Say you’re in marketing, and you have been tasked to produce a short video, or a series of videos, to support or establish a position in the marketplace for a technology solution. Here are things to consider when planning an enterprise solution explainer video for one of these typical technology topics:
- New or improved service or solutionplanning an enterprise solution explainer video
- Reorganized/repositioned software suite or set of products
- New or undervalued product features
- New professional services
- Recently set up “center of excellence”
And let’s say you’re fortunate enough to have a deadline. (I say “fortunate” because I agree with legendary management consultant Peter Drucker that “Work without deadlines is not work assigned, but work toyed with.”)
Anyway, you’ve decided on using video for your enterprise technology solution 2-Minute Explainer because video is a great way to put things across quickly. Here are three things you need to consider in planning an enterprise solution explainer video.
What happens in the production process?
- Compression. Solution features and benefits that can be talked about for hours will be boiled down to two minutes or less
- Audience definition. For enterprise solutions, is can be a broad audience like “IT and business executives” or a pretty narrow one like “middleware admins.” What often happens is that halfway through the project, someone realizes that some new constituency needs to be taken into account.
- Rethinking. Subject matter experts are probably being asked to look at things in new ways. Some of this rethinking is likely to take place as the video develops.
- Politics. If there’s more than one team involved — it’s a suite of products, for example — managers will try to make sure their product gets top billing.
- Change. There’s a very good chance that a product being introduced or reintroduced is going to do some shape-shifting of its own several times between the start and the deadline. So you may need to re-imagine, rewrite, and execute new visual approaches quickly.
All these issues affect cost — and how you’ll meet the deadline.