"Video That Business" - Introduction

With this post I am launching a new regular feature on my blog designed to prove my point that practically any service or product company can use online video to market and promote itself as part of an inexpensive social media campaign.

This is basically just putting down into a blog format what I do everyday on the road anyway.

If I'm driving or even walking around town, pretty soon, after a few minutes, my attention begins to drift away from the traffic in front of me and towards the sides of the road - you know, towards these businesses lining the sidewalks and the signs advertising them. Dangerous for driving I know!

Mentally, I start coming up with quick concepts on how that particular business could be using online video to gain more exposure for itself and a few seconds later I am off strategizing on the next business. Too bad really none of these business owners are getting any value out of this free consulting...well maybe now they will.

Before I get into my first example of a Barbershop/Hair Salon, let me state a few basic beliefs so you will know where I'm coming from (and, yes it's a bit of rant so prepare yourself):

• 1. "Ads" "Commercials" "Spots" Are Completely the WRONG Model
  Let me just say it and get it out of the way - most advertising basically sucks and I want nothing to do with it. I never use words like "Advertising" to refer to my work because I don't want to have myself or my business associated with it. And I'm not alone...think on how much time and effort the average American media consumer spends on avoiding exposing themselves to more "Ads."
  
  If we are all actively running away from these things it can't be good right?
  
  The traditional advertising model is all based on interrupting the good times you were having just a moment prior when you were really enjoying a program just so that some advertiser can try and sell you on their idea, product or service, YECH!!!
  
  Best example of what NOT to do with your online video campaign: creating content that acts like a ShamWow! infomercial.


• 2. You Gotta Give It Up!
  If you want someone to pay attention to your content, you've got to make it worth their while, right? So I am a big believer in giving away what you know, sharing your favorite tips, techniques and tools openly and honestly. That's the whole reason "How To" videos are so popular online - it's experts or knowledgeable laypersons giving you the benefit of their experience, showing you how to do something you really want to and maybe even NEED to know. Now THAT's providing value.


• 3. Be Real!
  Dare I say it? Most business marketing is FAKE, it has nothing to do with the truth of who and what these companies are but rather are an attempt to project a positive image to the viewer or to communicate bullet points and "message platforms" based really on the idea of deceiving you into becoming a customer. Just watch how often some of these companies "re-position" themselves and their marketing and you'll begin to understand how little substance is really there in the first place.
  
  To have any kind of success with online video you have to come from a place of honesty because once your audience begins to catch just the faintest wisp of Bull Cookies - you're done, pack it up, go home and shut the door.

So that's all just to say we have to find new models of communicating and sharing with our audiences if we want to be successful in our online video endeavors.

Now, let's get started with the Barbershop/Salon.