“A decision is said to be made when an
individual selects a course of action from two or more alternative choices.”
There are various stages in consumer decision making in
selecting explainer videos:
Problem
recognition: A consumer identifies various problems
in his firm and recognises the need to buy an explainer video.
Generally the various problems of many
firms that lead to the purchasing of explainer videos are:
a)
When start-ups face the problem
that the owner himself is managing both sales and marketing
b)
When the company wants to
impress the consumer within very little time.
c)
When it is difficult to
accomplish the task of making the customer understand the benefits of the
product through using just text or traditional marketing materials.
d)
When it is necessary to get
ranked with a better rank by the search engine optimization companies like Google.
e)
When the company is interested
to promote its product aggressively in social media.
Information
to be known by the Company: The company will make a
study of and analyse the business environment, to decide about what sort of explainer
video is required by them.
The following information is worth knowing
by the company in case of explainer videos:
1.Freezing
of the requirements:The company must freeze its
requirements before taking a decision as
to whether an explainer video is needed by them and if yes, what kind of video
is required by them. For freezing of requirements the following points must be
noted down.
a.Clarity about the target audience: The company needs to be clear about What is its target market and
what kind of videos are required by them. There are 3 major aspects upon which
the company must have clarity of thought. They are:
·
Customer: The Company must have a good
idea about what sort of people are their customers, such as whether they are
professionals or general public or businessmen etc.
·
Content: The Company must be clear about
what is all the information about the product, that the client needs to know.
·
Communicate: The Company must be aware
of the way of communication through video, or in other words, whether they
require videos that consist of motion graphics/character animations/Whiteboard
animations etc.
b.Platforms: Another
important aspect is, the company must understand what are the platforms through
which it is planning to reach the clients, like B2B presentations or placing
the video on its website etc.
c. Call to action to be followed up: The company must have information about what is the call to action
to be followed up from its potential
customers, after watching the explainer video, such as Call back request or
dropping a mail to the company etc.
2.Defining
the content to the point: When we see an explainer
video, our brain exhibits eagerness to watch it, because we remember the good
old days of hearing to stories. The company must understand that , explainer
videos stand a better chance of getting watched and therefore must ensure that
the content in the video is, to the point and wins the attraction of the client
within short span of time.
3.Tailor
made explainer videos as per your Brand identity:
Because of explainer videos you can be able to give a tailor made solution to
the client in such a way that it excites, resonates and persuades the viewer to
purchase your services. Sometimes,it may be difficult to establish your brand
identity with the traditional methods of advertising.It is here that the
explainer videos come for your rescue, by enabling you to present your brand
story in a way you have imagined. The company must be clear about, how to
position itself in the minds of the
client.
4.How
to simplify your products complexities : Explainer
video’s can explain the complexities in the product, such as technology, final
benefit to customer in an easy to grasp manner. The companies must understand
that the customer will feel that he needs the product, if he is explained about
the product through explainer videos in such a way that he understands the uses
of the product.
Evaluation
among metrics for good quality video: The company
will evaluate between various alternatives among metrics required for a good
quality video such as Voice over tone, animation etc.
The company should have clear understanding
of what does an explainer video mean to them and on what basis they are going
to evaluate the quality of the videos (Certain parameters) and choose the best
video among the available alternatives.
HOW WILL CHITRAKARS CATER TO THE
REQUIREMENTS OF THE CUSTOMER BY MODIFYING ITS OFFERING?
The chitrakars will respond to the
requirements of the company by adjusting the marketing mix which consists of:
Video Product
Price
Place
and
Promotion
It means that we will offer a right product
(A good video), at right price and right place (the mechanism through which the
videos are exchanged with revenue from the company), along with right promotion
technique.
By adjusting the marketing mix the
chitrakars will change the offering made to the company that is looking for
explainer videos.
Decision making process in case of explainer videos
Reviewed by The Chitrakars
on
October 25, 2017
Rating:
Reviewed by The Chitrakars
on
October 25, 2017
Rating:
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