Interesting Not Interesting Share Tweet Barbara Millett, the Marketing Manager at Peppermint Technology, was trapped in the classic technology product marketing dilemma. Making matters worse, her target buyer was one of the most skeptical, judgmental, and discerning audiences out there: lawyers. So much more functionality, in fact, that the Peppermint brand story gets really complicated, really fast. Barbara’s challenge was to provide a simple, clear, and fully aligned expression of Peppermint’s vision, technology, capability, and game-changing value proposition for law firms. She engaged a video marketing expert and together they devised a marketing strategy that featured a suite of four promotional videos to attract early-stage interest (in the Customer BuyWay) of U.K. legal firms. The emphasis was on projecting the “why” of their brand story as well as the “what” and the “how” of the capabilities of the firm. The Peppermint story is more proof for how important video has become for engaging with customers. In fact, according to a recent report from HubSpot Research 54% of customers prefer to see videos from brands they support, rather than email newsletters (46%) or social image content (41%). The research is clear that producing video content is critical, but in an ever-evolving digital landscape it can be difficult to understand all of the options. If you’d like to read more stories about brands that are transforming their marketing through Story, Strategy, and Systems, download a free preview of my new book: Marketing, Interrupted.
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Barbara Millett, the Marketing Manager at Peppermint Technology, was trapped in the classic technology product marketing dilemma. She had a great product to market, but it came with a ridiculously complicated story. Making matters worse, her target buyer was one of the most skeptical, judgmental, and discerning audiences out there: lawyers.
Peppermint Technology provides law firms in the United Kingdom with transformative, cloud-based software applications that offer far more functionality than traditional legal and case management software. So much more functionality, in fact, that the Peppermint brand story gets really complicated, really fast. Barbara’s challenge was to provide a simple, clear, and fully aligned expression of Peppermint’s vision, technology, capability, and game-changing value proposition for law firms. Traditional marketing collateral—glossy brochures and product spec sheets—were not going to be sufficient.
She engaged a video marketing expert and together they devised a marketing strategy that featured a suite of four promotional videos to attract early-stage interest (in the Customer BuyWay) of U.K. legal firms. The emphasis was on projecting the “why” of their brand story as well as the “what” and the “how” of the capabilities of the firm. She smartly recognized that all great storytelling begins with giving the audience a reason to care, then a reason to listen, and then a reason to engage. Her overall objective was to make the complex simple, amplifying the appeal for larger law firms to engage with Peppermint and support their digital transformation journey. Take a look at an example of the work:
In this video, Peppermint’s…
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