Are You Using Video to Nurture Your Customer Relationships?

by Donna Godzisz

I attended the Yamaha Motorsports 2010 Product Reveal earlier this week. One of the highlights of the presentation for me was a video they showed called “The Ben Spies Method.”  It’s a funny 4 minute video about how Yamaha Supercross rider Ben Spies does his thing.

I’ll be really honest, I’m not that in to racing, but this video was not the typical racing footage and it made me laugh. Because of that, not only did I watch it again, but I also sent it to my friends and I’m writing about it here, all of which are creating additional exposures for the Yamaha brand.

Think about broadcasts of the Olympics or other major sporting events. There is always time devoted to the segment about training methods or someone’s quirky superstitions. These human-interest stories make the athletes more real to those watching because they foster a connection. Creating videos that give insight to your brand as a living, breathing thing can have the same effect.

This is where YouTube and other video sharing sites can be an incredibly powerful tool for marketing. Videos that show the behind the scenes story, the funny things that happen, all of those things that the general public normally wouldn’t get to see, are an amazing way to help nurture relationships with customers.

Another favorite video in this category is the Honda Choir. What these marketers are achieving through the creation of videos like this is an opportunity to tell consumers about the brand or product without a sales pitch.

So is the Ben Spies video going to drive an increase in unit sales for Yamaha? Will a choir make people buy cars? Probably not in a direct, measurable way, but they DO provide a unique opportunity to engage consumers, and in today’s ever more competitive environment, those emotional connections really count. Those emotional connections help make those efforts that DO drive sales -- like retail promotions -- more effective.

It's age-old. And it's still true: people do business with people they like.