A Promo Video that Repels as Much as it Attracts

Syrup Marketing is a small brand and marketing agency in Atlanta, GA that has produced work for some high profile companies and organizations such as Chick-fil-A’s Leadercast and North Point Ministries (the largest church in the country). Previously known as eyespeak, they used to focus primarily on brand development. In 2014 they added ongoing marketing management services to their repertoire (e.g. digital marketing, social media strategy and marketing and sales administration and analysis). Doing so has caused their business to explode. So much so, they need to bring on new talent. What better way to do that than with a recruiting video.

I’ve produced work for Syrup’s clients for a number of years now, but this would be the first time I’ve ever created a video just for them. When I sat down with their creative director to discuss what he wanted the video to be, he said something that really struck a cord: “The right video for us will repel the wrong people as much as it will attract the right people.”

The Secret to A Targeted Marketing Strategy

How many times do companies try to be all things to all people? Usually, more often than they should.  A company or or organization that knows itself well, may do itself a disservice if it tries to do this. They risk becoming a commodity, with nothing that separates them from the pack; competing on price rather than performance. The secret to a strong marketing strategy is that ability to repel as well as attract.

There are a few ways that come to mind in which a company will do this.

• The style of their work. I think of wedding videographers like Dustin Blake of Indy Productions whose work I sometimes describe as American Horror Story meets The Princess Bride. His work is definitely not for every bride. Or my old client and friend Gabe McClintock of perspectivEye photography in Calgary, Canada. His distinctive, stylized fashion-style appeals to a much younger demographic than say the work of a Denis Reggie. The kind of client Denis serves would not at all be attracted to Gabe’s work, and vice-versa.
• Their core values. Sometimes a companies core values is lived out so strongly in their product or service, that alone will set them apart. I think of companies like Zappos, known for their wild office environment and empowered sales people.
• The experience they create. Why do some people drive 20 minutes out of their way to get a $4 cup of coffee that some coffee aficionados don’t even think is that great? Because of the experience created by Starbucks. (FWIW, I fall into the “drive 20 minutes out of my way” crowd).

When you watch the promo I created for Syrup, see if you can guess which category they fall into. And by the way, as of this writing, they ARE hiring. After watching this video, you’ll know pretty well whether or not an agency like this repels or attracts you.