A Video Introduction to Cachematrix
Cachematrix is the world’s leading independent FinTech provider of liquidity investment management platforms.
- Client: Cachematrix
- Date: April 16, 2013
Cachematrix was trying to expand their marketshare by exploiting a need in the marketplace: a way for smaller banks to prevent losing clients to larger rivals because they don’t have the services their clients need as well as the implicit need to expand revenues.
The target audience already knew about the type of service Cachematrix offers, but does not see the value. Before we sell the target on Cachematrix, we must first sell the value of a portal in general.
The target is risk aversive so we must calm his fears and mitigate the risk as much as possible .
And the video itself needs to be concise because research showed that the attention span of people watching videos decreases with the length of the video. The value of Cachematrix will be expressed within the context of the value of portals in general. In this way we comes across as educational and consultative, while still getting the benefits of Cachematrix across.
In a video such as this, it is best to create “characters” with defined roles. (E.G. in apple you have the design guy talking to aesthetics, you have the UI guy empathizing with the user, you have the tech guy talking about the technical achievement, etc…) . The script will be written putting these three or four characters in motion.
We also need to break the video up into manageable sections .