- Insights: summary
- Why video sells
- The cost of video
- Controlling first impressions
- Grabbing attention
- Evaluating finished videos
- Golden rules: food + drink
- Golden rules: property videos
- Golden rules: school videos
- Importance of a script
- Importance of light: sunshine
- Importance of light: artificial
- Importance of editing
- Importance of music
- Importance of endlines
- Importance of sound
- Pitching and tenders
- Bye bye ITV
UK Food and Drink
Imagine the scene. You’re about to meet someone who is key to opening up a whole new distribution channel for your brand. You start the meeting with a minute or so of video that makes your business look a million dollars. They are immediately impressed. They see the confidence you have in your brand and that you have serious commitment to its support. What they don’t know is that your video content has been specifically created for that meeting. Its messaging is aimed solely at that gatekeeper and leveraging that route to market. Any serious distribution gain will lead to incremental sales.
We call this “Inverted Video Support” because the content we’ve created can then be disassembled into component clips for your social media, your website and your e-shop. Others regard social and digital as the primary use for video in the food and drink industry. We see it as a bonus. The real opportunity is micro-messaging to individual buyers and distributors. Let’s face it – the success of your business in any one year probably boils down to just a few key conversations with different gatekeepers. (This approach is just as valid for investors and for an exit strategy.)
Your drinks brand won’t fly unless it moves
Here's a real example for a client who are market leaders with their fmcg grocery product. They wanted to export to China so they set up a meeting in Hong Kong with some Chinese distributors. English was not their first language (by some margin). The meeting opened with our film. As soon as it finished, they simply said “let’s talk logistics and containers”. So it paid for itself several times over in just one meeting.
Typical case history: Rodda’s Clotted Cream
Content from this film went into 16 mini films for social media and racked up 138,000 organic views on Facebook. That’s organic, not paid-for.
Secondary use: digital
Our first step with your business would be to create a matrix with your product lines plotted against the key people you want to talk to. Where each intersect, we work out the micro-message. And then a hierarchy of importance: what do we do first? From this, the video content almost creates itself.
So how much? Far less than you might think. And we spread the cost over 6 months. If you’re very small or have only started within the last two years we’ll charge around £500 per month. A larger business will be more, but probably not more than £1,000 per month depending on requirements.
We can say all this because we really understand the food and drink industry. From SMEs to major Blue Chips, we’ve seen it all. From building Diageo’s worldwide bourbon portfolio to launching Pepsico’s Snack-a-Jacks brand with bespoke TV ads across 10 European countries. Just look at the range of clients with whom we’ve worked.
TV ads showreel
“Just a little up date for you about the video – it has now been presented to a large number of people who have without exception being incredibly positive. The food buyer at John Lewis saw it yesterday and was immediately really engaged. Fantastic stuff.” Belinda Shipp, Marketing Manager, Rodda’s.
“I have just looked at the video again and it gets better and better and better. Absolutely brilliant. Thanks to all involved. Bill and Phyllis would be very proud of how you have portrayed their business.” Alan H Pearce, Chairman, Rowe’s.
“Looks great – particularly like the appetising shots of the beer and food. Thank you for your hard work on this.” Jeremy Mitchell, Marketing Director, St.Austell Brewery.
“It’s fabulous Chris!! Thanks so much, you’re very gracious heaping the praise on everyone who took part but you did the work!” Ruth Huxley, Managing Director, Cornwall Food and Drink .