Laboratory equipment manufacturers use online video presentations to help with sales and training efforts
Unique to the laboratory equipment and instrumentation selling process is the challenge of making all the intricate features of a product come to life in a print or online advertisement or in a verbal conversation.
Just attend a major life science trade show such as Pittcon or Cell Biology and it is immediately apparent how intriguing and powerful many of these instruments are, and exactly how fast the technology improves from one year to the next, says Outlier.
Video presentations foster a dynamic interaction that allows end users to understand basic product operation such as installation and maintenance, as well as more complicated features such as programming and calibration.
Outlier Solutions has begun offering this type of video presentation for laboratory equipment manufacturers.
Julie Kay Schatzman, vice president of marketing for Sheldon Manufacturing states that working with Outlier Solutions was a good fit for multiple reasons.
"Many of our products offer features that require a hands-on presentation to fully grasp.
"Outlier Solutions worked with us to develop a step by step video presentation that we can arm our sales force with, or give to our customers, that creates a greater understanding and comfort level with our laboratory equipment".
Outlier Solutions focuses on harnessing the power of technology to help organisations train and sell more effectively.
"Coming from the technology and education industry I saw an immediate fit between what we were doing with digital video in the classroom and the needs of the laboratory equipment market", says Jed Herzog, co-founder of Outlier Solutions.
He adds: "Training sales professionals and educating end users about a product are similar tasks.
"Using video to deliver the right mix of information with interesting presentation makes this process easier".
In addition to video production, Outlier Solutions uses its expertise in search engine optimisation and web marketing to help laboratory equipment manufacturers with distribution and direct marketing of the final video presentation.
The video presentations can be accessed from a company's website, packaged for CD or DVD distribution, or downloaded onto a users computer via the internet.
This broad distribution makes the entire project much more cost effective and accessible worldwide.
Outlier Solutions is a full service marketing firm based in Portland, Oregon, offering industry expertise in the education and life science markets.
Outlier Solutions specialises in video production, web marketing, search engine optimisation, graphic and web design, and public relations.
Sheldon Manufacturing is a leading manufacturer of the Shel Lab brand of constant temperature equipment for the laboratory, industrial, and clinical marketplaces.
The Shel Lab family of products includes the Bactron anaerobic chamber, CO2 incubators, laboratory ovens, general purpose incubators, hybridisation ovens, low temperature (BOD) incubators, shaking incubators, vacuum ovens, and water baths.