Are Newbies Worth It?
This thread asks...
Is it worth it to sell video tools to newbies (those with little to no video editing experience), and if so, what's the most effective way to do it?
It seems the place to start is to ask whether newbies are a good business opportunity for video tool vendors, because if they're not, then there's no need to discuss the best way to engage them.
On one hand, there are far more people with little to no video editing experience than there are expert users, and these novices are not yet married to a competitor's product. Newbies could be a huge opportunity, but...
On the other hand, newbies require a lot of support, and it's questionable how many of them will ever actually buy anything. A huge opportunity, or a huge waste of time?
I can't answer this question, and would welcome some illuminating discussion. Perhaps we should chew on this for a bit before continuing with the "how to market" issue.
Although I have no need of this information myself, my background as a special ed teacher and twenty years of interface design has made my mind incurably interested in in such nerdy topics. While some of you are fascinated by exploring the technical frontiers of video editing, for me the interesting nerd question is, how do you take someone who knows nothing about a subject and take them up a carefully designed ladder to success?
But first, are newbies worth it? Or is it wiser to let one's competitors get bogged down in that? I have no idea really, what do you think?