Paul Casinelli, Director of Product Marketing at Brightcove, presented “Digital Marketing” at this months Boston Social Media Breakfast. Brightcove is a leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. They have over 5,500 customers in over 70 countries that rely on their services.
Paul talked about an actual campaign Brightcove is currently running designed to communicate with clients throughout their relationship. If you are a product marketing manager in charge of digital marketing it’s easy to fall into the trap of talking about company or performance value. It’s easy to talk about the ROI of a product or that it will double leads. A better method is to present identity value.
Marketing Identity Value allows you to make a more personal relationship. With Company Value marketing you are talking about “my company”. With Performance Value marketing you are talking about “my work”. With Identity Value marketing you are talking about “my work”. With this approach you are much more human and real. Here are characteristics of Identity Value.
- Pride in Work
- Respect from others
- Career advancement
- Popularity with team
- Helping others
- Happiness about work
Working with a given product or service you work through, what it is, to what it does, to what it means, to how it feels. When you are able to communicate how it feels to clients you are able to affect them on a personal level.
Brightcove’s Video Marketing Hero’s Utility Belt
The idea behind the belt is to make clients “Heroes” within their companies. A utility belt has gadgets. These are things that you use pretty much on a daily basis to get your job done. BrightCove show best practices on how to use video marketing with the digital marketing tools you use everyday. This could be integrating video into your email campaigns or social networks. In all there are six different gadgets on the tool belt.
The result of the campaign was it created a more personal and fun way to interact with their customers. It made Brightcove more human to their customers and created a deeper ongoing relationship.