129: Why foodservice training videos are all about marketing

It looks like simple "nuts and bolts" videos for product training and the like are becoming the mainstream marketing tactic in business-to-business marketing.  A recent study from digital-media researcher Comscore found that the number of videos watched by B2B customers (like foodservice operators!) grew 54% in April from the previous year... yet  just 1% of the viewing time was devoted to watching online video ads.

No surprise here that customers prefer watching videos that offer realistic business solutions or ideas.  Foodservice operators tell us every week that they tune out chest-beating, cliché product messaging (best quality, highest value... yada, yada, yada)  as so much white noise.  They want the brass tacks that honestly answer the question "why in the world would I need your product?"

We believe this is all part of a bigger trend where it's becoming harder to separate what's marketing, training or sales development because they all happen simultaneously in our highly connected world. 

Regardless of what "function" (marketing, training or sales) delivers the nuts and bolts information, the common denominator with operators is meaningful content.  Call it Marketing through Training.  Edu-tainment.  Sales Channel Marketing (is that an oxymoron?).  Operators are simply tired of being marketed and sold to... they prioritize communications that teach them about practical solutions for running their pizza joint.

Online video also happens to be measurable, memorable and easy to deliver to multiple audiences. One video done right can educate, influence and inspire operators, DSRs, brokers, corporate sales reps, trade media, customer service... even your superiors (OK, we may have stretched too far on that last one).

Oh, and the videos we're talking about, are inexpensive... maybe $500 each (if you go crazy on production). 

In this episode of DSR Insights, we outline at least five ways you can leverage one simple video today.  Without investing in any elaborate systems, complicated marketing campaigns or hiring costly film crews and actors.  And we'll reveal who should star in your videos (hint:  it's not Paula Abdul).

If you don't want to hear us yak on the podcast, download our "One Step: Influence Many" document. "One Step" quickly describes what we're talking about.  

We've also put together a video template you can download... a simple one-page guide on what to include in a high-value-product-training-marketing-sales-tool-for-everybody video.