Product Videos As A Sales Clincher

The Guiding Power of Corporate Interviews
Rowan Pearce

Product videos are ubiquitous online and offline and are essential for condensing vital selling points of a product to potential or existing customers. But how do they differ depending on the marketing strategy? And how can they be used other than to spark initial interest at the start of the buyer’s journey?

Product Videos As A Sales Clincher

Since the early months of starting Bristol Video Company I have been involved in producing Product Videos for Vapormatt, the world’s leading wet blasting company. They produce machines that blast metal components, removing contaminated surfaces and increase their strength and durability.

Machines that up until then I didn’t know existed I now have a mid-level understanding of, and since have developed a close relationship with the company; working to improve their marketing and the saleability of their units. Amid the fun of avoiding (myself and the camera) intense jets of pink blast media, and deftly harnessing GoPros to internal pipes of what can be reasonably described as industrial dish washers.

We’ve produced around 10 videos for different units, complete with company branding, slick graphics and text overlay. These are presented in sales meetings and have been pivotal for clinching sales of very high value capital equipment – up to 2 million pounds in some cases.

Pitches and PowerPoints can only do so much. Presenting a video which can be paused and commented on, whilst offering a comprehensive summary of the machine can be the deal breaker for an on-the-fence customer.

Harness B2B Product Videos

By the nature of the company and the products it offers, the platforms or utility of the video would be completely different than for a consumer mass market product (which you may see as an in-stream ad on YouTube). These product videos will be shown to a comparatively tiny number of very targeted customers, who the company has already worked hard to ascertain and keep on their radar with ongoing marketing efforts like sales calls and mailing lists. Of course there are only a select number of companies who require these machines for their production lines, and who also meet a certain threshold for capital expenditure.

Targeting other businesses rather than the end user, particularly in manufacturing, requires a certain no nonsense, brass tacks approach. Unlike more outbound B2C video which rely heavily on quirky concepts, these should fulfil a technical need rather than an emotional one.

The visuality of these videos have consisted of shot footage but also 3D modelling of the unit, developed by our animation partners, to provide the viewer with a complete image of the product. This can then be moved around and zoomed into areas of particular focus. This provides the prospect with a sense of scale, to see how different elements of the unit can relate to one another. It also frees up the shoot, not having to rely on an immaculate background for wider shots – not easy in a busy work area.

We’ve also been able to batch shoot these with ‘Walkthrough Videos’ featuring a member of the sales and maintenance teams, walking around the unit providing a real time summary of a product and its features. These are much quicker to produce with lower production values and contain a lot of technical detail. This makes them well suited to further along the buyer’s journey, once customers are in the ‘consideration’ stage before making a purchase.

Product tutorials help sell products!

Tutorials can be incredibly effective at making sales. This can particularly be shown in B2C product marketing, with Insta clips showing how to quickly set up household gadgets, often in a quirky or amusing way. This is because ultimately the consumer doesn’t want to waste time or undue energy setting up or maintaining a product, irrespective of how useful it is.

For B2B capital equipment such as machinery, it’s in the company’s interest to maintain these products so that operations run smoothly. Clear product tutorial videos can show how employees operate and maintain these products so that they can function to maximise output for the company. Improving the efficiency of assembly lines can be an extremely worthwhile investment especially for large manufacturing companies implemented across many factories.

Tutorial videos which are well rehearsed by the presenter and cleanly edited, can be a quick way to show managers how usable and maintainable these products are – especially if they have to be operated by a low skilled workforce. Longer-form tutorial videos can also be used again after purchase to help train operators.

Bristol Video Company also provide regular Product Videos for Vetario intensive care units by Brinsea Products, used by veterinary professionals. These are presented in a studio in more of a telemarketing style.

Brinsea had tried mobile phone videos for product tutorials before, however these are not always easy to pull off especially to achieve a professional and on-brand look for the videos. Presenting the technical details without unnecessary waffle is also key. Being an upgrade from simple product manuals means that these video should be concise and accurate with technical language, and presented with an airtight delivery.

Put the Limelight on the Sales Team

Parachuting in a professional presenter may not always be apt, considering they don’t know the technical ins and outs or even much about the business. To avoid coming across as disingenuous, the key is to get sales people on board as presenters who know the product or service inside out and who also tend to be confident speakers. To get this right, we helped coach Vetario saleswoman Holly with presentation and content creation workshops before the shoot, and personalised feedback during, to make sure she presented confidently, accurately and on-brand. With these skills she can follow it on with future videos and become the face of Vetario.

We at Bristol Video Company have learnt an incredible amount about video marketing and how product videos really drive revenue. We’ve also established such close relationships with clients that we’ve seen the whole cycle from product development through to final sale, and how videos play a key part of this.