From time to time, we post about how entrepreneurs have used Google tools to build successful businesses—both on and offline. In this post, you'll read the story of how a Utah entrepreneur used YouTube to build a market for his tongue cleaner product, the Orabrush. Starting this month, CVS/pharmacy will begin carrying the product in stores across the United States. - Ed.
When Dr. Bob Wagstaff invented the Orabrush tongue cleaner, he tried all the traditional business strategies to sell his product. He invested $40,000 into a TV infomercial, approached retail shops to carry the Orabrush in stores and offered to sell his patent to other oral hygiene companies. None of it worked. The infomercial yielded only 100 orders, and people walked past the product in stores without a second glance.
As a final attempt to get his business off the ground, Dr. Wagstaff took the advice of Jeffrey Harmon, a local college student, and started marketing the tongue cleaners on YouTube. With a $500 budget, they produced and posted their first video introducing the Orabrush and offering the product for purchase online.
The quirky, commercial-style video explained that 90 percent of bad breath comes from bacteria on the tongue—hence the solution, the Orabrush tongue cleaner. Shot in a makeshift studio in the neighborhood pool hall (listen closely and you can hear the balls cracking in the background), the video went viral, rocketing to 16 million views.
Building a brand on YouTube
After the explosive reaction to their first video, Harmon took on the role as Chief Marketing Officer and began creating regular webisodes, introducing new characters like [...]
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