Video White Paper Example Shows Promise: IBM Attacks HP and Intel
By Michael StelznerIn January of this year, I introduced you to the concept of video white papers.
Frankly, I was a big skeptic…
Until I came across an interesting example sponsored by IBM.
Simply defined, a video white paper takes the attributes of a white paper and presents them in a video format.
In this video white paper, a third party expert is bashing HP and Intel technology. It comes off as though you are listing to someone’s opinion, but it is rather persuasive.
The video white paper combines PowerPoint type on screen information with a real person to create a very unique delivery mechanism.
In this example, there a few interesting things I want to draw to your attention:
- Registration required: In a smart marketing move, IBM plays the first 30 seconds of the video and then asks you to fill out a registration form in Flash. This allows them to capture a lead.
- Human face: You are actually watching a man talk and he looks right at you. You can kinda tell he is reading a script, but I like it.
- Jump around factor: This was designed so you can hop around and get to what you need—a nice touch from having to sit through 30 minutes of video.
So folks, this is the first real example of a video white paper that I think shows promise.
What do you think?
(2 votes, average: 4.5 out of 5)
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April 23rd, 2007 at 3:35 pm
Mike,
What’s the difference between this and a webinar?
I think it has potential, but it assumes the viewer is tethered to an Internet connection and some form of computer, notebook, or handheld device.
Jonathan
April 23rd, 2007 at 4:46 pm
Jonathan -
A webinar is an event that you invite people to (like a seminar).
This is a one on one presentation.
It is rather interesting.
Mike
April 25th, 2007 at 2:39 pm
Wow - that is an interesting idea - the “Hit” whitepaper, done video style. I really like the way it’s been produced, but I am always concerned about a negative message backfiring.
I would think for hardware vendors this medium would be a slam dunk - you can show the stuff working. Point to the robust features, show them how easy it is to field strip the unit, etc. Plus you get the chance to add vocal inflection, which brings in emotion. We just need to watch out that our videos become too “Ron Popeil-esque” - not that a little selling is a bad thing.
Great post!
April 25th, 2007 at 3:09 pm
Mark - Thanks for stopping in.
I think this is pretty cool.
However, its production cost must be very high.
Mike
April 26th, 2007 at 2:17 am
you really think it cost that much. I don’t think it was that much at all. I just don’t like it when other companies bash on each other. just show me what you have not why the other companies suck. other than the bashing well done.
April 26th, 2007 at 6:06 am
James - If you watch the video, you will see it is done tastefully.
The reason it must have cost a lot is because the main character was actually filmed as he talks.
Mike
May 1st, 2007 at 11:26 am
Mike. Thank you for the kind words about this program and comments about the user navigation, format, and delivery.
Why not a webinar? I agree with Mike’s comment about webinars being ‘one to many’. I will add that a webinar tends to suggest a ‘live’ program with the objective being to get an audience to participate at a specific point in time vs. (what we refer to as on-demand rich media) and a program that is available 24/7.
Expensive? Well, expense is always relative.
Bob Whiting, Accela Communications
May 1st, 2007 at 12:16 pm
Hi Bob;
Thanks for stopping in.
I think you are onto something big here.
Mike