Posted by tom klein
May 24, 2007
There’s no denying it – the age of video is here. It’s fast, easy and inexpensive. However, this fact seems to be lost on nearly every manufacturer.
An exception is the maker of the Slingbox – an electronic device that lets you watch your home TV from your PC anywhere in the world. People use it to watch local sporting events or “important” TV shows (e.g. last night’s finales of Lost and American Idol) when they’re out of town or out of the country. What Slingbox does well is use online video to help its customers know how to configure its product – as seen in this Slingbox installation tutorial.
Do your customers really know what to do when they get your product out of the box – whether it’s a dishwasher or mac n’ cheese?
Consider using the same content for a video podcast that can be carried on an iPod. You don't always have your laptop with you when you need how-to content (like when you're squeezing behind the wired monster that is the home entertainment center). It's like running the same ad in print and outdoor.
Creating video content that supports an "easy to use" positioning can separate you from all the others - whether it's financial services or electronics. This positioning is only possible if you're able to think beyond customer acquisition.