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B-to-B Marketing: 12th Idea for 2014
Engineers like to laugh, too. A group of interns at NASA’s Johnson Space
Center created a parody of the popular Gangnam Style video that has generated nearly 5 million views! It’s quite well done, but it’s also a great example of how engineers will pay attention to messages that are entertaining and fun, rather than just the dry spec-sheet facts. One client generated 100 times the response to a video with a ‘campy’ title to a webcast, ‘Campfire Songs from the Network Edge.’ The content was just as tutorial as their others, but the title seemed to break through that clutter and get attention from engineers exposed to too many messages that are too similar, dull and routine. Keep them laughing, and we’ll keep them coming back for more? Perhaps, but it’s a direction worth exploring for technical marketing.
Center created a parody of the popular Gangnam Style video that has generated nearly 5 million views! It’s quite well done, but it’s also a great example of how engineers will pay attention to messages that are entertaining and fun, rather than just the dry spec-sheet facts. One client generated 100 times the response to a video with a ‘campy’ title to a webcast, ‘Campfire Songs from the Network Edge.’ The content was just as tutorial as their others, but the title seemed to break through that clutter and get attention from engineers exposed to too many messages that are too similar, dull and routine. Keep them laughing, and we’ll keep them coming back for more? Perhaps, but it’s a direction worth exploring for technical marketing.
