Chris Brogan uses this Bigelow Tea example (see video below) of how to “put a face to a brand.” He’s right.. In just a few seconds, you’ll think differently of Bigelow, and it might change your behavior when you confront dozens of choices of tea (many with more exotic packaging and higher price points). BUT you won’t likely see this video unless you work for Bigelow, or read Brogan’s or my blog.
Who wants to subscribe to a branded “Bigelow” YouTube page? Who’s going to send a friend this promotion for Bigelow (unless maybe they’re in the video)?
What if we started with this same video, and made a few changes. We’d have to argue with Bigelow’s CEO and marketing advisors, but if we won the video would have exponentially more impact.
- Instead of just having Bigelow CEO (Cindi Bigelow), lets’ put her with a prominent YouTube star. Then compensate the star, and have them post it on their already popular channel… now it’s good for 20-100K views almost guaranteed.
- Let’s make it more entertaining even if you don’t care about tea or the brand. More “candid camera” moments… awkward, funny, interesting. The playful construction guys makes for an interesting ad or corporate video, but a luke-warm piece of voluntary entertainment.
- Let’s cap it at 2 minutes… it’s too long for a promotional video.
- Dial down the Bigelow… If it was less about Bigelow and more about something less self-serving then its chances of traveling are far higher… perhaps we see a tea-versus-coffee debate (featuring angry New Yorkers arguing about the finer beverage). Tea’s best chance of growth is at the expense of coffee, and Bigelow’s tide will rise with the tide if it helps that happen.
- Bottom line- if I was marketing Bigelow I’d rather 50,000 people be exposed to a great video where Bigelow was subtly mentioned, rather than 500 people seeing a video that differentiates my brand, pitches the quality, and promotes the family heritage. Unless Bigelow tosses $50,000 of media behind this video, Cindi’s persuasion may not go further than friends and family of the company.
