Marketing is all about creating a positive image for your food products. But can there be too much of a good thing?
Well, if you have no budget limits, probably more is always better. Although I’m still waiting to meet the marketing manager who has an unlimited checking account.
So, when it comes to content marketing, I’m a fan of “good enough” creative.
The incremental improvement between a $3,000 video and $13,000 video often is nonexistent in terms of getting the message across. In fact, a smaller budget project can be even more effective than a pricey option.
In other words, content that engages and inspires foodservice operators is more about function than fashion.
I often receive requests to copy the style of a competitor’s video. The video is usually a work of art complete with soft mood lighting, cool overhead shots from a crane and cinematic-quality special effects.
Of course, the masterpiece video is usually the only video on the competitor’s website — most likely because the budget ran dry soon after producing it.
Depending on a single expensive video to tell your product story is like having a sell sheet printed in gold leaf on parchment paper. Or sponsoring a gorgeous tip-on advertising insert that is suitable for framing because it’s so beautiful. Or outfitting your food show booth staff in tuxedos that match your corporate colors. You get it… the “flash” makes absolutely no difference in the message.
Creating videos that are “good enough” don’t need to be schlocky. Nobody wants to diminish their brand image. But a solid, professional look is possible without breaking the bank if you develop videos that are…
- Short. There’s no magic length, but one to two minutes is usually the sweet spot for product videos.
- Simple. Stay focused on one topic per video.
- Serial. Video works best as a series that build upon themselves as part of an ongoing campaign. Focus on multiple (lower cost) storytelling videos than a single (expensive) brand-building epic.