May 16th, 2012 | Simcha Weinstein | Comments Off on Marketing Ingenuity
Marketing is all about telling a story – and even more importantly – finding your story. No matter what your budget or your resources, what makes marketing work and what makes it effective is having the will, the imagination and creativity, and the ingenuity to figure out how to get your story in front of your audience. The video below does a tremendous job of maximizing all of the above qualities with a minimal budget.
In 2011 Newsweek ran a story and listed what they called “America’s Dying Cities.” The subtitle was “Cities With Bleak Futures Ahead.” Grand Rapids, Michigan was on this list and they were not at all happy about it. A local filmmaker named Rob Bliss raised $40,000 in a matter of days after reading the article, and turned out thousands of his fellow citizens to help him compile this amazing music video, that if nothing else, really makes you want to meet the folks of Grand Rapids, Michigan. From a marketing perspective, the townspeople of Grand Rapids set out to change the story – to create a different narrative, and what they came up with did just that (nearly 5 million views on youtube). See for yourself, and let this video be an inspiration to everyone who says, “I would do more marketing if I only had the budget”. It’s not about the money – it’s about finding your story and making it real! Enjoy.
And for you music lovers, the song is a live version of Don Mclean’s “American Pie”. The song is widely believed to be a tribute to rock ‘n’ roll pioneer Buddy Holly, who was killed in a 1959 plane crash. American Pie was written in 1970 and remains a classic today.