Lights, Camera, Action: Video Helps You Stay in Touch With Customers
One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships. A territory-based sales rep may be trying to keep in touch with hundreds of contacts at a time, but struggles to find a steady supply of good-quality reasons to use to reach out—without being a pest. I recently ran across a particularly compelling solution to this problem: Personalized email that links to entertaining, but useful, videos.
Here’s where I ran across this: Glenn Diehl, owner of the New York distributor of Skyline Exhibits, has a team of eight sales people selling custom trade show exhibits and portable displays to marketers and trade show managers in New York City and several northern counties. Diehl came up with a program whereby his reps can send to their contact lists emails embedded with a link to an informative video created by Mike Mraz, a trade show marketing expert with a creative knack for video production.
Mraz was already producing his "Today’s Trade Show Minute" videos every three weeks as a way to promote his own consulting and training services. His arrangement with Diehl includes access to fresh “Minute” videos twice a month, plus a custom landing page with a personal introduction from each rep.
Here’s a sample email (see the first image in the media player to the right) from Skyline rep Al Mercuro, who was the first at SkylineNY to adopt the program and make it part of his regular customer outreach. The cover note is in plain text, inviting customers to have a look at the latest “Minute” video.
Customers who click through find themselves at Mercuro’s dedicated landing page, which includes his friendly face, a short message, the "Today’s Trade Show Minute" video and a call to action (see the second image in the media player to the right).
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.