If you haven’t heard of Gregory Ng before you are in for a treat. Gregory took his creativity to a crazy level when he created Freezer Burns: The Internet’s Only Frozen Food Show. To date, there are 300+ episodes and Greg has amassed a loyal following of nearly 11,000 subscribers.
Not half bad for a show where the host literally microwaves frozen food, eats it and then tell us all what he thinks. What Greg is really microwaving is a fantastic example of creative marketing and putting ideas into action.
I recently sat down with Greg to discuss his show and realized there are a LOT of takeaways for creative entrepreneurs, small businesses and innovative marketers.
Side note: You never know when you will run into a business lesson. They are everywhere if you open your eyes.
Here are some takeaways:
1. Replication: Most of us understand that creating some kind of online content is important. It might be a podcast, series of photos, an interesting blog series or inspirational videos. But success from creating content online comes in the long run as opposed to overnight success. Greg’s success not only comes from a creative idea, but also because it is replicable. There is a format: Greg grabs some food, microwaves it and then chats about it. It will be really hard for Greg to run out of things to microwave.
Question To Ask Yourself: Is what I’m creating replicable or will I run out of material soon?
2. Human Connection: The neat thing about authentic online video (you know the type of video that doesn't require a green screen and an awkward teleprompter) is it is really the second best medium for getting to know someone (the first being face-to-face). You can’t fake a connection in an authentic video. Greg’s shows are unscripted and real. They happen in his kitchen. Sometimes funny stuff happens or could happen... like if he burns his tongue. And we love him all the more for it because it is just real.
Question To Ask Yourself: What am I doing to connect genuinely online with customers, clients, followers, and future clients?
3. Easy To Come Back: Once you are on the Freezer Burns website there are all kinds of easy ways to subscribe so you keep coming back. Examples: watch Freezerburns iTunes, follow Freezerburns on Twitter, join the Facebook group, watch Freezerburns on Youtube, sign up for the Freezerburns E-Newsletter, Subscribe to the Freezerburns RSS feed... and the list goes on.
Question(s) To Ask Yourself: Are you making it easy for people to come back to you in a variety of ways? Are you creating something worth coming back for?
4. Consistency: New episodes of Freezer Burns are released every Tuesday and Friday. This sends you a cue of when to show up. Sure, online content is available 24/7 on demand, but there is something to be said about having a publishing schedule. Give people a reason to show up.
Question To Ask Yourself: In this real time world, what am I doing to make sure people show up consistently?
5. The Bigger Story: As a marketer, storytelling might be the most massively underrated skill. Greg’s story is a great one. Filled with crazy ideas and taking action on them. His story is unique as he is and that has led to a variety of press ranging from Fast Company to The Wall Street Journal... and now this article.
Question(s) To Ask Yourself: What is my big story? Who actually cares about it and why?
No, none of us will probably create a spin-off of Freezer Burns. But, the lessons learned are applicable to any marketer to mix into your strategy.
How might you use Greg’s love for microwaving to fuel your marketing in 2011?
David Siteman Garland is the Founder/Host of The Rise To The Top, The #1 Non-Boring Resource & Web Show For Building Your Business and author of Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business (Wiley Publishing).