As companies continue to explore ways to connect to the new social media venues, one company has found that YouTube videos are helping to increase consumer confidence while lowering customer returns.
OFM, Inc., a leading office and school furniture manufacturer, distributor, and wholesaler, reports that returns of furniture featured on YouTube are being returned at half the rate of furniture not available for preview on YouTube.
The company feels end-users were more satisfied with their purchase. Consumers are able to go to OFM’s You Tube page and review and compare products before making a purchase. Once there, consumers are able to see the product in vivid high-definition videos that use humor and music to keep the viewer’s attention.
Since early 2009 OFM developed over 90 videos showing the features of their models. Videos feature a single product or an entire product line. OFM says their retailers appreciate the assistance in marketing its products to consumers.
“These instructional product videos provide what has been lacking in e-commerce business - a personality behind the product line,” says Cindy Nelson, co-founder of BPOF.com. Much of the OFM products are shipped to Michigan homes and businesses with BPOF absorbing the shipping charges.
“OFM has done a great job of utilizing social media platforms like YouTube and Twitter to help customers and end-users interact with their products in a fun and engaging way,” says Dean Stier, marketing director for the National Business Furniture which services Michigan with same day shipping.
OFM product is available at Standard Office Supply, 928 Military Street in Port Huron.
Advantages to YouTube
Traditional furniture retailers Art Van and Gardner White are well known for having salespeople “shadow” customers. The videos allow a customer to see the product without having a high-pressure salesperson next to them. The customer is also able to get very detailed information accurately, something not necessarily available from a salesperson trying to remember product features.
Using YouTube and Facebook also provides a connection to the innovation-loving generation of buyers entering the upper ranks of procurement/purchasing management.
Having a YouTube page specific to a company is a proven method to create better brand awareness of a company.
The future
“The videos educate the consumer on the product and take away the guessing before they buy it without adding any additional marketing expenses for our retailers,” says Abel Zalcberg, founder and CEO of OFM who came up with the idea for the videos. “We hope to continue being innovative with the tools we provide to our dealers to help make their sales even easier.”
A sample of OFM's video marketing.
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