Catherine "Cat" Seda

Sunday, November 11, 2007

Viral video marketing and Will It Blend

Thank you, thank you! I *really* appreciate all of the comments on my last post: Freelance Writer Needs a Break. Um, I can’t believe it has taken me two months to write my final blog entry—I obviously need a break from writing for a while. :-)

What’s “a while?” I’m not sure yet; I’ll see what Q1 2008 brings…But before I go, here are a few more Internet marketing resources that may help you:

Tag, You're It! Tagging content on social sites is serious business.
(My October 2007 column for Entrepreneur magazine)

Listen Up! Want to be heard? Here are 5 simple ways to promote your podcast.
(My November 2007 column for Entrepreneur magazine)

Search Engine Visibility
(Book by Shari Thurow; second edition now available)

Mastering Panama (Yahoo!)
(Special report by Mona Elesseily)

Radically Transparent: Monitoring and Managing Reputations Online
(Book by Andy Beal & Judy Strauss—due out in March 2008)

Entrepreneur’s “Women in Charge” conference, January 29, 2008 in Miami
(Pitch your business to the magazine editors, attend educational sessions and network with other women entrepreneurs. I’ll be teaching “Online Marketing” and hope to see you there!)

It’s a beautiful evening here in California. No hot, dry winds. Instead, storm clouds blanket the sky, bringing a refreshing coolness to the air. I’m drinking a hot latte topped with chocolate raspberry creamer and I’m listening to holiday music. I know it’s early! But I can’t help it. It’s that kind of day.

Thank you again for reading my articles, books, newsletter and/or blog. I wish you a very Happy Holiday and a BRILLIANT New Year!


Okay, onto my final Q&A…


QUESTION: In a recent seminar, you mentioned NOT to do hard sales pitches in online videos. You made reference to Dove, which is obviously using their foundation to get the PR, but I seem to see blatant abuse of the non-commercial use and just want to help my coaching clients when it comes to this issue.

~ John Hollner, Hollner Promotions

CAT’S ANSWER: Whoops—thanks for giving me the chance to clarify, John. Your clients can use video to grow their business. But I don’t recommend creating an in-your-face, “BUY NOW!” ad. Viewers want information, entertainment, maybe both. For video to go viral, think infotainment.

Here’s a fun commercial example: Will It Blend? by Blendtec. Watch the company’s CEO, Tom Dickson, blend golf balls, marbles, or a Chuck Norris action figure (that’s my favorite). Several months ago, when Tom blended an iPhone, publications like Engadget, PC World and InfoWorld talked about it. So did thousands of bloggers.

I just interviewed George Wright (Marketing Director for Blendtec), about the success of this campaign. Here’s what he said I can share with you:

* Since the launch of the Will It Blend? marketing campaign in November 2006, Blendtec’s Total Blender online sales have increased by 500% -- the Will It Blend? campaign is the single biggest factor in the increase.

* Interestingly, the Will It Blend? campaign started as a brand awareness campaign.

* Video views from YouTube and total nearly 70 million views.

* Now, you can buy the video series for $9.93. This DVD offers the first 50 videos, out-takes, un-released video footage and additional information about the marketing campaign. This product was released in July and has already sold a few hundred copies.

* Blendtec is working with other companies to create co-branded video clips.

Hmm…I wonder what they’ll blend next?

Thanks, John, for your question. Thank you, George, for sharing information on Blendtec’s viral video marketing success. And thank you again to everyone who has stopped by to read my blog.
To Your Online Success!
Catherine (“Cat”) Seda