As you can see, I finally figured out what the B & H stands for.
Helpful marketing is a fiendishly clever way of making yourself more important in the lives of your customers.
Businesses are constantly experimenting to achieve this.
B & H, a specialist in photography and video headquartered in New York City, has always led the pack when it comes to being helpful.
Legions of photographers and videographers loyal to the brand regularly beat a path to their premises – and are sometimes left waiting a little longer to snap up their dream purchases since as staunch Hasidic Jews owner Herman Schreiber and many of his employees strictly observe the religious calendar, shuttering the store when you might not necessarily expect it – and are rarely disappointed by the service they receive.
What’s so special now?
The company has been working a lot with KelbyOne of late, broadening their online marketing offering with greater depth of content pandering to their customers’ specific needs, and a deeper understanding of video production values.
This is their latest effort. Not too dissimilar to the gestures of CreativeLive, which happens to be my favourite learning source on the whole internet, this latest foray into helping marketing validates everything I’ve already said about the importance of ‘getting it’ when it comes to listening to your customers, and responding accordingly.
Maximum credit to B and H for getting snuggly in bed with a brilliantly-aligned partner and putting out some seriously evergreen and well-branded content that will have customers eating out of their hands.
The good news gets good-er
The irony here of course – and the lesson for us all – is once you steer your organisation on a course cherishing your customers, it’s rare that you deviate unless some bright spark in marketing starts questioning the value in your helping marketing strategy.
Word of mouth marketing is priceless and in many ways simply to track if you understand how it’s done. Every customer has a story of how they found you, so don’t be afraid to ask them to tell theirs.
Kudos, B & H: this is helping marketing at the top of its game!