Chalk Talks: Crushing Your Next Product Launch with Video

Chalk Talks: Crushing Your Next Product Launch with Video

Not only do you need to educate your internal team on the product launch, but you also need to create killer sales tools and make sure that you’re driving a ton of excitement in the space so that when your product does launch, you’re driving rapid adoption with new and even existing customers. This is about what the product does for your customer more so than actually what the product does itself. The explainer video is a two, maybe two and a half minute long video that is really high level, and it talks about what your product does from a value point of view. Now the demo video can be longer than the explainer video. With the demo video, let’s still try to keep things high level, but use actual footage for your product. And the final piece of video content that you’re probably going to need is the whiteboard video or the chalkboard video, like the one you’re watching. Again, video is a really great way to communicate this information and if you’re using a tool like Vidyard for example, you can actually see if that sales rep or if that marketing person actually watched that video, and you can follow up as needed. How do you use video in this launch? These are personalized in the sense that more like these internal education videos, it would be someone, it would be the sales rep, for example, with a talking head talking to that customer and specifically talking to them about how your new product can address some of their concerns, and it really lends itself back to some of those values. This is what it’s all about when using video for product launches.

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Launching a new product can be a challenge. Not only do you need to educate your internal team on the product launch, but you also need to create killer sales tools and make sure that you’re driving a ton of excitement in the space so that when your product does launch, you’re driving rapid adoption with new and even existing customers.

I’m Jesse Ariss, and in this Chalk Talk, I’m going to talk to you about how you can use video to create a killer launch!

So now if you’ve ever been involved with a product launch at all, you’re probably familiar with some of the key challenges. As a product marketer, I’m always concerned about how can we communicate the value of our product? This is about what the product does for your customer more so than actually what the product does itself. Video’s a great way to do this. As well, there are so many stakeholders involved with a new product launch. Video is a great way to keep everybody informed throughout the entire process. And then finally, what good is a product launch without some incredible testimonials from some of your customers? I’ll talk to you in a moment about why I believe video is the ultimate medium for some of those case studies.

So let’s say you’ve decided to use video for your product launch. That’s a great start. I would say the next step is understanding what kind of video specifically you’re going to want to use!

Where to Start with Video

Let’s start with the explainer video. The explainer video is a two, maybe two and a half minute long video that is really high level, and it talks about what your product does from a value point of view.

So let’s use the explainer video to say “Here’s how I can help the problems that you’re having.” Let’s not get too much into the actual weeds of what the product looks like or some of the specific functionality. This is really high level stuff. We’re going to save the actual functionality for the second piece, which is the demo video.

Now the demo video can be longer than the explainer video. We see successful demo videos at around four, maybe five minutes, because you know if a customer’s watching a demo video, then they’re a lot more involved and interested at your product at this point. With the demo video, let’s still try to keep things high level, but use actual footage for your product. Try not to use illustrations or conceptual imagery because if people are watching a demo, they want to see what this product actually looks like.

I wouldn’t go too deep on a specific industry or set of features. You’ve got a great sales team behind you and if a customer wants to learn more, they’ll be more than happy to give that customer an in-depth demo.

Putting a Friendly Face on Camera

The next video that you’re definitely going to need for your product launch arsenal is the testimonial video. This is a video of a customer who’s used your product, talking about some of the values that product has brought to them. One thing I would emphasize with the testimonial video is don’t get too hung up on production quality. As a matter of fact, some of the best testimonial videos that we use and that we have…

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