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Marketing Brilliance: Simple is often BEST

By on Oct 16, 2014 in Case Studies, Search, Social, Strategy

I’m enchanted by this delightful video (who doesn’t love marionettes, after all?). There’s no doubting the puppeteer’s talent both in terms of crafting little Stix, and in terms of his performance skill. That’s some co-ordination!

But what caught my eye (of course :)), is the brilliant marketing he applies to every part of the video. Let’s break it down:

First of all, he uses video. Many of you will know by now that I’m a big fan of YouTube for marketing purposes. It’s the world’s second largest search engine, after all, and the perfect thing to plug yourself into while you get on with the more mundane parts of your daily grind. Everyone’s doing it: plug in the earphones, pick a channel, and prepare to be entertained. If your business lends itself to YouTube in any way whatsoever, you’re crazy not to take advantage of all it offers (watch this space for more thoughts on YouTube marketing for business).

Secondly, every part of everything is branded. And note the phenomenal attention to detail! Stix has his own little bench, perfectly made to scale, and the bench is (wait for it …) Yep! Branded. Ricky Syers has his name on his trousers AND his shoes, too. Whether you happen to glance at the show as you walk past, or you get right down and meet Stix at his level, you can’t help but get the message: Ricky Syers is a puppet MASTER in the surest sense of the term, and someone worth following online and off.

Thirdly, Ricky gets really personal. He engages his audience. He knows who they are, where they’re at, and what they want – then he gives it to them. He’s not afraid to go out there and get to know his audience – in person. We all know by now that personal engagement with the real humans behind a business is the surest way to increase a marketing audience, and Ricky’s doing that perfectly.

Finally, neither Ricky nor Stix miss a single opportunity to monetise their marketing investment. As much as their show is an awareness-building campaign (both in real time and through the virtual virality of YouTube), each of them has his own little to-scale hat ready for donations from the inspired and intrigued – and it works!

If you’re not using video to market your business, it’s time to jump online and do so. It doesn’t take as much effort as you may believe, and it personalises your brand in a way little else can.

Vanessa Davies is the head writer, senior designer, social media pundit and business owner at aXent Associates. Online marketing, blogging, home education, lifelong learning, optimal nutrition and personal growth are high on her list of priorities. You can follow Vanessa on Twitter or Google+.

Great content writing, combined with a marketing strategy based on decades of online marketing success form the foundation of a potent relationship marketing plan.