2-Minute Explainers™ Open Doors For IT Marketers Selling Hard-to-Explain Products
Narrated Flash videos "turn confused leads into eager prospects" (MarketingSherpa) on the web, at trade shows, and in presentations
(PRWEB) October 27, 2005 -- When Fiserv Insurance Solutions (http://www.fiservinsurance.com/products/businessprocessmanagement) set out to introduce the concept of SOA-based business process management to customers in the insurance industry, they chose to use a narrated Flash video called a “2-Minute Explainer(TM).” The approach was so successful, they soon ordered Explainers to help launch new Java/XML-based policy and billing systems.
DataSynapse (http://www.datasnapse.com) used a 2-Minute Explainer to introduce their grid-computing product, GridServer, in January 2005; and again in September for a new product, FabricServer, designed for transaction-intensive web applications. According to DataSynapse’s Chief Marketing Officer Kelly Vizzini, “Two-Minute Explainers give our field force a powerful, visual tool that makes a complex concept simple to understand.”
2-Minute Explainers are the brainchild of New York marketing communication firm Business Information Graphics, which has producing business multimedia since 1986.
“Explainers set out to accomplish one objective,” says company president Bruce McKenzie: “show a person with a specific business problem that your solution is worth discussing.” On-line case study publisher MarketingSherpa headlined a study of the 2-Minute Explainer used by Ultimus (http://ultimus.com/) to introduce a BPM product “Two Minute Explainer Turns Confused Leads into Eager Prospects.” (http://library.marketingsherpa.com/barrier.cfm?ContentID=2958)
McKenzie and partner Lorna Pautzke, both MBAs in marketing, enforce the two-minute limit by replacing words with graphics and animations. “We have to keep it under 300 words,” says McKenzie, “which helps eliminate fluff.”
The company’s website (http://www.2MinuteExplainer.com) has sample Explainers dealing with software for lean manufacturing, network intrusion prevention, healthcare revenue cycle management, search engine marketing, field service maintenance, business process management, and integrated network management, among others.
About Business Information Graphics
Business Information Graphics was formed in 1986 to provide editorial and multimedia services for business-to-business marketing communication. Samples of 2-Minute Explainers and other projects are at http://www.2MinuteExplainer.com/projects.html. 2-Minute Explainer is a registered trademark of Business Information Graphics, Inc.
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