Month: August 2016

How to Use Video to Convey Your Message in 3 Minutes or Less

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The results are in, and BNP Solution’s latest research, Online Video in a B2B World, shows that B2B marketers have a big opportunity to engage customers and clients. Sixty-seven percent of B2B consumers surveyed who responded said they watched video at least a couple of times per month, with 28 percent of those watching online B2B videos more frequently. Of those who watched online videos, 97 percent took some sort of follow-up action, such as sharing information, investigating products and companies further, or discussing the information with someone else.

Video is a big opportunity, but the survey also found that B2B consumers don’t have a lot of patience for long ones. Three to 5 minutes is the maximum length most respondents wanted to watch at a time. You’re probably thinking, “3 to 5 minutes? What could I possibly convey in such a short time?” A lot, actually. Consider these examples:

Here’s a 3-minute video from Southwest Airlines showing how their planes get de-iced. Fascinating stuff.

In this 3-minute video from Google, Matt Cutts quickly and clearly answers a user’s question about what the keyword density of a page should be. (Spoiler alert: There isn’t one.)

This case study video from Slack compellingly conveys the value of its workplace collaboration platform in about 2 minutes.

And finally, here’s a 3-minute video from IBM explaining the Internet of Things.

Here’s how to use video to convey your message quickly:

Rely on visuals: Video is the next best thing to being there, which means you need fewer words to get your point across. For example, flash a company logo and title of the video at the beginning of the video instead of incorporating that information into the script.

Cut to the chase: Forget lengthy introductions; engaging B2B videos grab attention early on and focus quickly on the topic.

Have a narrow focus: Don’t try to do too much with any one video. If it’s a product demonstration or how-to, focus on one feature or a couple of related ones at a time.

Be straightforward: If you want a video to go viral, it’s always helpful to be funny. But BNP Media’s research results show that funny isn’t what B2B consumers are looking for. Instead, respondents preferred an educational or professional approach (83 percent) over humorous (35 percent) or inspirational (28 percent). They also preferred a serious or neutral tone over something comedic.

BNP Media Gold Sponsor for Make-A-Wish Michigan’s 2016 Wish Ball

22656825553_bb25bc0b5d_o[1]Photo courtesy of Peace Love Michigan Photography

TROY, Mich., August 18, 2016 — A premier black-tie gala benefiting Make-A-Wish® Michigan will return to Metro Detroit on Saturday, Nov. 12, 2016 at the MGM Grand Detroit with Troy, Michigan-based BNP Media as one of the event’s Gold Sponsors.

The theme for this year’s Wish Ball – Southeast Michigan is “REACHING FOR THE STARS” as guests join Make-A-Wish Michigan to celebrate making wishes come true for Michigan children with life-threatening medical conditions.

The Gold Sponsorship represents a donation of $15,000 made by BNP Media to Make-A-Wish Michigan. BNP Media was also a Gold Sponsor of the 2015 Wish Ball – Southeast Michigan.

“We’re thrilled to have BNP Media as a Gold Sponsor for Wish Ball – Southeast Michigan,” said Karen Davis, president & CEO of Make-A-Wish Michigan. “At this year’s Wish Ball we will share the power of a wish® with guests as we raise funds to grant future wishes. It’s through the support of our Michigan community, including great corporate friends, that we are able to grant life-changing wishes to Michigan children and bring hope, strength and joy at a time when they need it most.”

“All of us at BNP Media feel privileged to be able to once again support the children, their families and caregivers touched by Make-A-Wish Michigan,” said BNP Media co-CEOs Harper, Mitchell and Taggart Henderson, adding “As we watch our own families grow, we appreciate more and more the power of fulfilling a wish for a child and helping their family.” Co-CEO Mitchell Henderson also made a generous personal contribution to Make-A-Wish Michigan.

The evening will feature a cocktail reception at 6 p.m., dinner at 7:30 p.m. and, beginning at 9 p.m., the evening’s formal program and a live auction; all followed by live entertainment and dancing. More than 500 guests are expected to attend.  For more information about the 2016 Wish Ball, please visit:

Make-A-Wish® Michigan grants the wishes of children with life-threatening medical conditions. Since 1984, Make-A-Wish Michigan has granted more than 8,500 wishes. This year, the organization expects to grant wishes to 440 Michigan children.

According to a 2011 U.S. study of wish impact conducted by Make-A-Wish® America, most health professionals surveyed believe a wish-come-true can have positive impacts on the health of children. Kids say wishes give them renewed strength to fight their illnesses, and their parents say these experiences help strengthen the entire family.

Based in Brighton, Mich., with an office in Grand Rapids, Make-A-Wish Michigan is funded through community support. More than 80 percent of each dollar spent benefits the Michigan wish-granting program. Visit to learn more.

About BNP Media: BNP Media is one of the country’s leading business-to-business media companies serving industry professionals across 50+ industries through magazines, custom media, e-newsletters, websites, conferences, events, continuing education and market research. BNP Media is committed to helping professionals across the world succeed in business by providing superior information.  Founded in 1926, BNP Media is a fourth-generation, family-run business headquartered in Troy, Michigan with regional offices around the country. To learn more, visit


Key to Marketing Success During Economic Downturns

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In a previous post, we explored how history teaches, time after time, that the savvy marketer invests in advertising during economic downtimes. When the economy sputters, businesses look for places to make cuts. But research dating back a century reveals that advertising and marketing efforts aren’t the right places for cost-cutting.

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Best Practices for Utilizing Online Video in Your Marketing Campaign

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To better understand the types of video B2B marketers should focus on, BNP’s recent survey, Online Video in a B2B World, explored the formats, approaches and topics business decision makers prefer when viewing work-related video.

Among industry-related online videos, this chart ranks the types of content respondents were looking for:


The findings reveal a clear preference business customers have for marketing-related video: Make your video helpful, not promotional.

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The Smart Way to Start a Product Podcast

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Podcasts have been known to confuse users. It was taking consumers so long to figure out what podcasting was that, by 2014, there was a parade of tech pundits predicting the demise of podcasting. And then along came the breakout success of “Serial” from the creators of public radio’s “This American Life.”

Consumers quickly realized that podcasts were like on-demand radio or a radio show that you could subscribe to. Soon, a growing number of consumers realized it was like a website, but instead subscribing to or following articles, they could subscribe to episodes.

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