RELO Roundtable…a gathering place

Recently a colleague asked why I’d included a link to Gene Lemay’s blog on the front page if I didn’t even know the man and had never done business with his company.

The answer, quite simply, is the creativity the guy uses to market himself, his company and their brand. There are little messages in his posts; some subtle and some not. Sometimes you have to look under the hood to see what moves the machine.

So, instead of responding to my friend’s query, I sent him a link to this YouTube post. While viewing the clip, take note of your reaction from a consumer point of view … and then measure your response as an industry professional.

Crazy Mover Destroys Box of Wine Glasses

Now I’m no marketing guru, but I bet you remember the name of the moving company that produced this incredibly simple, very inexpensive, but extremely effective little 65 seconds of video genius. And I’ll wager you remember them tonight, next week and next month.

Ignoring any criticism about the material used and position of the stem ware in the carton, you have to admit that, like me, you probably wondered ‘what’s the point’ when you started watching. It’s very likely you accurately anticipated the outcome – believable or not. But did it matter?

Not to most of the thousands of curious viewers who’ve watched it on YouTube, Facebook, or via the company’s website.  YouTube’s visitor comments attest to the Ninja mover’s appeal. The ‘vid’ has created its own viral network that includes links or webcasts at scores of social networking sites that introduce Moishe’s moving services to an untold number of potential customers – for free!

It’s apparent that the company understands the interests and lifestyle of the community that they’re trying to target because they deliver a very powerful brand message in a fun little ad without speaking a single word.