One of BrandSource’s newest initiatives, announced to the independent dealer buying group’s membership at its Nashville Summit earlier this month, will be to build an extensive catalog of high-quality video content for their web sites.
BrandSource CMO John White said video is the fastest-growing segment of online activity and also one area where industry competitors are lacking. He predicted that video will represent 82 percent of all online traffic by 2021, and said BrandSource is committed to helping members get into that space. “We’re one of the last industries without robust video catalogs,” White said. “This initiative will give our members a huge competive advantage.”
Videos to be created in AVB Marketing’s Sacramento headquarters are slated to showcase best salespeople in members’ stores talking up products and technologies in appliances, home furnishings and consumer electronics. “If you want to do video, you need to do thousands of product videos or hundreds of technology videos,” CEO Jim Ristow said. “It’s virtually impossible for the independent dealer. We are going to have a dedicated team of expert writers – all they will write about will be home furnishings, kitchen, laundry, AV. The content will be rich and dynamic in word and in video.” The aim is to amass a catalog of videos for members to access on their own websites to aid customers as they make buying decisions.