Key To Product Launch Marketing Plan Success

NABNAB is the premiere trade show for broadcasting and video professionals, and it’s the subject of tons of tweets, shares and blog posts. One post that caught my eye yesterday came from my favorite royalty-free music site ( Its blog mentioned how important it is for NAB exhibitors to have a product launch marketing plan that includes video.

I especially like this subhead… Invest In Great Videos. I wish more business professionals would look at it that way. I’ve met a lot of corporate types who lump video into one of two categories.


First, they think… wouldn’t it be fun to do a video! Well, sure. Video is fun. The problem is they don’t understand it’s also an art. While anyone can “do” a video these days, it takes a skilled professional to produce one that’s going to actually appeal to a broad audience. When you go into it thinking it’s just about fun, you actually miss the golden opportunity capture people’s attention and deliver great content.


Second, some think… ugg, we have to produce a video. They envision a lot of work for them, draining valuable funds and resources that could be spent other places. These are clearly people who haven’t discovered the power of video. They also haven’t realized there are dedicated professionals who can make it a painless process that will provide them with a valuable tool to help sell their products and/or services.


A good video is an investment. When a company launches a new product, a compelling video can make a terrific first impression on consumers. It can not only inform them about what makes the product great, it can actually generate enthusiasm.

See… video is all about emotion. When done right, a good video grabs hold of us. A professional storyteller knows this and finds a way to create something that heightens the emotion they’re looking to elicit.

Is that a marketing tool worthy of an investment?

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.