Branding

iVideosongs

How many of us learned a little piano or a little guitar once upon a time? So, if that's you, you'll understand the vision of iVideosongs. They had hundreds of videos on YouTube showing people how to play scales, modes, chords, and whole songs. In fact, they had actual rock stars demonstrating how to play, including Alex Lifeson and Giles Martin. So, how could Merton Way help scale the business and help more of us pick up that old Gibson?

The Ask

iVideosongs created hundreds of great guitar lessons. How could it expand the brand, grow revenues, and provide more effective music education? Ground zero, the little start up had about 20,000 YouTube followers, offering free online guitar lessons. The brand’s groupies at Merton Way had new ideas in store.

The Work

The vast majority of guitar players are self-taught. But publishers still churn out books full of theory. How could iVideosongs “keep it simple” and give guitar players a faster journey to killer guitar chops?

The big idea was to link lessons to highly focused posters, journals, and cheatsheets for musicians. By breaking all that theory into digestible bites, the printed materials use QR codes to direct learners to how-to videos. Now, beginner through advanced players can learn one thing at a time…and get it right the first time.

Educators know that pairing on-hand materials with online video is more effective. So, iVideosongs pivoted into an e-commerce model that boosted its YouTube ad dollars.

The Win

Merton Way created a line-up of posters, cheatsheets and books. Launched for sale on Amazon FBA, the agency manages iVideosongs’ Amazon Seller account, Etsy, Reverb.com, eBay, and other channels. Constantly tuning its ROAS and ACOS, the sites using the best search words to maximize each listing’s copy and images. In less than one year, iVideosongs grew from a hobby business into a dynamic, 6-figure music publisher. The company expects to top 7-figures in 2023.

And YouTube subscribers leapt to 100,000 within a few months of the launch.

Rock on!

Case studies

Explore how Merton Way helps clients sell amazing products to the world's toughest buyers.

Competing with Loom.com isn’t easy. But Merton Way helped a smaller SaaS company offering asynchronous video to pivot and find a niche among new enterprise customers like Adobe, Mazda, and Liberty Mutual. The full-service engagement included a quantitative pricing study that pinpointed the packaging and costs of the client's "good, better, best" subscriptions. The agency also decreased marketing spend by $1.3 million...meaning, our agency is in the business of more efficient revenue production.

$1,300,000

Marketing budget reduction

411%

Increase in Annual Recurring Revenue

Visitors to 29 Palms are very different than those bound for Palm Springs. Both typically attract Californians. But their demographics could not be more different. Camo vs. cabanas. Beer vs. espresso martinis. 29 Palms needed to send a clear message of astonishing landscapes and an “old California” vibe.

29K

Residents live in 29 Palms

20

Minutes from Joshua Tree

Roasting in small batches, Gold Coffee sources from hand-selected farms and relies on the expertise of roast masters rather than automated equipment. Batch roasting gives Gold Coffee a distinct aromatic profile. The taste of each varietal is determined by the microclimate in which it is grown and the intensity of the roast. There's so many brands out there making claims. How do we share Gold's nuances with consumers?

8

Prime regions for sourcing beans

25

Years in business