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If you’re a vendor of big ticket technology services, hardware or facilities, getting your marketing video message right isn’t always straightforward as you might think.

Yet getting the message right is critical to your future growth.

For big ticket technology companies this means using video to help convince IT teams and buyers in fairly large clients.

Which suggests you’ll probably want to use the same marketing video for face-to-face presentations – and on your web site.

So the video has to do two jobs; “web and face2face”

And it probably has to do this in an international marketplace.

Here are our 9 tips to help ensure your next B2B technology video really works, and does a outstanding job outlining your sophisticated scope & capability.

1 – Style and credibility

Great video style generates credibility automatically.

If the video looks and sounds great, the audience will automatically assume you’re a bigger company than you really are.

Bigging-up your company is important when trying to win fat contracts with major clients.

Whether you’re selling data centres, implementing ERP, or a retail POS network, they want to feel they’re doing business with a company of sufficient size and stature to eliminate risk.

In practice this means producing a video that makes an instant visual impact in the first few seconds, and then keeps on going – right through to the end.

This design-led style approach will deliver the credibility you’re looking for.

If your video is distinctly stylish, your Client Champions will feel more motivated to show your video to their IT colleagues involved in the Decision Chain to buy your products and services.

2 – Don’t try to emulate your powerpoint

Many high tech solution providers say they’d like a video that says something similar to what their existing Powerpoint presentation says.

Yet on examination, we see that many high tech company Powerpoint presentations share common faults, including:

> the presentation is bloated and too long (some might say “comprehensive”)

> there is too much boasting too soon, ie, too much “why our company is great”, plus a few supporting stats

> there’s too much technical nitty gritty

> there’s too little benefit that stands out clearly

> there’s not enough differentiation between your services and your competitors’ services.

The existing Powerpoint is a useful information source. But no more.

The video has to be conceptualised and scripted from the ground up.

3 – Keep it short

It’s a big challenge for many companies to reduce the fundamental message in their Powerpoint presentation down to around a 2 minute video.

Often the initial brief suggests a 4 minute video, in order to cover the large amount of content.

Yet this is often counter-productive.

It takes careful analysis and close collaboration over the video brief to arrive at something close to a more effective, punchier 2 minute formula.

Yet this is the challenge.

Another key reason for keeping it short is cost.

Shorter videos cost less.

Longer videos often compromise on style, because long-yet-stylish videos can be expensive.

So keep it short.

4 – Take the strategic view

The finer points of your high tech services solution should be left out of the video.

Little details (or even big details) are not so important in a marketing video.

It’s better to produce a broader strategic video message that excites clients and inspires them ask detailed questions, rather than to go into too much detail in the marketing video.

The Strategic Approach means showing how your solution solves their problems in a better way than they thought possible.

For example, showing how your solution integrates well into their existing setup.

For example, showing overall potential savings, or reduce cost-of-ownership.

For example, showing a graphic overview of your solution’s beneficial impact.

This strategic approach will win real interest, and generate excitement.

5 – Back up your claims

Since people are quite often disbelieving of claims, they need to see your claims backed-up with statistics and performance data.

This means you’ll need high quality animated graphics to illustrate your points.

For example, saying “70% reduction in service overhead” is okay.

But presenting your performance data as an attractively animated, television-style chart will vividly bring your message to life.

Your video will be more easily believed.

6 – Use graphics extensively

Graphics are crucial to high technology solution provider marketing videos.


Because with high tech solutions there is often very little to film.

An office full of java-drinking geniuses, or a server room full of server racks, might mean a lot, but it looks very little on film.

Graphics and animation overcome this lack of naturally compelling visuals by showing the concepts and principles graphically, dynamically – and with style.

Here’s an example of graphic-based marketing video for an Italian hi-tech company.

(insert Auriga)

Here are further examples of animation-led marketing videos


7 – Differentiate, differentiate, then differentiate

Nobody ever won prizes for me-too marketing.

Your company’s originality is what’s made it what it is today.

The same applies to your marketing video.

The clearest, fastest and most compelling way to demonstrate your originality is to differentiate.

As we say in the UK, put lots of “clear blue water” between you and your competitors.

This tends to work very well in video, ie, focussing on your strengths that the opposition don’t have.

Differentiation comes across as Thought Leadership.

Let this differentiation spearhead every point you need to make.

If a point can’t be differentiated from what your competitors also do, then perhaps it’s best not to even mention the point.

8 – Avoid speech making

We often hear high tech companies saying they’d like to include their directors or founder on video.

It’s a natural reaction as a company’s leaders are often the main drivers of the company.

This is fine, but it’s best done as succinct soundbites rather than a speech-style narrative.

So for instance, a director might make a leading statement, such as “we’ve enabled companies to shorten the process of getting from A to B”.

Now follow this with crisp voiceover narrative that naturally explains the Director’s leading statement.

9 – Foreign Languages

English is invariably the international language of high tech company videos.

But it’s always worth budgeting to produce local language variants.

For example a high tech company in Riyadh or Dammam may be doing most of their marketing in English.

But they also sit right on top of a large local Arab-speaking marketplace that extends from The Gulf to North Africa, and from Iraq to Somalia.

So it’s wise to produce your video in Arabic too.

Likewise, a European high tech solutions provider in Italy may initailly produce an English video.

But it’ll probably be profitable to produce local French & German language versions.

The rule is “when you’re buying, they speak your language – but when you’re selling you speak their language”

Quick Summary – 9 tips

1 – Great video style generates credibility

2 – Don’t just copy your Powerpoint

3 – Less is always more

4 – Take a strategic view

5 – Use performance data to back-up your claims

6 – Use graphics and animation

7 – Differentiate

8 – Avoid speeches

9 – Think multi-language

Follow the above and your high tech company will produce a great marketing video

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