Professional service firms are becoming more interested in the possibilities offered by video. But a lot of the early adopters are playing it safe with a meet and greet type of video that showcases staff for recruiting purposes or introduces the firm principal.
This video stands out because it doesn’t follow the crowd. It’s truly bizarre and funny, an unusual combination to promote a chiropractic clinic.
Does that make it a success?
Well, as I always tell my clients, you can only measure marketing success when you have clearly defined goals. If the point of this video was simply to generate awareness, it may have succeeded. It’s a lot more likely that people will watch this short and humorous piece than one that’s predictably promotional. Then again, even though there were thousands of viewers, if they weren’t the clinic’s target market, this new found awareness wouldn’t amount to much.
There are many ways to maximize results from such a video. Here are but a few, for consideration:
- Posting it on a branded YouTube Channel, with background on the chiropractic clinic, along with a link to a website for further information.
- Including a transcript optimized for search engines (assuming, that is, that your dialogue is more extensive than the comical grunts in this one).
- Going beyond being funny for the sake of funny and, strategically and creatively, incorporating your clinic’s point of difference (in this case humour encompasses a general message about the value of chiropractic services, while informative, it is not the same as dealing specifically with your clinic’s unique and valued difference).
- Creating a teaser trail by way of the clinic’s online and offline presence, as well as your referral network.
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