In B2B communications, marketers are continually challenged to nurture prospects and build trust by providing “remarkable content.” And research shows that content is most engaging when it is in a visual format like a video:
- Prospects retain 80% of what they see but only 20% of what they read.
- 90% of information that’s transmitted to the brain is visual.
- Visitors read only 28% of words on a web page.
- 65% of the population are visual learners.
Animatic videos are the rock stars of B2B content, but they are still underused. Truly effective explainer videos can be challenging for B2B marketers because their “stories” are very complex. In order to tell a clear, compelling story, the videos need to communicate a lot of information – often very technical – in only a few minutes.
Also, videos usually need to explain much more than how products or services work. They also have to build a case for why they are needed in the first place.
The “building a case” part typically requires educating prospects about scientific or technical subject matter. It also might include research results, explanation of recent regulations or findings, and other complex topics. What’s more, many of these topics are abstract and therefore very difficult to capture and explain with live video.
That’s why animatics are a great option. Animatics are animated vignettes that bring concepts to life by presenting them in a simple, visually interesting way. Think of them as moving infographics. Shapes, graphics, colors, and text are combined and animated to explain the topic. When paired with a voice over, it is an incredibly effective way to deliver information so your prospects “get it!”
B2B Marketing Communication Examples:
Nilfisk animatic video series builds awareness and demand
Our client Nilfisk manufactures and markets industrial vacuum cleaners to large manufacturers in many industries. These specialized vacuums remove combustible dust that can spark fires and explosions.
Myth vs. Fact: Combustible Dust Animatic Video
Myth vs. Fact: Explosion-Proof Vacuum Animatic Video
The marketing challenge is that many manufacturers aren’t aware they have this potential hazard or that their business is required by law to deal with it. They don’t know they are facing hefty fines.
Nilfisk needed an engaging way to build awareness of this issue and bring facility managers up to speed on the latest legislation.
Schubert b2b crafted a series of three 3-minute animatics that present the information in small chunks. We used a “Myth vs. Fact” theme to clearly drive the main points home. The videos were marketed with online advertising in safety and health trade publications and newsletter sponsorships.
The videos were not only of interest to prospective customers, but they also helped educate Nilfisk employees! For B2B communications, animatic videos may be the cost-effective video option to create content that’s truly valuable.
All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all tactics, the programs become more effective and cost efficient. An Integrated marketing communication plan helps you meet real business objectives – generate leads, grow revenues, gain market share, and become the leading brand.
Chris Henneghan is one of Schubert’s longest-standing employees, starting with the agency in 1987. She now serves as Senior Vice President and Brand Strategist. Chris is a Notre Dame grad and enjoys tennis, golf, hiking and reading.