Win Hearts with this Impactful Method
In the quest for brand loyalty, there is a particular approach that is instantly recognizable and deeply impactful.
George Lucas did it with Star Wars. Melanie Harrington does it with Dahlia May Flower Farms. Did you guess what it is yet?
Behind-the-scenes (BTS) content may have been popularized with uber fans of blockbuster movies but savvy marketers know that deeper loyalty starts with deeper knowledge.
In a show-don’t-tell environment (roughly dated Instagram and forward), the intimate story of actually producing a service or product is the very hook that leads to engagement and retention.
The world of wedding planning is seen as intense and exciting. Unsurprisingly, the perils of turning empty spaces into glorious venues for high-stakes one-off events produces an exquisite pressure that is, quite frankly, fascinating.
Event Designer Deborah Brown commissioned a short film to bring her clients and fans behind-the-scenes for her company, Crushed Ice Productions.
For her own venture into the BTS marketing angle, Deborah selected a date that would offer some stunning waterside visuals paired with a genuinely unique challenge. The Waupoos Estates Winery had just erected a vast permanent tent without internal support poles and Deborah’s company was selected to design the aesthetics in this generous space. Her BTS film culminates with sweeping timelapse footage of the stunning transformation.
Viewers of the Crushed Ice Productions BTS film come away with more affinity for Deborah and her work. Her frankness supports the image of an event designer that is truly pouring her heart into her successful work. And the underlying vibe aligns with essential messages of quality and competence.
While Deborah’s budget for what amounts for a mini-documentary wasn’t huge, she was able to produce a 7-minute featurette that is central to her 2023 marketing funnel.
BTS on a budget is still achievable with a few easy steps:
Identify central messages you’d like to convey: quality? creativity? dependability? Settle on a few messages that are provable with BTS messaging.
Get the evidence: quality video clips, clear photographs, quotations from team members.
Share these at the right points in the customer journey. Chances are, if they’re finding your BTS media then you’re already talking to people who are familiar with your product with more generalized marketing (IG, TikTok, radio) so you can go ahead and geek out a little. You’re demonstrating sincerity as much as any other quality with BTS messaging.
Curious to see how this looks? Here’s Deborah’s 7-minute micro documentary:
