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V magistrskem delu je bil izdelan promocijski video interiernih avtomatskih drsnih vrat product line 400 podjetja Doorson, s katerim se je želelo povečati povpraševanje strank po omenjenem proizvodu. Podatki so bili pridobljeni iz različnih stopenj razvoja proizvoda, pregleda konkurenčnega trga in izvedene ankete. Na podlagi analitično zbranih podatkov je bil izdelan vsebinski scenarij, ki je bil v pomoč pri snemanju in montaži promocijskega videa. Izdelan promocijski video je bil nato oglaševan na različnih komunikacijskih kanalih, kot so: sejem BAU 2017 v Mü nchnu, na YouTube, spletnem mestu podjetja Doorson, družbenih omrežjih in neposredni elektronski novici, oblikovani v spletni aplikaciji Mailchimp. Rezultati so pokazali, da se je na podlagi objave promocijskega videa na sejmu, družbenih omrežjih, spletnem mestu in pošiljanju neposredne pošte, zanimanje za interierna avtomatska drsna vrata product line 400 dvignilo za 50 %, prav tako pa je bilo ugotovljeno, da se lahko z njim predstavi enostavna uporaba proizvoda. Kot nadgradnjo bi priporočali izdelavo še enega videa, v katerem bi bile podrobneje predstavljene tehnične lastnosti proizvoda. Na podlagi pridobljenih rezultatov zaključujemo, da je promocijski video dobro marketinško orodje, s katerim hitro in učinkovito dosežemo bodoče kupce. The master's thesis presents a promotional video of interior automatic sliding doors product line 400 by company Doorson, the purpose of which was to increase customer demand for the mentioned product. The data was obtained by means of various product development stages, competitive market analysis and the conducted survey. A content script, which was of assistance with promotional video production and editing, was made by means of analysing the obtained data. Next, the promotional video was advertised on various communication channels, such as BAU 2017 Munich fair, YouTube, Doorson company webpage, social media and through e-mail newsletters designed by means of Mailchimp application. The findings have shown that customers' interest in the interior automatic sliding doors product line 400 increased by 50% due to the promotional video displayed at the fair, on social media, webpage and by sending direct e-mails. Additional findings indicate that the promotional video is a valuable tool for presenting the product's easy usage. As an upgrade, it is recommended to compile another video that would present the technical features of the product in more detail. Based on the obtained results, it can be concluded that a promotional video is a valuable marketing tool that reaches potential customers in a quick and effective way. |
