Welcome to the Crunch Time Media blog, where we explore themes and answer questions we hear from current or prospective clients. Today’s theme: “Where and how do product videos fit in the sales funnel?”
PRODUCT DEMOS VIDEOS
Good for: helping buyers justify their decision to purchase, email follow up, lead generation, building brand awareness, and addressing the end of the funnel with your video collection.
The approach to producing content that features products differs between B2B and B2C, but the principles are the same. The objective of marketers in both spaces is to engage potential customers through stories. Product videos in B2B are necessary at specific points along the funnel – typically toward the middle to end of the customer journey, as there is often a longer and more complicated sales process. B2C content tends to appeal to consumers on an emotional level- where as B2B is about appealing to the interests of the entire organisation. In B2B, the most popular approach is to highlights a product’s features, purchasing decisions tend to be grounded in reason. Product demo videos should help to justify a potential purchase.
The Lego Movie: Branded Content/ Product Placement
Good B2C content marketing aims to entertain. What LEGO did with The LEGO Movie may qualify as one of the greatest pieces of branded content of all time. According to a study by IPG Media Lab, consumers exposed to branded content were 28 percent more likely to have a positive impression of the brand. According to research undertaken by Brand Finance, Lego has over taken Ferrari as the worlds most popular brand. A lot of that has been down to the success of The Lego Movie but also Lego’s approach to merchandising, licencing and franchising.
The multimedia juggernaut has acquired major licenses like Star Wars, Harry Potter, The Lord Of The Rings, and both DC and Marvel’s superhero universes. They’ve also released video games and TV shows. The brand reached a new cultural milestone with the release of The Lego Movie, a commercial and critical success. While the film is entertaining, it’s objective is clear: to sell as many Lego bricks as possible. The Lego Movie is 100 minutes of pure product placement but due to the wit and ingenuity of the co-writers and directors, is able to pull it off.
This film does incredible work highlighting the sheer diversity of the Lego brand, including a large number of licensed characters in an effort to maximize its appeal.
Go Pro: User Generated Content
Showing your products in your videos also presents an opportunity to create an enthusiastic community around your brand, if the content has been user generated. For example – GoPro isn’t a camera company; it’s a platform for its customers’ self-expression of their digital lifestyles. Go Pro gave out free cameras to over 350 top athletes, adventure, sport and travel enthusiasts – a strategy that has been wildly popular and effective, having received over 50 million views. This continues to yield a continuous steam of impressive, aspirational videos. GoPro buys the rights to their favourite videos with unique and inspiring content, polishes them, then posts them to its own channels for additional distribution. By doing so, GoPro is inspiring others to believe that they, too, can “be the hero” by using a GoPro camera to record their experiences.
The Washington Post created a video that showcases 16 incredible moments captured with GoPro technology.
Go Pro has evolved from being just about cameras to being a media platform for people around the world to watch and enjoy.
GoPro is one the best brands at user-generated content(UGC), with up to 6.000 videos uploaded to YouTube every day. The videos communicate Go Pro’s unparalleled quality and unique ability to film in situations other cameras wouldn’t be able to. Here’s one of our favourite/ their most recent examples:
Dollar Shave Club: Our Blades are Great
The launch video for Dollar Shave Club is one many of us will have seen before. The video went viral within hours and was produced on a budget of around $4,500. Since its launch in March 2012, it’s received over 21 million views. Off the back of that success– they achieved $4 million in revenue in 2012, $19 million in 2013. And then $65 million in 2014. They’re now on target to hit $100-million turn over in 2015. If you haven’t seen it, you can do so here.
Michael Dubin, founder of Dollar Shave Club studied improvisational comedy prior to launching the business, which helped him write the script and come up with the creative concept. The video went so viral quickly not only because it was funny, but beause it hightlight a problem many men can relate too – over priced razors, and a how frustrating the experience buying them can be. The video had a real purpose and a story behind it. If you want your video to resonate, it should be about more than just the product. It should be about the problem, the solution, the experience, and the larger vision of what you’re trying to build.
We thought we’d share their follow up video which wan’t so popular, but still raises a smile thanks to its clever script. It’s unlikely it would of been as popular had it not been for the inaugural Dollar Shave Club launch.
Successful examples of B2B product demos
A walkthrough of your audience’s actual tasks can be pretty effective as a demo. In this example, Box.com walks us through how a marketer can use Box to make their job easier. This video is not about Box.com directly – but instead, the everyday problems this company can solve.
‘The Epic Split’ – Best Ever B2B Viral Video?
Jean Claude Van Damme appearance in Volvo’s live test series went viral quickly, having achieved over 80 million views since it launched in November 2013. Read the case study & see the video in another of our recent blog posts here. The ad blurs the line between what’s historically been considered an ad, and short YouTube video. Remarkably, the video was shared 1.9 million times during the first week. It’s one of our all-time favourite ads because it’s clever, funny, and buzzworthy, while achieving its objective – demonstrating the incredible precision of driving Volvo trucks.
Ensure you have demos/ original content ready for the end of the funnel, or that which could be used in follow up emails to leads who want to see the product in action.