Why Video Marketing Matters

2015 is going to be a big year for those who dig into the use of video in their marketing strategy. The data and evidence continues to grow on the benefits of what I call “V-Marketing” and the early adopters are seeing a clear advantage. Below is a snippet & link from a recent post by Shama Hyder’s Marketing Zen Group that talks specifically about the need for video as part of a successful marketing strategy.

Video Stats

9 Ingredients Every CMO’s Recipe Needs For Success in 2015.

Some additional facts to consider about video in your marketing plans

  • Video content embedded in email is 55 times more likely to drive people to your website
  • Google loves video and Youtube videos in particular, for obvious reasons
  • As a result, video can help drive organic search engine optimization (SEO)

So the real question is, will you be ahead of the marketing strategy curve in 2015?

 

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Revelation, Innovation & The Status Quo…

 

The 1997 Apple commercial above has been forever embedded into both the history books and boardrooms all over the world as a mantra for innovation, progress and challenging the status quo.

Those quotes by Steve Jobs, however validated and inspirational they may be, have proven difficult to live up to in the recession/post recession climate. Many of the ‘misfits’ , across many fields, have acquiesced to the status quo because of these still uncertain times. The down sides to the digital age coupled with the last few years of Lean Logic, Big Data and the quantification of progress have caused many to remain silent for fear of becoming yet another casualty.

Also a result of the economic tumult, those who perceivably have the most to lose by upsetting the apple cart have entrenched themselves even deeper into the status quo. Call them the ‘experts’ for lack of better term, have circled the wagons of almost every field from business to education to politics and have pushed back or scared off the misfits. Further, the general public has had its senses dulled both by the uncertainty and the information overload of a digital world.

So what has been the net effect of all this? Predictable stagnation in most fields for the first half of the decade. Political gridlock, anemic organizations, cookie-cutter systems in place throughout education, business, & politics have all become part of the ‘new normal’. There has been much lip service paid to new buzz words like, “disruptive innovation” and “game changer” and there are in fact glimpses here and there, but much will depend on the misfits getting back into the game in the remainder of the decade.

It may sound contrary to say, but the experts are a necessary part of this process. They create the current state on which progress is made. They provide the agreed baseline, the counter weight, the status quo to be disrupted. You cannot have disruption all the time and the status quo provides a platform on which progress must stand. History has demonstrated, however, that really disruptive progress happens only when some misfit like a Steve Jobs comes along and doesn’t just tip the apple cart but kicks the wheels off of it. Here are a few other, lesser known, disrupters to the status quo from the last century;

TROY

In the early 1870’s Heinrich Schliemann excavated and discovered what is today considered to be the ruins of the city of Troy from Homer’s Iliad. He subsequently went on to discover the ruins of Mycenae and evidence of the pre-classic period cultures. His discoveries were refuted by experts and he was vilified for being an amateur and an opportunist. The fact remains that much of the creation of the formal science of archeology is owed to his and other amateur efforts in the late 19th century.

MUCKRAKERS

In 1904 Ida Tarbell published, The History of Standard Oil  and subsequently many other pieces of what became known as investigative journalism. She and a band of ‘muckraker’, as termed by Theodore Roosevelt, would challenge corporate monopolies and the status quo of machine politics in the early 20th century United States. In an age when mass communication was sparse, the muckrakers brought the issues into the light for the all people.

VIKINGS IN AMERICA

In the 1960’s Helge Ingstad turned the accepted history of North America on its head when he discovered archeological evidence of viking settlements on the coast of Newfoundland dating 500 years before Columbus. Again, prior to that discovery many experts insisted that the idea was preposterous and mere myth.

HARLEY DAVIDSON

By the 1980’s many had written off Harley Davidson as failing motorcycle company. Through Ken Schmidt and others who refused to accept status quo, they developed a transformational strategy that significantly contradicted  the marketing norms of the times. In a 2011 speech, Schmidt summarized their strategy in his signature quote;

“Figure out what everyone else is doing and do something different.”

Despite the turn around at Harley, many businesses today refute this idea and cling to the ‘more of the same’ philosophy.

PLANET KILLER

In THE SIXTH EXTINCTION an unnatural history, author Elizabeth Kolbert cites the example of Walter and Luis Alvarez. In 1980 the Alvarezes proposed that the massive dinosaur extinction of 65 million years ago was caused by a massive asteroid impact. Today, both the world-wide “K-T Boundary” and the massive crater off the Yucatan Peninsula are generally accepted geological evidence proving their theory. Back in the 80’s, however, many in the academic and scientific elite considered they theory to be blasphemous.

There are some innovations that are beginning to upset the status quo of this decade. Digital manufacturing and 3D printing has grown a massive following and there are those that believe it could create the next industrial revolution. But that’s not enough….everything from renewable energy to global politics could use some shake up. Hopefully there are misfits across the globe and a range of fields that will read this as a call to get back into the fight. The future of the 21st century needs you.

 

“Excellence is not an act but a habit” – Aristotle | LinkedIn

One of the first principles of ENMEI is that sustaining excellence for the long haul begins at only one place, the mirror. All the external systems, strategies, inspiration and coaching in the world will only go so far and last for so long. History has given us many examples of people who come from unremarkable beginnings that go on to do remarkable things, in many fields; Theodore Roosevelt, Albert Einstein, Gandhi, Chuck Yeager, Steve Jobs and Miyamoto Musashi to name a few.  All of these people understood that motivation was intrinsic, that sustained excellence was a product of introspection and consistent dialogue with the person in the mirror.

Here is a recent example, a post from James Caan, the CEO of Hamilton Bradshaw.

“Excellence is not an act but a habit” – Aristotle | LinkedIn.

aristotle-success-large

7 Simple Steps to Reinventing You | LinkedIn

Most people believe that they become locked into a single profession, that transitioning to another industry is next to impossible. Granted, it is difficult and requires flexibility, open-mindedness and relentless perseverance but it can be done. Here is a very good article that serves as both example and gives specifics on how to get there.

Be Relentless…

7 Simple Steps to Reinventing You | LinkedIn.

Bat Masterson is a favorite example in history of someone who reinvented himself professionally.
Bat Masterson is a favorite example in history of someone who reinvented himself professionally.
Among the last of the "Old West" lawmen, he went on to become a successful sports journalist in New York.
Among the last of the “Old West” lawmen, Bat Masterson went on to become a successful sports journalist in New York.

Seth’s Blog: The simple power of one a day

Great post by Seth Godin on the power of daily incremental improvements. This formula could be applied to anything. Losing weight, improving physical fitness, developing new personal or professional skills or learning and education are all about the daily discipline and small actions adding up to big results.

The reality is that there is no such thing as “Mastery in 10 easy lessons”.

Sustained excellence is in the ‘baby steps’.

Seth’s Blog: The simple power of one a day.

Gandhi and the Car Biz

Gandhi once said that what we believe in and focus on, we become and it’s pretty safe to say that those words served him well given what he accomplished in his lifetime. So while reflecting on those words recently, I was reminded of some of other powerful advice I recieved from one of my first mentors in the automotive industry. Simple “Car Biz” ideas really, but they have served me well and line up directly with Gandhi’s notion that what we focus on, we become.

Work your ass off!

In today’s culture of cliche’s like; “work smarter, not harder” and “work-life balance” that have become the unspoken mantras of mediocre efforts, the idea of working harder than the next person has become almost a taboo subject. Funny thing is, hard work is what brought us here. Hard work is what brought the U.S. through The Great Depression and put a man on the moon. Hard work is what put guys like Bill Gates and Steve Jobs on the map but they had a specific map in their mind to get there as well. You must also have a plan, a paradigm, a road map that directs your hard work towards a specific destination. Hard work, that is smarter than yesterday is what will bring economic life & balance back to the global economy.

So to today’s professional I say, Work your ass off, with purpose and direction.

Take on the tasks that others are unwilling to do

There was a TV show in the 80’s called, “McGyver” about an investigator who could fix anything. He would take on just about any challenge and could turn it around somehow with bubble gum and rubber bands. Everyone wanted him on their team because he always had a solution to the toughest challenges. People like fixers, companies like fixers, they become invaluable because there are so few of them out there and they always come through. The challenge n being known as a “McGyver” is that    everything possible can begin to get passed on to you. There will be times when you have to say no, challenges that are not a challenge but simply people shrugging their own responsibilities. The idea is to be the one to find solutions to the challenges that no one else can, not to do everyone’s homework.

So the refined moral of the story? Take on the challenges that others are afraid or unwilling to do, but let everyone do their own homework.

There will always be people who will tell you; “it can’t be done”, “it shouldn’t be done”, “no one does that here”, “you don’t have the experience to do that”, etc. If you buy into any of that, it will be true.

‘Nah Sayers’, critics, cynics and those who focus on the problem will always be a part of the people bell-curve. There will also be people who will feel threatened by your ‘can do’ attitude because it will expose their comfort zone, their ignorance or their clinging on to some form of mediocrity. I’ve lost count of how many obstacles I’ve seen overcome simply because someone said, “it can’t be done”. If you buy into this kind of thinking, however, you’ll get exactly what you focus on…a brick wall!! Instead, use it to fuel the fire to find a solution, to prove how it can be done. When you do, you come out the other side a hero.

Don’t believe the hype of “it can’t be done”, instead use it to energize you toward the solution…the “how can it be done”.

What we focus on, we become. Are you focused on excellence?

Vince Lombardi on Self Mastery

Why do so many people rise to success, whatever the level, only to fall at sometimes meteoric pace? Tiger Woods, Elvis Presley, Michael Jackson, countless executives in business (now known as the Enron factor), politicians like Rod Blagojevich just to name a few. The answer is probably the most obviously secret in human excellence, they stopped working on themselves. People lose sight of the fact that it was their consistent dedication to self-mastery that got them there in the first place. When human beings see success of any kind as some sort of “pyramid model”, the sole focus becomes to reach that top point. The problem is…there is nowhere to go from there but down.

Self-Mastery is moving and revolving cycle….like gravity in space, when the motion stops everything flies apart.

Here is a great video on Vince Lombardi talking about many characteristics of what I call the inner circle of self-mastery. Enjoy…

Who are you?

If you understand others, you are astute. If you understand yourself, you are insightful.

If you master others, you are uncommonly forceful. If you master yourself you have uncommon inner strength.

If you know when you have enough, you are wealthy. If you carry your intentions to completion, you are resolute.

If you find your roots and nourish them, you will know longevity. If you live a long creative life, you will leave an eternal legacy.

-Lao Tzu

Got it all figured out? Then why are you not getting the results you want?

Coach John Wooden, 10 time championship winner of the UCLA Bruins used to teach; “It’s what you learn after you know it all that really counts.” and his other famous mantra, “Practice, practice, practice”.

Famous entrepreneur and author, Chet Holmes in his book; “The Ultimate Sales Machine” talks about success in sales resulting from not 4,000 things done 12 times but 12 things done 4,000 times.

Professional business coach, Brian Tracy, talks in several of his books about the fact that ‘success leaves clues’.

Newton’s Third Law of Motion states that for every action you take, there is an equal and opposite reaction. Keep taking the same actions, get the same results over and over.

Author Daniel Pink, in his book “DRIVE, The suprising truth about what motivates us”, gives scientific evidence that the desire for mastery is an innate human quality and that moving towards it requires “purposeful practice”. That is to say, practice with a specific direction and the compounding of challenge level for that practice.

When I’m out teaching sales and marketing I sometimes hear, “Yea, I know that stuff” or “I’ve heard all that before” or even from the so-called seasoned executives, “We were doing that 20 years ago before the guy wrote about it.” It often reminds me of the words of sales king, Jeffrey Gitomer, “That’s the great thing about sales people, they already know it all, about everything.” I usually respond with a powerful question Jeffrey poses in his training: “Great! How often are you doing it?” “How often do you practice it, with challenging purpose?”

Are you the person who has heard it all before? Or do you look in the mirror each day and ask, “how often do I execute, practice, take action, etc?”