It is sometimes an uphill battle trying to convince people that video marketing can be an effective tool for bringing your message to the masses, and for accomplishing whatever objectives your company has in mind, such as increased sales. Many marketers have found it difficult making a pitch to supervisors and executives while extolling the virtues of video marketing, simply because it’s a relatively new component of digital marketing (which itself is not that old), and something they’re basically unfamiliar with. In order to overcome these objectives and to help managers and officers understand the true value of video marketing, a pilot program which provides proof of concept is very often the best approach, in order to get them on board with the program and obtain their buy-in.
Developing a Pilot Program
When you determine that the vague kind of out-of-my-comfort-zone feeling is what’s holding back approval from managers and officers, a pilot program can be the ideal vehicle for turning those attitudes around. If the problem really is due to a lack of familiarity with the process and what it might achieve, a fairly simple pilot program may be just what’s needed to give reluctant officers a feel for what’s involved, and to show them how effective it can be.
It can be even more effective if your reluctant managers are themselves personally involved in the different phases of the pilot program, so they can gain an understanding of what goes into it, and how it satisfies a business need. Reading scripts, reviewing snippets of video, and understanding the concepts behind what’s being attempted, are activities which are very often enough to sway even the most reluctant officer.
Assess Value With an A/B Test
Having decided that a pilot program is the best vehicle for overcoming managers’ reservations, you’ll need to consider the content and scope of your pilot project. The proof of concept that you provide should pull in the other components of your overall marketing strategy as well so that you can develop a real-life, actual example of how video can be used to refine and expand your marketing efforts and to achieve greater sales or results.
One very simple way to go about this is to piggyback onto a planned upcoming marketing campaign, which might be improved by including a video marketing element and then do some very controlled testing to determine the effectiveness of your efforts. Probably the best way to go about testing is to prepare A and B versions of your marketing campaign, with one version including your marketing video, and the other version not including it.
At the conclusion of the campaign, it should be easy to determine what the difference was between the two versions of the campaign, with the video-included version probably being the one better received. This should be all you need to prove your point, and to overcome the resistance of upper management.
Dealing with Generic Resistance
If it turns out that you’re A/B test wasn’t convincing enough to sway everyone in the organization, you may have to take other steps as well. Sometimes, individuals, have difficulty seeing how the video actually represents the organization’s brand, products, and services, and they simply don’t see the value of paying for something which doesn’t clearly praise all three.
One approach to overcoming this kind of resistance is to produce a video that makes it very clear how the company brand will earn increased recognition and loyalty by the inclusion of a video in a particular marketing campaign. For this purpose, the best kind of video would probably be a testimonial, because, for one thing, they’re very easy to produce. For another, there’s just no mistaking the outright gushing of an individual who is praising a particular product or service, and the company which made it.
Salespeople, in particular, are very fond of testimonial videos because there’s no way to misinterpret the content of such videos. For the same reason, any management types you are trying to convince should have no difficulty in seeing the tremendous value the testimonial can bring to the company.
Another great thing about this approach is that you don’t really even have to come up with statistics or solid facts which demonstrate the effectiveness of the testimonial – the content alone should usually be enough to sway stubborn managers and officers.
Tailor the Video to the Audience
The most important single aspect of your pilot program should be in tailoring the kind of video you make to the particular audience you are presenting to after you’ve determined the nature of their objections. In some cases, a well-made A/B test should be the perfect pilot for convincing reluctant managers and executives, but for those who still have difficulty seeing the obvious, a testimonial video, which perhaps includes several speakers, may be what’s necessary to make your point clear. Whatever you think the case may be, just make sure to prepare the right kind of pilot programs for your audience, so you can do the best job of convincing them – because, in a really tough crowd, you may not get a second chance.