Most of us watch product videos to learn about products, but sometimes stories behind those videos and products are so inspiring that it makes you want to learn more about people who invented the product and brought it to life.
We are talking today to Anton Karl Rutherford from Safe-T-Sleep, a company from New Zealand who is relatively new to American market but if their success in new Zealand is any indication – we will hear more about this company and their incredible product very soon.
HandBookLive team worked with Safe-T-Sleep to help create a voice over for the wonderful animated videos that Safe-T-Sleep had produced and posted on HandBookLive.com.
Before we get to the story behind the product let’s watch this video to learn about Safe-T-Sleep sleepwrap and how it works.
Safe-T-Sleep Sleepwrap is used by over 200,000 babies worldwide!
Laura Beken: “Anton, I understand that it was your mother who invented this incredible product for the babies. What was her story? How did it come about?”
Anton Karl Rutherford: “Yes, the Original Safe T Sleep Sleepwrap was invented by my mother who nursed several babies who had been admitted to hospital due to falls from their cot. She decided that this type of accident could be prevented which eventually resulted in the creation of the Sleepwrap. The product was not put on the market until our neighbor said (over dinner one evening) that the Sleepwrap should be made available to everybody! So Mum decided to engage several sewing ladies in New Zealand and went about making Sleepwraps.”
Laura Beken: “What was the biggest challenge?”
Anton Karl Rutherford: “One of the biggest challenges we faced was that it required years of educating and demonstrating the product. Showing how the product works to both the medical profession and general population in New Zealand required a huge effort. On our information site www.safetsleep.com there are numerous testimonials that we’ve obtained over the years proving that we’ve overcome this challenge. The second biggest challenge is repeating this effort globally!”
Laura Beken: “What is your main strategy for reaching the US market?”
Anton Karl Rutherford: “We feel that our new website, www.safesleepsolutions.com will enable us to do so by providing customers an understanding of how the product works and the main benefits through the visual 3D Animation Clips we’ve created. Our video on HandBookLive.com allows retailers to embed our product video to help them sell our product. The product packaging doesn’t really show the customer what the product does so some form of visual add is essential for our product. We are passionate about overcoming our second biggest challenge and continue to work alongside people who can support us. What we keep on reminding ourselves is that the product was invented to prevent accidents whilst creating peace of mind for parent which is a pretty cool thing!”
Laura Beken: “I understand you are actively looking for retailers who will help sell your product in the US?”
Anton Karl Rutherford: “Yes we are. We would love to team up with great companies who care about baby products and baby safety as much as we do. You can email us about partnership opportunities at sales@safetsleep.net. And of course we encourage everyone to help spread the word by embedding our videos. Anyone including retailers can do it via the HandBookLive player by going to the player and simply clicking on the embed tab in the Info panel and copying the embed code”.
Laura Beken: “What made you decide to do a video for your product and what was the main goal?”
Anton Karl Rutherford: “We felt that with our product it was essential to show parents how the product is fitted and why there is a need for this type of product. Education is still a big part of our business. The video shows how the product is fitted and the main benefits/reasons why the product was invented which to help prevent falls from cots, help provide a central sleeping position and help prevent flat head syndrome. We feel these are the three key things/message we wish to get across”
Laura Beken: “How long did it take you to produce the video and what were the challenges?”
Anton Karl Rutherford: “We spent approximately 6 months writing the scripts and guiding the 3D Animation company. This was a big learning curve for us as we didn’t understand/appreciate how complicated it would be to create these clips. Everything was documented in a project plan to avoid any confusion.”
Laura Beken: “I think it is a beautiful and very informative video, and thank you for letting HandBookLive help with the voice over – we truly enjoyed working on this project, and we are all very excited about your product, and hope that soon it will be as well known in the United States as it is in New Zealand. Good luck to you, and thank you for sharing your story!”
Laura Beken,
HandBookLive, Inc
www.HandBookLive.com
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