The Relaunch of the Product Launch.
How video can replace in-person product launches and make them even more successful.
By Nick Ochoa
Remember when product launches were spectaculars?
In 1936, General Motors (GM) wanted to show off their product line to the masses. They created a roadshow with 8 streamlined big rigs called “Futurliners.” They were accompanied by all of GM’s latest models for the year. It was a product launch showstopper, traveling across the country, the Futurliners functioned as showrooms and stages. (One of the original 9 surviving Futurliners sold recently for $4 million dollars.)
It was elaborate in 1936 and might still be considered just as elaborate today. The auto industry has a history of annual product unveilings with Motorama’s of the 1950’s, famous “leaks” of images of the new year’s model in the 60’s and 70’s, modern day regional auto shows, commercials and more.
More recently, product launches, particularly in the tech sector, have been shindigs complete with press junkets, feverishly loyal fans, some glitz and glamour and plenty of orchestrated anticipation whipped up by the CEO in a keynote speech before thousands of attendees. (Think Steve Jobs.)
Acknowledging the challenges of today’s virtual product launches.
When the Covid 19 pandemic arrived, live events, including trade shows and product launches came to a hard stop. Soon after, with the help of live stream video and video on demand, these same live events went virtual. Virtualizing launches through video often means a much wider audience (often globally) than an in-person event or set of events. By using video to enable the product launch, the potential audience can grow exponentially — going from hundreds in an auditorium or conference hall to tens of thousands or even millions in a virtual world.
Ensuring all intended launch audiences can be reached and engaged wherever they are (and often whenever they are available) requires that video be produced and delivered reliably and practically. But launch teams often find themselves unable to execute a flawless user experience securely and at scale.
When live and on-demand video launch events encounter user experience, accessibility, quality, bandwidth, security, and other issues, it creates frustration with audience and stakeholders, lessens the impact, credibility, and adoption of the new offering and the organization’s reputation to meet customer needs.
4 keys to a successful virtual product launch.
- The first key is to use a video platform that guarantees flawless delivery at scale (50,000, 100,000 or more.)
- The second is to ensure that platform has advanced analytics in order to measure user engagement of your content and to track network bandwidth to mitigatenetwork technical difficulties like buffering.
- The third is to ensure that platform that has inherent contentsecurity builtin.
- The fourth is to ensure that platform that can integrate within the most complex of environments.
Qumu provides a two-way communication between executives and globally distributed employees, investors, and board members, supporting tens of thousands of concurrent users with no loss of performance or broadcast quality. It allows global organizations to reach large and remote audiences, while maintaining optimal video quality and maximum uptime. Through the use of edge devices and transcoded video streams, viewers experience a high-quality broadcast that is maximized to their device file type and bitrate—whether they are participating on standard office workstations, personal mobile devices or Virtual Desktop Interfaces (VDIs). Qumu’s webcasting creates a personal connection between executives and their intended audience during live streaming events. And Qumu’s on-demand video enables executives to engage their customers, investors, and board members beyond the townhall or product launch, wherever they are and when the time is right for them, delivering a contextual experience the traditional product launch event cannot.
Qumu has been making video smarter with its video engagement platform serving the Fortune 500 and Tech 1000. Qumu has committed to a 100% remote workforce that works from wherever, whenever, forever. Qumu is commitment to bringing value to video content.
Nick Ochoa is VP. Product Marketing, Qumu Corporation