Though Ocean Spray may be an extreme example (no one should rely on a video becoming viral), the idea that businesses no longer need to only leverage expensive media platforms is huge. Companies have all the tools necessary to capture their audience’s attention for free if they are willing to embrace video as a key component to their branding and marketing efforts. Video allows businesses to do something one time and see an infinite return-on-investment (ROI). This media also contributes to pre-building connections with people, without having to say a word. Further, videos helps to build credibility and establish expertise. With more and more industries adopting video as a core branding and marketing tool, having a video resource library will become as valuable as having a website. Countless studies show the influence video has in creating brand awareness, and building customer loyalty. For all these reasons and more, it is safe to say those who refuse to accept and embrace video may find themselves left behind in the coming years.
Notes
1 Refer to the Government of Canada CRTC website, under “Taking Part” section at crtc.gc.ca/eng/DNCL/rpt170929.htm.
2 See the article on Global News, “Lost, missing hiker didn’t answer rescuers calls because it was an unknown number” by Chris Jancelewicz, globalnews.ca/news/8328728/missing-hiker-unknown-number-no-answer.
3 Vist the Jeffrey Gitomer official website, “People Don’t Like To Be Sold But They Love To Buy” Trademark registered November 12, 2002, www.gitomer.com/people-dont-like-to-be-sold-but-they-love-to-buy.
4 See “Think with Google,” at www.thinkwithgoogle.com/marketing-strategies/search/global-online-shopping-research-statistics.
5 Visit the Wyzowl website, “10 Video
Marketing Statistics That Will Blow Your Mind” by Jemma Melvin, www.wyzowl.com/amazing-video-marketing-statistics.
6 Refer to the SproutSocial website, “40+ Social Media Video Marketing Statistics For 2023” by Tracey Witt, sproutsocial.com/insights/social-media-video-statistics.
7 See Neville Medhora’s post on LinkedIn,
www.linkedin.com/in/neville-medhora-654749/recent-activity/all.
8 Vist Club Shay Shay’s YouTube channel for
the video, “Denzel Washington Teaches Steve Harvey the Difference Between A TV Star and a Movie Star | Episode 78,” youtu.be/LNbYf6UaFbo?si=Uiyj5bhbhrW0B_Wc.
9 See the video, “2019 Butterfly Effect” on Highbury Pools’ YouTube channel, youtu.be/msI-Pw6eCNU?si=BVoziDA6rF2Diirh.
10 Read the article in Forbes Magazine, “When A Recession Comes, Don’t Stop Advertising” by Brad Adgate, www.forbes.com/sites/bradadgate/2019/09/05/
when-a-recession-comes-dont-stop-advertising/?sh=6dbbc5604608.
11 Refer to “State of the Industry” article by Jason Cramp in Pool & Spa Marketing, page 10, April 2010, www.poolspamarketing.com/publications/de/
201004/index.html.
12 Visit the Business Insider website for the article, “Ocean Spray gifted a truck to the man who went viral skateboarding while drinking cranberry juice and lip-syncing to Fleetwood Mac” by Isabella Jibillian, www.businessinsider.com/ocean-spray-ceo-tiktok-fleetwood-mac-cranberry-juice-dreams-truck-2020-10?op=1.
Author’s note: For a more detailed explanation of this article, including more specific examples relating to the pool and spa industry, please check out Episode 001 of The PromoMinds Podcast–Marketing Tips From Denzel Washington on YouTube, Spotify, or Apple Podcasts.
Author
Steve Leslie spent eight years in the pool and spa industry as a sales and marketing manager. Currently, he is the host of The PromoMinds Podcast on YouTube, Spotify, and Apple Podcasts, and specializes in helping to bridge the gap in communication between businesses and customers. He can be reached at info@PromoMindsMedia.com.
