PyroMarketing Video Overview and More

This is a 4-minute video synopsis of PyroMarketing adapted I speech I gave to the American Magazine Association in Puerto Rico. You can watch it here by clicking on the video window and then the play command.  You can insert this video into your own blog or webpage by going here and clicking on the appropriate link.  On the right side of the page you'll see a section like this. (click to enlarge image)

Radio and Records
I'm speaking at the Radio & Records Christian Summit this Saturday November 11, 2006.  I hope to see you there.  I'll post the PowerPoint from my talk to my blog over the weekend.  You are welcome to use it if it helps you in any way.

User Generated Video
User Generated Video (UGV) will reach 31 billion views in 2006, up 429% over 2005 according to a research report from Accustream imedia research. This news comes just as Dove announced that the 75-second clip it posted on YouTube drove three times more traffic to its www.campaignforrealbeauty.com site than the television commercial it ran in last year's Super Bowl.

The audience searching for your product is far more important than any audience you target--especially in a viral world.  Make a relevant message accessible and people will find it.  Make it compelling, and people will forward it to their friends.

The Ole Dinner Bell
I was having lunch at my favorite "meat and three" restaurant the other day when the owner locked the door, rang a dinner bell loudly, and announced he was buying lunch for everyone currently in the restaurant.  There were about 120 people there at the time and assuming each meal cost about $8 (it's an affordable place) the promotion cost him about $960 at full retail.  His actual cost of goods was far less.  He understood that each person's promotional potential exceeded their purchase potential and exchanged the profits from that day's lunch hour for the word-of-mouth his satisfied customers would surely spread.  What a great way to fan the flames.  The place has been packed ever since.  Spread the fire.  GS

Comments

[Brandilyn Collins]

Hey, Greg, nice video. And you present well. (Not that I thought you wouldn't.) But I spent the first half of the video laughing at myself. Because of your close-up photo on this blog, I'd assumed you were bald on top. "Wait, wait! The guy in the video has hair!"

Okay, I write suspense, so I live in a world of subtlely pushing assumptions into readers' heads, then turning those assumptions upside down through twists in the story. But now I'm thinking about assumptions in advertising--how one photo of you made me think of you in a different way than what you really are. Hm. Good thing? Bad thing? So, Greg, where could you go with this...?

[Greg Stielstra]

Under promise, over deliver. GS

[Phil Roberson]

Greg, I saw the mention of your favorite meat and three, The Ole Dinner Bell. I enjoy that one, too, although I have not been there in a while. I need to get back over there soon!

If you like checking out Meat and Three's, you and your blog's readers might be interested in this. Born from many lunch meetings with my former co-workers, I started an online directory for Meat and Three's: http://www.meatandthree.com

I also started a related blog that is focused more on the history (and stories) of individual Meat and Three's. It's at http://historyblog.meatandthree.com

If you have any stories you'd like to contribute, let me know. You can reach me at phil@meatandthree.com.

I look forward to checking out your Pyromarketing material - it looks great from what I have perused so far. I am here in the Nashville area, by the way. Take care.

[Greg Stielstra]

Phil,

I moved to Nashville from Michigan about a year ago and the Meat and Three restaurants may be my favorite part of the south. Well, that and the sunshine.

I love your website because it illustrates a couple of important points that are central to PyroMarketing.

1. Homophilly: People of common knowledge or interests tend to associate and no topic is too obscure. Here the common interest is good home cookin'and waitresses that call you "sweetie."

2. A niche narrowly defined is still large. Too often marketers try to "broaden the market" by diluting their product or promotion hoping to appeal to more people because they fear their niche doesn't include enough folks to support their sales. But on a planet of 6 billion people even a narrowly defined niche is still huge. Most people wouldn't think fans of Meat and Three restaurants could support a website, but you prove otherwise.

Thanks for your great comment. Spread the fire. GS

[Ed Brenegar]

Greg,
Thanks for the video. I've posted it to my blog at http://edbrenegar.typepad.com/leading_questions/2006/11/pyromarketing__.html

What you point is a part of a larger set of ideas that function together. It isn't just about marketing. But also about relationships and networks and how leaders work in a contemporary environment. Thanks for your insights.