Technion Oy – Promoting sales of forest machine control systems

We have collaborated with Technion since 2017. Characteristics of outsourced marketing are dynamic and flexible work guided by the client’s needs. Our role with Technion includes, for example, content production, website updates, translation work, and creation of graphic materials. Larger projects have involved productization, such as developing product information and document management, one concrete result of which is a product search feature implemented on the website.

Ease and accessibility first

Outsourced marketing is an ongoing service in which we perform an agreed amount of work each month. Good planning goes a long way, but sometimes situations and needs change quickly, so flexibility and practicality guide how we use our time in everyday work. We carry out tasks on a customized schedule when the situation requires it. “We meet with Mathias and Meri from Smartbutlers a few times a year and plan ahead. However, we mainly cooperate via email, phone calls and web meetings. The nature of marketing expertise we need varies, so Smartbutlers’ concept—where we can access skills from translations to video production—has been a workable solution for us,” says Sales Manager Toni Lomakka from Technion.

Technion has customers on almost every continent, so quick accessibility and responsiveness are priorities. Effective communication and keeping in touch are one of the cornerstones of the collaboration. It is important to get to know the client well so that communication in both directions flows naturally. In such cases, meetings usually proceed in a relaxed manner and the parties can freely present their ideas.

Video production as a tool to streamline productization

One of our most interesting joint projects has been the guide and feature demonstration videos that present Technion’s xCrane product family. xCrane is an electronic control system for forest cranes. The videos showcase the features and customer benefits of the Basic xCrane, xCrane PLUS and xCrane PRO systems. For the videos we used Technion’s portable xCrane system, which works with Farming Simulator. In addition to simulator footage, the videos include still images of the xCrane display and system, as well as animations to make the videos easier to follow. Mathias, who was responsible for the videos, describes the project as follows:

“The project was extremely interesting. The challenge was to internalize the terminology related to the field and the operational logic of the machines and the system. I would describe the videos as vivid manuals that give the customer an authentic picture of how the control system settings affect the crane’s operation. Guide videos can conveniently instruct users despite distance and improve customers’ user experiences.”