Yesterday, I was Tweeting with the great Leah Thayer from Daily 5 Remodel. Leah interviewed me on Tuesday on part of a webinar series she's putting together about social media and the remodeling industry. Part of the sidebar conversation we were having on Tuesday dealt with remodeling industry marketing and advertising and we were continuing in that same vein on Twitter.
I have a relationship with a couple of Masco Brands, most notably Brizo Faucets and KraftMaid Cabinetry. In spite of that I can say without reservation that Masco Brands position themselves exceptionally well and as a whole they are in the forefront of whatever market segment those brands find themselves in.
Leah pointed out to me a video Merillat Cabinetry produced last year and one I'd all but forgotten about. The video in question is a fantastic example of a marketing video done right. Here it is.
Merillat made that video to introduce a contest they ran through 2009 called The Good Life Contest. People were encouraged to make a home video about what The Good Life means to them and the winner would be rewarded a complete kitchen makeover.
The contest went on for the better part of last year and the winning family ended up with the kitchen of their dreams. It was a pretty heart warming promotion.
But I keep coming back to this video. It's really great work and it does a great job of talking about cabinetry indirectly. Merillat's not a brand that's in the headlines very often but for this video and The Good Life contest the ought to be.
So what do you think? Is this kind of indirect marketing effective? Do you think it works? I don't have a dog in this particular race but I think it's an interesting topic. Is Merillat onto something?