When presenting your product online, there are two things that are absolutely necessary: a written description and at least one image. While this suffices for many products, such as the pen holder on your desk, your new line of motion-sensing light bulbs would benefit from something more – a video demonstration. After all, how does a photograph show the light responding to someone walking into a room? How does a product image demonstrate the ease of installation? Video can show the value proposition of your product in ways that still images can’t.
As with photos, there are many decisions to make in how to present your product. But as a more dynamic presentation vehicle, video gives you more ways to communicate with your audience. So, where to begin?
Let’s go out on a limb and say that the top two goals of a product video are to inform and influence the consumer. A no-brainer, right? Let’s go a step further and say that these goals are going to be influenced by two primary factors: budget and brand identity. You’re not going to put more into it than you expect to get out, right? And it must fit in with your marketing strategy, otherwise you’re going to confuse, and possibly alienate, your customers.
Of course, as the smart marketing professional that you are, you already know this. What you DON’T feel comfortable with is how this all translates into video production. Over the next few weeks this series on business video pre-production will explain the relationship between informing your audience and the financial impact of your decisions. We will look at choices such as equipment selection, locations and sets, professional talent vs. your SME (Subject Matter Expert), audio considerations, graphics and animations, and more. The goal is to prepare you for your first meeting with a video producer so that you are already aware – even ready – for the choices which will follow.
