LAI Video

BACKGROUND

Introduce your business and what you do there.

I'm the vice president of industry relations, communications, and marketing for the National Grocers Association (NGA). I essentially serve to provide a voice for independent grocers and the supermarket industry among stakeholders and other industry relations partners.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with LAI Video?

We were looking for a vendor to help us produce videos for our annual convention that could be used both to inspire attendees and to serve as evergreen, educational pieces to showcase on other platforms.

SOLUTION

What was the scope of their involvement?

LAI produced a total of three videos that were revealed at our event and then posted to our YouTube channel, included in e-newsletters, and sent to the press following interviews for additional information. LAI traveled to three different locations that we picked out and interviewed members and customers in the communities being served. Working alongside our team, LAI helped script and storyboard each shoot and provided feedback on interview questions to ensure the messaging was in line with our goals.

We've also worked with LAI on two similar projects in the past. Under a tight deadline for the first project, they produced videos using images and short video gathered from our members. For the second project, they shot in-store interviews with a variety of our members. Each year, we try to create new videos that hype up the crowd and are more relevant to what's going on within the industry at the time.

What is the team composition?

Sarah (Producer and Project Manager, LAI Video) was our main point of contact, but we usually worked with a team of two to three people, including videographers and a client relations manager.

How did you come to work with LAI Video?

We decided to work with LAI in 2014 based on positive feedback and recommendations we received from other trade associations that had worked with them previously. They had a reputation of quality work and professionalism.

How much have you invested with them?

We've invested between $50,000–$200,000.

What is the status of this engagement?

We started working with them on the latest project around August 2017 and wrapped it up in February 2018

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our members are very happy with the content LAI produced—it's high-quality and gives its members a great sense of pride. The videos LAI produced effectively tell a great story about our industry and help educate others on the types of work our members are doing. It shows how supermarket operators and their employees are innovating for the future, as well as how their work is positively impacting the communities they serve.

How did LAI Video perform from a project management standpoint?

They were excellent at setting timelines, keeping us on track, and hitting every deadline. Before we started any project, their team came prepared to a kickoff meeting after doing a lot of research. They provided invaluable feedback and guidance throughout a very collaborative process and genuinely seemed to care about helping us achieve our goals. They provided us with supporting evidence for best practices to help guide us on choosing the best options for our project.

What did you find most impressive about them?

Their ability to keenly understand a client's project and goals sets them apart. They do their research and are able to quickly grasp the main issues and objectives of the client. Furthermore, they do an excellent job of storytelling and are easy to work with.

Are there any areas they could improve?

No. From start to finish, we were very happy with them.

Do you have any advice for potential customers?

Provide them with as much educational pieces and information as possible that will help them understand your business, challenges, and goals. They're willing to do the work for a deeper understanding of your industry before diving in, so I suggest helping guide them upfront on the information you think will help them the most.