In addition to his regular route, independent tool distributor Nick Morello of Newark, New Jersey, and his family manage a social media page that caters to a vibrant community of tool fanatics. Frequent live video shorts where Morello shows off a new tool or initiates a flash sale are a hit with viewers.
The platform suits Morello’s energetic personality. But he readily admits it takes a lot of hard work – and time – to maintain an online community and presence to the extent he does. For the Morellos, it’s a family affair and everyone contributes.
“Let me tell you something – we have a big online presence,” Morello says. “We didn’t do it on purpose, it just happened. We’re shooting live video, all my guys are happy to see me, they’re smiling … I have fun doing this. I have fun doing my route.”
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