Building a Multi-platform Video Strategy to better explain high tech equipment.
Liktho is a client of Benchmark who recently purchased the Hitchdoc Dual Dozer in order to increase their grading efficiency. Lithko took especially well to this technology, so Benchmark sent us out to document how they used their Dual Dozer on the job.
It's important when selling equipment this expensive, to see how it works. We build a strategy around the genuine testimonial that promotes and explains the product across multiple platforms. This content strategy positions Benchmark as a knowledge resource within this industry and further promotes what their brand stands for.
BENCHMARK TOOL & SUPPLY A GPS AND LASER SPECIALIST THAT HELPS COMPANIES INTEGRATE ADVANCED AUTOMATED TECHNOLOGY INTO LARGE MACHINERY.
HITCHDOC HAS BEEN MANUFACTURING THE DUAL DOZER FOR OVER 20 YEARS AND IT'S PROVEN ITSELF A RELIABLE SKID STEER ATTACHMENT FOR FINISH GRADING.
BENCHMARK CONNECTED US WITH A CLIENT OF THEIRS AT LITHKO CONTRACTING TO DOCUMENT HOW THEY ARE USING THE HITCHDOC DUAL DOZER WHEN GRADING.
A multifaceted content strategy that delivers three levels of video objectives.
For this project, the primary content is to provide a customer and product testimonial.
The secondary content is to provide content that shows how the technology works.
And the platform content is to highlight the equipment with the best shots in order to further promote the first two objectives.
Primary Content - The Genuine Narrative
The HitchDoc Dual Dozer truly impacts the amount of work one person can do. This cutting edge attachment reduces the shovel work in the corners, stays on grade forward and backwards, while also automatically keeping blade height accurate using the Topcon system.
It was important for Benchmark to show how easy it is to use, but also how it pays for itself. Many smaller job sites think investing in expensive equipment sometimes isn't worth it. Shane Lisk is proof that no matter the size of the job site, the HitchDoc Dual Dozer will pay for itself.
In this video he walks the viewer through the benefits of the Dual Dozer over traditional grading boxes, the time it saves him, and the hassle it saves him now that he can do the finish grading in house. These are huge selling points for Benchmark and they always sound better coming from your customer rather than your salesmen.
Secondary Content - Solving a specific problem
As well as having Shane tell you how great and easy the HitchDoc Dual Dozer is, but Benchmark also wanted us to show you. The secondary objective was to show how easy it is to attach the Dual Dozer to any skid steer. This versatility is a leading factor in converting sales on the Hitchdoc because it allows a contractor to operate without owning a skid steer themselves. They can simply rent a skid steer, attach the Dual Dozer, and complete a job the same day saving a large amount of upfront costs. This video can be used to promote the main content, but it can also be used as a tool for the staff explaining just how easy it is to setup.
Platform Specific Content - Hooks & Lead ins
As always, we suggest a strategy that promotes the primary objective with varying forms of content. In this example we created 10 additional social clips for Benchmark to use in order to promote the main video.
Picking the appropriate video dimensions for each social platform is key here. The tall videos, with dimensions of 1080x1350, are specifically tailored to the mobile user. This taller format allows for the video to take up the whole screen within the viewers social feed. The increased size makes it easier to catch the attention of a viewer scrolling by.
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