Marketing with YouTube Videos, Part II

Observations from a marketing neophyte.

According to some marketing experts, negative advertising works.

There is an odd paradox here – while studies report that the public dislikes negative advertising in general, the fact is that it works. This is undoubtedly why politicians “sling the mud,” as distasteful as it might be for both themselves and voters.

Advertising has long used Happiness and Sex to sell products and ideas, but negativity – especially Fear – can be an even greater motivator in the right circumstance. Fear (of our future, our health and well-being, of being left behind, of our presidential candidates, etc.) is like a panic button, and it is pushed on a regular basis in current media.

The classic “nuclear bomb” ad from the 1964 Lyndon Johnson campaign illustrates this point brilliantly. It aired only once, but it is still remembered to this day for its striking imagery and emotional impact.

Under the guidance of the AZOOMA negotiation committee, I tried to emulate a similar concept. The music, images of fire, a raised fist, a “near miss” handshake, and a “pulled plug” were all deliberately chosen to send a strong message.

The power of YouTube

Contract negotiations are a delicate thing and the term “strike” (or the more politically correct term “work stoppage”) is not something to be carelessly tossed around. However, much can be inferred in a video packed with metaphor and symbolism.

YouTube is an excellent platform for anyone to make a statement (beyond video podcasting and funny kitty videos). It and other similar services effectively level the playing field in a way that was unheard of just a few years ago. Anyone, from a multi-million dollar company to a rank amateur like myself, can post a video to draw attention to a cause.

The “fire and brimstone” video brought wide attention to AZOOMA. We went from being relatively unknown to being more nationally known and supported.

This video has just topped 1000 views on YouTube. While this does not even come close to viral videos that rank in the millions of views, for our niche market – a small opera orchestra in Arizona – this number is quite good.

However, negative advertising can backfire if not carefully thought out.

Next – conclusion; making emotional connections.