Getting Your Product Video Produced Right! The First Time...

Launching a brand new product can an exciting yet nerve racking time for any company. The list of things that need to be considered and/or integrated into that product's marking campaign can be daunting. Many choose to use video as an integral part of their strategy. This is a wise decision, and not just because I own a video production company ; but because video can be incredibly effective at demonstrating features, highlights and functionality of your product in an incredibly engaging way that just can't be demonstrated via description text or still photos. On top of that, studies have shown that having a product video online can increase sales and decrease returned items and unhappy customers! 

According to Turnhere; Inc. “Consumers make informed purchases when they see a video. For the online shoe store Zappos, not only did purchases increase by 10% when a product included a video description, but returns for the product also decreased.”

Remember, with the advance of YouTube and online media, people now demand their information in a fast, engaging and easy to understand way. A product video can accomplish all three.

After deciding, that yes, you'd like to move forward with a video of your product, there are numerous factors to consider. Ask yourself these questions:

1. Is this a new or pre-existing product?

If your product is new, then you have a clean slate to work with. Now is a great opportunity to razzle and dazzle those potential consumers, but remember to grab their attention quickly and not overload them with too much information too soon, or else they'll get overwhelmed and move on. Keep it simple and tell them why they NEED not WANT your product. You can always have a second more detailed video produced for those customers looking to learn more. It's the old adage here, you don't get a second chance at a first impression.

If this is a pre-existing product, analyze why you just now decided to move forward with a video. Do you just need a marketing boost or has your product developed some misconceptions and/or general negativity that needs to be dispelled? Either way, make sure you listen to what your customers have been saying about your product, both good and bad, and use that as your base of direction in your video.

2. Who is your demographic?

This is one of the most important questions in any type of marketing that you do. You must know and understand who you are selling to before you can determine the style, pacing, look and feel of your video. You wouldn't want a video featuring heavy metal music and fast erratic cuts when trying to sell the serenity of a spa bath product to middle aged women, would you? Just because a video looks and sounds “cool” to you, does not mean that it will be effective. Know and study your products demographic and tailor your video to them and their interests in order to get the most effective response.

3. What are you trying to accomplish with this video?

This ties into the first question as well. You know you want a video for your product, but what do you want it do and/or accomplish? Do you need help with sales? Is your product hard to use and needs an instructional video to help ease customer frustration? Are you looking for a visual element to show at trade shows? Etc. These questions determine what style of product video is right for you, be it an infomercial or commercial, Product highlight video, making of video or even an instructional video.

4. What is your budget?

You get what you pay for... well most of the time at least. Product Video can cost anywhere from a few hundred dollars all the way into the six figures. Determine the level of quality you need and then go out and get bids from multiple video production companies. If one company is more expensive than another but their quality of work seems to be the same, don't be afraid to ask them directly what the benefit of going with them is in comparison to the money you could save. Be sure to give them as much information as possible in order to get an accurate quote. It's important not to short change yourself with a cheap but unprofessional video, it will end up costing you more in the long run and will short change the quality of your brand. At the same time, it's also important not to over do it if you don't need to by using the most expensive company. You'd be amazed at the how great a final product (video) you can get at a reasonable cost in this market, just by doing your homework. 

Make sure the company you choose has a strong portfolio, large or quality list of clients, and a couple of solid references. Give them a call so that you can get an initial feel of how you'll be treated. Also take into account how they represent themselves. How professional is their website? Read their social media pages. Think about it, if they can't market themselves, how can you expect them to be able to market you and your product. 

Okay, so you now you have a few things to think about, but lets break down one more thing that we had previously mentioned. What kind of Product Video is right for you and how can you optimize it's effectiveness?

TV Infomercial/Commercial:

A TV ad is a fantastic way to get your product out to the masses quickly, but be aware, air time can be very expensive, so make sure you appropriately budget and research the time that you do pay for before running up unnecessary costs.

The best infomercials are the ones that not only grab your attention but also present the product in such a way that the consumer feels they have to have it and can't live without it. Finding the right host personality can also turn into larger success for your product. 

My favorite infomercial example I like to use is actually one I operated camera on a few years back: Slap Chop ( presented by Vince of ShamWow fame. In my opinion, Vince and the Director put together a perfect formula to help drive success to an otherwise simple product. With an eccentric delivery and witty writing, the infomercial became popular overnight because it got people talking and laughing while still presenting the product in a positive “this will change your life” light. The spot's popularity was then taken to another level on the internet when people started doing spoofs and remixes of the original spot, giving the informercial extra legs for no additional cost. The thing to learn here: Make a spot that is unique, engaging and gets people talking!

Online Product Videos:

There are so many different possibilities when talking about product videos for the web, so I'm just going to briefly touch on them. 

Website videos have become an increasingly popular request among my clients. This is a great way to give potential buyers a chance to really understand your product. I often suggest to my clients and web designers to place their videos in a visible and easy to find place on their website. Typically right on the product page on the description. Putting a buy now option next to the video has shown to increase sales as well. 

You never want to hide your videos on a back page somewhere. You'd be surprised to find out how few people will even know it exists, effectively wasting all the money you spent to have the video produced in the first place...

Here is a website product video I did for a machine gun manufacturer, produced in conjunction with FFE Creative:

These videos can also be distributed to your company's YouTube and other social media channels. These viral online product videos are a fantastic and inexpensive way to market your product.

Trade Shows and In Store Demos

Trade Shows, In Store Demo Videos, and really any publicly displayed video generally use the same style and approach. Hundreds of people walk by these video displays in any given hour. You'll also be battling the fact that you typically can't use (or in some cases hear) audio in these atmospheres. Audio and Music typically drive the pacing excitement and information of the video, so this presents a new challenge. In turn, it becomes paramount to have dynamic visuals to grab people's attention as they walk by while using subtle graphic titles to help place additional emphasis on important information.

This is just a small sampling of the opportunities and directions to go with your product video. Be sure to sit down with your video production team to discuss these topics further before proceeding with your next video.. And remember... at the end of the day, your video represents both the company and the product's brand and reputation, so make sure you get it done right!

Tyler Bourns
Bourns Productions Inc.
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