Video Clips: Insurance Branding Opportunity or Risk Nightmare?

A video with the wrong executive or customer can diminish an insurance firm’s brand and create significant risk. Fortunately, cloud-based sales enablement systems offer a solution.

(Image credit: Dollar Photo Club.)

Once a novelty, video content has swiftly become table stakes for insurance firms of all sizes and types. No modern firm is without multiple types of videos that are mixed and matched in marketing, sales, training and other presentations.

While essential to a modern insurance organization, videos also have a dark side. Improperly governed video content produces management challenges that can add considerable operational overhead.

More importantly, inappropriate video governance creates significant risks including:

Branding Risks: An outdated video can include incorrect information, such as an obsolete product version, leading customers and prospects to mistrust your organization. Since financial services companies are still struggling to rebuild trust post-GFC, this is not an insignificant concern.

Liability Risks: In most organizations, one of the most popular types of videos is the customer testimonial. Such videos are frequently presented as a full-length case study. But, clips from video case studies also get used for various purposes, meaning multiple fragments can become widely distributed and deployed. When a customer relationship changes, failure to delete all occurrences of a related video testimonial can lead to expensive legal action.

Fortunately, SaaS-based sales enablement solutions are coming to the rescue. Whether your organization operates across international borders or within a specific region, an advanced cloud-based sales enablement solution centralizes management and governance of any type of content – including videos – while also ensuring all user-created documents or other materials are brand-appropriate.

Cost-effective, secure and compliant, cloud-based sales enablement solutions are also fast to implement and provide business users with simplified document creation experiences. Advanced solutions offer features for properly governing video content such as:

Centralized Repository: With a centralized repository, only authorized employees can store or edit content. This helps ensure only brand-approved videos and video clips are available to all users. When a video becomes outdated or a spokesperson changes, it is removed from the content library.

Automatic Population: Solutions with the ability to automatically populate all related documents can make global changes whenever a piece of content, like a video, changes. Instead of sending a memo requesting all employees remove a specific video or video clip, the sales enablement solution simply replaces superseded videos with the correct content.

Consumerized Interface: Modern sales enablement solutions are built for mobility and touch-screen simplicity. Employees just pick from the video options presented based on the type of document and user credentials.

Compliance Tools: Robust solutions offer policy-centric compliance and audit capabilities. Once authorized videos are loaded into the repository, they can be classified according to company policies. Then, video options are presented to business users based on approved document templates and use cases. Naturally, audit trails and reports can be created for your compliance department, as well as for satisfying regulatory requirements.

Best of all, cloud-based sales enablement solutions help ensure all of your firm’s content is equally well governed. Whether it’s text, logos, data, images or videos, any type of content can be managed in a streamlined, compliant manner – without adding IT infrastructure complexity or administration costs.

In fact, many organizations discover SaaS-based sales enablement solutions can produce considerable savings related to managing and deploying content, while simultaneously eliminating significant branding, liability and other risks.

 

Doug Winter // Doug Winter is the founder and CEO of Seismic, a sales enablement platform vendor. Winter previously co-founded Objectiva Software Solutions, which was acquired by EMC Document Sciences in 2004. He was the COO and general manager at Document Sciences until founding Seismic in 2010. He holds a MSEE and an MBA from the Massachusetts Institute of Technology and a BSEE from Virginia Tech.

Comment (1)

  1. Aside from the relatively novel presence of video clips in insurers’ recent business offerings, as Mr. Winter points out in this rather self-serving article, there is no question that visual communications as such are assuming ever-increasing importance in many companies’ business strategies: See Richard Binhammer’s recent “VISUAL WEB DEVELOPMENTS & VISUAL COMMUNICATIONS STRATEGY” for an excellent & comprehensive discussion of this point (http://richardbinhammer.com/visual-web-developments-visual-web-visual-communications-strategy/).

    And while not making light in any respect of the several risks mentioned by Mr. Winter, I think the real risk is both more obvious & more, well, riskier, namely: How does the exploitation of visual communications fit w/ my existing digital & offline business strategy?

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