Merchants Find the Value of Video.
Thanks to its quirky product videos, Dynomighty Designs is now a YouTube sensation. And that exposure has helped the online jewelry and accessories merchant flourish.
The company made its YouTube debut in November 2006. That’s when president/designer Terrence Kelleman took a point-and-shoot camera and created a 1-minute, 36-second video of himself demonstrating its flagship product, the $15 magnetic Bandoleer Bracelet. He then loaded the video to YouTube.
The clip became so popular that it was featured on the YouTube home page just before Christmas. Seven weeks after the video posted, Dynomighty Designs had sold about 3,000 Bandoleer Bracelets. That was double the number of bracelets the merchant had sold in all of 2005. (Though they were overwhelmed by the response, Kelleman and his wife, Ingrid, managed to fulfill the orders.)
The video was made on the cheap — Kelleman already owned the handheld camera, and the video editing software came preloaded on his Mac — and on the fly. And as Kelleman puts it, the clip became a “monster” marketing vehicle for Dynomighty Designs.