Many small businesses are hesitant about going the “overly creative” route with video advertising because they think it’ll blow their budget or not get their message across. The bulk of our small business clients have the the thought process that they should mirror their size and produce videos that are only informative, straight to the point, and as low-budget as possible. Here’s why we challenge them, and will challenge you to video advertise like national corporations.
We’re a small business. We get it. The recession sucked and it almost destroyed the entire small business community. Now, Mom and Pop restaurants, professional service businesses, and shops are well….popping up everywhere-and the competition is fierce. In a time where competition in high and consumers want an entire patron experience, Brand Recognition is crucial. Big businesses do this well as they understand that consumers today, especially millennials, are no longer loyal to brands. I can name five locally owned restaurants that are within 600ft of our offices. Five! How do we distinguish them other than one’s a pizza place, a taco place, and 3 are kind of the same?
One thing we do is take to Yelp or TripAdvisor and scout out these restaurants. Yeah, we look at the reviews, but 9 times out of 10 our first click is to the website. Almost every restaurant has a nice website, a decent menu, and look like they provide a full experience. So which one do we gravitate to? The one with more compelling media. Especially if it’s video.
Applebee’s distinguishes itself from Chili’s, Outback, and its other competitors with a simple yet engaging ad.
This style of this ad would not be difficult to replicate nor would it cost locally owned restaurants the fortune they imagine if they find a studio that can take care of the production from start to finish in house. Wink ; D
Here in Atlanta, there are hundreds of small locally owned restaurants that shy away from video media because they think they don’t need it. They think the cost outweighs the benefit because of their small business identity. Sometimes, however, it’s these “small” differences that establish who you are in the community. Including a quirky, creative video on your website can be the ultimate game changer when it comes to taking potential consumers who aren’t yet loyal to a local spot.
Making a Statement
In addition to Brand Recognition, local restaurants can benefit from video marketing through making a statement that ties them to their local identity. If there’s something incredibly unique about your restaurant, then flaunt it through all means possible, especially video. So many times we go with a dinner spot because they advertise a dish that’s unlike any of its competitors. Imagine stepping up the advertising game by producing a video on your website that entices people to come solely on the unique quality of your establishment.
Applebee’s modeled the “statement making” ad in impressive fashion. As a competitor of Chili’s, Applebee’s had to step up the game when Chili’s trademarked the sizzling noise for their infamous fajitas. Applebee’s response?
Their statement? Our sizzling entrees are the bomb and make everyone stop dead in their tracks.
Your locally owned restaurant can make just as much of an impression without dropping hundreds and thousands of dollars for it.
Maybe you’re not sure what exactly this looks like for your small business, but you know you want to grow your brand and make a statement. The good news is, we’re here to help. We have guided small businesses towards compelling and creative video because we know that’s what converts views into patronage. Contact us for support in making your creative video today.