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[MUSIC PLAYING]
ERICA BISER: BR-111 got started by Ricardo and Daniel,
they ended up getting a vehicle and then going around
trying to sell some hardwood flooring.
We import all of our exotics from Brazil.
Exotic is considerably more dense than American species.
DAVID BURKE: The increased popularity of exotics in
general sparked by our influence, we've been able to
invest more dollars in marketing and advertising.
RICARDO MORALES: We knew that we had to market, we knew that
we had a brand.
ERICA BISER: We wanted to do a national cable campaign.
It was a shot in the dark.
We never did it before, we didn't know much about it, we
were trying to educate ourselves.
RICARDO MORALES: We weren't very pleased with any of the
experience.
DANIEL PAGANO: It was a disaster.
RICARDO MORALES: It didn't feel honest, it didn't feel
like people knew what they were doing.
And if it wasn't from the Google TV product, we would
shy away from it.
ERICA BISER: Our target audience is the woman.
She's highly educated and she want's something that's going
to last. The woman generally makes the end decision when it
comes to the home.
We probably aired on 20 or 25 different networks, HGTV, DIY,
Food Network.
DANIEL PAGANO: We know how many millions of TVs were on
at the time when our advertisement was being shown.
DAVID BURKE: What you guys provide, you
can actually measure.
ERICA BISER: It makes your life so much easier.
You could just adjust it on a whim.
You didn't think a certain channel is working out, you
can just take it out.
And then you can allocate that money somewhere else.
And you can do that in two seconds.
DANIEL PAGANO: It's pretty unbelievable.
ERICA BISER: The traffic on our website has increased I'd
say at least 500%.
DAVID BURKE: The nice thing about Google is that you paid
for what you get.
It's kind of like a success fee.
ERICA BISER: I would say it this way, I don't sweat when I
use Google TV ads, but you definitely sweat when you're
installing a hardwood floor.