I recently blogged about the potential of viral video in B2B marketing. While viral video injects a “cool” factor to your marketing efforts, the likelihood of an unmitigated success is unpredictable. One often-overlooked and underutilized B2B marketing tactic is a straightforward product demonstration video. And, unlike viral video, a well-executed product video delivers very predictable results: clear and cogent reasons to choose your product over your competitors.

TriComB2B has experience using multiple approaches to product video, from educational/documentary-style to 3D model animation… and everything in between.

No matter what approach is best suited for your particular audience, the execution typically follows a predictable workflow:

• Client discovery, scope definition—form and function of the product/service in question is explored, goals of video defined
• Script writing and client approval—while TriComB2B manages and performs the script writing process, prompt approval of the video script is key to keeping project on track
• Video production—depending on scope, this could consist of on-site shooting/interviews, product demonstrations, and 3D modeling and animation of your products
• Client review and final approval—final product can be delivered in any commonly used video format

3D Model Is the Star of Your Show

Animating 3D models of your products is an extremely effective way to demonstrate their mechanical operation and differentiating technologies. When executed properly, 3D animation also injects a very slick, high-tech feel to your presentation.

Re-purpose to Add Value

Selecting the 3D animated modeling approach also opens the door for many potential re-uses.

• Vertical or industry customization: By making the body of the animation generic in terms of focusing on engineering and function, we can potentially re-use this mechanical sequence for multiple vertical/industry applications. Only slight modifications to the message—through modified script, new B-roll or still photos, narration, editing and re-authoring—would be necessary to tailor the original video for reuse.
• Augmenting sales presentations: Once the 3D model and animation are complete, it is fairly straightforward to create small vignettes where a specific design feature can be emphasized using the animation. This could be as simple as extracting already-created pieces of the animation or creating other sequences depending on need. Video vignettes can then easily be embedded within a PowerPoint or other presentation format.
• User instructions: Exploded, still views of the model can be used as instructional diagrams for user documentation/instructions. Similarly, creating animated sequences that demonstrate use, assembly and disassembly is fairly straight forward once the 3D model is complete.
• Static artwork: Taking “cutaway” artwork is very simple once your product model has been rendered for the video. Also, photo-realistic beauty shots of individual components are readily available from the model.

Any of the above can be deployed in a variety of media, including: trade show kiosk or flat screen, CD for sales use, part of a direct marketing program (email or traditional mail), video on a public website, artwork on a poster, brochure, micro-site web page, advertising, training manual, and much more. Click here to check out a recent 3D animation project TriComB2B completed for a product launch.