7
Evaluation
Loyalty
At the evaluation stage, customers are ready to dive more
Because existing customers are worth a
deeply into their assessment of your product. They are
great deal, savvy marketers continue to
looking for validation and trying to determine if the product
invest in the customer relationship long
can be applied to meet their needs.
after purchase. Whether the application is product information, training, ongoing
During the evaluation stage, online video can help tell your
thought leadership, or strategic business
story more effectively. Longer-form video presentations
content, video offers a compelling way to
that present product functionality, describe benefits and
maintain customer loyalty and continuing
show products being used are a compelling way to help
engagement.
customers understand and evaluate your products. With the latest online video technology, these on-demand videos can
One of Adobe’s most powerful tactics for
be full-screen presentations at HD quality, providing your
building loyalty among their most influential
viewers a rich and immersive experience.
customers is their annual user conference, Adobe Max. Each year, Max brings together
At this stage, customer case studies are one of the best ways
thousands of Adobe users with hundreds
to persuade prospective buyers of the value of your offering.
of sessions and presentations. But Adobe
Traditional written case studies are often dry, and fail to
realized that once a year was not enough
connect with buyers at both an intellectual and an emotional
to accommodate their customer base; the
level. With video, you can bring your case studies to life and
demand for sessions outpaced capacity
let your existing customers sell your products and services
at the live event, so they developed an
for you.
online video version of the conference that presents content from the conference sessions as well as other sessions produced throughout the year.
Evaluation Toolbox In-depth product information Customer case studies Thought leadership content
In addition to online conferences and information, companies are also using video for recurring podcasts to customers, as content in customer newsletters, and as the foundation for delivering on-demand, online training and information.
Loyalty Toolbox On-demand video of executive speeches Online user conferences Training and education Video podcasts Š 2008 Brightcove Inc. All rights reserved.