Charlfont, PA (PRWEB) November 5, 2007
ClearPoint Business Resources (NASDAQ: CPBR) ("ClearPoint" or the "Company"), a management company for temporary labor, showed clients and prospects recently that even a business-to-business company can promote a complex new, offering using online video and consumer-generated media ("CGM"). CGM refers to the rapidly growing online voice of consumers, as expressed in blogs, public discussions and forums, and more recently the explosion of online video. Marketers are taking note of CGM because buyers tend to trust it more than traditional marketing and advertising according to research. Until now, most sponsored online-videos were for large consumer brands like Coke and Mentos.
ClearPoint, a workforce management solutions provider based in Chalfont, Pennsylvania, bucked that trend before last week's Contingent Workforce Strategies Summit in Dallas, debuting a comedic viral video preceding the conference. The company hired a local viral-video marketing expert and one of YouTube's most popular comedians, Kevin Nalts, to produce the video. The video was ranked one of the top 3 comedy "videos of the day" on YouTube and was viewed more than 20,000 times on YouTube within days of its launch.
"Our I-Labor Network is a difficult offering to convey via traditional advertising," said Mike Traina, ClearPoint's CEO. "And it was a creative challenge to make an exciting viral video about a workforce solution that streamlines the complex process involved in procurement and management of contingent workforce. I-Labor is an entirely new and revolutionary way of staffing a contingent workforce, a paradigm shift in the industry, which is very akin to the evolution of CGM as a revolutionary new way to advertise."
ClearPoint distributed DVDs of "Mr. Complicated" and a series of Nalts' videos, and launched MrComplicated.com. ClearPoint president Chris Ferguson states, "Quite frankly we were surprised by the reception of the video on YouTube and by those attending last week's Contingent Workforce Strategies Summit. It has been great to get this much early exposure for our I-Labor Network."
"This was one of the most interesting 'behind the scenes' stories I've seen with a sponsored video," said Kevin Nalts, who has won numerous video contests that promote such brands as Mentos, Butterfingers and Panasonic. "Typically a client will provide me with a marketing objective, and I return with some ideas about how to make them interesting online. But Mike and his team decided to have a company brainstorm one Friday evening. We started with some flat ideas, but got excited about the idea of Mr. Complicated, who is reminiscent of a Saturday Night Live character."
"We needed to find a way to make our video communicate I-Labor Network's benefit but ensure that the video would be funny and viral," remarked Traina. "We also wanted to have fun spoofing the 'status quo' in purchasing, without offending traditional procurement managers."
The team began by describing to Nalts the difficulties and unnecessary complications associated with procuring contingent workforces without I-Labor, and how many phone calls, faxes, contracts and headaches are involved for the procurement and HR teams of large corporations. "Initially we thought we'd portray a purchasing agent in the depths of complexity, but that risked offending a potential target and -- more importantly -- boring someone who couldn't relate to that experience," said Nalts, who also has a full-time job as a Marketing Director, and blogs about online video on WillVideoForFood.com. "The breakthrough was when we decided to take this character and portray him in an everyday experience." One of the Clear Point staff members suggested having the character ordering a pizza, and the room lit up with energy on that idea."
In the 3-minute debut video, "Mr. Complicated" and his embarrassed wife invite friends over for dinner. Instead of simply ordering a pizza, Mr. Complicated proceeds to spend the evening on the phone trying to bargain for different ingredients from various suppliers. The delivery people bring various parts of the pizza while Mr. Complicated's wife and friends fall asleep on the couch. Finally, one of the guests (played reluctantly by Mike Traina) decides to order pizza on his own, and minutes later a delivery person provides the box branded with I-Labor Network. The spoof matches the functionality of I-Labor which allows purchasing agents to have one contract, one contact point and no costly system integration to order temporary staff.
"The feedback has been almost entirely positive and many people didn't feel like they were watching an advertisement," concluded Nalts. "We also explored a new approach by building a website devoted to the character rather than asking people to make the leap from a funny video to a promotional site for ClearPoint. The MrComplicated.com site is helping bridge the otherwise chasm between entertainment and promotion, and serves as a platform for additional videos we're launching next month.
To view the "Mr. Complicated" video in its entirety and learn more about ClearPoint, please visit http://www.MrComplicated.com.
ClearPoint is a workforce management solutions provider based in Chalfont, Pennsylvania, near Philadelphia. ClearPoint's business was founded in 2001 and currently operates through 29 branches across the United States with over 140 employees and over 3,500 field associates. ClearPoint operated under the name Mercer Staffing, Inc. until it changed its name to ClearPoint in 2006. ClearPoint focuses on human resource/staff outsourcing, vendor management services, customized managed service programs, and workforce optimization. It also provides business services including business process outsourcing, support services for the transportation, logistics and staffing industries, and benefits solutions and administration. ClearPoint is also known for its project-based staff augmentation service which includes full service project solutions, executive search and permanent placement services, contract recruiting services and short- and long-term hourly-based assignments. ClearPoint was recently recognized in an elite group of 100 companies in its industry with at least $100 million in revenue in the May 2006 issue of Staffing Industry Report, which published its annual list of top staffing and human resource outsourcing companies. ClearPoint (referred to as Mercer Staffing, its prior name, in the article) was also recently recognized as the 17th fastest growing private company in the United States in the "Inc. 500" in the September 2006 issue of Inc. Magazine.
About Nalts and WillVideoForFood.com
WillVideoforFood is the website of Kevin Nalts, a self-proclaimed "viral video genius." Nalts is one of the most subscribed YouTube comedians, with more than 15 million views on YouTube. He has created and posted more than 500 short online videos, and has a blog and forum for video creators and marketers.
About Contingent Workforce Strategies Summit
The Contingent Workforce Strategies Summit is the only conference designed especially for corporate managers of contingent workforce programs. Attendees included leaders from a variety of functions, including HR, procurement, IT, and line management. Through presentations from top thinkers and innovators in the field, practical case studies, and extensive networking with peers, attendees left with best practices and next steps to take to optimize their contingent workforce programs.
This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements involve risks and uncertainties that could cause results or outcomes to differ materially from those expressed in the forward-looking statements. Forward-looking statements may include, without limitation, statements relating to ClearPoint's plans, strategies, objectives, expectations and intentions and are intended to be made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Some of the forward-looking statements can be identified by the use of forward-looking terms such as "believes," "expects," "may," "will," "should," "could," "seek," "intends," "plans," "estimates," "anticipates" or other comparable terms. The risks and uncertainties discussed in the section "Risk Factors" included in the reports filed by ClearPoint with the SEC should be considered in evaluating ClearPoint's forward-looking statements. Such risk factors could cause actual results to differ materially from those in the forward-looking statements. You should not place undue reliance on ClearPoint's forward-looking statements. Further, any forward-looking statement speaks only as of the date on which it is made, and ClearPoint undertakes no obligation to update or revise any forward-looking statements.
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