US-Händler Shoes of Prey konnte mit einem Viral-Video erst kürzlich den Traffic im Online-Shop spürbar steigern. Ähnlich beeindruckend wirken auch die Zahlen von US-Designer Terrence Kelleman, der seinen 2002 gestarteten Schmuck-Shop Dynomighty Designs ebenfalls über Video-Marketing auf YouTube promotet:
"Thanks to its quirky product videos, Dynomighty Designs is now a YouTube sensation. And that exposure has helped the online jewelry and accessories merchant flourish. The company made its YouTube debut in November 2006.
Designer Terrence Kelleman took a point-and-shoot camera and created a 1-minute, 36-second video of himself demonstrating its flagship product: the $15 Magnetic Bandoleer Bracelet. He then loaded the video to YouTube.
The clip became so popular that it was featured on the YouTube home page just before Christmas. Seven weeks after the video posted, Dynomighty Designs had sold about 3,000 Bandoleer Bracelets. That was double the number of bracelets the merchant had sold in all of 2005."
Während also Shoes of Prey das eigene Produkt mit Hilfe einer YouTube-Ikone beworben hatte und so eine Grundreichweite einplanen konnte, kam bei Dynomighty Designs der Erfolg anscheinend ohne fremde Starthilfe zustande.
Ein beeindruckender Erfolg also, wenn beim YouTube-Marketing auch wirklich nicht nachgeholfen wurde. Vor allem, da der Clip praktisch nichts gekostet hat:
"The video was made on the cheap — Kelleman already owned the handheld camera, and the video editing software came preloaded on his Mac — and on the fly. So the only cost he accrued to make that first video was for royalty-free music, and he got that online for less than $10.
Even now, Kelleman uses a $500 Canon TX1 HD camcorder and a low-end Macbook Pro with iMovie to create videos. His time per video ranges from two to three hours, though if it involves going off-site to shoot a lifestyle video, it could take one to two days."
Doch im Vorfeld hatte nicht einmal Kelleman selbst daran geglaubt, dass sich bereits mit wenig Budget viel erreichen lässt:
“If you're getting a photo taken of a product, you need someone to operate a camera, format the photos and put them on the site.
When you apply that to video, the fear multiplies. If marketers could just get started by opening the movie feature on a point-and-click camera, they would find out that with just the basics, you can create compelling video.
You need to take a risk in order to get noticed. It was amazing to see how powerful YouTube was. YouTube viewers are not just watching videos — they are buying."
Der Clip zum Patronengurt-Armband zählt inzwischen über 2,8 Millionen Abrufe. Zusammen mit den übrigen rund 120 Produktvideos kommt der YouTube-Kanal von Dynomighty Designs aktuell auf etwa 5,5 Millionen Video-Abrufe.
Passend dazu:
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