Rob, given you're the expert in this field, I'm humbled by your question. In answering it, I'll leave the technical side to you and focus on the message. Here's three ideas:

1/ Film a series of voxpops whereby you film locals responding to a series of questions about the category in which you operate - This would be a " Hear what others have to say" series.

2/ Produce a series of 'How to' videos with the call to action being "To find out more contact ..."

3/ Run a referral competition where customers are incentivized for referring people via video... You could use something like Eyejot.com

There you go Colorado Mike. Cheers Tim.