What can marketers learn from the WestJet Christmas Miracle video? How can you coax buttoned-up executives to get on board with some playful improv? What’s it mean to give “generous content gifts”?
A few show highlights follow.
1. A Heartwarming Story Paired With Powerful Brand Storytelling
WestJet won Christmas this year, at least from a marketing perspective.
WestJet’s Christmas Miracle video — wherein a purple-clad Santa stuns an airplane full of passengers by making their wishes come true — has attracted more than 23 million views on YouTube and plenty of social media love for the small Calgary-based airline. (Had you heard of WestJet before last week? I hadn’t.)
Most importantly, the video is completely on-brand with the airline’s bigger story of a fun, friendly, caring culture that WestJet VP Richard Bartrem articulates here.
2. Humor as an Emerging B2B Marketing Trend in 2014
Tim recently produced a series of videos Cisco made at its CIO conference in Orange County, and here he shares the back story of how he pulled it off, and why it worked so well.
“You create an opportunity so it’s a good thing for them,” he says. “I was so surprised at how playful everybody was.”
3. Planning for 2014: Give Your Customers a Gift
“How can you delight your customers? How can you surprise them?” As I talk about all the time, we need to relentlessly and continually focus on our customers and think about things with extreme empathy. “Extreme Empathy” sounds like a reality TV show, but it really just meant to get out of our own heads, and into theirs.
Your content marketing doesn’t always have to be funny (like Cisco’s). It doesn’t always have to be an expensive and complicated (like WestJet’s). But it must maintain a generous mindset: “How can we give them a gift?” (Even if that “gift” just helps them make a decision or explain things more clearly.)
Humor and surprise and extreme empathy can be your differentiator in 2014. So now is the time to start planning.
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