YouTube , the online video clearinghouse that enraptured millions with entertaining gems like OK Go’s treadmill routine and a pair of quirky newlyweds’ first dance, will soon be host to several dozen manufacturer showroom tours thanks to a new initiative led by the American Lighting Association ’s BiNational Advertising and PR Program.
Filmed during the January Dallas Market by an award-winning, professional film crew, the 3- to 5-minute videos will feature company spokespeople introducing their lines and talking about their new and signature products. Once edited, each clip will be posted to both the ALA Web site and YouTube, and ALA will provide the segments to retail showrooms, as well.
"The promotional benefits are huge,” says Ryan Stewart, Communications Manager at Eurofase, just one of the several companies that took advantage of ALA’s video program earlier this year. “Everyone’s on YouTube and Facebook these days, and if we can plug into these new mediums, it’ll help our brand to stand out in the marketplace.”
According to ALA, many manufacturers struggle with time constraints and resources when it comes to promoting their wares. By pooling their money via ALA’s BiNational program, they can benefit from this and other free programs that will help their message reach new audiences.
“To hire a film crew on our own to do something like this wouldn’t have been possible,” Stewart says. “But ALA is offering the service to us for free, as a part of our membership.”
Manufacturers who missed out on the opportunity last January can sign up for a second round of filming, which will be held during Dallas Market in June.
Contact ALA’s Larry Lauck at (800) 605-4448 or [email protected]  for more information.