When Tumi turned to me - Jay Zellman and Corporate Video Concepts to create a video elevating their Women’s Bags, the task was to create something different. They didn’t want a standard training video. They wanted something that would create a mood, an emotion. Women shop differently than men and when selling bags to women, a different approach is necessary.
This video was designed to give the viewpoint of the customer and at the same time, reinforce best-practices and necessary selling skills when selling to the Tumi female client. To do this, we hear from three distinct women and we learn about what they like and look for in a bag:
Meredith, a young professional is in and out of meetings all day so she needs to have the confidence that her bag is stylish and functional.
Christine is a working mom. She has the hustle and bustle of getting the kids out the door and getting to work. For her, her primary need is durability and organization. She wants to know where everything is when she needs it.
Emma is a woman just starting out in the work place needs her bag to be cool, on-trend, stylish, yet classy and functional. She has a bit of a flare and she looks for the same thing in a bag - something that complements her style.
Interspersed are short segments from our Tumi sales associate, Marissa (Actress). Marissa has had a reoccurring role in many of Tumi’s videos. She is the perfect sales associate and always models the way. However, for this production, we took a different approach. Instead of showing straight role-play scenarios, we hear Marissa talking about what she does and we see her doing it while she narrates. She talks about all the key points our customers bring up and shares her best-practices for selling women’s bags to the female client.