There are a couple of tech Mecca’s in the United States, and Seattle is undoubtedly one of them. Maybe that’s why many the newest things in digital media often get a foothold there, like the more intelligent use of video programming. Wait until you see how these Seattle companies are using streaming video technology.
Pal Do World Market is a Korean Supermarket chain that resides exclusively in the Pacific Northwest. They have an export office in Korea, but their corporate stronghold in Just south of Seattle. Recently, Pal Do store manager, Mr. Bang, has implemented an experimental program using a streaming video series. The series is hosted on a video page, at the address www.nwtvnet.com . Although the language is Korean, it is not difficult to tell what Mr. Bang is trying to do.
There is a large Korean Community in Federal Way, a suburb about 20 miles south of Seattle. The Pal Do Market video series features the department heads of produce, seafood, meat, and so on, simply talking about food generally. They are not trying to sell anything at all. Why this approach? Because they have realized that people do not like to watch commercials. What they want is content that makes them feel more connected to the community.
The programming on www.nwtv.com is designed to let the average shopper get familiar with these grocery department heads so that they will feel comfortable in approaching them for advise. It is really a savvy use of the medium. Myung Ho Lee, a spokeswoman for Northwest TV Network, explains that businesses almost cant resist making a commercial when they get in front of a camera. Mr. Bang seems to understand what many other companies would do well to realize. Put good content out there, invite the community to view it, and the sales will take care of itself.
Pal Do World's website is not getting a lot of attention, but the videos on www.nwtvnet.com are getting some impressive views. Very intelligently, Mr. Bang has included other Korean businesses in the network, encouraging them to produce video as well. You can see the fruit of these efforts by clicking the ads at the bottom of Pal Do’s video page.
A few other companies in Seattle are using a similar approach with the same technology. www.abruzzipizza.com hosted a charity event and created a moving video seriesof that for their video page. www.dunvillegalleryandrestoration.com put up some amazing educational videos depicting some of the outstanding 19th and early 20th century restoration projects he has done.
In a world that is hot to push everything in our faces, it is good to see some companies taking a more intelligent and tactful approach. Kathy Gill at the Digital Communications Department of the University of Washington loves this kind of innovative strategy. Rocket Dog Communications (www.rocketdog.org, a long time Marketing Company in Seattle feels the same way. Web 2.0 is here, but how do companies, big and small, use it well. Seattle may have found a part of that answer.
TV uses entertainment programming and interrupts it, irritating the audience with ads. Pal Do Market is entertainment programming, and they are the advertiser. Good thinking Seattle!
See Pal Do's Video Page at
www.nwtvnet.com. See Dunville Gallery and Fine Art Restoration Video Page at
. Get your own video page at www.dragnetmarketing.com
