Trust, "scams" and the Great Game of Construction Marketing

Bruce in the PSMJ Resources Blog uses the story of the late Walter Cronkite's influence in ending the Vietnam war to validate the power of trust in marketing. Meanwhile, a few days earlier, Matt Handel in Help Everybody Everyday posts a couple of videos of Brian Brushwood's presentation at SXSW Interactive 09 with a rather direct title "How to Scam Anybody". Bushwood explains how scammers -- and marketers -- use psychological manipulation techniques to influence results, and get what they want.

For many of this blog's readers, of course, Walter Cronkite is some old figure from the past. You may have been a little kid when he disappeared from the little screen (the picture I've used is of his broadcast announcing the Kennedy assassination), or weren't even born yet.

As I'm 56, I certainly remember pulling an all nighter (at age 16) watching Cronkite comment on the 1969 Apollo moon landing.

Conversely, Bushwood looks like a kid to me. But he's having fun poking holes in the assumptions people have and perceptions of what is right and what is effective. He is disarmingly trustworthy as he shows us how to play tricks with our friends (and clients). Of course, he also is on television -- web television, that is.

As you review Bruce's blog and Bushwood's videos, here is some food for thought.

• How important is "being on television" (as yourself, not some artificially concocted "advertisement") effective in building trust? Just for fun, I prepared for this blog a brief video clip of myself. (But if the video isn't good, should you really use it? I looked at what I had prepared for this blog and, thought, "No way do I want people seeing me that way." If you want to see some really bad video, you can look at this link, however.)

• How much time do you spend following the cliches of marketing and sales, without realizing the real focus should be on the quality of your business relationships? If you can't truly earn and sustain your clients' trust, ethically, you won't be in business long. And if you engage in unethical "tricks" to manipulate people to earn the trust, you are a con artist (and maybe should join Bernie Madoff in a federal institution.)

• In 2009, how much more control -- and choice -- do both you and your current and potential clients have over the marketing process and relationship-building channels, than you would have had in 1969? Of course, then, as now, you could attend "Networking Events", but could you build the whole relationship-development process in online forums and with blogs like this one?

You may notice I've framed these points as somewhat rhetorical questions. Thankfully, the science and art of marketing in the construction industry has progressed far in the last 40 years.

After all, when Walter Cronkite had enough trust-generating power to influence the decision to end the Vietnam war, the association representing architectural, engineering and construction marketers, The Society for Marketing Professional Services, didn't exist. Now it has more than 6,500 members in chapters in most major U.S. cities (and one in Toronto.) Marketing has certainly advanced far and fast in this industry.

Video ads reviewed

This professional-style video posted on contractortalk.com resulted in an interesting thread on the topic. Is this television-style video better than home-made testimonial content; or would both be effective?

How good can good video be?

I'm seeking some answers to that question, observing this contractortalk.com thread and the observations about the video of Mr. Mikes' Painting in Louisville, KY. Hopefully I'll be able to speak with Mike Smith there in a few days to learn more about how much the video has helped business, if at all.

My sense is the video is fine, and the overall website is excellent, but the most powerful video would not be the "television ad" design, but some human, real, and substantiated testimonials. (Mike has great written testimonials on his website.)

Are contractors willing to pay for video services? It seems the market may be a little slow. Jeff Uecker at Big Time Productions in Burbank, CA, for example, sought some publicity in this blog in March, but by June, he had sent me this email:

Thanks for the email Mark. We didn’t have a lot of luck with contractors in these challenging times….the site has shifted focus on other small businesses for now, but we will be redesigning the contractors section….lowering the price and giving options on how the contractor might want their commercial to look like, rather than a more custom one currently featured. I will keep you posted!

I think one challenge for most of us is that video, even with the simplest camera and uploading resources, still requires significantly more time and energy than other online communications formats. Then again, we have webcams on our computers and handheld video cameras are only a couple of hundred dollars these days, so maybe there is no excuse not to include at least some simple video on our sites and in our marketing materials.

Note: The Design and Construction Report (http://www.dcnreport.com) includes some effective video.

See the clip on the Page 4 of this reprint, or more accurately, "eprint" of the special feature about Homestead Renovations in Northern Virginia.

In the news in the Soo

The successful adaptation of new convergence communications models is readily apparent in how two local businesses in Sault Ste. Marie received recognition as Ontario Construction Report Readers' Choice Award recipients.

Local Internet SooNews.ca site sent a videographer to the sites where Northern Ontario Construction News Publisher Leslie Greenwood presented the awards to George Stone and Sons Ltd. and Ficmar Builders. She described how she felt both awkward and excited in front of the camera.

I expect I'll reset this post later today with an embed (though you can click on the pictures for the link to the Soo News page with the video).

This is a great example of how new media converges with old, and may provide powerful clues about your marketing. Multi-dimensional and multi-media approaches are now possible on truly low budgets; whether you wish the formal "television advertisement" or the less structured video interview/communication strategy.

Service costs have dropped so low (in many cases they are free) that you can experiment with the new communications models in your spare time, without draining a cent of your marketing budget (of course you may drain a lot of your time to make this stuff work).

Selling and buying

Blogger Gary Vaynerchuk doesn't need to make cold calls to succeed -- he shows how, by demonstrating how to make a cold call in this video posting.

Most of us, most of the time, don't like to sell or be sold anything. However, most of us like to experience things, to share news (gossip?), and to be entertained. So how do you find new and profitable business, then?

These thoughts run through my mind as (a) I initially turned down but may eventually do business with someone who wanted to pay me for a link on this blog, (b) fellow blogger Seth Holdren posts a fascinating video showing how you can "monetize" your blog, and (c) I thought how Gary Vaynerchuk, giving the advice on monetizing a blog, actually is achieving the objectives of achieving his business objective without selling anything. That is, others are now posting and reviewing, and observing the blog, in an ever-expanding network.

We see these contradictions all the time in business. Most successful contractors, architects and engineers, win most of their business through repeat clients and referrals, even public RFP stuff is often wired in favour of one organization or another.

Going out and selling stuff -- actually phoning people cold, or even simply asking for business, seems unpleasant, to be avoided, and disturbing. If only we could make the clients come to us without doing that sort of thing, we think.

So we are paralyzed with inaction when the phone doesn't ring (except for someone trying to sell us something.) Or we seek to buy the answer through advertising: We pay someone else to send out our message, with the hope that potential clients will call us. We measure our success when this happens.

Our challenge then, is to find a way to market like Gary Vaynerchuk, to reach out -- to actually sell -- in a way that transcends the simple one-on-one selling experience, and gives you leverage so that you can, indeed, get people to call you who hear about you from others, who hear about you.

Solutions?

Publicity
Can you hire a publicist or do you have the knack for getting the media interested in your business. The selling here will be the 'pitch' to the relevant media outlet, or the outrageously innovative idea that you can spread virally.

Blogging (passionately)
That's me. I'm good at this stuff and the blog is reaching higher rankings because of its success.

Hiring someone else to sell for you
Yes, it would be nice to get someone else to make your cold calls, but I think you are unlikely to be successful unless you make some yourself -- you can delegate this work, but you can only do that once you really appreciate what is involved.

Initiating community service and networks (being a leader)
Look what Tim Klabunde is doing in Washington.

The Construction Marketing Ideas video blog review

You can arrange a review of your own site/blog by visiting http://www.website-reviews.net/

Ouch!

Peter Ericson at The Complete Website, LLC offers free video critiques/reviews of your blog -- and I took him up on his offer. His report of the Construction Marketing Ideas blog is here.

Recovering from the pain of criticism (no one likes to be criticized, of course), I realize he makes some truly good points. I'm a writer (and publisher), not a blog designer. As well, this site is intentionally experimental, especially with advertising placements.

Ericson's offer is an intriguing example of the use of video and free consulting to promote his own services.

In the short term, I've adjusted some of the advertising spots, removing ones that are yielding low results.

I'm not sure if putting the navigation bar outlining the blog history/archives to the top of the sidebar is the best use of space. The links list can be better organized --some sort of categorization will be helpful, I think -- but that takes time and effort which will need to await a major rebuild in the future.

Ericson shows some examples of really well done blogs and this blog would probably benefit from a major redesign later.

Video in construction marketing: A video

Here is my latest construction marketing video. The topic: Using video for construction marketing.

My videographing learning curve continues to accelerate as I discover how to manage the video editing processes and systems. The notable thing here is the time it took from conception to completion is less than 30 minutes. You can see how, with practice, your skills and quality improve, and time required to make the videos declines.

You can also consider the professional option, as outlined in the earlier posting about yourwebads.com. I advocate you use a hybrid approach -- learn how to do simple videos yourself (or have an employee with a knack for this sort of thing do it for you) and contract with one of the inexpensive professional services. You would use the professional videos in your formal advertising and perhaps to book-end some more personal and individualized videos you can use on your blog or individual client presentations.

Video these days is extremely inexpensive and you will likely be the first contractor in your area to use these tools, so you have a natural marketing edge.

Yesterday, Sebastien Lessard of Newhomeassociation.ca, a website/portal to facilitate marketing for new home builders and renovators in Ottawa,sent me this email:

Moving forward, we feel that print advertising will continue to play an important role in any marketing strategy but that media groups will have to position it as a complementary solution to on-line advertising services. Until that day arrives, we hope NHA can provide our print partners with additional visibility by featuring their publications to our users, as they can leverage our targeted audience in their sales pitch to sell their print product.

. . .I want to personally thank you for the great blog that you write. You've inspired me to continually reflect on the strategy and direction our business should and could take by sharing your experience and insight on successful business philosophies. What I've retained most of your writing is "make sure your services represent the solutions your clients need". I always thought our service was doing exactly that but my message or presentation was not clear. I've racked my brain for a long time to figure out how I could convey this message and it finally hit me after seeing one of your post on the use of videos for communication strategies.

I'm happy to say that because of this post, NHA is introducing a service to builders we'll call "Virtual Guided Tours". I realized that I enjoyed having the opportunity of seeing and hearing videos instead of reading, and that I probably wasn't the only one who felt this way. So, NHA.ca will be presenting to their users "virtual guided tours" of models homes from all our builder members. THese videos will feature the sales representatives guiding the viewer through a tour of model homes. NHA staff will shoot these videos at no cost to the builders and present them on www.nha.ca and in its "FACEBOOK" group. Builders can also export these videos from our site directly to their own website. THe big kicker is that viewers will also have the ability of "chatting" with that sales representative while viewing the video on nha.ca. We'll literally be bringing the model homes to the home buyers. Because traffic on our site in rapidly increasing while traffic in sales centers is decreasing, NHA offers the "solution" to remedy this problem for builders.

Your posts inspired this solution and that's why I thank you again!

Sebastien has harnessed the power of business alliances and multi-media marketing to build his effective website and service. His observations of how you can introduce video into your marketing picture are worthy of review. Anyone can do simple video productions these days, and if you wish to go to more professional standards, you can use services such as yourwebads.com highlighted in a previous posting.

Construction television ads in the Internet era

An example of a video ad produced by yourwebads.com for a fee of less than $500 plus less than $20 a month to maintain.

New technologies and services are emerging to allow contractors to produce professional-quality videos at a fraction of traditional prices. Right now, I know of two routes to inexpensive video advertising, a new service from Google, Google TvAds and, perhaps more impressively and of more immediate value to contractors, yourwebads.com, which will allow you to post professional video ads on the web for a modest set up fee with running monthly costs of less than $20.00.

Jeff Uecker, vice president of Burbank, CA based Big Time Productions and vice president of sales and development for yourwebads.com, provided the following news release:

Affordable Web Commercials - General Contractors Big Time Productions is proud to announce the launch of YourWebAds.com, the next BIG thing for small business. YourWebAds.com FOR IMMEDIATE RELEASE PRLog (Press Release) – Mar 10, 2009 – Big Time Productions is proud to announce the launch of YourWebAds.com, the next BIG thing for small business. http://www.yourwebads.com YOURWEBADS.COM IS A TURN-KEY MARKETING SOLUTION FOR TODAY’S SMALL BUSINESS PROFESSIONALS. Challenging economic times require that you get the best VALUE and RESULTS from every advertising dollar! The NEXT big thing for small business is web commercials. And here at YourWebAds.com, we’ve created an economical mutli-media marketing option that can help grow your business no matter what the financial climate may be. We create high-end custom web commercials for a fraction of the normal costs. Our multi-media marketing plan includes a custom commercial, search engine listing and a website with your own domain name to house that commercial! For only $499.00 and a low maintenance charge of $19.99 a month, you will be able to further legitimize your business and services and best your competition by establishing an online presence with your very own professional commercial and website. Use coupon code CM12 for $100 off your transaction! Visit the contractor's section of the site today! http://www.yourwebads.com/c-3-contractor-services.aspx

I asked Jeff why his company had decided to focus on the construction industry, not known for leading-edge marketing strategies. He said one of the company's partners is involved in construction, and knows the challenges of marketing in the current economy. Jeff says the concept is so new that he must rely on early reports for assessment of the service's success, but he has heard reports of early users receiving calls and winning jobs because of the video ads.

He says the difference between his service and Google's offer -- which includes a free do-it-yourself module -- is that Google is focused on developing and placing ads on cable television systems, while yourwebads.com provides you with ads you can use on our own websites, embed in emails, and other direct marketing initiatives. They'll provide a site for you if you don't have one. This gives you control of your advertising and means you do not need to rely on potentially expensive third-party media for your video ad to be publicized. Of course, you can still elect to receive publicity that way.

Yourwebads.com will provide a $100 discount if you reference coupon code CM12.

Is this video publicity worthwhile? While I wouldn't stake my marketing reputation (and life) on this technology, the risk-reward ratio justifies the expense for most contractors with existing websites set on a static framework.

Here is another example of a video ad produced by yourwebads.com.

Surviving the recession (video)

This video, again, isn't ready for prime time -- but the interesting thing is that it took only a few minutes to produce, now that I've learned some of the basics of the Mac's iMovie software and uploading on YouTube.com.



A few days ago, a reader responded to the second Construction Marketing Ideas video with this note:

Hi,
I've watched your video on YouTube today and was very interested in some of the strategies that you described. I currently own and run my own construction business but I've only been in operation for a few months.

Currently, work is slow and it does not help with the current economic markets as they are and that is why I've begun to research better methods of enlisting new clients and work.

I was very interested in the strategy whereby you send customers letters/brochures/flyers etc stating an hour of labour for free and i would be interested to giving it a go. As i have not many previous clients, how would you recommend I carry out the task ie how do i approach the client in the flyer and what information do i need within it.

I would be very grateful if you could shine some expertise on this area of your work and provide me with some tools that i can use to gain more clients. Thanks for your help and i hope to hear from you in the near future.

Unfortunately the person who responded didn't understand the important point that the free service offer is valid for well-established businesses seeking to maintain or expand its client base; I don't think anyone starting out should rush to offer free services especially as a primary marketing strategy (this may invite people to take advantage of you, and nothing else.) Here is my response:

I think this free service approach is only valid if your business is well established and you have previous clients and wish to attract more or referral business from them. I do not recommend it as an approach to attract new business from people who have never done business with you before! You will spend much time, I fear, doing free work and not receive proper compensation for your efforts.

The challenges of building your business from scratch are more complex. Your best potential clients to start are going to be people with whom you have done some business (perhaps as an employee of another contractor). In these cases, I think you should first note who they are, and then get in touch with them. One approach is to ask for advice on the best way to get started; or for recommendations to relevant groups or associations. In your conversations, if possible, obtain testimonials about your work -- you will need these references to attract other new business. You really need to understand pricing -- rarely is it wise to build your business by being the cheapest: many people starting out under price their services (I certainly did).

In the early goings you will need more face to face and less 'marketing materials' but of course you should have a website etc. Also, be careful to ensure you specialize in a defined niche -- you must not allow yourself to be one of many!

You will find many clues in the blog and also at sites such as contractortalk.com but there is not 'get rich quick' approach here.

Now that I've learned the basics of handing a simple fixed shot video, it is time to progress to something a little more creative and complex -- and use the video resource to tell stories effectively and inexpensively.

The video experment (2)

This video is created with an inexpensive camera and Apple's iMovie application. I could edit out some glaring errors and the image quality is far better than my first video, Construction Marketing Ideas -- Do what you love doing -- but this material is far from ready for prime time, yet.

My second video: Construction Marketing Ideas -- Your current and former clients, outlines the most effective and rewarding marketing approach -- creative follow-up with your current and former clients.

This work is hardly professional standard yet; I'm still learning the editing and production tools and how to integrate the camera and messages. Notably I needed to spend several hours replacing versions with rather glaring errors and problems, and encountered crashes within the youtube uploading process.

An attempt to simulcast the video with a live broadcast yesterday morning on justin.tv failed (though you would only know of this attempt if you are one of two or three people following my Twitter account, another experiment).

These initiatives aren't ready for prime time. However, the experimentation here is providing clues about new resources and capacities for construction marketing at truly low cost.

The video experiment

My first live video, Construction Marketing Success: Do what you love doing, will hardly win an Emmy Award, but the experiment taught some interesting lessons relevant to your business. Video production is now extremely inexpensive and you can put something together with minimum resources which can convey impressions and messages to your clients of undeniable marketing value.

The posting, Bill Thomas and his effective online marketing approach, describes how his company gets on the roof of potential clients, shoots videos showing the problem, and outlines solutions in video estimates without the client ever actually needing to meet face-to-face with an estimator. (Obviously, this approach only works for external services where permission can be granted to access the home when no one is home.) Nevertheless, the model can be repeated in other circumstances.

You can also use video to build trust and develop relationships, give live demonstrations and, if you are really sophisticated, build a true sense of urgency and need for your service.
Good enough in theory, but how do things work in practice.

This week, I purchased an inexpensive video camera for about $200 Canadian, and then gathered a few accessories including a tripod and cable to hook the camera to my computer for about $150 additional. My MacBook Pro has video editing software built into the system. Within about two hours, I learned some of the basics; including how to superimpose captions and edit out some (but most definitely not all) of the glaring production errors. (I couldn't get rid of all the squeaky chair noises for example and the lighting quality of the evening video shoot is less than perfect.)

After about eight minutes of shooting, and about an hour's editing, I was ready to post the completed work on YouTube, which provides a direct link back to this blog.

Next time around -- when I produce the second video installment in a week -- you will see improved production qualities, greater interest, and everything will be completed in even less time. I expect that in a month, I will be ready to remove this first video and replace it with a more inspiring work with essentially the same message; I probably will keep this one live however to show the learning curve and experience.

So it can be done, and I think you should consider doing it.

Should you consider hiring a professional video company for the work. Yes, if your budget is reasonably large, this makes sense. Your time can be better spent on your trade and business, and obviously you don't need to learn every detail of effective video production and editing. However, there are some advantages in some do-it-yourself initiatives; you will understand more clearly what works best and why, and how the technology can be applied for your own business.

Video marketing

Construction Marketing Website Awesomeness from DragHome22 on Vimeo.

Seth Holdren makes excellent use of video on his constructionmarketingblog.com

How much should we use video -- especially video bringing ourselves into the picture -- in our construction industry marketing? The answer seems to be "lots" though here I admit to being somewhat behind the times. I've observed, however, how my fellow blogger Seth Holdren uses video effectively, and yesterday spent at least an hour watching videos from another (unrelated) Internet marketer who uses the video imagery to build trust and validate his service -- getting around the reality that his mailing address is one of those storefront mail drops in southern California.

Video productions these days of course do not need to be high-end. Most of us with a laptop can immediately turn our computer into a video recorder, preparing the clips we can air on line within seconds. (If we want to imagine we are operating a television station, we can even broadcast live video stream videos with services such as justin.tv.).

You can of course set up showy and professional videos, or try cheap cable television broadcasts (the latter don't really work well, according to this contractortalk.com thread). What really seems to work best on the Internet are, for want of a better phrase, authentic videos. Production qualities can be low if you show things the way they are -- and if possible, put yourself in the picture.

So why don't I use video more? Part of it is a generational thing -- I haven't quite grasped how to get myself in front of the camera in a way that feels flattering to me. (This is probably a faulty worry; look, people see me as I am in real life whether or not I can see myself (internally) as others see me!) Another matter is more practical -- time. I do most of my best writing and blogging in early morning; I'm sure my family would not be overly impressed with my recording a video at 6 a.m. (and anyways, the production standards wouldn't be very good.)

However, yesterday after watching the Internet guru use his video effectively to build trust and sell his service, I thought, again, I need to do this. You'll see the first results by this weekend. In the meantime, if you have some great construction-related video marketing examples, feel free to share them.

Crete Busters, Track Haulers, and Search Engine Optimization

This image is one of several embedded youtube.com videos on the Crete Busters site -- you'll see here how effective use of video really enhances the marketing power of your websites.

Kerry Patrick, marketing director of Crete Busters Inc. in Cincinnati, Ohio, called today to ask about effective methods to enhance his business presence on the search engines. He says the company, in building its local business, discovered a unique and truly useful tracked hauler -- ideal for small, heavy loads, in places where larger equipment wouldn't work practically, and where the traditional small-haul load tool -- the wheelbarrow -- could break backs and strain even the most diligent construction workers.



He asked whether certain commercial services would be effective in raising his site's Google presence; and whether embedding blogs and forums could be useful. Regarding blogs, you can read the previous posting for some insights. Forums are challenging -- first, it is truly hard to gather enough 'traction' with core and interested users, and then there are really big challenge (if you are successful) in moderating the forum (not something that really makes sense for a concrete cutting business.)

However, Kerry really has it right with the use of video to demonstrate the equipment. The images show clearly this equipment's potential -- and Youtube.com video postings are free.

If Kerry can write a blog -- or contract with a local writer to handle the writing -- the site could rise in the search engines. Another idea: Create a separate site for the hauling machinery -- hosted perhaps on a different server -- with lots of videos and useful content/testimonials (and maybe another blog).

Video meeting test a success

Today, for the first time, we built in a video feed from justin.tv for our internal staff meeting. Far flung employees and contractors could see me live -- and reported that they enjoyed the visual impressions as the meeting progressed. There is no charge for the service.

At today's internal sales meeting, just as we were about to start, I decided to test whether we could use the live broadcast feed capacities of justin.tv effectively. I emailed the meeting participants (including some guests), and within minutes they could visit our video portal site at http://www.justin.tv/publisher1 and watch me. No, the video production qualities were limited -- and this is obviously not a fully functioning video conferencing approach as you can only view one person, one way. And if you are concerned about security and privacy, the format doesn't work as well -- anyone can view, and in fact, we had one outside guest who noted on the instant messaging screen attached to the system that the meeting was utterly boring (it should have been, because it really was an internal business meeting.)

Nevertheless, I found the resource useful, easy to operate, and rather simple to use in part because my laptop has a built in camera and it 'knows' when to turn itself on for the video feed.

I will use this technology at our other internal meetings, with several employees and contractors at remote locations. Except in exceptional circumstances where sensitive matters are discussed, there is no reason for the meetings to be 'private' so you are invited to view for yourself. If you wish, tune in at 1:30 p.m. on Monday for the next show!

The video test (2)

You can view the construction of the new hospital in Sault. Ste. Marie by video link from the hospital's website. We'll be profiling this project in an upcoming issue of the Northern Ontario Construction News.

Well, my first ever 'official' web video broadcast came and went -- with no response (though the broadcast service suggested that perhaps two people were actually viewing it.) The experience is kind of like giving a speech at the top of your voice in a forest, where no one can actually see or hear you. Here, of course, theoretically, everyone in the world can know you are there -- but that doesn't mean anyone is listening.

Not that it matters much, right now. But I know it will be important, if not within the next year; certainly within the next two or three. How can I be so confident? Instinct, perhaps. I remember when I got my first email account in the mid-1990s, and eagerly awaited someone, anyone, to send me an email in response to a print publication article giving the information to everyone. No one responded.

We were early adaptors with digital cameras, as well. This had immediate practical business value -- with remote operations in the U.S., the costs of delivering images would have been astronomical, without the ability to upload e-files with the camera images. Of course, the early cameras could do a fraction of what current models are capable of achieving, at a fraction of the cost.

Then there is wireless Internet. I signed up early for home use. But the real value is in our office. Employees working from home can 'drop in' and quickly connect to the secured server. And working from home, the family room sofa is now my primary work space during the day -- I get lots of stuff done, in relative comfort.

I've written about Social Networking for the SMPS Marketer and believe these resources, while of limited immediate significance, will soon become extremely important for the construction marketing process.

Finally, we have this blog and broadcast emails through Constant Contact. A year ago, virtually no one viewed this blog; now the audience is usually more than 50 readers per day and often more than 100. And the blog and e-letter have, indeed, brought our business valid and useful leads.

The interesting thing about the new video technologies is the way they integrate with other Internet resources. Justin.tv for example, allows you to set a feed right to your blog (I did). As well, it is easy to send out by email notifications about an upcoming broadcast. I used a small list for this morning's test -- it is not my intention to bother people unnecessarily as we get the technical glitches out of the system.

Video streaming and broadcasting isn't quite ready for prime time, in my opinion, but I expect within the year you'll see this has real applications and is a relevant part of your marketing mix.