Thursday, April 7, 2016
Brand promotion and marketing have seen a paradigm shift in recent times. Gone are those days, when the industry used to await a major fair to see the functioning of a machine. Though the fairs have still remained a priority, online promotion has taken the front seat. Major players of the woodworking industry are going online. However, having only a website is not enough. The Weinig App presented by Weinig Group continues to gain more and more popularity among woodworking professionals. Companies like Kleiberit, Raute, Cefla Furnishing Group and many others have introduced product videos on their official YouTube channels. Leuco recently launched their online catalogue of products.
The whole world is going digital. More and more companies across all sectors are strengthening their online presence. In recent years, YouTube and other video sharing websites have emerged as powerful marketing tools for brands. This is especially true for the woodworking sector, where companies can demonstrate their new machines and technologies to potential customers all over the world, via the medium of video.
Wood & Panel has always believed in the power of digital. Being one of the premier online magazines for the wood industry, we have always tried to feature exclusive videos and interviews through our YouTube channel. Recently Wood & Panel uploaded an interview with Gregor Baumbusch, Chief Sales Officer (CSO), Michael Weinig AG. Within just a fortnight, more than 2200 woodworking professionals have viewed this video on our channel (www.youtube.com/woodandpanel).
This growing popularity of videos points towards the changing trend of the industry. Going forward, we anticipate video promotion to be an integral part of a brand’s marketing strategy. This can be especially true for woodworking companies, where they can easily demonstrate the functionalities of a new product through video in a much better way.
Speaking about how videos can help to build a company’s brand image, Veli-Matti Lepistö, Manager, Marketing Communications, Raute Corporation, said, “Woodworking processes are typically complex and certain functions are hard to show in pictures or by words. People have tendency to follow kinetic and visual information. Videos and animations are excellent tools in helping the audience to understand how the machinery works. Together with text, they help the customers to make the right decisions and compare the solutions right from their office.”
Tags: animations, Gregor Baumbusch, Raute Corporation, videos, Weinig App, woodworking, youtube
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