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Challenge:
My Story Productions needed to expand their market awareness and find new
ways to reach their potential client base. Corporate clients need video
stories. Many small and large companies need ways to tell their story or
share how a process is done with a potential client. Often, it is
difficult for marketing to convey an idea. Or, salespeople may not have
the depth of knowledge nor the ability to convey a solution. This is where
video comes in handy. In addition, the power of TV in convincing a message
is undeniable.
At the same time, many individuals want to tell a story,
yet, how do they come to know about My Story Productions? Obviously, if
people who need this service do not know about it they will never sign on
as a client. These were challenges Jack wrestled with.
Jack's challenge boiled down to
exposure. According to Jack, finding new clients was
much like "searching for a needle in a haystack." An even bigger
challenge was determining the best way to increase exposure without
spending a huge amount on budget.
ARRiiVE's solutions are enabling My Story
Productions to become a leader in their field by focusing on a unique
tri-segment market approach.
My Story Productions has excellent quality
production and a very high standard for telling a story in a compelling
way. By coupling their expertise with a stronger marketing strategy and,
in effect, aligning marketing with Jack's vision, Jack has doubled sales in less than two years.
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Solution(s):
With My Story Productions, we first evaluated Jack's vision for what he
wanted to do with his company. Then, we took a look at the marketplace he
is trying to sell to: individuals seeking to preserve their family
image/name/history and companies seeking to tell stories to convey
concepts.
First,
we examined the individual marketplace. ARRiiVE has worked with genealogy
companies and individuals who determine better way to keep track of their
family trees. In our estimation, this market offered the most efficient
and effective way for Jack to reach his potential client base. Our
recommendation was to target three approaches in marketing a video
production as a genealogy tool. One approach is through the largest
genealogy publication, just a small ad, and the other two approaches
determined that targeting keywords through overture and other online
search engines would drive traffic to Jack's website. And, by advertising
a rotating ad on leading genealogy websites, Jack could increase exposure.
The last included increasing public exposure through speaking and writing
focused messages for the genealogy community to realize how they might
better retain an image of their family through a video-documentary.
Second,
we examined the corporate marketplace. ARRiiVE determined that the best
prospects for My Story Productions corporate services was to market a
Corporate Selling Story concept to companies who possessed decent marketing. The best fit seemed to be smaller companies with more
than 20 employees but less than 200 employees, as larger companies
often have an in-house video production capability, and the smaller
companies with more than 20 employees have the budget to afford a
Corporate Selling Story. Now Jack can focus on companies selling a
"concept" solution, which requires video more than a basic
commodity product. In addition, Jack has a solid model for approaching
corporations that is leading to considerably higher success.
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