While Madison Avenue advertisers are looking for new ways to break through the noise smaller companies are using their creativity and low-budget production to stake out a national and even global piece of the online marketing pie.
Case in point Terrence Kelleman the inventor of a creative jewelry line who used YouTube videos to launch his company Dynomighty Design onto the national marketplace with his mesmerizing video, “magic magnetic”.
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A simple video with a white backdrop and one amazing bracelet which caught national attention catapulted a small company of 3 into “an ambitious team of believers� recalls Terrence Kelleman from his new office in Brooklyn. Kelleman recounts, “I didn’t really have a marketing budget with many costs building up around me, and so I decided to make some videos in my spare time after work to post on YouTube in hopes of getting some attention, it worked.�
Indeed it did work, with over 2 million views that keep growing Kelleman’s small company is trying to keep up with demand. “That video has changed everything for our business” Kelleman recollects “until then we had been doing well but we were not meeting our sales goal for the holidays, then all of a sudden our biggest problem was getting orders filled fast enough.”
Photo by Dynomighty Design.
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