Jon Orton understands the critical role content marketing plays in the business development strategy of Uponor North America. He also has a firm grasp of the challenges that are inherent in marketing a product that specializes in plumbing and indoor climate products. Making matters more challenging have been the ever-changing buying behaviors of Uponor's customers.
50% of our leads come from the web, so we needed to find a way to use technology to nurture and develop relationships earlier in the decision-making process than we did in the past," said Orton.
He is a visionary in his approach to marketing techniques and his role as Director of Marketing Operations is no different. So, as he observed the growth of online video several years ago, he realized an untapped opportunity for Uponor to reach both consumers and contractors in communicating the benefits of Uponor products.
Orton and his team came to StoryTeller for video production services which resulted in a powerful and cost-effective video series called, the “Uponor Minute.” Short, educational and informative product videos, the Uponor Minute was created to help existing and prospective dealers alike better understand Uponor products and applications. The idea was hatched in 2011 and the Uponor Minute library continues to grow with thousands of views and hundreds of subscribers.
In addition to the Uponor Minute, Uponor has turned to StoryTeller to assist in a number of internal and external video production projects including Manufacturer of the Year, convention highlights and human resources videos.
Brief product application videos expand dealer relationships and increase sales.
"50% of our leads come from the web, so we needed to find a way to use technology to nurture and develop relationships earlier in the decision-making process than we did in the past"
- Jon Orton, Director of Marketing Operations