Drone Video Adds Another Level to Small Business Marketing
The use of video as part of a small business marketing strategy continues to grow by leaps and bounds. An astounding 54% of customers want to see more video content from businesses. Savvy small business marketers are working hard to meet that growing demand. More and more they’re finding that using drone video in small business marketing improves that new content.
With the increased video content available to consumers comes the challenge of how to make that video content engaging. A video isn’t worth much if a viewer doesn’t want to watch it. As a small business marketer your job is to tell the story of your business or your client’s business and spread their message. It doesn’t help tell that story or spread that message if the viewers click away early in the viewing. At least it doesn’t help much.
The latest trend to help with that viewer engagement is drone videography. Aerial footage is a powerful tool that businesses can use to help increase viewer engagement. Drone videography can add an elegance and bring a fresh perspective to video content.
The days of needing to book time in a helicopter in order to get good aerial footage are long gone. Helicopters are fun. They’re also very expensive to operate.
Today’s drone technology offers videographers high quality and sophisticated platforms to capture aerial footage and create videos that are engaging. The technology is amazing, and the footage drones capture can be stunning.
Drones used in commercial videography for small business marketing usually:
Have four or more rotors that provide lift
Weigh less than 55 pounds.
Are flown by one Pilot in Command who also operates the video camera
Have a camera that can record High Definition video for use in online marketing
Transmits an aerial view in real time to the Pilot in Command while flying
Types of Businesses That Stand out From the Crowd by Using Drones
Any business can use drone aerial footage to help reach potential customers. The possibilities are almost endless and range from aerial footage of properties to highly choreographed sequences woven into a film narrative.
Some businesses particularly benefit from the unmanned aerial technology, including:
One thing to avoid is to seem like you’re doing drone marketing. You should have the aerial footage add to your video and to your messaging but not be about the aerial footage. You’ve probably seen drone videos that go on and on for minutes on end. The video usually gets boring pretty quickly. Instead, use the video footage to just add a little extra movement and perspective here and there. Focus on the story you’re telling in your video, and not on the techniques you used to tell your story. That way your audience will be more likely to engage longer with your content.
Certification Required for Commercial Drone Flying
Operating a drone for any type of commercial use in the United States requires certification by the FAA, the Federal Aviation Administration. The FAA is the same agency that regulates the commercial airline industry. Any use in which you trade money, goods, or services in exchange for drone operation, is commercial use. That includes if you’re filming aerial footage yourself and using it in your marketing. For example, if you’re a real estate agent using a drone to help with property listings you will need FAA certification.
So for example if you operate a golf course and you trade some rounds of golf with someone who films drone footage, you are engaging in a commercial drone operation. In that case, the person needs to have FAA certification to operate the drone.
In addition to FAA certification for commercial drone operation within US airspace, insurance underwriters also require the FAA certification. Drone technology is very safe, however things can go wrong. Drones can weigh up to 55 pounds according to FAA regulations. Should something go wrong, an object of that size can cause serious property damage, personal injury, or even death. Obviously in such cases, the liability issues can be significant.
You probably know the statistic. Viewers click away from more than 80% of videos in less than 20 seconds. No matter how long the video is.
Technology keeps moving at a rapid pace. Customers and clients, or potential customers and clients, expect businesses to keep up with the changes in technology. That includes changes in content they consume.
To keep them engaged you need to keep your videos fresh. Aerial footage using drones can help you do that.
Used in the right way, drone videography adds that extra sparkle that viewers love.
Here’s a video we produced for Encore Fine Food and Spirits, located in Jim Thorpe, PA. It’s a good example of a “call to action” video for a restaurant. We ask at the end to take a concrete action. It runs a bit longer than one minute, but it will serve the purpose of laying out the steps and time involved for producing a minute of video.
Pre-Produce and Film the Video
The time estimate here is for a one person location shoot. The equipment is a 3 point interview lighting setup, as well as a lav mic on the subject, and a HD camera on a tripod for the interview, with a mix of camera on tripod and hand held for the b-roll.
Research the client and their business to understand their product and service – 1 hour
Download the files and setup project on Premiere Pro– 15 minutes
Edit the interview track – 1 hours
Choose and add music track – 30 minutes
Add b-roll clips – 1 hour
Add graphics and lower thirds – 1 hour
Color correct, adjust framing, add motion to clips, add transitions – 1 hour
Export and upload the file – 30 minutes
So the total time for editing the one minute video is: 5 hours.
Of course you have to budget time for editing changes. Examples of typical changes include misspelled names and switching out b-roll clips.
Fix typos, change out b-roll clips – 1 hour
Export and upload the file – 30 minutes
The total time for editing round changes is: 1 hours and 30 minutes.
It Takes a While to Produce a Minute of Video
So in total it takes about 12 hours to produce a restaurant “call to action” video similar to the one posted above. And that 12 hours doesn’t include the travel time to and from the location. Therefore counting travel time, it’s about two work days to produce one minute of video as shown above.
Have we produced a minute of video faster? Indeed. Can it take longer? Certainly!
Again, there are many variables on estimating time for a film production. In the case of restaurant “call to action” videos, we find that budgeting two days for a minute of finished video usually works out well.
People love watching food videos. In fact, about half of US adults watch them. Moreover, millennials make up a large percentage of these adults. In particular, Millennials watch 30% more food video content than do those in other demographics.
Viewers can be choosing to watch a food video for several reasons. The first is that they’re looking for entertainment. The second, and most important for restaurants, is that they’re trying to make a decision about where to dine.
With this in mind, let’s look at some key points that makes for an effective video production for restaurants aimed at viewers making a dining decision.
Explain That Your Cuisine and Concept Solves a Problem
Viewers who land on your restaurant video will appreciate it if they know that you care about them solving a problem and that you care about what they want.
So instead of saying something such as:
We have the best pizza in the word!
Our customers are looking for thin crust pizza topped with fresh ingredients.
This lets the viewer know that you understand what they’re looking for and that you want to satisfy their need. This could be the first touch you have with a news customer. By stating the problem you’re solving for them you begin to build trust that can in time turn this potential customer into a long term patron.
Here’s an example we produced. In this case the proprietor is emphasizing the special qualities of the dining experience his guests can look forward to.
Let Viewers Know About Your Location and Clientele
Location and clientele are two other factors that help a viewer make a decision about where to dine. For this reason, give viewers the general area you’re located in, and paint a picture of the clientele and the atmosphere.
Introduce Your Chef
Be sure to show off your chef! People love to know who is cooking their meal. For example, they want to know about their background and their passion for food. Dining is an experience. Therefore, your chef could be the main selling point in getting new customers to come to your restaurant.
For example, show the prep. Also show the food in the pan or on the grill. Flame can look great on video, so if you have a dish that flames from alcohol being burned off, be sure to include that. Also, use slow motion where appropriate.
Then show the dish being plated. In particular, show the chef going over the final details of the plating.
This is a great opportunity to show your chef again, this time proudly holding their creation and smiling for the camera.
Highlight Your Staff
Discounts and promotions aside, the first visit people come for the food. The next visit is for the people.
Diners want to feel well taken care of, so show off your staff. Show the smiling faces and show their interactions with customers.
Invite Viewers to Stop in or Make a Reservation
Be sure to add a call to action at the end of the video. If viewers have watched through to the end, they’re primed for a call to action. So ask them to do something and give them the invitation!
State your original problem solving phrase again, and then add a phone number to call or a website where they can make a reservation.
So if you’re looking for thin crust pizza topped with fresh ingredients. Stop in today, or call us at 555-555-5555.
Video Helps Make People Hungry!
If your video is on sites such as Yelp or Trip Adviser, your viewers have probably found you by using a search. That means it’s highly likely that they’re looking for your type of cuisine. With that in mind, help make them hungry! An effective video production for restaurants will do that. Let them know that you care about satisfying their need and that their dining experience is your number one concern.