New Media Marketing Case Study: What the World’s Oldest Profession Can Teach You About Marketing With Online Video

You don’t need to have a techie or online business to benefit from the power of New Media marketing. A bigger prospect list, more sales, and higher profits are possible for just about any business — even the oldest profession in the world. The difference between winners and losers when using New Media marketing strategies is not in intelligence, technology, or industry — it’s in the strategy, mindset, and skills of influence employed.

The world’s oldest profession shows you how to (and how NOT to) market with New Media

As some of you know, the way we got to live our ideal lifestyle in Hawaii is by my starting, growing, and selling two 7-figure companies in the horticulture industry. Both were generating healthy cash flow, but my passion was always with the design/build work we did for affluent clients and owners of private estates.

Because of that, I still keep my finger on the pulse of the Landscape Design/Build industry. That includes monitoring how companies are using New Media to market their off-line business. This case study is based on one of those companies and will show you how virtually any company in any industry — online or off-line — can use New Media to market and sell more.

If you were to pick the most unlikely industry to use New Media, why not chose the oldest profession in the world. And if you’re thinking prostitution, that’s not it. Besides, I’m sure you’d agree that industry pretty much figured out how to use the Internet.

The world’s oldest profession is actually gardening. After all, that’s what God had Adam doing to keep busy before Eve ever stepped foot in the Garden of Eden, right? Well, in this case study you have some very powerful lessons laid out based on what some people in this profession have done right and wrong online with New Media.

One company used New Media Marketing to influence, persuade, and connect with new prospects and their existing client base in a memorable way. The second company got it all wrong.

The business that got it right

The landscape design/build firm Rosenlof/Lucas in Minnesota had a project that was featured in an HGTV program. But instead of relying on a single episode of a cable show to generate buzz, they created a simple four-minute video that has allowed them to maximize leverage with a single project to attract new prospects and clients using online video.

First – watch the video and the read on to learn from what they did right using the New Media marketing channel of online video. Then – we’ll take a look at what they left out and what they could have done better.

OK, so it may be pretty obvious what they did right at the end of the video, but let’s start at the beginning and go through the online persuasion strategies they incorporated with this New Media foray.

Online Persuasion done right

    1: Use a personal/informal tone. The video starts with an informal and completely “personal” intro to the company. You feel as if you’re riding along with Matt Olsen.

    2: Grab your target audiences attention up front & disqualify tire-kickers. The initial intro to Rosenlof/Lucas is brief and immediately defines what differentiates their design/build firm from the competition.

    Don’t be afraid of losing people. If you don’t turn off (and turn away) some people, you’re not going to really turn-on anybody either. For example; not everyone likes contemporary design. But Rosenlof/Lucas specializes in that styles, so they’d be foolish to not make that clear. Who cares if people who don’t like contemporary design tune out. That’s not their target audience.

    With my Design/Build company our style was based on French Provincial estates of Europe. We specialized in that style for several reasons, but one was to immediately turn most people away.

    The French Provincial design style is inherently elite and costly, which helped to prospects to disqualify themselves before any of our time was required. Simultaneously, because of a strong stand on exclusivity, we were building rapport with the truly affluent before they even picked up the phone to schedule a consultation. Influence and persuasion not spoken is the most powerful. ;-)

    3: Tell a story. Matt starts the story feel right in the beginning of the video and

    Read the rest of this entry »

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Coach Deb - Deborah Cole


Entrepreneur / Speaker / RaceCar Driver

Deborah Cole is founder of RPM Success Group ® Inc, the leader in Social Media software, training and consulting for maximizing small business profits. Coach Deb authored the best-selling books "Secrets Of Online Persuasion" and the 1st book published on Twitter, in 2008: "Twitter Revolution" Visit her NEW Blog CoachDeb.TV to see the latest videos on Social Media Marketing.

Want to attract more customers for your business? Find out how to do it now with your FREE "FLIGHT PLAN" at QuanSite.com, the world's leading New Media online marketing software.


How To Sell $200 Women’s Jeans With 21-Words

Last night I was at Ala Moana Shopping mall in Honolulu. Coach Deb was trying on what seemed like an endless rack of clothes. And the two girls helping her didn’t seem to have an end to their “suggestions.”

So of course I did what any guy does in this situation. I went on the prowl for some examples of Tribal Seduction marketing. And what I found was shocking!

Now what I’m about to show you is not the most subtle marketing you’ve ever seen, but women — tell me if this does not speak to you?

Tribal Seduction marketing by Cache

Honestly ladies – you’ve gotta admit this speaks to just about any woman regardless of age, shape or size. Doesn’t it?

I mean Coach Deb plays tennis for two-hours 5x per week. And she can run circles around me aerobically. But she still went ga-ga over this new line of pants and jeans at Cache. And the two girls helping her (both of which had rail-like model bodies) were raving about them too.

The truth is this Tribal Seduction marketing at it’s best

It’s simple. To the point. And hits on every trigger ingrained in women’s subconscious since they were little girls playing dress-up.

This is a great example of the Tribal Seduction CHARM Formula in action.

But what makes this the ultimate Tribal Seduction (at least from our experience at Ala Moana Mall,) was the way the manager and her assistant made us feel. Like a Tiffany Charm in the little blue box, they wrapped it with a ribbon of passionate support.

They locked the store down at 9pm, their normal closing time. But then they turned all their attention to making sure I was comfortable, and that Deb had an endless rack of suggested clothes to try on.

We walked out of there at 10:20pm! Both of us were thrilled with the 90-minute experience. (Though I must admit, I thought we left with far too many bags. But Deb thought it was just the right number for some reason. :P )

What about you?

    How would you have felt if that all happened to you?
    Do you agree it was a great example of Tribal Seduction?
    (Including the “raised rear” and “drop in one size”?)

Share it in some graffiti down below.


John Paul Micek is a co-founder of the international business coaching company RPM Success Group ® Inc. He and his partner Deborah Micek are authors of the hit book Secrets Of Online Persuasion, and creators of the BLOG i360™ New Media Marketing Site Creater.

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Coach Deb - Deborah Cole


Entrepreneur / Speaker / RaceCar Driver

Deborah Cole is founder of RPM Success Group ® Inc, the leader in Social Media software, training and consulting for maximizing small business profits. Coach Deb authored the best-selling books "Secrets Of Online Persuasion" and the 1st book published on Twitter, in 2008: "Twitter Revolution" Visit her NEW Blog CoachDeb.TV to see the latest videos on Social Media Marketing.

Want to attract more customers for your business? Find out how to do it now with your FREE "FLIGHT PLAN" at QuanSite.com, the world's leading New Media online marketing software.