I participated in a great debate in a client's office recently over a marketing video that was created.
Our team created 3 humorous videos about how disjointed systems and old data lead people to “guess” at their numbers for the business. One of these videos was deemed by some to be a little too risqué (read: inappropriate humor) for general consumption and was set to be canned. Having a fairly risqué sense of humor myself and not being one to blindly accept decisions I disagree with, I chose to use data to support my case. Here is how it went...
I was a presenter at the recent Collaborate 2016 conference. I had 5 sessions (including an encore because we exceeded capacity) which essentially gave me a captive audience of hundreds during the week.
I set up a poll and, with much sweet talking, convinced my marketing guru to give me a link to the top secret video. My sweaty palms teed up the content. I figured out how to hold up the lavalier mic to my PC to painlessly get the audio into the room. I pressed play and held my breath waiting to hear the response from the audience.
Was my sense of humor so twisted (and British) that my perspective was skewed? Was a roomful of accountants, analysts and IT geniuses more classy than me? Thirty seconds flew by but it didn’t even take that long to get my answer.
At 15 seconds in, there was chuckling.
By 25 seconds, there was uproar.
My only let down was that the laughing was so loud toward the end that they missed the final joke (hint: burrito day!).
Poll results showed that over 90% of attendees were just as entertained by this video as I was and my data VINDICATED my questionable taste! So, thanks to all of these attendees, the masses may now enjoy this video.
Here are the four important lessons I learned along the way:
Be creative in how you showcase your brand and products.
It can be worth stepping outside the box for something you believe in. I loved that video!
Data can prove a case better than any personal opinion. I am only a little offended that my word didn’t carry enough weight on its own.
Be prepared to compromise. In the end, the video did make it to our website but under a banner that says, “Explicit.” It totally isn’t that bad in my opinion but I am always trying to improve my “know when to stop arguing” skill.
Data can prove a case better than any personal opinion.
And why did this whole thing even matter to me? I am a champion for marketing, sales and products (WHOLE COMPANY SELLING) and we have a team great marketers. Plus, it was just a stupid video, right?!
It mattered to me because this video really is that organization as a group of people. They are irreverent and funny. They laugh a lot and are equally happy to make fun of themselves as they are to laugh at each other. They appreciate irony and sarcasm as art forms. And these are things that I LOVE about this client. I wanted their customers and future customers to know them as they really are.
I am only disappointed that I didn’t get asked to be the woman in the stall. I could have totally done that.
Without further ado: here is the video that sparked a revolution that was answered by data. I hope you enjoy it as much as I do!
http://hubs.ly/H02L6pS0 -- this link has the "explicit" video and the others that were funny but not controversial.