FOCUS: MARKETING Shopfloor
The video got well over a million views and hundreds of mostly negative comments – but we also gained a lot of new followers.
Wellingtons Electrical: YouTube drives the strongest physical sales conversions for us. Our videos are embedded directly into product pages and customers often find them through Google before visiting our website. The videos, reviews and detailed information help give customers confidence that they’ve found the right company before they even contact us.
The team at Max Electrical 22
What type of content gets the best response? Max Electrical: Different types of content generate different levels of momentum. Educational videos tend to start slowly but perform best over the long term because people are constantly searching for things like “How do I unblock a washing machine?” or “What’s the difference between OLED and Mini-LED TVs?”
Storytelling is also powerful. If you build a narrative and keep a regular audience engaged, they start to feel a genuine connection with you and your business.
Behind-the-scenes content and “day in the life” style videos perform well because people enjoy seeing the real personalities behind a local retailer. The challenge is that this kind of content can take time to produce. I tend not to create video content purely to push special offers, as that
can turn viewers off. Instead, I reference key retail moments indirectly - for example mentioning that it’s Black Friday week and prices are at their lowest. That keeps the content authentic rather than overly sales-driven.
Power Appliances: It often comes down to a bit of luck. Funny content sometimes gains significant traction, while at other times our educational posts perform best.
Wades: If you hit a trend at the right time, product demonstrations combined with a strong offer can perform really well. We were selling lots of air fryers from TikTok videos. One simple video demonstrating the features and benefits of a particular air fryer, combined with a great price, saw us sell over 70 units from one organic video with no ads.
I’ve also sold products through TikTok Shop. One of the best examples was a smartwatch. Instead of doing a short 30-second clip I made a full seven-minute review and we sold well over 1,000 watches. Information videos also perform well. For example, explaining that vented tumble dryers will become illegal to buy from July gained thousands of views. It’s the shock of hearing something new along with a clear explanation.
Some videos have gone viral for unexpected reasons. One that stands out was a 10-second clip of us removing the screen cover from an 85- inch TV we had just installed. The room looked quite small for such a large TV and we’d used trunking to hide the cables above a radiator.
Do you try to reflect the personality of your business within your marketing? Max Electrical: Yes, continuously. Everything we do is about showing that we’re friendly, approachable and easy to deal with. Our marketing focuses on addressing the questions customers often have: Are they expensive? Do they deliver? Do they install? We answer those upfront - in stock, next or same-day delivery, expert installation, recycling and our price-match promise. It’s also important that this continues when customers come into the shop. Using negative language such as “That’s all we have” or “We could but…” can leave customers disappointed.
Instead we use positive, solution-focused language such as “We have this model which is fantastic value” or “What could work even better is…”. Customers often walk in looking stressed because an appliance has
broken down. Once they feel reassured and supported, it becomes much easier to guide them towards the product that genuinely suits them best.
Power Appliances: Yes, we reflect our personality through the style of our videos. We avoid content that makes us look silly and instead focus on a professional but light and informative approach.
Wades: Yes, I try to be as honest and relatable as possible. I’ve talked about my business and family in depth on videos, and my young children sometimes get involved in posts.
Our best marketing by far has been our tagline which became the hashtag #trywadesfirstmate. It came from a customer who told me their grandad always said, “Whatever you need, try Wades first mate.” I posted about it that night and locally it exploded.
Now whenever someone asks for recommendations on local Facebook
groups the comments get flooded with #trywadesfirstmate. People shout it to me in the street and it’s even printed on my shirts.
Wellingtons Electrical: Absolutely. The aim is always to bring our in- store customer service experience into the digital space. Our personality is reflected in everything we do, from the tone of our videos to how we explain products and offer advice. That consistency is what sets us apart and is reflected in our thousands of Trustpilot reviews.
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