Video Marketing

The Power of the Visual. Within the B2B manufacturing industry

In a market where technical products are often perceived as monotonous or self-evident, visualization is the key to differentiation. Especially within the segment of building materials and EPDM solutions — products that, for many clients, designers, and decision-makers, fall outside their daily decision-making unit (DMU) — the difference lies in how you make visible what others overlook.

By translating projects, applications, and installation processes into compelling visuals, you not only bring technology to life but also create understanding and experience.
Visualization makes complexity tangible and reveals how ease of installation, performance, and sustainability come together within the building envelope. A powerful visual presentation — from a high-end render to an on-site video — transforms a product into a proven solution with architectural value.

Video and project marketing go far beyond presentation — they build commitment and credibility. They position the manufacturer as a knowledge-driven authority, turn abstract product attributes into concrete advantages, and accelerate decision-making among architects, contractors, and clients.

Because what people see, they understand — and what they understand, they trust.

As a Senior Marketing Manager, I’m convinced that visual content and video are not merely supportive tools, but strategic assets.
They reinforce mental availability — the moment a brand comes top-of-mind — and they strengthen technical authority.

Across Europe, numerous flagship projects have become visual ambassadors of this principle: references that not only emphasize the quality of EPDM, but also inspire trust among new decision-makers in the purchasing process.

Visualizing our activities is therefore not an aesthetic choice, but a strategic one: it builds brand equity, enhances market accessibility, and strengthens differentiation in a highly competitive European market.

The videos below represent only a small selection of examples. For a complete overview, I invite you to visit our YouTube channels: Projecten van Boven, Structaseal, and HERTALAN® EPDM Roofing Systems. Additional videos are also featured across the various brand websites.

Roof installation video

Demonstrating the installation of EPDM roofing — simple, efficient, and entirely flame-free.
The footage clearly shows how clean, safe, and controlled the process is — from preparation and adhesion to the precise finishing of details.

Project videos- sustainability

These videos highlight how design, material selection, and execution come together in future-proof solutions.
Each project serves as tangible proof of circularity in practice, emphasizing both the technical and sustainable added value of our building envelope systems.

Leading architecture

In these landmark architectural projects, the material proves its strength: maximum design freedom, long-term performance, and reliable watertightness in every situation.
Such references reinforce the brand authority of EPDM within the modern building envelope.

Voice of the Customer

In a market dominated by technical performance, true value becomes visible when the customer speaks.
The Voice of the Customer is, for me, an essential part of credible brand communication.

Project overview Rotterdam

A visual overview of several landmark projects in the Rotterdam region.

Voice of the Customer

Detail application video
Details are decisive in waterproofing — hence the focus on individual tutorial videos that highlight precision workmanship.

Leading architecture

Sustainable Swimming Ponds
Showcasing the versatility and natural integration of EPDM systems in sustainable landscape and water design.

Leading architecture

Installation Video – Gutter Renovation

Project videos- sustainability