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Dust Off Your Company Mission Statement

02/11/2013 By Jayme Soulati

ben-and-jerry-mission-statement

Courtesy of Ben and Jerry’s

Before a company establishes a blog, it’s important to determine its goals. Maybe it’s to drive sales or strengthen a brand; or, perhaps it’s to become an influencer in a category or sector. Either way, a blog has goals just like program strategy has goals.

If you own or work at a company, having business goals are also critical. Everything implemented throughout the company is in alignment with business goals.

What of a company mission statement?

No matter the size of your team, if you’re a small-to-medium business (SMB), then you need to think strategically about your company’s purpose. What is the philosophy you’ll guide your teams with? With whom are you engaging and in what location? Do you have a product or service you want to particularly focus on that should be added to your mission statement?

I honed in on the word “mission” in a story by Crain’s Chicago Business when I saw the viral video by the Chicago Music Exchange called “100 Riffs.” The owner of the Chicago Music Exchange asked its employees to create viral video (I think you can only create video with the hopes of it going viral, really).

The video of 100 riffs on the history of rock in one take did go viral and is still being viewed on YouTube. The campaign was submitted to Crain’s Chicago Business and was featured in a story. The owner of the Chicago Music Exchange said the video aligned with its mission, was perfect for customers, and showcased the very essence of the Chicago retailer of music equipment.

In the Jan. 28, 2013 issue of Advertising Age, a story “How the usually dry annual report has become brands’ secret marketing weapon,” detailed how a bland annual report took the 2012 Cannes International Festival of Creativity by storm.

Austria Solar submitted what looked to be a completely blank white book as its annual report. The pages were solid white with no ink…until someone took the book outside and exposed it to solar rays. The sun’s rays reacted with the specially treated paper to bring the words inside to light, literally.

Here’s the hitch…the article stated, “While it could have come across as gimmicky, it was a solid concept that conveyed the company’s mission in a single, startling moment.”

Think about that a sec…here is a reporter making the connection from a highly creative annual report the likes no juror at this international competition has ever seen to the company’s mission. When do reporters draw that bridge? When something so extremely innovative makes someone connect the dots to the company that launched it. Fabulous, eh?

We can draw the same correlation to the Chicago Music Exchange video, too. It asked the staff to develop something that showed customers its equipment, talent, knowledge, and love for music  — all part of the mission.

We rarely see mission statements of companies; they’re oft hidden on websites or buried deep in a dusty file cabinet. Every so often, pull your mission statement off the shelf and see if your company is adhering to that original intent, philosophy, and strategy with highly creative products, services and actions.

 

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Filed Under: Business, Marketing Tagged With: Business, Chicago Music Exchange, Crain Communications, Mission statement, viral video, YouTube

Viral Music Video Boosts Brand And Social Marketing Appeal

02/04/2013 By Jayme Soulati

Chicago-Music-Exchange-guitars

Image credit: Chicago Music Exchange on Google+

Knowing how much this community loves music, a story courtesy of Crain’s Chicago Business, shares how some businesses are benefitting from viral video to boost social marketing engagement.

In the January 28, 2013 issue of Crain’s, there’s a section Focus: Social Marketing and a story, “Chicago’s Social Marketing Standouts.” The Chicago Music Exchange owner challenged its staff to create a viral video. Alex Chadwick, a guitarist and salesman, made 100 Riffs (A Brief History of Rock N’ Roll).

Views of this video on YouTube are nearing 4.6 million (at the time of the print story, there were 4.31 million views on YouTube). Total views for the Chicago Music Exchange’s 223 other videos only amount to 6 million.

Elements of Viral Video

What made this video go viral? According to all the experts quoted in the story, the guitarist shows off his technical and musical prowess while taking the viewers through the history of music with 100 recognizable tunes. The video fits right in with the mission of the music equipment retailer, which doesn’t necessarily contribute to its viral nature, but it feels so right.

I absolutely enjoyed that! It’s worth all 12 minutes!

Related articles
  • How to Make A Video Go Viral (Or At Least Increase the Chances)
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  • Top 10 Brand Viral Videos 2012 (Video)
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Filed Under: Social Media Strategy, Word of Mouth Tagged With: 100 Riffs, Chicago Music Exchange, Rock N' Roll, social marketing, Social Media, viral video, YouTube

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