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Parenthood, Babies, and the Potential of Video Marketing

In the Age of the Internet, brands can’t afford not to give things away for free. For many companies, this creates quite the dilemma, and developing a business model around free content almost seems counter-intuitive. But that’s the standard these days; whether it’s a promotion, a sample, or just something helpful, consumers expect to get something in return for their loyalty to brands. When that loyalty is unmet the results can be ugly (and hilarious).

With that in mind, what do you give consumers whose hands are full… with babies? You can give them diapers, baby food, or formula, but that would be giving away something that parents have no choice but to buy. No, no, new parents should be given something that they have the choice of buying but can probably survive without, something intangible, like advice.

Welcome to Parenthood is that free advice, delivered in short, easy to watch Chicago videographer installments. Pampers, Beech-Nut, and Similac have joined forces to produce a 14-part web video production series that follows three families as they struggle through the joys(?) of having a baby. The first episode is below.

Yes, you did just see a crowning baby.

What’s interesting is the lack of product placement in the Chicago videographer series. Although the brands’ logos appear at the beginning and the end of the videos, none of the companies position themselves to be parents’ best source for baby supplies. These are not traditional video production commercials that sell products, this is modern marketing meant to sell a brand. And the fact that this marketing is done with video reveals the direction that most, if not all, marketing strategies should be headed.

The idea is that parents will be more inclined to buy products from a company that has already helped them. By giving advice on parenting, Pampers, Beech-Nut, and Similac aren’t just brands that sell stuff to parents, they’re brands that help people be better parents. It’s a “holistic” approach that positions the brands to be there for all parentings needs. Not only did these companies figure out the free content dilemma, their free content will probably bring in future business too.

The brilliant thing is how well these videos are made. They are relevant, they are aware of their audience, and they look like something from the TLC channel. The type of series that people might look forward to watching when new installments come out. Will this in turn make Pampers, Beech-Nut, and Similac the type of brands that people look forward to buying? Or worse yet, will babies become something people actually look forward to having?!

Probably not, but at least these videos are more meaningful than a show with “Plus 8” in the name.

For help using video production for your business, contact Chicago videographer Video One Productions today!

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