Big Businesses Are Successful When…

Big businesses are starting to realize that in order to stay relevant in today’s economy of “here today, gone tomorrow later today”, they need to be as agile as small businesses in many ways. While small business might not have the big marketing budget to pay for professional actors, writers, and producers, YouTube has pretty much taken care of that problem.

What To Do

As a free service, anyone with an idea and a recording device can achieve instant popularity on the Internet by going “viral”. This happens when someone sees a video they like, and post the link to it on their Facebook page. Then a bunch of people who see the link on Facebook send a Tweet about it. Millions of views later, a person can go from complete obscurity to a household name in a matter of days.

It seems to me that it is becoming the goal of every marketing team to use this new platform to reach their customers. Traditional methods lack the inherent trust factor when a friend posts a video on a social networking site and comments that, “you HAVE to see this!”.

How To Make It Work

A perfect example is the recent Old Spice commercial that first appeared during the Super Bowl. Little did we know this was only the beginning of a massive, online marketing campaign that would launch Old Spice to the front of the body wash and deodorant market. Here is the original video:

At the time of this article, this video has been viewed over 20 million times. But Old Spice didn’t stop there. They created response videos to users you posted on their website, creating an incredible and truly viral campaign. Watch the video below to see how they did it and what happened next:

What Can We Learn?

  • Anyone can make a successful video
  • It needs to be real/honest to appeal to the masses
  • Find a way to involve your demographic

It’s Not About You

It is and always will be about the bottom line, but what Old Spice did was simply relate to their customer from Step 1. The figured out what people wanted and just gave it to them, then kept listening to feedback and continually made adjustments.

Their strategy worked to ultimately make a profit because they realized that people don’t care about body wash and deodorant. What people care about is being able to identify with the product and relate to it with their friends.

So as long as you are a business, big or small, who isn’t willing to listen or try to understand your customer, people will ignore you…if they haven’t already.

If you haven’t figured it out yet, it’s not about you. It’s about them.