Retail, Innovation and Manufacturing reporter for the NZ Herald

DIY videos pushing up Mitre 10 sales

Mitre 10's "Easy As" front man Stan Scott
Mitre 10's "Easy As" front man Stan Scott

DIY may be in our DNA but hardware business Mitre 10 is giving kiwis a bit of a hand to boost their skills with its Easy As videos providing how-to on everything from planting and painting to building a pergola or repairing a deck - and sales are soaring.

Its YouTube channel now has more than 100 videos- which have been viewed more than 10 million times and it's on track to hit 15 million this year.

Mitre 10 marketing general manager David Elliott said the popularity of the clips had exploded from when they first launched.

See one of the videos 'How to assemble a shed' here:

"I think people find the DIY videos really helpful, especially for things they don't do very often or for inspiration," Elliott said. "I always say retailing is a response to culture and when we first launched Easy As on YouTube, we were pretty pumped because we were getting about 15,000 views a week and now we're getting 15,000 or more a day."

He said the videos had been far more popular than the company thought, with sales of featured supplies or products increasing significantly following a video release. With 85 per cent of views coming from New Zealanders, he said it was an effective marketing strategy for the company.

Mitre 10 has also been using Facebook and social media as a way of showcasing products to its more than 200,000 followers, with the cost of reaching 1 million people via Facebook around half the cost of traditional television advertising according to Elliott.

"Facebook is changing the game for video even more," he said. "It's now a significant media in its own right, rivalling TV for getting reach, particularly with those under 40."

Elliott said the videos also gave the business an edge in the competitive hardware environment.

The videos direct viewers to the Mitre 10 website where they can see tools and products needed to do the projects. Fronting the show is Stan Scott, a builder with more than 28 years experience.

Mitre 10 videos:
• More than 100 videos
• Viewed more than 10 million times
• Featured products jump in sales
• 15,000 views a day

- NZ Herald

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