Articulatecc’s Weblog

Then: Videos used to be very specific and often had limited usage for business applications like at sales meetings or for training purposes. In the dark ages, (pre-digital days), linear editing made repurposing costly videos for other venues expensive and difficult.

Now: Videos today can wear a “lot of hats” and should pull their weight as a marketing asset. A well-designed Web video should be produced to have a multitude of uses for a variety of venues. That means you may be able to spread out the investment by sharing it with other departments.  A single Web video for example, can educate customers online (web marketing), be repurposed onto a DVD for leave behinds or placed into a PPT presentation as a .wmv file (direct sales), used in conjunction with a quiz for sales training on the back end (HR), or even be restaged at a tradeshow as a standalone in-booth video or as speaker support for live presentations (event marketing).

Winners: The good news: digital editing now makes more cost-effective to create “fillet of video” for just about any purpose. The bad news: the bar is always being raised on what people expect to see in B2B marketing.  Consumer ads and movies with exceedingly high-end budgets make the creation of almost anything look easy. The truth is, it still takes an enormous amount of planning, content development, and experience to produce a video that is on-message, on-budget and on-time. Moreover, you video producer must possess both the creative design eye and the technical prowess to make something that not only looks good, but functions well in all venues. See the results of these companies who created superior multi-purpose videos.

http://www.articulatecc.com/index.cfm?fxn=caseStudy.view&cs=masstech&media=videoads

http://www.articulatecc.com/index.cfm?fxn=caseStudy.view&cs=sterlingSelling&media=productdemos

http://www.articulatecc.com/index.cfm?fxn=caseStudy.view&cs=harcourt&media=videoads

-brian vandenBroucke