Tag Archives: product launch



Learning From the iPhone Product Launch

Posted on September 25th, 2013 | Leave a Comment

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Have you run out to get your new iPhone yet? Whether you’re an iPhone person or you prefer Android, there’s one thing we can all agreed on. Apple is the undisputed king of the product launch.

There’s the big debate over what the new products will be. The slow leaks out to the media and tech bloggers. Then comes the big day. Apple puts on a show with a keynote address by the CEO introducing  the new products. The company gets them up online at apple.com, and have you noticed what always tends to accompany them? Videos.

Product launch videos

That’s right, the undisputed king of product launches almost always has a video introducing the new merchandise to customers. The new iPhone models are no exception, but Apple did a little something different with these that everyone can learn from.

In the past, Apple’s videos were all focused on the finished product… what it looks like and what it can do. We got all sorts of  cool shots of the product spinning around on a white backdrop, tight shots of its components and screens, and sounds bites from the people who designed it.

We still get those things with the iPhone 5c and 5s, but now we get a little more… and I like it. Apple has decided to give us a look behind-the-scenes at how they’re made and the technology that makes them great.

Learning From the iPhone Product LaunchTaking viewers behind-the-scenes

It’s an especially smart move with the iPhone 5c (VIDEO) because it’s a whole new offering for Apple… an iPhone with a plastic cover.

When you’re putting a new spin on an existing and popular product, any little change is going to scrutinized. Apple shows you how to face it head-on. Instead of just telling you about how it’s made… they show you. They want customers to be comfortable with how it’s constructed, so they’ll have the same confidence in this version as they have others.

Taking viewers behind-the-scenes helps earn their trust… something every business is looking for from customers.

–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.

 

Key To Product Launch Marketing Plan Success

Posted on April 10th, 2013 | Leave a Comment

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 (premiumbeat.com). 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.

VIDEO IS SUPER FUN

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.

THIS IS GOING TO SUCK

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.

PRODUCT LAUNCH FIRST IMPRESSION

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.