"Advertising is a tax you pay for being unremarkable."
-Geek Squad founder Robert Stephens
There are STILL plenty of very smart people in the world who have not begun to realize the power of the web. For some, it’s a fear of technology. Others have been too busy engaged in successful business. Still others just have their heads in the sand.
I was having a conversation with a group of very successful brick and mortar jewelers a couple of weeks ago. We were talking about my blogging class and they asked if I knew of any jewelers who have had any measure of success with blogging. I pointed them to Ice.com and their use of a blog strategy to tie their name to celebrities and provide lots of in-bound links to products.
Then, they asked me if I could name a business that has achieved any kind of success with YouTube?
In my mind, I thought "Do you live under a rock?" Out loud I instantly replied, "Blendtec."
I knew that they had received millions upon millions of views with their fun videos showing CEO Tom Dickson blending just about anything that will fit into the mouth of the blender. Now, thanks to the Salt Lake Tribune last week, we know that the result of the YouTube exposure is ONLY 500% growth for the company.
Remarkable? Yes, the product is remarkable. The videos and YouTube just gave people an easy way to spread the word. 500% growth. No advertising. NICE.
How about another company that uses YouTube successfully? Again, just take another look at Ice.com. They have a successful YouTube channel with entertaining videos that are fun to share. They don’t have the Blendtec numbers, but obviously have a nice following and a sound strategy.