Video Production Firm: The A to B Marketing Method
In 2006, Blendtec, a relatively unknown blender company, launched a now-iconic marketing campaign with a simple but brilliant concept: Will It Blend? The campaign began with a problem that many consumers could relate to—blenders that struggled to handle tough or hard-to-process ingredients. While some blenders could manage basic fruits and vegetables, they often failed when it came to tougher materials like ice or even harder objects. The common consumer dilemma: Can this blender really handle anything I throw at it? Blendtec’s solution was both creative and effective: their founder, Tom Dickson, began blending unusual items in front of the camera—things like marbles, golf balls, and even an iPhone. The question, Will it blend?, was answered dramatically as the product handled each challenge with ease. The campaign turned the problem (ineffective blenders) into a clear, unforgettable contrast with the solution (Blendtec’s powerful blender). What began as a humorous and entertaining video series soon went viral, capturing the attention of millions and driving sales growth for Blendtec. In fact, after just one year, their sales increased by over 700%, proving that the A to B method—identifying a problem (A) and offering a compelling solution (B)—can be highly effective in the world of marketing video production. This is just one example of how a well-executed marketing video can take a potential customer from recognising a problem to envisioning a solution. It is a strategy that a video production firm can replicate to create impactful videos for businesses looking to connect with their audience in a meaningful way. In this article, we will explore how the A to B method can guide the process of video production and marketing, ensuring that each video takes the viewer on a journey from point A to point B.
What Sets the A to B Method Apart?
Unlike old-school marketing, which often relied on dramatised and exaggerated transitions (e.g., black-and-white despair turning into vibrant colour), the A to B method emphasises authenticity and relatability. It is about meeting the audience where they are (Point A) and guiding them to a better future (Point B) through a logical, emotional, and actionable narrative.
Why Authenticity Matters
A recent study showed that 62% of consumers distrust marketing videos that appear staged or overly dramatic. They prefer content that resonates with their real-world experiences and provides a clear, believable path to improvement. For a video production firm, this means creating content that is honest and actionable rather than relying on gimmicks to capture attention
How Marketing Expertise Enhances Video Production
A video production firm with marketing experience approaches each stage of production with a strategic mindset, ensuring that every element of the video contributes to the A to B narrative.
Pre-Production: Laying the Foundation
During pre-production, the focus is on identifying the audience’s current challenges (Point A) and developing a clear vision of the solution (Point B).
- Scripting and Storyboarding: A marketing-savvy video production firm will design a narrative arc that emotionally anchors viewers. For instance, the script might start with a business owner overwhelmed by complex systems and end with them thriving thanks to a streamlined software solution.
- Relatability Through Research: Data-driven insights can shape characters, scenarios, and outcomes that reflect the audience’s experiences.
Production: From Script to Screen
This phase is about translating the script into visuals that maintain the A to B journey:
- Subtle design choices, like lighting and set transitions, can visually depict progress. For example, the transition from chaotic to organised workspaces subtly emphasises the solution’s impact.
- Avoiding overused tropes ensures authenticity. Instead of hyperbolic despair, production teams might show manageable struggles that audiences can empathise with.
Post-Production: Refining the Journey
Editing is critical for ensuring the A to B story remains clear and engaging.
- Colour Grading: Progress from muted tones at Point A to warmer, inviting hues at Point B.
- Sound Design: Gradually resolve tense or uncertain music with uplifting scores to symbolise achieving the solution.
- Pacing and Flow: Keep the narrative tight to ensure viewers stay engaged from start to finish.
Distribution: Amplifying the Message
Strategic distribution ensures the A to B narrative reaches the right audience at the right stage of their journey:
- Use awareness-focused platforms like Facebook for Point A content, introducing the problem.
- Deploy retargeting ads or email campaigns to emphasise Point B solutions, encouraging action.
The A to B Method in Action: Case Studies
Dropbox’s Explainer Video
Dropbox’s explainer video begins by illustrating a common problem: disorganised file management. Viewers see someone struggling to find and share files across various devices, something anyone who uses digital storage can relate to. This sets the stage for the problem (Point A), highlighting the frustration many people face with inefficient file systems.
The video then transitions to the solution: Dropbox’s seamless file-sharing service. It clearly shows how Dropbox simplifies file access and collaboration, addressing the problem introduced earlier. By providing a clear, relatable solution, the video takes viewers from frustration (Point A) to ease (Point B), making Dropbox a practical answer to a common issue. This simple yet effective storytelling approach exemplifies how a video production firm can implement the A to B method by keeping the focus on real-world problems and achievable solutions.
Always’ “Like a Girl” Campaign
Always’ “Like a Girl” campaign starts by showing how the phrase “like a girl” is used to undermine women, with examples of people performing actions in a way that reinforces negative stereotypes. This presents the issue of societal expectations and self-doubt (Point A), making it clear how damaging these stereotypes can be.
The campaign then shifts to empowerment, redefining the phrase “like a girl” as a symbol of strength and confidence. By showcasing young girls confidently taking on challenges, the video moves the audience from recognising the problem (Point A) to envisioning a more positive outcome for girls’ self-esteem (Point B). This transformation emphasises the power of positive messaging in marketing.This campaign demonstrates how a video production firm with marketing expertise can combine emotional and cognitive triggers to guide viewers from self-doubt to inspiration.
Additional Tips for Successful A to B Videos
- Deploy Emotional Anchoring
Studies reveal that videos with a narrative journey achieve 22% higher engagement than those without. Balancing cognitive appeal (clear solutions) with emotional resonance ensures the A to B story connects on multiple levels. - Measure and Refine
Metrics like watch time and click-through rates can reveal whether the A to B narrative is effective. A successful video will retain viewers and drive them to take the next step. - Embrace Authenticity
Avoid over-polishing the message. Incorporate user-generated content or real testimonials to reinforce the authenticity of the A to B journey.
Closing Thoughts
The A to B method is more than just a narrative framework—it is a philosophy that aligns marketing with genuine audience needs. When a video production firm integrates this philosophy into its work, the resulting videos are not just advertisements; they become valuable resources that inspire trust and spur action. By continuously focusing on real-world challenges and actionable outcomes, the A to B method connects businesses with their audiences in a way that feels relevant, relatable, and ultimately, effective. Interestingly, research from the Nielsen Global Trust in Advertising report shows that 83% of people trust recommendations from people they know, and 66% trust consumer opinions posted online. This underscores the importance of relatability and authenticity in marketing—both of which are central to the A to B method
As we move forward in a world of increasingly savvy consumers, the ability to create marketing content that truly understands and solves their problems will be a defining factor in long-term success.
If you are looking for a video production firm that understands how to guide your audience from problem to solution, reach out to Sound Idea Digital today. Let’s collaborate and create videos that address real challenges with real answers.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |