BEHR How-to paint video falls short of expectations during playback

The weekend brought about the larger painting projects. There are many brands and colors to choose from for interior painting, so once the color was selected the rest appeared to be smooth sailing from there. I must have wished success on our work too soon.

Once the painting project was completed, my wife suggested that adding a faux finish of some sort would add a special touch and appearance to the rooms. That brought on a whole new challenge of finishing choices like sponging, ragging, frottage and more.

Not having done this before, it was off to the Internet for some discovery and lessons. In the process, I found many useful utilities and tools on the Web sites of the paint manufacturers. But, wanting something more than a YouTube short video, I was attracted to the advertised BEHR videos on CD that were available at The Home Depot. As an aside, we chose another brand of paint for the base color.

Around $6.00 out-of-pocket, and I am headed for home with my new instructor. It’s a two (2) CD set with what appeared to be more than ample topics. I didn’t pay attention to the instructions on the back of the case (for playback) and put it in my home DVD player, fully expecting the TV screen to light up with a colorful menu and choices. What I got was an error message that the CD was not compatible with my DVD player. I should have looked at the system requirements, first; it’s computer playback, only.

I’m sure this works for many people; but, I found watching it on my laptop less than optimal for the intended purpose. I would have much preferred to see it play on a larger screen in the comfort of the den. Beyond the playback issue, the instruction was adequate. Here again, I had higher expectations. I didn’t find a significant difference in presentation on the BEHR CD than from some of the short clips I had viewed on YouTube.

After the finishing techniques, I had hoped to take advantage of the section on color selection. Truth be told, each time my wife asked me what I thought of the color choices she was showing, I would tense-up debating which answer to give her. In the CD, I was desperately seeking a mediator. I found that the individual manufacturer’s Web sites were more helpful than the video. So, again I was disappointed in the results.

I guess it boils down to the fact that I see this video from BEHR as an excellent marketing tool. But, when it moves to something I have to pay a nominal fee to watch – with so much being free today - then my expectation of quality and results rises significantly. I believe that accounts for my disappointment as much as the overall viewing experience. It was the letdown in shelling out the cash and feeling like I could have learned as much by simply spending more time on the Internet.

Of the two CD set, we watched four videos. That barely scratched the surface of what was shown in the menus. I am left wondering if they, and the rest of the consumer public, would have been served just as well, if not better, by making these free on their Web site.

In my mind, it would have the same marketing value-add, without the larger distribution costs to The Home Depot. Add the ease of updates and additional content delivered over the Web, and I see further gain for both BEHR and the consumer. BEHR does offer this over the Web with their video clips of BEHR Exterior Wood Care products. So is the driving force here to bring customers into The Home Depot?

What do you think? Does an experience like this change your purchase or brand preference in a manufacturer’s goods or services? What are your expectations for availability and viewing surrounding How-to videos? Should they be free on the Web, or purchased in a pre-packaged multi-CD set? As a manufacturer, how do you know where to draw the line between free and pay-to-view marketing materials?