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June 6, 2008 |
Published by Dianna Huff |
Volume 8, Number 13 |
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Welcome!
One thing that's been on my radar of late is video for B2B. Video demonstrations that show how products work seem the most logical choice for companies to add to Websites. But, can a viral video campaign help *sell* a product? Do these B2B videos have a place on a consumer-oriented site such as YouTube?
The answer isn't the typical "it depends." The answer is "Who knows? Let's find out!" Because video, like other Web 2.0 marketing tactics, is so new, B2B marketers don't have years of testing and/or results on which to base a decision. So it's up to people like Morty Schiller and his colleagues at CYRBA Corporation to lead the way for the rest of us.
Read this case study to see how CYBRA produced six videos -- and their results.
Regards,
Dianna Huff
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CYBRA Uses Humor and Video to Sell the Sizzle of Bar Code Software
By Dianna Huff
These days, software has automated many software coding tasks, including writing out code for RFID bar codes, labels, and electronic forms. "The older programmers -- the code warriors as they're called -- can knock out code in their sleep," says Mordechai (Morty) Schiller, Director of Marketing Communications for CYBRA Corporation.
"More and more programmer veterans are moving up the organization or retiring, however, and many of the new recruits don't have the foggiest notion on how to manually write code for printing RFID tags or bar codes. On top of that, companies today need to meet the mandates for the Department of Defense or huge retailers, like Wal-Mart, for RFID tags. Writing custom code manually is too expensive and time-consuming."
Which is why CYBRA founder Harold Brand and long-time employee Sheldon Reich developed MarkMagic Bar Coding Software, now used by thousands of AS/400 and IBM System i customers worldwide (for you non-geek types, the System i is a mid-range machine in-between a mainframe and a PC).
The company had tried direct mail and print advertising in the past to build business but met with poor response. They also supplied prospects with brochures but, according to Schiller, the explanation of how the software worked didn't push all the buttons to make a sale.
CYBRA turns to video . . . and humor
One of the company's engineers sent Schiller a one and half minute Flash clip that showed how the software worked -- something the salespeople needed because many of the vertical industries into which CYBRA sells aren't that computer savvy.
"The clip even included 'click' sounds with words showing 'click here, click here.' It was a good tutorial but it wouldn't motivate anyone to buy the software," says Schiller.
When the engineer suggested a new video, Schiller went to work writing an A/V script. The first attempt was ok . . . but was immediately panned by the CYBRA founders.
"I had approached the script like a commercial," says Schiller. "The copy revolved around sell, sell, sell. The guys loved the idea but hated the script. They wanted funny."
To back up his point, Brand sent Schiller an article from the Wall Street Journal quoting David Meerman Scott on using humorous YouTube videos to expand a business.
Brand also sent Schiller a link to a clip of an ad for Google Maps that imitated the "Get a Mac" ads. Schiller didn't want to imitate these ads but felt dialogue and humor were both good ideas.
After thinking about it for a few days, Schiller came up with the idea of a 2,000 year old programmer. "Basically, I combined the Mac ads and Mel Brooks and rolled them into an infomercial. My bosses loved it . . . but it was too long."
So Schiller and Reich teamed up to turn the script into a series of videos, each one focusing on a benefit of using CYRBA's MarkMagic software.
CYBRA ended up developing six 90-second videos featuring the dancing ancient programmer 2K, who comes complete with a propeller beanie and pocket protector.
Promoting the videos via YouTube and PR
The videos went live on YouTube April 30, 2008. Schiller sent out an optimized press release to technology, business, and lifestyle media via BusinessWire. The release was picked up by a number of tech news sites and also generated blog posts, a newsletter write-up, and a podcast including: The only drawback? "Many companies block employees' access to YouTube -- something we didn't know," says Schiller. "People started calling us and saying they couldn't see the videos. We developed a page on our Website where people could watch the videos, but that undermined the viral marketing goal of trying to measure reaction by page views on YouTube. The numbers only told part of the story.
"Despite this, we're very pleased with these videos," says Schiller. "It's still too early to tell how much the videos will boost sales. However, it got a lot of smiles from customers and backers. And, while we can't precisely track ROI, it definitely boosted recognition for CYBRA and shortened the sales cycle for reps in the field. It was a great experiment in using video to help sell enterprise software -- and a lot of fun, too."
Project details
Feedback, WSJ article links, and survey link
Do you like the videos? Have other questions for Morty? Send your feedback to me at info@dhcommunications.com and I'll be sure to forward it to him.
"The New Workplace Rules: No Video-Watching," March 4, 2008 Wall Street Journal
"Lights! Camera! Sales!" November 26, 2008 Wall Street Journal
And, if you haven't already, take my YouTube survey and let me know if you have access to YouTube via your work computer!
DH Communications in the News
Case studies, which I call "extended testimonials," are a great way to tell prospects how you solved a particular problem for another company.
In this Forbes.com article, "Are Case Studies Smart Marketing Tools?" I was interviewed by Forbes reporter Lisa LaMotta about how to develop an effective case study.
Why Is Cosmetic Dentist Helaine Smith Smiling?
In 2005, Dr. Helaine Smith's Website was essentially an online brochure for prospective clients to reference as they considered their cosmetic dentistry options. Dr. Smith was spending $2,000 a month in Yellow Pages advertising -- with most of her patients finding her through referrals from friends and co-workers.
Now Dr. Smith's Website and other online marketing activities generate upwards of $20K a month in new business . . . so much new business that Dr. Smith purchased a second practice. Read the entire case study here (a PDF download).
To learn how you can achieve great results using proven marketing tactics, give me a call at 603-382-8093 or send e-mail to info@dhcommunications.com.
Or, take a look at my B2B marketing communications consulting and SEO services to see how you can put my award-winning expertise to work for you.
Telephone:
603-382-8093
Email:
info@dhcommunications.com
Keep up with the latest MarCom news at The MarCom Writer Blog.
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