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Why It Works really resonated with clients, and • Recycler magazine ran a cover
it properly positions Expert Laser story about the contest and the
“I would get so frustrated with Services as a solution provider. New York Times called Nathan.
a malfunctioning copier or The video capitalizes on the
printer,” says Nathan Dube, anger associated with printer • The promotional video on
Expert Laser Services social failures. Since Expert Laser YouTube has had more than
media engineer. After doing Services fixes printers, they can 5,000 viewers and continues
a quick Twitter search, Dube actually address the pain points to average 5 to 10 views per
found that many people felt of their clients. week.
the same way. They received
videos of printers being tossed Success Metrics Takeaway Tip
off buildings, hunted down in
the woods, or being fed into a • Expert Laser Services attri- Contests, especially ones with user-submitted
log splinter. It’s not the num- butes new business sales to the videos, can go viral if the subject matter is
ber of entries that matters—it’s Destroy Your Printer contest. interesting enough. It’s not the number of
the number of viewers and the Website traffic boosts include entries—but how well the contest “speaks”
publicity that the contest gener- more than 4,000 views of the to your target audience. Focusing on user-
ated that counts. Dube made a user videos. generated videos expressing frustrations
promotional video that has been that most people have experienced and that
seen by more than 5,000 visitors lend themselves to funny interpretation is a
on YouTube. “The bottom line way to engage not only the contestants but
is we gained new sales,” says the broader target audience of the contest’s
Michael Carpentier, the com- product sponsor.
pany’s president, “and a cover
story in Recycler magazine.”
Carpentier says that the contest
MUCH MO RE THAN JUST A W E BS I TE 18
