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Citrix Systems and Intel Win World's Best Customer Video Contest
 Winners
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Winners of the World’s Best Customer Video Contest were announced at the 2011 Summit on Customer Engagement on March 2, 2011. They included the Citrix Systems video, "Citrix Innovation Award Winner - SNR Denton (formerly Sonnenschein Nath & Rosenthal LLP)," and the Intel customer video, "DreamWorks is Setting More Records," which won in the category of videos produced at a cost of $5,000 or less. Accepting on behalf of Citrix Systems was Pascale Royal, Manager, Customer Success Marketing and accepting for Intel was Rhett Livengood Director, Worldwide Enterprise Solution Sales Development.
"Customer videos have emerged as exceptionally powerful marketing tools," noted Bill Lee, Executive Director of the 2011 Summit and President of Customer Strategy Group. "Producing great ones is a fast developing field. We want to recognize—and learn from—emerging leaders like Intel and Citrix Systems."
The winners provide important lessons. First, producing great customer videos need not be expensive. The Citrix video was produced for less than $10,000 and the Intel video for less than $5,000. In addition, both videos excelled at telling the customer’s story, the challenge they faced, the solutions that addressed them, and the value they received. "And they did so very quickly. A business prospect who had no idea what Intel and Citrix Systems do would understand very quickly from the videos," says Lee.
Criteria for Judging
- How well does the video convey the business challenge faced by the customer?
- How well does it explain or (even better) show how your solution addressed the challenge?
- How well does it convey results and business benefits provided by your solution?
- How well does it convey emotional benefits to the customer? (Where the customers says things like "I could stop worrying," "I felt we were protected," "I got my time and my life back," etc.)
- How much of an impact did the video have on your target audience? (For example, did it increase demand generation on your website? Gain widespread industry notice? Were there other impacts to your business?)
- How well does it explain or (preferably) show what the solution did?
- How good was the video's overall look and feel?