Illustrating The ‘End-Run’ Video Strategy
Merriam-Webster defines 'End Run' as the following:
"a football play in which the ballcarrier attempts to run wide around the end of the line"
So...what does that have to do with marketing? And more specifically, video content? Well, to answer that question, we need to back up a bit and look at a project we're actively working on with F&M Bank.
Video strategy is difficult, and if your category is 'banking', then it's especially difficult as your audience might not particularly interested in you, per se, they're interested in your category (banking). What's the strategy going to be? Interest rates and loan offers change daily, so that won't work. Talking about hours and locations doesn't work, the audience in one area is completely unaffected by branch locations and hours in another area. And are we talking about mortgage lending, commercial lending, traditional consumer banking? Are there different strategies for each one of those sub-audiences?
Working hand-in-hand with F&M, we crafted an 'end-run’ video strategy to hit all areas, all audiences, and effectively leave the bank...'out of it'. See, F&M's audience cares about the category of banking, yes, but quite possibly more importantly, they care about the community F&M Bank serves. F&M bank is highly involved in the community and cares deeply about its success. So let's show it. Let's 'not talk about banking'. Instead, let's 'talk about the community F&M serves'.
And that's what we did. By connecting with key community partners in strategic locations F&M serves, and the fact that F&M is very active in the community (a point that bears repeating), we are able to show how much F&M impacts the areas they serve. Make note: this doesn't work if it isn't true. If F&M isn't actually involved in their community, they can't reach out to key members for interviews and get a response. The strategy also has to be authentic in order for it to be successful.
We've really enjoyed working on this project with F&M and hope to continue doing so throughout 2021. Check out F&M Bank’s services at www.fmbankva.com.
