Welcome to the Marketing in the Wild podcast. I’m Julia from Stratos Creative Marketing, where we are obsessed with finding real-life examples of the good, the bad, and sometimes wild, in marketing.
Julia: Well, friends in Marketing in the Wild, I’m super excited to introduce you to a StoryBrand colleague of mine, John Wojtasek. He hails from Colorado, but I’ll let him introduce himself to you. So John, tell us about you, where you live, something about you and your business.
John: Thanks, Julia. I am actually originally from Lincoln, Nebraska. I moved to Colorado about five or six years ago, which is where I live now, in Denver, and for the past six years or so, I’ve been running a local video marketing agency. We started out as kind of a production house, just making videos for fun and kind of almost like freelancing, but we’re trying to grow up a little bit and so over the years, we’ve kind of developed that out. It’s called Lux Lab and Lux is Latin for light. So “Light Lab,” it’s kind of a play on, you know, lights, camera, action. Right? You need light in order to create an image, but also we like to bring light to the world and, you know, helping people understand the good things and the life-changing services that our clients do, helping them have those light bulb moments. So that’s what we do. That’s what we’re passionate about.
Julia: That’s so cool. I didn’t even make that connection about the Lux part. That’s really cool. Tell me a little bit of your backstory. Like how did you pick video? How did you choose — because obviously you and I have talked like there’s a bajillion different types of marketing out there. We don’t do video marketing for a reason, but, how did you decide that video marketing was going to be your jam?
John: Yeah, that’s a great question. So I kind of came into it backward. So, you know, your question is how did I choose video? But in a way, I chose marketing, if that makes sense. So I originally went to film school at the University of Nebraska in Lincoln. It’s actually, the school was named after Johnny Carson. I don’t know if you know Johnny Carson, but he’s originally from Nebraska, a little bit of trivia for you. So at film school, I learned a lot about scriptwriting and cinematography lighting, you know, all the principles of filmmaking, directing, producing.
Originally, even before that, I was interested in, actually, I thought I would grow up and make video games. So I’ve always been interested in just storytelling, interactive experiences, and, you know, just the idea of bringing someone through a story. And I’ve always been a huge fan of movies, ever since I was a little kid. My earliest filmmaking or movie memories involve watching Star Wars with my dad or Indiana Jones, right? The kind of classic swashbuckling adventure movies. And I was just, you know, really drawn into that and, you know, growing up, playing video games and things like that. So I’ve always loved the paradigm shifts that can happen through a really good movie, like thinking about something you’ve never thought about before in a new way, or just having your perspective shifted because you’re experiencing a story through a character, and maybe that has completely different experiences for me, whether that’s sci-fi or fantasy worlds, or just, you know, someone that’s not like me, and being able to experience them, there’s a lot of great movies out there like that. So, anyway, to make a short story long, I feel like is what I’ve done, to answer your question.
Basically, I fell in love with movies at an early age, and so I’ve always loved bringing movie magic to our business and helping like I said, customers, experience light bulb moments through video to learn about the partner we might be serving, helping them and their customers understand what they do and have those light bulb moments.
And so I only recently became a marketer I’d say, in the last few years, mostly actually, because of StoryBrand. What I love about StoryBrand is that, you know, Don takes this storytelling, cinematography, it’s all filmmaking and it’s the hero’s journey, but turn it into a marketing framework. And so for me as a filmmaker, that was kind of the light bulb moment for me was, oh, my gosh, marketing is, you know, communication is video is, you know, there’s this link and it really just opened my eyes to taking what I have always been trained in and have become an expert in filmmaking and bringing that to the table for marketing. So hence video marketing is kind of where our company has grown.
Julia: That makes total sense. And for those of you who don’t know, StoryBrand is like a framework to tell a story through your marketing. And so like really you’re right. Like Don has taken movies and like scriptwriting, all of those things and reverse engineered them.
And so it’s almost like you, John, are like, then engineering backwards. Yeah, he’s taken like the movies and reduced them to messages that we can then use for marketing. And now you’re taking those messages and putting them back into video. Yeah, that’s really cool. And for the record, everybody I’ve gotten to watch some of the Lux Lab videos and they are excellent.
And so tell us a little bit about how you use video with marketing. We’ve talked high-level, but walk us through. And for those of you listening, we’re going to include links to all of the videos we mentioned. Obviously, this is an audio format, so you can’t watch them, but we’ll include the videos so that you can check them out later. So walk us through them, John.
John: Yeah. Thank you. Well, so like you know in marketing, it’s an exercise in memorization, right. And marketing helps the customer go through that relationship journey, that journey that all relationships take from awareness, curiosity, not knowing who you are, but being interested, maybe, in checking you out, right?
And then there’s a point where it moves into an active enlightenment phase. And that’s kind of what I’m talking about with the light bulb moments, right? It’s like actually doing some of the legwork to learn more about his company, this brand. What can they do? How can they make my life better? And then ultimately, hopefully, the goal would be to bring them to a point of conversion where they’re actually actively purchasing from you or subscribing to your services or whatever it might be doing business with you.
And then another phase that we kind of tag onto the end of that is the happily ever after. Cause commitment is essentially something that continues indefinitely unless you lose their trust. So really, then it becomes the opposite, where you’re trying to maintain that trust. So specifically with video, we can create video marketing that emphasizes whatever goals or objectives you have for each of those phases in your customer’s journey. So whether it’s an awareness video, you see a lot of awareness on, especially TV commercials, is kind of just reminding people that you exist. Just showing up and having that brand awareness, right.
Geico is really good at this. I have memorized that 10 minutes could save me 10% or more on car insurance because they repeat it over and over and over and over, but that’s kind of the awareness, curiosity phase. And then we can create videos for the rest of those phases. You can kind of see how that would apply forward.
Julia: I could see that being really important too, for even your own sanity and your customer’s sanity, to be able to say this video accomplishes this goal, rather than trying to make a video that hits the awareness, curiosity, and commitment phase, because that would be a big undertaking. And so you really have to be super specific about what kind of video you’re creating.
John: Yeah, and thank you for saying that because a lot of times, in the past, this has even been a mistake I’ve made, is trying to make one video that does everything. right? That’s really, really difficult. There’s very few people can pull that off. But yeah, it’s like any other tool. You want to know what you’re using your tool for. You want to know what your goal is and then you want to use the right tool for the job. And video is like a Swiss army knife because it’s one thing, right? A video. But can be adapted to so many different uses and purposes. And there are so many benefits of video. I’m sure you’ve seen a lot of the stats that say, you know, things like bounce rate. You can improve how long people stick around on your website if you have a video on your website.
And the reason for that is obvious because if you’re watching a video, that is then taking some time to watch, right? So your bounce rates go down because people are sticking around, it also helps in, you know, search results. It puts you higher if you have videos, for like SEO purposes and things like that, you’ll show up earlier or sooner at the top of the list for search results.
So anyway, there’s so many different uses for video. It just, you know, we have to do the work of figuring out, what do we want this video to accomplish? And sometimes for awareness, that’s just as simple as views. Just letting people know that we exist, but when we try to create a video, to your point, that does everything and creates conversions and enlightens people…and when we’re trying to hit too many targets with one arrow, is kind of the analogy we use, is like trying to hit multiple bulls eyes with one arrow, you’re going to miss, right? You kind of have to commit to who you’re talking to, what message you want them to take away. And what success looks like for this particular video so that you can be, you know, pinpointing that, that bullseye.
Julia: Real quick, you’ve told me before, like what success looks like in different phases, but just for the sake of our, the people listening, especially cause I feel like every time I talk to you, John, I’m like, we should do more video. I feel like I am sold inadvertently. I’m sure people listening are going to be like, maybe I should do more video. But what would success look like? We talked about awareness, and that could be like video views. What are some other pieces of success for the other phases?
John: Yeah, so the easiest ones, I think are those first two phases. You know, awareness is just trying to get somebody in your ecosystem, get them in a relationship with you.
Video is also really good at enlightening, and this can be something like a testimonial video, right? Telling the story, telling the stories of success that you have helped other people experience. So that your strangers, essentially, who are just meeting you for the first time, can relate to those stories. So success, in that case, would be something like how long do they watch the video? How long do they stick around? If you’re posting on something like social media, are they actually engaging with it? Is the light bulb moment happening, right? Because some evidence of that might be a like, or a follow or a share, or a comment.
That means somebody isn’t just seeing this cool video and you’re stopping them in their tracks. Right? Well, that’s awareness, but they’re actually going deeper and doing some behaviors that demonstrate that they’re becoming enlightened. And then the last phase is a little more interesting because, for conversion, it’s oftentimes difficult to attribute things like conversion to a video because it, again, video lives in an ecosystem, it lives in your sales funnel or it lives in, you know, your website. So it’s a little trickier, but for something like that, you’re actually looking for ROI. You’re actually looking for, do people take the action that I want them to take? Is that high-value action happening?
And then once it does, they’re in, right? You’re in a relationship with them. So that’s why I mentioned that other phase, kind of that bonus phase of happily ever after is, okay, now, how do you keep them coming back? So you might be looking for things like return customer rate, or have they visited your website before and they’re back again, those types of things, or did you send a personalized video message to someone that maybe is a high-value client for you that, if they purchase, you’re going to have a huge benefit from that, if it’s a big contract or something like that. So that’s another place that you could use video and conversion, is trying to actually reach out to someone with maybe a Loom video. You’ve probably heard of Loom or those types of email engagement videos that you can create that are highly personalized and highly specific to try to land the sale. So that’s kind of that third phase of commitment.
Julia: Sweet. So, I have an inner debate of like, where do we go next? Because two competing questions. But I feel like one thing that would be really relevant to success is even talking about the video that you said about divine diversions, because in a way, that, maybe you would disagree with me, I almost feel like it breaks a little bit of what we just talked about because it does have a hard call to action for commitment cause it’s for a Kickstarter campaign, but it also does awareness, too. So like, tell me about that one.
John: Yeah. So there’s a couple of videos that we make that use the StoryBrand framework. So your listeners might be familiar with what that is, we don’t have to go into specific detail about those seven themes. But essentially there’s like checkboxes and if we can create a communication message, a script for your video that hits all those boxes, then that, to me, is actually checking all three. So awareness, enlightenment, and commitment. Because to your point, we’re agitating their pain upfront, right? We’re saying, “We recognize you have this struggle.” And that’s going to create curiosity when we relate our products and services to a problem that we’re solving. All of a sudden, our audience, their ears perk up, right? And they’re like, “Wait, what did you just say? That sounds like me!”
So that does create awareness. And then through that, we can earn their trust through empathy and authority and actually showing up and being the guide, right, and not saying, “Here’s how great I am. Here’s how long I’ve been in business!” but saying those types of things like, “We’ve helped others just like you.” Here’s there, that kind of testimonial type of angle.
And then to your point is actually giving them a plan. If you’re interested, here’s where we would like to go. Here’s where you will go. If you do business with us, here’s how it works. Things like that check that box and then ultimately, calling them to actually take that first step, calling them to that action.
So a lot of times what I recommend is if there’s a business that has never used videos before, we don’t worry too much about getting nuanced with those multiple videos that could serve, you know, those different phases in the customer journey. Because if you don’t have any videos, the best video you can make is one that really follows that framework, that StoryBrand, that we’ve talked about.
Julia: StoryBrand emphasizes everything.
John: Exactly. And it’s going to be a little longer though. So that’s where I would say that should probably live on the homepage of your website somewhere, kind of in your guide section of your website, lower down on the page. But then, once you get a chance to kind of agitate that pain and let them know what the stakes are on your website, then you show up with a video, as the guide, to really walk them through that whole journey and ultimately hopefully call them to action to commitment.
Julia: Yeah, for sure. And so guys, in this example, there’s a Kickstarter for a board game, specifically for a Catholic family audience, which I thought was really very nuanced and very specific, but also really engaging, even as somebody who is not a Catholic person. I, by the end, was like, wow, that actually is really compelling. It accomplished what it needed to, but it opens up with these kids going crazy. And like the mom wanting an activity that’s not phone-based and that would bring people together around the table and that could really engage all of her kids.
And so you see the problem, you see her want, right off the bat, and then they do go into testimonials. There’s even, as, like the actress, you feel like you can relate to her because she’s like pulling her hair out, going crazy. And then at the end, there is a call to action for the Kickstarter. There’s a plan for how to get involved and a beautiful picture of success, too. So we’ll link it so you guys can watch it as well. But I thought that was a really, really good one because you’re right. It does talk about all seven parts of the framework, but you guys did it with humor and like other elements that still made it engaging.
John: Yeah. Thank you. That’s good to hear your feedback. Cause obviously I’m biased and I hope we did that, but that’s awesome. Thank you. I’m glad it actually did that.
Julia: Yeah. And so that leads me to my other question. What makes a video good or bad marketing? And realizing that, like we all have our own personal opinions. Like what I might think is good, you might think is bad et cetera. But I think that there’s probably some standards of like what could be better or what could be worse. I think for me, humor is really good and compelling, and obviously, it’s not good for all video marketing, but in that particular one, you guys used humor, which made me want to watch it more. But what are some other things that you guys see as good or bad? Better, best practices?
John: Yeah. Thank you. So you’re absolutely right, because video is very much a subjective medium. Just like a movie. You might watch the same movie that I watch, but you love it and I hate it and we might have vastly different reasons for that.
So because it is this creative, artistic, medium, it is highly subjective, but I think to your point, there are frameworks. There are best practices that we can follow that I think probably are similar to what you would say, in general, works or doesn’t work with marketing.
So for example, if a video starts and is all about, me, right? I’m great, my solution is the best, I’ve been in business for hundreds of years. Right? All of a sudden you’re the hero and I’m not that interested. I want to say good for you. Now get out of my way, I’m looking for a guide, right? So I think using those same principles of what works in general, in marketing, of being clear, rather than cute, we’ve also probably seen a lot of videos that are cute. And we either are confused or have no idea what we’re supposed to do now. Like thanks, but what do I do? Who are you, you know? So those same principles apply and I would say best practices are to make sure you’re working with a marketer who’s not just going to make something beautiful or not just going to make something elaborate and creative, at the expense of actually selling and knowing what works in a business marketing context.
So, you know, I would, I guess that’s a plug for working with the StoryBrand guide, Julia or myself. I would say that those same, those same principles apply and it’s kind of the same with marketing, you know it when you see it and, when it doesn’t work, there’s probably a lot of common reasons why it’s not working that we would notice, or we would see as subjectively, kind of principles that we would apply and we would stand by. So I don’t know if that answers your question. I know that I tend to get a little theoretical. So hopefully that was clear. Yeah.
Julia: No, I think that’s perfect. So really like the key is making sure you’re working with a marketer. If you’re going to do video for marketing, make sure you work with somebody who is going to actually not just create a video, but create marketing for that video.
John: Exactly! And we say your brand deserves more than just a video because the fact of the matter is, a lot of videos can be expensive depending on, you know, if you’re not comparing apples to apples, one video might seem more expensive than another because if you’re just looking for a video, there are a lot of people who can create a video for you. Oftentimes people have a nephew or they are in film school or they just bought a new camera, but not every video is created equal, right? Because what is the purpose of your video? You deserve to work with someone who will understand what your objectives are and who can actually help you create messaging that works for your audience and for the goals that you have in mind. So that’s really what we try to bring to the table is, not just a video, “Here you go, good luck. I hope that works out for you,” but actually helping prepare you. Where are you going to distribute it? What are your plans for, you know, how will you determine whether this video succeeded or failed and really being clear about those things upfront so we can manage expectations, but then ultimately, so we can be held accountable to those things as the company that’s providing that resource for you, that we’re not just providing an expensive video and then we walk away and you’re left there with wondering, “What the heck am I supposed to do with this to make it work?”
Julia: For sure, it’s really creating videos with a purpose rather than just creating video for the sake of video, especially like in this social media world, everybody will tell you, like, video works better. Video works better, but if you’re going to, and obviously these are usually like cell phone shot videos, like not what John does. And video does — it might perform better with the algorithm. But if it’s an awful video, people still aren’t going to watch it. Or if your video is not aligned with your goals, then you’re not going to accomplish anything. You might entertain people, but what was the point of all of that time that you put into it.
John: Right. And like the example you gave of divine diversions, we actually spend a lot of time in preproduction getting that messaging right. And actually working with our clients to help them go through that framework and make sure we’re hitting all those notes in the video. If it’s a Brand script video, to use StoryBrand terms, if we’re making that specific type of video. But then we can also use that same messaging framework if for example, we will highlight a specific aspect of that seven-part framework. So for example, a company that I use as an example for this all the time is All State, and you’ve probably seen the different campaigns that they run, the different video campaigns they run. If you’ve watched TV or you’ve seen it online, one of them is they hired this actor, Dean Winters, so you would immediately recognize as the mayhem guy. Because he basically is always in a suit and tie but as in standing in the place of the problem, whatever that problem might be, and it might be because, you know, you’re dragging a grill from your tailgate and you know, or whatever it is, or because you’re posting on social media and a burglar comes to your house.
So the point is, there’s all these different nuanced ways where they agitate the pain and they talk about the stakes of failure, in the sense of what happens if you don’t have Allstate insurance, what could that open you up to? And yet they also have this tagline, “You’re in good hands.” Which is very much a guide-centric, empathetic-centric message. So even though they’re spending a lot of time agitating the pain, again, with humor, so it’s a little easier to digest, they’re also at the same time asking, are you in good hands? Or telling you with Allstate, you are in good hands. So it’s very much hitting two different notes that together harmonize to create that effective message.
So that’s what I mean by, we can either make a video that’s kind of your brand story and just put your brand story forward. This is what we want to communicate as a brand, or we can create that communication framework so that we can hit the right notes at the right time, the way Allstate does. Something more like that.
Julia: For sure. And yeah. And we’ll put in the show notes again, like both of these, you’ll see the brand script ones John’s given us his for Lux Labs and you can see the entirety of a message. The other one that I liked about just the element is the Gerber Knives. Both. Here’s a, here’s a different plug, but if you ever want to go to a StoryBrand workshop, the best part is the commercials.
So they will show commercials for each section and then Gerber Knives is always one of my favorites, right? It highlights only one of the elements, not the entire brand script story. Tell us about that one, John. What do you like about it?
John: I love this commercial because it is very abstract. And so for some businesses, if you really want to create a sense of the aspirational desire that your client has and who they want to become, that’s very, not vague, but it’s heady, right? It’s theoretical. It’s a concept of calling you from the place that you are in to a different place and kind of presenting what that might look like. So in the Gerber Knives video, it’s very much a commercial for knives. You see knives throughout the whole thing, but in various scenes, there are basically these presentations of masculinity or of this kind of grittiness. I think the commercial is black and white if I remember correctly. So it’s very visceral and you see textures and you feel kind of this sense of the aspirational want in an abstract presentation, but there’s also language that is sort of calling you to this aspirational identity. So it’s very effective. Maybe there is a brand who says, you know, I love humor. I get how that works. I get that’s effective, but also we just want to present a value that we stand by or, you know, an aspiration that we help our clients become. And this can be a very effective way of using video because with video, again, you can be transported, or through the juxtaposition of different contrasting images, you can tell a story that calls people to those higher value. And this is a really effective way that filmmakers create movies and use these same principles, but that you can leverage for your business in order to really create and call your audience to a higher value or to a place that you know that they aspire to be. So yeah, that commercial does a really good job of doing that.
Julia: For sure. One thing that I really like about that commercial is that it, to me, to your framework, it hits to awareness and enlightenment. But it also, I think, hits that happily ever after phase where, when you watch this commercial and you guys should all go and watch it, you feel things. And you feel this almost loyalty, maybe, or desire, like where it evokes something so much deeper than just like a mental, “Oh, I want that knife.” It evokes like, I want to be that sort of person. And I think that when a brand can do that, like they’re going to capture people’s hearts for the long run, because they’re not just saying, “Hey, you need this knife.” It’s like, “Hey, we want to help you be this person.” And so that’s one thing that I really like about it.
Tell us about, just a last piece, before we hit one of your favorite ones, but testimonial videos, which is another part of, for those of you familiar with StoryBrand, is part of like the authority. It helps you, the way I put it is, it’s kind of like people get to brag about you without you bragging about yourself. And so tell us when testimonial videos are effective.
John: Yeah. I think this is super effective. Like a lot of times what we use testimonials for is when the client has a captive audience. And what I mean by that is maybe, an annual event. Or a gala where, you know, your audience is literally butts in seats and they’re not leaving. They’re not walking away. You really can take your time and tell a story and unpack a story. That’s the transformation that one of your clients has experienced.
Another way that we use this, just on your website, you could chunk out individual testimonies and maybe put them out on a regular basis as well. But the idea is to, like you said, to transfer trust, transfer that authority because if I, as a consumer, am seeing someone like me, and I don’t mean literally, you know, skin or anything like that, but like, has gone through something that I am currently going through, a problem that I’m experiencing, a pain that I’m experiencing and has come out on the other side, then I am, it’s almost like word of mouth. It’s leveraging the same power that word of mouth referrals leverage, and just basically creating trust in your audience without you necessarily sitting down in a sales meeting or something and presenting your case, you know, to your point.
So testimonials are really powerful in, to your point, of just telling how great you are, but through the stories of the lives you’ve changed rather than, you know, don’t take my word for it. That old infomercial kind of phrase. It’s using that power and leveraging that for your business.
And so I think this is a great way of both creating awareness, but especially creating enlightenment, those light bulb moments, because your audience gets the chance to see how someone else has used your product or service and come out the other side. So they can rest assured that if they take the first step and engage with you, they will also come out transformed as well.
Julia: I think video is such a compelling way to do it because I happen to be married to a person who reads all the bad reviews and assumes all of the good ones are made up. He’s going to hate me when he hears this. But I think there’s something about having a video testimonial where yes, it could still be an actor, but it would take more effort to create something that was fake and that by seeing the person. Well, you said they don’t necessarily have to actually physically look like us. If they have gone through the same problem and found a solution, we can relate better to them than we might be able to in a written format or any other format.
John: Yeah. And one of the great reasons that video is so powerful is because of that multi-sensory experience that you’re talking about. So when I read copy, I am just reading the words, the raw data, right? The information. But when I hear someone’s tone of voice, or maybe they’re getting emotional about it, like if it’s a really significant problem that they’ve overcome, they might be getting emotional and something like 70% of communication is non-verbal. I know it’s a vast majority of our communication, as human beings, is non-verbal. So when you’re watching a video, not only are you hearing the raw information communicated, but you’re also feeling the tone and the emotion and, you know, engaging at a more human level with that content. So it’s, it just elevates those beautiful words and that beautiful experience that your customer might be sharing. It elevates it to the next level, just so that it has that much more power when it’s communicated to your audience.
Julia: So, let’s wrap up with one of your favorite video campaigns. John told me about this before, when we were first planning on talking and I watched it and was like, this is so creative. Like, so I’m not going to spill the beans. John, tell us about this Superbowl commercial.
John: Yes, so I still argue that this is maybe the best Superbowl commercial or campaign that I’ve ever seen, because if you were watching the Superbowl, I believe it was 28. It was kind of in the height of like Stranger Things, and David Harbour is this kind of, you know, I don’t know he’s still been in things, but he, it was kind of the height of that.
So David Harbor shows up in these Tide commercials. And essentially they led with, early on in the Superbowl, they led with a commercial where they established the premise. The premise is that David Harbor, this actor, is in all of these different types of commercials that are Tide ads. And the way that he points out is, well, look, the clothes are clean. It’s a Tide ad! Even though it might be in a bar or in a car or these different product commercials that you would expect to see during the Superbowl. But then the genius comes in as, well, throughout the entire Superbowl, you’re now thinking about Tide anytime you see a commercial, because then they peppered in these little, like smaller versions of this Tide ad concept throughout the entire Superbowl.
So you’d be watching a car commercial and wondering, is this actually a commercial for Buick or Lincoln or something, or is David Harbour going to pop up and it’s actually a Tide ad? So I referred to it as a kind of commercial inception because you’re actually using other people’s ad space and their airtime. But your, you know, your audience is thinking about Tide. So essentially, and the, the genius of it also came in as they hired the Old Spice guy that you would recognize. So literally the way that one of the commercials opens is you are watching the actor who is in the Old Spice ads on the horse, you might remember that guy, but then it zooms out and David Harbour is also sitting on the horse. And he says, “It’s a Tide ad” right? So just this unexpected surprise, right? And delighting your audience. Most people know what Tide is. They know what Tide can do for them. So they don’t need to go through awareness, enlightenment, and commitment, but it’s just a way to delight your audience. And I love Tide for it because I’m like, this is so genius. I need to use Tide! But it was just so well executed that it was like I said, it was just a way to incept your audience no matter whose commercial they were watching, they were thinking about Tide.
Julia: Yeah, no, I thought it was so, I had not seen it before, but I thought it was so good. My favorite one was, there is a Mr. Clean commercial and it’s like a housewife at home. Mr. Clean is dancing very sexy-like, and then all of a sudden David Harbour appears, he was like, “No, this isn’t Mr. Clean, this is Tide!” And it just kills the mood. And so it was just really, it made me laugh. And so it was really good. And I think kind of tying it all back, Tide, being able to keep themselves top of mind isn’t necessarily like, I mean I think you could speak to like awareness. Like it’s not enlightenment. Like everybody knows that Tide will make your clothes clean, but it is like this awareness, this top of mind branding, and even could speak to that fourth phase of happily ever after. Like people who are almost like, even if they weren’t to use Tide, they have a really good perspective or thoughts about Tide. Even though it’s a laundry detergent.
John: Exactly. And I think a lot of times with brands, is the temptation is to go there, right? The temptation is, well, I just need to make the next viral, whatever David Harbor Tide commercial campaign. But really, until you get to that point where you’re just so widely recognized, you have so much of a market and control of the market, that people know who you are, you really do have to do the work of establishing these steps before you can have that fun. And a lot of brands can subvert that rule. It’s not a general rule everywhere. Like dollar shave club is another example of a commercial that came completely out of nowhere. And it was a viral sensation, but I think to a lot of businesses that’s aspirational. And so rather than, again, to bring it back to something we talked about earlier, is rather than trying to be cute and clever, if you do the work of building different video marketing assets and deploying them in, you know, in a smart and effective way, you’re going to snowball those fruits, those benefits of that. And you’ll see that all work together. So it’s just really great. I love videos. Like I said, using the movie magic that I fell in love with at an early age and bringing that to the service of brands that we serve.
Julia: That’s awesome. Well, John, I really appreciate having you here. If people want to find you to learn about your work, where would they do that?
John: Yeah, our website is weareluxlab.com. So you can find more on our services page about the different videos that we offer at these different stages in your customer’s journey, in your sales journey. But you can also find us on Facebook and Instagram, primarily, @weareluxlab. You’ll find us there. You can always connect with me, john@weareluxlab.com, if you have any questions or want to reach out to us directly.
Julia: Yeah, sweet. And I will say, I referred one of my clients to John and, my client’s name is also John, but they just wrote to me and they were like, they had the best experience. So I really feel like if you are looking for video marketing, go with Lux Lab, they obviously know what they’re doing and aren’t just going to sell you something that’s a one-size-fits-all. So, John, thanks for coming on. Thanks for being with us. We really appreciate it.
John: Yeah. Thanks. Julia
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