Whatever the size of your food business and wherever it sits in the sector – production, retail or service, there’s always a marketing imperative to get the message over that what you do is brilliant.
And with food and drink it’s an emotional as well as an essential product that you’re selling.
Video is probably the best tool to engage with and produce an emotional response. And because this is well known, brands like M&S, Lakeland and Waitrose, use food video heavily online and on mobile to promote themselves.
They succeed in producing multiple, high quality, food videos that results in visibly good online traffic, because they budget for the outlay in their marketing strategy and allocate proper resources to overseeing the project.
So the first rules of dealing with video as a marketing tool are to:
- bring it into the core of your strategy
- see it as complementary to all the other planned content for the coming year
- above all make sure there is an in-house resource with detailed oversight of the production process from product briefs to sign off.
Look out for Part Two on Thursday to find out more about breaking through the misconceptions of video commissioning.