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November 26, 2003
How to get true believers involved
Want to get your most passionate and talented members of your customer community to show, literally, what they believe? Ask them to create a video.
The MoveOn.org Voter Fund recently launched a political advertising contest asking its "customers" (those who would like to see someone other than Bush in the White House) to create a 30-second political ad. Move On has employed celebrity judges including Jack Black, Margaret Cho, Michael Moore and others to pick the winners, which will be broadcast on national TV in early 2004.
The proliferation of easy-to-use and inexpensive desktop video editing programs (I'm playing with the $99 Pinnacle Studio 8 and like it a lot) makes it very easy for customers to document their passion for your product, service or cause. In the customer evangelism model, it's the trusted word of customers that becomes the most effective marketing vehicle for high-octane, grassroots growth.
Does your company have a "show your love" customer video campaign or contest? If so, email me at ben AT customerevangelists DOT COM. In a future blog entry, newsletter or MarketingProfs.com column, perhaps we'll feature organizations that have their own "show us your love" video programs.
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