Q&A: What Marketing Ploy was Extremely Cheap, Yet Wildly Successful?
In 2006, George Wright joined Blendtec as the small company’s Marketing Director.
Now, George Wright was accustomed to a much larger marketing budget than Blendtec could offer. He would even joke that all of Blendtec’s revenues were less than his marketing budget at George’s previous company.
So how did George increase Blendtec’s revenue by 700% in the next two years?
Well, Tom Dickson, the founder of Blendtec, had a unique way of testing his products, as George would soon learn. Tom would use wooden boards to study the durability of the blenders, seeing how much strain he could put on his inventions before they would break.
This gave George an idea. He went to the store and got a few common, inexpensive items: marbles, golf balls, a rake, and a white lab coat for Tom.
The blender turned each item to dust, and George captured the carnage on camera. He then uploaded the video to YouTube, and “Will it Blend?” was born.
The series was wildly successful. That first week, his videos reached 6 million views. People were amazed by the strength of the Blendtec blender, and sales shot up.
This story proves that you don’t necessarily need a huge budget to run a successful marketing campaign. You just need a great idea and the power of word-of-mouth.