For Good Movement Marketing

For years we would complain about negative news. It was all over TV (still is on some networks), but often it seems that “for good” stories are breaking through. 

I’d like to share a “for good” story near to me. Some of you know that I perform with a men’s chorus. If you wanted a role model of the “for good movement” it would be Vocal Majority. I also am the VP of marketing for the chorus which I do on a pro bono basis.

Vocal Majority music touches lives in places we don’t always hear about. Last week it came to our attention that a 12-year-old boy, who was hospitalized in Dallas after being shot in a Middle School incident in Roswell, NM, was listening to our songs during his recovery from eye surgery. His aunt had some of our recordings.

The boy’s name is Nathaniel Tavarez. One of our members was asked by a family member of the 12-year-old if the chorus would sing and video record a special tribute for him. The video of us signing The Lord Bless and Keep You was recorded on an iPad. It was shared with Nathaniel, and the guy who recorded it posted it on his Facebook profile. There was immediate sharing of it from a few of his friends.

Since I’m in charge of marketing for the chorus, and a vital piece of our marketing is social media, specifically Facebook, I asked for a copy of the video so it could be posted to YouTube.

The Vocal Majority Facebook Fan page has around 2,700 likes (and growing), so I suspected engagement would be high. Was that ever true!

In just three days, that video post was seen by approaching 14,000 people, the individual post had been liked by 348 people, shared 135 times, with dozens of comments. And on YouTube, it has been viewed over 2,700 times. All in a few hours.

While I’d hardly consider these numbers the type of viral marketing numbers that can happen online, the fact is the numbers are impressive. But what is most impressive to me is that thousands of people love to hear about and watch good news, especially when it’s counter-balancing negative news.

The lesson here: don’t forget to share what’s good in your life and your organization. Your customers, fans and followers will engage with you more than you may ever imagine.

1 Comment

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.