Spring Times October 2018

October 31, 2018
Last month, we turned Spring PR’s headquarters into a film set; green screen and all!

On behalf of LEKI and Polartec, Spring scripted and produced a new set of videos for the training platform, Myagi. Used by retailers including Cotswold Outdoor and Snow+Rock, Myagi helps retail staff to learn how best to sell a brand’s products.

Myagi’s Customer Success Executive, Oliver Swift says, Spring PR have done a fantastic job with their latest set of training videos. One of the things that really stands out is the clear consideration they have put into where and how this content will be consumed. Their video content has clearly been built from the shop floor up. Couple this with a fantastic presentation style and a very clean editing job, the lessons are memorable and moreish, but more importantly, deliver all the knowledge and know-how for sales associates to sell.”

To produce high quality films we brought in local production company, Cotswold TV, run by Tom Wakefield, “The trap many businesses fall into is that overwhelming excitement of having a mobile phone video camera in their pocket and the ease of simply ‘cracking on’. It means that often the other 90 per cent of production is skipped.”

“We can’t encourage planning enough – plan, plan, plan! Which is why it’s a joy to work with a team such as Spring PR. Our relationship with Spring means we can confidently turn up on set to capture what has been extremely well planned and storyboarded – leaving us to lend our expertise to capture that story at its best.”

Here’s a taster of just one of the eight videos we produced for LEKI:

And here’s Myagi’s top five tips for creating training content:

  1. Use Video Content
    Nowadays, the most common and by far the most engaging form of media is video, and it is the most popular way millennials and young adults like to learn. PDFs and hundreds of pages of product specifications are not only time consuming to read, but also boring!
     
  2. Always consider your target audience.
    It is important to remember that sales associates are not watching your content because they want to BUY your product. They are watching it because they need to know HOW TO SELL your product. Make sure content is not presented as a consumer marketing piece, but as a valuable asset that will give them the knowledge and confidence to bring your product up in conversation on the shop floor.
     
  3. Short and Simple
    Make sure your content is in bitesize and digestible chunks. Ideally keep videos below 2 minutes. That way you retain a viewer’s attention throughout the lesson and encourage them to ‘binge watch’ training content. Due to the way media is consumed online nowadays, it’s been proven that learners are much more likely to watch four 2 minute videos in a row than a single 8 minute video.
     
  4. Film in Landscape Mode
    Due to the increased presence of ‘stories’ on social media channels, people are comfortable filming in portrait mode – this is BAD practice. Always film in landscape mode to keep content compatible on all devices, making for a much more enjoyable viewing experience no matter the device.
     
  5. Stay Authentic
    People tend to clam up or become a bit stiff when delivering product or sales sessions via video. Stay natural and authentic and keep your personality, and even humour, coming through when talking about your products and how to sell them. Winning the hearts and minds is THE BEST way to get them excited about your products, which will come across to the potential customer on the shop floor.

This season, Spring client and French outdoor brand, Eider, announced the launch of its Mission Hoodie, a warm, moisture wicking jacket that’s also eco-friendly. It’s made from Polartec’s Thermal Pro, a fleece fabric manufactured using recycled plastic bottles. Polartec has now saved over one billion plastic bottles from landfill.  

Eider’s decision to choose an environmentally friendly fibre is part of a wider movement that’s going on, not just at Eider, but with many other outdoor brands. At Spring we’ve witnessed its growth first hand with the Nikwax #DoMoreWithNikwax challenge this summer, LifeStraw’s Follow the Liters campaign, AKU’s Environmental Product Declaration certification, Reima’s non-toxic children’s wear and Polygiene’s #wearmorewashless philosophy.

So what’s behind these developments. We spoke to Eider’s Head of Brand, Aurore Calmier:

Why is Eider’s focus on environmental practices so important at the moment?

“Sustainability is a topic that’s really ingrained in our values. We are working hard every day to select qualitative and clean materials to make our garments from. Nature is our playground, it’s so important to protect her.”

What impact does this have on you commercially?

“When we took the decision to stop using real fur in our products, we lost this market share in our sales, especially in the USA and France. For other decisions: recycling materials, using Oeko-Tex and blue sign fabrics, PFC-free water repellent treatment…it’s positive for business. Our consumers are more confident in our products.”

You’ve always used faux fur for British consumers. What lead to your decision to using faux fur across Europe?

“We are really against bad animal treatment and even if we were very careful on our real fur selection in the past, we think it’s important to avoid any doubt about animal treatment. That’s why we decided to use only faux fur in our collection.”

 Why did you decide to work with Polartec on the Mission Hoodie – what about Polartec attracted you to them?

 “Polartec provide quality technical knit fabrics. The fabric we use for the Mission Hoodie is a perfect mix of function (warmth, wicking, abrasion resistance) and style (cloudy effect, handfeel).  It’s one of our best sellers. Finally, Polartec is a guarantee of quality and performance for the end consumer.”

 
 

By now, many of you will have spoken to our apprentice, Jas Pottinger. Perhaps you also employ apprentices, or are thinking of doing so? She’s a great addition to our team so we wanted to know her top tips on making an apprenticeship work for you. Click here to read more on our blog. 

 

 

 

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