22 MiMfg Magazine January 2017
The Seven Ways You Benefit from Video
By Siobhan Findlay • Michigan Creative
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You ’ ve heard it before —— if a picture is worth a thousand words , how much is video worth ? —— so I won ’ t waste time cutting to the chase . Video is valuable , and particularly so to manufacturers because it builds trust , lending credibility that can otherwise only come from physically being in your facility .
Here are seven ways the power of video marketing can grow your business :
Identify Your Product as “ Made in Michigan ”
If you can say something is made locally , shout it from the rooftop . According to Consumer Reports , 78 percent of Americans would rather buy something made in the USA . Double down on the new wave of “ Made in Michigan ” pride — it can be an extremely powerful marketing tool . Show how you contribute to the local economy , and 80 percent of buyers will follow your brand with gusto .
Tell Your Story
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Your company story is unique and many people want to hear it . Do you employ more than a hundred staff —— or maybe you produce quality products with a staff of less than ten ? Did your company start specializing in one thing , only to bravely change gears twenty years later to really find your niche ? Video brings your story to life and start a conversation about your brand .
Brand Recognition
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Many manufacturers make the parts that end up in larger , more complex products . They work hard , but the recognition is hard to come by . Video is a great way to highlight the work you ’ ve been doing behind the scenes for years . If a product couldn ’ t be built without you , you deserve to be recognized for it .
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Show Off Your Facility
Something about technology and big machines excites us . Public tours can put a smile on even the most unlikely face . Video brings that excitement right to the viewer ’ s home , becoming a 24 / 7 all-access pass to the action without pausing your production . ( C ’ mon , we ’ re working here !)
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Change the Perception of Manufacturing
Manufacturing isn ’ t what the public thinks — it ’ s high tech , exciting , innovative , safe , clean , full of benefits and a legitimate source of pride for the hundreds of thousands of Michigan men and women who work in it . The best way to combat public misconceptions is to flood the market with the truth . Don ’ t be shy —— shed some light on what you ’ re doing in their own backyard !
6Show Yourself off to “ Big Deal People ”
You ’ re busy making stuff . We get that . But investors , community leaders , and your own Board want to know what ’ s happening . With video , you can breathe a little easier knowing that you have something in your back pocket to show ( not tell ) what you ’ ve accomplished . Videos are a great way to thank your team too ! Show off your videos during the annual staff BBQ — it encourages company pride , and reminds your employees that what they do benefits the local community and that they are a really big deal !
Attract Talent
Good company culture attracts talent . There ’ s a reason people want to work at Google — it looks like a blast . Studies have shown that two thirds of Millennial Generation place high importance in knowing their career choice focuses on purpose over profit . Manufacturing careers have countless benefits and impact the lives of millions of people each day . Your company video can tell that story and help attract loyal , long-term employees . 6
Siobhan Findlay is the video production manager for Michigan Creative . She may be reached at siobhan @ michigancreative . com or 517-489-4970 .