Connected Customers are now more powerful than companies and brands. The shift from Vertical to Horizontal, Exclusive to Inclusive and Individual to Social has been enabled by social media and technology and accelerated by the pandemic.

The 6 videos and 2 powerpoints in this blogpost are COSLA Chapter Synthesis and Local Application examples for and by students taking Marketing Management and Digital Marketing at the Ateneo Graduate School of Business.

Why are their 4 videos on the same topic?

The old must give way to the new. The good must be superseded by the better and the best. The 2020 edition was good. The 2021 versions are significantly better!

Just a year into covid, new learning video materials have become necessary to continue the productive engagement of students in online classes. Some of the videos are created by VCoach Bong; others are extraordinary submissions made by students.

The best materials are useful benchmarks that students can use to make their own tasks. Here is the latest, best version of a COSLA video, which better follows Story Selling principles…

Video #1 : 4 minutes, 2021 edition, Rating: Excellent

Below is the 4 minute edition of Power Shifts to Connected Customers, Chapter 1 of Marketing 4.0. I recently adjusted the class requirement for COSLA videos so that the video length is only 3 to 5 minutes. This is a major change from the previous standard of 10 minutes max and 15 minutes maximum length.

It may be useful to also refer to the powerpoint base of Video #1 (uploaded on slideshare)

Video #2: 8 minutes, 2021 edition. Rating: Above Average (Better than Video #3, but not as good as Video #1)

The second video below is the 8 minute edition of the same Chapter. This was made only a few days before the 8 minute video and VCoach was surprised that such a short topic can take up 8 minutes! Notice the following key differences between the 4 and 8 minute…

(1) Of course, the shorter time for the same content. This required removing some of the “not as important” content such as mentioning AGSB or even the Forbes example. Also elaborating on some ideas was not done in order to keep the time constraint. The shorter video time, however, will increase the likelihood that the viewer will finish the video. This is also a clear demonstration of the marketing discipline on Focusing on the Key Idea, and leaving out the BS that just clutters the main points.

(2) All pictures appearing in the 4 minute video have text captions below it. This explicit captioning of the picture prevents the “loss in translation” error when the viewer is not sure what the picture is all.

(3) Incorporation of music at the end in order to match the intro part. This creates a balanced impact and a signal to the viewer that the end is coming.

(4) Addition of the subscribe invite at the end

(5) The viewer has the option of turning on captions when the video is played on youtube. Try it! Watch on youtube and click on the cc button.

(6) The thumbnail cover of the video emphasized the 4 minute length of the video. I am reminded of my own personal habit when using Youtube- I would always choose the shorter video when all other things are the same (number of views, author, attactiveness of the title, etc). In fact, even if the first video was uploaded 3 days later, it already generated more views!

Video #3: 17 minutes, 2020 edition, Rating: Satisfactory

What a Difference a Year Makes! The form and content of this video has been updated.

This was 17 minutes long! It was ok then because the time limit allowed for the project was 20 minutes.

It is highly recommended that you just scan thru the intro, outline and body to see how different Video #1 and #2 is.

Video #4: 8 minutes, MUST WATCH to guide you on your COSLA

This video is an important guide on the points of parity POP and points of difference POD among the 3 videos.

Just to be clear and remove any doubt, the move from white background (2020) to blue background (2021) is simply Vcoach personal decision unrelated to the 2021 rubric for assessing a COSLA video. Sticking to the white background, just like the 2 student samples below is ok, and in fact is recommended if you have limited time to do this activity.

For 2021, a repeated question is: can you use a different template. The answer is yes, as long as you are able to include all the mandatory elements in the rubric for your class. The suggested template (with white background) is now recommended (as of August 2021) but it is not mandatory. This will be the answer for the Truth but Verify (TBV) excercise in case this is asked.

Here are 2 excellent benchmark examples of the latest, most outstanding student work which in many dimensions are superior to VCoach own output.

Video #5: 5 minutes, Excellent Student Work:

Note: At the time this video was made, the allowed time limit was 5 minutes. That is the only change- all the other elements and execution of this video as far as showing concepts and local applications remain. This is still useful to watch and use as benchmark when making a 3 minute COSLA video.

COSLA5 min Video by Dr. Kay Pioquinto Jimenez of MBA Health Marketing Management Class v84, July 2021

Video #6: 5 minutes, Excellent Student Work:

Note: At the time this video was made, the allowed time limit was 5 minutes. That is the only change- all the other elements and execution of this video as far as showing concepts and local applications remain. This is still useful to watch and use as benchmark when making a 3 minute COSLA video.

COSLA 5 min Video by Dr. Susan Lapid Lim of MBA Health Marketing Management Class v84, July 2021