Online videos are all the rage nowadays; and businesses are jumping into the bandwagon.
According to the research of Nielsen Company, an estimated 81 million people who access the Internet over broadband in the U.S. watch broadband video at home or at work — and growing fast. Hence, more and more businesses are harnessing the power of videos to create buzz for their products and attract a whole new demographic, mostly the younger set.
One example of how a business uses online videos is Jockey’s new site StopSquirming.com
http://stopsquirming.com/ . The site is a tongue-in-cheek approach that focuses on one of the most common problems of mankind — uncomfortable underwear. It is also the platform for introducing their new product: squirm-proof underwear.
This new website is an excellent illustration of how a business can tap the power of online videos and how to use the Web 2.0 approach of interactivity by allowing users to upload videos and vote for what they think is the best.
The things I like about this approach used by Jockey are:
- With this new site, Jockey is addressing a common problem their target market faces
- When introducing a new product, it must first and foremost address a need; and then decide how to attract potential customers.
- It allows them to attract a new and younger video-watching audience for their brand.
- The site is a great viral marketing tool: the topic alone and the videos can be something that younger folks would love to talk about and share with their friends.
- The site provides a branding opportunity for Jockey as their brand name can be found all over the site
- Site encourages shopping at Jockey.com as a prominent link at the top navigation area urges visitors to shop at Jockey.com
- The site is fun — not only the videos but the “Grundy Grievance” service that allows users to send underwear problem alerts to their friends
While we may not be able to implement something as finely packaged as this Jockey website, the ideas behind the site are definitely worth looking into. We need to first and foremost look at the needs of our customers — find a problem that they have, and then offer a solution to address these needs. Jockey succeeds in taking a fresh spin to introducing a new product, and adopting an approach that is sure to be a great hit with their younger target audience.