On January 3, 2019
It wouldn’t be a new year if someone like me wasn’t telling you that you that your business needs video as part of a fully-balanced marketing plan. The truth is, you already know that video works. Video platforms on Facebook, Instagram, YouTube and other mobile experiences put more video in front of more eyeballs everyday, and there are loads of impressive numbers that will tell you how great video is at engaging your customers and creating new ones.
We’re only going to focus on one stat though via WordStream:
Social video generates 1200% more shares than text and image content combined.
I believe this is one of the most important thing to think about when you are starting to explore the different ways that your distillery could use video as a medium for your message. Every piece of marketing is fighting for the attention of a potential customer, and sometimes video is the quickest way to put your distillery front and center in the customer’s memory.
What is the goal in creating video for your brand?
As a medium used to quickly convey a story or a feeling, video still can’t be beat. We can all probably think about a 30 second commercial that has evoked an emotion: laughter, curiosity, or if your heart isn’t an old dry prune: sadness. You’d be hard pressed to find a piece of copy or a marketing image that can connect with an audience in a shorter amount of time than video, if it’s done well.
Storytelling is a great tool to grab people’s attention and tap into their emotional responses, but having a clear goal for your video is an essential part of the planning as it will inform what type of video you make.
Goal: Brand Awareness
If your distillery is brand new and you’re having trouble setting yourself apart, and can’t seem to pin down your story in written word, hiring someone to help you tell your story through video can help convey your story to potential customers. Telling your story through a visual medium creates something that a customer can identify with and helps you stand out. When a company speaks to us through storytelling, a magical thing can happen: we pull the curtain back and see the people behind the brand, making a more resonate memory for your potential customers.
With so many products on the market and hundreds of distilleries opening every year, retention marketing is as important as ever. Do you have an amazing tasting room, or a killer back area that needs showing off? Start your video marketing strategy with a guided tour of your space to give people a tangible sense of who you are and what you do. This kind of video is a great way to say, “Hey, we’re still here, and this is why you should revisit our spirits or tasting room!”
Goal: Product Announcement
If you are rolling out a new product, then you are (hopefully) already building a marketing plan around the roll-out. Adding an announcement video to your website and social media channels can draw a lot more attention than just a photo, especially if your product has an interesting story behind it. Creating a video that fits the feel and excitement of your new product can go a lot further than just a single press-release and a photo. A new product launch is a big deal — make sure everyone knows it.
Goal: Funding (Crowdfunding)
Video for funding through Kickstarter or IndieGoGo is essential for gaining capitol, and these types of explainer videos can be repurposed even after funds are collected. Don’t think of the end product as a one-time use investment. Explainer videos can be added to your About section on your website to give potential employees, and customers a taste of your company culture. Even if people don’t end up throwing you a few bones during your fundraiser, your distillery is in front of them in the most visual way possible.
You might be feeling that familiar tingle in your head right now — maybe you had it this time last year when you thought “I should start investing in video for my marketing plan.” Video marketing is exciting but it can be daunting: where do you even start?
You already have. I’m betting you already have an idea for a video but you just weren’t sure what the first step was to take it from your brain to the screen. Working with an agency that understands your industry is essential in creating a memorable and well-made video experience. Picture your business, jot down a few things you’d love to see in your first video, then contact us, and we can get the ball rolling from there.