Is it Proctor and Gamble? Or Cub Food in Freeport, Illinois? Is it Ford? Or Dennison Ford in Bloomington?
I’m thinking P&G and Ford. All you have to do is watch TV. It’s obvious that the main companies put a lot of resources into video. And when you see video at the local level, you recognize it as a different category. It’s not bad, necessarily, but it’s definitely local.
Yes, I know it’s a YouTube world. But that doesn’t mean that quality isn’t important. In fact, with all the dreck out there, quality is more important than ever. That’s why it’s so interesting that when it comes to using video to sell bicycles, one of the best practitioners of the art is a bike dealer, not a manufacturer.
And, correct me if I’m missing somebody, but I’d say NYCeWheels turns out the best Brompton and Dahon videos out there. Just today, I got a link to their video on the Dahon Vector X27h.
It follows a typical pattern for a NYCeWheels video (for one thing, the NYCeWheels brand is always visible).
First, you see “Peter from NYCeWheels” on the bike in New York (always helps when you’ve got a dynamic stage setting). You get an intro to the bike from the rider in motion – this particular Dahon is a “high-performance road-bike-style folding bike” – then a few more details while the ride continues. Peter stops in a park and you’re shown how the bicycle folds and unfolds. Then he revisits the bike’s mission statement; invites you to watch other NYCeWheels videos and come to the shop to take a test ride. Then he rides away.
Great sound, great video, great product demonstration and a call to action, all in 2:35. It just doesn’t get any better than that.