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VideoNuze Report Podcast #105 - Coldwell Banker's On Location - July 22, 2011
Daisy Whitney and I are pleased to present the 105th edition of the VideoNuze Report podcast, for July 22, 2011.
In this week's podcast, Daisy and I broaden our focus beyond how media companies are using online video by discussing Coldwell Banker's "On Location" YouTube channel, which I wrote about earlier this week. The customized mapping unit in On Location allows home buyers to easily find and play videos about homes that meet their criteria as a starting point in their search process. Daisy notes that On Location is another example of how consumers are able to take better control and use online tools to educate themselves. Smart companies like Coldwell Banker are using online video to reinvent the way they do business and stay relevant in the changing digital world.
Click here to listen to the podcast (11 minutes, 56 seconds)
Click here for previous podcasts
The VideoNuze Report is available in iTunes...subscribe today!Categories: Brand Marketing, Podcasts
Topics: Coldwell Banker, Podcast, YouTube
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Coldwell Banker's On Location YouTube Channel Helping Reinvent Home Search
Never mind that Coldwell Banker is a 105 year-old brand; it is pursuing a thoroughly up-to-date strategy of engaging with its customers through the use of online video. Coldwell Banker's "On Location" YouTube channel turns the process of finding a house from a dry text-oriented approach to one that's graphical and video-based. At last month's ELEVATE: Online Video Advertising Summit, Michael Fischer, Coldwell Banker's Chief Marketing Officer, explained the company's strategy and how it's executing (see below for session video).
One data point has galvanized the company: 73% of homeowners are more likely to work with a realtor who offers to do a video for their listing, however only 12% of the real estate industry currently has YouTube accounts. That disconnect has led Michael and the Coldwell Banker team to see video as the thread that pulls together all of its online efforts. Michael believes that with the explosion of online video viewing, consumers have come to expect a video-based experience and that Coldwell Banker can differentiate itself by delivering it.
Categories: Brand Marketing
Topics: Coldwell Banker, YouTube
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Coldwell Banker Chief Marketing Officer to Speak at ELEVATE
I'm delighted to announce that Coldwell Banker Real Estate Chief Marketing Officer Michael Fischer will present a case study at ELEVATE: Online Video Advertising Summit on Tuesday, June 7th in NYC. His session, "Brand Innovation with Online Video: A Case Study" will be one of the highlights of an action-packed day of learning and networking.
Since joining Coldwell Banker as SVP of Marketing in February, 2008 and subsequently being named CMO in April, 2010, Michael has been instrumental in driving the company's brand online, including re-launching coldwellbanker.com which includes IDX listings and advanced search capabilities, mobile WAP sites and apps including a video-enabled iPad app. Importantly, under Michael's watch, Coldwell Banker has fully embraced the role of video in its brand messaging by building out its YouTube channel, running viral marketing campaigns and leveraging community involvement.
Michael will share lessons learned and key metrics for how video is helping drive Coldwell Banker's business. Michael's insights will be invaluable for industry professionals looking to increase online video's role in their marketing mix.
Early bird registration for ELEVATE is available now.
Categories: Brand Marketing, Events
Topics: Coldwell Banker, ELEVATE
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