The Stupid, Raw, Unprofessional, Amaturish Video That Sold $2.3 Million in Pies in 2 Days. Why?

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How can this raw, unprofessional, amateurish video help to sell 2.3 million dollars worth of pies in 2 days. I'm not a huge fan of the video, but "anything" that sells 2.3 million dollars of something at $3 a pop is worth studying, analyzing and learning from. Especially, in the "cutthroat competitive" industry of pies and desserts.

Experts, why is the video so successful despite the raw, unpolished, unprofessional presentation. Thoughts? Warning; Some Strong Language.

#$23 #amaturish #days #million #pies #raw #sold #stupid #unprofessional #video
  • TNM,

    Isn't it obvious. James already had a social media following. His YouTube page alone shows subscribers in excess of 22,000 and 1,500,00+ views on that one video alone.

    So he is famous in his circle of influence. If he loves the pie, bet just about everyone of those followers and whomever they told went out and bought a Patti LaBelle Sweet Potato Pie.

    Lastly, he speaks the language of his audience. He doesn't come off like a polished salesman or infomercial type video guru. Just an average guy, in his home at the computer. Completely disarms the viewer.

    Honestly, I loved the video and I'd bet money he is a very accomplished singer.
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    • Profile picture of the author The Niche Man
      Originally Posted by ThePromotionalGuy View Post

      TNM,

      Lastly, he speaks the language of his audience. He doesn't come off like a polished salesman or infomercial type video guru. Just an average guy, in his home at the computer. Completely disarms the viewer.
      Good point, although I admit the video was a bit silly or over the top. Yet I still went by the new Walmart that opened in my city, only to find out they sold out in 2 hours, the huge display table was completely empty. And they didn't know when they'll get more... because the local Los Angeles distribution center/warehouse sold out too, in one day. Everyone is crediting the viral video above for starting the frenzy. I heard some of the $3 pies are selling on Ebay for $40. SMH.

      I may have missed the pie (for now), but I'm determined to grab the marketing principles that made it work, if I can.
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  • Profile picture of the author Oziboomer
    I'd say the production although apparently amateur is pretty polished.

    As ThePromotionGuy mentioned the presenter does have a following and he is pretty engaging and likeable.

    There is a company here in Oz that is carving out a niche making video adverts for regional advertisers as opposed to the national advertising guys.

    I'd seen a pie advert where they blew up a pie and was trying to find a reference online....

    ...anyway here is one of their adverts for a soft drink....

    A different approach but possible should be included here so further study could be examined.

    The company targets the lower budget advertiser but has some Hollywood experienced individuals on their team.

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  • Profile picture of the author godinu
    creating a memorable video (or ad) helps sell the product. Remember Where's the Beef? and those annoying Flo Progressive commercials.. no one seems to like Flo but we all remember she's with Progressive.
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  • Profile picture of the author splitTest
    Dude also went viral. Here he is on cnn: Do these pies make you sing like Patti LaBelle? - CNN Video...

    Not sure if his success is due to going viral or if he went viral due to his success... Probably both.
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    • Profile picture of the author The Niche Man
      Now everybody and his brother (and sister) is buying a pie and making a video like the guy in the OP. It's takin' a life of its own. This has to be one of the greatest marketing stories for a pie that I've ever seen.

      Every holiday an electronic device, kids toy, or video game usually creates a buying frenzy, so far this year it's a Patti Labelle Pie. Who could have predicted that?
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  • Profile picture of the author Jason Kanigan
    I don't think it's "stupid" at all.

    Speaks right to people who like treats.

    > Not a skinny guy

    > Built anticipation

    > Made the unboxing fun

    > Says he never tasted it before (probably untrue), making you feel like this is a "live reaction", even more exciting

    > Started eating and DIDN'T SAY A WORD or make a noise while eating the first two bites: it was all over his face how much he enjoyed it; draws you in

    > Makes YOU want to feel like that

    If he couldn't sing, it wouldn't have worked as well.

    He even says (sings) "How is it that two people who laugh together..." which he is getting you the viewer to do with him ... there's a lot of identification in here.

    All in all it's a great "pitch man" sales presentation.

    BTW nice write-up about the story right here:
    Once A Hard Sell, Wal-Mart's Patti LaBelle Pies Fly Off Shelves : The Salt : NPR

    When production values seem low, perceived authenticity increases. People who had never heard of James before took him for a regular joe.
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