For companies that manufacture and sell to other businesses, rather than dealing in consumer products, there are a few things their marketing must do:
We were delighted to put this into practice when we were asked to produce two videos for CCPI Europe, a company whose expertise lies in temperature measurement and manufacturing of thermocouples and refractory materials (those which retain their strength at high temperatures). Their lab in Sheffield is fully accredited and they are world leaders in their field.
CCPI Europe wants to reassure prospective clients about the accuracy of their measurements and processes, and show that this results in products of the highest quality. Our brief was to give CCPI's prospective clients, which include companies in aerospace, automotive and steel industries, a tour of their lab and an in-depth look at how they manufacture their mineral insulated thermocouples. These demonstrate their expert approach and the benefits it brings.
The success of this project was due in no small part to a little extra time in pre-production. CCPI provided us with scripts, which Ember then edited. This worked well because although we had to include various figures, industry standards, and technical information, we also had to make it easy to listen to.
Alongside the script, we were also given photographs of the different parts of the lab and factory. These were ideal as it served as a storyboard and allowed us to think about how we would shoot each piece of equipment. Having a final script before filming was vital as I was able to tell my camera operator exactly how long I needed each sequence to be.
For these videos, we got nice and close to our subject, and either moved the camera or pulled focus on just about every shot. We did this to emphasise the quality of the facilities and the precision of the equipment, as well as making the videos visually pleasing. We made sure to capture all the digital displays in the lab because the focus was on the high-quality standards and remarkable levels of accuracy.
We got the staff at CCPI Europe to use the equipment in order to better demonstrate how they are used and to provide more movement and interest. It was really satisfying to be able to do justice to the high standards CCPI set as well as the skill of their employees.
Live video may seem, at first glance, like a medium with limited applications; but the simple fact of its being live opens up several possibilities to innovate and draw in your audience.
To promote Cisco Webex and Arkadin, our live-action video used a narrative structure based on resolving the pain points of our target audience: IT managers.
With Shutterstock’s prediction that the aesthetics of the past will be a dominant trend this year, it's a perfect time to think about ways of looking to the past to inspire forward-thinking content.
For providers of specialist or niche products and services, it's especially important to use video as part of your business marketing and sales strategy
Ember Regis Group Ltd., Suite 403 Rhubarb
25 Heath Mill Lane, Digbeth, Birmingham B9 4AE
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