In Let My People Go Surfing: The Education of a Reluctant Businessman, Patagonia founder Yvon Chouinard shares the secret behind Patagonia’s one of a kind brand that has stolen the hearts and minds of consumers all around the world:
“Our branding efforts are simple: Tell people who we are. We don’t have to create a fictional character like the Marlboro Man or a fake responsible caring campaign like Chevron’s “we agree” advertising. Writing fiction is so much more difficult than nonfiction.”
It’s harder to write fiction than nonfiction.
That quote says everything about how we think about brand at Drift, and that’s exactly why we love video as a marketing channel, because when it comes to being authentic and real there’s no channel quite like video. You just can’t fake it. And there’s nowhere to hide.
When we talk about video, we usually mean scrappy, low production stuff with minimal editing and no script whatsoever. Sure, we have the high production videos too — but the biggest lever for us has been real, first-person video shot on an iPhone.
This is the reason why channels like Instagram and Snapchat have blown up: Because people want the real life, reality TV — not always the highly manicured videos. But even though Snapchat and Instagram sound obvious, not a lot of brands — especially in the B2B space — have understood the value of authenticity and copied that style for their marketing.
What these companies are missing out on with their expensive productions and professional scriptwriting is the ability to show everyone out there what’s going on behind the scenes.
Be it B2C or B2B, people buy from other people. And that trust is a lot easier to build if your audience can see your face and hear your voice.
That’s why we also use a lot of video in our sales and marketing emails. It doesn’t have to be perfect and it definitely doesn’t have to be expensive.
It’s just our way of saying: “Hey, you’re talking to real people and not just some faceless corporation. We’re here if you need anything.” Video is one of the most authentic forms of marketing there is today.
One of the best examples of this is what we did with our pricing page. We were getting a lot of comments and questions about an early version of our page that was leaving people feeling confused and lost. We made numerous revisions of the layout and copy on the page, but still didn’t make any progress — so we turned to video.
We were going to have someone on the Drift marketing team explain pricing in the video, but then we had a better idea: Let’s have Will Collins do it. Will is the VP of Operations at Drift, and his team is in charge of our pricing. So we got him on camera to explain pricing because we figured if he can’t explain it clearly, then who can?
Marketing is everyone’s job inside of your company, and video makes this easier than ever (more on that later too).
This Won't Scale will show you how in 41 unique marketing plays.
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