Interest and Consideration
Once people are aware of what it is you do and what you can provide to them, their interest needs to be captured and they need to consider whether what you offer is of benefit. This needs to be a clear value proposition where the potential customer must be able to see that what you will provide could fulfill their needs and be of benefit to them.
Video Marketing and Product Demonstration
One of the most powerful ways where a product or service’s value can be shown is in a tangible demonstration. As old as the vacuum cleaner salesman, by showing rather than telling, a potential customer is more likely to easily understand the benefits and see the value to them of what you offer.
1. Look for opportunities to create a product demonstration video
There are actually two general ways to create a product demonstration video. The first is to plan out the entire video, illustrating the benefits point by point and create a storyboard of your demonstration. This can then be quickly and easily shot, edited and posted online or burnt to DVD. To make this as cost effective as possible, plan to do more than one product demonstration in a single day.
The second way to create a product demonstration video is to film a physical demonstration. This is probably best done at a large event with guests in attendance so as not to isolate a particular person. The advantages of this method is that it combines the planning of the presentation, the strength of the presenter and audience engagement with a strong personality and people presence. The downside is that it might not be as smooth as the storyboarded video.
2. Ensure there is a way to leave questions, comments or feedback
One of the advantages of a physical demonstration is that questions can be asked and answered. Without this feedback cycle the power of the product demonstration is lessened. With contact forms, blog comments and social media there is no excuse to avoid this very important aspect of the demonstration. A really powerful way of answering would be by adding a video response answering the specific question, the first step in building a video FAQ library
3. Use analytics to improve the demonstration
By tracking where there are peaks and troughs of interest in the viewing figures it is possible to improve sections of the product demonstration video.
4. Break down the video
A full demonstration can be time consuming for the viewer. Consider breaking down the video into component sections addressing 1 or 2 benefits at a time. These should ideally be no more than 6o seconds. Label them clearly and allow the potential customer to watch what they specifically want to watch.