General Motors Thanksgiving Gamble
Once the turkey went in the oven on Thanksgiving morning, it was time to gather around the TV to watch the Macy’s Thanksgiving Day parade. Sandwiched between the giant balloons and marching bands was a special commercial message from General Motors.
In case you didn’t see the one minute Thanksgiving ad from GM, here it is.
The images are powerful. The music is emotional. The spot grabs your attention. The choices to illustrate failure run from serious with NASA and Evel Knievel to humorous with Popeye and Animal House. GM says on its website the commercial is the company’s way of “saying thanks to the American people” after the government provided financial assistance to keep GM afloat.
If only saying thank you were simple. Not for GM. The company took a significant risk by bringing up a delicate political subject.
Response from viewers on two websites dedicated to GM (gminsidenews.com and gmauthority.com) is divided into two camps. One side suggested it was a good idea for GM to thank American taxpayers and that the ad struck the appropriate tone. Others were angered by the ad and thought it would backfire by reminding people of the government bailout of GM.
What do you think?
Should GM have produced a commercial like this?
In case you didn’t see the one minute Thanksgiving ad from GM, here it is.
The images are powerful. The music is emotional. The spot grabs your attention. The choices to illustrate failure run from serious with NASA and Evel Knievel to humorous with Popeye and Animal House. GM says on its website the commercial is the company’s way of “saying thanks to the American people” after the government provided financial assistance to keep GM afloat.
If only saying thank you were simple. Not for GM. The company took a significant risk by bringing up a delicate political subject.
Response from viewers on two websites dedicated to GM (gminsidenews.com and gmauthority.com) is divided into two camps. One side suggested it was a good idea for GM to thank American taxpayers and that the ad struck the appropriate tone. Others were angered by the ad and thought it would backfire by reminding people of the government bailout of GM.
What do you think?
Should GM have produced a commercial like this?
November 24, 2010
Business Video of the Week: Making Information Visually Interesting
Here is the mission statement of the company that gets the nod for creating our Business Video of the Week.
“Our mission is to provide our clients with actionable information, insights and advice which help them reach and attract new customers, build stronger and more profitable relationships with existing customers, and make better and more informed decisions.”
Sounds like the makings for a really interesting company story, right? You have to give the people at Infogroup a lot of credit. The Omaha, Nebraska based company found a very creative way to explain what it does.
The Infogroup production proves that video can help any business tell its story. The key is having a strong message and working with professionals who can turn it into a visually interesting story. Congratulations to Infogroup, winner of our Business Video of the Week Award for this week.
“Our mission is to provide our clients with actionable information, insights and advice which help them reach and attract new customers, build stronger and more profitable relationships with existing customers, and make better and more informed decisions.”
Sounds like the makings for a really interesting company story, right? You have to give the people at Infogroup a lot of credit. The Omaha, Nebraska based company found a very creative way to explain what it does.
The Infogroup production proves that video can help any business tell its story. The key is having a strong message and working with professionals who can turn it into a visually interesting story. Congratulations to Infogroup, winner of our Business Video of the Week Award for this week.
November 22, 2010
Stories Are Gifts to Starbucks
When I walked into my local Starbucks for a morning latte the other day, I was greeted by three simple words on the front door: Stories Are Gifts. Since storytelling is the main focus of our business at Point Across Media, I was curious to see how stories fit in at Starbucks.
“Stories Are Gifts” is the slogan for Starbucks’ holiday marketing campaign. The company is giving customers the opportunity to share their own stories on the Starbucks website or Facebook fan page.
The most visible symbol of the holidays at Starbucks is the red drink cup. Daniele Monti, the director of the creative design team at Starbucks, wrote on the company’s Ideas in Action blog about how stories fit into the look of this season’s red holiday cups.
“This year, we were inspired by the idea of people sharing their own stories and experiences to create the holidays at Starbucks. We used deco-inspired illustrations to create scenes that are open to the interpretation of the viewer – playful interactions between a cast of characters. The idea is to let people fill in the blank and make it their own story. And through all of our shared stories, the holiday spirit is brought to life.”
“Make it their own story” fits right into Starbucks’ success formula. The company is out to make each visit and each cup of coffee a personal experience.
All businesses can take a page from Starbucks. Think about the story your customers would write about their experience with you. Then don’t be afraid to include those unique stories in your own marketing efforts.
November 19, 2010
Chevy Bets on Spaceship
Here’s a multiple choice quiz. Is the Chevy Spaceship:
a) GM’s attempt to let people drive to the moon
b) The newest vehicle Chevrolet is building for NASA
c) The name given to a video promoting clean energy efforts by Chevrolet
If you chose c), you are correct. While it may sound like the least likely of the three choices, one of the videos in Chevy’s brand new clean energy campaign is called Spaceship.
Chevy is trying to appeal to consumers with a message that the automaker is working to improve the environment. That is not the easiest sell when most of the products you make pollute the atmosphere.
A few days ago, we wrote about using the element of surprise in your company story. Chevy offers surprise in this video by announcing an investment into clean energy and tree-planting projects for every car sold.
General Motors is looking to turn around public opinion after last year’s government bailout to keep the company afloat. Do you think this campaign help to do that?
November 18, 2010
A Tale of Two Stories: Product Business vs. Service Business
A new online article from Inc. Magazine offers suggestions on how to turn a service business into a product business. The article got me to thinking about the stories these two different kinds of businesses tell to gain more customers.
Product You Can Touch
Let’s start with the product business. Say Company X develops a “Super Product.” Something we can’t live without…something that makes us happy…something to improve the quality of our lives. The key point is the Super Product is a thing. Consumers relate to the Super Product because they can hold it in their hands.
It is a simple story to tell. The marketing team at Company X creates a campaign around the benefits of the Super Product. When our team at Point Across Media produces videos for companies that make products, we show plenty of happy people using the product.
Service Is About Relationships
The service business story is different. Company Y offers a service to help you. Like the Super Product, Company Y’s service is designed to make your life easier or better. But when you hire someone to provide a service, you are hiring a person.
Service businesses sell relationships. Testimonials from satisfied customers are especially effective for marketing a service business. Videos for companies that provide a service are built around their customers. We usually feature real people who benefit from the service.
Video is an effective marketing tool for both product and service based businesses. Video lets potential customers experience your company. Showing customers using your product or hearing customers rave about your service is a great way to grow your business.
Product You Can Touch
Let’s start with the product business. Say Company X develops a “Super Product.” Something we can’t live without…something that makes us happy…something to improve the quality of our lives. The key point is the Super Product is a thing. Consumers relate to the Super Product because they can hold it in their hands.
It is a simple story to tell. The marketing team at Company X creates a campaign around the benefits of the Super Product. When our team at Point Across Media produces videos for companies that make products, we show plenty of happy people using the product.
Service Is About Relationships
The service business story is different. Company Y offers a service to help you. Like the Super Product, Company Y’s service is designed to make your life easier or better. But when you hire someone to provide a service, you are hiring a person.
Service businesses sell relationships. Testimonials from satisfied customers are especially effective for marketing a service business. Videos for companies that provide a service are built around their customers. We usually feature real people who benefit from the service.
Video is an effective marketing tool for both product and service based businesses. Video lets potential customers experience your company. Showing customers using your product or hearing customers rave about your service is a great way to grow your business.
November 17, 2010
Business Video of the Week: Xerox, Speed and Ducati
Each week the team at Point Across Media will feature a business video that excels in the art of visual storytelling. This week we tip our hat to the folks at Xerox. As part of its “Ready for Real Business” marketing campaign, Xerox produced video case studies on some of its customers.
Out For Speed
The video showcasing Xerox’s relationship with Ducati is exceptionally well done. The Italian motorcycle manufacturer is known for building high performance machines that go really fast. Xerox plays up the speed element while highlighting how it improves the efficiency of Ducati’s business.
Telling a Story
While the Xerox-Ducati video is entertaining, what makes it effective is that it tells a powerful story in only two minutes. Xerox’s solutions to the business challenges faced by Ducati are prominently featured in the video.
Congratulations to Xerox, winner of our Business Video of the Week Award for this week. We look forward to bringing you more examples of companies who take video to a higher level.
November 16, 2010
The Fed Ex Story In Webisodes
Fed Ex is not the first company to make a produce a series of videos specifically for the Web. The four video series released last week is called “Fed Ex Behind the Scenes.” The premise follows an actor preparing for his role as a courier in an upcoming Fed Ex commercial.
Fed Ex could have produced something like an hour long documentary to show the inner workings of its shipping operation. But by dividing it into small pieces and building a tale around the actor, Fed Ex is able to make its story more entertaining. Incorporating some humor into the videos certainly helps increase the “watch-ability” factor.
Some of the comments on Fed Ex’s YouTube channel attack the company for creating a reality series that is nothing more than a commercial. Personally, I don’t think Fed Ex is trying to pull the wool over anyone’s eyes.
The webisodes are designed to detail two things: the advanced technology of Fed Ex’s business and the quality of Fed Ex’s people. There’s little doubt the company wants you to remember both of those things the next time you need to ship a package.
Check out the trailer for the series above.
What impression does it give you of Fed Ex?
Does the trailer make you want to see the whole story?
November 15, 2010
Weaving Surprise Into Your Company Story
I had the privilege of coaching my son’s second grade soccer team this season. You can learn at lot from seven and eight year old boys. For instance, one of the parents was responsible for providing a team snack at the end of every game. Even though the boys always knew the snack was coming, they were surprised every time we handed them out.
Why? Because the team never knew what kind of treat it was going to get. Sure, the moment was predictable. Only the outcome was not. That’s why the boys reacted with excitement when it came time to receive their snack.
You can use the same idea when you are putting together the unique story of your company. Start by making a list of the key details you want a prospective customer to know about you. Try answering questions like these:
When we produce your story into a video, we look for “nuggets” of information in your answers to these kinds of questions. Our expertise at Point Across Media is taking the points that stand out and weaving them into a visual story that will move your audience to action.
Most businesses will think there’s nothing surprising to their story. Every company started somewhere and has some way to separate it from its competitors. Only just like our soccer team discovering the snack at the end of every game, the surprise is in the details.
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| Celtics Soccer 2010 |
I had the privilege of coaching my son’s second grade soccer team this season. You can learn at lot from seven and eight year old boys. For instance, one of the parents was responsible for providing a team snack at the end of every game. Even though the boys always knew the snack was coming, they were surprised every time we handed them out.
Why? Because the team never knew what kind of treat it was going to get. Sure, the moment was predictable. Only the outcome was not. That’s why the boys reacted with excitement when it came time to receive their snack.
You can use the same idea when you are putting together the unique story of your company. Start by making a list of the key details you want a prospective customer to know about you. Try answering questions like these:
- Why did you start your business?
- Who does your business or product help?
- What makes you different from your competition?
- How does your product or service work?
When we produce your story into a video, we look for “nuggets” of information in your answers to these kinds of questions. Our expertise at Point Across Media is taking the points that stand out and weaving them into a visual story that will move your audience to action.
Most businesses will think there’s nothing surprising to their story. Every company started somewhere and has some way to separate it from its competitors. Only just like our soccer team discovering the snack at the end of every game, the surprise is in the details.
November 10, 2010
Sounders FC Score Goals with Great Marketing
How have the Sounders done it? It’s more than putting a winning team on the field. Sounders FC set out from the beginning to create a fan experience on par with the famous soccer clubs in Europe. Take a look at this video of the passionate crowd at a recent Sounders game.
The Sounders FC marketing plan centers around community outreach. The team connects with young, soccer-playing kids through a well designed summer camp program. The camps not only help build the Sounders FC brand, but they also promote the game of soccer.
Sounders FC takes extra steps to make their customer base feel as if it is part of the team. Season ticket holders are members of a fan alliance that has a say in the direction of the franchise, including a vote on the fate of the general manager. The team gave away 20,000 green and blue scarves the first season. The scarves are very popular in European soccer leagues and have been a big hit here.
After a particularly bad loss at home this season, Sounders FC made a bold move. The team offered a one game credit to season ticket holders toward next year’s tickets. It cost Sounders FC almost a million dollars. But it proved to be a shrewd marketing move. By showing fans the team will not accept losing, Sounders FC comes out looking like a winning organization.
You don’t have to be a soccer fan to appreciate the Sounders FC approach. It’s all about putting the customer first. And that’s a strategy that scores in every business.
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