This question often comes our way. Many are still experimenting with this new-fangled world of dynamic video content… so, it’s understandable that it might be daunting to create a video for every product!
Here are three recommendations….
- Start with bestselling product “families.” Create overview videos of your best-selling product lines which could represent dozens (if not more!) individual products. Besides, videos are best at highlighting key features and benefits that inspire operators… leave the small details for a downloadable PDF that sits alongside the video. You can produce a few family videos quickly and have a decent representation of your product lines. These videos will anchor your content as you….
- Add shorter videos about new products as they launch. Nothing refreshes an older product family than a line extension! And exploring exciting new developments in a 60- or 90-second video story will give brokers, DSRs and operators something to talk about — even if your base product has been around for decades (if not centuries!). These short product update videos will comfortably start an…
- Automatic video development process. No manufacturer or distributor would think of marketing or selling products without a sell sheet. But sell sheets don’t do much to motivate foodservice operators in this increasingly visual world. Dynamic and more “human” communications are beginning to separate the winners from the losers. The poster child for this trend is Zappos.com, the online shoe company. Click on any product to watch a product demo. Zappo’s individual videos of shoes have reportedly helped increase sales by 15% or more. But Zappos is not alone… everyday products like coffee mugs are getting in on the act!
Happy marketing and selling!