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Corporate communications and marketing strategist
A marketing communications and media relations consultant, Michelle Laberge is recognized for having brilliantly delivered innovative 360° communications strategies that placed the customer at the center of brand expression.
Having worked for 20 years as a manager with some of the largest Canadian and international consumer and retail brands, Michelle is recognized for her excellent business acumen and her developed entrepreneurial spirit. Her expertise lies in strategic planning, corporate brand repositioning, communication strategy and spokesperson coaching.
Michelle is passionate about psychology, sociology and trends as well as the impact of new technologies on behaviors. Michelle is a member of the Order of Chartered Administrators and holds a training certificate in corporate governance.
Get more information about Michelle Laberge here
MICHELLE LABERGE
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The video where you are the hero
To tell good stories, you need to know who your target audience is, what their hidden desires are, and most importantly, understand the values and needs that drive them to action. But what type of content should you choose?
By focusing on your company's DNA, it's important to find the best topic to make your customer smarter. What format should you choose? According to Hubspot, when a page features both video and text, 72% of the audience prefers to watch the video to learn more about a product or service ( The State of Video Marketing in 2018 ).
Short and practical
In terms of length, it’s interesting to note that the average content on YouTube is around 4:40 minutes. While 6-15 second ads are increasingly being used to pique consumer interest (like Airbnb ’s), it’s been noted that engagement is maintained very well after 90 seconds and up to two minutes. Unless you have content that is very rich in relevant information, it’s recommended not to exceed 6-12 minutes to maintain a good listenership.
Here are some examples to inspire you:
Sodastream is trying to create a revolution to stop the massive use of bottled water. The brand regularly shares funny videos to promote their products with an ecological goal in addition to offering practical content for its customers.
Depending on their personality or products, some companies benefit from producing tutorials of more or less 15 minutes like Mercedes (22 minutes) or Mailchimp (19:35). If your product requires a more visual or downright technical explanation, these videos will be very appreciated by your customers in addition to reducing your service calls.
On the local scene, new veterinary clinic franchise Passionimo is featuring millennials to inspire them to be good owners of their pets. The brand is publishing informative content to counteract the use of Dr. Google by offering its doctors' tips for free.
Finally, your business should be more than a product that generates revenue; make it a useful brand. Tell practical, positive stories that make you smarter and they will be shared!
HUMAN MARKETING IN THE AGE OF AI
2019-01-24
MICHELLE LABERGE
3 minutes
Artificial Intelligence (AI) and Big Data are revolutionizing customer relationships. As robots increasingly drive consumer choices, how do brands ensure they remain human and relevant? By telling good stories; useful, moving, and rooted in local culture or global trends.
Humans love advice and heroes that transcend their status. They love stories they can relate to. Creating branded content that puts the customer at the center of the story is the best way to create an emotional connection and influence a future purchase.