Forrester Shows How Retailers Succeed With YouTube

Posted on July 18, 2007
Filed Under Markets |

By Ross Hunter, Director of Operations, Hunter and Associates

Here’s an update to my story of the 12th, Web 2.0 Brings Shopping 3.0 and Just Forget Jupiter Research On This One: I should have checked Forrester in that review, because sitting over at Josh and Charlene’s blog (one of my favorite sources of analysis) was a story from just two days earlier illustrating the perfect way to use YouTube.

We recently got the chance to interview George Wright, Director of Marketing for Blendtec, the company responsible for the video you see here. The reason I’m telling you about it is that Blendtec is that unusual phenomenon: a company that has managed to make YouTube into an effective marketing tool. - willitblend.com: Speaking through YouTube

So play with that for a while, and note well Josh Bernoff’s comments on how Blendtec is pulling this off: there’s a great element of authenticity to this campaign. And authenticity is a key point I want to make.

This situation of doubt about the campaign use of social media sites reminds me of the early days of advertising moving to the Web. The same doubts arose from people who wanted bottom-line and ROAS assurance that their money would bring results.

What happened is that the early adopters simply continued to have enough success that the laggards climbed on board and then it was a land rush.

The point is that the Web has never been a flawed medium, it has simply required authentic presence and creativity to make it work in each one of its countless early stages. And there is always going to be a lot of testing and adjusting with every venture or campaign.

Same thing here I believe. I would never say that YouTube is a can’t-lose medium that all campaigns should take a flyer with. To the contrary, you would want to be very clever and very skilled to try and gain some traction from a presence there, or in MySpace.

But there are people who know their way around these places, people who have authentic sync with the space. Contractors can be found for anything.

And for some better information, take a look at this recent study from - wouldn’t you know it - Forrester: “How Consumers Use Social Networking Sites” report now available

My message is, consider it a viable medium, and then decide if you have a way in, and a hook to take with you. If not, move on.

Comments

One Response to “Forrester Shows How Retailers Succeed With YouTube”

  1. thetracksuitceo on July 24th, 2007 1:20 pm

    Blendtec is definitely onto something, I just forwarded the blended iPhone to all my friends as I did the blended lightsticks I found a few months back.

    Does YouTube marketing work? It just did!

    I agree with Hunter & Associates that if you don’t have a hook then you should move on. But I would go on to say that if you don’t have a hook then you’re marketing department sucks.

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