Know-How Exchange : Other

Hi Don,

I'm from the video industry myself, so I know firsthand some of the pains involved in building up your client base. Being that you're targeting B2B, I'm wondering if you're focusing your efforts on a specific B2B segment? Are there certain pain-points you're familiar with when it comes to hospitals for instance? If so, then I'd try to incorporate that into any advertising material you put together for them, and actually 'show' how your video services can help.

It's often about more than choosing just the right medium to reach your audience, but about sending a message that really speaks to a need (or want) that they have. With that being said, Direct Mail might be a good way to deliver that message because it would allow you to know who will be receiving it, and can include a short 3 minute demo video that speaks to the points mentioned above. And be sure to include a call-to-action at the end of the video, telling viewers what next steps they should take (by directing them to a url where the first 10 respondents get a free, no hassle, consultation - for example).

If you take the time to focus on creating highly relevant ad content for specific B2B segment(s), you'll be able to re-purpose much of that content for use in other ad delivery formats or channels too, if Direct Mail doesn't get the results you're after.

But a DVD in the mail (and from a local address!), certainly has a better chance than a lot of the other options I can think of... so good call Don, and Good Luck!

I know this is a different philosophical approach, but I've found it to be more effective for landing new clients than the shotgun approach you're considering.

Instead of mass mailings (whether print or video or both), why not identify one or two of the companies you think might be good prospects -- based on their industry, their other marketing activities, etc. Then research that company (or those two companies). Develop a compelling presentation of what you think their problem is and how you can solve it better than anyone else.

If you learn that they were not really such an attractive prospect, you can try another company. But your efforts will go into the in-depth research and presentation of a very specific/targeted solution for a single client, rather than a generic possible solution for dozens (or hundreds) of not-so-interested clients. It's the rifle-shot approach instead of the shotgun.

I have found that the ultimate closing ratio is higher if I do an intense job going for a single client than a "generic" appeal to a large and ill-defined group of [non-] prospects. It's like a personal message compared to spam. (Which is more effective for companies trying to sell YOU something?)