It has been very busy here at the MM Ranch, but we finally had a chance to gather ‘round mighty delicious Rockford sandwiches and talk shop.
The three videos we watched yesterday were done by Etsy. Etsy is a company that places its values and culture at the center of its business model, and these videos reflect that. They are all great examples of how a company can connect with its users and target audience without ever having to preach any mumbo jumbo about unique selling features or ROI. Rather, personal stories humanize Etsy’s brand and allow viewers to listen and relate on a deeper, emotional lever.
These videos highlight craftspeople who are original, inspiring, passionate, fearless, creative and entrepreneurially-driven. After hearing their stories, viewers learn about what Etsy cares about, too.
Along with the messaging of these videos, the style in which they are shot and edited reflect Etsy’s brand. There is a very organic, wholesome texture to them—very similar to the way Etsy positions itself in the marketplace. The audio isn’t perfect, the shots aren’t polished and pristine… but hey, neither are handmade goods. As we like to say, the story and the messaging within a video are far superior to glistening shots and flawless make-up. In other words, a video’s content trumps all, but it must also be supported by the appropriate style of audio and visual work.
As a side note, I would like to give a shout out to the Rockford’s Eggplant Sandwich. I was hesitant to stray far from my favorite item during this lunch (ahem…the Mission Burrito); however, the caramelized onions, fresh mozzarella, grilled eggplant and perfectly ripened tomato did not disappoint. In fact, there might just be a repeat order for next time.