In April, 2009, I gave a half day seminar before the Greater Wisconsin Chapter of the Media Communications Associates, International. I spent the fourth hour describing how video is being used by organizations to market their products and services. This series of articles captures details the information discussed during that last hour.
By way of background, I got my start in the high tech industry marketing a range of products, including PC Fax boards (long live the JT Fax), modems, restaurant computer management systems, risk management software and still and video compression products, which is how I became familiar with the technologies that would become streaming video. Since then, product marketing has always been an interest, both practiced personally for products like the DVDs and books that I sell, and by observing the companies that approached me as a journalist.
To study up for the presentation in Wisconsin, I dusted off some old books and articles that I favored, searched the web for research and analysis on using streaming video for marketing, and most importantly watched about 50 marketing videos from companies like Apple, Cisco, Microsoft, HP, Christie, Winmate and many others. Obviously, a few days of relatively casual research falls far short of an encyclopedic-like study on the subject. Still, it’s long enough to acquire some useful bits of knowledge, as I hope you’ll agree.
Here’s an overview of the materials discussed
- How video is used for marketing
- Success stories
- Anatomy of a successful web video
- Common mistakes to avoid
- Marketing ideas for video producers