The Problem

The problem we are addressing with this short promotional video is to educate prospective new customers on the importance of hiring a professional locksmith for their home or business needs. Mike’s Locksmith has a proven track record, but reaching their ideal client is time consuming. Because marketing requires consistent effort and creativity, there are the occasional droughts when it comes to attracting new customers.

In working with Sarbina, co-owner of Mike’s Locksmith, together we worked through a needs analysis to determine the information road blocks for customer acquisition. We then pulled together high level information to create a product that reduces the repetitive nature of Mike’s Locksmith marketing efforts.

The Solution

To solve the customer acquisition problem, I proposed the creation of a short promotional video that incorporates the common objections of new prospective customers as well as the education routinely provided via social media.

Some of the reasons this video solution is the best suited for to solve this problem is:

• it is flexible, easily scalable, and can be seamlessly applied to various marketing efforts (social media, newsletters, networking presentations, etc.).

• it allows prospective customers to revisit the material, making it a more cost-effective solution than other options.

• it can help solve the marketing gaps in education and the importance of working with a locksmith professional.

In addition to this promotional video, I recommended additional steps that could take their marketing efforts a step further, such as:

• using the video as part of a Facebook ad marketing campaign

• offer monthly or quarterly virtual or in-person workshops providing education on home security and the importance of using their services for their home security needs. This video can serve as an introduction to all workshops and educational events offered.

Process

After conducting a needs analysis and assessing the specific marketing and educational needs of Mike’s Locksmith, I worked with Sabrina to define clear marketing objectives, such as common customer objections, routine answers to commonly asked questions, and call-to-action. I then began to create engaging content, including interactive slides, and real-life scenarios tailored to new homeowners. After the creation of the content within Articulate Storyline 360, we entered the first review cycle.  Upon approval, I created the complete video and functional prototype in two separate versions, a shortened promotional video and a second version that incudes clickable interactions for customer learning. Upon final feedback and approval the final product was integrated into Mike’s Locksmith marketing efforts to attract new customers to help them reach their financial goals.

Interactive Prototype

Using the text-based storyboard and course creation outline, I moved on to create an interactive prototype in Articulate Storyline 360. The prototype allowed me to seek feedback on video content and the overall user experience. I included one interactive section, engaging but not distracting transitions, short educational clips, and an engaging final call-to-action section.

Full Development

Once I had finalized the interactive prospective customer user experience based on the feedback received, I was ready to complete the development of the promotional content. Full development was straightforward and quick with the guidance of each of the previous building blocks.

Shortened Promotional Video

I created a shortened version of the project strictly for marketing use the eliminates the user interaction. This allows Mike’s Locksmith the option of how and when to use the pieces of content for their customer education and acquisition efforts.