ALL VIDEO CONTENT IS PRODUCED IN-HOUSE
Pictet was founded in Geneva, Switzerland in 1805. Since then, it has grown as a private bank that focuses on managing assets for ultra-high net worth individuals, such as European royalty and aristocracy, with a focus on “not reducing” assets, and in 1981 it opened an office in Tokyo. The Japanese corporation provides world-class asset management services as a base for the asset management division. In Japan, the company’s activities are centered on information sharing with financial institutions that act as sales agents and educating institutional and individual investors.
Mr. Kei Ito, General Manager of the Marketing Communications Department of the Marketing Division, says, “Pictet does not rely on a business model that makes profits from selling financial products and charging commissions. Continuous communication is important for customers and sales companies to understand our products and investment approach. That’s why we’ve started using videos,” he says.
The company started using videos for communication in 2012. In addition to introducing the products they handle and their investment strategies, they have also produced a variety of content in-house, including explanations of the global economy and market conditions, and basic investment knowledge. ‘Our company president always says that videos allow you to convey your message directly. That’s why videos are good,’ he says. Our educational content, which includes stock and investment trust videos, is very popular, and we are now on our 15th video. We often receive requests to send trainers to give training sessions based on our videos, and because the participants in these training sessions are expected to have understood the content of the videos beforehand, the training sessions are very satisfying for them” (Mitsuru Nakahara, Assistant Marketing Officer, Pictet Asset Management Japan Ltd.
IMPROVING THE VIEWING ENVIRONMENT AND ENHANCING ACCESS ANALYSIS FOR CLIENT COMPANIES
For several years after it started working with video, Pictet only distributed its videos on YouTube. However, while YouTube is free to use, it was impossible to achieve everything you wanted to do with it due to its specifications. There were also major problems. Some of the company’s clients were financial institutions that had viewing restrictions on general sites from a security perspective, so there were cases where YouTube content could not be viewed as part of their work. In addition, although they were hearing positive feedback, it was difficult to understand how much it was actually being used because they were unable to obtain viewing data.
In order to solve these issues, the company considered a video platform that would allow them to securely store and distribute video content. They tried using several different tools, but none of them fully met their needs, and they gradually stopped using them. They then re-examined several video platforms from the perspective of security and availability, and whether or not they could use viewing data for marketing analysis, and decided to adopt Brightcove’s Video Marketing Suite.
Nakahara says, “The Video Marketing Suite is easy to use, and the access analysis functions are outstanding. It is a suite product that has all the functions related to video marketing, and it also has a variety of sophisticated functions. It was also highly evaluated for its ability to perform marketing analysis in conjunction with Salesforce and Sitecore.
YOU CAN ALSO FIND OUT WHO, WHEN AND HOW PEOPLE WATCHED YOUR VIDEOS.
With the Video Marketing Suite, you can now manage all your videos comprehensively while taking advantage of the best features of both YouTube and Brightcove.
Mitsuru Nakahara
Assistant Marketing Officer, Marketing Division, Pictet Asset Management (Japan) Ltd.
Since implementing the system, the company has been making use of the advanced functions of the Video Marketing Suite in various aspects of its video communications. For example, Brightcove Live is used for live broadcasts of market analysis sessions held in the company’s studio every week. Videos uploaded to Youtube for B2C use are also managed centrally using the Video Marketing Suite, and can be posted and deleted via Brightcove Social. This minimizes operational errors, such as forgetting to delete videos with limited availability. “Ideally, videos for B2B should be distributed directly from Video Marketing Suite, which provides a highly reliable and secure environment. On the other hand, general investors are probably more familiar with Youtube. With Video Marketing Suite, we can now manage all videos comprehensively while taking advantage of the strengths of both platforms” (Nakahara)
They have also started to analyze marketing data. Using Brightcove Audience, they have been able to import viewing data into Salesforce. Salesforce already has a wealth of B2B customer information stored in it. This means that they can now not only see viewing rates, but also find out “who”, “when” and “how” people are watching their videos. By achieving this level of operation, they aim to analyze the effectiveness of their video communication to an even higher degree. They are also planning to link this with Sitecore in the near future, enabling them to combine viewer information with web audience information for analysis.
“We want to connect the various information we have in-house with the data on the results of our video communication, and accurately measure the impact of video on our business. Our department can also use this information to create better videos. We think that Video Marketing Suite is an extremely useful tool for this purpose” (Ito).
We will continue to improve the content itself so that it is even more needed by viewers. Mr. Nakahara says, “Video has many times more information than words. Our mission is to increase the number of people who understand and sympathize with the concept of asset preservation. For example, there are still some general investors who say that investment trusts are difficult to understand. We are thinking about creating content that will help people like this to understand investment trusts without using the term ‘investment trust’”.
