Training and Promotion through Emotion

ADVERTISING, DISTRIBUTION, & SALES

When Charity Williams, director of marketing for Zevex Inc. (Salt Lake City), first met with production company Mallory Multimedia (Layton, UT), she challenged the company to combine education on and promotion of the EnteraLite Infinity enteral feeding pump into a single video as innovative in its design and delivery as the product itself.

Through their collaboration, Mallory and Zevex created an entertaining and emotionally engaging video for professional and consumer education by integrating the story of Coby Beltran, a consumer of Zevex's EnteraLite Infinity pump, with detailed product operation instructions. As a result, the video serves double-duty. Using the opening and closing marketing segments of the video by themselves, Zevex has a distinctive promotional tool for trade presentations, conferences, and direct-to-consumer marketing efforts. Using the complete video, Zevex can effectively engage and educate consumers and clinicians by promoting the benefits of the product using a real success story.

Kyle Mallory, producer and director for Mallory Multimedia, said, "Our objective was not only to educate the viewer about the product, both in its effectiveness as well as its operation, but also to leave them eager and excited to put the information into practice."

Presented with enough depth to draw the audience into Beltran's situation, the creation of a positive emotional mindset allows the viewer to sympathize and identify with Beltran. Ultimately, this positive emotional state results in effective memory retention of the video's instructional elements. "The success of the Zevex campaign, in concert with the In-Awe award, reinforces our belief that a properly developed documentary can serve as an effective, viable alternative to the traditionally stale and tedious training video," Mallory says."

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