We've all been there. The pieces of what will eventually become a very practical and European looking bookshelf are laying on your living room floor. There is a bag of bolts or screws or whatever-you-call-'ems (washers?) somewhere in the box and a crumpled instruction sheet in your right hand. Just a few simple steps and you'll be rearranging your book collection before lunch, right? Wrong.
Despite our best intentions, sometimes IKEA's "assembly required" is synonymous with "just give up." Well the giant home products retailer has taken a new direction to help us with the assembly process. IKEA USA has started a new YouTube playlist called "How To Build." It is a welcome relief to the common complaint of confusing manuals and construction. The playlist includes a video with step-by-step instructions about putting together a piece of furniture from their store. It's short and sweet and a great visual representation of how to assemble an IKEA product. For now there is only one video in the playlist, but as such a great resource there is sure to be more.
Why is this such a smart marketing move? IKEA has gone where their customers are. With more people using smartphones and tablets, online video use is at an all-time high. Not only does this "How To Build" playlist provide visual instruction for frustrated viewers, it targets them in their element. This is important for any marketer to understand and keep track of. Where do your consumers hang out online? What sites do they turn to for help? How can your brand reach out to your customer and make life simpler for them? IKEA did a good job of listening to their customers and providing them with a relevant and helpful service.
Here is their video on how to build a "MALM" bed frame: