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What videos can do for your business

There are times when giving people “a look under the hood” into the workings of your business can pave the way for better customer and community relations.

In the past year, James Street has worked with Anacostia Rail Holdings to produce a video series that sheds light on how short line railroads provide “last mile” transportation services in locations across the U.S.

These brief videos tell different stories to different audiences. For one railroad, videos make a compelling case for how the local freight rail provider serves the community, supports the economy, and benefits the environment. The videos also dispel misconceptions about the rail industry, and help educate about safety and environmental issues.

Other videos take to the sky with drone footage for a virtual tour of the many distribution and transportation options offered by the short lines, and serves as a great sales tool for the railroad.

Working on these videos has been fun and even a bit eye opening. Although James Street specializes in marketing communications for the transportation sector—and has done quite a bit of work for rail companies—we’ve learned a lot about today’s freight rail industry.

For example, when we were on-site at each railroad we were impressed with the work they have done to prepare for the implementation of Positive Train Control (PTC). This high-tech initiative is a billion-dollar investment by both Class I railroads and short lines to install PTC technology on their locomotives to stop or slow trains before accidents related to human error can occur.

Videos can be a unique way to showcase your business. Potential customers see a visual demonstration of your capabilities and services. Community members and leaders get a better understanding of what you do and how you do it. And, including images and sound bites of management and employees in the video puts a “face” on your brand.

The best videos are ones that are not overtly promotional. Sure, it’s okay to show your products and services; but the information should be presented in a way that answers potential questions. 

What if your audience was your extended family at the Thanksgiving table—ranging in age from 9 to 90? If someone at that table were to ask what your company does, how would you explain it? 

Storytelling is always better with pictures—and even better with film or video. That’s what makes a corporate video such a compelling tool. It’s attention getting. It’s in your own words. And, it can be targeted toward multiple audiences.

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    , 2019