Speciality Fire-Resistant Clothing Maker Spends 60% of Its Marketing Budget on Viral Video
A niche company that specializes in fire-resistant clothes for miners and oil-rig workers is spending 60% of this year’s marketing budget on an 8-minute viral video.
From NY Times:
Bulwark FR sells fire-resistant clothing worn by miners, utility workers and oil-rig workers. Pitches for Bulwark FR are typically in the traditional realm of business-to-business advertising like print ads aimed at safety engineers, catalogs and trade shows.
But now, Bulwark FR and its agency, Fitzgerald & Company in Atlanta, part of the Interpublic Group of Companies, are adopting many of the trappings of mainstream marketing in an effort to stand out and make an impression.
Bold move. From the behind-the-scenes video, it looks like viewers are in for a treat. But will the video deliver more efficient reach against Bulwark FR’s prospective customers?
(Via Get the Five.)