The New Relevance of Video
July 8, 2020
As the COVID-19 pandemic has swept over the globe, individuals and industries alike have been challenged with rapidly adopting new technology to enable effective distance communication. From birthday celebrations to team meetings and industry conferences, we have all been asked how and what we can do digitally when in-person interactions aren’t an option. In many ways, video has filled in these voids. For foodservice sales reps, video can play an important role in building meaningful interactions with their operator customers when face-to-face communication is not possible.
In the years leading up to the pandemic, the role and influence of video was expanding in significance for B2B sales and marketing professionals. A vast majority of marketers, about eighty-eight percent, report that video generates positive ROI – a steep increase from the 33% who reported seeing ROI in 2015.1 From the customer point of view, 66% of people say they prefer to watch a short explainer video when learning about a product or service.1
Operator customers specifically mirror this sentiment by showing a preference for explainer videos. After product information, how-to videos are the most sought-after content type on foodservice manufacturer websites.2 In the field, sales reps report that videos are valuable training tools that operators can reference whenever they need and share easily with their teams. A regional sales manager with a leading manufacturer of retail and foodservice products shared that “from a field sales perspective, videos are primarily used for how-tos and training. We share videos of a process that our operator customers can reference and share with their employees.”
Videos also leave a lasting impression within a cluttered landscape of marketing messages and product information. A regional sales manager from a North American manufacturer of snack and dessert items said that “concise and engaging sales videos can help us capture the attention of our target audiences and help communicate our message to customers that are inundated with a great deal of information.”
As COVID-19 has halted or significantly reduced the opportunities for sales representatives to meet in person with their customers, sales teams report that video has taken on an even more prominent role in response. One regional sales manager from a prominent foodservice manufacturer agrees, saying “videos are being explored significantly more than ever due to travel restrictions and lack of in-person meetings.” Another sales rep says “the current COVID-19 situation has changed the way that we engage with distributor partners and operators. Sales videos have played a significant role in demonstrating products, recipes, and other relevant information to our customer base in a way that we traditionally would have engaged with them face-to-face.”
When asked which types of videos are the most impactful for their customers, sales reps agreed that brevity is key. One stated that “short, insightful and engaging videos seem to work best, particularly when the video incorporates a new product recipe idea or a demonstration of the product’s use.” Another says “videos have to be short and to the point to retain the attention of the viewer.” As far as the topics that capture the most interest, videos addressing demonstration videos, promotional information, new product information and recipes are all considered valuable and helpful for an operator customer.
Past and present video statistics indicate that video will continue to grow and influence foodservice operator customers. Convenient and easily shareable, videos are a corner stone within a successful and strategic digital communications plan. To work together on building a video strategy and creating videos that capture and retain customer attention, please contact us here.
1 The State of Video Marketing in 2020, Wyzowl and HubSpot
2Omnivore Agency Operator Advisory Panel survey 2019
