Video is a powerful communication medium. It can combine the power of images, music, text, photos, graphics and story to engage and communicate your message in a succinct, sharable and mobile-friendly format. The fast adoption of video by both B2B and B2C companies has caught the attention of marketers who want to use this powerful tool to effectively spread their marketing messages. Video isn’t just for ads, it can be used for just about any purpose. By integrating video into your marketing plans, you can stand a better chance of engaging your target audience with the right message, in a format they enjoy and one that effectively packs a punch.
Today we’re going to look at how some marketers in the wine industry are using video, in a variety of ways, to spread their message. As I started on this post, I wanted to learn more about what the perceived value of video is within the wine industry so I asked Ian McCamey, the Video & Multi-Media Manager at Jackson Family Wines what he thought about video’s usefulness in this marketplace:
“The value of well produced video content is proven, and this is true even in the wine industry. Whether it’s direct to consumer or B2B, viewers respond to video in greater numbers than they do to email marketing or power point presentations and the like. The trick is always to produce the right content for the right audience using the right distribution methods, but at least we no longer have to worry about technological barriers to entry. I think we are currently in the infancy of video marketing from business, in the same way that HTML was in its infancy in 1995.”
It’s worth noting that Ian is a video professional and has his own bias, but it’s noteworthy that Jackson Family Wines employs a video producer in the first place.
Once of the more obvious uses for video might be to tell the story of your organization, be it a winery, a grape grower, distributor or, in the case of the below example, a wine growing region. The goal of this video was to tell the story of what makes the Russian River Valley such a special wine making region (hint: it’s all about the fog).
This video is an ideal overview that can help anyone, a customer, distributor, partner, visitor, etc. understand all the high-level key points that need to be communicated, and in a way that is far more engaging that a text description.
Another obvious use case for a wine industry video would be a product launch. In the below video, we helped produce a product launch video as part of a PR stunt to bring “Austerity” wine to the major banks of wall street. The results, payed some juicy dividends.
This is a great example of how a brand can use the power of video to reach out and engage the audience. By just showing up with a camera, we made an event out of thin air.
Another smart more for video marketing is to develop brand content that can help establish positive associations with your brands. By providing video recipes for food that pairs well with their wines, Esporão has managed to add value and recognition to their brand and more clearly associate it with it’s Portugese heritage. Each one of these videos is also another chance for a customer to stumble across the brand in their searches for recipes online.
This type of brand content would work well on blogs and social media as well as archived on your brand site to increase stickiness.
As these examples indicate, there’s a lot that can be done with video in any market. If you have doubts, check out You Tube real quick and see what others in your space are doing. If you don’t find anything yet, there’s your opportunity to make a big impact! If you do, then the competition is already on it and the best way to get ahead is by making valuable content that your target audience wants.
I hope this gives you some insight on how to communicate more effectively with video in your market. If you want some more helpful perspective, check out our complimentary downloadable guide outlining 5 ways you can use video to help your organization grow, complete with case studies and examples!
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