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I love YouTube because it's given us a global stage to perform on.
I can really tell a story
that I can't tell any other way. You learn anything, you can find anything.
It's basically Google in video format.
I think that you can communicate so much in so little time. With YouTube we found a
way to really precisely target our audience,
and then provide all of the information that was needed in video formats
to support the whole sales process.
YouTube has allowed me to take my audience from a small, local group
to a huge worldwide audience and now
knitting instruction and creating videos is what I do full time.
Before we started using video we did a lot of other types of traditional outreach,
using print advertising,
some online advertising, book tours, direct mail. We had a public access
television show at one point, so we knew we wanted to do something
with video, but we kind of wanted to expand
our message. Rokenbok, through most of its history,
demonstrated its products with play tables in specialty toy stores
and that population of specialty toy stores has dramatically collapsed and so
we had to find a way to demonstrate Rokenbok for an audience
without letting them physically
touch the product. So Ceilume's a small manufacturer located in Northern California.
We manufacture decorative ceiling tiles.
We now have a relationship with a hundred and fifty contractor outlets
around the country. We can't afford to put somebody on a plane to go see all
hundred and fifty of those.
What video lets me do is since I can't be
in front of him at a sales counter,
I can put a video in front of him
that shows him as much as possible about the product,
so he or she completely understands what it is we're selling.
And then they can make a real fair evaluation
about is this going to be appropriate for me or not.
It demonstrates more than
articles and more than pictures,
and especially when it comes to fitness 'cause they can actually see the
movement of how to do exercises.
There's no other marketing platform that we can think of
that can deliver the type of message I can deliver the type of content that we've done.
Video is a powerful medium because it
helps create better connections with the viewers and the people making the video.
My classes oftentimes have people in there that have never met me in person but feel
like they already know me because they've been watching my videos.
YouTube is a really good way for us to have conversations with our fan base,
with our audience. "Here's the RokBlocks guitar
keep rockin'."
It's really cool to have that immediate
feedback. To see it tangible, right there on the page to know what your audience thinks, to know
what your audience wants.
What's most important to us when we make a video
is what the customer sees. We tried to make sure that they're seeing something that they
can identify with.
We want them to be able to see themselves
within the video content.
Not all of our videos get
hundreds of thousands of views but certain videos
really speak to people and they get shared and they want to put it on Facebook or email it to their mom
or Tweet about it.
Putting the video
on YouTube makes that really easy. We went from a pre-YouTube
tiny little business to
now a YouTube business that is now worldwide and growing all the time.
That's the greatest thing YouTube's done for us.
For the past two years we grew
from just me and my roommates starting the company
to now about fifteen people.
Our audience went from being
a regional ballet company with a
regional audience to literally
a global audience overnight. YouTube and the use of video marketing
has set the direction for our marketing communications for the foreseeable future.