Leigh Pauldon - SSBG

Tandem Studios has recently finished producing a series of videos for SSBG - Scalable Sustainable Business Growth. The business, based in Auckland and Christchurch, is run by Leigh Paulden, an “internationally certified business consultant”. He and his marketing team (Muritai Marketing) approached Tandem for a series of short videos for his website. Leigh was specifically looking for bite-sized videos as, according to his research, this content targeted his audience in the way they wanted to receive/consume content. Leigh identified to his marketing team, Eliza at Muritai, he wanted to increase his focus in helping Auckland business people. From this request, Eliza and her team then conducted some research to find out a bit more about Leigh’s goals and aims for the videos, “we wanted to better understand his brand positioning, his ideal client needs and develop a strong marketing strategy linked to his business objectives.” From the research, Eliza and her team concluded that Leigh’s ideal clients were impressed with his personalised, relevant and holistic approach to business problems. She says “his impeccable credentials had given them access to the best global business frameworks, laying the foundations for strong strategy. But more than this, it was his ability to translate these models into a relevant NZ context that made their work with him successful. And all this in his quiet and unassuming manner – removing ego from the room and bringing staff and management with him.” Our solution was to hold one interview with Leigh and ask him key questions where the answers were of interest to his identified target markets. We found a nice location in a boardroom so the environment and setting was familiar and comfortable with our target audience, then set up two cameras and lights. Our interviewer then conducted a 40 minute interview with Leigh covering questions from his background in business, his experience and expertise, issues facing business people in today’s environment, and solutions for the identified issues.