The digital signage sector exists for video, but the great majority of the marketing and promotion of products is still done with very traditional written sales sheets, graphics and still photos. It’s actually rare to come across a company that effectively uses video to promote and explain what it has to offer.
Logic might suggest that producing videos takes finding a crew and providing plenty of time to shoot and edit something. That might lead people to think video production is just too expensive.
Yes, a full-blown, well shot, well lit and professionally edited three to four minute piece can cost a bundle. But that’s not what’s needed in most cases.
Most people are now walking around with smartphones capable of shooting HD video. Most people also have point and shoot or DSLR cameras that also shoot high quality video. And most people have access to low-cost video edit software on their laptops, and these applications tend to have short and shallow learning curves.
Even a wobbly, poorly lit 30-second burst of video about a project can better explain a creative effort or complicated installation than a lengthy written narrative. If a picture is worth a 1,000 words, video can be worth 10,000 words.
How often have you tried to explain something, only to have the person listening suggest, “Why don’t we go and look at it?”
When it comes to digital signage marketing, resellers, integrators and operators could be making much better use of simple video (posted to YouTube or Vimeo or a wide range of other options) to showcase or explain what they have or what they’ve done.
It’s one thing to suggest a small form factor PC fits anywhere, installs easily and runs silent. It’s quite another to show a brief video of a unit being installed in behind a panel, and not making a peep as it starts working.
Telling customers software is very easy to use is an important assertion. Showing them, with a simple video or screencast, proves it.
Issuing a press release with lots of words and maybe a photo of a new installation with displays running all around a facility is a useful marketing and promotions effort. Providing a link to video – again even taken with a shaky hand-held phone camera – provides a glimpse into tyne content being used, the store dynamics and the reactions of viewers.
We make the effort to use video whenever possible, and the result is a YouTube channel that has more than 250 videos about products, services and customer projects. Some had production budgets. But many reflect our sales, marketing and technical staff getting a camera, thinking about what they wanted to say and show, and pressing “Record.”
We’re not expecting to rival “Charlie Bit My Finger” for views, but we are giving our resellers and end-user customers more, and on demand.
Video does not replace our more conventional marketing efforts like press releases and product photos. Video complements that material.
It’s now so easy to generate. So why do we see so few companies using video?