Using Shots of Family and Employees in a Website Video to Create Trust

The Bill Howe San Diego Plumbing %LINK1% presents a compendium of techniques used to win the trust of viewers. The branding techniques used in this video are aids to help create a rapport between members of the plumbing company and the viewing public. Notably this video does not presents shots of the company at work, and only two brief shots of the company truck, techniques found more frequently in other plumbing videos. However, Bill Howe is a recognized company in San Diego, and perhaps the owner felt the company's reputation for workmanship is already solid, and he wanted to increase company branding. This video is notable for its focus on presentation of company branding imagery. It is worth examining, because many of the techniques found in the video can also be applied to company videos in other professions. The %LINK2% presents the following branding images and techniques: 1) Mention of the number of years the company has been in business conveys a sense of longevity of service and experience 2) The initial segment presenting a picture of the owner and wife together suggests that this is a family owned and operated business, and is therefore dependable. 3) The shot of the owner's wife speaking to the viewing public creates a personal appeal to the viewer on an emotional level As we see Bill's wife standing by his side and talking positively about the company, we perceive that she trust's him. Since his wife trusts him we also want to trust him. 4) The owner's wife and members of the crew, saying "Thank-you San Diego," is similar to shots found in other company videos. This is a technique found in a number of service videos and helps to create a direct company connection to the locale. 5) The shot of the company truck emblazoned with the company name and number conveys a sense of trhe solidity of the company. |Company truck, emblazoned with company name is an image found universally in plumbing videos, and is an indication of the stability of the company.} A company with one or more company trucks emblazoned with the company name is visible evidence that the company is solid. Companies with well stocked plumbing trucks can send out radio dispatched trucks on emergency calls, and thus provide better emergency service. 6) The shot of a plumber or worker leaving the truck to go to a service call, creates trust because we see the employee going to work. One or more images of a company plumber at work builds trust in the company. Many of the techniques used in this video to convey the company branding are also found in a number of other plumbing company videos. The initial narration about the company's years of experience and local connection are very common. Shots of the company crew, greeting or waving to the viewers is very common. A shot of the company secretary at work or greeting the public, if she has good screen presence, is common. One or more shots of the emblazoned company truck is universal. A shot of a plumber leaving the truck to make a service call is almost universal. One or more shots of plumbers at work, and using the most sophisticated equipment the company has is usuall. One or more shots of the owners wife and or family at the beginning or end of the video, greeting the public is not uncommon. The branding presented in the video is that of a local family owned and operated business, with years of experience, that faithfully serves the local community it is part of. The company is an established solid enterprise.It has personal company trucks, with the company name and number emblazoned on them. It has a sizeable support staff with a secretary. It has a number of workers. Additional imagery, not seen in this video includes shots of the company's most sophisticated equipment. Shots like these present evidence that the company uses all the latest plumbing techniques. Finally the %LINK3% shows the secretary working at the computer, evidence that this is an up to date modern plumbing company.

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