Newsletter Home > June, 2008

• 8 Common Mistakes in the Development of Marketing Videos
• Industry News
• On The Other Hand - SMBs Emerge from the Shadow of Enterprise

A wide variety of companies are developing technologies aimed at making video into a useful marketing tool for companies of all sizes. But as is sometimes the case with new technologies, the capabilities often arrive before people know exactly what to do with them.

Marketing people may be generally adept at a lot of different things, but many who are called upon to produce corporate videos lack formal training, and often basic understanding of how video can be a useful tool. While it is not possible to relay all the tenets of a large industry, there are a few things that people should keep in mind in order to maximize the effectiveness of their efforts:

Failure to Be Visual
Keep in mind that video is not the best medium for every message. Video may be the absolute best option for trying to demonstrate processes, incorporate screenshots, or do other things that are highly visual. But it is not the best option for conveying details about particular products or strategies that lack of solid visual component. Indeed the first question that one should ask is not about how to tell the story, but how to show the story. Before beginning to use video, marketing departments should evaluate their options to incorporate visuals into their messages. A stock library of logos, screenshots, video footage, and similar tools should be maintained for use and reuse over time. Although it's not a good idea to use the same elements over and over again until it becomes noticeable to the viewer, keep in mind that most viewers will not necessarily realize that the images have been used before.

If incorporating images into the messages becomes truly problematic, then perhaps video is not the best outlet for this particular campaign. People, especially in western countries, have very high standards. Since video is so often used as a means of entertainment, viewers can easily become bored and punch out of the program, thereby losing the marketer's opportunity to get the message across.

Video also lacks the "skim" potential that text so easily provides. Many of us actually read very little in our professional lives. We're far more likely to skim through material until we decide that the document merits closer attention. This is a profound advantage held by text documents. Video obviously requires more bandwidth and generally takes time to load. But more importantly, it's a linear medium, whereas information through text runs at the line speed of the human eye. But the main time disadvantage comes from the fact that viewers cannot easily skim through videos without losing the sense of what they did not see by sliding the program further ahead.

Too Much Talking Head
This phenomenon is a throwback to old 1950s newscasts. It is also a primary refuge used with little success when the videos' producers are lacking the necessary images to get the job done. It basically entails watching someone deliver the information that could be more easily read as text by the viewer of the program. A variation on this theme involves two talking heads. Although this is a lot better than just one talking head, other visuals will still be necessary. It's not that you should never use talking head, but be careful that you don't use it too much, or else you will commit the capital offense of being boring.

Failure to Relax
This is kind of a tough one since in most cases we're dealing with people who are not professional TV personalities. But when selecting the person to work in front of the camera, one of the most important qualities is the ability to project a sense of being comfortable in the limelight. Looking good is nice, and is compatible with what people see on mainstream television, but if an otherwise attractive individual seems nervous and stilted, that will deflect the viewers information away from the primary message. Many times it is a good idea to have your on-air talent talking to an actual person, either next to the camera or far enough off camera where it becomes clear that the person is talking to an interviewer. There aren't many people who find it natural to look down the lens of a camera and speak to it as though the camera were their best friend. Looking good is nice, but looking comfortable is more important.

Absence of Content
"Hi, we're here with Fred, a long-time customer of XYZ Corporation. Fred, would you say our product is great, really great, or super-duper great?" Translation: Dear viewer, you can save some time valuable today by punching out of this video.

Some Video Pieces Come Amazingly Close to That Introduction! Yes, we all realize there's something you want to promote, but your viewers are wondering if you have something to communicate. Focus instead on what problems your product has solved, or any creative approaches to using your product that this particular customer has uncovered. It all comes down to the pre-interview. By delving more deeply into the off-camera discussion, you can figure out what angles you want to bring to the forefront on the video. Think like a newscaster while also realizing you have a certain image to project. But if you merely try to project image, the deck is most likely stacked against you.

Getting Too Cheesy
While it is often good to be able to inject a little bit of humor into a production, this can also be a somewhat dangerous approach. Much like speaking from the main stage, attempts at humor can often fall flat--especially if the person seems uncomfortable or lacks that timing that comedians work so hard to achieve. Sometimes it can be worth a try, especially if the comment is somewhat spontaneous. The good thing about video is that you can try again, unless you're trying to do a live broadcast.

Running Too Long
Here's a very common error. People often tend to forget that, in dealing with video, less is more. A five minute piece that conveys the entire message is far superior to a ten minute piece that does the same. And if that same information can be conveyed in two to three minutes, that's even better. In developing the content, it is very important to take a very honest approach to looking at what material needs to be included and what material needs to be excluded. In other words, a long production does not mean your people have done a better job.

Improper Selection of Location
Try to avoid shooting against a blank wall whenever possible. Some sort of backdrop, or at least a potted plant, can break up the visual monotony of an empty wall. But frequently, it's a good idea to take to the field. You'd be amazed at what visual opportunities can be available just outside your door. Cameras these days are lightweight and portable, so there's no reason to avoid going "on location." Choose a place that has even lighting, and does not have too many distractions or ambient noise.

Poor Production Qualities
Things like shaky camerawork, bad zooms, bad lighting, and muffled sound can make your production look really amateurish. Lighting and sound quality are somewhat easier to control. But skills at operating the camera are something that are generally developed over time. Nonetheless, you always want the shots to be dynamic. Avoid situations where you have a video version of a still photograph. If your team's camera skills are not quite what they should be, natural movement in the shot can be very useful. These include things like passing cars, water flow from fountains, and similar types of movement. Be careful of shooting passing people, because they're usually legal implications associated with having people in your videos who didn't intend to be there.

With ongoing practice, the development of useful videos will be easier and more efficient. But it clearly requires that you look at your marketing message and your content from a different point of view.

Industry News

Former Secure Computing Sales & Marketing SVP Joins Innovative Card Technologies

Innovative Card Technologies, Inc. has announced that Vincent M. Schiavo, former Senior Vice President, Worldwide Sales for Secure Computing, has joined the company as Senior Vice President, Global Sales.

Avaya's Former SVP of Global Alliances and Channel Development Moves to Jenne Distributors

May 20, 2008, Avon, Ohio. Jenne Distributors, of Avon, Ohio, has named David P. Johnson as its new president and chief executive officer.

3Com Names Global Supply Chain Executive

3Com Corp. announced the appointment of Tony Wang as the company's new Vice President, Worldwide Supply Chain.

On The Other Hand - SMBs Emerge from the Shadow of Enterprise

 By: Ken Presti

Not terribly long ago, SMB-level networking products were really nothing more than enterprise products with lower port densities and perhaps a partial lobotomy. After all, if it's good for Citibank or General Motors, it's got to be good for you, right? Not really. But it sounds good, if that's what you're selling.

These days you can't swing your arm without hitting somebody's SMB strategy. The products are now more customized than they once were, and the manufacturers are getting much more focused on the integrators and value-added resellers who serve this portion of the market. Much of the emphasis is on motivating them to be more solutions focused and to spend more time analyzing the business needs of the customers.

Didn't they have to do that before? Well, yes, they always have had to look to the needs of their customers. But as different technologies become more tightly integrated and applications become more vertically-focused, the process of identifying the right (pardon the buzz word) solution for the end customer becomes increasingly complex.

To best capitalize on this from an end user point of view, it's important to look at technology from two aspects. The first, and most obvious one, is from a management level. Here is where you compare existing technologies and prospective technologies with the major business objectives that you pursue combined with the budget realities of your company. This process is fairly self-explanatory.

The second aspect is sometimes more difficult to achieve, in that it requires top managers/owners of the company to at least privately acknowledge that they are not omniscient, god-like creatures. But it's clear that involving lower-level people involved in the tactical use of the technologies makes a big difference in securing success. Given their roles, they have a very unique perspective on what it takes to get their jobs done – oftentimes even more valid than that of the top level folks.

The next thing is to tolerate, or even welcome, a bit more nosiness from the integrators and VARs with whom you do business. In order for them to deliver a truly customized solution, it's more important than ever for them to understand how your business works and then determine how technology can augment those efforts. So expect them to be looking at things like your back-office practices, what types of information about your customers is most important, and so forth.

Be sure to ask the channel partner questions about services and support; most notably, what kind of arrangements they have with the manufacturer to give them support when they can't figure out the problem on their own. That's not the kind of subject they're likely to broach on their own initiative. When the selling process is under way, everybody likes to put their best foot forward. But the answers they give will provide a better understanding of the extent they're prepared when thing go really wrong.

With a bit of extra focus, and perhaps some extra dialogue, end customers will be the real beneficiaries of this trend favoring the SMB space. The world of technology offers this segment more value than ever before. And with that value comes competitive advantage.

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