How Krowne Uses Visme for Sales & Training, All In One Platform
IRISS, Inc. is a manufacturing company that specializes in electrical maintenance safety devices (EMSDs) for contractors in the electrical, medical and industrial industries. The company has been around for more than two decades and counting.
As a global leader in safety and reliability solutions, the company has around 100 employees worldwide, with operations across India, Saudi Arabia, the UK, Ireland, Qatar Free Zone and the US. Manufacturing takes place in Bradenton, Florida.
Lee Murray is the creative content manager, and he is responsible for creating interactive digital experiences, building an omni-channel content marketing ecosystem and product demos for current/prospective clients. Essentially the solo creative powerhouse.
IRISS helps companies inspect electrical cabinets safely. This is a process that’s typically risky and expensive.
As Lee explains, “To properly inspect an electrical cabinet using tools like infrared or ultrasound, you usually have to remove the panel or cover while it’s live. That means standing just inches away from potentially tens of thousands of volts. It’s dangerous, and accidents like electrocution or arc flash explosions happen more often than people realize.”
Arc flash, he notes, is a violent explosion that occurs when an electrical current meets air, and it burns hotter than the surface of the sun.
To solve this, IRISS developed Safe-Connect Thermochromic Solutions, an award-winning line of products designed to improve inspection safety. One of their key innovations is polymer-based infrared inspection windows, which can be installed directly on electrical cabinets. These windows let technicians perform infrared and ultrasound inspections without opening the panel, keeping them safe and eliminating the need to work on live equipment.
“It makes the entire process safer, cheaper and faster,” Lee says. “And no one else offers a solution that lets you do both visual and infrared inspections at the same time.”
Beyond their physical products, IRISS also offers a unique asset management platform built specifically for electrical inspection teams, a segment Lee points out is largely underserved by existing software solutions.
Lee discovered Visme while doing late-night research trying to find a content creation solution that would help him to create exciting and immersive experiences without needing to rely on or use code.
At first, Lee assumed Visme was just a presentation tool. As he explored more of its features and saw how it could support interactive and digital experiences, he soon realized it was exactly what he needed to bring his content ideas to life.
“The more I researched Visme, the more I saw its full capabilities, functionalities and the possibilities it opened up. Each time I said, ‘Wouldn’t it be cool if it did this?’ And then I found out it could actually do that. Each time I was surprised by the things it could do that I had never even thought of. It just made sense to choose Visme,” Lee shares.
For Lee, one of the most powerful aspects of Visme is its flexibility. “Visme is as modular as it can be,” he says. “You can build something down to a single screen and then move in any direction from there.”
That freedom to design without constraints has had a big impact on how his team works. “The fact that you can chop, change and adapt things however you want means you’re never locked into a rigid format.”
What stood out most was how accessible the platform felt, even without a design background.
Another feature that stood out was how smooth and reliable HTML embeds are within Visme. Lee regularly uses them to insert interactive calculators and quizzes, with zero lag or performance issues.
One capability he found especially powerful is the ability to embed projects within other projects. “It sounds simple, but most platforms make that process painful. With Visme, I can take all the different parts I’ve built and pull them together into one seamless experience without having to duplicate anything,” Lee says.
Lee didn’t go through any formal training when he started using Visme. He didn’t need to. What stood out to him immediately was how approachable and intuitive the platform felt. Lee credits the platform’s intuitive interface. “Visme’s UI is definitely built for a prosumer audience,” he explains.
Despite having studied design in college and working with creative tools for years, Lee admits many platforms still feel overly complex.
“Even after all that, I still find traditional design software frustrating. But with Visme, it’s different. It’s like PowerPoint, but stripped of the parts you don’t need and enhanced with so much more.”
That simplicity made it easy for him to jump in and create on his own. “If you’ve ever used PowerPoint or any kind of desktop publishing software, you can use Visme. It feels as easy as using social media.”
When Lee first started at IRISS, he had inherited legacy marketing materials and strategies. These included printed materials and in-person trade shows. But the team wanted to incorporate more digital marketing materials like video and virtual experiences to reach their wider audience.
“They told me that video was going to lead the charge. Video was going to be the boss,” Lee explains. “But there weren’t any assets. No video ads. Nothing to build on.”
Starting from scratch, Lee began exploring what other aspirational companies were doing—not necessarily competitors, but brands his team admired.
One example stood out: immersive digital experiences that let users click through and interact with content in real time from the comfort of their own computer. No travel, no meetings, just full enablement for the audience to learn and explore in a way that makes sense for them.
Coming from a non-engineering background, Lee had a fresh perspective on the electrical industry. His next job was to help others like himself and experts alike with accessible and interactive content that breaks down these complex product details while readily providing answers for what they need.
Lee sees interactive content as a more intuitive way to communicate IRISS’s product value.
“Decision-makers may not use the equipment themselves, but they still need to understand it before approving large purchases. When you can show them how it works, what it looks like installed, how it solves a real problem or even give them an interactive calculator made in Visme to estimate savings, it changes the game.”
When Lee started working on a project involving power stations, he quickly realized how much he didn’t know. “I remember thinking, I know nothing about power stations. I had no idea what the different parts were or what each solution actually did,” he shares.
To bridge that gap, he spoke with subject matter experts and asked targeted questions, not just for his own understanding but to uncover the kinds of insights potential buyers often look for.
He took those insights and went to work in Visme, bridging the gap between technical functionality and real-world customer needs.
He was able to create content that was authentically helpful. It was engaging, informative and provided reliable answers. He then used this content throughout the marketing funnel to support every customer interaction with the brand online.
By using Visme to create interactive calculators, clickable product demos, and video walkthroughs, Lee gave buyers a way to explore the product on their own terms. It built trust early in the journey and reduced friction across the funnel.
For IRISS, this meant more informed buyers, smoother sales conversations, and higher engagement across their website.
As a creative generalist, Lee is used to wearing many hats. This ranges from writing and design to interactive content. But before Visme, executing his ideas often meant waiting on others or navigating multiple tools.
By cutting out those extra steps, he’s been able to move faster and create more. “When you’re not dependent on other people for every piece of the process, things speed up. Visme has exponentially expanded what we’re able to produce.”
At the start of last year, Lee had a conversation that would completely shift how IRISS approached content. “Our CEO came to me directly and said he wanted to reduce our in-person trade show attendance,” Lee recalls. “Not just for cost reasons but because of the environmental impact.”
The numbers were staggering. Air travel for conferences accounted for an enormous share of carbon emissions, and trade show booths often created a shocking amount of waste.
Beyond sustainability, there was also the uncertainty of return. “You might attend a massive show with over 7,000 people,” Lee explains, “but only a handful are actually a fit for what you're offering. It’s a huge spend for a tiny window of opportunity.”
That conversation sparked a new directive: replace physical trade shows with fully virtual ones. Create cost-effective immersive, branded experiences built from the ground up with Visme instead.
Lee created interactive digital booths tailored for each event using Visme, all while working remotely. “We included an image that showcased our digital booth inside an event center, complete with our logo, clickable content, product information, white papers, industry-specific calculators, and visuals designed specifically for that audience,” Lee adds.
Attendees could explore at their own pace, spending 90 minutes in a virtual space packed with value instead of fluff, all without stepping on a plane or getting distracted by other happenings taking place at the event around them.
Visme gave Lee a smarter way to reach the right people. By creating tailored virtual booths for specific industries like utilities, data centers, and manufacturing, IRISS could speak directly to niche audiences without the noise of a crowded floor or the guesswork of foot traffic.
Visitors could explore content on their own time, engage with product demos, and access tools built specifically for their challenges.
And the impact is already clear: “Our first event had 300 people attend. It worked. It really worked,” Lee explains. “About half of them were good, solid people we had spoken to, and a percentage of them became leads, which is great.”
For Lee, it wasn’t just about reach. It was about relevance. Visme helped IRISS attract the right people, deliver the right message, and see results faster.
What started as a sustainability initiative turned into a content innovation engine, and Lee used Visme to make it possible.
While it’s still early to quantify results, Lee says the shift has already helped IRISS stand out. The team is now doubling down by expanding their use of Visme to create even more interactive content across upcoming campaigns.
Instead of a standard one-hour session where attendees tune in, hear a talk and maybe learn a thing or two, IRISS builds the experience around a specific industry.
Attendees get the live session, but they also walk away with a self-guided hub of supporting content. This includes but is not limited to: interactive graphics, calculators and targeted resources that deepen the value of the event.
“It’s not just a good webinar,” Lee explains. “It’s a full experience. And that helps us separate our messaging from everyone else out there.”
One of the standout examples Lee shared was a virtual booth designed for the utilities industry. Built in Visme and embedded directly on the website, it features an on-demand webinar, product pages, downloadable resources and interactive tools tailored to that audience.
“You can explore a map of a power station, click into key components like switchgear and see the challenges along with which of our products solve them,” Lee says.
There’s even a cost calculator that Lee built and embedded into Visme, helping visitors estimate potential labor savings based on real industry averages. “You plug in your hourly rate, and it shows you what you could save. It’s way more compelling than reading a paragraph of text.”
Hover states, embedded quizzes and animated walkthroughs bring the content to life—including one small detail Lee is especially proud of. “The animated dog at the bottom? That took me the longest, but it’s the thing everyone remembers.”
Beyond engagement and lead quality, the cost savings alone made the shift worth it. “The cost of an annual subscription to Visme is how much it costs us to fly out or send employees to one conference,” Lee points out.
Considering the added costs of attending a conference, including vendor fees, booth creation and sourcing, pricing, digital elements that help attract attendees, and sponsorship fees if you are listed as an official vendor, it is safe to say that using Visme for a virtual event offers significant cost savings compared to in-person attendance.
By replacing physical booth assets and printed materials with interactive, self-guided digital content, IRISS was able to cut unnecessary expenses while reaching a more targeted audience, all with a single platform.
Lee believes the work IRISS is doing with Visme is setting a new standard in the industry.
“None of our competitors are doing what we’re doing, not with the sustainability focus and certainly not with the concept of a full virtual experience,” he explains. “Some might run a webinar now and then, but no one is reimagining the entire conference experience in a way that avoids unnecessary waste and spending.”
Instead of relying on one-off sessions, IRISS built a digital showroom filled with interactive content. Visitors can explore product information, watch software demos and view upcoming event details, all in a single, self-guided experience.
One standout project focuses on data center reliability. IRISS contracted a professional illustrator to create a detailed visual environment and brought in a drone pilot to capture custom video.
“Once our CEO saw what was possible, we started investing more into it,” Lee says. “You can click on something like a transformer and instantly see how it works and how our products help.”
It is not just a presentation. It is a fully immersive experience that reinforces the brand and creates real engagement. For Lee, Visme provided a clear way for IRISS to separate itself from the pack.
When asked about his favorite Visme features, Lee didn’t hesitate. “The fact that changes go live instantly is a game changer,” he explains. “You don’t have to save, publish and reload a live site every time. You just make your change, hit refresh and it’s done.”
He also loves the control Visme gives over video backgrounds. Whether he wants them to loop endlessly or trigger a specific interaction after playing, it’s all fully customizable. “One of my favorite builds is a window that spins open when clicked, then reveals a series of animated hover states. It looks complex, but it’s really just a few videos stitched together.”
But above all, Lee says it’s the customer support that makes the biggest difference. “There have been so many nights where I’m working late and get stuck, and I jump into chat support. Nine times out of ten, it’s someone I recognize like Ray, and I know I’m in good hands.”
If your team is struggling to stand out with traditional webinars, flat PDFs or content that lacks engagement, you are not alone.
With Visme, you can build immersive digital experiences from one simple platform. Create interactive product demos, training hubs, virtual events and self-guided content tailored to your audience.
Access AI-powered tools, real-time collaboration, HTML embeds, content governance, professionally designed templates and so much more, all designed to make it easy to scale your content without starting from scratch.
Want to see what Visme could do for your team? Book a personalized demo and discover how to create content that connects, converts and delivers results.
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