As a Chief Marketing Officer I’m sure you’re already using video as a means to acquire, entice and convince consumers that your product is the right choice for them, but are you hitting them with the right content at the right time and in the right place?
I’ve created a series of slides designed to help align your team around a cohesive strategy designed to ensure that you’re approaching the creation of product videos in a smart and effective way.
How To Present The Consumer Journey
We were introduced to McKinsey’s Consumer Journey by a client more than a year ago and we’ve used it ever since. Sharing these slides with your team helps them understand what kind of videos to create and where the consumer’s mindset is as they determine whether to buy your product or service.
This short video, is designed to help you present this concept to your team:
Steal The Slides
Now that you know how to present this concept, feel free to steal the slides. That’s why we’ve created them.
[slideshare id=7802745&doc=productvideojourney050211-110502072042-phpapp01]
3 Key Takeaways
Creating ‘viral’ video can be a lot of fun, but is it the best use of your resources? It might be if you consider a clearly defined distribution strategy designed to leverage the various opportunities in the consumer journey. Here are three key things to keep in mind:
- Think like your customer. I recommend you take some time to evaluate the path of your consumer through the phases of the consumer journey to determine what kind of video should be distributed where.
- Focus on creating great support-related content first so that your existing (and new) customers are sure to have a great experience with your product.
- If you’re going to pursue viral video concepts, distribute them to your most loyal audience first and let them do the work of personal, social sharing designed to drive new sales.
Steal This Slide
Are you really diving into understanding how marketing has been flipped upside down by emerging media? How would you like free valuable insight ready to insert into your presentations? We’ll provide a powerpoint slide each week and let you know how you might use it to build context and understanding.
