Video proven to increase e-commerce sales.
In your tasting room consumers can stroll up to the tasting bar, speak to enthusiastic staff and then sniff, swirl and sip your wine. It’s not that easy to excite consumers on your wine e-commerce website. You need to find ways to engage and convert consumers with content, images, tasting notes, consumer and professional reviews.
It’s been proven that videos can help e-commerce. Over the past few years, Zappos.com has said their videos have impacted sales on their products anywhere from 6 to 30 percent.
While Zappos.com is an e-commerce giant, Ceja Vineyards is a perfect example of a midsized winery producing well-executed product video at a minimal cost.
You may not need to make a video for the branded clothing you’re selling online, or the tickets to a concert but videos are a perfect medium for your tasting staff or wine maker to convey their passion for each wine that consumers are sampling in your tasting room.
“Video might be overkill for some pitches and products, and become more of a distraction than an incentive to convert,” said Stefan Tornquist, research director for MarketingSherpa. “For something complex, visceral, or new, video can be a great fit. Selling fly fishing in the Arctic? Video is going to do a better job of putting the prospect in a buying frame of mind than all the copy you can muster.”
Ceja Vineyards uses YouTube but there are many solutions for hosting your videos with different benefits, Facebook for example would be a great fit if you’re using Facebook fan pages and help cross promote by linking to your fan page and website.
Vimeo does not allow for commercial videos, instead you could use Viddler’s ‘b2b’ hosting.
If you’re looking for a more professional video solution that feautures product overlay, enabling the consumer to purchase right form the video, you could look at a company like Overlay.tv. Your winemaker could lead a tasting of your wine portfolio and consumers can purchase wines featured by clicking on a hotspot in the video, converting them while they're excited and ready to buy (See an Armani Exchange example).
|Here’s another example from Inman Family Wine, as Kathleen explains her wine in a way words on a webpage simply can’t:|
If you haven't tried videos, I recommend talking to a few wineries that have such as Ceja or Inman. Start small, a simple Flip camera is only around $150 then use YouTube, Facebook or Vimeo to place the video on your e-commerce site and measure your results.
You’re right, thanks for pointing that out and it’s a good thing to check before you choose a solution to host your videos. Vimeo states “You may not upload product promotions or sales videos, such as real estate walkthroughs.” If YouTube isn’t a good fit because of the adds/related videos, I would also recommend Facebook, especially if you have a Facebook fan page or Viddler http://b2b.viddler.com/. Some solutions have a non-commercial account and a commercial account.
Consider hiring a professional, and if you can't then sometimes you are better off not exposing yourself...after all you spend a lot of time and money growing grapes and designing labels and so on. You don't skimp on these things do you?
Just like in wine there is a top shelf and a bottom shelf for "video" producers...when hiring professionals be sure to have a good look at their reel, get to know your options.
Video is not a strategy for every brand, but those that adopt it should fully embrace it or else it is not going to work. It's not a one-size-fits-all solution, and just like winemaking, it's a good idea to talk with someone who knows what they are doing beforehand. In the end you want your audience laughing with you, not at you.
Mike - Thanks for posting the blog link.
I agree with most of the comments about how the video production can have a negative (or positive) effect on a winery’s brand and effect the perception of the wine. I think that your videos should be tailored to your market but I want to encourage wineries with little to no budgets, that they can create and post videos quickly to increase their DTC sales.
I think that V. Sattui (a monster in DTC sales) is doing a great job with relatively ‘low tech’ product videos, see their Madeira product page here: http://www.vsattui.com/Madeira. It’s not a sales video but an educational video that will lower the resistance to purchase online.
But we also say it's better to do it than not...
As a vlogger, I like to include video in interviews with winemakers, ambassadors, and educators, as I did here for Global Chardonnay Day at The Hess Collection:
The Hess Collection's Botrytis Affected Carneros Reserve 2006 Shines through Global #Chardonnay Day