Video is a hot commodity in marketing and consumers want to consume video as well as produce it. By including your target market, you’re interacting with the people you want to reach and validating their feedback. This co-creation video approach is mutually beneficial; it gives you valuable information and makes the consumer feel connected to your brand via their contribution.
Co-creation Isn’t New
The idea of co-creation isn’t new. We were going to further define the collaborative effort, but why tell you when we can show you? Watch this excellent video explainer and apply all the principles to video! Perhaps it will inspire you to use your audience to help shape the direction of your next campaign.
Marketing to Millennials
Millennials are accustomed to being heard through social media and user-generated content. They want and places to use their voices and assume they’ll have that option. They also expect choice. Co-creation caters to these expectations.
As a business, you’re the leader. Work with your audience, but don’t let them take over. Guide the process and ask for their participation. The video will result in credible, authentic content. Involving your target market cultivates brand loyalty and can spread the word about your product or service organically.
There’s a difference between working with influencers and pulling the average user into the mix. An influencer is a known commodity and joining with them is a partnership. When you canvass opinions and feedback from the public, people participate and get excited about your brand in a different way. Starbucks is quite adept at this type of marketing. Remember the White Cup Contest that challenged patrons to draw designs on their coffee cups? What about the request to name the new blend that became True North?
Big Brands Get Onboard
Domino’s leveraged their consumer feedback in a novel way several years ago. The pizza giant used online feedback and focus groups to expose shortcomings in their product. This negative commentary compelled them to change their pizza and win over previously disappointed customers.
Orcon Broadband out of New Zealand enlisted the help of eager musicians to record a music track with Iggy Pop. The contest gave the winners the opportunity to record a live version of “The Passenger”. The result was aired on radio and televison.
Co-create a Video with Us
If you’re interested in involving customers in your marketing, give Key West Video a call today. Whether through a contest, Q&A or other format, we can discuss how to win over new business with video.
