As bandwidth increases and video production costs continue to

							                                    KSET STUDIOS LLC


            51 WAYS TO USE A VIDEO TO HELP YOUR BUSINESS GROW


As bandwidth increases and video production costs continue to decrease businesses are
beginning to adopt video as a primary method of communicating with their customers and
prospects. Video is quickly becoming a marketer’s media tool of choice for two reasons: video is
engaging and, more importantly, video is persuasive. Here are some of the ways that businesses
are using video to help improve their bottom line:


Customer Reference Videos
1. Customer Testimonials
Nothing is more compelling than seeing and hearing your customer extol the virtues of your
products and services or explaining how your company helped them to achieve their business
goals.

2. Success Stories
Similar to a customer testimonial these videos run between one and two minutes and follow an
interview format where the person on screen answers questions posed by an interviewer just off-
camera.

3. Video Case Study
A video case study combines customer testimonials with more a more in-depth explanation of
how your company’s products and services helped your customer be successful.

4. Man-in-the-street Interviews
These videos are typically done to promote events and to build buzz around coming events but
can also be employed to capture responses to targeted questions that help promote your product
or service.

5. Customer Presentations
If one of your customers is talking about your products or services either directly with you or
indirectly as part of a larger discussion this may be a perfect opportunity to capture the
presentation of video to re-purpose on your website.


Product and Service Promotion
6. Product Presentations
Product or service presentations focus on benefits and talk from your customer’s perspective.
They are used to help your customers and prospects differentiate between the benefits of your
products and services to those of your competitors.

7. Product Demonstrations
Product demos show how your product works and highlight the features that differentiate it from
that of your competitors.

8. Product Reviews
The best product reviews are trusted third party reviews. To the extent they are positive and
promote your brand, they should be referenced. You can also partner with trusted third parties to
create product reviews for your own products.

9. Visual Stories
Quickly rising in popularity, visual stories employ illustrations, animations and motion graphics
with a voice-over to explain complex products or services in a simple and compelling manner.


Corporate Video
10. Corporate Overview
These videos are the video equivalent of the ‘company brochure’ for small companies – intended
to give new visitors to a website a better idea of the company.

11. Executive Presentations
Whether you are preparing for a quarterly update, responding to a major event in your industry or
making a regularly scheduled presentation there is great value in presenting the “face” and
“voice” of your leadership team to all of your constituents.

12. Staff Presentations
Customer service representatives, technical experts and workers are all valuable for this new
category of corporate video. Surveys show that there is more trust associated with these
employees than with senior management.

13. Corporate facilities or equipment tour
Uniqueness is the key here. That said, it’s really not about you and your stuff any more – it’s
about how you can solve your customers problems.

14. Annual Report / Review
As print continues to fall out of favor video will either supplement or replace these materials.

15. Video Signature and Video Introduction
Video is becoming a key component in how you ‘sell’ yourself, in your private life… and in
business. A video signature is a video that is in the signature portion of your email. Introductory
videos serve the same purpose – to give people who don’t know you a better idea about who you
are.


Training
16. Training
Corporate video first gained prominence with training and continues to be one of the best uses of
video. Online Video is a cost effective substitute for in-class training.

17. Overnight expert videos
If you serve a large geographic area or sell through channels then it is well worth the effort to put
together short ‘overnight expert’ sales support videos that highlight the key selling points,
features, benefits, objection handling and follow-up issues to consider by your direct or channel
sales force.

18. Just-in-time learning
‘How-to’ videos, video manuals, on-site video reference, quick assembly demos, and other types
of video are being used to supplement or replace traditional training.


Customer Support
19. Post sale support and maintenance videos
No one reads manuals. You can save thousands of dollars of post sale support by creating
informative assembly, installation and maintenance videos for your products and services.

20. Website FAQ Video
In certain formats video can be a suitable replacement for text where an authoritative voice,
support materials or other visual references are required. A list of FAQ’s answered by a company
expert is an example.

21. Live, two-way video
Imagine being able to show someone the problem you are having with their product rather than
trying to describe it or send them a photo. Getting a step-by-step video response with someone
talking you through the solution – live… that’s the holy grail of customer support.


Internal Communications
22. Internal Communications
Internal videos that highlight business plans, new business activities and achievements can
improve knowledge transfer and lead to more effective communications.
23. Event/Conference and Trade Show Communications.
Share the knowledge gained at these events by capturing the presentations, demos, interviews,
commentaries etc. on video.

24. Employee orientation
Company history, structure, procedures, policies and codes of behavior can all be communicated
effectively with video.

25. Health, Legal & Safety
The cost of dealing with health and safety related issues within organizations continues to grow.
Video is one of the most effective means of minimizing these costs.


Advertising , Marketing and Promotion
26. Commercials
A proliferation of video screens cropping up on every building, device and structure will create an
even more diverse set of advertising opportunities.

27. Viral Video
A video is viral if it is so compelling that people want to share it.

28. Email Video
E-mail is seeing a resurgence with marketers and embedded video in emails or links to video in
email is becoming very popular.

29. Infomercials
Infomercials can be very effective at selling certain consumer products.

30. Content Marketing
Focusing on solving your customers problems first and then associating your brand with those
solutions will be increasingly more important and effective. What knowledge do you have that can
help your customers and prospects.

31. Landing pages and micro sites
Video is beginning to replace or supplement text and graphics as a content element on many
websites. Landing pages can offer a more compelling call to action with video.

32. Interactive Video
You can build in calls to action, form fields, multiple scenarios and any number of engaging
content that get people to not just passively watch your video but actually gets them to start to
interact with your video.
33. Branded Entertainment and Sponsored Video
Associating your brand with the right entertainment and informational content on the web is a very
interesting opportunity.


PR Support and Community Relations
34. Video Press Releases
The standard four paragraph press release is now being supplemented with video and rich media
to tell a more engaging story.

35. PR Support Materials

Smart companies are developing video support catalogs of company and industry related
materials and offering them to news and business portals.

36. Community Relations Video
If your company is out working in the community, being good corporate citizens, helping the
environment or contributing to important causes you should be capturing those efforts on video. .

37. Corporate Talk Show / Interviews
Companies of all sizes are now starting to develop talk-show format video where a host
interviews various people to discuss things that are important to your audience.

38. EPK (electronic press kit)
While EPK’s are still being delivered on DVD, web based video and text are quickly replacing this
electronic version of the press kit which became popular in the mid 90′s.


Event Video
39. Event Presentation video
If you are speaking at an event or someone is referencing your company you should be capturing
this valuable content on video.

40. Round table Sessions
Take the opportunity at an event to corral four to six of your best customers and other industry
experts, put them in room and video tape them talking about industry trends, business issues and
the future of your industry. This content will be the most valuable content you could ever capture.

41. Q&A Expert sessions.
There are many opportunities to take specific event participants to the side and take them
through informal Q&A sessions on various topics that matter to your customers.


Other Uses of Video
42. Recruitment Videos
Finding the best employees is the single most important function of any company. Recruitment
videos that feature company employees, highlight corporate culture and promote the direction of
the company can be very influential.

43. VLOG
For individuals looking to gain notoriety from their passions vlogging can be a good option if you
have a good on-camera presence and great content.

44. In Store Video
In store LCD’s will be networked and customizable offering you the ability to promote your own
goods and services.

45. Company Lobby / Waiting Room Video
HD video screens are popping up everywhere – why not in your lobby or reception where you can
get a jump start on first impressions and also take advantage of a captive audience.

46. Mobile Video
Mobile video will soon be the largest video category outside of broadcast.

47. Market research, focus groups and polling
If a picture is worth a thousand words then a video of your customer describing her likes and
dislikes of your new product is priceless.

48. Video White paper
Video white papers have evolved to a professional delivery that is accompanied by charts, graphs
and other visual references to make the presentation more valuable.

49. Video Magazine
Like the name implies video content is created on a regular basis (usually monthly) that
customers and prospects can view through a subscription service.

50. Customer UCG Campaigns
User Generated Content Campaigns- where customers are encouraged to upload videos
showing how they use your products are becoming quite popular. Contests are usually the driver
but sometimes just giving customers a forum to express themselves is enough.

51. Behind the Scenes Video
Let the customers understand who you are – a group of humans rather than a ‘brand’.




Bonus Application:
Fundraising Video

Use a video to highlight your fundraiser. Add to emails and prompt a contribution on the spot!
Also great for auctions as a powerful visual of the item up for bidding or add to an email or
website for online advance bidding.