The 3-3-3 approach to use foodservice product training as marketing tool

We frequently get requests to convert PowerPoints or other standard foodservice product training materials into videos or other rich media that can be shared as marketing tools for brokers, distributors and operators.

The upside is there usually is a wealth of great content sprinkled throughout those 20-page decks.  But we all have endured “death by PowerPoint” in the classroom (studies show less than 10% of information is ever retained).

Making a video based on PowerPoint is even more cruel and unusual!  Yet, there are hidden gems in traditional training that can be communicated more effectively online compared to a live classroom… IF you reflect how we humans typically interact with a computer screen.

We always suggest the 3-3-3 approach when transforming training content into online marketing or sales tools:

  • Keep each video topic to THREE minutes or less (with an emphasis on “less”).  YouTube’s own studies have found even the most engaging videos have an average viewing time of about 90 seconds before being turned off.  Yet, videos are a memorable way to learn about a subject… especially if you don’t waste time on 20-second intros or extolling brand clichés (we’re the best, innovative, highest quality, we run-our-business like a family… yada, yada, yada).  And don’t waste precious seconds by stumbling through the presentation or going off on tangents… viewers just want you to get to the point.
  • Limit your key points to THREE or less for each video.  Most humans can only remember a few facts at a time.  The 14 key benefits of your lime-infused, single-serve Jalapeno-on-a-stick will never make it into the brain reserve of any operator.  Focus on the one or two key values or benefits and move on, i.e. just heat and serve this portable fun dish and pocket a $1 in profits!
  • Change the on-screen dynamics at least THREE times per minute.  Use live action video to provide a dynamic show-and-tell of that sagebrush-crusted pork chop… show different angles, prep methods, and different applications.  There’s only one thing worse than staring at a static photo on a PowerPoint slide for a few minutes… and that’s a video of a static photo on a PowerPoint slide.

No doubt there are products (or product categories) that can’t be adequately covered in three minutes or less.  But any topic can be broken down into shorter chunks that are much easier for viewers to consume.  And they can zoom right to the information they really desire without wading through less-valuable details in a longer video.

Next week:  The most effective, underutilized medium in foodservice marketing and sales.