Many moons ago when working for Universal Music Canada, the Director of Marketing and truly one of my favorite mentors said to me ‘the most important thing you’re going to learn in the music industry is the value of building strong relationships’.
As you can imagine, there were various things I learned in the five years working with rock stars and country music sensations, all very valuable in both life and in business. But one thing holds true – the power of building strong relationships can take you everywhere. And I really think it’s as simple as people want to do business with people that they like. People that listen to them. People that understand them. People that want to help take their dreams and vision to reality.
At Fusion we do a really good job of that. We listen, we brainstorm and we dream big with everyone who comes through our doors. We get inspired by their passion, feel connected to them as people, and love seeing them succeed. Such is life I suppose…things seem to have come full circle.
Over the holiday season hopefully everyone gets the chance to spend a lot of time with their family, friends and loved ones. It’s not the amount of time that you share, but the memories you are making, the bonds you are strengthening, and the character you are building together. You never know what you say or do that is going to stick with someone…you may not think that sweet compliment was a big deal, but may mean the world to the receiver at that moment in time. People don’t remember what you necessarily say or do, but rather how you make them feel. And if we could all do a bit of a better job on making people feel fabulous, our world would be a better place to just be.
I truly feel these sentiments apply to business as well. I’m not suggesting you give your clients hugs every time you see them, but definitely a kind word, a smile and a listening ear can go a far way.
My newest nerdy interest? Videos promoting products and services. On my last day of television production class this semester, my instructor had us execute a budgeting exercise for a pseudo freelance video project. He got us all amped up (or at least me) about doing freelance video work.
“Just because you’re not media production students, don’t discount the fact that you have skills that most of the population does not have.”
I’m in. Video work can be long and tedious, but it’s pretty fun, and the end result is so satisfying. It’s an area of work I really want to expand my skills in. Not just for products and services-weddings, local shows, events, etc.
As for products and services, if you’ve been online for any length of time, you’ve probably seem them-copious amounts of product or service launch videos. The content of these videos is often a pretty general attempt at building excitement-“This product is amazing! Outstanding results! Coming soon! Be the first!” etc. etc.
Even testimonials from supposed reliable people/sources can seem nothing more than an onscreen performance.
While these types of videos may work on the average gullible or uninformed person, there’s no real substance behind them. At the end of the day, they’re a pretty weak attempt to build excitement about the launch of a product.
You want your product-launch content, in whatever form it takes, to be something meaningful and beneficial to the person receiving it. You want them to be glad they spent their time engaging and being exposed to your message. A video for a product launch should make people feel like you are enlightening them, rather than selling them something. Even if they don’t buy instantaneously, this kind of message will stick in their brain. Building trust and goodwill will significantly increase your chance for conversation, interaction, and an interest in your product or service, from your desired target audience.
Easier said than done, right? Here’s three videos for new products/services I found that I think do a pretty good job.
Fusion celebrated the holidays early this past Sunday with a fabulous sleigh ride in Birds Hill Park, followed up by a wonderful dinner at Pine Ridge Hollow. The weather was perfect for spending some time outdoors, and the snow was glistening. Home-baked cookies and hot chocolate were a great addition to the ride. There were also fun games (who said that trying to open a present with big mittens on your hands could be so much fun!) and we ended the evening with a gift exchange focused around a kitchen theme.
Photo credit: Florence Ozirney
Thanks to our fabulous Social Committee for planning such a great party – it was enjoyed by all.
Fusion will be taking a longer break during the holidays this year. Our offices will be closed December 24 to January 1 – back to work on January 2, 2013. Wishing you all a safe and happy Holiday Season!
David Ogilvy, often referred to as the father of advertising, saw advertising as black and white, with no ambiguity or grey area.
His book, The Theory and Practice of Selling the Aga Cooker, is a legitimate manual of rights and wrongs when it comes to the practice of advertising-anyone in the industry is most likely familiar.
I quite enjoy the above video. He was an intriguing guy for sure.
I love how at the beginning of the video he says, “I wish I could be with you today, in the flesh as they say.” Rhyme intended?
“Ever been in India? It’s hot. If you don’t mind I’m going to take off my coat,” is also pretty amusing to me.
A lot of his views are controversial.
One of his most well known beliefs was that long copy about the benefits of a product/service was the only way to sell something.
He was strongly against short or cutesy/poetic copy. It seems crazy to me that long copy about benefits could be the only way to go for ANY product or service!
Then again, he was from a different time. But even for advertising coming out of the mid-1900’s, I can’t seem to wrap my brain around this concept.
Below is a list written by him I found online about how an advertising agency should be. Some of the language is obviously a little humorous in this day and age, but the core values still remain true, in my opinion.
1) We treat our people like human beings. We help them when they are in trouble—with their jobs, with illnesses, with alcoholism, and so on.
2) We help our people make the best of their talents. We invest an awful lot of time and money in training—perhaps more than any of our competitors.
3) Our system of management is singularly democratic. We don’t like hierarchical bureaucracy or rigid pecking orders.
4) We abhor ruthlessness.
5) We like people with gentle manners. Our New York office goes so far as to give an annual award for what they call “professionalism combined with civility.”
6) We like people who are honest. Honest in argument, honest with clients, honest with suppliers, and honest with the company.
7) We admire people who work hard. Objectivity and thoroughness are admired.
8) Superficiality is not admired.
9) We despise and detest office politicians, toadies, bullies, and pompous asses.
10) The way up the ladder is open to everybody. We are free from prejudice of any kind—religious prejudice, racial prejudice or sexual prejudice.
11) We detest nepotism and every other form of favouritism.
12) In promoting people to top jobs, we are influenced as much by their characters as by anything else.
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