Using video during a product launch campaign is a no brainer, especially if you have a complex product. If you’re creating a microsite for your new product as the hub for all of your communications, the first thing people see when they land on it should be a product demo video. No amount of text or graphics can compete with the compelling nature of having a video “pitch” you on how the product works, why it’s better than the competition, how it will save me money, etc.
We can take a cue from the product launch masters over at Apple regarding how to properly use video to launch a new product on your site. The first image we’ll take a look at is the primary content area on Apple’s homepage. Notice how devoid of text it is? The entire image is a link that drives to the iPad site.
Having a Laser Focus
Another thing to note is that everything, and I mean everything (except the main navigation) is about the iPad.
How many arguments would you need to win with competing product managers at your company to get an exclusive on your corporate homepage? Would it even be possible?
Apple changes content on their homepage regularly, but when they launch a product they have a laser focus. If you didn’t know who apple was (and I realize that’s not possible) and you visited their homepage right now, you would have no idea they make laptops, desktops, iphones or software.
The Product Homepage
Once you convert by clicking on the massive iPad image, apple sends you to… another massive image accompanied by only the most critical information:
- The price
- Where to buy it
- Three videos to find out more about the product
The most compelling video set is the guided tour, a feature by feature guide showing how the core features work:
These videos are set in a real-life situation and are introduced with the operator placing a cup of coffee on the table next to the device. That single, subtle action immediately connects the viewer to the operator on screen by incorporating a familiar object: a cup of coffee. Nothing is more important to a potential buyer than their ability to see themselves using the product and associating it with a daily routine like enjoying your morning cup of Joe accomplishes that association. One consequence of staging a real life situation is that having a technical engineer or product designer present the product may not be the best choice for the “guided tour” format. Your buyers don’t associate with the product development team, they associate with fellow users.
Also notice the well-arranged list of chapters available on the left side of the video player. This quickly allows the viewer to navigate, visually, to the feature that is most important to them. The chapter list implies that this tour is available as a non-linear experience, meaning that the script for each section should not rely heavily on other sections to convey important information. Each should be a self contained demo of one feature.
Product Designers are Important, Too!
While a product designer or engineer may not be the right person to demonstrate the product, that certainly doesn’t preclude you from including them in video elements. Jony Ive is an evangelist and that is what Apple uses him for in their product videos (not demonstration videos). He, along with Phil Schiller, Scott Forstall and Bob Mansfield explain Apple’s idea behind the creation of the device, the software it can run and the design of the hardware. This is not a demonstration as much as it is a video press release or news article that explains the story of the device. This video demonstrates the “why” and the “who” while the guided tour demonstrates the “how.” Breaking up those questions into separate pieces with unique styles has worked incredibly well for Apple and anyone launching a product should consider a similar division of their content.
Sprinkle Breadcrumbs
Finally, it is important to give your visitors access to the video from multiple sources. Don’t lock your video away in a video library section and hope that people find it. Instead, call it out all over different sections. Link directly to the video demonstration of a certain feature from the page that also has textual information about that feature. It’s important to expose the existence of your videos on as many pages as possible because visitors don’t always enter your site through the front door. Often they’ll come directly to a page from a link in a blog post or a search result. You need to make sure access to the right video is available on that page and not just your product homepage.
Three Videos – No Text
Remarkably, having watched the three videos available you understand exactly what the product is, who designed it, why the made certain choices, who the product is for, how to use it, where to get it and how much it costs. All without any text. No reading. No boredom. No back button.
Have you seen other great uses of video for product launches? Maybe you’ve run a stellar campaign and you want to show off a little (it’s ok, I would, too!) Let us know in the comments below!
Interested in Product Launches?
Check out Cramer’s take in this free video:
Tags: apple, bob mansfield, ipad, jony ive, phil schiller, Product Launch, scott forstall