Woo the “New” and Wow the “Now”

Let’s start with the “New”. At the outset of a marketing endeavour, everyone imagines that one single media blast is going to lift the floodgates and release the torrent of new customers that are just waiting upstream, right?

Realistically, the more experienced entrepreneur knows that new client inquiries are going to come from a variety of sources. This list will be unique to every business type, but it may include classic methods such as word-of-mouth, networking through trade organizations, direct prospecting, sponsorships or paid advertising to name just a few. First contact may also be the result of persistent social media or paid web advertising. 

The paths are many but the hope is the same: once prospective clients inquire we want to woo them so they see the benefit of a lifelong business relationship. 

This is where the positioning of a media asset is critical. Putting your most engaging and in-depth explainer video too far out in your marketing funnel can mean certain truncated viewing. To avoid the pause button (or worse) being punched, a proven strategy is to park the media at a more effective juncture. 

The Quinte West Chamber of Commerce has utilized this strategy in the positioning of their newest membership video. Once the word-of-mouth or social media bits have done their work, the prospective member will find themselves at the Chamber’s membership webpage. They’re now presented with a compelling in-depth video that features many relatable voices of the membership. Hanging around for 4 minutes is much more likely at this stage in the wooing process.

And for the “Now” - is there value in putting a refreshed membership video in front of existing members of the Chamber? With the generously promoted roll-out of the new video asset by Manager Suzanne Andrews and Office Manager Jenn Snider, every existing member had the new video featured in their well-read weekly communication bulletin. 

The impact of seeing a refreshed and representative depiction of the Chamber of Commerce can play a vital role in retaining members year upon year. Everyone needs affirmation, and sharing an energizing lure film to loyal clients far inside the an organization’s sphere of influence actually sparks renewed sharing and advocacy that is a much-needed commodity even for established businesses and organizations.

Check out the video!