Mar 20
The full slate of events is available on VTIC.org. I’ll be attending in my typical dual role as half communications consultant/freelancer with a ski/tourism background (otherwise known as Mediawithak) and half Ski The East Online Editor, Sales, and PR guy. Yes, I do both of those things. This recent post explains. Read more
There has not been a new post in quite some time. That’s not because there’s been a lack of activity to talk about, just that I’ve been eyeball deep in client delivery AND starting a new FT job. Thankfully these two activities go hand in hand. It’s a little different than the norm. Here’s the story.
I am now the Marketing Strategist (since January) at the Vertek Division (Randolph, VT) of Applied Research Associates, which is based in Albuquerque, NM. They’re an engineering and R&D company that solves large national problems from divisions nationwide. I spend about half of my time developing their digital marketing presence around certain products (specifically a small robot for police and military use) within their overall ARA web scope. The other half of my time I continue to offer freelance communications and media services locally and within the national snowsports world. These clients are invoiced from ARA rather than me personally, but that’s the only difference. I have basically been “acquired” as a business entity by ARA (my word not theirs).
Gregg Blanchard who heads up the popular ski industry marketing blog Slopefillers contacted me regarding the recent online firestorm bestowed upon Snowbasin Resort in Utah.
A not-so-appealing video hit the internet featuring a ski patroller acting in a less than customer focused manner as well dropping an f-bomb on a guest. The guests were youngish snowboarders which further fueled the stereotype of youth vs authority and gave the video more internet sharing juice. My take on the scenario from a PR and resort management perspective is featured as one of two experts on the matter on Slopefillers.
Here’s the video and below is my section of analysis on the event. Read more
If you’re an eastern skier, you’ve likely seen the Ski The East stickers on helmets, cars, skiers, foreheads and your favorite bar. The flagship brand and online community of Burlington, Vt. based Meathead Films, Ski The East is a source of pride, stoke and stylish gear for the eastern skier.
This winter Geoff and Rooster (the founding partners) have a lot on their plate. So they’ve shoved some of it onto mine for the next few months and the action is just getting underway. I’m rocking the Online Editor spot and also helping out with sales and PR. Joining Mr. Fater (STE Freeride Tour) and @ermepowskier in carrying a torch. Read more
You’re on a boat.
No you’re not on a boat, but there’s much to be gained from looking at our marketing gameplans through real life analogies. Some are more useful than others. Let’s try hopping on a boat and see how it goes. Read more
Buy, Beg, Bug or Earn.
One of my fav “smart guys” on the national stage is David Meerman Scott. I got a chance to hear from him in person a few years ago. This post called “what we all really want is attention” may have been the piece that coined the above phrase. It’s worth a click.
Those are your options when trying to bring eyeballs to your business. Read more
Just Say No To Mediocrity.
When a potential Vermont small business client approaches me with ample buzzwords, excitement and expectations for taking over the internet in his or her industry or location thanks to social media my first task is to get a read on whether their goals are in line with the amount of time, effort or money they plan to allocate to reaching those goals.
Often times since many social media tools are free, there is a sense that it’s cake. Magic will happen automatically with little effort, time or skills. All they’ll need to do is show up at the party and promote their business. If only it were that simple. Many are initially staring at a recipe for mediocrity and little results for their efforts. Or worse, potentially wasted efforts that get abandoned down the road. I start to fix this right away. Read more
Cameras don’t make videos. People do. Well, sort of.
I just recently got my hands on a new Canon XA10 and have outfitted myself with three different microphones, a new tripod and found a used camera bag that will hold all the cords and cables as well. There’s always a learning curve when you upgrade to new equipment and the fastest way up that curve in my experience is to watch tutorials and put the equipment to use in the field. We are now underway!
Tight editing keeps viewers watching.
I generally have three primary deliverables as far as video is concerned:
New strategic direction aimed at establishing market dominance in motor skills, color identification and improving quality of construction
(December 1, 2011) Moretown, Vt. – Further establishing herself as a market leader in the toddler development industry, Kaylin Kaufman, 14 months, of Moretown, Vt. is making official her dedication to LEGO products as part of her Master Development Plan (MDP). This mutually beneficial relationship is slated to continue through at least 2014 with an option to renew based upon the parental purchase of new LEGOS.
The next phase of Kaylin's MDP - LEGOS.
Pressing record is step one.
You did it. You made a video. You’re going to put it online and the world will be your oyster. Not so much.
Youtube is a search engine of its own and one that holds very high regard in the older brother Google. It’s basically two search engines. Not able to get first page penetration for your site on Google for your desired keywords? You may have better luck getting first page via a video or at least good ranking in video search results. But how?
Name that puppy with a purpose. We’ve all seen “Yellowbus.mp4″ video titles being uploaded and shared by well intentioned marketeers. After the time is spent concepting, shooting, editing, rendering and uploading, missing the final step of dressing up your video with a keyword relevant title, a description with a link to your website and lots of relevant tags, means the overall ROI of your time and effort is being compromised. Don’t compromise yourself. That’s bad. Read more
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