CUSTOMER JOURNEY VIDEOS: Best Environmental Technologies
THE CHALLENGE
The Service (Quote from the "Code V" Video Script): “TM Agricultural”, by Best Environmental Technologies, is an all-natural Bio-stimulant designed to activate the native biology in all soil types. The formulation restores the interconnected relationship between soil, microorganisms and plants."
The Challenge: Best Environmental Technologies (BET) have developed a product that they know can add massive value to their target market (Farmers) worldwide. The problem was that the product is difficult to explain quickly in a way that online visitors could truly understand. Bigger competitors, with bigger budgets were already heavily marketing the inferior status quo making it difficult to penetrate the market.
Also, even when decision-makers and farmers understood the product's value, they needed to be convinced about the science and presented with enough evidence to request more information. This audience are often slow to change the way they've done things for many years. Often there are multiple levels of decision makers involved in BET's sales process, so we needed to ensure the video messages would strategically "sell" the message on BET's behalf.
VIDEO 1: High level introduction
The first video demonstrates we have a deep understanding of our audience's pain points, and creates an emotional connection. From there we explain BET's solution, with specific focus on why it is better than other products. The graphics, voice performance and production is kept very relatable and casual to appeal to our farmer audience. After watching this video, our decision-maker audience is intrigued to learn more.
VIDEO 2: Science and Credibility
Once the audience has watched that video, they will be forwarded to a second, more complex, longer video. This is done via Facebook Ads remarketing or through the website and emails. Video 2 focusses on the science and even incorporates live action testimonials. These strategic videos were designed to be incorporated into a Digital Marketing funnel, which will be implemented into BET's website, trade shows, and social media channels to attract leads online.
Darren Falconer, Best Environmental Technology's Director said: "Visionary Digital Studios provided a great end product. We were kept informed throughout the whole process. I would absolutely recommend Visionary Digital Studios ... You did everything you said you were going to do. Contact and communication were excellent."
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