Golden customizes marketing content

OLD FORGE, Pa. - The new digital media division of Golden Technologies made a big splash at Medtrade in October with a live TV studio in the company's booth.
Tim Robinson, director of digital media, spent his time at the show behind a camera and a bevy of recording equipment, taping interviews with providers.
“We want to make them feel like rock stars,” said Robinson, whose background includes eight years in corporate videography at Pride Mobility Products.
Golden hired a professional interviewer to sit down with providers and to ask them questions.
While the atmosphere in the studio was all fun, there was business being done. Golden plans to package the individual interviews with product footage so providers can use them to promote their companies and products online and through social media.
“Digital media is where marketing is going,” said C.J. Copley, executive vice president of sales and marketing.
Golden knew it was on to something when it recently created an ad for its Buzzaround series of travel scooters, posted it on Facebook and tagged providers.
“It got 2,000 views,” Copley said.
With the interviews, Golden also gets testimonials from providers about its products and their retail potential.
“Out of this, the provider gets content and we get content,” Robinson said.
The digital media division is part of a growing strategy by Golden to help providers up their retail game. The company has also made financing opportunities and metrics-based data analytics part of its value-added services.
“We're trying to help save this industry,” Copley said.