A Crazy New Marketing Idea

22 replies
By the time Friday afternoon rolls around, I am usually sleep deprived. To that end, my crazier ideas tend to take form. I'm sure I'll be embarassed by this post later, but here it is.

I've been obsessed with this video stuff. Using video generate leads / customers / deals. It's been mostly centered around using them in Google and in YouTube.

How do you use video effectively to get customers outside of just the internet? Not sure how profitable buying TV ads would be for the local Warrior... Hmm...

Here's what I came up with...

We know that giving works right? When you give people something - particularly your target clients, you've created a decent image for yourself.

What if we were to walk around and hand out these well produced, thought out, and and implemented DVD's. What if we showed up at "Joe's Plumbing" and said,

"hey I know you are busy, but I made this DVD for you. It's going to teach you how to do some fundamental things that will take your business to the next level.

A lot of people are able to take the stuff on these DVD's and run with it. But if you need help with anything, my contact info is in here."


Then... You simply walk out. Do this 100x and wait for the sales to roll in.

"TBB IT'S EXPENSIVE AS HECK TO PRODUCE ALL THOSE DVD'S AND IT'S REALLY TIME CONSUMING! THIS IS A NON STARTER!

I knew you were thinking that.

So what you do is, after you have made your DVD presentation, go to the types of businesses who want to target the same customers as you. Go to a local accountant, and a local lawyer (give them the course), tell them that you are putting this in the hands of each "Joe Business Owner" in your area, and get them to pay enough to cover the entirety of your production and distribution costs.

It's basically M3 for video.

Here's the rub...

Video is the highest converting marketing medium out there. So, you are actually doing your account and lawyer a great service...


Now, before I am flamed and all these things - as can happen when I share my ideas, please let me issue the following disclaimers:
  1. I haven't slept since last weekend
  2. NO, I have not tried this idea, I literally just thought of it a half hour ago
  3. Granted - DVD as a form factor will be obsolete in a few years... so I guess the time is now?
#crazy #idea #marketing
  • I think DVDs are definitely new. It is completely tangible and can be a very good investment. There are so many people who just love getting something that they can take home and use. Overall, if you make a few tweaks, you will surely find the clients coming to you.
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  • Profile picture of the author Claude Whitacre
    Maybe a CD is better. People are far more likely to play a CD in their car on the way home, that play a DVD at home or at work.

    I would draw them to a webinar. A DVD? You'll hand out hundreds before someone actually looks at it. Now, if you advertise on Facebook, or even in trade journals...put a price on the DVD, and give it away...but only to those that request it.

    Just a thought. Get some sleep.
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    • Profile picture of the author Jack Gordon
      Originally Posted by Claude Whitacre View Post

      A DVD? You'll hand out hundreds before someone actually looks at it.
      Bingo. I applaud the unique angle, but you are asking an awful lot from a society that barely uses DVDs anymore (just ask Netflix)

      What I might do (full disclosure, I am one of the few people that doesn't "get" the appeal of video, I think it has to do with ADHD) is something like this:

      If you are going to do a handout, make it in the form of a small booklet that walks people through whatever it is you want to teach them. Printed on the first page of the booklet is an ad for the companion video at www.yoursite.com - completely free (after an easy registration, of course)

      Now, you have put something of value in their hands (that is cheaper to produce than DVDs, I might add), and you have directed them to video (for those who would prefer that), and you have plugged your site/service, but not been a pushy salespaerson.

      Deliver to hundreds of businesses, and if it is appealing enough, I'll bet you get some good response.

      If I had a local service to sell, I would certainly try it.
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      • Profile picture of the author Marty S
        Originally Posted by Claude Whitacre View Post

        A DVD? You'll hand out hundreds before someone actually looks at it.
        I don't know. There is enough mystique surrounding a DISC that was given to you, that I would probably go out of my way to pop it in a computer.

        Originally Posted by rocket2uranus View Post

        Bingo. I applaud the unique angle, but you are asking an awful lot from a society that barely uses DVDs anymore (just ask Netflix)
        Doesn't even matter the format really. It's a DISC that you tell them to stick in their laptop. Do you think someone forgot to tell Amazon that nobody uses DVDs anymore??

        @OP, Big Bee even though I am sure you picked this up from a book somewhere, it is worth a trial imho. The only thing I would add is to make the cover have as much mystique as possible. If you are dropping these off to prospects, I feel more will give you the time of day for making the effort and doing something memorable.

        Maybe print the cover with a simple title such as "7 Things Wrong with your Marketing", or "Don't watch this 4 minute video if you already have enough business."... Ideally, it's the curiosity of what's on a disc that will get them to pay 100 percent attention to your pitch.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by Marty S View Post

          I don't know. There is enough mystique surrounding a DISC that was given to you, that I would probably go out of my way to pop it in a computer.
          Marty; That's because you are a progressive business owner that thinks about marketing. Most small business owners aren't. I said "Hundreds". Maybe 1% (that's a guess) would pop it into a player. A CD is cheaper and is more likely to be listened to.

          But it depends how high end the offer is. Maybe a DVD will sell better.

          Also, who are you talking to? Any small business owner? Larger companies? I may even put a guarantee on the offer; "Watch the DVD. If you feel I wasted your time, when I come to pick it up......I'll give you $50 in cash. Fair enough?" You'll get a larger viewership enough to pay for the occasional "$50 moochie jerk"
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          • Profile picture of the author TheBigBee
            Originally Posted by Claude Whitacre View Post

            "Watch the DVD. If you feel I wasted your time, when I come to pick it up......I'll give you $50 in cash. Fair enough?" You'll get a larger viewership enough to pay for the occasional "$50 moochie jerk"

            What a nap!

            Thanks for helping to keep a thread producitve. Exactly what I was hoping for, to take my turd and make it a diamond.

            Claude, to an extent you are right - you do not need a DVD. However, even though Marty is pretty rough on me, I do agree with him.

            When someone gives you something tangible in your hands - thats a heck of a connection to establish. To take it a step further, I am saying; "this shiny little disk is the ticket to your retirement."

            Heck, maybe on the casing, imagery of customers lined up around the block can be included!!!

            To Other Warriors: For the record - I will not try this... Again, the open exchange of ideas around this is exactly what the aim of this thread was.
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  • Profile picture of the author Aaron Doud
    If you create the DVDs in bulk (risky to start) you can get them made for very little.

    If you do try it I would love to know how it works as I like the basic idea. If it works for someone might be worth tweaking for others.
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  • I think DVDs would work well for a high end product or service.

    Several Hollywood types go to this rehabilitation clinic in Malibu. I thought for sure these guys were giving away a DVD in their TV spots. When I checked, it's actually a book, but a DVD would fit:

    https://www.youtube.com/watch?v=f-hDx6DNzeg

    There are several direct response techniques in there including a guarantee.

    They have also done a good job of establishing authority in the media.

    Here is their main guy in a story on CBS--he comes in at around 1:50.

    CBS This Morning Miley Cyrus Cliffside Malibu - YouTube

    Another one on ABC after Cory Monteith OD'd:

    https://www.youtube.com/watch?v=6F1Jha3R-mg
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  • Profile picture of the author Fernando Veloso
    I like the idea. And I bet this: IF op goes ahead and tries it, he won't come back to tell us how good it went. Or maybe he can come back, but with a WSO.

    Go OP! Try it out with a DVD or a autoplay CD.
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    • Profile picture of the author pingpipe
      It's a good idea, but you point out a flaw with it: "hey I know you are busy..." A lot of prospects just will not have (or want) to spend the time to find/watch the DVD when they are finally not busy. I think you'd make more sales if you first do your presentation, then leave the DVD as a summary.
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      • Profile picture of the author shane_k
        Originally Posted by pingpipe View Post

        It's a good idea, but you point out a flaw with it: "hey I know you are busy..." A lot of prospects just will not have (or want) to spend the time to find/watch the DVD when they are finally not busy. I think you'd make more sales if you first do your presentation, then leave the DVD as a summary.

        This is not as much of a obstacle as you would think.

        People (business owners) are always going to be busy in one respect or another.

        But that doesn't mean that you can't get them to stop whatever they are doing and refocus on your offer.

        If we couldn't do this, then cold calling wouldn't work, direct mail wouldn't work, walking in to a business unannounced wouldn't work. But they all do.

        So "busy" is not that big of an obstacle especially if you do it right and capture their interest through a headline on the dvd or packaging
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  • Profile picture of the author NewParadigm
    I think this could work well, especially for middle age/older recipients-business owners. It's easier for many to put in a DVD than click on a link to watch an online video. Hell, VHS might even be a better option for the older/senior recipient

    My mid 70's parents took a liking to all I can do w/ my galaxy note2, and they ended up getting one each. After 2 weeks they now know how to answer a call! LOL. Next 2 weeks I'll getem dialing and making calls
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    • Profile picture of the author TheBigBee
      Originally Posted by NewParadigm View Post

      I think this could work well, especially for middle age/older recipients-business owners.
      I think so too - given the stats on business ownership amongst those 50+.

      This could also very well work for direct mail, PPC, etc. Not 100% to hand out the DVD's - the information in the video should cover a bunch.

      I bet Claude would have a lot to offer in terms of suggested learning? Claude, have you considered turning the educational content you produce into video?
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  • Profile picture of the author ronrule
    Not to be Nancy Negative here, but come on... you don't have the guts to make your sales pitch to me, so you think I'm going to watch it on a DVD after you leave?

    It would be in the trash can before you left the parking lot.
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    • Profile picture of the author TheBigBee
      Originally Posted by ronrule View Post

      Not to be Nancy Negative here, but come on... you don't have the guts to make your sales pitch to me, so you think I'm going to watch it on a DVD after you leave?

      It would be in the trash can before you left the parking lot.
      Ron,

      They would not be viewing a sales pitch. They'd be viewing good and actionable information - the way I see it. If you are making a DVD and expect people to watch your pitch and only your pitch - good luck.

      You can simply show them the things they can do to grow their business. More often than not, they will need help. So, when they see the DVD with a few great ideas to boost business (SMS marketing, EDDM, etc) and they need help, who will they call?

      Just think about the possibilities when you merge great video + great content + great (passive) sales copy
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      • Profile picture of the author ronrule
        Originally Posted by TheBigBee View Post

        Ron,

        They would not be viewing a sales pitch. They'd be viewing good and actionable information - the way I see it. If you are making a DVD and expect people to watch your pitch and only your pitch - good luck.

        You can simply show them the things they can do to grow their business. More often than not, they will need help. So, when they see the DVD with a few great ideas to boost business (SMS marketing, EDDM, etc) and they need help, who will they call?

        Just think about the possibilities when you merge great video + great content + great (passive) sales copy
        I get that you want them to think of it that way, I'm just saying I don't think anyone will think of it that way and because it's a video instead of something they can read you're already reducing your chances of it being viewed.

        Here's what I mean ... the girl at my office who's at the front desk and gets the mail and any in-person solicitations we receive - and there are plenty - also doubles as the gate keeper. She can look at something that was dropped off by a sales person, read through it, and know if it's something I might be interested in or not. If not, I'll never see it... but I know that everything on my desk got through that initial filter.

        I can guarantee you SHE won't be watching your DVD - not at the office, and not at home. So it's either going to be tossed or passed on. If she suspects its a marketing piece, it will get tossed and I'll never know about it. If it's passed on, I know she didn't review it and was just passing it on because she wasn't sure whether it should be thrown away or not.

        Here's the problem at this point ... everyone in the pile believes they have something useful that's going to improve my business in some meaningful way. They're selling something 100% of the time - and so are you, you're just trying to be more subtle about it. I know this and so does anyone who's been in business more than a month.

        What you're doing is basically the same strategy as the guys who just come in and person and leave an information packet, the problem is video is a slower format. A person can digest the contents of a written sales letter in a few seconds, and decide whether they want to dig in deeper. But for video, they have to make the extra step to put aside time, then suffer through the content at the creator's pace, which is guaranteed to take up more time than if they just read it instead. So at this point, all I know is some guy dropped off a DVD, my receptionist didn't know what it was, and I expect it's a sales pitch whether he said it was or not. Watching it will never be a priority, so that's strike one.

        Also - I'm not about to just drop a DVD into my PC without knowing anything about who dropped it off, and since I don't have a DVD player at the office I would have to take it home to watch. That's not going to happen, so that's strike two.

        Anyway... if you put it in writing, you'll have a better chance of it being seen and if I like what you wrote I'll go to your website and watch a video... but starting off with a DVD isn't going to get the decision maker's attention. They don't have time or interest.
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        • Profile picture of the author Colm Whelan
          Originally Posted by ronrule View Post

          I get that you want them to think of it that way, I'm just saying I don't think anyone will think of it that way and because it's a video instead of something they can read you're already reducing your chances of it being viewed.

          Here's what I mean ... the girl at my office who's at the front desk and gets the mail and any in-person solicitations we receive - and there are plenty - also doubles as the gate keeper. She can look at something that was dropped off by a sales person, read through it, and know if it's something I might be interested in or not. If not, I'll never see it... but I know that everything on my desk got through that initial filter.

          I can guarantee you SHE won't be watching your DVD - not at the office, and not at home. So it's either going to be tossed or passed on. If she suspects its a marketing piece, it will get tossed and I'll never know about it. If it's passed on, I know she didn't review it and was just passing it on because she wasn't sure whether it should be thrown away or not.

          Here's the problem at this point ... everyone in the pile believes they have something useful that's going to improve my business in some meaningful way. They're selling something 100% of the time - and so are you, you're just trying to be more subtle about it. I know this and so does anyone who's been in business more than a month.

          What you're doing is basically the same strategy as the guys who just come in and person and leave an information packet, the problem is video is a slower format. A person can digest the contents of a written sales letter in a few seconds, and decide whether they want to dig in deeper. But for video, they have to make the extra step to put aside time, then suffer through the content at the creator's pace, which is guaranteed to take up more time than if they just read it instead. So at this point, all I know is some guy dropped off a DVD, my receptionist didn't know what it was, and I expect it's a sales pitch whether he said it was or not. Watching it will never be a priority, so that's strike one.

          Also - I'm not about to just drop a DVD into my PC without knowing anything about who dropped it off, and since I don't have a DVD player at the office I would have to take it home to watch. That's not going to happen, so that's strike two.

          Anyway... if you put it in writing, you'll have a better chance of it being seen and if I like what you wrote I'll go to your website and watch a video... but starting off with a DVD isn't going to get the decision maker's attention. They don't have time or interest.
          100% agree with everything Ron says. As a business owner I already HAVE been pitched like this. I've never watched a single one of them.

          BUT I at least start to read every sales piece with a good headline that comes in whether dropped off or in the post\mail.
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        • Profile picture of the author TheBigBee
          Originally Posted by ronrule View Post


          I can guarantee you SHE won't be watching your DVD - not at the office, and not at home. So it's either going to be tossed or passed on. If she suspects its a marketing piece, it will get tossed and I'll never know about it.

          I think the approach of creating marketing collateral designed to educate and incite interest is still one that can be connected to video. If the question is using this method so as to have the greatest possibility of having your videos viewed, then it's obvious to me that simply posting the videos in targeted LinkedIn Groups, distributing them at local business owner (marketing?) gatherings, utilizing PPC to get folks to opt-in, then view video...etc.

          Point is. I'll slit my wrist before someone were to tell me that video cannot be used to sell business to business services. I HOPE that is not what you were implying.

          If your point was taking vids and "spraying and praying" will not work. I can accept that.

          But I HOPE we can agree that if I came by you at a small business owner conference, or mee tup regarding marketing, and you told me you had a video (forget the delivery method - any and all apply for this example) for me to watch and it would help me prosper - I'm watching it.

          If I am active in my "Dentists Group" on Linked In, and I happen to come across a post with a headline that was relevant to me, and a strong benefit statement - I MAY watch the video.

          If I typed in "marketing ideas" in Google and a PPC ad came up which directed me to the video - I might watch it.

          Most people will see benefit in the things discussed in the video and THEY WILL DO NOTHING. These people are now leads.

          Leads you should never have to bust your hump to close - leads where you can maintain a super dominant frame.
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          • Profile picture of the author ronrule
            Originally Posted by TheBigBee View Post

            I think the approach of creating marketing collateral designed to educate and incite interest is still one that can be connected to video. If the question is using this method so as to have the greatest possibility of having your videos viewed, then it's obvious to me that simply posting the videos in targeted LinkedIn Groups, distributing them at local business owner (marketing?) gatherings, utilizing PPC to get folks to opt-in, then view video...etc.

            Point is. I'll slit my wrist before someone were to tell me that video cannot be used to sell business to business services. I HOPE that is not what you were implying.

            If your point was taking vids and "spraying and praying" will not work. I can accept that.
            You're making a lot of assumptions and mixing a few theories here that don't necessarily come to the same conclusion you did.

            You have to understand that it will be perceived as a marketing piece before it's ever viewed - it doesn't matter what you say, what your packaging looks like, etc. There is no such thing as a 'Business Fairy' who floats around giving people freebies... every "freebie" is a funnel to purchasing something, or a mind trick to make them think about wanting to purchase something, and business owners know it. So be honest with yourself about what it is you're offering first and understand that everyone will assume it contains either a direct or hidden sales pitch.

            Second, business owners started their companies because they already believed they knew everything they needed to know. It doesn't matter whether that's TRUE or not, but it's what they THINK, so you have to disconnect from this mentality you have that businesses will want to watch your video. The only ones who will want to take time out of their day to learn something new are the ones who are struggling - and at that point, the first problem kicks in, because they know that even if they like it they're probably going to have to spend money to act on all of the great free ideas you just gave them. That's money they know they don't have.

            This decision process happens before they ever see your video - and in both cases results in them not bothering to watch.

            But I HOPE we can agree that if I came by you at a small business owner conference, or meetup regarding marketing, and you told me you had a video (forget the delivery method - any and all apply for this example) for me to watch and it would help me prosper - I'm watching it.
            But this isn't what you said you were going to do, you're talking about going door to door... if I meet you at a conference, it's implied that we're both professionals in our industry and we're there to network. You might have some great ideas that I'd be interested in hearing from one professional to another.

            But the second you say "Here is a DVD containing all of my great ideas" you just transformed yourself from a colleague to a salesman, and I just lost interest. Hence the disconnect between what you think you're offering, and what they think you're offering.

            If I am active in my "Dentists Group" on Linked In, and I happen to come across a post with a headline that was relevant to me, and a strong benefit statement - I MAY watch the video.
            Again, this already passed the first filter. A Dentists Group on LinkedIn is filled with professionals who are discussing their own field. You're already in "learning mode" because you're on LinkedIn reading those headlines. That's not the same as someone dropping off a DVD at your office unsolicited.

            If I typed in "marketing ideas" in Google and a PPC ad came up which directed me to the video - I might watch it.

            Most people will see benefit in the things discussed in the video and THEY WILL DO NOTHING. These people are now leads.

            Leads you should never have to bust your hump to close - leads where you can maintain a super dominant frame.
            Yes, you're very likely to watch that because you're actively seeking marketing ideas. You are in the state of mind where you made a conscious decision to go to Google and look for it.

            But that's not what you're doing... you aren't setting up a website capturing people who are interested in getting marketing ideas. You're walking into an office and dropping off a DVD.

            Look, I'm just trying to help you follow your thought through to completion and hopefully save you some cash. This isn't a "new idea" - you've probably just never come across it because you haven't been in the position of that business owner who would have received it. The only business owners this will work on are the ones that are in the "My business is failing, I'll try anything" phase, and they're too broke to get any measurable revenue out of.

            That said, Claude's idea of making it an audio CD is likely to get more traction. A video requires my full attention - something you haven't earned yet. But audio? Yeah, maybe I'll listen to it in the car on the way home if I think it might be interesting. It's still less effective than giving me something to read, but you have a better chance of me hearing your pitch that way than asking me to watch a DVD.
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  • Profile picture of the author yukon
    Banned
    You would probably get more people watching the DVD If you simply mailed the DVD in a plain envelope/mailer with no information on the mailer (no return address, nothing). They would load the DVD out of curiosity.

    Use that wasted $50 at the post office...

    Better have a good/professional sales pitch on the DVD.
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    • Profile picture of the author TheBigBee
      Ron,

      Thanks for your concern about saving me cash - I think I explicitly said more than once in separate posts on this thread that "no I didn't try this." And no, I will not attempt to try this. Should I not have started a discussion?

      Also Ron, I stated that the intent of the thread that I started was to get a conversation going around an idea.

      Please help us out and offer your thoughts on how video can be used to attract customers.

      PM me for 101 data points on using video at some point during the sales funnel.
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  • Profile picture of the author dara60
    It sounds very genius and practical idea!
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