Note from Art: I'd like to introduce Nathan Dube to every one. I contacted Nathan a few weeks ago and asked him if he could write a few blogs in reference to "pull marketing" and the power of adding video to your web site and You Tube. Video is the go to choice for clients that are searching for a product or a service. It's even more popular than blogs. I sure Ray S can attest to that. Please feel free to leave a comment. In the near future I'll also be introducing video here and on You Tube.
The Power of Pull Marketing
In 2019 I am more than a little surprised at how few professionals in the office equipment industry particularly VARs, have all but ignored the power of pull marketing. For those of you not familiar with the concept, I have posted the description below (from techtarget.com)
“Pull marketing is an approach designed to draw customers to a brand through search engine optimization (SEO) and other non-intrusive methods. The ultimate goal is to strengthen consumer awareness of a brand and products and foster demand. Examples of pull marketing include product placement, social media marketing, corporate sponsorship, content marketing and native advertising.” - Tech Target
While many companies focus on old school outbound marketing techniques such as cold calling, BNI groups, and etc., many remain blissfully ignorant of the power of pull marketing dynamics such as entertaining or educational digital video content.
An example of one such dealer who has taken the leap would be Expert Laser Services. With Funding from Hewlett-Packard, I produced several short films via my company “Nathan Dube’s Alchemy Studioz” in which the fictional “Expert Laser Man” is invoked through epic marvel studios style film trailers as seen below.
https://www.youtube.com/watch?v=sUleCwrQ5X0
https://www.youtube.com/watch?v=6wG66pmfjh4
By invoking the egregore of the hero archetype or other dynamics of modern digital entertainment and cultural moirés, brands have the ability to tap into the emotional attachments formed by the rabid fandom of content usually reserved for blockbuster Hollywood productions, sitcoms, animation or other forms of entertainment.
By leveraging interest from clients you can also curate content created by your own customer base as is seen in the clip of the car jumping into the copier in the second video above. That particular part of the video was previously submitted content to the now infamous “Destroy Your Printer Contest” which brought international brand awareness and fame from periodicals such as the New York Times, The Recycler Magazine and Professor of Marketing at Rutgers University, Mark Schaefer.
At the end of the day, pull marketing is a risk worth taking if you have the creativity and drive to truly break out of the box and connect with your prospective clients in way that your competitors are not. And, if you do not have the marketing resources or personnel to produce such content, I would suggest using a content production resource such as “Nathan Dube’s Alchemy Studioz”
-=Good Selling=-
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