2012 March: Marketing Matters

Video can be a powerful marketing tool. Just ask Reese’s, whose iconic candy Reese’s Pieces exploded in popularity after being featured in the 1982 blockbuster film, “ET.” After sales of Reese’s Pieces skyrocketed, more and more companies began requesting that their products be used in movies. Thus, product placement was born.

What does this mean to pizzeria operators? Lights, camera, action!

I have used video for nearly a decade in a variety of ways. For example, I’ve used it to promote fundraising events as well as for general branding purposes. In my experience, video has been very effective. As I see it, the key benefits of video include:

  • It is cost-effective marketing.
  • It elevates your status.
  • It engages viewers and increases conversion.
  • It increases Web traffic.
  • Basically, it serves as a 24/7 commercial.
  • It sets you apart from competition.

Videos are an easy, inexpensive way to create a fun, engaging experience. Upload videos of your team doing unique or entertaining things. Have customers talking about your product or you promoting your image. Be sure it’s tasteful and your customers will like it. People love to see themselves star on ‘TV’. They’ll encourage friends and family to watch. You can encourage views of your video by posting it freely on social media sites and your Web site, as well as providing links in e-mails and newsletters.

Linda Duke, marketing director of Red Boy Pizza in the San Francisco Bay Area, says: “Consumers are completely engaged with digital media, and videos are one of the top tactics to get attention and create a following.”

Investment is minimal. I have used a Flip video camera, which has easy editing software. Another avenue is to trade with more tech savvy customers to produce a more professional looking video. Most digital cameras and many phones now have the functionality to film a video that is of adequate quality for the web. This can be a do-it-yourself project, or you may opt to hire a professional and invest from $300 to $500. Still, video is well worth the cost.

Albert Grande, founder of PizzaTherapy.com, agrees that video is useful to pizzerias. He says: “You are able to showcase the best of your pizzeria with your story, get links back to your Web site, and connect with potential fans, subscribers and friends,” he says. “The best part is that once it’s set up, it is totally free. This really is a no brainer.”

Scott Anthony is a Fox’s Pizza Den franchisee in Punxsutawney, Pennsylvania. He is a monthly contributor to Pizza Today and a frequent guest speaker at Pizza Expo.

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