15Video and Your Buyers
Organizations that deliver products or services that naturally lend themselves to video have been among the first to actively use the medium to market and deliver information about their offerings. For example, many churches routinely shoot video of weekly services and offer it online for anyone to watch, drawing more people into the congregation. Many amateur and professional sports teams, musicians, and theater groups also use video as a marketing and PR tool. However, organizations of all types are now jumping into video. The pandemic, especially, has brought an explosion of video because many businesses couldn't meet buyers face‐to‐face.
What University Should I Attend?
Many marketers are reluctant to focus on video because they don't see how a video on YouTube or on their company website will lead to a sale. As I was writing this section of the book, I received an email from a student who attends the University of Pennsylvania. She explained that she chose to apply to the University of Pennsylvania because she saw a Penn video on YouTube as she was researching universities and she fell in love with the school without even having a chance to visit. In the video, singer and five‐time Grammy Award winner John Legend explains why he has a deep affection for the University of Pennsylvania, his alma mater.
This story is certainly not unique. People are looking for the products and services that you offer right now. They go to Google and the other
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