The A.C.T Framework in action
- refreshvidpro
- Feb 25
- 3 min read
When investing in video, it's crucial that it serves a specific purpose. While videos can enhance the appearance of your homepage or social media channels, creating one just because "everyone else has one" is a waste of resources. Just like any employee you hire, it needs to fulfill its role effectively.
While having a visual representation of your business is important, the true strength of video lies in having multiple videos that establish authority with each piece of content. Picture finding an engaging video that suggests how a company can address all your issues, but upon visiting their website, all the information is buried in pages of text, or even worse, missing entirely.
At Refresh Video Productions we work off a simple framework that speaks to your ideal customer at each stage of their decsion making journey. we call this the ACT Framework. You can learn more about it by watching this quick explainer.
But how does this look in pratice? We are using a video campagain we made for a a well know Somerset Camp site, Petruth Paddocks in Cheddar.
Although they had videos available, there was no clear strategy guiding them. As a former paying customer, I had insight into not just the excellent experience of staying there, but also what various demographics of guests might want to know.
So, following the frameworks guide we started with:
A - Attention.
We created a 2-minute video for them to feature on their website, YouTube channel, external booking sites, and social media platforms. This video provides a glimpse into life at Petruth, highlighting its values and facilities. Petruth accommodates a wide range of campers, including families, stag and hen parties, dog owners, campervan groups, wild campers, and those who prefer a bit more luxury. Whoever watches the video can see a part of themselves in it, sparking their curiosity to discover more.
C- Consderation.
As in many industries, consumers have numerous choices available to them. Even if you've piqued their interest, it's essential to nurture that curiosity while they evaluate all their options.
To achieve this, we had an extensive conversation with the owner, Jules. He discussed the site's origins, guest rules and expectations, how to connect to the power supply, nearby attractions, and more. These topics are divided into short videos available as a playlist on their YouTube channel, and they are also included in their online guide and accessible via QR codes around the site.
These concise pieces of content inform guests before they arrive, saving both guests and staff from addressing repetitive questions, while also reassuring guests that this might be a worthwhile investment of their time and money.
T - Trust
Its time to seal the deal and turn those now warm leads into full paying and often returning customers.
We achieve this by gathering genuine experiences from guests and their children, who address all the questions that potential visitors might have. How clean are the toilets? Will the kids get bored? Is there an option to purchase food? etc.
Listening to genuine, unscripted experiences from like-minded individuals, building on the lessons from the previous videos, is sufficient for people to decide that this is the place they want to be.
Whether you're offering weekend getaways or B2B services, a well-planned and targeted campaign can significantly ease the process by ensuring a steady flow of warm, qualified leads at the bottom of your sales funnel. Creating a series of videos like these doesn't necessarily require three times the investment. With careful planning, such a batch of videos can be produced in just one day of shooting, maximising the value of your marketing budget.
Interested in learning how a custom video campaign can save you time and money while helping potential clients recognise that your services are the ones they want to engage with?
Book a call HERE
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