Gaining competitive edge with Web Video

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Gaining competitive edge with Web Video
Versatile video presentations from 2.5k 10k
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Introductions

• David Power of Contrast Design
• Barry Bourke of Studioverse
• Paul Tansey of Intergage

The Intergage Mission Statement "Committed to
bringing the small and medium sized business new
horizons in terms of what is possible with their
web site at an affordable price"
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Agenda

• Why are we here?
• Why use video over the web?
• 4 Levels of Web Video
• Business Focused Case Studies
• Making a movie Whats involved?
• Top Tips for the DIY Video Project (QA)
• The costs involved and how to keep them as low
  as possible
• Questions Answers
• Total time 120 minutes (finish by 11.45 latest)

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Im here to find out

• About practical tips for creating a Web video
• If Web video is more than a gimmick
• Ideas for using Web video
• How much web video costs
• The technical limitations of Web video
• The future of Web video
• (or) I fancied the idea of sitting around
  watching videos all morning and calling it Work
• Anything else?

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Why Use Web video?

• Instant, on-demand technology
• Enabled by Broadband
• Its easy and interesting to watch
• Its a high bandwidth communication medium
• Its Interactive
• It adds a Wow! factor and credibility to your
  website
• Little or no distribution or admin overhead

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The Business Case for Web video

• Improve conversion rates on-line and off-line
• Compress the sales cycle
• Lower the cost of delivering your message
• Deliver your message more consistently
• Deliver your message better
• Deliver your message to more people, more
  quickly
• Involve your customers in selling to your next
  customer
• Later well look at 4 different types of
  business and specific cost justification / ROI
  arguments

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Direct Sales Distribution Businesses

• Opening the door (First impressions)
• Qualifying a prospect (self qualification)
• Reducing the Sales Cycle Costs
• Reaching the hard to get decision maker (selling
  via influencers)
• Hot Product Marketing
• Standardising demonstrations, terminology and
  delivery throughout the team and even your
  channel
• Updateable control panels mean facts and figures
  graphs can be updated

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Technical Sales Businesses

• How much of the sales job is education?
• How much does this cost?
• New technology is exciting but difficult to sell
  particularly early on
• Long lead times
• The simple benefits sometimes get forgotten in
  the technical explanation
• Demonstrate you understand the problems deeply
• Dont focus on features unless the audience is
  technical!

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Service Businesses

• Intangible proposition or promise
• Differentiation is key
• Case studies and testimonials count for more
  than our words
• Segment the audience and provide relevant case
  studies
• Stress financial results
• Selling the journey go way beyond the sale

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Sub-Contract Manufacturing Businesses

• Huge investment in plant, skills and systems
• Guided tours often play a big part in the sales
  process
• Demonstrate capabilities and specialisations
• Build Credibility/ Differentiate

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Four Levels of Video Presentation

• Level 1 - Home Made or You Tube Videos
• Level 2 - Professional Linear Videos
• Level 3 - Professional Interactive Videos
• Level 4 Rich Interactive Media The Next
  Generation

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Level 1
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Level 2
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Level 3
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Level 4
Over to Barry
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Case Study 1
Why did Sunday Solutions need a Web video?

• Business Issues
• Dry subject matter
• Based in the South customers all over the UK
  using field sales people proved expensive
• Need to educate in order to sell rumour and
  misinformation rife in the market
• Busy contractors unable to talk during the day
• Long internal training process to bring sales
  staff up to speed

• Solution
• Use video to deliver the core sales message with
  authority
• Interactive video enabled Contractors to help
  themselves to relevant information
• Message delivered at a time to suit via an
  e-mail link to a hidden Web page
• De-skilling the sales job meant Telesales people
  could easily be perceived as Tax Advisors

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Script Consultancy by Paul Tansey. All other
work by David Power.
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Case Study 2
Why Did Aquapure (BW Technologies) Need a Video?

• Business Issues
• Low value product
• See it to believe it product
• Small company
• World wide customer base
• Would also like to sell direct initially
• MD is best salesman

• Solution
• Reduce the cost of delivering sales
  presentations
• Qualify international appointments better
• Can the presentation and enhance it
• Make it available via the web and CD
• Build in hyperlink to e-commerce website

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Script Consultancy by Peter Clapperton. All
other work by David Power.
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(No Transcript)
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Case Study 3
Why Did Target Tracker (Essex County Council)
Need a Web video?

• Business Issues
• Selling to teachers small windows of
  availability/ difficult to commit to a meeting
  and high meeting cancellation rates
• UK International markets (English schools)
• Educate to sell
• Travel costs of demonstrations very high (only 2
  sales people, big territory)

• Solution
• Web video allows teachers to see why they need a
  meeting at a time to suit them
• Testimonials from other teachers are the most
  persuasive tool available
• Teachers cancel less meetings if they are
  motivated!
• Used at exhibitions as a hand-out and on plasma
  screens
• Meetings now take place with highly qualified
  (even excited) prospects

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All work by David Power
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Case Study 3
Why Did Industrial Rubber Need a Video?

• Business Issues
• World Wide Customer Base
• Competition is largely Fred in a shed
• Guided tours usually a part of the sales process
• Wanted to illustrate capabilities and facilities
• Wow! factor for website

• Solution
• Create guided tour hosted by MD
• Illustrate the companys design expertise
• Illustrate the companys investment in machinery
  and equipment
• Illustrate scope of work undertaken
• Invite enquiries
• CD and Web versions supplied

NB This video is now 4 years old and is still
being used and held up as an example of How it
can be done.
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Case Study 4
Script by Muse, Consultancy by Peter Clapperton.
All other work by David Power.
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What Does Creating A Video Involve?

• Pre Production
• Video Shoot
• Post Production
• Delivery

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1. Pre-Production

• Defining Objectives
• Brainstorming
• Research
• Script-Writing
• Storyboard
• Planning Creating Shots List
• Casting/ Voice Over Artists

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2. The Video Shoot

• Shooting the video from the shots list
• Organise the appropriate equipment lighting
  and microphones etc
• Multiples of each shot if possible
• Green Screen where appropriate this will
  enable us to remove the background later and
  overlay the actor on top of video or graphic
  backgrounds
• Outside shots are risky here in the UK!

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3. Post Production

• Edit the video taking many hours down to just
  a few minutes
• Import Video into Macromedias Flash software
• Sync Voiceover Recording
• Add Still Graphics
• Create /Add Animated Graphics
• Testing

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4. Delivery

• Throughout the entire process the video has been
  compressed in order to make the file sizes as
  small as possible in order to download as quickly
  as possible.
• This is Davids key skill and why Macromedia (now
  Adobe) the Microsoft of the web industry
  awarded the Industrial Rubber Video global
  recognition.
• Replication of CDs/DVDs
• Packaging of CDs/ DVDs
• Cover Design of CDS/ DVDs
• Physical Distribution

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Top Tips for the DIY Web Video Project

• Planning
• Shooting
• Capturing
• Edit
• Deliver

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Potential Costs
Based on a 5 minute marketing video
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What to do next
Prepare a brief A4 Page

• Why business objectives could a video help you
  achieve?
• Who is the video is for?
• What are the key messages you need to get
  across to the audience?
• What are the key issues for your customers?
• Roughly how long should it be/ what is your
  budget?
• Foreign language versions?
• When do you need it?
• What formats are required?
• How will you promote it?

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Thank You QA
See www.virtualsalespresentations.co.uk for
further demonstrations