Thursday, August 11, 2011, 9:45 AM ET|Posted by Will RichmondFor small-to-medium sized businesses looking to augment their online presence with high-quality video, the process can be daunting. How to find a qualified video producer? How to avoid getting overcharged? How to carve out time to manage the process without it becoming a huge distraction? And so on. Still, many SMBs recognize that with video usage exploding, and consumer expectations rising, having a video(s) to explain their product, service or approach is fast becoming as essential as having a web site.
These are the problems that Vancouver-based BBN3 (part of SoMedia Networks) is addressing with a new template-driven, cloud-based video production process that aims to resolve all the relevant cost, reach and project management issues, thereby unlocking video production at massive scale. BBN3 has created hundreds of videos for SMBs since March through its platform (examples here). Last week, Travis Moss, BBN3's VP of Business Development walked me through a step-by-step demo of their platform.
BBN3 works solely through resellers, offering 3 different video templates (profile, testimonial and advertisement) in 3 different lengths, 30, 60 and 90 seconds. BBN3's pricing starts at $499, which resellers typically mark up 50-100%. Once the reseller closes an order, the customer engages with a BBN3 video producer through a self-service work flow portal. BBN3 aims to gather as much information as possible from the customer including staff who will be interviewed and their roles, topics to cover, specific shots to be featured and other details. The video shoot date is booked, logos are uploaded and the customer agrees to terms.
Then the producer creates the assignment, identifies a videographer from one of 22 different geographic hubs in North America and assigns the project. Once the shoot is done, a centralized editing team takes over. BBN3 aims to book the shoot within 5 days of the order being placed and have a first edit available for review in 10 days. The customer can view the video, make edit recommendations and review updates through a screening room. When the video is final, the customer gets the video files and the reseller is notified the project is complete.
The work flow is quite impressive, addressing the smallest details of how customers would actually engage in order to preempt as many questions as possible. Travis repeatedly emphasized that systematizing the video production process is BBN3's number one goal. From a competitive standpoint, BBN3 reminds me of StudioNow and TurnHere. Travis said that since StudioNow was acquired by AOL, BBN3 hasn't seen them in the market as much. He also sees BBN3's platform as more extensive than TurnHere's, which also has its own sales team, unlike BBN3.
BBN3 sees its role as part of a larger advertising ecosystem assisting SMBs market themselves effectively in the digital age. For example, when you think about the growing influence that Groupon, Living Social and other coupon/daily deals sites are having on local commerce, differentiators like video become even more meaningful. By focusing on scalable video production, BBN3 is helping make high-quality video affordable and a greater part of SMBs' online experience.