CHANNEL INSIGHT el marketing in the frame
emphasis on the provision of network services and with so many new services available, Spitfire decided that the best way to quickly and efficiently explain the various aspects of its products and services was to create a series of short films in addition to traditional website copy.
Clear messages Topics cover a range of products from Ethernet and SIP Trunks to the installation of Spitfire’s hosted solution the SIP Communicator. Susie Ward, Spitfire’s HR and Marketing Director who oversaw the video production, commented: “Some of the business communications concepts that we need to explain to our customers are not easily conveyed through writing, so we decided to use the latest online video technology because a video explains more clearly the benefits of new services than a printed brochure ever could. Not only are the videos more informative they are more environmentally friendly than printed marketing collateral. We hope customers and
website visitors will be encouraged to take a peak.”
It is critical to deliver online video content in a way that meets the expectations of a growing number of end users who turn to video as a way to educate themselves about communication technologies. “Our main focus is on clarity of message coupled with professional production values,” said Ward. “People today are sophisticated when it comes to presentations of any sort. We use a professional video production company that knows the correct techniques to ensure the best delivery of messages. Our videos are storyboarded before the shoot to ensure that messaging is clear and concise. The video company also knows the best way to edit the video clips in post-production. Using professionals produces a professional result.”
Spitfire does not routinely use videos in sales presentations. Its sales staff are trained to explore customer needs in a dialogue and then present solutions that best meet
those needs. “It may be that a video will be the best way of explaining a particular solution, but we would never simply sit a customer down and start showing them video clips,” stated Ward. “Old fashioned human interaction has been the most effective sales technique since Eve offered the apple to Adam.”
Spitfire’s channel partners are welcome to use its video clips for their own marketing needs. “Most of our partners are from a data VAR background and the videos provide an easy way to explain voice concepts and to provide training for their customers,” added Ward. “Seeing a service explained in a professional and structured manner reassures their customers about our credibility as a supplier. They understand that Spitfire is competent and well resourced.”
Tri-Line is also blazing a trail in the commercial use of online videos. They provide everything from quick product overviews through to detailed installation
To view Spitfire’s videos in your digital edition of Comms Dealer magazine please go to:
http://www.comms-dealer.com/information/reader-services
and training videos. “Video allows us to take a leadership role, guaranteeing prospects and clients an unadulterated, consistent brand experience, without burdening the reseller with the chore of having to articulate exactly how our software actually works,” commented Kay Tobin, Commercial Director, Tri-Line.
While traditional advertising is generally geared towards brand awareness, video is much more about brand engagement, points out Tobin. The video message should, she agrees, be geared
toward the end user while empowering the reseller to promote the product more effectively. “Video can convey messages quickly without ambiguity, and because video offers both audio and visual effects prospects can get your point much faster,” she added. “With the growing adoption of smart phones, a revitalized tablet market and ubiquitous web access, anyone can now access video.”
The first obvious
consideration with video is to ensure that
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COMMS DEALER JUNE 2011 51
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