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Bottle shotsAre you a wine, beer, or specialty food producer? Let us help you showcase your brand by capturing the quality that people can expect from your lifestyle products.
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Winemaker interviewsThis feature presentation should be core to every winery's video library as it showcases the individuals and techniques utilized to craft each product.
wine bYtestmThis Wine ByteTM example illustrates how video can help to support buying decisons for today's consumer by adding the additional dimensions of sight and sound.
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Using Video to Merchandise Products Online
Last week there was an interesting blog posted by Nexternal who strongly encouraged their clients to begin using video marketing to supporting their online businesses. Click here to check it out.It is apparent that the advent of video marketing to support consumer purchases online has begun to offset the advantage traditionally enjoyed by “brick and mortar” channels as compared to shopping online. In fact, I would argue that depending on the product, online shopping provides a superior experience when it comes to gathering information about the product, reading customer feedback and reviews, and seeing the entire product line before making a decision.
As mentioned in Nexternal's blog, shopping in a store allows consumers to "see" and "feel" a product, but it is often difficult or impossible to find background information on the person/company that produced it or learn where/how it was produced. These basic element can certainly help to support consumer purchase decisions.
Moreover, for artisan producers (wine, micro-brew, specialty foods, etc.) I would argue that it is even more important to use video as an educational tool for their products due to the nature of their craft. For many producers, they are competing against mass-produced items with much larger distribution and sales/marketing power behind their brands. Fortunately, they can leverage video to highlight those things that differentiate themselves from their competitors (i.e. handmade quality, unique production techniques, character of the owner/producer).
For those whose primary channel for marketing their product online, it seems that video marketing enables them to somewhat level the playing field in the eyes of the consumer. For those that have multiple sales channels, video marketing can support those channels that have a different type of customer...for instance, a retailer who makes very large purchases at a time but has hundreds and thousands of options to choose from OR a distributor who has competition for share of mind in any given month.