You
may have produced a revolutionary product, but that is not what you should tell
people about. It is not about your products; instead, it is about what you can
do for others. Do you think that your products will solve the problems of your
customers? Will it make their lives any better?
There
is only a subtle difference between a product centric and a customer centric
marketing strategy. But when you focus on how you connect with your customers
your content becomes instantly interesting. So the next time you launch a
marketing campaign, make the customer the hero of the story.
It
is this customer-centric approach that made this Skype video hugely popular. It
tells the moving story of two girls. The only bond that connects them is the
disability they both share. They were both born without a left arm. They first
talked to each other over Skype some eight years ago and have been best friends
since then.
They,
however, never got an opportunity to meet… until… Well, we suggest you watch
this touching video titled Born Friends: (http://blogs.skype.com/2013/11/08/born-friends-the-story-of-sarah-and-paige/).
Here's
why this approach works:
Tell
a great story. Skype is an internet company that allows people to make video
calls over the internet. It has been one of the most popular internet success
stories. And thanks to its huge popularity, Microsoft acquired it in 2011. But
this video is neither about their call quality nor about their global outreach.
It doesn't show why VoIP is a better alternative to other means of telephone
communication. Instead, in a subtle manner, this video tells how Skype's
advanced technology helps people connect with one another.
This
story is Skype's attempt at redefining its role in people's lives. After all,
Skype has to retain its space in a world where new means of communication
become available almost every day. Think about tweets, status updates, likes,
texts, friends, followers, fans, circles and plus ones. Now you should have a
clear picture.
Skype
just wanted to show that although several communication tools are available at
the moment, it is still the leader when it comes to connecting people. It
should be noted that in this video the company isn't just presenting itself as
a video and chatting company. It is talking about communication.
Here,
the story is 100% true and authentic and that is the reason it works.
The
story of these two girls was one of the many stories submitted in June and July
through a Skype microsite. The winning story had a chance to win a $10,000
travel voucher. Part of the popularity of this contest can be attributed to the
fact that Skype made it quite easy for participants to share and contribute.
Four
of the stories thus submitted have been released by Skype and one of these
stories won the contest. What marketers running similar contests can learn from
this Skype lesson is that unless they make the submission process easy they
can't expect to have much success.
Content
begets more content. While you are launching a video to connect with your
customers, keep it tight. Understand that people are busy. You can't expect
them to spend more than 60 or 90 minutes to watch your video. Respect their
time.
The bottom line
Tell
and great story and you will win hands down.
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