Tuesday, July 6, 2010

The Making of a Corporate Marketing Video called 'The Ask'

It may be that it is a dying art, but in twelve years at Gartner, I rarely ever saw a good (let alone great) launch video for a new product. Jump ahead to 2010 and I'm back in vendor land facing the task of getting the word out on a new Collaboration product offering that is now announced (Saba Live and Saba Collaboration Suite).

The making of a corporate video is never easy and it is fraught with roadblocks and challenges. Overcoming them is about staying focused on the mission: producing a short, but compelling story that convinces all viewers to look a little closer at what you have to offer.

The making of The Ask is almost as interesting as the video itself. First, you need a world class script writer who is technical enough to be able to understand product features but then able to finesse them into the story without hitting the viewer over the head. My good friend Sheldon Renan wrote the script for The Ask and he is the same guy that produced the famous video called The Deadline when I was running marketing for MFPs (Digital Copier/Printers) at Xerox in Rochester NY.

You also need to have a great director David Rathod and a great producer Laura Marks, both pictured on the left. But to make it happen, you need a great team to pull off the story. 
The Collaboration Business Unit at Saba moved mountains and we created a fictional company, Bladzco, that is featured in the video. One of the funny stories about the making of the video is that all the screen shots were actually filmed during the production (almost no post). That is a credit to the strength and maturity of the products.
That said, Saba has had a collaboration offering since 2005 and has offered Saba Centra Web Conferencing for over ten years. That is one reason why so many Global 500 firms and the public sector trust Saba for enterprise class web conferencing.

So, now the video is out and my friends at Gartner are calling it 'impressive'. So are our customers.

No comments:

Post a Comment