Creative Direction, Project Lead, Video Production
Unifying brand messaging and product benefits through sales training.
In December of 2014, TriggerPoint became one of the larger brands under the Implus catalog which prompted senior leadership to request a simplified consumer education strategy in the form of sales training videos. I helped create the content, wrote out a basic structure of the dialogue and directed contract copywriter and videographer/editor to produce a four-part sales and marketing support video.
To effectively sell TriggerPoint products, there are several topics that are likely to be discussed- from a customer’s existing understanding of self-myofascial release, possible injuries or pain points to then familiarizing them with our product line.
I interviewed sales staff and analyzed the commonalties within their sales pitch and selling process. I then developed a project board that helped visualized the separate but interrelated topics the videos would need to cover.
To stay within our minimal budget I collected archival videos, utilized minimal stock resources and enlisted support from a contract videographer for additional B-roll footage.
Condensed Retail Message
Four separate videos, the first two serving as a brand introduction and consumer friendly explanation of foam rolling with the third and forth introducing TriggerPoint’s product line and helpful ways to sell.