Why Produce Multiple Sales Videos? Because There’s More Than One Reason Why People Buy.
No matter what product you sell—CPG, real estate, insurance, services—sales videos have changed how you do your job. They’ve fundamentally changed the way people buy.
Nowdays, customers start researching purchases long before setting foot in a store.
Before talking to anyone in sales, the average consumer has already done Google searches, compared brands, and checked out product features. Quite often, on a smartphone (here’s an earlier post about that).
And of course, they’ve watched videos. Lots of sales videos, brand videos, product demos, testimonials and more.
There’s just one problem. Different people buy for different reasons. One video can’t possibly appeal to everyone.
That’s the idea behind customer segmentation.
Marketers study their customers, and use data to divide them into segments. Different age groups. Different ethnicities. Then they develop selling points for each of those disparate groups.
The same approach works for B2C as well as B2B.
Using customer segmentation, sales videos can be altered to appeal to different audiences, and it can be done cost effectively. Different VOs, different supers and title cards, different testimonials.
The end result—multiple sales videos can be produced for much less than the cost of separate productions.
Segmented Sales Videos
Here’s an example. Yancey Brothers is the oldest Catapillar dealer in the Southeast. They needed to hire heavy machinery mechanics, which are hard to find.
So we targeted three different segments—high school graduates, ex-military, and experienced mechanics already working for their competitors.
For each segment, we emphasized different benefits, from training programs to base pay.
Of course, this approach doesn’t just work for recruiting campaigns. It can work for any type of product or service.
Hyper Targeted CTAs
Every marketer knows the Call To Action, or Offer, is the most important element to a sales video. The more the customer likes the offer, the greater the chance of a sale.
With customer segmentation, you can customize the offer for each audience.
Harrah’s Casino does a great job of this. They track customer preferences and purchases, so they know which guests enjoy blackjack, the drinks they like, the food they eat, and which shows they bought tickets for.
Then using that data, they create targeted, focused email campaigns, sales videos and more, with special offers and discounts based on previous behavior.
In other words, Harrah’s doesn’t gamble with their marketing dollars. They don’t offer steak dinners to vegetarians, or discounted show tickets to people who hate musicals.
That’s the beauty of customer segmentation.
ABOUT THE AUTHOR
Harry Hayes is the owner and executive producer at Content Puppy Productions. Before starting his business, he spent 20+ years as an advertising writer and creative director.