Grateful Dead Smiles and Aerosmith Testimonials: A Manufacturer's YouTube Strategy

Phil Lesh, Grateful Dead bassist Photograph by Larry Hulst/Michael Ochs Archives/Getty Images

With all the hoopla surrounding YouTube’s new channels and ad initiative, business owners may be left wondering how to raise their profile on the site. One small company that has made a pretty big splash is Pigtronix, a guitar effects-pedal maker headquartered in Port Jefferson, N.Y., a town on Long Island about 60 miles east of Manhattan’s Upper West Side, where YouTube unveiled scores of new channels to ad executives on Wednesday evening. “YouTube is a core part of our marketing strategy,” Pigtronix co-founder Dave Koltai told me as he demonstrated his pedals on Tuesday afternoon.

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