It’s estimated that more than 30,000 new consumer products are introduced to the marketplace every year. Platforms like Kickstarter and Indiegogo are popping up left and right to help entrepreneurs fund their fresh ideas. The opportunities to succeed in the marketplace are there, but if you want to break through the noise, you have to be able to tell your story well. There’s no better way to do that than with a killer product launch video.
Creating an Effective Product Launch Video
Recently we had the opportunity to help Jay Stewart, Founder of RazorKeep, produce a video for his Kickstarter campaign. Jay has set out to solve a problem the majority of adults face – constantly replacing expensive razor cartridges because they deteriorate and become ineffective after only a handful of shaves. Jay’s razor maintenance system has been proven to be effective and he was eager to ramp up production by rolling out a new canister design that will be manufactured in America.
When Jay approached us about producing the feature video on his Kickstarter page we knew we needed to take a methodical approach to deliver an effective product video. It required plenty of time in discovery with Jay and a good bit of collaboration in the planning phase. We had to pay very careful attention to detail on each shoot and ensure the final edit brought all of the necessary components together.
From our perspective, a product launch video needs three key components to be effective.
1. A Strong, Concise Script
Everything begins with a solid script. Simply start with an outline. At The Marketing Squad, this happens in our project kickoff meeting. Once we’ve asked enough questions to gain a full understanding of the product’s features, benefits, and differentiators we’ll move to a whiteboard and begin framing up the script.
What are the major points we need to communicate? What is the exact problem this product seeks to solve? Is there a story to tell? Does the inventor have a deeper “why” that motivates them? What are the benefits that we need to drive home?
With an agreed-upon outline in place, the collaboration continues as we begin fleshing out the script. We take several passes at editing the script, giving the client plenty of opportunities to inject their unique voice into the messaging. With a final approved script, the real fun begins.
2. A Comprehensive Storyboard
There’s a temptation to jump directly from the approved script to shooting the video, but you’d be missing a crucial step. Take time to storyboard every scene of your product video. Begin by chopping your script up into sections and pieces, considering the visuals that will support each point. Give as much detail and notes on each sketch as is necessary to inform your shoot day. Are you including text on the screen? Is the camera going to pan, push, or pull? Is the audio coming from a voiceover or the onscreen talent?
A thorough storyboard review process should give a good impression of the overall flow and tone of the video. It is also helpful in this step to agree upon the design style for any lower thirds or full-screen graphics. What fonts, colors, textures, etc. fit the product and brand you are promoting?
3. Experienced Onscreen and Voiceover Talent
Not to be underestimated is the value of experienced onscreen talent. Friends and family may serve you well as extras, but if your video calls for someone to demonstrate your product or drive home your value proposition, then it’s worth the extra effort to find experienced talent. For Jay’s RazorKeep video we worked with a local actor with stage and television experience. He took time before the shoot to review the script and internalize the message we wanted to communicate. He also understood the importance of continuity between shots and helped to ensure that we would not run into issues in the editing phase.
The same is true for voiceover talent. While it’s great to have someone local who you can coach through the read, you can also find professionals with experience online. Capturing quality audio in a controlled environment with voice talent who appreciates pacing, inflection, and tone will go a long way to bringing your product video to life.
Attention to detail is key. Checking these three boxes is essential to breaking through the noise of the crowd and appealing to your potential customer base. Jay was proud of the video we produced for him and he had these kind words for us.
“I felt really good about their whole creation process but I was amazed at how they were able to take the vision that I had for my Kickstarter video and make it real. The Squad was able nail my story and message better than I imagined.” – Jay Stewart, RazorKeep
Do you have a product you’re eager to bring to market? We’d love to help Tell Your Story. We can help craft your branding, design and develop your website, produce your product video, and even give you some marketing pointers. Connect with us today!