Sugru’s shoestring Web Video Strategy is an inspirational model for Irish Company Startups.

Irish Company Startups are looking to web video as a major part of their marketing strategy.  Web video is the buzz in inbound marketing because it is content rich.  That means it can communicate a great deal in a short time.  It can connect emotionally with the target viewer.  It motivates subscribing, enquiries and  online purchases.

Web Video comes in all shapes and sizes from the “bot bait “optimisation video and DIY virals to web video commercials and marketing short films.  They cost anything from a one hundred euros for a DIY viral to hundreds of thousands for a cinema quality production.  Most web videos will cost much less than twenty thousand euros.   For Irish Company Startups, a compelling web video can be the most persuasive element in their armoury.  For Irish Company Startups the very popular explainer video is great place to start. The ability to tell their story is a asset most Irish Company Startups possess,  for this, a company profile is an inexpensive way inject personality and create a scaleable pitch.

A web video strategy is the key to a sustainable campaign.

It is vital for Irish Company Startups to cultivate a strong visual style.   Irish Company Startups with happy customers need to use those testimonials as part of any pitch or promotion.

Sugru, the Formorol manufacturing company startup, was founded by Irish inventor, Jane Ni Dhulchaointighan.   Sugru’s web video marketing strategy is an example of a brand with an original and very affordable online video campaign.  The company create their own in-house how-to videos  and also encourage their loyal user base to post video.   Sugru has used web video and social media to create a online community around the silicone rubber product and their compelling slogan, ” The future needs fixing”.

Shiny Happy People Holding Hands

The user videos provide a constant stream of testimonial videos in the form of how-tos.   This is ad man’s dream.  The testimonial component of the message is buried within a how-to web video.  This amplifies the power of the testimonial while creating a community of happy sharing consumers, all extolling the virtues of the product. The quirky uploads, enthusiastically demonstrate a range of creative applications of the product.  The Sugru website is a  hub for alternative thinking about “stuff” – household and personal possessions.

Sugru’s web video concept springs from core values.  The Sugru website is choc full amateur photographs and web video uploaded by users.   Sugru challenges disposable culture and the connivence of throwing things away.  Sugru’s website  promotes a funky attitude to repair, update and the customisation of household objects using their very innovative silicone-rubber product.   The site has become a hub for amateur web video, social media and alternative thinking  around the sticky fix-it product.   This has created, a very strong brand identity around DIY and customisation which amateur photography and web video are an organic complement.  Sugru has recently become available at B&Q on a trial basis.