I walked into a local locksmith yesterday, Ashland Lock and Security Solutions, and I was greeted not by one video monitor… but two. A pair of flat screens playing videos featuring two different products.
Two monitors, two brands
One of them was showing a durability demonstration for a particular lock system (VIDEO BELOW) and the other highlighted a bunch of different locks and the mechanics behind how they work.
The videos actually accomplished a couple of things. First, they provided me with some interesting stuff to watch. I’m serious… the content on each monitor was genuinely interesting. Second, my time in the store took a little longer than anticipated, but it didn’t feel that way because I had something to keep my attention.
Seems like a win, win to me. The store was able to market to me while keeping me entertained all at the same time.
Free content for the store
I asked the locksmith about the videos and he told me the lock companies actually provided and installed the monitors, as well as stream the content. That’s free content folks. Not a bad deal.
Turns out each of the lock systems are brands offered by the same company, Assa Abloy. A little further investigating and I found separate YouTube channels for each of the brands.
I love this company. It’s leaders clearly understand the power of video. Dozens, upon dozens of videos are on YouTube featuring everything from straight-up marketing videos to how-to install and operate the locks. It’s a great mix of how content marketing should look.
If you need an example of how a company can effectively use video to further a brand… this is it.
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