Monthly Archives: September 2017
The Circular Economy & Branding – Notes from a Speech by Nick Liddell

 

What is the Circular Economy

Vebu caught up with some of the key speakers at the Transform Conference where we heard The Clearing‘s Nick Liddell discussing the circular economy.

The idea of the circular economy revolves around the premise of zero wastage from producing goods in the world today. Image if we could recycle 100% of the materials used in any given goods.

The economics behind this make for very sound reading. We live in a linear world where we are consuming ever more goods; production needs to increase, and we are running out of the raw materials needed to keep up. The traditional manufacturing processes are struggling to extract profit because we all want these goods ever more cheaply. While, even in poorer countries, wages are slowly rising, the rate of consumption of goods is rising even faster still.

The circular economy revolves around the principle of total recycling, looked at from an economical perspective.

Let’s go over some of the key points from Nick Liddell’s talk:

How do we implement the principles behind the circular economy? 

There are now many ways in which we can make better use of the raw materials we have at hand.

First off, we can design out the waste – that is, looking at what would otherwise be considered waste in a new way, giving it new life.  Reuse, repair or refurbish. Furniture reuse is an obvious one here.

Cascading of resources is also becoming mainstream. That is, using the by-products of production to make other products. Marmite has been around for decades, the base product of this delightful spread coming from the brewing of beer. We are now able to produce jet fuel as a bi-product of the steel industry.

Modular design is another great way of making efficient use of resources. Modular design means that when one part of an item needs replacing it can be detached and replaced whilst leaving the rest intact.

Changing sense of ownership

Nick finished his talk with a word on the changing sense of ownership. Do we still need to own anything? We’ve seen the change in ownership in cars and music, it doesn’t have to stop there.

There’s also the idea of viewing your clothes in much the same way that people are now viewing music –  not fully owning them but instead merely renting them over a period of time. Think of models used by companies like Airbnb – could you make money out of the clothes your not wearing?

If we are constantly seeing products move through a life-cycle of re-design and re-invention during their own life-cycles we are merely owning them for a part of their lives.

All in all, it was interesting talk and we’d recommend you catch Nick Liddell from the Clearing when you can.

If you’re interested in learning more about how we have been producing award winning video content over the past 15 years then get in touch with [email protected]

Matt Gardner

Vebu


Engaging Your Customers

We like a Good Story

When someone watches a film or reads a story they are more likely to engage with that story if they can empathise with the key characters involved.

A product video is going to have a greater chance of increasing sales if the customer can clearly see how that product is going to benefit them, not just how the product works.

If it’s an IT product then we don’t really want to see inside the hard drive, but we do want to hear about how it reduces the amount of time an IT manager has to spend managing it. We want to hear how the software has improved customer service or increased workflows and to cap it all we want to know how it has increased profits.

If it reduces the amount of time we all have to spend at work that let’s hear about this as well.

But before we hear all of this we need to buy into a central character that we can relate to. This is why we are always keen to use real people in video content rather than actors.

People are naturally suspicious of senior management and obvious scripts!

If I was watching a video about an IT solution at a school I’d like to hear about the people using it: the teachers, parents, and students; NOT the company selling the product.

Do your research

Don’t just rock up to one of your customers and ask to film them onsite. Get to know them and try to find some personal stories about how their business is run, what are the common issues and how you have been able to solve them.

It’s not all about profit and KPIs; people respond best when there’s a human element the video and its story.

Give your central character time to set up the story and background before you get into the meat of the matter. The customer needs to believe who they are before they start hearing about the product.

So I leave you with this thought: if you want to promote your product, find customers who are happy to talk about its benefits and how it’s helped them.

If your audience believes them and trusts them then you’ve got a sale.

If you’d like help in creating video content for your business and creating a strategy for delivering that video to the right audience to create new sales then call Vebu on 02081332995 or email us as [email protected]