The more everyone is doing something, the less likely you are to get noticed. Unless you start a trend or work like a genius to take it to the next level, you run the risk of wasting your time and embarrassing yourself. Think of 250 years ago when everyone had to have his own almanac just because Ben Franklin did. Then came the Weather Channel, and the almanac was out.
So it goes with content marketing. To get noticed, you have to do something different. You can’t just add lots of video or blog content and hope to succeed. You need to be more brilliant than that.
Our New Show
To showcase our creative mechanisms and sustain the conversation about the conditions that foster meaningful innovation, we recently added a TV channel to our website. PhenomblueTV is the home of Genius Treats for Top Dogs, the world’s only brand experience talk show geared toward executive leadership, business professionals and the general public.
Streaming live and in color (!), Genius Treats for Top Dogs provides strategic business and marketing insights in a more entertaining format than run-of-the-mill video content. Born of a creative collaboration between Phenomblue’s Manager of Content Marketing Tom M. (now Genius Treat) and Vice President of Marketing Kate R. (now K. Rich), our talk show is the antidote to tedious marketing webinars and awkward corporate interviews everywhere.
Our debut episode focuses on delivering tangible brand experiences. With top dog Joe Olsen, President and CEO of Phenomblue, we talk about providing utility through digital devices, universal truth from consumer behavior to design a desirable experience, finding the right agency partner and the correct pronunciation of the word “data.”
(For a deeper dive into issues discussed in Episode One, download our free white paper “Building a Tangible Brand in 2013: an Executive Primer.”)
Visit our TV page every Wednesday at 10 a.m. CST to watch new episodes, relive the old ones and check out other insightful and/or entertaining content.
In case you missed our recent episode, we’ve posted a recording of episode two. Stephen Dwyer, our Director of Insights and Media, shared his insights on how brands can maximize their media budget right now. Some things to do: monitor social TV, cultivate desire with mid-funnel content, keep testing and ask yourself why, why, why.
Join us tomorrow for this week’s episode featuring Phenomblue Project Manager Kaylin Brabec. She’ll enlighten us about managing teams effectively, balancing multiple partnerships and what you should look for in a great project manager.
Intro and Outro Videos
We went to great lengths to get the tone of the show to match the personalities of the hosts. Our solution: an exciting intro video filmed on location — tent, creek, pool, street, sidewalk and office — with the help of Wundur, a branded entertainment firm. The video contrasts Genius Treat’s harrowing adventure to work in the morning with K. Rich’s frustration at his unorthodox arrival time and travel methods.
Shooting required a mix of ingenuity, bravery and husbandry (those are real ducks), not to mention an unpleasant wake-up call to take advantage of magic hour, the first and last hour of sunlight in the day. The Genius Treat and K. Rich puppets called for a few trips to thrift stores in search of the perfect avatar. Crayola markers were involved.
Here’s a little behind-the-scenes commentary, courtesy of Genius Treat himself.
On the Creek scene: “We wanted to get a shot of me in the tunnel walking toward the camera. But when I got over there, my feet discovered the water was about 10 inches deep. What you actually see is me coming back from what I thought was a failed shot, trying not to fall in the Elmwood River’s unpotable water and ruin my new blue shoes, which I did.”
On the Tent scene: “My friend Ryan raises fowl in his backyard. As a subtle endorsement of the merits of urban farming and husbandry, we asked to borrow a couple ducks (he was there the whole time to keep the ducks calm). The ‘Les Poules’ sign was also Ryan’s. The sign gave the scene a perfect touch of creepiness, like an Insane Clown Posse video.”
To summarize: Brand experience talk show, new online TV channel, urban husbandry, K. Rich, thrift stores and falling in a river.