What good can come from a peak behind the curtain? For your average consumer, quite a lot. Who doesn’t want to know what’s actually in that hot dog, or where Steve Jobs gets all those sweet black shirts? Not the most practical examples, but the point is that we all spend countless hours comparing products and choosing what business gets our business based on very complex personal formulas. Many of us stop short of carrying a pocket-sized version of Consumer Reports around, but when given the opportunity we prefer to know whether we are dealing with a Wonderful Wizard or just some dude from Kansas.
The good people of The Cary Company in Addison, IL understand this, and with the help of Cultivate Studios are lifting their curtain with gusto…The Cary Company
The Cary Company provides raw materials (chemicals), packaging, absorbents and filtration products for both industry and consumer. It’s not the kind of company that John Q. Public lauds; it’s the kind of business you might find tucked away in an industrial park. For most of us, industrial parks are just a collection of mildly mysterious monstrosities we pass on our way to somewhere else. But every monstrosity is feeding an industry that produces a product that we are in one way or another consuming. So, yeah, it would be nice to know what’s going on back there. The Cary Company is one company that’s not bricking in the windows; they are opening up their warehouse for everyone to see.
Over the last several years, The Cary Company has grown substantially. They are very aware that as they grow they must manage that growth or their ability to provide excellent customer service will decline. Recently, they have been implementing several measures, including increased internal training, audits, and attention to safety and the environment, to ensure that as their company grows, they don’t lose track of the virtues that made them a success in the first place—relationships, family-orientation, product knowledge and logistics. The Cary Company chose Cultivate Studios to create a promotional video to take care of the rest—finding a dynamic way to share these continued commitments with existing customers, while at the same time giving new customers immediate assurance that they are choosing the right company to do business with.
“Cultivate has created an incredible marketing tool for us, capturing an honest and engaging video portrait of our people, facility and approach to business. We knew from their portfolio that they would deliver for us, and we were very impressed with the first class results. We look forward to working with Cultivate again in the future.”
–TJ Tyrrell, Inside Sales & Marketing Manager for The Cary Company
It’s safe to assume that people looking for the kinds of products The Cary Company provides want a few key things—a good price, quality and dependability. So the video finds its backbone there, and not everyone will ask for more. However, some will, and that’s where the video finds its real value, setting Cary far apart from the pack. Cary does the vast majority of their business over the phone, and this video is an invaluable way for them to further customer loyalty with a good long look behind that curtain. They are proud of their people, so we not only show them working; we let them speak their minds about where they work. They are proud of their facility, so we show off every corner. They are proud of their safety and environmental record, so we make that a key component of the conversation. In fact, as our video unfolds, and you see more and more of the warehouse, you might even begin to assume they’ve got safety and the environment on their minds.
For The Cary Company, the end result of making a video with Cultivate Studios is that their mildly mysterious monstrosity just came vividly to life. Cary becomes a business you can partner with for the long haul. A real place teaming with great employees and quality products. A company that sees taking care of all the little things behind the scenes as key to everything. Now, every time a Cary salesperson picks up the phone, it just might be a little easier to get down to business.
For more curtain-lifting and proof of the value of great corporate video, see our blog entry, Fresh Video: When Corporate Gets Personal.
