making it all about the customers
Background: ShopBot Tools designs and manufactures CNC (computer controlled) tools used in manufacturing. They cut and mill wood, plastics, aluminum and more. If you've heard of 3D printers, CNC is similar technology, but it's "3D cutting" instead of an additive process.
Challenge: The company's 12 years of steady growth came to a halt with the housing market crash of 2008, as sales to home construction and furniture making businesses plummeted. A new focus on reaching ShopBot's other growing markets — small manufacturers, "maker" pros, STEM educators, career & technical teachers, architects and designers — was required.
The Strategy: I worked with the web designers at Designing Solutions to rebrand ShopBot with a new tagline, and re-focus the messaging on ShopBotTools.com and all media to be relevant to the needs of these markets. From key web pages to blogging, to print and online ads, videos and social media, the creative approach has been the telling of compelling customer stories.
The Result: Sales have risen steadily year after year since this new marketing approach has been adopted.
videos i've produced
My role: lead pre- and post-production including story conception and scripting, hire videography team, prepare interviewees, act as off-camera interviewer, oversee editorial
We developed a video featuring ShopBot's CEO Ted Hall, about the company's support of small manufacturing in the US and its launch of the 100kGarages.com business network. My role was to write up the talking points, rehearse Ted Hall for the shoot, and oversee the video production team's editorial work:
Michael Berliner is a copywriter based in the Triangle area of North Carolina (Raleigh, Durham, Chapel Hill). Get in touch with Michael