And make it a reality.
Video is an ideal medium to communicate lifestyle.
There's a certain language that you have to understand and you have to use.
I think you need to sit down and articulate what the real role of the video is going to
play in your organization.
I want a production company that will listen to what I'm saying and hear what I'm saying.
That's what impressed me most about VideoCraft.
Rawport has chosen video as an important part of its promotional programs.
And the reason for that is that we recognize that the retail environment is just very difficult
to break through.
There's a lot of clutter out there.
When we were making the film, what we were after was something that was educational.
What we wanted to do is show people who couldn't get to a certain circumstance what the situation
was like.
Things don't always go right when you demo your product as much as you may try to make
it that way and on a video you're going to get it right and you're going to get it the
way you want it to appear.
They don't want to immediately leave a brochure, a piece of product literature that begins
to discuss features and benefits of our computer solutions when in fact the customer doesn't
yet know that we understand their business problem.
I think that what Video has given to Rawport is that it reaches out to the consumer and
lets the consumer believe that the lifestyle imagery that we've created on video matches
up with who they like to think of themselves as.
I just feel like I'm giving so much that there's never a minute left to move.
So I go to the department store and I'm standing in line, it's taking forever.
I think you have to get from a video production house more than somebody who's just going
to point a camera.
First and foremost is really learning about our business, caring enough to investigate
what maybe the competition's doing that may be something that we'd want to be more aware
of in terms of our message, our medium.
That's why you hire video resources to get that third party perspective.
So I appreciate it when the resource challenges my thinking, but challenges my thinking in
a way that really helps me to articulate the vision of the company.
And then together we craft something that really becomes quite amazing.
So after first grasping and understanding what it is I really want from this thing,
I'm looking for something that would take it someplace for me, and by adding creativity
and energy to the whole thing.
There are no instant resolutions.
It will take time.
It will take hard work and commitment.
It will take a partner who understands your concerns.
Anybody that creates a video I think has to have a vision of what it's going to be, and
it's the translation of an idea to something of substance.
And that's art.
To date, it's been very well received by the salespeople.
It allows them to put together a formula for a sales call.
We trained 5,000 people in 120 days, seriously impacted the morale in our organization in
a positive nature, reached out to our customers and made a statement about what we believe
in our organization, about the value of people and the value of service.
Quality care, what does it mean?
What does customer service mean?
To me it means that everything we do, we do as if our life depended on it, because somebody's
life may.
Robport has been really enjoying some success at retail because of the videos that we've
been providing to our retailers.
Every day it gets harder to find time for yourself.
Modern science still hasn't found a way to expand the clock.
We made a commitment a couple years ago to create a video library, not just one or two
videos, but a video or two videos every single season, and the intention for Robport was
to again break through the clutter, to arm our retailers with the kind of educational
tools that we know is so important to communicate product benefits to the end user, our consumer.
The sales force was incredibly excited to have that kind of a sales tool available to
them, it really energized them.
Show where we introduced the product and the video, you know, flying, in fact to the point
where they were ordering so many videos that we were having trouble duping them fast enough
to meet the needs of their needs as well as what we were getting on the fulfillment side
from the direct marketing campaign.
When you can create excitement at point of sale and invite that consumer to try on your
product and then have those try-ons result into long-term consumers, I mean these are
loyal consumers thereafter, the price of the video is more than paid for.
Every dollar we spent paid back probably a multiple of five or six times by investing
in that video and that approach to reaching people.
It was a phenomenal experience, not just in terms of training but in terms of motivation
and in terms of saying to people this is what our company is really all about.
I went to Videocraft because I knew I'd come out with what I wanted and even more.
I can come into Videocraft and know that I'm only going to get what I first anticipated
in a positive sense but they're going to bring something to the game.
Videocraft entered a partnership with us.
They were not selling us something, they were a partner in what we wanted to accomplish
and in doing that they have created new opportunities for us because they understand our needs and
magnified our expectations well beyond what we would have asked for.
Working with Videocraft is a pleasure.
It's a pleasure because they make the process fun, they make it easy, there is really a
high integrity in terms of the approach to the project.
The resource Videocraft views the project that you presented as if it was their very
own business.
I think Videocraft is sensitive to that and sensitive to the opportunities of communicating
a company's message, not just communicating words and pictures and that's made a huge
difference for us as a company.