Q: We are a large gift and card company with worldwide brands.
We are looking to produce a corporate DVD which would be used to demonstrate to our Far Eastern manufacturers what happens once the stock they have made arrives in the UK.
We would also like to use this DVD to present to our partner retailers and new customers.
We are a fun, creative and very dynamic company and we wish this to be represented in the DVD.
Our company is made up of two very important components, People and Product and we pride ourselves with that fact.
The message we want to get across is simple. Our quality brands which are loved by our loyal consumers globally.
We have a wealth of experience consisting of specialist teams in product development, art/design, reprographics, marketing and sales. Not forgetting the 2000 strong workforce in the Far East who manufacturer our superb products.
Here is an idea of the subjects we would like covered in this 3 to 5 minute DVD:
Scale of our company
Our worldwide workforce
Our distribution centre
Our processes – from receipt of goods at port, arrival of products to our warehouses, pick & pack operation through to delivery in store.
Our distribution capabilities
Presence of our Brand on the high street
Consumers purchasing our Brands
What are your thoughts on this. Is February 09 completion realistic?
Greeting Card Manufacturer
South East England
A: You’re very clear that you’re looking for a corporate DVD but, notwithstanding, you may find a high end multimedia sales presentation with video a better option.
A high end multimedia?
Before you point out I’ve completely misread your brief, can we take a look at the possibility together?
Videos don’t win deals. They’re designed to offer high class sales support to sales people who win deals.
On the other hand, multimedia sales presentations do win deals. Either on their own or with a sales person. That’s their whole purpose.
They help sales people win more deals because they’re designed from the bottom up to deliver the messages required to win customers at every possible touch point, in every possible route to market.
A customer touch point can be in a:
major account presentation
a manufacturer who needs reassurance
or a prospect champion influencing colleagues in your favour.
In fact anywhere there is a customer, a multimedia can reach them, with or without a salesperson.
By contrast, a video is more a documentary about what you do and how well you do it – your scope & capability on a moving canvas.
This is nice. But it’s not the same thing as a deal-winning multimedia. Not at all.
So you have to take into account the types of buyer you meet.
Regular buyers will enjoy watching a video with you, and appreciate you for it.
But new buyers want to get down to business, and may have little time to spare.
Video is very much a one-size-fits-all.
Multimedia sales presentations are very flexible.
A multimedia could be adapted to reflect the type of retailer or buyer you’re talking to, by showing a presentation customised to their needs.
Using a multimedia is also an opportunity to replace your powerpoints (which represent the bottom end of the presentation market).
In this way you could develop a high end structured presentation that was absolutely best-in-its-class. A world beater!
You can also include video clips in your multimedia (inc testimonials). It’s easily done. Multimedia makes a good video wrapper.
Multimedia lets you mix stills, video, graphics, text and animation in highly creative and eye-catching ways.
Also consider that multimedia will probably show off your design flair better than video (greater clarity, added animation, stop-and-study on demand)
It’s rarely written into any spec, but credibility is usually at the top of everyone’s list, and is implicit in your description of what you need a DVD to do, ie, give credibility to your company by portraying you in the best possible light. Fair enough.
A multimedia sales presentation can look as sexy and stylish as a video, though obviously in a different way.
Multimedia is more graphic, and more business deal focussed. It gets to the point of what you deliver and matches that to what customers want.
Video is completely moving-picture focussed. It tells a story, often an attractive one that makes you look more desirable to buyers.
So a big question to ask is:
Are we into telling great stories to help convince buyers – or – are we in the business of winning deals?
This is obviously a loaded question, and it’s made deliberately to illustrate the point.
I’ve personally produced hundreds of videos, go to the movies all the time, watch DVDs all the time. In fact, I love moving images.
But I know my marketing clients need to help their sales force win deals by developing effective tools.
Which is why I’m as keen on multimedia video as I am on DVD. Sometimes more so.
Going back to the original (slightly loaded) question:
Are we looking at a case of “wants a corporate DVD but needs a multimedia sales presentation?” – please decide.