Willard Brothers Woodcutters go viral with rap video promoting sale – Asbury Park Press
Tobias Smith is passionate about music.
He’s also passionate about marketing.
That’s why the manager of Willard Brothers Woodcutters in Trenton decided to combine his two passions by making a video promoting the company’s Fall Flitch Frenzy sale.
He didn’t think it would go over as well as it did. When his brother Jesse, who owns the store with his other brother Abel, told him his video was going viral on social media, he was a little surprised.
“It was on our company’s Instagram page,” Smith said. “Our Instagram is very centralized in the woodworking community and that’s where we get most of our sales and foot traffic, and my brother (Jesse) said he was going to put it on his Twitter. I didn’t think it would do very well.
“He called me the next day and told me there were 17,000 views. He’s my older brother, so I didn’t trust him, I told him: Jesse, you don’t have 17,000 views. Then I checked, and he was right. For a while we were getting 20,000 views an hour. It was exciting.”
Exciting, yes.
And for some, it was the best video they’ve ever seen.
Others said it was the worst.
Not exactly sure how he came up with lyrics such as, “Let’s go on a shopping spree. Did I mention, mention, everything used to be a tree?”
But it got people talking, and in a fun way.
“It was fun,” said Smith, who was born in Pereth, Ontario, and lives in Princeton. “I’ve been a musician my whole life, and I didn’t start working here until my brothers bought Willard Brothers.
“I never had a passion for making money, but I was 37 when I started here, and I was never driven by money. Music and marketing have become passions of mine. I’ve been a struggling artist my whole life. I’m not driven by money, but building the business is a lot of fun.”
While it’s fun for Smith to go viral, especially because his rap is promoting his business, it’s not the first time he’s been seen by the masses.
Atomic Tom goes viral with ‘Take Me Out’
He’s in the band “Atomic Tom,” which he describes as a rock band that does some pop music.
The band released a song “Take Me Out,” which had more than five million plays online in 2010. They also played on Jimmy Kimmel Live.
“I’m the drummer, as you can see, nobody would want to see me be a lead singer,” he said with a laugh.
Those views were well earned. It included a hit song with a cool video.
This one, well, this was different.
“To be clear, I am more musical than I appear to be. I just want that on the record. But honestly, I feel like it did exactly what I wanted it to do, it started a conversation. People commented on my appearance. Some were bullying me about my belly, which may or may not have been prosthetic. I wanted to raise the profile of the company. I love it personally.”
And when people weren’t commenting on his belly or his “Revenge of the Nerds style rap,” he was seeing notes from people who will see him this weekend.
“Every 30 or 40 comments, we’d get from customers who said they’ve worked with us,” Smith said. “It was just a little fun for everyone.”
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