IRWIN Tools Video Case Study
Video Case Study
January 2012
Summary:
Imagine what might happen if you couple the power of a trusted tool manufacturer with one of the most highly respected home improvement online experts in the world.
Then take it one more step. Envision, if you will, what happens when that expert shares his passion for a product with his followers.
Let’s go on that journey now.
Here’s where it started. An email exchange with a top marketing person at IRWIN Tools.
Let’s continue the trek!
My free video offer generated a very quick response - Kelly got back with me in just about an hour. We agreed to tape a video about the IRWIN Vise-Grip Pliers. They were sent to me before Christmas, 2011 and I taped the following video on December 31, 2011.
The the Magic started to happen. Unsolicited comments proved the video influenced people.
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This is the first I heard about these new pliers and at least one is on my list to buy at the first opportunity. Thanks for bringing them to my attention.
DeckB60463 1 day ago
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Influence is great, but actual SALES are better.
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Definitely do more tool videos. Going to buy a set due to this video.
gollumthedog 1 week ago |
There’s still more road to travel. It gets even better.
We’re not done with the journey. I asked my newsletter subscribers to watch the video a second time so they could then tell IRWIN what the video meant to them.
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@AsktheBuilder Well, tell the tool manufacturer that the next time I see these pliers at the hardware store, I'm buying a pair. A direct result of seeing your video. I never know such improvements had been made in the design since the last time I bought a pair of channel locks!
polomarey 4 days ago
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Within 48 hours, here’s how many of my visitors watched the video. As each hour passes, MORE watch it.
The day this case study was created, 5,202 people had watched the video, and it had only been live on YouTube for less than 14 days. Simply amazing.
SIDEBAR COMMENT: If IRWIN had been on board with a Paid Product Placement in this video, I could have send a direct email, see the red arrow, to JUST those who watched the video!
IRWIN could have had me send a promo code, a coupon, a rebate offer, you name it. How many tools would have sold then?
But there’s more .......
I decided to ask the 100,000 subscribers on my newsletter if they felt my videos helped them make good decisions when buying.
Here’s just a sampling of what they sent me:
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I subscribe to "Ask the Builder". When I saw Tim Carter's video on IRWIN pliers, I was impressed. Later in that same week, I sued a gift card (from Santa) to purchase a pair of your adjustable pliers at my local Lowe's store. I have used them twice - once to hold nuts while tightening bolts and once to hold a female hose coupling while disconnecting a seized joint. Worked just as Tim said it would.
Buzz
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I think you get the picture.
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Tim,
I away look forward to your newsletters. I alway learn something when I read them like the piece today on wiping the tools with old oil. Makes a lot of sense but I just never thought of it.
The piece about the Irwin pliers was great as well. Will be looking to add some of those to my collection. Especially the ones with the smooth jaw which will work great around my apartments when working on plumbing projects.
Thanks again,
Mike Cyr
Presque Isle Marine
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Consumers, the ones on my list for sure, want to know more about tools and products, and they TRUST my opinion.
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Tim, watching your videos is very similar to viewing a TV commercial -- EXCEPT I trust you & your experience to "shoot straight" & not endorse anything you don't believe in! Keep it coming.
Brian Weeden
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And most importantly, they BUY the things I feature.
Thanks for coming on the expedition. I hope it was worth your time.
Tim Carter
Founder - www.AsktheBuilder.com