The Solution
To address this challenge, Panoptic took a multifaceted approach to redefine and clarify Mole Valley Farmers’ Farmer Shareholder Membership offering:
– Engaging Video Series: We developed a series of engaging videos to empower Mole’s marketing team. These videos effectively communicated the benefits of the membership, targeting both existing Farmer Shareholder Members and potential new members.
– Internal Training: In addition to the customer-facing videos, we created an internally focused video to train and educate Mole’s employees across their extensive network of 50+ stores throughout the UK. This ensured that staff were well-equipped to explain the membership’s advantages to customers.
– Customer-Centric Approach: To convey the membership’s benefits authentically, we collaborated with Mole’s existing Farmer Shareholders. These individuals served as presenters in the videos, sharing their personal perspectives on the key unique selling points of Mole’s offering. We also conducted shoots across the UK, representing various farming types, accents, and regional perspectives to resonate with a diverse audience.
The outcome of this project was highly successful for Mole Valley Farmers and their membership offering:
– Clarity Achieved: The videos provided a clear and compelling explanation of the Farmer Shareholder Membership, leaving no doubt about its value.
– Engagement Renewed: Existing members were re-engaged, and new members were attracted to join, thanks to the powerful storytelling and personal perspectives conveyed in the videos.
– Continued Collaboration: Panoptic’s success in this project led to an ongoing partnership with Mole Valley Farmers on various other projects.
This project not only clarified Mole’s membership offering but also demonstrated the power of customer-centric storytelling in marketing, resulting in tangible success for the brand.
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