Catching the Tube

Spray Foam Magazine – Show Issue 2022 – RetroFoam, based in Michigan, makes a point to educate homeowners through a vast collection of articles, videos, and guides with General Manager, Eric Garcia having the foresight to know that the YouTube platform is a way to reach their audience in a more dynamic way.

YouTube was originally a form of user generated content but has now developed into a platform which can enable brands to create, host and spread content. This platform has developed into a powerful device where viewers can become fans and not just consumers, resulting in a committed, and loyal audience. Spray Foam Magazine spoke with Eric Garcia about how RetroFoam uses this platform to engage with its target audience.

How did you get started in the Spray Foam industry?

Eric Garcia: I started working for RetroFoam in 2010 at the age of 16 doing marketing events, and just branched out from there. This led to an administrative position, a sales position, working with the install crew, and ultimately to an upper management position with the same company.

How did you come up with the concept of Foam University?

EG: It started as a joke with a coworker about making videos for all the off-the-wall questions we would get, and weird projects people wanted us to insulate. I shared the idea with our marketing team and after several collaborative meetings we came up with the idea to do education videos for homeowners thinking about updating their insulation.

What kind of subjects do you cover in this YouTube series?

EG: We cover everything in home insulation. It’s really all the need-to-know information a homeowner needs to know when they are considering foam insulation for their project.

Why and how does online video marketing create a unique opportunity?

EG: Creating videos that answer people’s questions is a more engaging experience for them than trying to read a 15-page white paper. Our videos are short and concise, but they answer the most common home insulation questions thoroughly. In fact, we frequently get calls from other RetroFoam dealers across the country telling us they are getting calls from homeowners in their state that have seen our Foam University videos.

Who is your target audience for these videos?

EG: These videos are great for homeowners, as well as builders, contractors, and even inspectors. That’s the beauty of what we do. We format the videos in a way that it’s a receivable message for the most experienced and inexperienced viewer.

Do you find that this medium helps RetroFoam engage with their customers and if so, why?

EG: We find that these educational videos help in our sales process. The overall goal is to have those homeowners mostly sold before one of our project managers comes to their home. We do this by answering all their questions before they even can ask them. Our content marketing efforts have been a great tool in educating the homeowners we work with.

Has monetizing the videos on YouTube been productive?

EG: Our mission hasn’t been to make money from advertising on these videos. Our main goal was to educate everyone who watches on all things foam insulation, as well as home insulation in general.

What advice would you give a company wanting to start a YouTube series?

EG: The biggest piece of advice is to just start making videos. Grab your phone and just start filming your daily work routine. Film your crew loading up the product. Film your crew during the installation process. Just start making those videos that highlight what you do as a company.

Foam University has over 3,000 subscribers. How do you plan on growing this number in the future?

EG: The plan is to keep listening to our customers to develop creative new content.

Have you always been a natural in front of the camera?

EG: With all these good looks and charisma, how could I not be? It also helps that we have a super talented creative team who just bring out the best in me when we film the Foam U segments. A bomb-ass wardrobe helps too.

What do you enjoy most about making these videos?

EG: For me, it’s fun. It’s by far the most enjoyable part of my job. I really enjoy the educational aspect of this industry. Even when I would do home shows, I really enjoyed talking to people about foam all day.

What advice do you have for anyone wanting to start a YouTube channel?

EG: For people dipping their toes into making videos for their company, the hardest part is finding someone who is comfortable in front of a camera, knows the information like the back of their hand, and has the knowledge to set up the cameras, film, and edit. For me, I know the information, and I’m not afraid of the camera, but we have an entire team that works on the other end of things. Then there is the aspect of the number of people it takes to put the videos together. It’s not just a one-person or two-person show. There’s a lot that goes into doing it right.  

YouTube is a strong platform to develop and grow your brand with many companies moving to this medium for a quick and effective way to deliver their message. For example, a television program or advert can take at least six months from time of concept to broadcast date. This delay can miss alterations in trends within industries, urgent news and missing out on reaching potential customers and followers.