Video University: Video University Forums: Marketing & Business: Marketing


Home	Free Library	Store
Free Catalog

Save with a Two Year Membership

To post in the forums see the Forum Guidelines.
Join or Renew Today.
New Benefits for all VU Members

Forum Guidelines and FAQ
Main Index	Search Posts
Who's Online	Log In

Home: Video University Forums: Marketing & Business:
Marketing - Active or Passive?

corelann
Enthusiast

Apr 26, 2007, 6:41 PM

Post #1 of 7 (4779 views)
Shortcut

Marketing - Active or Passive?	Can't Post

I suppose you could say there's basically ACTIVE and/or PASSIVE marketing. I'd say a listing in the Yellow Pages is passive while you sit there waiting for the phone to ring (though some might argue that having taken the "action" to buy the listing might negate that interpretation).

On the other hand direct mail would be active because you specifically target individuals based on some facet of the services or products offered, and likely ask for a response - "CALL NOW!" for example.

How many of you are active marketers? Passive? A combination of both with emphasis on A or P?

In what way? Is it working? Why? Why not?

Care to share any specific active/passive marketing strategies?
"Your quality of video productions and integrity are unsurpassed!"
David R. Curtis

(This post was edited by corelann on Apr 26, 2007, 6:43 PM)

hlanden
The Dean / Moderator

Apr 30, 2007, 12:25 PM

Post #2 of 7 (4727 views)
Shortcut

Re: [corelann] Marketing - Active or Passive? [In reply to]	Can't Post

While I don't do wedding videos, I do lots of marketing and I can tell you you can't just rely on one or two strategies or techniques. You have to use them all and track the results as best you can. And you should always be looking for new ways to market. When it comes to marketing, you have to be proactive.

Hal
Just my one cent.
I'm saving for a rainy day!
Professional Video Producer course

krissimmons
User

May 5, 2007, 9:22 PM

Post #3 of 7 (4645 views)
Shortcut

Re: [corelann] Marketing - Active or Passive? [In reply to]	Can't Post

I have MAJOR success by finding opportunities for prospects to sample our services at no cost to them. I'll find a non-profit event that has several sponsors with which I'd like to do business with. Then, I'll offer to videotape/edit the non-profit's annual meeting, event, whatever pro bono....and provide copies of the video on CD or DVD to the non-profit and all the sponsors. Once the sponsor sees how your services were used to capture the non-profit event, they'll have a more clear understanding of how they can use your services in their businesses. After the event takes place and the sponsors have their copy of your video in hand, you need to contact all the sponsors to request a meeting to discuss your capabilities and how you might be able to help them.

The key to succeeding with this strategy is distribute the video within one week after the event takes place. You want to get your work in their hands while the event is still fresh in their minds. If you take longer than a week to distribute the copies, the odds are good that they have already moved on to other things and your momentum is lost.

This technique works beautifully when pursuing corporate business. I'd imagine it would be just as effective when pursuing wedding business as well. By being the videographer that puts the free event video in their hands, you'll be the first in line to sell them anything you want to sell them while your competitors are left outside in the cold.
____________________________
Kris Simmons
Executive Producer & CEO
Fire Eye Productions, Inc.
http://www.FireEyeMedia.com

corelann
Enthusiast

May 9, 2007, 10:17 PM

Post #4 of 7 (4606 views)
Shortcut

Re: [krissimmons] Marketing - Active or Passive? [In reply to]	Can't Post

While I used "active" and "passive" very loosely in my original post, it has been pointed out to me by self-professed experts (on another forum) that such terminology is incorrect, as well as "the fact" that advertising and marketing are two different animals.
Semantics aside, my primary intent here was/is to garner input such as that from Hal and Kris, supporting the principle that putting personal/physical effort into your marketing strategies will result in far more return for the effort than simply sitting back and waiting for the phone to ring, or a knock on the door.
And, while advertising and marketing might be "different" in many ways, they are complimentary strategies that both support the concept of, well, "marketing."
I was hoping that in addition to telling me if any of you do NOTHING, or SOMETHING to get business, some of you might share what you DO, that has worked for you - notwithstanding those who have a book or program they prefer to advertise and market that shares such insights.
"Your quality of video productions and integrity are unsurpassed!"
David R. Curtis

d'oh!
User

May 27, 2007, 12:48 AM

Post #5 of 7 (4472 views)
Shortcut

Re: [corelann] Marketing - Active or Passive? [In reply to]	Can't Post

..anyone ever try cold calling for business?? i have a friend who's a business coach / business speaker who says I ought to devote X hrs a day to making X number of cold calls..

I'm not real keen - it's not really me, but I have found that approaching schools re fomals coverage (like Prom night) has worked pretty well for me.. certainly better than last year when i did a couple of emails only..

.
Australia, Australia, Australia, we love you.. Amen.

krissimmons
User

May 27, 2007, 2:03 AM

Post #6 of 7 (4469 views)
Shortcut

Re: [d'oh!] Marketing - Active or Passive? [In reply to]	Can't Post

Cold calling IS NOT an effective use of your time. Use the same time/energy and apply it towards attending networking functions in your area. Better yet, figure out a way to demonstrate your work to a large audience on a regular basis and you will have more leads than a year's worth of cold calls will give you.

Check out your chamber of commerce's (or similar organization) event calendar to see what meetings to go to. The key to success here though is that you be consistent. Just like advertising, you can't go a few times and expect results. You have to go so often that people expect you'll be there each and every week/month. This is when you will see some real benefit to your marketing effort. I'm sure your thinking "I don't have time to go to all these meetings." Make time or your business will suffer.

The fact that you said "Cold calling isn't me" means that you will be absolutely miserable if you spend x hours a day doing it. There are better, more effective ways to promote your business. As I mentioned above, networking is by far the best based on my 10 years of experience in this business. Good luck!
____________________________
Kris Simmons
Executive Producer & CEO
Fire Eye Productions, Inc.
http://www.FireEyeMedia.com

d'oh!
User

May 27, 2007, 4:04 AM

Post #7 of 7 (4461 views)
Shortcut

Re: [krissimmons] Marketing - Active or Passive? [In reply to]	Can't Post

thanx for the advice Kris..

I had read about joining the chamber, but got sidetracked and forgot about it..

I do believe that this would work.. i can see that it would be similar to my experience with wedding video.. I get most of my leads through people I know..

.
Australia, Australia, Australia, we love you.. Amen.