B2B PROMOTIONAL CAMPAIGN / VQUIPHOW DO YOU CREATE DEMAND FOR A PRODUCT THE MARKET ISN’T LOOKING FOR?
We’re building an ongoing B2B content marketing system for VQuip: two industry-specific films are creating demand among new audiences, while two launch films are introducing new solutions to the market.
Together, they form a B2B campaign designed to create demand, support product launches and give the sales team more relevant ways to approach different customers.
A PRODUCT FILM ALONE
WOULD NOT CREATE DEMAND.
VQuip is looking to reach several industries that are not actively looking for vehicle fitouts and do not yet see them as a business priority.
A conventional product video can show what the company makes. It cannot, by itself, give different B2B audiences a relevant reason to care.
The communication challenge is to turn a low-awareness product category into a clear business need while adapting the message to industries with different priorities and buying motivations.
At the same time, two new products require launch films with a more direct, sales-focused purpose.
Our ongoing task is to create content with two clear goals: build demand in new industries and support new product launches.
THE PRODUCT EXISTED.
THE DEMAND DIDN’T.
For the industry films, we use a problem-first narrative. Each story begins with the pressures and priorities of its audience before introducing VQuip as the relevant solution.
This allows the company to speak differently to infrastructure and network operators, telecommunications providers and mechanical service businesses without relying on one generic product message.
For the two product films, we shift the focus from demand generation to product launch. The films introduce the new service body and metal drawer systems through clear demonstrations of how they work and what they offer customers.
We combine CGI, live-action footage and motion design to:
- adapt the message to different B2B audiences;
- demonstrate products and configurations clearly;
- move between industry context and product detail;
- create four distinct films within one visual system;
- keep the campaign consistent across different sales objectives.
Instead of forcing one video to communicate everything, we give every film one clear job.
FROM “WHY DO WE NEED THIS?”
TO “WHICH PRODUCT DO WE CHOOSE?”
VQuip now has four promotional films designed for audiences at different stages of the buying process — and the campaign continues to grow.
The campaign allows VQuip to:
- enter different industries with audience-specific messaging;
- create relevance before introducing the product;
- support two product launches;
- give the sales team targeted content for different conversations;
- maintain one consistent brand story across the campaign.
Instead of a generic corporate video, VQuip is building an ongoing content system around specific audiences, products and commercial goals.
WE’RE NOT JUST SHOWING
WHAT VQUIP MAKES.
WE’RE GIVING EACH AUDIENCE
A REASON TO CARE.
NEED TO BUILD DEMAND FOR A COMPLEX B2B PRODUCT?
We build content marketing solutions that make the need clear, give each audience a reason to care and make the buying decision easier.
