Personalised videos as a sales and marketing tool

Personalised video messages can be used in communications for a wide range of occasions. The Dortmund-based company Materna TMT GmbH produces personalised videos for, amongst other things, the sales and marketing departments of a wide variety of companies. What makes this special is that the personalised video sequences blend seamlessly into the existing footage and are indistinguishable from the rest of the material in the overall composition. Materna TMT also produced personalised video messages for Dortmund Digital Week, which took place last November. 

During Dortmund Digital Week, Materna TMT’s personalised videos were used for all 170 or so events. The videos served as the best possible substitute for the usual on-site visits by Dortmund Economic Development Agency – the organiser of Dortmund Digital Week – to the participating companies. This enabled the Economic Development Agency to convey personalised video greetings without having to be physically present at the companies’ premises. For example, the title of each presentation and the names of the companies were personalised.

“As a bit of fun, a tattoo on the arm was also personalised with the name of the respective company. The personalisation looked so real that one participant even wanted to know how often the arm had to be washed to display 170 tattoos. The videos fully served their purpose and were a real asset to Dortmund Digital Week,” says Stefan Weist, project manager at Materna TMT.

Materna TMT GmbH tailors video messages for every conceivable communication occasion: from welcoming new members at VfB Stuttgart, to supporting the onboarding process at LBS Westdeutsche Landesbausparkasse, to targeted new customer acquisition at Signal Iduna. What makes each production special is that all services required to create the videos come from a single source.

In addition to personalisation, Materna TMT provides all the services associated with a traditional film production. These include script development, motion tracking and data integration to ensure the personalised data is displayed correctly in the film. The data integration ensures that the personalised data appears in the correct place within the film. “We first shoot a ‘clean feed’, which is video footage without personalisation. When the recipient clicks on the link they receive, the data is merged via the database, the personalised video is created and delivered,” explains Stefan Weist.

About Materna

The Materna Group currently employs more than 2,400 staff worldwide and generated a turnover of 355.1 million euros in 2020. Materna covers the entire range of services offered by a full-service provider in the premium segment: from consultancy and implementation through to operation. Materna advises and supports companies and public authorities on all aspects of digitalisation and provides bespoke technologies for agile, flexible and secure IT. Its clients include IT organisations as well as specialist departments within companies and the public sector. The Group also comprises various subsidiaries.