• 20EVO

Product Marketing Strategy: A behind the scenes look at our video shoot for crankbrothers


Pro XC National Champion Monica Calderon riding a trail in Southern California
Pro XC National Champion Monica Calderon riding a trail in Southern California

You know that your product is great, but how do you get customers to recognize this and buy it? When consumers don't see your value proposition clearly, they're not going to be interested in what's

inside your packaging. They'll just move on with their lives and spend their money elsewhere.


Product videos are a great way to showcase both the unique features and inspiring stories of your product in one video.

Bhushan Thakkar making final adjustments for the interview portion of the shoot
Bhushan Thakkar making final adjustments for the interview portion of the shoot

There are many ways to promote a product through video marketing. One strategy is offering a side by side comparison or before/after message is an effective tool. Product testimonials are another effective marketing tool that allow you to show your customers how much value they can get from using your product. Demos show your product off allowing the viewer to visualize themselves using the product. Don't just use one way in your video marketing, instead look for ways to show product benefit in multiple ways in the same video asset.


Product videos are a great way to showcase both the unique features and inspiring stories of your product in one video. They allow you to show off its functions with quality visuals that will be able to connect on an emotional level with consumers. You may only get one opportunity to showcase your product to your target audience, so make sure you are doing it right.


Behind the scenes: crankbrothers' Highline Dropper Post Product Marketing


Many Pro MTB Racers don't use a dropper post on their cross country bikes. 20EVO was challenged by crankbrothers to produce a side by side comparison of Pro XC National Champion Monica Calderon riding a trail in Southern California with and without a crankbrothers' Highline Dropper Post. The Dropper Post features quick, on-the-fly adjustments so riders can find their perfect riding position no matter what type of terrain they're navigating.

Bhushan setting up the three GoPro cameras setup to add more angles and get realtime data
Bhushan setting up the three GoPro cameras to capture Monica as she makes a run on the trail. The setup adds more angles and captures realtime data to provide the fair comparison.

The crankbrothers team switching to the crankbrothers dropper post
The crankbrothers team hard at work

To best tell the story in the most authentic way possible, we needed to have a technical team from crankbrothers on the trail with us to change the post on Monica's bike after each run.


By using GoPro's built in GPS data to show her speed in realtime, in a split screen format, we were able to show the time difference on the exact same section of trail. This allowed us to get the comparison we were looking to demonstrate as part of the product marketing strategy.


In the end, 20EVO helped crankbrothers' marketing team to show how a dropper post allows you to push your limits and lay down your best times using multiple tools in our product marketing strategy kit.





Check out the final video here:







Latest Posts:

Do you want to tell a better story?

20EVO logo white.png

We’ve been doing it for over 20 years. That means we know what works and what doesn’t. And we can help you get the most out of your content strategy, whether you need a full production or just some advice on how to make your existing content more effective.

IMG_1538.jpeg

Award Winning

Video & Photo

We make branded content that  entertains and informs

learn how

20evo circle 2 white.png