1. SELLING ENTERPRISES ON
VIDEO PRODUCTION:
AN INTEGRATOR’S GUIDE
By Ellen Camloh and James Careless
For systems integrators, selling in-house video
production capability to enterprise clients is the next big
opportunity. AV systems are now available that integrate
multiple video production capabilities typically found
in broadcast studios. Now even the smallest enterprise
clients can create professional grade, in-house videos
quickly and cost effectively.
1 Color - 0 Cyan / 100 Magenta / 99 Yellow / 4 Black
a partner of and

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Introduction
Video is making substantial inroads with enterprise clients, ranging from small start-
ups to Fortune 500 companies. Corporate communications departments email videos of
their CEOs delivering the latest news and strategic messaging to staff. Human resources
departments shoot training videos that are shared with branch offices and offered on the
company’s internal website. Marketing teams create videos to promote new products and
services to customers, posting them to Facebook, Twitter, and YouTube to create buzz.
“Companies now value video as a highly effective tool for both internal and external
communication,” says Tom Navaro, regional sales director with AVI Systems Inc., a system
integrator based in Minneapolis, MN. “With the explosion of social media outlets, being
able to present a professionally produced video with a quick turnaround has gained
importance among many companies.”
The takeaway—Video is becoming an essential part of the enterprise’s business activities,
stretching across all aspects of the enterprise’s various departments.
At the same time, audience’s viewing habits are raising the bar for enterprise video. If a
program—even a simple CEO chat—doesn’t meet viewer expectations for visuals, sound
quality, and even on-camera professionalism, then the communication is ineffective.
Enterprise customers are motivated to do videos that hold people’s attention more
effectively through higher production values that mirror professional video standards.
Rather than leave this rich field to high-end broadcast engineers, savvy systems
integrators are embracing the opportunity to make video less intimidating and more cost
effective for corporate users. Offering all-in-one, multi-camera solutions to enterprise
clients is one area integrators are finding success in this sector, which they say tends to be
well-funded and stable in contrast to other verticals. Replacing racks of conventional video
equipment, multi-camera production systems now integrate components such as camera
switching, AV mixing, clip playback, CG graphics and titles, recording, and streaming. This
essentially helps enterprise customers create an entire video studio at their desktops and
bypass expensive outsourcing for almost any production task. In addition, it also helps to
create long-term, ongoing relationships with enterprise clients.
“ You can’t show people what
today’s all-in-one video
production systems can do over
the phone.”
Allan Barnwell
Omega Broadcast Group
“ Our ability to create video
content quickly and very
affordably makes a real difference
to the quality of our healthcare.”
Matt Bryson
Phoenix Children’s Hospital

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In a recent report, the video consulting firm
ReelnReel (www.reelnreel.com) projects the value
of the global enterprise video market to grow from
$13.01 billion in 2014 to $32.87 billion in 2019.
According to the report, “enterprises have been
witnessing a growing need for video interfaces
in communication, due to its ability to improve
productivity and outreach.” The report claims
“enterprise video brings flexibility in remote
working conditions and reduces the overall capital
expenditure.” As they spend more on enterprise
video, businesses are seeking ways to produce
this content more cost effectively by bringing this
capability in-house.
Adding multi-camera mixing to existing AV and
IT infrastructure is not as big a leap for many
enterprise companies as they think. Their staff
members are often already comfortable with using
presentation software, shooting their own YouTube
videos, and facilitating live Skype chats or internal
messaging. Adding a computer-connected device
that uses existing AV resources allows them to
create more polished, multi-camera versions
of the same videos. This is the next logical
step, especially when this equipment plugs into
network-connected computers with which they
already demonstrate a level of comfort.
Enterprise clients are also aware that professional
grade-looking, multi-camera videos that tell a story
in an interesting and entertaining manner are far
more likely to keep people an audience watching
than single-camera, poorly-lit shoots of talking
heads. This is true not only for media publishers or
high-visibility tech brands, but also for companies
across broad industry niches.
The healthcare sector is one area “where money
is really being spent on installing in-house video
production systems,” says Darryl H. Newman. He
is a streaming video and multi-camera production
specialist at Videotex Systems, Inc., a systems
integrator based in Dallas, TX. “Hospitals and
medical facilities”—even those without video
professionals on staff—“have really grasped how
easy it is to produce and distribute multi-camera
shoots for their internal video needs and external
PR, distance learning linkups, and multi-site
videoconferences,” he says. In the case of all-in-one,
multi-camera systems, “some buy twice as many
units as they require since medical facilities believe
in having redundant systems.”
Phoenix Children’s Hospital (PCH) creates live
interactive TV game shows for its young patients. “As
the hospital’s sole video person, I can easily shoot a
live, multi-camera game show that is distributed to
our patients’ rooms via our CCTV network,” says Matt
Bryson, a zone production specialist with PCH’s Child
Life Zone production facility. “We also broadcast the
live entertainers who perform in our concert space
hospital wide so that nobody gets left out.”
The ability to do video in-house allows enterprise
users such as PCH to come up with unique and
relevant applications tailored to their needs and
based on their experience. “Our ability to create
video content quickly and very affordably makes
a real difference to the quality of our healthcare,”
Bryson says. “Our videos boost our patients’ morale,
which helps them heal sooner and more completely.”
The Impressive Growth of Enterprise
Video Production
EMC2
, a multinational data storage/cloud computing company,
chose the NewTek TriCaster to ramp up its internal and external video
communications without the need to ramp up video staff.
http://www.newtek.com/solutions/customer-stories/look-who-s-using-newtek-solutions-emc2.html

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The ability to produce high-quality video in-
house benefits enterprise clients in many tangible
ways—whether they use it to communicate
messages to employees, promote new products
and services to customers, or train new
employees consistently across many locations.
One benefit is the attention-grabbing power
of compelling video, compared to just oral
communications or written text—up to 80% more
effective, in fact.
“All kinds of content communicate more effectively
when captured using video, from corporate meetings
and CEO internal addresses to new product launches
to special events and training materials,” says
Allan Barnwell, head of sales and marketing at the
Omega Broadcast Group, a systems integrator based
in Austin, TX. “Nothing can top video when it is
produced in a way that holds the viewers’ attention
and keeps them entertained—and our clients are
taking this truth to heart,” Barnwell says.
Another benefit of in-house video production is
speed. “When you can shoot enterprise video
in-house, you can provide your company with an
incredibly effective way to address internal concerns
and external issues quickly, effectively, and flexibly,”
says Jason Wallace, a senior media production
specialist at a major U.S. telecom company whose
video production department creates content for
250,000 employees.
Controlling the brand and its messaging is a third
vital benefit. Nobody knows the ins and outs of their
own businesses better than enterprise clients. This is
why Whirlpool Corporation does its video production
in-house. “We are more familiar with our content
than any external producer can ever be,” says Ryan
Scott, Whirlpool’s media manager for North America.
“Hiring outside video contractors costs more money
over the long term and you lose control of your
message. We’re better off doing it all ourselves.”
Reducing long-term costs is a fourth benefit of
in-house video production. “Over time, corporate
managers grasp the fact that doing videos with
their own equipment and staff works out to cost
less than hiring outsiders to do these projects,” says
Darryl Newman. “It’s just a matter of dollars and
cents.” Knowing the many benefits of producing
video content in-house gives systems integrators an
overwhelming case for recommending this capability
to their enterprise clients.
How In-House Video Production
Benefits Enterprise Clients
BEST PRACTICES SHORT LIST
• Get the prospective client’s IT
department on board with the
proposal and address their fears
about all-in-one video produc-
tion. Reassure them that it will
not put extra demands on their
in-house network, facilities, and
support staff.
• Provide the enterprise sales
prospective client with a system
demo to show them first hand
what an all-in-one system can
do for their company— and how
easy it is for anyone to operate.
• Emphasize that producing video
in-house is more cost effective
than using external suppliers
over the long term.
• Encourage multiple departments
within the enterprise client’s
company to share the usage
and cost of an all-in-one, video
production system.
• Keep the spotlight on how easy
all-in-one, video production sys-
tems are to use by staff mem-
bers. A technical degree is not
required!
London’s famed Victoria Albert Museum is using a NewTek
TriCaster multi-camera production system to produce and distribute
its high profile events in-house.
https://www.youtube.com/watch?v=3N9hgzplXjUindex=6list=PL6603F07A1E46A4AF

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Integrators give us advice for integrators looking to maximize
their sales to enterprise video clients.
1. Show. Don’t tell.
When it comes to offering in-house video production
solutions to their enterprise clients, the most
important best practice for systems integrators is to
demonstrate the technology to potential customers
in person. “You can’t show people what today’s video
production systems can do over the phone,” says
Allan Barnwell. “You have to show them in person so
that they can see how easy these systems are to use
and just how much is covered in a single solution.”
“Make no mistake—These demos account for 80-
90% of our sales to enterprise clients,” says Darryl
Newman. “Ideally, you should take the solution to
the prospective client’s premises and plug it into
their system so that they can see how it works
connected to their IT infrastructure. But if this
doesn’t work, get them to your premises to demo
the unit. Either way, once they see it in action, most
prospects will be impressed.”
2. Work with IT.
When approaching enterprise prospects, bring the
IT department into the loop as soon as possible.
Collaborating with the IT team could be your best
chance at gaining onsite adoption. “The IT people
are most likely to be resistant to these kinds
of systems because they fear that the resulting
video will overload their networks,” Newman says.
“You need to alleviate their fears. [G]etting them
onboard will substantially improve your chances of
making the sale.”
3. Pool Resources.
Even an affordable, desktop AV mixing system can
be a daunting purchase for a smaller enterprise
client. Getting departments together within the
company to share the cost can help drive the
sale. “Improved video production is a boon to
corporate communications, human resources, sales,
and marketing,” says Barnwell. “Getting them to
share the cost allows them all to benefit from this
capability at a very affordable rate.”
4. Show ROI.
Always emphasize the value. Compared to hiring
third-party video producers, producing video in-
house is an enterprise client’s most cost-effective,
over the long-term. Using enterprise video is
likely to increase over time. Therefore as more
departments realize the value of this eye-catching
communications medium, an all-in-one, multi-
camera solution is a truly intelligent investment for
any enterprise client. “We recouped the cost of our
system based on saved outsourcing costs in two
years,” says Whirlpool’s Ryan Scott.
5. Keep it Simple.
Finally, keep the spotlight on ease of use. Today’s
all-in-one video production systems are designed to
be used by average employees, not tech gurus. “Our
NewTek TriCaster is amazingly simple to operate,
with onboard tutorials and drop-down menus that
guide you into using the system,” says PCH’s Matt
Bryson. “It was very easy for me to master and start
producing polished content right away.”
Best Practices for Integrators to Bring
Video Solutions to Enterprise Clients
Iceland food processor Marel produces professional-quality multi-camera
video using a NewTek TriCaster – and one dedicated staff member
http://www.newtek.com/solutions/enterprise.html

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Compared to other parts of the video production
industry, enterprise video is a newcomer. “Today the
healthcare enterprise in-house video sector is where
the money is,” says Newman. “Two years ago, there
was nothing happening in this market. That’s how
new it is.”
For systems integrators, enterprise video represents
a new area for building initial and repeat equipment
sales. It is a market as vast as the broad range of
businesses that exist today. The decision makers in
this market are watching and relying on videos as
information sources in their day-to-day lives.
Once these decision makers understand that they
can harness the power of video to drive sales and
improve corporate performance, all that remains is
to show them how they can do it with quick results,
a reasonable price, and a solid return on investment.
Fortunately for systems integrators, all-in-one, multi-
camera production systems hit all of these marks.
“Compared to other verticals such as production
facilities and houses of worship, enterprise video
clients tend to have steadier, more predictable
budgets for equipment and services purchases,”
says Barnwell. “Enterprise clients tend to be loyal
as well. Once they’ve found you and you make them
happy, they tend to stick with you for future projects
and acquisitions.”
“Enterprise video clients can be as profitable for
system integrators as the traditional verticals,” says
Tom Navaro. “They also need the full range of AV
products that those verticals need, offering more
opportunities for overall sales.”
As for finding potential enterprise video clients,
make a list of your current clients. Study their
websites and pay attention to how they are and
are not using video for marketing, sales, training,
recruiting, or events. You might even look at social
video platforms for clips or presentations they’ve
posted in their various marketing channels. You will
soon see what type of media they have posted, what
messages they are trying to communicate, and which
departments are communicating. This research will
help you articulate how you can help them do it
better with an in-house video production system. You
can take the same approach with prospective clients
within your local market.
Next, start making calls and booking demos. Your
calls to existing clients should further reveal the
challenges they’re facing that you can help them solve
by bringing their video in-house. You can help them
address these issues by discussing the list of benefits
mentioned earlier. Your contacts can help you identify
departments, titles, and stakeholders by name.
When it’s time for the demo, show you’ve done your
homework. Focus on the capabilities that matter to
them. If they don’t have a high-bandwidth network,
don’t push streaming meetings. Focus on capturing
demonstrations or training sessions for later. If
they have just one or two people assigned to video
production, show them ways to automate tasks and
emulate an entire studio crew.
Think creatively. Can you demonstrate or simulate
an actual production, webcast, or studio-style
presentation? Can you incorporate your clients’ own
brand identity elements, such as logos, broadcast
graphics of attendees’ names and titles, company
images pieced together as a montage, or other
personal touches that directly identify relevance to
your clients’ requirements? The more specific you
can be, the more they’ll start to see exactly how
adding video to their in-house capabilities will drive
their business more successfully.
Once you’ve made the sale, stay in close contact
with your enterprise video clients. Chances are that
many of them will want your help as they expand
their knowledge and venture into doing in-house
video production.
Additionally, as multi-camera systems become
widely adopted in companies with multiple
departments, you may be asked to roll out the same
solution to more than one organization in order to
maintain the same level of brand consistency and
visual quality across communication initiatives.
Keep an eye on how video is used, invite other
departments to demos, and host your own webcasts
using the solution so they can see how easy it
is. You may find repeat business from the same
company in successive purchasing cycles.
Enterprise video is growing now, has a promising
future ahead, and is one communication mode that’s
never going away. Systems integrators can profit by
seizing this new sales opportunity and developing it
as a source of revenue generation for years to come.
How Enterprise Video Can Deliver
Sales to System Integrators
NEWTEK TRICASTER: THE SMART CHOICE FOR ENTERPRISE VIDEO
By combining a broadcast studio’s
worth of tools into one desk-
top- (or lunchbox-) sized pack-
age, NewTek’s family of TriCaster
multi-camera production systems
are easy to set up and use, and
provide high-quality multimedia
capability to every department.
With TriCaster, your clients can
transform their presentations,
meetings, events, and conferences
into television-style enterprise
video. Here are the key ways that
TriCaster can make your integra-
tion projects more profitable:
1. Highly scalable projects
You can adapt TriCaster to any
size customer need, from extraor-
dinarily budget-conscious clients
to a broad and sophisticated
multi-site enterprise.
2. Peripheral opportunities
Selling even one TriCaster system
gives you the opportunity to add
cameras for an A/V shop, net-
working for an IT services group,
and studio equipment for a com-
mercial integrator.
3. Multiple sales to one customer
There’s no single stakeholder in
any enterprise company for adopt-
ing TriCaster. Different depart-
ments, different sites, and differ-
ent units all have business uses
for live and web video.
4. Design and build opportunities
Once you open an enterprise
customer’s eyes to the possibili-
ties and advantages of streaming,
online, and live video with the
all-in-one TriCaster multi-camera
solution, you can help them see
the potential of owning their video
channel.
5. Extraordinarily broad vertical
coverage
No matter what your niche market
is, the companies in that industry
can benefit radically from adopt-
ing TriCaster for their live, stream-
ing, or on-demand video.
“There is an increasing demand to
always ‘do more with less’,” said
AVI Systems’ Tom Navaro. “The
TriCaster hits that target dead on.
You can run an entire production
with a TriCaster and some PTZ
cameras. The head count to pull
off a professional production can
be as little as one person.”
Ellen Camloh is NewTek’s Senior Director of Industry Solutions. James Careless is an award-winning
technology writer with credits at Government Video, Streaming Media, and TV Technology magazines.

7. This paper is made possible by the generous contribution of
To find out which TriCaster multi-camera production system
is right for your enterprise client, check out:
http://pages.newtek.com/which-tricaster.html.
For additional information about TriCaster and NewTek, visit
www.newtek.com.