Case study:

TG Racing Profile

Film: 'Exhaust Craftsmanship'

Mainly in the workshop, we created this 3-minute craftsmanship profile video for prospective customers, for the TG Racing website. The video reveals the skills and techniques of a race exhaust engineer at the top of his game. It was a 4-day shoot, a 4 day edit and around 3 days pre-production. It's wonderful to explore an expert world, and Tony was really kind in revealing his techniques and approach. Didn't really want this job to end.

The challenge

TG Racing is one of the UK's leading two-stroke motorbike exhaust makers. They lovingly hand craft 'pipes' for motorbike owners, racers, teams and manufacturers. But outside the racing world, they were unknown, and when prospects called with enquiries, the owner had to convince them on pedigree and calibre. The challenge was to demonstrate TG Racing's pre-eminence to an internet audience, and ease the phone sale.

Our task

Our objective was to make selling quicker and easier by building reach and trust with new prospective customers.

How we helped

We created a unified new image, website and video. We loved filming at TG Racing's wonderful oily workshops and their clients' bikes out on the track, and we learned a lot by interviewing Tony. We even pulled a few strings and arranged for an afternoon of private airfield use at Wroughton to dramatise the racing benefits. Finally, we built a website using the excellent Adobe Business Catalyst platform, and created the content - copy, video and imagery, publishing it on the internet and notifying Google.

Outcomes

A new flow of prospective customers, and a positive shift in customer opinion has been established. And the desired easier sales calls.

Tony Green, Owner

The jobs are better jobs, and we're turning away work, finances are getting better, I'm a lot better off.
Tony Green, Owner

Learnings that may be relevant to your firm

We learned from this creating this short film for TG Racing Profile. We're sharing a few of our learnings here in the hope that they'll help you prepare for your next next video.

  1. Shoot a skills portrait in a documentary way - it looks natural
  2. Mount the camera in dramatic ways - that's what brought this video alive
  3. Don't be afraid to ask the same question different ways to get a better answer
  4. Let your video dominate its web page - it's what most people consume first
 
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