A Company Video Marketing Plan

If you don't have a marketing plan, think twice about making a video for your company operations. We do not advise simply shooting a video without having a mission, and that means producing video projects that complement such elements of your firms marketing plan, as advertising and promotion.

Strong marketing direction must be applied to corporate videos. Ideally product-marketing videos should result in sales. Whether they are a tool of success or an element of failure, corporate videos should have measurable results.

A Company Example:
Several years ago, two videos were developed for Wilco, Inc., a Kansas-based company doing business on an international scale. As an aircraft parts distributor, Wilco wanted to explain how it does business and how it delivered product to clients.

To describe the program concept to Wilco, a program treatment and two video outlines were developed for the client. The method by which the video's were to be produced are documented as follows:

Program Treatment

Video Content: Two separate program scripts were developed and written for each of the video projects proposed as in the above, 1. Marketing Documentary and, 2. Promotional Program. Much of the video format was similar to each tape program, excepting for the design and style that each video program dictated, to achieve it's own objective. This saved in the total production cost.

The video format communicated the full scope of Wilco's distribution operation. Beginning with aircraft parts arriving by package carrier, continuing through the customer service, computer room sales staff, tour of facilities to show entire inventory and stock and finally to outgoing shipments to the customer. The complete activities and sequences were shown and their benefits to the customer detailed.

The tape was designed to market Wilco, Inc. as a major centrally-located, national distributor for avionics, seatbelts, aircraft storage batteries, tires and excess inventory from major aircraft plants... a virtual "one-stop-shop" of aircraft replacement parts.

Program Video Style: The style of the marketing tape was that of an energetic documentary. People inside and outside the warehouse were moving. The warehouse was active and the customer service representatives were busy taking orders at their terminals. Inventory and availability were the focus of this tape, but the sales people had a hardware and software advantage, along with the customer toll-free calling, that assisted them in serving their Wilco, Inc. customers. Professional voice-over narration, coupled with custom production music created a sense of motion and activity that enhanced the video communicated message that Wilco, Inc. is a customer service-minded company.

The next step was to develop program outlines for the Marketing Documentary and the Promotional Program, as follows:

Wilco, Inc. Marketing Documentary Outline

Open - Quick scenes around the facility showing product moving, people communicating. Narrator describes how you need price and service.

Introduction - Continue with scenes of product being pulled for packing and shipping. Show as wide a variety of products as possible (this section will merge into the next). Narrator describes the origination of Wilco, (recognizing and filling a need for quality, price and selection). Historical photos of aircraft to be inserted here. Narrator continues with how Wilco today is doing that job even better, as video scenes return to present day products.

Inventory/Product Selection - Narrator details the customers of Wilco (dealers, FBO's, Modification and Refurbishing Centers, and aircraft owners) and how Wilco's wide product lines meet their needs. State that products are FAA approved and new surplus or re-manufactured. Continue showing products. Narrator bridges to next section by mentioning computerized inventory control/ordering system.

Customer Service - Scenes move to order desk(s). Narrator outlines how the inventory and ordering system makes Wilco more cost effective, speeds price and availability inquiries, and gives instant confirmation of a customer's order. Toll-free number is featured.

Purchasing - How volume buying of surplus goods is done. Perhaps, show the company airplane. Narrator could mention how purchasers travel to inspect goods and negotiate directly with sellers. Reiterate here how the goods are new surplus or re-manufactured and FAA approved.

Shipping - Show trucks from several carriers picking up shipments and departing. Reiterate computer ordering. Mention central location.

Recap - Restate and show again how Wilco has quality products, low prices, and excellent service that gives its customers what they need, when they need it, and at competitive prices.

Wilco, Inc. Promotional Program Outline

Open - Briefly show warehouse and office activities featuring currently distributed goods. Show exterior, "key-in" logo graphic.

Introduction - Show historical photos of location, Wichita area, or other photos to give sense of "history", with dissolve to modern times. Narrator gives history and details Wilco's experience. This narration topic continues into the customer service scenes, which begin the following section.

Body - Dissolve to scene from customer service with management person checking a point with a service rep. Show and/or mention good distributor/dealer relationships built up with dealers. Narrator describes skills of reps and sales. Mention toll-free lines and catalog/product information services. Show purchasing and mention the department's expertise. Airplane should be shown and mentioned. Shipping accessibility and central location is to be mentioned. Not lastly, show and describe in-depth, the computer inventory and ordering system.

Recap - Mention growth through good service to both the manufacturers and the dealers. Product knowledge and education. Conscientious, skilled people to promote and route your products to the dealers. Facilities and equipment capable of providing quick and efficient services. Most of all, motivation and experience in distribution make Wilco the best you can find.

Note: Following approval of the Program Treatment and the Program Outlines, two full Production Scripts were produced along with a Shot List and Shooting Schedule.

Overview: Today, following production of the video's, Wilco, Inc. has grown and expanded in their company inventory and operations. And they have an impressive catalog web site where the aircraft owner can conveniently order on-line. Producing these two video's has been a vital part of their marketing mix and significant to Wilco's growth and development.

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Wings Over Kansas® is a product of Chance Communications, Inc. and Air Capital Video Producers®, a division of C.C.I.