When Growing Bolder Vice President Bill Shafer shared his personal story of using Cellex foot cream, Carol Buck, the CEO, immediately cast him into a commercial. The commercial featured Bill’s story of dealing with dry, cracked heels from years of playing and coaching hockey. Not only was the commercial released on the heels (oh yeah, pun intended!) of the Stanley Cup, but the commercial focused on a real life story of a satisfied customer.
A satisfied customer with a strong story is marketing gold.
Like Bill, I had a similar experience of ending up on TV after sharing my personal story of product satisfaction with a company. Back in December of 2012 I had knee surgery to replace an ACL torn while barefoot water skiing. The recovery wasn’t going well. Despite several months of physical therapy, I could not walk up and down the stairs without pain. My physical therapist’s solution was to tape my kneecap off to the side. This relieved pain for a day or two but the tape was extremely uncomfortable and I often ripped it off at the end of the day. After two weeks of this, I was frustrated at the slow recovery process.
Early one morning, I flipped through channels and caught the words, “water skiing accident.” Montel Williams was sharing the story of Tom Kallish, a water skier who crashed into a submerged log at 55 mph and ended up with knee, hip, and back surgeries. Tom, a veteran in the textile industry, experimented with copper-infused yarn and fashioned it into comfortable compression wear to replace the bulky ones he was wearing. Tom ended up creating Tommie Copper, a company producing compression wear which addressed pain and inflammation.
After watching the show I was skeptical to say the least. Yet, I was captivated by Tom’s story and couldn’t get the product out of my mind. I tried a Tommie Copper knee sleeve and the product turned out to be exactly what I needed to heal. Within two weeks, I could walk up and down the stairs and a month later, I was back on the water barefooting again. I tried an arm sleeve after pulling a muscle that summer and obtained similar results. I started telling everyone I knew about the product and recommended it left and right for those who were suffering from various pains and conditions.
I sent a thank you card to the company sharing my wonderful experience with their products and the card found its way up to Tom. That’s how I ended up in two of their infomercials featuring Olympic swimmer, Dara Torres and Olympic runner, Justin Gatlin:
When the infomercials hit the air and the web, the combination of story and media generated even more sales. I was seeing this first-hand as people were coming up to me and sharing their own stories about the product.
In this day and age, marketing favors those who act quickly–and with authenticity and engagement. More and more brands are partnering together to share stories and audiences. Today’s audiences are getting their information at a rapid pace. Take the latest DevinSuperTramp video featuring the Hoverboard, a brand new water toy by Rocky Mountain Flyboard; the video gathered 1.5 million views in just five days. With a blend of TV, internet and social media, marketing is anyone’s game.
Karen Putz is an author, speaker, and Passion Mentor who helps others unwrap their passions at any age. For fun, she walks on water with the assistance of a rope, boat, and driver. Connect with Karen via Twitter, Instagram, Facebook, and her website: Ageless Passions.