Five Marketing Lessons in Bob Herzog's Wake Up and Make Up Videos
Have you seen Bob Herzog’s wake up and makeup videos yet? If not, they’re hidden marketing brilliance.
Bob Herzog is an anchor for WKRC Channel 12 in Cincinnati. Each weekday morning while he’s getting ready to go on the air he makes a quick video for Facebook called “Wake up and Makeup.” These crazy-early morning videos (seriously early...he goes on the air at 4:25am) are a glorious package of stream of consciousness chatting and quipping with colleagues while he makes himself up. They're also a positive way to start the day and have attracted attention from all over the world.
I first learned of these videos when Buzzfeed shared one on their Facebook page.
I laughed so hard and immediately liked Bob’s Facebook page. I’ve been hooked ever since.
Sure, that could also be because this was towards the end of the Olympics and I knew there was about to be a curling-sized hole in my heart and schedule, but we’re not thinking about that...
I miss curling...
So I first caught him on Buzzfeed, but then it was his live video the other Friday when it struck me just how effortlessly fantastic his marketing skills are - whether he means to or not.
In the live video, he was running late.
But he’d promised a live Friday video, and he delivered a live Friday video where he blended so "violently" that it’s amazing he has any skin left.
For the uninitiated, "violently blending" is kinda his thing.
RIP Bob's bronzer.
Watching this video and seeing his followers grow so quickly got me thinking about the really fantastic things that he’s got going on in marketing himself - and the lessons we can all take away from it.
Here are five marketing lessons in Bob Herzog’s wake-up and makeup weekday videos:
Catchy names help information stick in people’s memory. Rhyming and/or alliteration are almost always winners. “Wake-up and Makeup” is catchy, rhymes, and is directly relatable to at least half the population. It’s also accurate as he’s putting on makeup while most of his viewers are waking up. These things help people remember more easily, and being memorable/easily remembered is key to everything marketing.
He has a filming schedule and he sticks to it. This allows the audience to know when to check back in. Lack of consistency can lead an audience to believe you’re not trustworthy or professional - which we certainly don’t want. Though Bob was seriously late - as in only 3 minutes until air - he still honored that Friday live stream commitment. This commitment to consistence strengthens the know, like, and trust factor.
Plus, as performers we can all relate to that panic when we hear the voice of god say places before you’re ready. I know I like to be ready WELL ahead of time to avoid this panic, but sometimes life happens. Bonus - that he can so quickly slap makeup on his face and be on the air without seeming crazed once the cameras are rolling is superdupercalifragiousexpialidotiosly impressive.
Authenticity. Human. Connection.
There's no air of pretension to what’s happening. This is exactly who he is. The audience feels that and reacts positively to it. The scant few times I’ve seen negative comments, his response has been so classy and heartfelt that - even if that particular person didn’t dig his style - he endeared even more people in his positive response to the negativity.
Pro tip: Of course we all hate negative comments and reviews, but in these are your chance to shine. By responding professionally and positively, you show people how you handle conflict. Negative reviews may lose you people, but handling it well can gain you back the RIGHT people. After all, we can’t please everybody and shouldn’t water down our works to try.
Behind the scenes
One of the major benefits of social media is that it allows the audience to get a behind the scenes peek. These videos deliver that. He's not in a makeup room, office or dressing room. He's on set at the desk. We get to see the that, as well as his colleagues and all the other things that take place behind the cameras before they start rolling. Often - especially when he’s running late - we even get to see the top of the show.
Behind the scenes is so beneficial for the performing arts - especially since it’s our job as performers to “hide the magic.” Unfortunately, when you hide the magic and make it look easy, the audience thinks it’s easy. When we show the work and dedication that it takes to produce a performance, the audience becomes more connected, appreciates the final product more, and becomes even more supportive.
Splash of the unexpected
Straight, married man with kids doing makeup tutorials? Definitely unexpected and that touch of the unexpected makes it wildly memorable.
Stories are what connect us, and there are always fun stories to be had in these videos. Bob has often said he’s a storyteller and loves to tell stories. It shows.
As performers, we are storytellers. Too often, we don’t apply that same verve to our marketing. What is your personality? What is your story? What are the stories that need to be told about your performances and the pieces you’re performing? Share those in your marketing.
These videos are entertaining and infinitely shareable. How can you delight and entertain your audience? Do it.
Always ends with the pitch..
At the end of each video, Bob shares the times and channels of the newscasts. (There’s a jump in channels midway through the air.) He also links to the livecasting of the program in the comments. One of the most important things we can do in our marketing is ask the audience what we need from them whether it’s watching your newscast, donating to your organization, or buying tickets to your performances.
So often I’ve seen people wonder why their marketing efforts aren’t working, and it’s simply because they’re not asking. The audience may not know that you want donations or for them to buy tickets to the show if you don’t say so. Don’t assume they know. Ask them and then make it easy by providing a link to take the action.
Pro tip: Yes, you must ask but don’t only ask. If all you ever do is ask and only ask then you’ll turn off your audience. Provide something of value first. Connect with your audience. Give them the reasons why you’re an awesome organization to support by showing them. (Like fun videos.) Then ask.
I love to look to industries outside of the performing arts for marketing tips. And though newscasting is similar in that is has performative aspects - and sometimes high drama - videos like Bob Herzog’s “wake up and makeup” series can inspire our own marketing in many ways.
Where do you look for marketing inspiration? How can you apply these lessons to your own marketing? share with us in the comments!
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