Free to Brand Entertainment
Chanel tells a romantic tale in this 2:22 video entitled Night Train. It’s a familiar story, the same one Chanel’s been telling generation after generation.
No longer constrained by rigid 30 or 60-second ad models and fee-based, one-view, network television slots, Chanel is free to produce branded video content in various lengths and portable formats. They can post that content across an array of distribution channels on the Internet, free of charge—just like every other brand, large and small. And so can you.
There are a million ways to market a product.
But I suggest you not try all of them.
-Tim Siedell, @badbanana
What Price Value?
Quality content and production values still count if you hope to engage your audience and rise above the 10 billion monthly YouTube views. Expertly filmed, cast, scored and produced, the Chanel video is classic branding aimed at maximizing emotional engagement and memorability—right down to the final love-to-logo-to-product-morph brand punctuation.
But proper distribution and promotion still rule the day. Television provided an expensive, reliable, direct and proprietary fee-based conduit to customers. And while today’s brand marketers are blessed with many relatively inexpensive options to reach their audience, they also shoulder all the responsibility and cost of standing out amid a crowded inbound and social media marketing free-for-all.
What Price Strategy?
This multitude of options places a premium on integrated strategies even for the Chanels of the world as they compete with every brand under the sun, including yours. Of course, not every brand benefits from an opulent brand equity, a product men love to smell and women love to wear.
But Night Train’s nearly one and a half million YouTube views (as of this posting) is a testament to how proper storytelling, tagging, product planning, positioning and promotion strategies are still the best way to create real value out of an ocean of on and offline marketing and medium options.
Videos, blogs, SEO, email, podcasts, microblogging, fan pages, micro-sites, proprietary online communities. As you plan your next marketing foray, don’t neglect the benefits of integrated strategy, planning, creativity, content and production values.