Mighty Wallet Creator Gives Mighty YouTube Marketing Tips
A virtually indestructible paper wallet that costs less than $20? We’ll believe it when we see it!
Well, we saw it. And you can too. Thanks to Mighty Wallet creator Terrence Kelleman’s YouTube channel that provides the primary source of marketing and promotion for his sustainable product line. We first ran into Kelleman at the POOL Tradeshow in Las Vegas where he had us mesmerized with his magnetic jewelry. We’re not the first though. When Kelleman’s MOMA co-workers caught wind of his magnetic bracelet side project and instantly wanted to pick up the line, he decided to utilize his even better in action product and trained eye as a photographer to create videos to act as ad spots for his work.
Over 5 million video views later and we have a success story:
When you started producing these spots how did you stay focused on how you wanted to present your brand and products?
You just really have to be in tune with what people are interested in. For example, we did a video with Eric from our design team making a drawing on one of the DIY Mighty Wallets. The idea came to me one day because as you walk through Central Park and you see all those people doing portraits, there are always people standing behind the person doing the drawing. I thought, you know what, people always love watching other people being creative so why not make a video focused on only that.
So Eric was brave enough and did a very nice drawing on the spot. He pulled off this very nice articulate drawing on our wallet. The total footage was about 30 minute and we honed it down to about 7 minutes with transitions. It’s gotten like 170,000 views since December.
That’s pretty impressive.
Well, again, you have to focus in on what people are interested in. What do people want to see? So you build on that or you can give them a behind the scenes look instead, like the video with my daughter and the DIY wallets, that a different look at the brand.
What’s the trial and error process like? Did it take a long time to figure out what was working?
It was trying a lot of things. You just don’t know until you try. Obviously you hope to minimize those sorts of things but you have to try whatever comes to mind. One thing is you look at what other people are doing on YouTube and what people like to see.
Was it just a matter of how many views a video received?
When we did our first magnetic bracelet video on YouTube, within a month it was featured video for 10 days during Christmas and it shot us into huge success within three months we had sold over 3,000 units. And it was just me, showing tricks with magnetic bracelets so from there it was like, okay, people like tricks with magnetic jewelry. So you do more and more and more until you’ve exhausted that and then you try something else.
Recently we did a video of the magnetic organizer and it’s supposed to be used for business cards, put pictures on your desk, organize things. And we have a lot of these magnets that don’t meet our quality standards so we have a bushel of them downstairs, so one days I thought what would be the worst messy desk scenario with all kinds of stuff on stand then somebody comes in with Tyvex suit and starts shoveling the desk dots onto the desk as sort of an industrial organizational shoot. And it was kind of crazy and it took me like two days to set up and I thought this could be the dumbest thing I’ve ever done or this is going to be really great. So we posted the video and it has about 150,000 views since September as well. So you don’t know until you try, so you just have to try lots of different things.
But why YouTube? Is it really that important compared to other social outlets?
Well I think the first thing you have to recognize is that YouTube is the second largest search engine on the internet right now, so people are searching YouTube and using it just right behind Google. So you have this huge audience. As far as presenting your brand, you’re building a story about yourself. You have to think about your product and what can people learn from you.
And what lesson did Mighty Wallet want to give?
With us people asked how can you make our wallets? Well, we’re not going to show them exactly how to make our wallets but I did do a video and showed people how to take an Express Mail envelope and use an X-Acto knife and some tape and make a wallet. And it’s hugely popular because people love that we’re giving away some aspects for people to make their own wallets if they don’t want to spend the $15 to buy one.
Has it been important for you to be this open brand? YouTube is very exposing, in every sense possible…
Well, we’re a creative brand. We’re about people being creative, about input from other people being creative and it builds an enthusiasm of our company that you don’t really get when you’re a stone facade of a corporation. We’re a small team here and we just making it happen on our own. YouTube has allowed people to see that and we’ve had a lot of people write us saying we’ve inspired them to pursue projects of their own.
For more information on the Mighty Wallet and Dynomighty Design, visit them online.
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