In my last post, I wrote about a study I had read about the importance of B2B branding called, “From Promotion to Emotion.” I was pretty excited to see that Mike Miller, Director of Business & Industrial Markets for Google, was presenting the findings from the study during the pre-conference sessions at BMA14.
Miller reiterated the point that business buyers who connect emotionally to a brand are two times more likely to consider a purchase. The crux of his presentation, however, was about using video to make that emotional connection. It’s no secret Google bought YouTube, so some might question his motives. However, the study showed that the use of b2b videos increased unaided brand awareness by 50% and buyers who watch those b2b videos are 86% more likely to purchase from that brand.
To illustrate this point, he used a video that was made to demonstrate the precision and stability of Volvo Dynamic Steering that featured Jean Claude Van Damme. If you haven’t seen it, you can watch it here:
This was considered a success story, Miller explained, because (as of the date of this blog) the video had 72,868,692 views and has been spoofed countless times, by the likes of Channing Tatum (directly) and Chuck Norris (indirectly). According to Miller, these spoofs all count as brand awareness and Tatum’s spoof alone has been viewed over 14 million times. My colleague, Pat, has a conflicting point of view on that, which you can read here, but I get excited seeing b2b brands do cool things that are shared beyond just the industry. Because, said one speaker at BMA14, b2b doesn’t mean boring-to-boring.
Here’s one last example from FedEx. Yes, I cried.