CHANNEL INSIGHT Online video puts channe
The emergence of online video as a commercial tool may be a relatively new phenomenon but perhaps long overdue. Here, we provide some insights into the potential uses and benefits of video in the business environment, and examine the implications for the channel.
M
ore than ever end users are referring to online videos to
educate themselves about the latest comms technologies, using resources such as Mitel TV which has seen huge growth since it was launched in 2009. “The availability of instant, informative content is a key driver for its popularity and, as a medium, video can be much more stimulating than written content,” said Duncan Miller, EMEA Marcoms Manager. “There’s no reason why resellers shouldn’t capitalise on video as an effective way of communicating with customers.”
Resellers using video as a sales tool have a competitive
advantage over those relying on older marketing techniques, according to Miller, but how video is used in the sales process is critical, he says. “For example, sitting your potential customer in front of a lengthy video mid- meeting is not a productive use of anyone’s time, but short, sharp videos can support a sales person in communicating complex concepts and keep the customer’s attention,” Miller noted. “Lengthier videos such as case studies can be an excellent follow-up sales tool. A convenient link to engaging content related to a specific industry, market sector and business challenge is much more appealing these days than a weighty brochure.”
Having video as an instantly available resource to clearly explain more complex proposals enables resellers to push the boundaries on the scale and scope of their proposals, believes Miller. “We also know from our own reseller feedback that consistent, professionally produced content from a strong branded partner can really support the sales team and give them extra confidence in their pitch.”
Market strategy
Online video is an important part of Mitel’s go-to-market strategy, and it is coming to the fore in its current Freedom campaign. “Mitel has created personalised videos for specific audiences and we have received positive feedback from resellers with a big rise in the number of requests since we enabled embedding in their own sites,” said Miller. “A number of resellers have told us they rely heavily on the Mitel TV resource as part of their sales process.”
To view Mitel’s videos in your digital edition of Comms Dealer magazine please go to:
http://www.comms-dealer.com/information/reader-services
Mitel is currently working on improving access to its video content by opening up the ability for authorised partners to download clips for offline use. The company is also rolling out Mitel TV
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Duncan Miller
A number of resellers rely heavily on the Mitel TV resource
across continental Europe. “While we recently made the Mitel TV website mobile device compatible, the next major step forward should be centred on the development of purpose built Mitel TV smartphone apps and desktop widgets,” added Miller.
When putting together video content, it is vital to place the intended audience at the centre of the process. “Mitel videos need to communicate with end users and be appropriate for our resellers to use effectively, so our priorities lie in covering topics that are most in-demand and then ensuring that they convey that information simply, in a stimulating way,” commented Miller. “Another key element is
to mix things up a little. Producing the same style of video content again and again is only going to turn the audience off. We’ve tried where possible to change tack on our video production. Combining animation and interview styles with voice over and product demonstrations means the content is stimulating and warrants the time spent watching it. On average, visitors stay on Mitel TV for over four minutes on each visit and this is testament to the variety of content we’re now posting on the site.”
Spitfire has also made a series of promotional videos to explain its services and provide introductory guides and training on some of its solutions. With increasing
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