Hopefully no companies actually think of their own products or services as “boring,” but the title of today’s blog posts is to focus on “less sexy” products, like for instance a Ziplock bag versus an iPhone. Granted, an iPhone is cooler and a lot more fun, but a Ziplock bag is extremely useful and found around most households in America. Most supposedly “boring” products solve minor or major issues for customers, which is exciting when presented in the proper way. No, you can’t make a corporate video showing the unboxing of a Ziplock bag, or focus on all of the cool “features” it may have, but you can make a great video nonetheless. The key to making great videos about seemingly mundane products or services is to focus on the benefits in clever ways and how the product or service addresses pain points for consumers.
When you’re thinking about ideas for a video for your product or service, come up with one key idea and one key reason why people would be interested. In the example above, the key product benefit is keeping your food fresh and protected from the outside world. Immediate ideas come to mind like showing a guy carefully packing a bag full of glass containers, the bottom falls out when he takes a few steps, and all of the glass shatters on the floor with food everywhere. Maybe a woman comes into the frame and scolds the guy, “I told you we have Ziplock bags…” The key benefit being emphasized is the ease of use and the fact that if he had used Ziplocks, the food wouldn’t be all over the floor. The broken bag would be nothing but a few second nuisance.
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A brand like Ziplock is a poor example for corporate video work, though, because it has household brand name recognition already. Most companies are launching a new product or service that isn’t as well known. The key is to focus on problem areas for the consumer still, though. A technology product may address a specific niche, so maybe you start with interviewing people who had an issue before they discovered the new technology offered. They talk about what issues or problems they faced, why they were frustrated, and how the new technology helped them solve their issues. Immediately, the product becomes less boring to any potential customers because it solves a frustrating problem for them. They become excited about how they, too, can realize the benefits of the product. Everyone wants solutions to common problems in their day-to-day lives, so connecting a problem with a solution is a great way to structure a video.
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Another goal for creating exciting videos from a less-than-exciting product is to focus on creating a feeling rather than focusing on key benefits. Drink manufacturers use this technique commonly, from energy drinks and bottled water to beer and soda. Selling bottled water is not whatsoever about the benefits because everyone understands from the time they can speak that water is essential to human life. The marketing professionals usually focus on something like the purity of the water, showing beautiful natural vistas, or how thirst quenching pure water is after exercise or in a desert or something.
The general idea is to convey a feeling the viewer remembers, such as with Coke’s “open happiness” campaign. Coca Cola always shows people celebrating, happy, and involves music heavily in their marketing. They try to make Coke synonymous with good times. Even for smaller brands, you can use similar advertising tricks to great effect. Make people want your product or service because it feels right in their lives and addresses a need, but don’t be hung up on trying to make a simple product or service into something sophisticated.