Last month a video got some fair coverage called "Mr. T: The "T" in I.T. Of course the star of the marketing video was none other than Mr. T himself. You can see it below.
After blogging about it, Ian Schafer was contacted by one of the people behind the video, senior director, corporate communications at Hitachi Data Systems Corporation, Steven Zivanic, and they talked about some of the strategies and reasoning behind making the video the way they did.
The one I want to focus on is when he mentions marketing to an audience outside the core industry.
The first thing to consider if we're having a hard time reaching the core market we serve, it may be better to think bigger and look outside the industry.
With this video what he and his team attempted to do was to make some noise outside the industry that would echo back into their market their core market. The idea was to get their attention on things that they may have been ignoring.
Zivanic said it this way: "PR is what you do when you're marketing to your own industry; publicity is generated when other industries take note of what you're doing. When something has such an impact that multiple industries take note, it becomes a cross-industry hit. That's publicity. When people outside of storage care about what's going on in the storage space, that's publicity."
It worked pretty well for them as the video has received so far over 147,000 views and some attention on blogs and other sources across the Internet. It got the attention of those the wanted to, and more.
This is a good idea to keep in our marketing arsenal as we look of ways to raise above the clutter. Reaching those outside your industry is one way it can boomerang back and give you what you wanted in the first place. It's getting to the same destination using a different route.
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