The inspiration behind CED’s Virtual Facility Tour
Most machining and manufacturing companies will certainly agree: providing an in-person Facility Tour can be a time- and resource-consuming event. However— for many prospects looking to acquire or change part supply vendors, an on-site tour is often requested to establish a comfort level. To confirm that a manufacturing company is all that its marketing materials and website claim.
Certainly, we at CED are proud to show off our state-of-the-art, integrated machining facility through these tours. But doing so really does require quite a bit of preparation and planning. Especially if the tour coincides with the machining of confidential parts or assemblies fort other clients, necessitating production be temporarily halted in order to fulfill any Non-Disclosure Agreements assigned to such work.
So along with meeting the design, machining, finishing, and inventory needs of existing clients, the focus of our entire company temporarily shifts into “presentation mode.” We take time to double-check every detail and perform extra “housecleaning” so that “every visible element” reflects our commitment to delivering the very highest quality, precision-machined parts and products.
During a Facility Tour, our attention also focuses on making certain our guest’s feel welcome and accommodated. This can include assisting with the scheduling of transportation, lodging, and meetings with key CED Services personnel based on anticipated project needs.
All this requires an effort we are glad to make. But a while ago we began wondering… “could there be a more efficient solution…a way to quickly and convincingly tour our pant ‘virtually?’”
The COVID-19 Pandemic made our virtual tour “idea” a true necessity!
We were toying with a strategy for creating a more efficient company tour when “it” happened… the COVID-19 pandemic! The 2020s were met with limited and restricted travel nationally and globally, creating an even greater challenge for scheduling Facility Tours. It was then we knew it was time to put our Virtual Tour idea into motion.
THE OBJECTIVE: Create a convenient, fast, effective way to establish credibility and gain prospect confidence.
More than just gaining our prospects attention—we needed to also keep that attention. We needed to make it quick and easy to obtain whatever details interested the visitor most. Also important was presenting our facility, our machinery, and our staff in a way that convincingly communicated the advanced quality and unwavering level of professionalism we offer in every phase of a part-machining program.
THE STRATEGY: Create a series of short, concisely focused videos.
Unlike a traditional “company overview” video, each of these videos would be concise and singe-department-focused. The videos could be viewed in successive order, or in whatever order best fit the viewer’s interests.The goal would be to address the most important concerns regarding each topic by quickly delivering just 4 key messages:
- Capabilities and Services of the department
- Significant equipment, machinery, and systems that enable expert delivery of these services
- Role the department plays in providing “end-to-end” manufacturing solutions
- Reference the value of watching next video in the series, ending with a suggestion to contact CED to additional details
To better simulate an actual tour, each video would be narrated by a friendly, engaging “tour guide.” As the videos are sequentially watched, the viewer would in essence be led through each of our integrated departments by this guide. Viewed in order, this would collectively reaffirm the “turnkey support” we offer— from ideation assistance and design through machining, finishing, and even inventory management.
After multiple internal meetings and some grassroots research, we decided our virtual tour would best be comprised of 6 Videos:
- Introduction: Quickly reintroducing CED and explaining the Virtual Tour concept
- Design Consulting: Outline value of the initial Part Design and Manufacturing Consulting support we offer
- Engineering: Detail Our CAD, Prototyping, testing, and refinement capabilities
- CNC Machining: Provide quick overview of our expansive, integrated, advanced CNC Systems
- Finishing and Assembly: Demonstrate the many value-add finishing services we offer.
- Quality Assurance: Conclude with a summary of how our advanced QA Lab and quality assurance protocol is integrated into every step and every department.
Planning and Scripting
We worked with professional Communications and Video Crew explaining our objectives and strategy. This lead to the development of “video scripting” — narrative outlines defining exactly WHAT should be communicated in each video. And THIS is where some unexpected but valuable learning occurred!
Scripting our Virtual Tour revealed some important oversights!
By going through this exercise of scripting narratives, we were forced to take a long, hard look at our “company perception.” Beyond simply explaining “what we offer,” we researched deeper, asking exactly what our customers were looking for and/or wanted most to know. We also examined what prospects currently UNDERSTOOD or BELIEVED to be our manufacturing strong points.
Through this process, we discovered that we maybe fell short promoting or highlighting some of there most valuable services we provide. (This was especially true for the value we offer to companies seeking a true manufacturing-solution partner )
As a result, we modified our existing marketing materials and website, making some pretty significant changes and content additions. This helped strengthen our branding and marketing message by concentrating on our USPs— the “Unique Selling Propositions.” In short, the elements that help set CED apart, contributing to our being a leader in manufacturing the highest-precision parts and sub-assembled components.
THE EXECUTION: Videography and Editing
With a strategy and script in place, we then contracted with a professional video company that helped bring our vision to life. This involved the casting of talent, selecting the best shooting locations in our shop, and even doing a little extra “spring cleaning” prior to make certain the final visual product reflected the same superior-quality standards we strive for in our machining!
Once video footage was completed, the communications/video team took on the task of editing to create a streamlined, effective version for each video segment according to strategy. After a couple rounds of review, input, and minor edits, our Machine Shop Virtual Tour was ready to launch on our website!
THE RESULT: our Virtual Tour delivered some surprising added benefits!
We immediately began to receive positive feedback from site visitors, and even some existing clients. All shared with us that the new Virtual Tour was an innovative solution for learning about CED. One that was enjoyable to watch, and easy to navigate and share.
Monitoring our website traffic, however, revealed some extra benefits. The total number of visitors to our site began to go up, as did “time spent” on our site by each visitor. Both of these factors can have a positive impact on search engine organic ranking, helping us to further strengthen our “digital footprint.”
Why share this CNC Machining and Marketing story?
At CED, we strive for “manufacturing innovation,” and we think that goal should extend to the development of communications used to help acquire leads and sales. We also think the sharing of good ideas can only lead to “improved results for all” that strengthen U.S Manufacturing’s position as a superior part supply option. The recent Reshoring movement within our industry has focused on creating a more reliable product, helping get the attention of part buying clients who re fed-up with the uncertainty of going overseas.
While U.S. Manufacturing companies may “technically” all be competing for the same type of work, we are ALL still allies—unified in the movement to bring sound, dependable part manufacturing back to U.S soil. So we hope this article provides ideas and inspiration and for any U.S. manufacturing companies looking to prosper or grow.
To view our Virtual Tour in its entirety, click this link: CED Machine Shop Virtual Video Tour.