Blog: Marketing In A Social World, Part Two

April 3, 2014

A few weeks ago I reported on a marketing Webinar that I attended that was all about the importance of branding your business in a social world. I’m going to continue that blog by delving into how video can boost business for the operator. Steve Rotter, vice president of marketing for Brightcove, an online video hosting platform and online video player solution, gave a lecture on how to fuel content with video marketing and gave many tips that can be used in vending.

Most vending companies offer the same products, the same customer service and the same prices. Marketing is a huge way for businesses to separate from the pack and one way to market successfully is to visually show a client the benefits of choosing vending company A.

Video in vending

A few vending operation Websites that I’ve seen have videos on their homepage. These companies are on the right track; video is a great way to drive traffic and set a business apart from the competition. Company-produced videos can introduce a business and its history, they can show off a new product and they can exhibit the benefits of micro markets to potential clients.

Tri-R Coffee & Vending in San Marcos, Calif. is an example. The video on its Website promotes its business and gives the company an edge that the competition doesn’t have. The company targets the video at potential clients and gives viewers reasons for choosing Tri-R. The video is less than two minutes, is engaging and covers multiple aspects of Tri-R’s business. Before publishing a video, operators need to think about the target audience: perspective clients.

Perspective clients will use video content to drive discussion or initiate an action therefore its important for operators to use video to show what is extraordinary about their company or product.

For current clients, vending companies can have a route driver introduce several products via a video and send it out to locations or put together a “how to” on cashless or a loyalty program.

Part of a larger marketing strategy

It’s great if a vending business can get a video out to locations, but remember that it has to be part of a larger marketing strategy. An operator can’t publish a video and expect new business right away. It must be consistent and up to date. In addition, after locations or potential clients watch a video, there must be an action they can take or other content to view. If an operator sends a video introducing new products in a micro market, he or she should also send a coupon code or incentive for purchasing the product. Or place a picture with the price of the item alongside or at the end of the video.

The ease of video making

Among the many other great things they can do, smartphones are wonderful for taking video. You don’t need any training, just someone with a steady hand. In this day and age with the competition in vending, it’s integral to provide something the “other guy” doesn’t. Creating video content can draw attention away from a competitor and focus viewers on your own service and offerings. 

About the Author

Adrienne Klein | Contributing Editor

Adrienne Zimmer Klein is a freelance writer with a background in the vending, micro market and office coffee service industry. She worked at Automatic Merchandiser and from 2013 until February of 2017.