#215: One video solves five marketing challenges
One reason we promote the idea of producing short product videos is because there are actually five reasons to do so — if you produce them right!
- Many brokers and manufacturer reps tell us privately that they are struggling to keep up with product knowledge. The trend towards regional brokers and ever-growing multi-branded manufacturers makes it a challenge to represent such vast product portfolios. Hence the reason manufacturers are leveraging videos we've produced to provide broker training much like we’ve done DSRs. Online video is simple, cost-effective and convenient.
- For most independent operators, DSRs are the main source of product information. Yet, DSRs struggle to keep up with the hundreds-of-thousands of products out there. But a video gives them half a chance to represent your product properly because it does much of the selling when a DSR passes it along to an operator.
- Proprietary training systems are popping up all over. That’s good and bad news. It’s good that distributors, manufacturers and brokers are starting to place a higher priority on product knowledge. The downside is all the disconnected systems are a nightmare for manufacturers to support.
- Related “how to” information that drives value beyond the product itself has often been missing… yet can be the key to successful sales. Especially if you’ve got a more common product… but have an uncommon level of support. Heinz has done a superb job, as an example, supporting its iconic ketchup with videos about how to use its branded dispensers.
- “Showing and telling” is at the core of online marketing. Why link a static banner ad to static website… it sort of misses the point of rich media. Leveraging a good tell-all video give operators a genuine, no-hype way to experience your product. Kikkoman and other brands are starting to execute this idea via trade media portals like MonkeyDish.
What other communication vehicle besides video can provide a consistent, engaging way to achieve marketing/advertising, sales, training and broker support goals -- simultaneously? Amortize the relatively small cost to produce a decent quality video across all those functions and you’re talking peanuts (or whatever your product happens to be!).