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Q: Our company is looking to develop a 2-3 minute video that will be shot in two locations. The first location is in Derbyshire and the second location is our factory based in South Yorkshire. We require a corporate video which will enable our viewers to see machining work undertaken in our factory and brief discussions on our business practises.

Marketing Manager
Chemical Process Company, Derbyshire

A: I went to you website for a look first, which is what we all do these days. And what I saw slightly alarmed me. Everything was posited from the point of view of describing your services and processes – which are no doubt exemplary – with very little reference to customer need, situation or problem. The overall message was: “We are mighty. Come to us”

The website was also wholly developed in flash, which looked pretty, but was in fact hard to navigate, with no obvious enquiry form. And the fancy font used was hard to read. So it’s my inescapable conclusion that you’re a company that likes to communicate in an impressive way about your impressive services, but doesn’t actually relate to customer need.

Now you’ll probably tell me that this isn’t true, and I’m sure it isn’t. But from your website it sure looks that way.

So returning to your original question, why should a corporate video make that much difference? Do you require “we are mighty – come to us” to be the topic of the video? I’ll be frank. In the noughties-not-nineties this sort of message sucks.

Customers are interested in what you deliver for them. They aren’t interested in your processes and how well developed and sophisticated they are, only in relation to how it benefits them, ie, what you deliver.

I was sitting in a boardroom last week when the multimillionaire Chairman of a rising successful company was describing how “we are mighty” and we were all dutifully listening, when quite suddenly he stopped himself and said “wait a minute. I’m being all anal about this” (his words, not mine). I admired him for this, for spontaneously realising that it’s not what you do, but it’s what you do for customers that counts. And more importantly, let customers know how aware you are of their needs and how you deliver on those needs.

So returning to the original corporate video question, my feeling is that you should get a marketing consultant in first to help you evaluate where you’re going and what it is you want to say to customers. This will be money well spent, as apart from simply producing another “we-are-mighty” corporate video for customers to endure.
© Studio Rossiter 2006

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