New England Coaching's new product is The Possibility Board, a web-based interactive tool that helps people create and execute their Life Plan by setting goals, small and large, and then achieving those goals. NEC engaged Yes! MediaWorks to create a webinar-style video that would do three things:
- Demonstrate to potential users how the Possibility Board works
- Teach customers how to use it
- Reinforce the quality and professionalism of the New England Coaching brand
"We could have made a webinar ourselves," said New England Coaching founder & CEO Bill Sex. "That's not hard. But the quality of our brand is very important to us. It's all about the power of perception, and we want people to perceive us as a professional company with professional products and services."
To achieve the first two goals - demonstrate and teach - NEC needed a video that combined screenshots of the product in action with slates that pointed out features and benefits:
- Using animations rather than static Powerpoint-style slates was important to foster viewer engagement, along with a sense of excitement about what the product can do.
- On screenshots of the product in action - zooms and pans were important to help the viewer focus on where the cursor was clicking.
To achieve the third goal - quality and professionalism - several elements were needed:
- Good graphics and video. The graphics were created on a colorful branded background. The video is smooth. Borders are clean and correct.
- Good audio. When audio is not professionally created, it sounds tinny or hollow, and can have noise in the background - usually a hiss or a hum. Sometimes the voice can be distorted by a bad microphone. Professionally-created sound is clean, without extraneous noise or poor sound quality. The excellence of the sound on The Possibility Board video contributes to the overall perception of quality.
- Professional voice narration. A voice artist delivers a clean, crisp narration, with emphasis on the correct words, a good pace, and no additional sounds (like ums, background noises, etc.)
- Background music. Background music is an option, not a requirement. In this case, adding the correct music at a soft level adds to the perception of the product as easy to use, fun, and rewarding.
The NEC video has achieved its goals. "It's helped people understand how the product actually works," said Bill Sex, "and it really gives a good overview. And it also conveys the correct perception of New England Coaching. We want to provide a professional perception in everything our company does, and that includes products, services and interactions. The video does that, and does it well."