With their primary business shut down due to the pandemic, the team at topspoil company SRM Carver and Son began offering new premium products to help at-home gardeners stay busy during lockdown. There was just one problem: their customers didn’t know about them yet.
To get the word out, SRM Carver and Son connected with DP Mark Litherland and the creatives at REDison Films to make a high-impact video about their latest product line. “The window of opportunity was small, and they wanted something in a very short timescale with the specific intent of increasing their sales during lockdown,” explains Mark.
The results were nearly immediate. “Since launching the video, we’ve seen a huge uplift in incoming inquiries,” says Rosie Carver, director of SRM Carver and Son. “We no longer deal with queries questioning the cost or quality of our products, and have increased our overall sales by nearly 30%.”
Majorly impressed by their video's ROI, we caught up with Mark and Rosie to hear more about the production process, find out how they made a video designed to boost revenue, and hear their advice for other small businesses looking to get creative with video.
In addition to a +28% increase in topsoil sales, we’ve taken on large wholesale contracts for high-end suppliers, merchants, and home builders, with one direct order totaling over £50,000.”
What were your goals for the film?
Mark: “So many films just give information. We want to create emotion that leads to action. Sam and Rosie Carver didn’t just want people to watch the film and think ‘that’s interesting.’ Put bluntly, the primary goal was to generate more sales immediately, and to create an enduring customer base.”
Tell us about the production process.
Mark: “The budget was £4800 plus some minimal travel expenses. End to end, production was just 10 days.
Six people in total worked on the finished film, three from REDison, and three from SRM. Everybody had more than one role. We were really disciplined on ownership and had a really good shot list before we started.”
How did you optimize the video for social?
Mark: "We knew that we had a 2 - 3 minute window to get the message across before people clicked away. We had to hold their attention until the CTA. The film is mainly hosted on Vimeo and shared from there, because we wanted to close the film with that direct Call to Action link.
We anticipated that people would watch the video on phones and tablets, so we wanted visuals that included bold shapes and primary colors. We also wanted sound that was clear and uncluttered, so that it could be heard well from small devices.”
What has been the response to the video?
Rosie: “We put so much effort into producing our premium topsoil, but it’s always been difficult to communicate this to prospective clients. The video carefully and meticulously walks you through the complete process.
In addition to a +28% increase in topsoil sales, we’ve taken on large wholesale contracts for high-end suppliers, merchants, and home builders, with one direct order totaling over £50,000.”
What Vimeo tools did you use to make this video?
Mark: “The Vimeo tools we use the most are the review tools. They make collaboration really easy, as everyone can point out exactly where on the screen and when on the timeline that they want to comment.
It’s much better than just words, and it allows the contributor time to think and consider. Also, people with the best insights are often the most introverted. This gives them a platform to contribute where they’re not on public display. That’s hugely valuable.”
Do you have production tips for a small business just starting out with video?
Mark: “I think there are two main things. One: nail the sound and lighting! Audiences are much more forgiving of any visual flaws if they are well lit and the sound is good.
And two: Plan; plan; and plan again. Plan what could go wrong and then do something to avoid it. Do as much work on the shot list as you can before going anywhere near the shoot.”
