Getting your factory video right for your commercial buyer

If you’re planning to produce a video of your factory, plant or processes, then you need to consider your business Buyer Profile first, and establish what kind of buyers you’ll be facing.

When you know your Buyer Profile, you’re then in a position to consider the style of video you need.

Although there are many different types of commercial buyer, for brevity’s sake I’ve reduced them down to 3 Buyer types:

1 – Savvy buyers in a known or mature marketplace

2 – Less aware buyers in a less known or immature marketplace

3 – Foreign buyers in immature overseas markets

Each of the above 3 types of buyer represent opposite ends of the spectrum, though in reality you’ll find they all have a bit of each other in them

– which is why you’ve produced a Buyer Profile in the first place.

Hint: If you haven’t made a buyer profile yet then now’s the time to start.

The types of buyers your sales department face makes a big difference to the style of video you produce.

1 – Savvy buyers in a known marketplace

Savvy buyers know what you sell, and why they need it – and probably what they can expect to pay for it.

Before they hand over a big contract, they’ll need to know why you’ve got the edge over the other contenders in the bid or buying process.

Frankly, they’ll want a plainer message.

They don’t need to see a “glamourous benefits video” which they’ll largely disregard because they’ll know the benefits already, and aren’t interested in spin.

A plainer video that shows your machines, your processes, unique technologies
– or the results of what you do is what they want to see

They’re not interested in seeing “happy teams” or “happy customers” or statements about “passion” or too much use of soporific adjectives generally.

They want to see what manufacturing muscle you’ve got and how it stacks up against the competition.

If you want to impress these buyers that you’re a cut above the average, then show them the micro-tolerances, the failsafe rates, the exact logistics

– generally presenting harder tougher vigourous can-do message.

Show them power shots of your powerful machines, and 3d graphics of your processes if needed. Explain in detail what they need to know to make a decision in your favour.

Keep it brief – no more than 2 minutes if you can, which is quite short for a factory video.

Help them understand commercially exactly why you have the manufacturing edge.

This is what factory video production is all about.

2 – Less aware buyers in a less known marketplace

In this situation the buyer won’t have the same rigourous pre-prepared brief in advance of your meeting, as there will be things about your products that they don’t yet know yet or understand fully.

They don’t yet know why you’re better – or at least not 100%.

This kind of buyer may well appreciate customer stories, or even customer’s customer stories

– such as showing your understanding of how you make the components that slot into their manufacturing operation, allowing them to more perfectly meet the needs of their own end consumers.

While they’ll appreciate seeing shots of your plant & processes, they’ll be more interested in learning about your proposition and the scope of your operations

– and any special benefits, such as technology or skills, that you bring to the table.

You could call this a scope & capability video with a strong benefit message – a catch-all.

Use graphics, power shots, animation or whatever it takes to keep them watching & nodding.

Show them “Route One to a Better Way” of doing things.

This style of video can take 3 minutes or more to tell the full story

– even though it may be tempting to try a produce a 2 minute version, which may fall short.

To resolve the problems of “how long should my factory video be”, some marketers even produce a short 1 minute version for their web homepage

– and a longer more detailed 3-4 minute version for face to face presentations.

I call this the 4+1 Solution.

3 – Foreign buyers in overseas markets

This is the most elastic situation for the marketer, as the foreign buyer may not understand:

> why you’re different to local suppliers

> what technology advantages you offer

> why they should bother sourcing from a distant supplier – like you.

I’d generally advocate a flashier style of video for this situation.

Even a cursory look at corporate videos produced in, say, China or India, will reveal lots of glitz both in the looks and in the message of their videos.

So if you have any magic to show, then show it magically.

Bear in mind this is a cultural trend I’ve observed. Individual buyers are all different – but big & loud – magical – won’t do you any harm in an overseas market

– even though the same message may well seem over the top to a local savvy buyer.

The one message to edge in seamlessly throughout your video presentation is your utter reliability and commitment to their local marketplace.

For this reason you may well need to have your video voiced in several different languages

– so the export video is 100% localised, as if it were made just around the corner to the buyer, with no hint of foreignness.

A word on Trust

You already know the importance of trust in winning big manufacturing contracts.

The reasons for trusting you need spelling out in whatever video you produce for any buyer.

Whether it’s reliable delivery logistics, reliable specifications, or your reliable problem solving ability, you need your buyer to sleep easy at nights, confident in placing their contract with you.

 

2016 Guide to Digital Marketing

Summary

There are 3 types of buyers.

> Savvy mature market buyers – who prefer plainer videos

> Less savvy immature market buyers – who may need a 4+1 video solution

> Foreign buyers – who prefer glitzier videos

They all need to trust you.

This is how you can get your factory video right for your buyer.

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