Three years ago, the Rockenbok Toy Company was reaching customers through specialty stores and word-of-mouth exclusively–no video production!. The toy company has had a website since 1999, but according to the company’s founder, Paul Eichen, Rockenbok wasn’t finding any customers through the web.
But Eichen reconsidered his business strategy when the economy tanked and specialty shops began closing down. In an interview with ReelSEO, Eichen recalled, “As the opportunity to demonstrate in toy stores was disappearing, we needed to be creative with new ways which we could demonstrate our toy system. We thought of everything — from renting kiosks in malls during Christmas time to attending events like maker fairs and robotics conferences. Ultimately as we tested different methodologies, we found that creating videos and video editing— that not only demonstrated our products, but are really fun and show kids how they can play with Rokenbok — was what really took off for us.”
Rockenbok’s social strategy was so effective that today, half their customers are getting their first impression through YouTube videos. “YouTube is becoming our most important vehicle for advertising. We are transforming ourselves from a classic toy system that was sold in specialty toy stores into a direct marketing company. We only sell online now,” Eichen said.
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