Case Study: Online Video Yields Increased Conversions for Really Good Stuff

“We’re looking to devote a few more resources to do videos with new products rather than our proven ones,” says Preston. “We’re going to see what video can do to help us launch new products.”

Talking in Class
RGS’s target demographic is elementary school teachers. The great thing about this audience is that they’re compulsive sharers, Preston notes. So the retailer is using video as a tool to get teachers talking to other teachers about its products. RGS has a branded channel on YouTube where its product videos can be found, and they also can be seen on smaller sites directed more towards education, such as TeacherTube. The viral aspect of video is key to RGS’s customer acquisition strategy.