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How an Entertainment Strategy Helps You Cut Through the White Noise - adtechsolutions

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How an Entertainment Strategy Helps You Cut Through the White Noise


This week’s handyman is always up for a party, and he’s got the receipts to prove it.

Chandler Quintin, CEO and co-founder of Video Brothers, but upside down

“The funnest brand in the world hired us to make them fun,” he grins. “We’re certified fun and we can prove it.”

Example: when i asked chandler quintin for an interview i failed to mention what (i would have blamed my brain on monday but it was thursday) and he still made me laugh and gave me more insight than i could cram into this blog.

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Lesson 1: Have a party strategy.

“People are subject to marketing all day long, whether they ask for it or not,” says Chandler Quintin. I immediately think of looking for a mute button on gas pump that’s advertising for me. Is no place sacred?

“If it’s at least interesting to watch and ticks the ‘Hey, I didn’t mind seeing that’ box, then everyone’s life will improve because we won’t be so inundated with boring stuff.”

Quintin fully believes we are at what he calls “the peak of white noise across most platforms.” (And that goes double for you B2B marketers.)

Are you using an ad blocker? Does your thumb have a lightning-quick “skip ad” reflex? Are you viewing sponsored posts on LinkedIn? Well, so does the audience you paid so much to reach.

Quintin believes the best way to break through the white noise is to make content fun – and one day soon marketing departments will have entertainment strategies the same way we now have editorial strategies.

“Now, I want to clarify that when I say entertaining content, I’m not saying everything has to be funny.” Funny is only one kind of fun, and fun looks different for different brands.

Gives an example campaign Video Brothers created for an outsourcing company. On the entertainment scale, outsourcing usually ranks somewhere around a popcorn kernel stuck in the gum. Quintin and his team created an ad package that focused on banishing the word “outsource” as a swear word. By tackling the outsourcing taboo head-on, their ad stood out from the competition, who danced around the topic.

People are subject to marketing all day long, whether they ask for it or not. If it's at least interesting to watch, then everyone's life will improve because we won't be so inundated with boring stuff.

But he stresses that the key word is still “strategy” – you need a comprehensive plan for a well-connected marketing campaign based on audience insights.

“It’s not just about creating one top-notch piece of content and relying on it, builds a strategy around entertaining content.” The outsourcing series, for example, is built on direct knowledge of customer attitudes toward their industry.

“Think less about marketing and more about the people on the other side. What could they be interested in?”

Lesson 2: Think less about marketing and more about people.

For Quintin, good marketing is based on people.

Even if you’re B2B, you’re not actually selling to a company, are you? You’re selling to the CMO, the director, the manager — and, contrary to the jokes, these are people.

And the thing about people is that they don’t think about your great new feature. They’re thinking about meeting deadlines, what’s for lunch, or getting the kid to band practice.

“A lot of marketers focus on the product, the features, the benefits, everything that their product or service can do,” says Quintin. “And, 9 times out of 10, the audience is just looking for pain to be addressed. They don’t get excited about this new integration.”

For most businesses, this means not leading your brand or even your product or service. Instead, lead with something your customers can relate to… then connect the dots with your product or service.

And, bringing it full circle, that’s also how you’ll find entertainment value.

“When you look at what kind of pain your audience might have — that you’re addressing — there’s probably some humor or something clever about that pain, right?”

Lesson 3: Connect with people who engage with you.

While you’re busy figuring out how to connect with your audience, don’t forget to actually connect with your audience.

“The first thing you can do to maximize the budget you’re spending is to simply engage with the people who interact with you.”

And he’s not just talking about reactive engagement, such as responding to messages on social media or responding to emails. That goes without saying. It’s about proactively reaching out to the people who interact with your business presence. Sam Quintin sends a message to anyone who views his LinkedIn profile or watches a video he posts.

“We’ve booked almost 80% of our calls simply by interacting with people who engage with us instead of going to our website and filling out a form.”

The first thing you can do to maximize the budget you spend is to simply interact with the people who interact with you.

I am also a living witness of this tactic. Thursday morning, I drink tea and cruise LinkedIn in search of marketing masters. (I’m doing it for you! Well… not the tea. It’s for me.) A few minutes later, Quintin sent a text me asking for help because he was upside down. (See main image above.) Friday morning, we schedule an interview.

Quintin admits it takes effort.

“It takes a lot of time. There may be some ways to automate it. But at the end of the day, I think people can kind of see through automation. Especially when you’re trying to make an authentic connection. The measure for that is: Just be authentic. Be a human being.”

But the return is worth the effort.

“If you only have $1,000, you’ll be able to turn that $1,000 into a power of five or 10,000 if you just go that extra mile and engage.

During our interview, the conversation kept coming back to two points: being human. And have fun. It seems to be the soul of Chandler Quintin, who smiles as he spouts the moral of our story:

If you commit to creating entertaining content, “the worst thing that can happen is that someone remembers your brand.”

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