With small business videos becoming extremely popular, companies that may not have been traditionally at the forefront of marketing creativity are now embracing this new strategy. In this post, I have selected three videos from within the manufacturing industry that I believe touch on some key factors that companies can use. These factors, however, are applicable to all companies no matter what industry you are in. If you are selling products to buying customers, think about what is working well for your business. Have you got loyal customers? Why not try and get some customer testimonials? If your company has been around for a long time, how about featuring some of your long serving staff or highlight some company traditions? If your products are handcrafted or manufactured in your home company, focus in on that patriotic spirit and promote your unique handmade goods.
These are just some simple ideas that can help you pinpoint the type of video you can create for your own company. The companies below have taken on some of these ideas and have identified and highlighted their own business values and beliefs. Plus the videos are really engaging and beautifully produced.
Kindred – Custom Snowboard (Design Focused)
If you are designing and building custom handmade products, the time and effort invested in the manufacturing process can be painstaking. Not only that, the expertise and skill it takes to combine all these elements together can be immense. One company who has really captured this experience in a video is Kindred. Kindred creates custom and limited series snowboards. In this video, we see the entire creation process from start to finish.
The video length is longer then what would be generally recommended for a business video, however with such an extensive design and so many hand-crafted elements, the video really captures the essence of the whole creation process.
With various shot types from close-up, medium and long-range and constant changing of angles, the video keeps the viewer engaged and enthralled. As there is no voice-over, it was really up to the director to capture all the necessary footage. It is critical for a shoot like this to have a storyboard and overall plan, so you can keep track of all the shots to be taken. The soundtrack also works really well and the folk-style country song adds to flow and harmony to the overall video.
Rada Manufacturing (Patriotic Values)
RADACutlery have really focused in on their core value proposition. They quickly let you know they are an American company that produces 100% American Made products.
I think it would be fair to say you would be hard pushed to find a more patriotic video than this. But hey, why not be proud of where you are from and that you manufacture your own products in your own country.
An aspect of the video I like is that they constantly reaffirm their values and goals with key statements on images throughout the video. By interviewing and focusing on the staff, one gets the feeling of a family orientated workplace and allows the viewer to connect with the company. With regards to the video production, the director and editor have stuck to some simple rules that anyone can follow (even novice filmmakers). Some of these basic rules include the “rule of thirds”, simple “J and L cuts” and having lots of b-roll footage (fill shots). Finally, always remember to include a call-to-action either at the start and end of the video so potential customers know how to find your products or contact you.
Smith & Rodgers (Continuing Tradition)
Smith & Rodgers, from Glasgow, have been around since 1877 and are obviously doing something right having been around for so long. When I watched this video for the first time, there was something I really liked about it but could not put my finger on. Perhaps it seems like an obscure business, maybe it’s the footage of the old vintage equipment or that there is no soundtrack, only the sound of the machines working. Yet, the video is strangely captivating.
I believe this video is proof that any type of small business, in any industry, can create a polished (excuse the pun), engaging video.
I think the element they have really nailed in this video is the script. It is short and concise but gets across all the important relative points. We quickly learn that they manufacture 60% of their own products, have a trade counter open to the public, offer a shade matching service which gives them a competitive advantage over their rivals, as well as offering french polishing courses to the general public. Having a clearly defined script and storyboard, you will be putting the correct building blocks in place for a successful business video.
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