Owning and operating a number of medium-small retail websites that sell items that are difficult to ask for in person posed a marketing challenge to its owner Tom Nardone of Troy, Michigan who runs PriveCo. Although he saw the potential of selling an item such as the inexpensive bulletproof vest online according to a recent Associated Press (AP) article, Nardone realized that he needed to reach a wider audience than he was getting at gun shows. He began creating videos where he demonstrates the strength of the vest, shooting everything from watermelons to boxes of candy to illustrate what his bulletproof vest can and will do. The videos can be graphic, with items exploding at slow speed and Nardone sometimes splattered with barbecue sauce or peanut butter.
PriveCo’s videos have collected a following, according to the AP article, with the melon video earning nearly one million views. In the video, Nardone lines up seven melons and shoots them at point blank range. The video illustrates that one would have to carry around four water melons to match the protection Nardone gets from one inexpensive bullet proof vest. Nardone is often recognized at gun shows and has received compliments from people who like to watch him shoot items from gravel to boxed wine, AP notes.
It’s natural for some small businesses like real estate brokers to use videos in marketing campaigns for houses and other properties; for others, it can take some brainstorming and perhaps even an offbeat sense of humor to come up with something compelling, the article notes. But more businesses are getting on board — Facebook counted more than 3m small business videos posted in September, up 50% from 2m six months earlier, according to the company’s most recent published figures.
Arlington Machinery, which sells, repairs and appraises used plastic-making machines, began posting videos on YouTube nine years ago with several objectives. One was to raise the company’s rank in internet search results, and another was to display machines for prospective buyers. Or, if equipment was sent to the company for repair, videos could show the owners that the machines were ready to be sent back, the article notes.
But more recently, Arlington realized videos were also a way to market itself to different kinds of customers. The Elk Grove, Illinois-based company decided to have a little fun and commissioned the whimsical animated video that explains the company’s services.