How do you end up with Whiteboard Animation web videos for truck sales? It’s part of the process to delivering results – not just “a video”. Let’s look at a recent customer, in our new audio series:
Video marketing success stories
If you live in Southern California, you may be familiar with Western Truck Exchange because their iconic mud flaps that feature drawings of their three owners/founders are on thousands of trucks currently driving on our roads.
We met the Western Truck exchange people at a Vistage meeting, where a group of executives or owners of companies get together to talk about problems or issues and help each other solve them. Our CEO was giving a talk on storytelling when he was approached by a gentleman who had some problems with his company’s marketing. The company was Western Truck Exchange.
They quickly signed on for four short hand drawn animation videos
There are some key differences when you’re working for a client who has signed on for multiple projects as opposed to just one. For one, you’ve got to look at it like it’s a TV season rather than just one single item, one single movie that you’re making. You’ve got to have an arc.
For Western Truck Exchange, they wanted to do a one minute video, but we changed gears and said, let’s do four short ones for different customer types on different websites. And it really worked out well.
Even though we typically work in the high tech space with relatively complex products, we embraced Western Truck Exchange’s blue collar nature. It became a nice challenge to come up with ways to deliver their message to a wide audience with multiple needs.
As we brainstorm ideas, we like to center them around what we call STUFF. STUFF is an acronym that stands for elements that every story or video should have – at least one or two of these elements or you’re going to have a boring story. S is for Sexy, T for Touching, U for Unique, F for Funny, and the other F is Fear.
In this case, we wanted to go down a path that was new to the Western Truck people and really focus on humor.
If you take a look at these mud flaps on their trucks and their logo, it’s these three brothers in a sketch form of their faces. So if you’re a company with a known branding commodity like truck mud flaps that are driving around all over the state with the founders faces on them, you want to take advantage of that.
So we decided to have these little sketches come to life through these cute, fun, really funny stories. We came up with different scenarios that had the three faces talking to each other.
Getting Western Truck to embrace a funny comic book or animation style was a little difficult. They knew they wanted to do something funny but “funny” is subjective. Luckily our writer stepped up and made some really cute stories and they went for it. I remember one in particular where at the end of it all three of the faces go, “Aaah!” because somebody else’s axle fell off of their truck because they obviously hadn’t shopped with Western Truck. So this axle is about to hit the mud flaps and they’re all scared, but they’re just heads so they can’t run. Funny stuff.
80 to 90% of the people at first glance, when they realize that every movie, every commercial, every book that they’ve ever read, uh, read, uh, or watched has elements of this STUFF in every single, they all get are onboard. But often there’s an ensuing step that happens when they stew on it and discuss things internally, or bring in their executive team or CEO or their ad agency or they talk to the product folks or the engineering team, and they come back and say, “Well, you can do all that, but we really need this list of maybe 10 features to be in the video as well. And that’s where the drama or the conflict comes into play. They want to play it safe. So it takes some convincing.
So with Western Truck, they had their internal discussions. Fortunately, the CEO stepped in and said, “Let’s do something fun and different than we’ve done before.” So it worked out great.
When we went into the production phase, as we typically do, we included the client every step of the way.
They were very excited by the very simple style and look which essentially reappropriated the look of the mud flaps. When they saw it, they get very excited.
There’s always a balance of time, quality and budget. If you give us enough time, then we can do a fantastic job with the quality. Western Truck was limited on budget. So we couldn’t go all 3D and we couldn’t put entire scenarios of moving trucks and highways.
Some hurdles were raised, but challenges are opportunities. And it was an opportunity to do something even better. But this was their first foray into video. This was a little bit of a test. So we didn’t need to go overboard. Another acronym I use is CORE: Create Once, Repurpose Everywhere. So once we create the production, the art, the animation, we have those files, we can repurpose them into many different things. For 25-30% of the project, we can create whole new videos.
We’re always adapting. At the same time, we learn more about a customer. We can make really informed decisions and discussion points for them to suggest “This might be better than what your original thought was because we’ve done a thousand of these.” This mindset has helped our customers create over a hundred million dollars.”
For a company that comes in and hasn’t done video or video advertising before, we can be a really big help. And I think that was the case here.
Contact Rip Media Group to see how we can help your company through video marketing.