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Harlem Shake videos by businesses: please die

There are times when riding the meme train is appropriate, but the Harlem Shake video has beyond jumped the shark – here is how businesses got involved and either missed the boat or nailed it, and why you shouldn’t do a Harlem Shake video of your own.

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harlem shake

harlem shake

The Harlem Shake must die

By now, you’ve probably heard about the latest Internet video craze: the Harlem Shake. This type of video is unlike the video spoofs of Carly Rae Jepsen’s “Call Me, Maybe,” and “Gangnam Style.” This craze follows a simple but specific outline: each video begins with one person wearing a helmet or mask and dancing solo to the song “Harlem Shake” by Baauer for about 15 seconds amid a group of seemingly disinterested peers. But when the bass drops, the video cuts to a scene of everyone and more people who weren’t in the first scene dancing crazily with costumes and various props.

Not to be confused with the original 1981 Harlem Shake dance, Harlem Shake video memes have been blowing up on the Internet since the first meme went viral; the very first Harlem Shake meme was posted by five teenagers from Queensland, Australia on Feb. 2.

Since then, hundreds of spin-offs have been posted on YouTube, including some from the Today ShowGroupon and even the Army.

Enter real estate teams. Of course.

So, now that it’s getting all sorts of publicity, agents are trying to get in on the trend…but should they? I ask because I wonder how much good publicity comes from this meme as an agent. All of them look silly, and they’re meant to. While I’m aware that there’s “no such thing as bad publicity,” I also don’t know if making the memes is good or bad for marketing. As with any fad or trend, once it’s out of style, anyone wearing or doing it looks… well, out of date and silly.

There’s also a bit of a generational gap in thinking – in general, younger people might be apt to hire an agent who did a Harlem Shake meme (or evena Carly Rae Jepsen parody) because it shows the agents are fun and can let loose with a good sense of humor. But older potential clients might see that more as “I didn’t hire you to film stupid videos I don’t even get and post them on the Internet. I hired you to help me and focus on me – is my house sold/have you found me a house yet?”

It is said that Whitney Pannell, an agent with Prudential A.S. de Movellan Real Estate, was the first agent to upload a Realtor version of the Harlem Shake, filmed in the Lexington, Kentucky office. But it also doesn’t really follow the format correctly – the first woman to start dancing isn’t masked, and there’s no cut to greater dramatize the split from disinterested people to crazy, dancing people (and usually, even more people appear in the room than were in the first “scene”). The meme doesn’t have the same effect when everyone just gets up and starts dancing – some basic editing needs to be involved. Nevertheless, the video is up to 2,796 at the time of this post.

However, some agents could get it right – this video from Adam Helton of The Deselms Team, a brokerage in Franklin, Tennessee, got it right AND managed to illustrate a point. The first scene where Helton is dancing, he appears to be showing a couple a home, next scene, the couple, Helton and other kids and people dance to the Harlem Shake with a “sold” sign in the front yard.

Viral memes and you:

So, in short, while taking advantage of a meme can be a fun way to connect with customers whether you’re a Realtor or any other type of professional, it can also make you look out of touch if it’s not perfect and timely. As for the Harlem Shake, it has jumped the shark so hard that if you made one over the weekend, the reception of your quirky video might be visceral and backfire on you.

Stephanie Sims is the managing editor of Agent Publishing, which currently has online publications in Chicago, Houston and Miami. With expertise in evaluating housing markets, website content and social media strategy, and reporting information agents want to know about, Stephanie can be found at her desk with coffee that got cold or not eating lunch because she’s busy planning editorial assignments and interviews for the Agent Publishing websites.

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4 Comments

4 Comments

  1. franklyrealty

    March 2, 2013 at 8:24 am

    This is great. No jumped shark.

  2. Bruce Lemieux

    March 2, 2013 at 8:30 am

    Yes. Die please.

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Business Marketing

What entreprenuers can learn about branding from trendy startups

(BUSINESS MARKETING) What’s the secret of focused startup branding, and how can you apply it to large enterprises?

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A set of wine from Craft Hugo, showing off pleasing branding in labels.

Think of your favorite brand. Is it the product they offer or the branding that you love? Exactly – brand ethos reigns supreme, especially with those trendy, aesthetically-pleasing startups (I never thought Glossier had good makeup, but I’d be lying if I said I didn’t visit their website once or twice a month).

So let’s break it down.

Co-founder of Red Antler – a company that assists startups in creating successful branding – Emily Heyward believes in a few branding truths.

Firstly, you have to make sure not to market your brand as a single product or experience. Doing so, she says, will pigeonhole you and thus truncate your ability to expand and offer new products and services (she gives MailChimp, known almost exclusively for email marketing, as an example).

What Heyward does say to do is instead market an idea. For example, the brand Casper (one of Antler’s clients) markets itself as a sleep company instead of a mattress company. By doing this, they kept the door open to eventually offer other products, like pillows and bedding.

Heyward states that this “power of focus” is a way to survive – with countless other startups offering the same product or service, you have to position your company as offering something beyond the product. Provide a problem your customer didn’t know they had and offer an innovative solution through your product.

Ever used Slack, the app-based messenger? There were other messengers out there, so focus of Slack’s branding is that regular messaging is boring and that their app makes it more fun. And customers eat it up.

How can this logic apply to mid-to-large enterprises? How can you focus on one specific thing?

Again, placing emphasis on brand over products is essential – what is it about what you offer that makes your customers’ lives better? It’s more cerebral than material. You’re selling a better life.

Another thing to remember is that customers are intrigued by the idea of new experiences, even if the product or service being offered is itself not new. Try not to use dated language that’s colored by a customers’ preexisting feelings. Instead, find an exciting alternative – chat solutions are desperately trying move away from the word “chat”, which can bring to mind an annoying, tedious process, even though that is in fact what they offer.

Broadening the idea of focused brand ethos to a large company can be difficult. By following these tips and tricks from startups, your company can develop a successful brand ethos that extends beyond your best product or service.

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Business Marketing

Spruce up your product images with Glorify (just in time for Black Friday!)

(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.

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Glorify app lets you create beautiful designs for your products.

Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.

Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.

In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!

Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:

  • background remover tool
  • templates based on popular product niches and themes
  • design bundles for your website/store, social media
  • annotation tool
  • upload your brand kits and organize your projects under different brands
  • 1 click brand application
  • & much more!

“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.

Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.

Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!

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Business Marketing

This new Chipotle location will be fully digital

(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.

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Chipotle exterior, possibly moving to a fully digital restaurant space soon.

A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.

To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.

The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.

It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.

Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.

As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.

For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.

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