While technology has made it more difficult to build one’s brand by spending lots of money, it has made it a lot easier to build a brand while spending no money.
Let me show you how the owner of a garage door company where I work has turned an ordinary problem into a $0 cost brand building bonanza.
Here was the problem… everyday he would get a ton of phone calls for garage door problems that did not really require a garage door technician; like changing the battery on the remote. Not knowing this he would send someone out who only needed to change a 9-volt battery and charge a service call.
Here lies the problem. People resent like hell having to pay a service call for things like that and so the reputation of the business suffers. And the business LOSES money, because the service call charge can’t cover the cost of the technician, gas etc.
So, a series of videos was made on how to solve simple garage door problems and they are distributed in 2 ways: via the website and by video email.
We feel that any marketing should use nice packaging and giving something away shouldn’t be any different. Nice packaging makes the solution more credible so more people will use it and more people will pass it on. Here is a picture of the how the video email looks when being viewed by a “customer.”
The video is optimized to load and play in that format and its container is optimized so the customer will remember the name of the garage door company that helped them out.
You’re probably thinking this is all well and good but will this really effect the way people think and talk about a business. I’ll let you be the judge. These 2 testimonials came in just hours apart last Friday…
Thank you very much for your assistance in “fixing” my garage door today. Your explanation as well as the helpful video certainly helped me to solve my problem. So far, all is well and my whole family is thrilled. Your diagnosis over the telephone and your honesty are certainly appreciated in today’s world. Thank you for listening to me and taking the time to help me.
I will certainly remember your company and refer you in the future.
I was moving some stuff around the garage the other day and inadvertently moved my son’s bike right in front of one of the eyes. I moved the bike and we’re go to go.
Thank you so much for helping me to avoid the cost of a service call. If in the future I need anything done on my garage doors you’ll be the first one I call. Great customer service.
How often does someone say that a garage door company rocks?
Now, all that is left to do (I’ll use the words of Seth Godin) is to amplify these voices.