Marketing on a shoe string budget? Social Media stretches those dollars

I didn't know Benjamin Franklin had psoriasis.I do now thanks to one of the video entries in the Psoriasis  Cure Now Video Contest. Unless you are one of the seven million folks who suffer from psoriasis, chances are you haven't heard of the  Maryland -based patient advocacy group Psoriasis Cure Now!

But Psoriasis Cure Now has been getting lots of attention lately because of a gamble made by its founder --Michael Paranzino.

Paranzino decided to take the bulk of his annual marketing budget --money he might have used to place an ad in the Congressional Roll Call -and  instead used it to sponsor a video competition to create a PSA on psoriasis. He bought some Google Ads to promote it, listed the contest on some Video Contest Sites and he was off and running.

Corporate America has been on the video contest bandwagon for a while now. Everyone from Coke to UPS to the DIY Network is sponsoring video contests --some with huge prize winnings.

With a grand prize of $7500, Paranzino was not sure videographers would take the time to create a one minute spot.

But $7500 is still real money for most of us and over 60 videographers submitted entries. Paranzino was hoping for 20.

In creating his video contest, Paranzino was really looking for a  tool to take to Congress to lobby for more research funds.  What he has gotten in addition is publicity -- lots of it from bloggers who see this move as a trend in non-profit marketing. From The Agitator

 

Did PCN get their money's worth? Absolutely!

Some of the videos might air as PSAs on television. Others will be screened for Congressional staff. Others will be used on their website and for online viral communications.

Says Mike Paranzino of Psoriasis Cure Now:

"Our finalists include videos made by a chiropractor from Nebraska and a civilian contractor to the Army Corps of Engineers ... That they can do this in their spare time with retail equipment is astounding! It won't put the pros out of business but it will change the economics for all but the biggest players."

To that we'd add ... think of how energized other supporters of Psoriasis Cure Now will be to see the passion, creativity and commitmentof their compatriots.

This initiative is a winner in all respects. All the more impressive because we're not dealing with a "hot headline" issue here.

Roger & Tom

Originally Paranzino requested proposals from professional videographers to create the PSA.

But Paranzino couldn't afford those budgets -- that's when he got the idea of the video contest.Paranzino plans to use  the video as a marketing tool to educate legislators and the general public on the disease. The winner was just  announced  yesterday ---  Brendan Hayward received $7500 for his one minute PSA on psoriasis.

Paranzino's  end game is to get Congress to increase funding for psoriasis research. With Hayward's video and the videos of the other finalists, Paranzino plans to go to Capital Hill and ask for one minute to share the psoraisis story.He will use these one minute PSAs to do just that.

While Brendan Hayward won the Grand Prize there are nine finalists. You can view their videos here.

This is my personal  favorite.

Whether this campaign is  ultimately successful in increasing research dollars to find a cure for psoraisis  depends on how the  supporters of Psoriasis Cure Now use the video clips. Every member of this advocacy group can now send a link to the video to their representative in Congress and the Senate. They can try to have these PSAs run on local cable channels. And, they can blog about it.