CASE STUDY Video goes mainstream
Watching BBC iPlayer and video streaming via Youtube has become the norm for many people, and there’s no good reason why they should not expect similar media to be used in the business environment, according to Daniel Roche, Head of PR at Azzurri.
Daniel Roche
plays a key role in Azzurri’s go-to-market strategy. The company has a dedicated video platform so videos can be edited in a number of different ways, enabling Azzurri to send individual hyperlinks with different films to named individuals. The platform also integrates with Azzurri’s website so it is easy to upload or adjust films
O
nline video use for B2B purpose is still something of a novelty, but video
as required. Written case studies have been a stock in trade of B2B marketing for many years, and they are still valid as sales ‘leave behinds’ or marketing material. But because of video’s different form factor and its ability to offer fresh types of creativity, video can grab attention in a way that the written word cannot.
Introducing a video dimension to Azzurri’s website did not come
We aim to use video for customer retention, customer acquisition and for brand building
2011
www.comms-dealer.com
without challenges. The first hurdle was to find happy customers who are rolling out innovative and commercially- focused projects. “Fortunately at Azzurri we have many examples of this,” said Roche. “This ensures that we can produce films that other customers and prospects will want to watch, so they can gain value on a peer to peer basis. As Azzurri has such a broad portfolio of services and solutions that sit under the Unified Communications banner, it can be very instructive for our customers to see what other Azzurri customers are doing, supporting cross-sell initiatives.”
Roche believes that the use of video in a sales presentation or case study can give Azzurri a competitive edge over those that rely on old techniques, so not surprisingly the company is using video more as a means to win deals. Roche noted: “Strong customer references can swing a deal one way or the other, and if a customer is unable to attend a pitch meeting, having them record a tailored customer testimonial to play on the day can be very effective.”
Customer testimonials on film are more immediate and authentic. The prospective customer can read far more into what an existing customer thinks of a particular supplier or partner than any written testimonial
Marriot St. Pierre, Chepstow,Gwent. 16th June 2011
can provide. Roche added: “We aim to use videos for customer retention, customer acquisition and for general brand building. We’ve built a library of films on our own website and use social media platforms like Twitter and Linkedin to flag up the content and drive visitors back to our site.”
Key considerations 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 online video as a way to educate themselves about communication technologies. According to Roche, a key consideration when putting together an effective video case study is to always look from the outside in and consider the challenges a customer is trying to solve and what they can learn from other customers. “If the videos are too product oriented
or overtly salesy this turns off the viewer and you run the risk of losing them,” added Roche. “A rule of thumb we try and follow is that there should be more value for the customer or prospect in viewing it than there is for the supplier.”
Azzurri has created a range of content that is used by many departments in the business. “But the greatest value we’ve derived to date probably comes from the process itself,” noted Roche. “By asking our customers to prepare for filming, they’re forced to review the before, during and after relationship with Azzurri. This pause for thought generally means that they reflect on how much has been achieved in partnership with us, and how they’ve used technology innovation to drive their business forward. This process serves to strengthen our relationship with the customer.”
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To view Azzurri’s online video case studies please log onto your digital edition of Comms Dealer magazine:
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COMMS DEALER JUNE 2011 67
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