The video contrasts Canfield’s plug-and-play product with the traditional build-it-in-the-field approach.
New, whiz-bang technology can look good on a sales slick or product brochure, but imagine arming your sales staff or your online product catalog with a video demo that shows the product in action.
Canfield Connector, a Boardman-based manufacturer of industrial sensing and control devices, developed a pre-assembled, molded valve connector that dramatically improved the quality and labor costs involved in the industry’s standard approach of assembling the connector in the field.
In a true “proof-is-in-the-pudding” moment, the company rightfully determined a demo video would best tell the product’s story. The video we produced, which included script writing, art direction, voiceover and all aspects of production and editing, took an uncomplicated approach that contrasted the two methods of accomplishing the same task side-by-side.
The video also supported other marketing literature by promoting the product’s “made in the USA” and “fully tested and validated” selling points. But in this case, achieving that “a-ha” moment came in showing the product working via video.
Video can be done cost-effectively
To debunk a common myth about video production, understand there are lots of ways to control the costs. Bringing in an outside firm capable of producing the piece soup-to-nuts early in the planning process is the first step. An experienced firm can identify ways to keep costs down and plan a productive shooting schedule.
It can also help you determine the most effective ways to use the video by incorporating it into your broader marketing program. Footage can be repurposed on social media, in television commercials, on websites, landing pages and in direct marketing initiatives to spread out the costs and maximize the impact.
“If you’ve got a story to tell, video can be an effective way to tell it and an efficient way to demonstrate a product,” said Jim Houck, senior consultant at Pecchia Communications.
Give us a call at 330.720.6912 or send an email to discuss how rich video content can be incorporated into your marketing initiatives.
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