It's estimated that more than 30,000 new consumer products are introduced to the marketplace every year. Platforms like Kickstarter and Indiegogo are popping up left and right to help entrepreneurs fund their fresh ideas. The opportunities to succeed in the marketplace are there, but if you want to break through the noise, you have to be able to tell your story well. There's no better way to do that than with a killer product launch video.
Recently we had the opportunity to help Jay Stewart, Founder of RazorKeep, produce a video for his Kickstarter campaign. Jay has set out to solve a problem the majority of adults face – constantly replacing expensive razor cartridges because they deteriorate and become ineffective after only a handful of shaves. Jay's razor maintenance system has been proven to be effective and he was eager to ramp up production by rolling out a new canister design that will be manufactured in America.
When Jay approached us about producing the feature video on his Kickstarter page we knew we needed to take a methodical approach to deliver an effective product video. It required plenty of time in discovery with Jay and a good bit of collaboration in the planning phase. We had to pay very careful attention to detail on each shoot and ensure the final edit brought all of the necessary components together.
From our perspective, a product launch video needs three key components to be effective.
Everything begins with a solid script. Simply start with an outline. At The Marketing Squad, this happens in our project kickoff meeting. Once we've asked enough questions to gain a full understanding of the product's features, benefits, and differentiators we'll move to a whiteboard and begin framing up the script.
What are the major points we need to communicate? What is the exact problem this product seeks to solve? Is there a story to tell? Does the inventor have a deeper "why" that motivates them? What are the benefits that we need to drive home?
With an agreed-upon outline in place, the collaboration continues as we begin fleshing out the script. We take several passes at editing the script, giving the client plenty of opportunities to inject their unique voice into the messaging. With a final approved script, the real fun begins.
There's a temptation to jump directly from the approved script to shooting the video, but you'd be missing a crucial step. Take time to storyboard every scene of your product video. Begin by chopping your script up into sections and pieces, considering the visuals that will support each point. Give as much detail and notes on each sketch as is necessary to inform your shoot day. Are you including text on the screen? Is the camera going to pan, push, or pull? Is the audio coming from a voiceover or the onscreen talent?
A thorough storyboard review process should give a good impression of the overall flow and tone of the video. It is also helpful in this step to agree upon the design style for any lower thirds or full-screen graphics. What fonts, colors, textures, etc. fit the product and brand you are promoting?
Not to be underestimated is the value of experienced onscreen talent. Friends and family may serve you well as extras, but if your video calls for someone to demonstrate your product or drive home your value proposition, then it's worth the extra effort to find experienced talent. For Jay's RazorKeep video we worked with a local actor with stage and television experience. He took time before the shoot to review the script and internalize the message we wanted to communicate. He also understood the importance of continuity between shots and helped to ensure that we would not run into issues in the editing phase.
The same is true for voiceover talent. While it's great to have someone local who you can coach through the read, you can also find professionals with experience online. Capturing quality audio in a controlled environment with voice talent who appreciates pacing, inflection, and tone will go a long way to bringing your product video to life.
Attention to detail is key. Checking these three boxes is essential to breaking through the noise of the crowd and appealing to your potential customer base. Jay was proud of the video we produced for him and he had these kind words for us.
"I felt really good about their whole creation process but I was amazed at how they were able to take the vision that I had for my Kickstarter video and make it real. The Squad was able nail my story and message better than I imagined." - Jay Stewart, RazorKeep
Do you have a product you're eager to bring to market? We'd love to help Tell Your Story. We can help craft your branding, design and develop your website, produce your product video, and even give you some marketing pointers. Connect with us today!
When you're in pain, you want relief. An internet search of your symptoms is sure to bring you a multitude of treatments and cures for your given condition. But how can you know which options you can trust? How can you sort out the "too good to be true" from the "that will never work for me?" The answer is education. A provider who takes the time to educate his or her patients about their options and how they can bring relief moves to the top of the list every time.
This belief is what guides Dr. Mark Conliffe and his team at Bodyworks Musculoskeletal Medicine. As a doctor of osteopathy, Dr. Conliffe treats acute and chronic pain through minimally invasive techniques. He is the only Board-Certified Neuromusculoskeletal Specialist in the city of Louisville meaning he is uniquely positioned to provide proven, restorative practices to alleviate a variety of pains due to injury, disease, and normal wear-and-tear on your body.
When Dr. Conliffe approached us about designing and developing a new site his greatest desire was to educate potential patients and to generate leads through his educational content. Showing his team and sharing testimonials from his patients was key as well. Extensive time was spent learning to understand who Dr. Conliffe's patients were and what specifically set his services apart from similar practices in the region. Then the task of organizing and writing the content could begin. Along with that we prioritized capturing photos and video of his practice and staff. See faces and places help remove any fears a potential patient may have before setting foot into a medical facility.
The end result is a website with detailed information, relevant content offers and appropriate calls-to-action throughout the site. As potential patients navigate to louisvillebodyworks.com through internet searches, social content or digital ads they are met with well-organized content and clear and simple next steps.
If you're ready to get your digital house in order, take the next step with The Marketing Squad. We would love to help you build an online presence that educates potential customers and drives them to your front door.
There is no shortage of competition among home builders in the Louisville market. Homeowners have their choice between large, national brands developing entire neighborhoods at a time and smaller builders looking to connect with their clients on a more personal level to deliver them the home of their dreams. Ryan Band, founder and president of Unbridled Homes, falls firmly in the latter category.
Ryan is a Louisville native and a third generation home builder. He spent his childhood at the job sites of his grandfather and father and his formative years were spent working with trim carpenters, framers, and painters. The DNA of constructing quality homes did not skip a generation.
Last year, Ryan approached us about building a new online presence for Unbridled Homes. His former website was built on a template from his website hosting provider. It conveyed some factual information, but it didn't tell his story and it did not do anything to set him apart from his competition. Ryan came to us asking for a website with an authentic feel that educated his potential clients on the process of building a home with him as their builder.
Most homeowners, if they build a home, will only build one in their lifetime. It is an involved process and countless details must be taken into account. Building a custom home is not for everyone, but finding the right builder can be the difference between a joyful experience and a months-long headache.
Ryan wanted his clients to see the process up-front before they even chose a builder for their home. Unlike many of the national home builders, he is committed to walking his clients through the process so the client and builder can be on the same page. The ultimate goal is to hand the client the keys to their dream home.
For Ryan, we delivered a process page that clearly outlines the steps Unbridled Homes takes to deliver on their promise. From Consultation to Completed Home, the process is introduced on the website and further explained in a one-on-one consultation with Ryan.
This is where our graphic designers and copywriters love to lean in with our clients. If you're looking for a nice website, you have numerous options. If you're looking for a website that celebrates your business' unique brand and experience, then you need a web design company that is willing to listen to you and take the time to deliver a truly custom site.
Over the years The Marketing Squad has developed a website project process that can consistently deliver on that promise. We begin with a discovery process to learn as much as we can about your brand and what sets you apart from your competition before we ever put pen to paper or cursor to application.
Our company tagline is "Tell Your Story. Grow Your Business." At the end of the day, we are nothing if not Passionate Storytellers and that begins with listening and learning from our clients. We stay in tune with our clients throughout the web development process to ensure that what began at discovery has made its way through to design, development, and ultimately, the finished product. This process helped us deliver a website for Unbridled Homes that captures their unique brand and sets them apart from other builders in their price range.
Recently unbridledhomes.com was awarded the President's Grand Award for Best Website at the Building Industry Association Sales & Marketing Council. This is not the first time The Marketing Squad has partnered with a custom home builder to deliver an award-winning website. In 2017, PL Lyons buildlouisville.com received the same honor.
If you're looking for an online presence that stands out from your competition, we'd love to chat. Our designers, developers, and copywriters are eager to create for you a beautiful, custom website that lets your unique brand shine through. Who knows, you may even win an award!
Buying a home can be equal parts exciting and stressful. When you're in a seller's market finding your dream house is challenging. You need an advocate who can help you buy the kind of house you desire. Selling a home can be just as challenging. It requires knowledge of the market trends and good marketing. You need a trusted guide to help you sell quick and for top dollar. The agents at Covenant Realty are well-positioned to serve the Louisville housing market and they now have a website that tells their story to potential buyers and sellers.
When the leadership team at Covenant Realty asked us to help amplify their marketing we knew our greatest challenge was going to be to create a website that spoke to two distinct experiences – buying home vs. selling a home. Covenant Realty offers a range of services, but at the core of their business is a desire to serve people through the home buying and selling experience. The experience for both begins with educating people on the process and showing them how Covenant can help you along the way. After all, as Covenant says, "It's more than wood and wall." They are helping people find a home where their lives happen and memories are made.
The website we created is designed to inform potential clients about Covenant's services and quickly connect them with an agent who is ready to serve them. Visitors will find helpful tips for selling their home fast and an outline of what to expect when buying a home. The Covenant Blog is updated regularly with information addressing specific topics buyers and sellers are searching. Every page within their website leads people to a point of action which consistently generate leads for Covenant's team of agents.
Covenant Realty is not a one-dimensional company. They have a story to tell about their commitment to service and desire to become Louisville’s number one real estate firm. They have the ability to serve the Louisville market with a range of services focused on improving homes, neighborhoods, and communities. Do you desire to transform your marketplace? Connect with us today about a branding, video, or website project. Looking to take your ongoing marketing efforts to another level? We can help there too.
More than 10,000 children are in foster care throughout Kentucky and Southern Indiana. These children, and the families who care for them, face unique challenges every day – emotional, physical, and financial. The Orphan Care Alliance was formed to serve the children and families affected by foster care and adoption by mobilizing communities of care around them.
Earlier this year we met with leaders from OCA to begin a marketing partnership focused on attracting supporters and mobilizing volunteers. The previous website, while informative, fell short in moving people toward a point of action. Both parties recognized that a powerful communication hub in the form of a new website was essential to increased awareness and growth.
Before
After
The challenge was to present all the opportunities to engage with OCA in a clear, concise, yet compelling manner. Their greatest needs continue to be for life coaches, safe harbor families, and family support volunteers, so we focused a good deal of development energy around volunteer engagement. But OCA also seeks to equip families who are looking to foster or adopt children. For those families we needed to present events and programs to them in a comprehensive way. The calendar page shares upcoming events, such as their annual Help, Hope, Heal Conference or their recurring Adoption Option class, with interested families.
We consider it a part of our mission to foster a better community in Louisville and the surrounding region. OCA shares our heart for this community and the commonwealth, so we enthusiastically support them. You have the opportunity to support them too by making a donation directly to OCA or selecting them as the beneficiary of 5% of your next project with The Marketing Squad.
Who doesn't love a good party? The Breeders' Cup returned to Louisville in November 2018 and The Marketing Squad had the good fortune of teaming up with Hipp Inspired to make sure Louisville knew about the good times surrounding this historic series of races – The Breeders' Cup Festival.
Our challenge was to capture all the color and excitement of this uniquely equestrian festival. Fifteen sponsors have teamed up with festival organizers to bring more than 30 events to our city. Fashion shows, live concerts, historic tours, and more make up this week-long festival. We designed a website that put the pageantry of horse racing front and center and we developed a calendar that quickly proves that there's something for everybody at this year's festivities.
And we can't forget about Equestricon ®, the premier horse racing lifestyle event designed to celebrate the sport of thoroughbred racing with its fans. Hosted at the newly-renovated Kentucky International Convention Center in downtown Louisville, Equestricon ® is an international horse racing convention, fan festival, and trade show all in one.
Tara H. Guenthner and Tiffany Kasai of Hipp Inspired, an organizer of the 2018 Breeders' Cup Festival, were eager to see the online presence for the festival elevated. Their greatest concern was communicating that the festival is for the entire community, whether you're able to grab tickets to the races or not.
"You guys are bomb-diggity for everything that you've done for us!! Once again, thank you so much!" - Tiffany Kasai
We're proud to be a part of what's moving Louisville. Let us capture the excitement for what moves you and tell your story to the world. Connect with us today about a fresh new website for your brand.
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