Why Should B2B Marketers Care About Video?

The main thing an audience wants to know is why they are buying into your company. What makes it so different from the rest? How does it stand out? Why should they choose you?

If your audience wants to know about your company they have a multitude of resources to do so, why should you not be the one telling YOUR story?

Videos are an engaging way to funnel your messaging to the audience.

B2B marketers should care about using videos because they are a huge player in the purchasing process due to the attention they grab from the audiences. Videos bring articles to life. They tie logic to an emotion, an emotional connection that keeps the viewers wanting more information.

What easier way is there to consume information than simply watching a video? Not just any video, but a video that is evergreen and has longevity. You want the audience to remember your video, and not only share it right away, but also over time.

So what makes a good video?

A good video is made through showing the value of the products/services. How does the product satisfy the buyer’s needs?

A problem needs to be solved. It needs to be relevant and engaging to the buyer. This can be done by making the customer the star of the video, show them that their needs are being fulfilled.

How can this be done? 

Since most audiences will have already starting doing some research on a product, they all come into the cycle at different buying stages. When funneling messaging to an audience’s perspective, there are different videos that can be shown that will answer their questions and speak to all stages:  




What product you are selling, how is this product made, and why are you selling it?

The what, how and why ARE the funnel. 

A product demonstration can be shown for those who want to understand “what” exactly the product is. Once they see how the product works and fully understand what you are selling, it can ultimately convince them to buy.

“How” can be shown through physical tours of the company or behind the scenes tour. It can show where the product is made and what goes into each process. Not only does it have to be about the actual making of the product, but it can also show the employees and the people. This also provides an opportunity for culture sharing and creating a memorable experience that the visitor is prone to share or like.

That leaves us with the “Why”. This video could show why people want to sell this product. What makes them so passionate? This can be shown through testimonials. Whether these testimonials are through clients, influential, or even competitors, it still ties in the emotional connection.

It is important to have a strategy for developing compelling video content that can be repurposed for different uses or stages of your marketing campaigns or endeavors.

5 Reasons to use video in your marketing initiative:

- Grabs consumer attention

- Connects emotional level

- Easier than reading

- Evergreen

- Shareable

CLICK here to see examples of our videos:    

 http://denmarktheagency.com/email/video/

For the love of BUDGET

Here at DENMARK we are excited about our future with BUDGET and we wanted to shout it from the rooftops!!  Since it’s a little chilly outside, and the rooftops are “off limits”, we figured it would be slightly more enjoyable to express ourselves through a fun video.   

This video of an “idea in the making” and a mini-sweepstakes for Budget’s team helped get everyone involved in the celebration of our new relationship.

From our team to theirs, see how it all begins.

Jack Bauer Returns to Demand Information about... Cupcakes?

In a recent commercial for Acer computers, Kiefer Sutherland brought back the persona of his most famous character, CTU Agent Jack Bauer, from the show 24. While not officially playing the character, anyone familiar with his work recognizes the intimation the brand is making.


Click above to view the full 90-second spot.

The spot starts with a car chase in one of the famous black SUVs used by CTU agents on the show, with Sutherland getting out and demanding a cupcake delivery driver's supplier information ("Where do you get your flower!?). Following quickly is an interrogation at the grocery store seeking the location of the cupcake icing. For any fan of the show it is already hilarious at this point.

Even better, Jack Bauer's over-the-top tendencies are highlighted by his distrust of the Internet and the necessity to blow up the SUV to capture on video a real explosion to use for his startup cupcake company's logo ("Dynamite Cupcakes").

How does any of this relate to Acer computers? Well, the Acer Aspire S5 Ultrabook is used by his partner to research cupcake designs and later by the Bauer character to graphically design the logo for his new cupcake company. The spot is capped by a call-to-action that directs viewers to learn more about the computer that transformed Kiefer Sutherland back into Jack Bauer.

All-in-all, not a super effective commercial as far as information goes, but it was definitely an entertaining one, and one that will be remembered for bringing back one of the most awesome action heroes in TV history, even if only for 90 seconds of glory.

What do you think of the spot? Are you a fan of 24? Did you like the reprisal of Jack Bauer? Any other commercials that bring back retired/canceled TV/movie characters that you would like to share with us here?

Thanks to AdWeek for helping to inform this post.

Encounter the New Digital Campaign for Calvin Klein's New Fragrance

Calvin Klein is set to unveil its newest fragrance, Encounter, in September of this year via a unique digital and interactive campaign featuring True Blood's Alexander Skarsgård and supermodel Lara Stone.

The campaign now has a dedicated website where visitors can unlock more parts of the story and complete various challenges along the way, with the goal of unlocking the entire short film detailing the "encounter" between the two celebrity actors. 

Completing all of the challenges along the way and unlocking the entire film grants the person an entry in a prize drawing, furthering the incentive to stay engaged with the brand. Not only is there an organic push to promote this, but Calvin Klein is also supporting the campaign with paid media across multiple channels including all of the big social media outlets. 

This is a prime example of how a brand can promote a product launch using great storytelling along with a multichannel paid and organic advertising campaign. 

What do you think about the concept? Check out the gif images and the trailer for the film on the site by clicking here. 

Do you have any other fun interactive and/or digital product launches that you would like to share with us? Please comment and let us know so we can post it here for everyone else to enjoy as well!


Thanks to POPSOP for helping to inform this article.
Image credit: Calvin Klein.

We've Got Some Great New Team Members!

We are proud to announce the two newest members of our team, Morten Langkjaer and Carol Formisano!

Morten is a full-blooded Viking born and raised in Copenhagen, Denmark. He's made his way to the position of our Creative Director in his quest for conquering new territory, just as his Viking ancestors did many years ago. His many years of experience and unique set of creative skills are valuable additions to our team.

Carol is a tremendous combination of innovative thinking and creative solutions. Joining our team as Creative Strategist, she brings with her a wealth of experience and proven results (not to mention a whole bunch of awards!) for clients ranging from Nextel to Timberland, and everything in between.

We are extremely excited to welcome both Morten and Carol aboard!


Click here to see the whole press release about their additions.