ASK Partners Case Study
Video Strategy for Investors
ASK is a boutique, specialist property lender offering tailored real estate finance solutions across the capital structure and real estate sectors.
They have traditionally grown through word of mouth and an incredible track record.
The Challenge
ASK brought in First Last Film to build a video strategy to engage new
high-end investors to choose ASK as a secure financial risk.
The Solution
Stage 1.
The solution ASK chose was a video sales funnel.
Their investors are high-end, highly-engaged and keen to talk about their experience with ASK.
The best way to extend the word-of-mouth growth was to give an easily shareable, stylish piece of content which other investors would be happy to pass on to fellow investors, but which would also gain traction with those outside the normal social circles of even the usual investor base.
THE FIRST PIECE of the puzzle was to make a wide catch-all film with the best and buzziest of our interviews, using key words and phrases which would catch investors ears, short and to the point, while maintaining a stylish and high end feel.
Stage 2. Down The Funnel
Once investors were interested in ASK they could find out more through deeper-dive videos.
These videos meant that potential investors could hear from the individuals why they had chosen ASK.
This extended the concept of word-of-mouth which had always been ASK's most powerful growth tool.
Stage 3. The Dig In
Once we've caught the potential investor's interest, they are likely to watch the current investors testimonials to find out more.
Once they have watched these we created a raft of other films with the staff of ASK.
This humanises a company. We put flesh on the bones. The classic sales line is 'People don't by products; they buy people.' Video adds that humanity.
We made a 'Home Page' video which gives the top line about ASK, we made individual films with key staff to outline their passion and relationship with investors, we made a'state of the economy' film with CEO, Dan, we made enough content for potential investors to see the strength of the company and
