Paula Puleo the CMO of Michaels talks about the importance of video.
Why video is effective.
1) Personal connection to customers. Michaels is one of the largest crafts company in the nation and it can be difficult to connect to customers. Video allows that one to one connection to their customers.
2) Focus on Customer. Doing videos on customers and their stories shows that Michaels puts the customer first. Featuring your customers in a video shows you care about them and makes them feel special. It really does create loyalty.
3) Michaels doesn’t sell crafts. It sells memories. Video storytelling about customers memories is something that people can relate to.
Full disclosure: Chris Yates and Huddle Productions helps create the videos for Michaels YouTube Channel and Facebook Page.