Major international orders generated by an explainer video
B2B
Industrial machine repair
LinkedIn + e-mail acquisition
Michaels Loft Film
The Problem
Michael’s offer is very technical. His website consisted of a lot of copy and scattered images, leading to high bounce rates because visitors to the site did not take the time to read the text in detail.
The risk of losing the prospects is particularly high with complex or technical products and services, because they do not understand the offer.
A high-quality style also appeals to conservative B2B companies.
The Film Concept
The film was drawn in a high-quality style, since it is a conservative B2B target group and a high-priced offer. In the film, the solution is not only explained, but above all shown visually, making it easy to understand.
Since many companies — particularly large ones — make decisions based on rational facts and not on a gut feeling, the film placed particular focus on potential profit.
Michael wants to address customers all over Europe, so the film was made in German, English, French, Spanish, and Czech.
Especially in the B2B field, numbers and data are convincing.
The Result
In the first few weeks Michael was able to secure three new customers (from Germany, Austria, and Holland), who became aware of him through the film. One of the three was initially a customer of Michael’s competition who, after seeing the explainer video, promptly called Michael.
Another individual saw the film on LinkedIn and reached out to Michael. In total, the video has generated more than €250,000 in sales already.
“The film paid itself back after just one week,” says Michael.
To understand how technical products work, it often helps to see them.