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Business World |
May 2015
178
wall contractor and demo all of my products
to them,” he said. “Because they have the
most guys, the highest skill levels, and they
do the most work. So if it works for them,
they will bring it into the dealers.”
Not to be outdone, however, Conboy also
understands the power wielded by online in-
fluencers, and how they can help to harness
the exposure of Strait-Flex’s products.
“I'm going to everyone that does drywall
repairs and how-to's on YouTube, I'm send-
ing them our product so they can test it out
and use it in their videos,” he said. “I have a
full-time college kid trying to work on that,
and what I do is I bring the guys who do the
videos here, so that I can teach them every
aspect of my product.”
“It's no different than Tiger Woods hitting
a specific golf ball, or Roger Federer switch-
ing fromWilson to another racket; it's going
to increase the sales,” he continued. “In the
drywall industry, we go to the biggest con-
tractors in every city and try to get them to
see the benefits of our product. We send out
tons of samples, we send out probably about
$100k worth of samples a year to contrac-
tors.”