Matt O’Neill is the Managing Director of ModComms – a company that produces The Pitch Pack, he sent us this neat video pack which business to business marketers
can use to open new leads.
How does PitchPack work?
The pack is a bit like a card brochure – you open it that triggers a magnetic switch which opens the power – a logo displays for a second while it warms up and then the first video plays
A typical pack has 4 videos – they come with volume controls and the larger packs have more videos on them. Al the components are built in – from batteries, speakers to CPU.
They are encoded to Xvid format – the reason to use a specific codec is that it is lower file size with max picture quality. A standard has 256 mg memory of which 170 is usable the rest is operating system. so it gives about 17 minutes of video playback.
Finish watching, close it like a book and that switches it off.
In the spine there’s a little USB port you can charge the battery and uploading the videos.
If a client wants to use it the production process is firstly to design the outer pack – card wrap – using a standard Adobe Illustrator template. The videos have to be produced and then you have all the assets. These are sent digitally to China. The factory sends back a prototype in digital print (not litho). Sometimes there are small amends, it is signed off for manufacture and production.
One thing is critical is quality assurance with Chinese factories -we include two rounds of this – locally it’s checked in Shenzen and then it’s sent out and we check a few samples too. Then we dispatch – sometimes it’s a bulk delivery, other times we do the fulfilment individually.
As part of the marketing it’s important that the telesales follow up to fix the meetings.
What types of Business use PitchPack?
It’s any B2B organisation providing a higher value product or service. Tech companies like it, hotels, consultancies, engineering groups and some internal comms – high level changes across global senior teams.
Integration wit the sales funnel – the clients using account based marketing principles. Some use it for the ‘door opener’ – grab attention of a senior decision maker. It’s critical to have a structured follow up process. Or use it as a leave-behind or a send-after to answer questions. Salesman can film themselves on a mobile phone giving the answers and then include other videos too. Those companies that are a bit more sophisticated and using lead scoring, for example, the score triggers sending a pack.
Personalisation – we are used to it with paper mail, but when you show the recipient that there’s an introduction just addressed to them – it’s flattering. Anecdotally we hear it is very powerful.
Results – using a campaign with a global software company – we did a small run of 250 packs of which 240 were distributed. They got 23 meetings with decision makers and they’ve got 4 deals with an average value of GBP250k each. That campaign cost 5k on the packs themselves, 7k producing one video and re-used another couple of videos. Total campaign cost 16k.
Why should our readers try the service?
Video is growing – mobile traffic about 50-70% of mobile traffic is video now. Cisco predicts that 1/5 of the world’s population will access video online by 2016.
As a medium, video creates feelings of trust and so when brands use real people or show people doing real things curiosity is triggered. When making video for marketing purposes don’t put everything in. Leave them wanting more.
Confidence in the brand is built and sometimes amusement. If you can make video for business funny you will have next to no competition because there’s so little out there.
With that popularity it’s a blessing and a curse – the competition will only get more furious.
Marshall Mcluan said the medium is the message in 60s and these packs are both – it allows people to explore video in their own time in their own way wherever they happen to be.
This is an easy differentiation tool – stand out from the crowd. I remember in 2005 there were personalised USB sticks but now these are ubiquitous. This type of marketing tactic is now at its 2005 moment but in 3-5 years it’ll be old hat.
If you are producing video for the pack, the content can be re-used across other media – home page, landing pages, powerpoint, email-able files. The results are pretty tangible – looking at it in pure numbers.