Promotional v Induction- What's the Difference?
Screentime have produced hundreds of promotional videos for marketing and new-business presentations. Here are some of the important considerations we’ve learned along the way.
As a promotional message, the video needs to be targeted squarely at your potential customers. But there’s no reason why it can’t also be a celebration of a company or organisation’s success and therefore a very effective induction resource.
1/ Duration: Keep it SHORT.
Ideally you want to be able to play your scene-setting promotional video at the start of a business meeting without requiring any further introduction.
You have about 2-3 mins to provide a pertinent overview of your business and communicate your key message before the client will start looking at their watch wondering how long this is all going to take. Any longer than 5 mins and your key message is probably not defined carefully enough.
For induction purposes the duration can be longer- after all, you’re paying the audience to watch it- so often the promotional video is an expurgated version of the induction one.
2/ Content: Make sure it's PERTINENT.( Do these sound familiar..?) What does the audience want to know?
Concentrate on communicating information the audience can't get from/see from the verbal presentation and printed support material. Where would you take them, what would you show them, and who would you introduce them to if you could take them to every part of your business?
With a potential client, at the end of the video you should be able to ‘trial close’ - “From what you’ve just seen, do you think we can do business together?”
With new staff, the overriding feeling should be “I understand the organisation I’m with, my place in it and I made the right decision to join”.
3/ Style: Here it's about knowing your audience.
Do they need to be impressed with slick style and graphics, or ‘just the facts please’. What’s the feeling you want to portray? Trustworthy? Dominant market player? Reliable? All these approaches require a different visual look, pace, and delivery.
So from my experience the best approach is often to create the initial script aimed at selling the company to new staff, and then make a shorter version for external presentations, omitting that content which isn’t pertinent to them. This video should be proudly presenting its staff and its service record to support its reliable, professional image. In this way, not only customers but staff will be impressed, and proud of what they do and where they work.
From here, the idea would be to choose just 1 key message you want each audience to remember based on 2 or 3 main reasons to do business with your organisation - these could be ”our people”, “our services”, “our experience/clients”. I’m usually in favour of having an organisation’s team members and clients tell the story of the company- ‘show them around’ if you like. After all, satisfied clients, and staff, are your best advertisement.
The benefit of this approach is that it quickly puts a face to different business units, as well as illustrating the Teamwork and Communication pillars of your culture. It also reinforces the team’s own pride in the organisation.