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How One Company Conquered Video

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I had the opportunity to speak at one of my local boards this week at their RPAC Fundraiser. I sat next to one of principals from Coldwell Banker Premier Real Estate in Berlin, Connecticut. Bob Fiorito has created some create videos for his company and his agents. You can see them on Youtube Channell called Youtube.comcbpremoves. I asked him how the process happened and he was very willing to share. A shout out to Bob, thank you. He hired a local video company called Mazzarella  Brothers and they came in with a green screen, and charged each agent $300 for a 45 second video they can use . . . everywhere. At first everyone was squeamish about the cost, but Bob reasoned, “my sales associates pay for ads all the time that are seen once. If they really added up all the money they spent they would see this was a great return on their investment.”

The video company took scripts from everyone and rewrote them. Everyone was nervous about getting in front of the camera, but then out came the teleprompter, and everyone revived!

What convinced them to make this big investment was that video is where everything is going. And . . .people like to do business with peopel they like. And if you see and them on video they may just like you a little bit more!

They also did interviews with their agents and will their vendors and affiliates as well. Check them out!

Amy is a national technology speaker who can inspire, train and help people implement technology strategies into their business. To find out about her training, coaching or webinars visit her website at www.amychorew.com

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21 Comments

21 Comments

  1. Joe Zekas

    September 27, 2009 at 12:18 am

    Judging from the view counts on YouTube, these videos were a waste of money.

    No surprise – who wants to watch a talking business card?

    For what I think is a far more effective Realtor use of video, see the channel we just created for a local Realtor:

    https://youtube.com/streetervillerose

  2. Vincent Socci

    September 27, 2009 at 12:44 am

    Thanks for sharing the article, Amy! Congratulations to the CB Premier team in Berlin for the great videos… very impressive!

  3. Glenn in Naples

    September 27, 2009 at 8:11 am

    IMHO – videos will be used more extensively in the future as the fear of the camera becomes less or people are forced in the video world.

  4. Fred Romano

    September 28, 2009 at 3:04 pm

    Seriously now… these are some lame videos. What a waste of marketing money. I can’t imagine any buyer or seller being interested in this.

  5. Bob

    September 28, 2009 at 3:29 pm

    “And if you see and them on video they may just like you a little bit more!”

    How is anyone going to see them?

  6. houseyourmom

    September 29, 2009 at 9:52 am

    Conquered Video?

    Coldwell Banker’s approach, while more progressive than most was likely a wasted effort. Fred’s right, these are lame. And Bob’s right. How is anyone gonna see these things?

    What Coldwell Banker should do is this:

    1. Work out a deal with Flip or Vado so that their agents could by cameras at a discount.

    2. Help each of their agents set up a Youtube account and understand how to upload videos from their cameras and do some very basic editing using Youtube’s built in features.

    3. Assign each agent a theme to video around. Examples: Neighborhood Driving Videos, Interviews With Home Sellers, Interviews With Home Buyers, Featured Businesses, etc.

    4. Give each company agent a Video Blog page featuring a youtube gallery similar to the approach on display over at PropertunityKnocks.Com.

    5. Make sure effective lead capture elements are built into these video blog pages.

    6. Promote the overall video blog site to the public via a massive Facebook ads campaign.

    The result?

    Coldwell Banker does something that would accomplish a lot more for their agents (and the company as a whole) then working out some sleazy affiliate relationship with a vendor and taking a little something more from their agents.

    Sorry for being skeptical here. But doesn’t it seem more like CB conquered their agents wallets here a little more effectively than they did video?

  7. houseyourmom

    September 29, 2009 at 10:59 am

    Just wanted to apologize for the last part of that comment. Not fair to assume their was an affiliate relationship. Instead, I should have given Mr. Fiorito props for at least giving it a go…

  8. Amy Chorew

    September 29, 2009 at 10:08 pm

    Thanks for all you comments – wow some quite emotional. If you read my post closely, you will see that I didn’t say the videos had losts of views or that they were “amazing.” All I am saying it that they are trying. they learned from their first try. I did get a response from Coldwell Banker that I want to share:

    Hi Amy. I came across your blog post about “how one company conquered video” and wanted to reach out to you about what Coldwell Banker is doing nationally. You featured one of our local companies but as a brand CB has made a huge push in online video with the creation of our YouTube channel called Coldwell Banker On Location (https://youtube.com/coldwellbanker).

    We launched it in May and thru our intranet site agents/brokers can upload video listings, agent videos, community videos and more and populate our mapping feature on our the Youtube channel. In the first 4 months, we’ve had nearly half a million visits to the channel making it the most visited real estate channel on Youtube. Also our agents have uploaded over 4,000 video listings and nearly 5,000 total videos to the channel.

    We’re pleased to see what Bob is doing in CT because it matches our national initiative. Not sure if there’s a bigger story here that interests you but just wanted to pass that along.

  9. houseyourmom

    September 30, 2009 at 9:21 am

    Cool Amy. Just hooked Coldwell up with a featured collection page at PropertunityKnocks.Com: https://propertunityknocks.com/featured-video-collections/coldwell-banker/

    Coldwell should consider building their own similar video gallery page and routing the leads generated off of it to agents who produce video?

  10. David Marine - Coldwell Banker

    September 30, 2009 at 11:53 am

    Thanks Amy for sharing in these comments what the Coldwell Banker brand is doing from a national level and @houseyourmom I appreciate your insights. It’s ironic that you mention the Flip Cam because we actually did just cut a deal with Flip to provide discount codes to all our agents across the country to get Flip Cams.

    We’re also providing training on producing video listings, agent videos and community videos. All these videos can be uploaded through our intranet site and displayed on our national YouTube page as well as be featured on the appropriate listing or agent page on coldwellbanker.com.

    A lot of the comments have referenced the content or style of the video, so while initially we were focusing on getting videos onto our site the push is now getting the RIGHT type of videos on our site. There’s a learning curve as you can imagine but we feel we’re headed in the right direction as a brand and to give our agents a unique marketing platform.

  11. David Marine - Coldwell Banker

    September 30, 2009 at 11:58 am

    I forgot to add the fact that from each agent video and listing video on our YouTube channel we drive visitors to view more details or contact an agent on coldwellbanker.com to help drive leads back to agents who produce the videos.

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Business Marketing

TINA.org is helping the FTC crack down on Kardashian-esque influencers

(MARKETING NEWS) The Kardashians are just five of the seemingly endless amounts of influencers companies are using for marketing but TINA.org is over their tactics.

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A brand could find no better influencers than the Kardashians – the family who proved that you can get famous just for, well, being famous. Each Kardashian sister has an astronomical number of followers, making them obvious trendsetters.

That’s why brands pay the Kardashian sisters – Kourtney, Kim, Khloé, Kendall, and Kylie — tens of thousands of dollars a pop to post pictures of themselves on social media using their products.

Perhaps you find it hard to believe that the Kardashians stop by Popeye’s Chicken to grab a to-go meal before boarding their private jet. Regardless, the Kardashians, and the brands who pay them to pump their products, would prefer that you believe that these endorsements reflect the Kardashian’s actual preferences, rather than the paychecks they receive for posting them.

The Kardashians have been attempting to make their endorsements seem more “authentic” by totally disregarding Federal Trade Commission (FTC) rules that require influencers to disclose when their posts are paid endorsements.

In August of 2016, Truth in Advertising (TINA.org) filed a complaint about the Kardashians to the FTC, saying that the (in)famous sisters had “failed to clearly and conspicuously disclose material connections to brands or the fact that the posts were paid ads, as required by federal law.”

After receiving a finger-wagging from the FTC, the Kardashian sisters corrected less than half of the posts, generally by adding #ad to the post. The remaining posts, according to a recent TINA.org follow-up investigation, either have not been edited at all, or contain “insufficient disclosures.”

For example, some posts now read #sp to indicated “sponsored” – as if anyone knows that reference. In another tactic that also got Warner Brothers and YouTube influencer PewDiePie in trouble with the FTC, the Kardashians are posting their disclosure information at the bottom of a long post so that users will only see it if they click “see more.”

The Kardashians have also been posting disclosures, but only days after the original post. Considering that the vast majority of viewers comment on or like posts within the first ten hours after it’s published, most of them will never see the disclosure when it’s tacked on days later.

Some of the “repeat offender” brands, who came up both in last year’s complaint and in the recent review, include Puma, Manuka Doctor, Jet Lux, Fit Tea, and Sugar Bear Hair. This time around, the Kardashians have also failed to disclose sponsorship on posts promoting Adidas, Lyft, Diff Eyewear, and Alexander Wang.

TINA.org found over 200 posts on Instagram, Facebook, and Snapchat where products are promoted without the Kardashians letting on that their raking in big bucks in exchange. The organization has notified the Kardashians, the brands they represent, and the FTC.

The FTC has recently been cracking down on deceptive influencer marketing, targeting not only the brands, but the influencers themselves.

In April, the FTC sent letters to 46 social media stars reminding them of their legal obligations to disclose, and followed up with 21 letters in September warning the influencers that they had until the end of the month to disclose sponsorships, or face legal consequences.

“The Kardashian/Jenner sisters are masterful marketers who are making millions of dollars from companies willing to turn a blind eye to the women’s misleading and deceptive social media marketing practices,” says TINA.org’s Executive Director Bonnie Patten. “It’s time the Kardashians were held accountable for their misdeeds.”

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Business Marketing

Dove dropped the olive branch with new ad campaign

(MARKETING NEWS) With any ad campaign there will be misses but take a note from Dove’s playbook and learn how to not repeat mistakes.

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Dove’s latest Facebook ad really hit the mark for whitewashing in advertising. The ad, since removed, essentially implied their soap could turn a black woman into a clean white woman.

In a three-second video on the company’s Facebook page, three women transformed into the next when they removed their shirts. The first transition caused an uproar: a woman of color lifting a brown top over her head to reveal a different woman, who is very, very white.

Although the white woman then lifts her shirt to reveal another woman with darker hair and a darker skin tone, the initial transformation is problematic in its implications of whiteness as cleanliness.

Dove has since removed the ad and issued an apology, stating in a tweet “In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused. The feedback that has been shared is important to us and we’ll use it to guide us in the future.”

Wait, haven’t we been here before? At this point you’d think skin care companies would have realized a little more delicacy is required when rolling out ad campaigns. Remember Nivea’s disastrous, short-lived “White is Purity” mishap? How about Dove’s other blunder in their 2011 VisibleCare ad?

These featured another series of three women standing in front of close-ups of skin, with the darker skinned woman in front of the “before” label, and the woman with the lightest skin by the “after” picture. Although Dove didn’t intend to imply white skin is cleaner, oops, that’s what happened anyways.

While Dove has gotten many things right in terms of inclusivity and featuring models of different racial and ethnic backgrounds, there have also been several instances of intentional racist missteps. Let’s use this as a teachable moment for handling marketing mishaps.

Whenever an ad campaign offends people, the company’s response can make or break the business. If you find yourself in the midst of a marketing crisis, you can take some mindful steps to manage the situation and begin repairing your public image.

First, acknowledge the problem and issue a genuine apology that gets to the core of what your audience is saying. Dove recognized they upset people, and instead of taking a defensive “sorry you felt offended” stance, took responsibility for their actions. Once an apology is issued, explain the original intent to provide context for the situation.

Dove meant to create an inclusive campaign featuring a diverse cast of women. Lola Ogunyemi, the first model featured in the now controversial shirt ad, has even defended the ad. She stated, “I can see how the snapshots that are circulating the web have been misinterpreted, considering the fact that Dove has faced a backlash in the past for the exact same issue. There is a lack of trust here, and I feel the public was justified in their initial outrage.”

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Business Marketing

Aori helps you pack a punch with AdWords

(BUSINESS MARKETING) Aori is the newest tool designed to help anyone using AdWords to kick more butt.

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Search ad campaign managers constantly wrestle with the best way to organize their keywords into campaigns. Most of these decisions strive to balance the time needed to manage the campaign with efficiency of campaign expenditures.

Take the SKAGs strategy, for example. The SKAGs (Single Keyword Ad Group) system is setup to trigger a unique ad for every single keyword by placing each keyword in its own group.

There’s lots of literature touting the benefits of the SKAG system. Generally, the hyper-specific match between ads and keywords improves click-through rates.

This leads to higher quality scores, which leads to lower costs for click, which leads to lower costs per conversion. The tradeoff with this system is the setup. You could be looking at hundreds of keyword groups to set up and maintain, and that’s a lot of work for a small business or startup.

This is where Aori comes in.

Their system helps to automate the process of setting up a SKAG system for your AdWords campaigns.

According to the website, the tool’s primary function is to automate keyword generation. Users enter a set of “root keywords” and common keyword extensions, and Aori will automatically generate all possible combinations of those keywords for your campaigns.

Additionally, through Aori, users can create ad templates using a “dynamic keyword insertion tool,” to enable you to utilize the strongest ad copy across multiple phrases.

In what is the least clear value point of the whole pitch, Aori also uses what they call a “unique bid-optimization algorithm.”

There is almost no detail to be found on how the algorithm works. If the tool handles all bid management for you, this could be a handy tool for PPC novices who are less familiar with the process and lack the time to learn it.

Aori appears to run cheaper than the others we know of, but that may be due to the level of automation available. For example, Aori requires the user to feed it keyword inputs, both root and extension words.

It’s also important to understand where a SKAG system can and can’t work. It is likely a better system for smaller campaigns where ad testing wouldn’t yield statistically meaningful results.

Because every keyword group targets one phrase, you can’t readily say that improvements in ad copy will translate to other campaigns.

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