The Project: Make videos to show how to erect different types of clothes lines
Client: Daytek Australia
Industry: Manufacturing, wholesale distribution (Clotheslines, Home Improvement)
The Challenge: Turning Instructions into Action
Daytek makes and sells rotary clothes lines, fold-down wall-mounted clothes lines, and stand alone A frame clotheslines. You can buy them in Bunnings and they also distrubute to the US market.
They have instruction pamphlets in the box when you buy a clothesline, but customers (including Bunnings) increasingly want to see a 'How To..' or demonstration videos. Daytek's head office is in Preston, Victoria where they deal with customer phone enquiries and returns, and so through this feedback they have a good handle on what customers want.
Plus, of course the videos are there to help promote the products.
The client also wanted a set of the videos for the US market, with imperial units of measurement.
The Solution: Expert Installation, Engaging Presentation
Clips That Sell partnered with Daytek Australia to develop an approach that would be both informative and engaging.
We considered several options for the style of videos and how to make them:
- Matching installation footage with a scripted voice-over.
- Adding text descriptions to footage (no dialogue)
- Filming a live installation with the presenter providing commentary as the go along.
Ultimately, we recommended the third option: a live installation with a knowledgeable presenter. The key was finding the right talent – someone who could not only demonstrate the installation process but also communicate it clearly and engagingly. This approach adds personality and authenticity to the video.
Our Video Production Process:
- Talent Acquisition: Daytek didn't have a willing/suitable in-house presenter, so we first searched on the StarNow platform, but ended up with a personal recommendation. We found a local builder who also happened to be an actor – a perfect fit!
- Location Scouting: To showcase the installation of rotary and wall-mounted clotheslines in a realistic setting, we put a request up on local Facebook groups to find a suitable home.
- Pre-Production Collaboration: We worked closely with Daytek throughout the pre-production phase, ensuring alignment on the video's direction and content.
- Scripting and Shot List: We developed a detailed "script" outlining the key visuals, steps and talking points for each video, along with a comprehensive shot list.
- Filming and Continuity: On the filming day, our team meticulously followed the shot list, paying close attention to continuity between scenes, even when shooting out of sequence.
- Editing for Impact: The biggest challenge was keeping the videos concise and engaging. To overcome this, we used techniques like text overlays for detailed technical information and speed ramps to accelerate less critical sections.
The Result: Enhanced Customer Experience and Increased Sales
The resulting videos provide clear, step-by-step guidance on how to install Daytek clotheslines. John, our talented presenter, made the process look easy and achievable, even tasks like mixing concrete and aligning the rotary pole.
These videos are now on Bunnings product landing pages, helping Daytek maintain their shelf space, and drive sales. They are also being used in the US market and are sent directly to customers to answer installation queries. These videos are now a critical piece of Daytek's marketing collateral for trade shows, their website, and social media platforms.
Conclusion
Clips That Sell's demonstration videos for Daytek offer a clear and concise guide to clothesline installation. Our team handled all aspects of the project, from scripting and production to directing, editing, talent sourcing, and location management. We produced eight videos for different products, including a version tailored for the US market. All videos were created using Daytek's branding and colors.
If you have a product or service that needs clear and compelling demonstration, contact us to discuss how video can help you achieve your business goals!
