“Knowing how things work is the basis for appreciation and is this a source of civilized delight.” – William Safire
Some companies keep their entire process secret, while others have come to see the benefits of sharing the creation and manufacturing of their products with their customers. I believe that sharing a company’s process helps potential customers build an understanding, and through that a deeper appreciation for what you are offering.
This belief, combined with a curiosity and passion for learning, led us to making three mini documentaries for our first product at GNTLMN. These documentaries showcase the maker of the product working with his hand, the history of the product, and it’s use. By sharing the attention to detail, the hard work, and the personal touch that goes into our products, our customers are able to distinguish between what we do and companies that are merely using “artisanal” or “craftsman” as buzzwords in their marketing efforts without being able to back that up with lasting, high quality products.
In an Etsy-fying economy, we’ll see an increasing preference for products with a story and an identifiable team of creators, and a move away from the mass-produced alternative. For many product groups we might even see the mass production factory disappear, while the importance of the factory tour will only become greater.
The aforementioned documentaries are our factory tour. For filmmakers behind-the-scenes videos are the new factory tour. For chefs video blogs and food network shows are the new factory tour. For app makers product videos are the new factory tour. For videogame creators video updates from the studio are the new factory tour. For musicians in-studio updates and acoustic videos are the new factory tour. For creatives of all kinds making a great Kickstarter video is the new factory tour.
Empower potential customers with knowledge, because knowledge leads to appreciation, and appreciation leads to a desire to reward or be involved through ownership.
What’s your new factory tour?Tweet