How to harness the power of video to market your pizzeria

PMQ publisher Steve Green spends a lot of time thinking about how to help independent pizzerias compete against big-budget chains like Papa John’s and Domino’s. You might call it his mission in life. And a big part of the solution, he believes, can be found in online video.

No, we’re not talking about footage of cute babies and startled cats turning somersaults at the sight of a cucumber. For restaurateurs, online video has become serious business in the past three years. It’s quickly turning into the gold standard for marketing, the must-have content that’s dominating the Internet while re-energizing businesses. Now PizzaTV Productions, a new initiative developed by Green for independent pizzerias, will help you create and implement your own online video marketing strategy for 2016.

Nearly everyone’s watching online video these days. Video will account for 80% of all consumer Internet traffic by 2019, according to the Cisco Visual Networking Index. And it’s proving to be a powerful marketing and advertising medium. A Demand Metric survey last year found that 74% of businesses say video content outperforms other content types in driving sales and conversions. As marketing consultant Tyler Lessard wrote on MarketingProfs.com recently, “Organizations that use video are seeing revenues grow almost 50% faster each year than their video-averse counterparts do.”

Green wants to help PMQ’s readers seize this moneymaking opportunity. “The chains know that video images of fresh, hot pizza have immense marketing power, and they’ve always been able to pay millions for national TV exposure and enjoy a huge advantage,” he notes. “But the Internet—especially Facebook and Youtube—has changed everything. Paired with social media and websites, online video allows independent pizzeria operators to reach a large audience of consumers affordably and efficiently. And for those who don’t know how to get started, PMQ stands ready to help.”

Partnering with Professionals

PMQ has developed a relationship with StudioNow, a company that pairs pizzeria owners with professional video content producers around the country. PMQ and StudioNow will help you find talented video production vendors—including directors, videographers, even actors and voiceover talent—in your market. “Working on your schedule, these experts will come to your pizzeria and help you craft your message and tell your story in high-impact pictures and words,” Green says. “After the first cut, you can review and make changes as needed. After two rounds of edits, your video is ready to be released to the world. Best of all, the final product can cost as little as $1,000.”

The video can be featured on your website and social media. It can be pushed out to your fans on Facebook, Twitter and Instagram, to your mobile followers and to loyalty program members via e-newsletters. It can even be aired on local TV stations.

“Organizations that use video are seeing revenues grow almost 50% faster each year than their video-averse counterparts do.”
—Tyler Lessard, MarketingProfs.com

“If a picture is worth a thousand words, a video is worth a thousand pictures,” Green says. “Video is the single best way I know to convey your pizza message, with emotion and passion, instantly. Video is the obvious medium of choice. The only remaining question is, what message do your future customers need to get to become full-fledged customers?”

Contact Anna Zemek at anna@pmq.com for video estimates.