Goodbye PDF. Hello Video.

Instructions just got a whole lot better.

It’s a strange fact. Snuggled up against epic wedding films and powerfully inspiring micro docs, you’ll find a highly unusual entry on Lavender Lane Media’s most viewed films of all-time. 

It’s a how-to film about installing a specialized type of bathroom fixture.

Local entrepreneur Jeff Whitely, heads up Bella Stone Bath Wall Systems. This company manufactures and distributes a specialized product that offers the look and feel of tile, yet it installs much more efficiently. And it’s marvellously easy to clean year upon year. Jeff’s particular need was realized as he sought a way to support those who choose to install the wall system themselves. 

A link to the video asset is distributed directly to Jeff’s clients at the time they need it most. These screen images give a sense of the range of useful information that the video communicates:

Jeff’s nearest competition includes the biggest names in bathroom fixtures. His business’s success, therefore, depends on more than value pricing. Jeff sincerely believes in supporting his clients with knowledge, so he made a huge upgrade to his written instruction sheet.

In just a single morning, one of Jeff’s local staff staged an installation with lights and camera present. The full installation, including intricate customization and the application of adhesives, was supported with on-screen titles and close-up detailed modelling. 

Now, clients who are new to the installation of Bella Stone Bath Wall Systems can access the film via a link that is distributed by Jeff’s company. They are guided step-by-step in what amounts to a mini masterclass. 

Jeff’s inclination toward quality and accountability is also what led him to choose a video production company that he could work closely with. “As a local business owner of Milestone Bath Experts, it was important to us that we worked with someone local to get all of our training videos and customer experience videos done,” he adds.

While the temptation is to invest one’s media budget in lure films that are directed at potential clients further out the marketing funnel, the wisdom of affirming and supporting clients with knowledge-based videos is clear. People like to be supported. They’ll have a better interaction with the product and likely become stronger advocates for the brand that adds value to their investment.