Film: 'Lab Leadership'
Cawood Scientific is the UK's largest independent soil-testing laboratory. They provide analyses to the agricultural, animal, amenity and environmental industries. Although they were market leaders, they had a tendency to understate their true value to prospective clients. Cold prospects weren't getting an initial sense of the firm's capabilities and value. The challenge was to demonstrate these right at the start of the sales process, online.
To create a services explainer video to make prospecting easier by:
- building reach and trust with new prospective customers online
- retaining the appeal to land and environment laboratory analysts.
What we didTo kick off the project, we filmed this promotional video for prospective customers, for the Cawood Scientific website. Titled 'Lab Leadership', it reveals the firm's agricultural and industrial capabilities and processes. It was a two-day shoot, a three-day edit and around two days' pre-production.
We filmed the labs at two sites and were amazed the huge variety of nutrient and toxin tests on offer and the equipment required. We interviewed the senior figures in the business, learning much about the fascinating explosion of micro-technology in the field (pun intended).
Then we filmed their wonderful labs to illustrate how high-tech they've become. We got up at dawn to film fallow and cropped fields to dramatise the piece (before and after).
And finally we tied it all together with a STAR story structure (Situation Task Action Result).
Our client is delighted with the piece and it's now in use front and centre on their website and within their sales process.
The Cawood team were wonderful - guiding round the dangerous and industrial parts of their labs with care and patience.