Our Agency

Sustainability.

That’s a word I’ve been hearing a lot of. Recently I’ve heard it in the context of venture capital start-ups, government tax policies, and health habits, but as always my mind started drifting to how sustainability relates to video marketing.

Certainly for any long term business goal success comes from sustainability. There have always been big fads and get rich schemes, but now they are no longer snake oil salesmen riding into town on horseback. They are brand new products and services, that with the right amount of money can be marketed just as well or even better than the trusted products and services we already use. One only needs to browse the internet for 30 seconds to know what I am talking about.

Many of these products and services will quickly fade away, but not without grabbing a good share of the market before being replaced by the next big thing. So if there is always going to be a certain market share occupied by this group, how can you grab and keep the attention of your customer base?

Authenticity.

After the snake oil salesman hopped back on his horse and was off to the next unsuspecting town, it probably didn’t take long (unfortunately it likely took some longer than others) for the hype to wear off and the townspeople to re-appreciate the local, trustworthy vendor. In between snake oil visits, it was top priority for the local vender to take that time and continue to slowly build authentic relationships with the townspeople. However good he was at accomplishing this would directly effect how much of his market he would temporarily lose when the next salesman came riding through town.

Unfortunately, the local vendor had a few advantages over us today, which is why his principles are even more important now. He probably had less local competition, scarce national competition, and no global competition, all things we face daily. This dilemma however, has also created new opportunities and new tools for us to utilize.

As we use these new tools such as video marketing, social networking, emailing, and texting, it is important for us to not get sucked into the gimmicky world of snake oil. Step back and make a conscious effort to center your marketing efforts around the authenticity of your lasting relationships.

Authenticity = Sustainability.