This week we have a brilliant case study from Rob Brooks of Wright and Pryce (aka Death and Disease). It’s a great example of content marketing – making videos and using them for marketing emails which people really want to receive.
Over to Rob:
Insurance is dull – but important – so at www.deathanddisease.com we always try to stand out a little in a very crowded market place. We wanted to engage with people, without boring them to death. Most email newsletters are so dull, you can feel the life force being sucked out of you as soon as they arrive in your overcrowded inbox (accountants take note).
The aim was for people to be pleased when they saw a death and disease email – we want to entertain people, we want to be memorable and we want people to talk about us.
The videos are always the same format – me, sitting at a desk, with a telephone, in an unusual location, e.g. in a river or in a field with a horse leaning over my shoulder. Each video has a competition – so that even if people aren’t entertained, they have a reason to watch.
NB: View the videos on Rob’s website to enter the current competition…..
The results have been fantastic. Wherever I go, people talk about the videos. If I’m networking and someone asks what I do, if I said ‘life insurance’, people suddenly decide they need another drink, or the loo. Now, if someone asks, their friend standing next to them will say “He makes videos with a horse!” …and the journey to know, like and trust has got off to a great start.
Does everyone like them? No. Some people think we are strange. Does everyone enter the competition – no – in fact this was our biggest surprise – we thought people would enter the competition every month – whereas in fact they tend to watch the video every time, but only enter once (hot tip – your odds of winning aren’t bad!)
Have the videos generated business? Absolutely. We want to entertain people, we want to be memorable, we want people to talk about us. Business follows naturally.
People very often ask which production company we use, or say “You weren’t really in the stream were you?” The answer is I film it myself and yes – there are no special effects, it is me, sitting in a river. All I have is a video camera with a microphone port (about £100), a tie mike (£5) and a tripod (£10). I simply choose a spot, set up the kit (5 mins), do 2 or 3 takes (or just one in the case of the pony as it wouldn’t stand still any longer!) and then edit it on moviemaker.
The difficult bit is trying not to feel too self conscious as a dog walker strolls past as you sit in a river, with a desk and a skeleton…
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