The worst way to use video in foodservice

We frequently receive calls from foodservice manufacturers and distributors asking us to make a single video.  The goal is to make either a company overview video (few people watch these other than employees and competitors) — or about a new product.

We gladly accept the business, but always warn our new clients that they are probably wasting their money.

What? Why would we suggest such a thing when we’re in the business of making videos?  All for the very same reason you would never…

  • Run an advertisement one time and expect any results.
  • Create one sell sheet for one product… but no sell sheets for other products.
  • Launch a company website that only featured one of your products.

Like with any medium, you need a committed strategy to benefit from video’s fast-growing dominance in B2B content marketing.  Video is subject to the same marketing laws as everything else —  you must drive “reach” (attract an ever-growing audience with new content and offers) and “frequency” (consistently delivering a message).

For a few years, we’ve quietly tested the “commitment” among new sales prospects.  When a prospect waffled on doing more than one video, we had a standard offer to produce one 75-second video every month for the next year at a flat rate of $10,000.  That’s just $834 per video — a 66% discount over our typical $2,450 price.

We have had a total of one taker on the offer!  Others told us they weren’t concerned about the dollar commitment… but feared being able to focus attention on producing one video each month (“it’s so overwhelming!” was a common response).  Of course, we’ve happily taken the extra money by doing one video at a time!

Yet, as a recent McKinsey study found, the chaotic communications channel is only going to get worse.  Getting comfortable with creating compelling content constantly is the new norm if you want to influence B2B buyers who depend on their own online self-education before they consider a brand or product.

Considerations for November planning